HRPro

What HRPro does

HRPro is a Royal Oak, Michigan-based HR consulting and benefits administration firm founded in 1990 (originally as BenePro and AdminPro, rebranded to HRPro in 2012) that delivers outsourced HR operations to small and mid-sized U.S. employers. Its core offering bundles HR Consulting, HR Administration, and Benefit Administration with add-on modules spanning COBRA Administration, Payroll Administration, HRIS/HCM Administration, and tax-advantaged spending accounts (FSA, HSA, HRA, LSA, Parking/Transit). The technology stack is administration-centric rather than AI-native: cloud-based HRIS/HCM, EDI data exchange with any benefit enrollment platform (notably an Employee Navigator integration for COBRA), and a consumer mobile app supporting biometric authentication, claim submission, and receipt upload. HRPro does not develop proprietary HR software; instead it configures and operates third-party platforms on behalf of clients.

Revenue is generated through managed services contracts (monthly administration fees scaled to client employee population), professional services (HR consulting hours and compliance support sold direct or through broker bundles), and transaction fees from the Broker Rx Canadian pharmaceutical importation program. Go-to-market combines direct sales-led engagement (discovery calls, proposals), a broker partnership program offering Client Paid (Hands Off) and Broker Paid (Hands On) HR consulting bundles, an exclusive Construction Association of Michigan channel, and industry association memberships (MISHRM, Automation Alley, Associated Builders and Contractors). In September 2025 HRPro extended its scope with MyCarePro, a concierge-style division for individual COBRA, Medicare, and insurance guidance, representing the first move beyond employer-sponsored benefits administration. The firm is privately held, founder-controlled, and operates from a single Michigan headquarters serving clients throughout the United States.

Name

HRPro

Legal name

HRPro

Website

https://hrpro.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

HRPro is a Royal Oak, Michigan-based HR consulting and benefits administration firm serving U.S. small and mid-sized employers with HR, payroll, COBRA, and tax-advantaged account administration delivered through direct sales and broker channels.

Ownership category

akta.pro rank

Product category

HR Consulting & Benefits Administration

NAICS

Human Resources Consulting Services (541612)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Comprehensive HRO (Multi-Process HR Outsourcing) (BPACAKAA)

akta.pro secondary industries

Core HR & HRIS (BPACAPAA), HR Compliance, Policy, EEO & Labor Law (BPACAPAM), HRIS/HCM Managed Services & Support (BPAEAGAF)

Keywords

• HR consulting services
• Benefits administration
• COBRA administration
• Payroll processing
• HR compliance support

Headquarters

HQ city

Royal Oak

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. HR Administration Services: Ongoing administrative services including payroll processing, HRIS/HCM administration, benefits administration, COBRA administration, and billing services. Delivered as managed services with dedicated account managers.
2. HR Consulting: Consulting services provided in bundled hours for specific HR projects, compliance support, policy review, and strategic HR advisory. Sold directly to employers and through broker partnerships.
3. Benefits Advisory: Employee benefits advisory services connecting employers with benefit brokers through UBA partnership. Revenue generated through broker relationships and service fees.
4. Broker Rx Program: Canadian pharmaceutical importation program for self-funded groups. Revenue generated through profit-sharing arrangements with brokers introducing clients to the service.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

HRPro provides HR consulting, HR administration, and benefit administration services to small and mid-sized employers across the United States. Its offerings include HR consulting and advisory, payroll administration, HRIS/HCM administration, COBRA administration, tax-advantaged account administration (FSA, HSA, HRA, LSA, parking/transit), consolidated billing, and supporting employee self-service via a mobile app. The company operates primarily as a managed services provider, complementing services with cloud-based technology and partnerships with benefits brokers and industry associations.

Product overview

HRPro is an HR Consulting and Benefit Administration company offering a comprehensive suite of services for small and mid-sized businesses. The core offerings include HR Consulting, HR Administration, and Benefit Administration services, supported by specialized modules for COBRA Administration, Payroll Administration, and HRIS/HCM Administration. The company also manages tax-advantaged spending accounts including Flexible Spending Accounts (FSA), Health Savings Accounts (HSA), Health Reimbursement Arrangements (HRA), Lifestyle Spending Accounts (LSA), and Parking/Transit Accounts. Additional offerings include the HRPro Mobile App for employee self-service, MyCarePro (a 2025-launched division for COBRA and Medicare guidance), Direct/Consolidated Billing services, the HR & Benefits Compliance Calendar, and the Ultimate HR & Benefit Checklist as resource tools. HRPro also provides broker partnership programs including the Broker HR Consulting Program and Broker Rx Program. The company operates primarily as a service-based solution rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Brands

• MyCarePro: A new division designed to provide concierge-style guidance for COBRA, Medicare, and insurance guidance.

