Health Alliance Plan

What Health Alliance Plan does

Health Alliance Plan (HAP) is a Michigan-based nonprofit health insurer founded in 1960, operating as a subsidiary of Henry Ford Health since 1986 and rebranded in May 2026 as Health Alliance Plan by Henry Ford Health. The company sells Medicare Advantage (HMO, HMO-POS, PPO), Medicare Supplement through Alliance Health and Life Insurance Company, employer-sponsored plans for both large groups (51+) and small groups (1-50), individual and family plans on and off the Health Insurance Marketplace, and Medicaid coverage through the HAP CareSource joint venture with CareSource. HAP also operates third-party administrator services via Health Alliance TPA by Henry Ford Health (formerly ASR Health Benefits). As of 2025, HAP serves approximately 469,000 members across 23 Michigan counties, with 96% of Michigan physicians in its network and partnerships spanning every major Michigan health system.

The company's technology platform centers on integrated payer-provider coordination with Henry Ford Health, supported by ePrescribing, population health management, telehealth through Amwell, a web-based wellness platform (iStrive), and the Populance-powered Diabetes Care Connection program. Its distribution model combines licensed insurance agents and brokers with embedded Michigan-based sales staff, direct-to-consumer enrollment via hap.org, a Medicare inside-sales operation, marketplace listing, and employer field sales for self-funded large group accounts. Pricing is subscription-based on monthly premiums across all segments, with Medicare Advantage plans offered at $0 premium in some tiers, individual/small-group rates that rose a median 18% and 11.1% respectively for 2026 enrollment, and employer rates quoted on a custom basis. Approximately 90% of premium revenue is spent on funding healthcare services for members.

HAP reported $32.4 million in net income in 2025 following an operational turnaround, with approximately 1,100 employees based in Troy and Detroit. The company targets nearly 50% membership growth over the next five years through aggressive statewide expansion focused on West Michigan and Northern Michigan, supported by new office openings (Traverse City, June 2026), expanded provider networks, and leadership additions in growth, markets, and Medicare distribution.

Name

Health Alliance Plan

Legal name

Health Alliance Plan of Michigan

Website

https://hap.org

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Health Alliance Plan by Henry Ford Health is a Michigan-based nonprofit health insurer serving ~469,000 members across Medicare, employer, individual, and Medicaid segments via an integrated payer-provider model with Henry Ford Health.

Ownership category

akta.pro rank

Product category

Health Insurance

NAICS

Direct Health and Medical Insurance Carriers (524114), Direct Life, Health, and Medical Insurance Carriers (52411), Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Accident & Health Insurance (6321), Hospital & Medical Service Plans (6324), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Medicare Advantage (MA) Plans (FSAIAGAA)

akta.pro secondary industries

Small Group Health Insurance (2–50/100) (FSAIAFAD), Large Group Health Insurance (Mid-Market & National Accounts) (FSAIAFAE), Level-Funded Group Health Plans (FSAIAFAC), CO-OP / Nonprofit Individual Market Plans (HLAEABAH), Medicaid Expansion (ACA Adult) Managed Care Plans (HLAEAEAB)

Keywords

• Health insurance plans
• Medicare Advantage coverage
• Employer-sponsored health benefits
• Individual and family coverage
• Managed care services

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Health Insurance Premiums: Recurring premium revenue from Medicare Advantage, employer-sponsored (large and small group), individual/family, and Medicaid plans. Premiums collected monthly from members or employers. 90% of premium revenue is spent on funding healthcare services for members.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

Health Alliance Plan is a Michigan-based nonprofit health insurer offering a portfolio of health coverage products including Medicare Advantage (HMO, HMO-POS, PPO), Medicare Supplement, employer-sponsored plans (large and small group), individual and family Qualified Health Plans, and Medicaid through the HAP CareSource joint venture. The company serves approximately 469,000 members across 23 Michigan counties, leveraging integration with Henry Ford Health to deliver coordinated payer-provider care and operating as part of the Henry Ford Health family.

Product overview

Health Alliance Plan by Henry Ford Health is a Michigan-based nonprofit health insurer offering a comprehensive portfolio of health coverage products. The company operates under a multi-brand architecture comprising Medicare Advantage Plans (including HMO, HMO-POS, and PPO variants), Medicare Supplement Plans (offered through Alliance Health and Life Insurance Company), Employer-Sponsored Plans (differentiated for Large Groups with 51+ employees and Small Groups with 1-50 employees), Individual and Family Plans (available as HMO, PPO, and catastrophic options), and Medicaid coverage through the HAP CareSource joint venture. These core products are supplemented by add-on modules including Dental Coverage (via Delta Dental), Vision Coverage (via EyeMed), and Prescription Drug Coverage (with six-tier formulary through Pharmacy Advantage). The company also offers specialized sub-brands such as Henry Ford Health Select for Southeast Michigan employers and employer-sponsored Medicare plans. Wellness programs including iStrive for Better Health, Diabetes Care Connection, Telehealth (via Amwell), and Maternity Services (via ProgenyHealth) complement the insurance products. Plan types available include HMO, PPO, and EPO options, with HSA-compatible variants for consumer-driven healthcare consumers.

Differentiator

Problem solved

Functional benefit

Brands

• HAP CareSource: Medicaid plan offered through joint venture with CareSource.
• Health Alliance TPA by Henry Ford Health
• Henry Ford Health Select
• HAP Alliance Medicare Supplement

Products and services

• Medicare Advantage Plans Medicare Part C plans bundling medical and prescription drug coverage with supplemental benefits including dental, vision, hearing, flex card allowances, and wellness programs. Available as HMO, HMO-POS, and PPO options for Medicare-eligible individuals.
• Medicare Supplement Plans Medigap plans offered through Alliance Health and Life Insurance Company to help pay healthcare costs Original Medicare doesn't cover such as copays, coinsurance, and deductibles. Available as Plans A, C, D, F, G, and N.
• Employer-Sponsored Medicare Plans Medicare Advantage coverage for retirees through employer group waiver plans (EGWP), offering more comprehensive healthcare with additional benefits beyond traditional Medicare.
• Large Group Health Plans Comprehensive health coverage for businesses with 51 or more employees. Options include custom HMO, PPO, EPO, and Group Medicare Advantage plans with flexible funding options including self-funded arrangements.
• Small Group Health Plans Affordable, flexible health insurance for businesses with 50 or fewer employees. Includes HMO, PPO, and EPO plans with HSA-compatible options and consumer-driven health plan designs.
• Individual and Family Plans Health coverage for individuals and families purchasing insurance on their own. Available as HMO, PPO, and catastrophic plans through HAP or the Health Insurance Marketplace. Includes Essential Health Benefits per ACA requirements.
• HAP CareSource Medicaid Medicaid coverage through HAP CareSource joint venture with CareSource, providing no-cost or low-cost coverage with coordinated care for Michigan residents who qualify, including D-SNP plans for dual-eligible beneficiaries.
• Henry Ford Health Select Commercial group health plan exclusively designed for Southeast Michigan businesses delivering high-quality, cost-effective care through the Henry Ford Health network with lower premiums saving up to 15%.
• Henry Ford Health Medicare Advantage Co-branded Medicare Advantage product launched in 2024 through the Henry Ford Health partnership, providing coordinated care delivery through the Henry Ford Health provider network.
• Federal Postal Employees Health Coverage Health insurance plan designed for federal postal employees in Michigan, with HAP serving as the official carrier since 2024.
• Dental Coverage Dental insurance through Delta Dental partnership offering pediatric-only coverage meeting ACA requirements and adult coverage including preventive and comprehensive services up to $2,000 maximum.
• Vision Coverage Vision benefits through EyeMed provider network covering annual eye exams at no cost, frames or contacts for members 18 and under, with $150-$300 allowance for eyewear.
• Prescription Drug Coverage Prescription drug coverage with formulary drug list across six tiers from generic to specialty. Includes prior authorization, step therapy, quantity limits, and specialty pharmacy through Pharmacy Advantage.
• Diabetes Care Connection Program Physician-supported diabetes management program powered by Populance that meets members where they are and helps improve A1C levels, achieving a 2.3-point reduction in A1C and $1,146 saved per engaged member.
• Telehealth and Virtual Care 24/7 virtual care access through Amwell platform and Henry Ford's telehealth services, enabling board-certified doctors and therapists access from anywhere at any time.
• iStrive for Better Health Web-based wellness tool (powered by WebMD) offering resources and programs to help members reach health goals, integrated with Reward Your Health incentive program where members can earn rewards for healthy activities.
• Maternity Services Comprehensive maternity and postpartum support program partnered with ProgenyHealth providing dedicated care for expecting mothers through the Care Management program.

Quantifiable outcome

• 2.3 point reduction in A1C and $1,146 saved per engaged member in Diabetes Care Connection program
• +5 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature5 records

Partnerships

16 partnerships are on record, tiered core, supporting and minor.

• Health Alliance TPA by Henry Ford Health (formerly ASR Health Benefits)coreStrategic or Co-development Partner · 1 May 2026Formerly ASR Health Benefits, rebranded as Health Alliance TPA by Henry Ford Health to reflect closer alignment. Chris Moyer, former President of ASR, promoted to Senior Vice President of Markets at HAP.
• PopulancesupportingTechnology or Integration · 1 October 2025Diabetes Care Connection program powered by Populance, shown to be up to twice as effective at reducing A1C levels as standard treatment alone. 80% of pilot participants reduced A1C levels.
• Costco/Sunny BenefitssupportingGTM or Marketing Partner · 1 October 2025First health plan to partner with Costco in Michigan. Flex+ Rewards program offers HAP Medicare Advantage members savings through Costco.
• CareSourcecoreStrategic or Co-development Partner · 1 January 2023Joint venture Medicaid plan HAP CareSource combining CareSource's Medicaid expertise with HAP's local healthcare leadership to expand access and improve health outcomes for Michiganders. Regulatory approval received in 2023.
• MSU HealthcaresupportingStrategic or Co-development Partner · 1 January 2021Partnership formed in 2021 to offer Medicare insurance products.
• Henry Ford HealthcoreStrategic or Co-development PartnerHealth Alliance Plan operates as part of Henry Ford Health family, providing integrated, coordinated care. Henry Ford Health is Michigan's 2nd largest health system. Partnership enables seamless, high-quality care with personalized support and lower costs. Collaboration includes joint Medicare products like Henry Ford Health Medicare Advantage powered by HAP (2024) and Henry Ford Health Select for commercial groups (2025).
• Delta DentalsupportingTechnology or IntegrationDelta Dental provides dental coverage for HAP members through Delta Dental PPO network. Pediatric and adult dental coverage options available.
• EyeMedsupportingTechnology or IntegrationEyeMed provides vision coverage with access to nationwide network of eye doctors including Henry Ford OptimEyes, SVS Vision, and others.
• Pharmacy AdvantagesupportingTechnology or IntegrationSpecialty pharmacy partner through Henry Ford Health for specialty medications, home delivery, and mail order pharmacy services. 90-day prescription program available.
• ProgenyHealthsupportingTechnology or IntegrationMaternity services partner providing comprehensive maternity and postpartum support for HAP members through Care Management program.
• SilverSneakerssupportingGTM or Marketing PartnerFitness benefit partner providing Medicare Advantage members access to 15,000+ fitness locations from national gyms to local community centers plus online classes.
• Assist AmericasupportingTechnology or IntegrationGlobal travel emergency services partner providing identity theft protection, 24/7 fraud support, and help with unexpected medical expenses while traveling.
• AmwellsupportingTechnology or IntegrationTelehealth platform partner for medical attention from comfort of home or while traveling. Board-certified doctors and therapists available 24/7.
• NationsBenefitssupportingTechnology or IntegrationHearing aid coverage partner for Medicare Advantage plans. C-SNP and D-SNP plan members get $1,000 allowance for 2 hearing aids per year.
• Hurley FoundationminorGTM or Marketing PartnerCommunity partnership announced 2021 with Hurley Foundation supporting community health initiatives.
• Multiple Michigan Hospital SystemscoreTechnology or IntegrationExtensive provider network including Bronson Healthcare, Corewell Health, Covenant HealthCare, Detroit Medical Center, Henry Ford Health, Henry Ford Genesys Hospital, Henry Ford St. John Hospital, Henry Ford Providence Hospital, Hurley Medical Center, McLaren Health Care, Michigan Medicine, Munson Healthcare, ProMedica, Trinity Health, and more.

Scale indicators14 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• Oscar Health: Tech-enabled insurer focused on ACA Marketplace plans with growing Medicare Advantage presence. Emerging player competing for the same individual/family exchange segment HAP sells through healthcare.gov.

Broad incumbents

• UnitedHealthcare: Largest U.S. health insurer with broad Medicare, employer, individual, and Medicaid offerings in Michigan. Comparable product portfolio but overlapping as incumbent rather than regional specialist.
• Humana: National leader in Medicare Advantage with significant Michigan MA enrollment. Competes for the same Medicare beneficiary pool but at vastly larger scale and with national capital backing.
• Aetna (CVS Health): National health insurer offering Medicare Advantage, employer group, and individual plans nationally including Michigan. Broad incumbent competing on employer group and Medicare Advantage segments.

Direct peers

• CareSource: Nonprofit managed care company and HAP's joint venture partner for HAP CareSource. Direct overlap on Medicaid managed care in Michigan and broader multi-state footprint.
• Molina Healthcare of Michigan: National managed care company with a sizable Michigan Medicaid and Marketplace footprint. Directly comparable on government program focus and dual-eligible strategy.
• McLaren Health Plan: Michigan-based health plan affiliated with McLaren Health Care system offering commercial, Medicare, and Medicaid plans across Michigan. Compares directly on integrated delivery-network strategy.
• Priority Health: Michigan-based nonprofit health plan, part of Corewell Health, offering Medicare Advantage, employer group, individual, and Medicaid plans across the same geography as HAP. Closest structural analog given integrated provider-payer affiliation and nonprofit status.
• Blue Cross Blue Shield of Michigan: Largest health insurer in Michigan offering the same full-spectrum product set (Medicare Advantage, group, individual, Medicaid managed care through Blue Cross Complete). Directly competes with HAP across every customer segment in the same geography.

Regional players

• Physicians Health Plan of Michigan (PHP): Mid-Michigan-based health plan serving employer groups and individuals within a narrower geography than HAP. Comparable in product structure and Michigan regional focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/hapmichigan
• Facebookfacebook.com/HAP
• LinkedInlinkedin.com/company/health-alliance-plan

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Health Alliance Plan