Products and services

• HR Consulting Human resources consulting services providing advisory support, compliance guidance, and project-based HR assistance for small and mid-sized businesses.
• HR Administration Comprehensive HR administration including HRIS/HCM systems, payroll processing, and day-to-day HR task management for employers.
• Benefit Administration Employee benefits administration covering health accounts, spending accounts, and benefit plan management for employers.
• COBRA Administration Comprehensive COBRA administration services including qualifying event processing, participant notifications, payments, and reinstatements, with integration support for Employee Navigator and other benefit enrollment platforms.
• Payroll Administration Full-service payroll processing including tax filings, direct deposit, new hire reporting, and compliance management.
• Employee Benefits Management Services Benefits advisor services through United Benefit Advisors (UBA) partnerships, helping employers find benefit brokers and manage employee benefit programs.
• Direct/Consolidated Billing Billing services consolidating multiple benefit invoices into a single streamlined payment process for employers.
• HRPro Mobile App Mobile application allowing employees to check healthcare account balances, submit claims, upload receipts, scan eligibility, use biometric authentication, and manage benefits on-the-go via Apple Pay and Google Pay.
• MyCarePro Concierge-style guidance division for COBRA, Medicare, and insurance guidance, launched in 2025 to expand HRPro's service offerings to individuals.
• Broker HR Consulting Program Partner program for benefits brokers offering HR consulting bundles (Client Paid Hands Off and Broker Paid Hands On options) to extend services to their clients.
• Broker Rx Program Voluntary Canadian Importation Program helping self-funded groups save 30-80% on pharmacy spending through Canadian pharmacies, with broker profit-sharing arrangements.
• Discovery Call Initial consultation service where HRPro assesses client needs and develops a customized HR and benefits strategy.
• HR Roadmap Session Strategic planning session helping businesses navigate HR complexities and develop actionable HR roadmaps.
• Flexible Spending Account (FSA) Administration Tax-advantaged flexible spending account administration for healthcare and dependent care expenses, paired with the HRPro Mobile App for claims, receipts, and balances.
• Health Savings Account (HSA) Administration Health savings account administration for individuals with high-deductible health plans, including triple tax advantages and mobile app access.
• Health Reimbursement Arrangement (HRA) Administration Employer-funded health reimbursement arrangement accounts for reimbursing employee healthcare expenses.
• Lifestyle Spending Account (LSA) Administration Employer-funded account for non-medical wellness and lifestyle expenses, providing flexibility for employee perks.
• Parking / Transit Account Administration Commuter benefit accounts for parking and transit expenses, providing tax-advantaged transportation benefits.

Quantifiable outcome

• 95% client retention rate
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Employee NavigatorcoreTechnology or Integration · 15 January 2021Partnership providing easier COBRA management. HRPro is available as a COBRA administrator option within the Employee Navigator portal. This integration simplifies COBRA administration for employers already using Employee Navigator.
• Construction Association of Michigan (CAM)coreChannel Partner/ Reseller/ Distributor · 15 January 2021Exclusive partnership providing CAM members with access to customized HR service packages tailored specifically for the construction industry. HRPro created three service offering packages at varying price points based on employee population size.
• United Benefit Advisors (UBA)coreChannel Partner/ Reseller/ DistributorUBA Partner-Provided Solution allowing HRPro to leverage UBA's network and experience working with trusted benefit brokers across the United States to help employers find benefit advisors.
• iRx (Canadian Importation Program)minorStrategic or Co-development PartnerPartnership providing Canadian pharmaceutical importation services for self-funded groups. Offers 30-80% savings on brand name and generic medications. Broker Rx Program allows brokers to generate profit sharing by introducing clients.
• MISHRMminorOthersResource Partner membership providing access to HR professional network and conference participation opportunities.
• Automation AlleyminorOthersMember of Automation Alley, Michigan's technology and business association.
• Associated Builders and ContractorsminorOthersMember of Associated Builders and Contractors trade association.
• FSA StoreminorGTM or Marketing PartnerMarketing partnership directing customers to FSA Store for eligible products. Code CBHRP5 provides $5 savings for HRPro-referred customers.
• HSA StoreminorGTM or Marketing PartnerMarketing partnership directing customers to HSA Store for eligible products. Code CBHRP5 provides $5 savings for HRPro-referred customers.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Insperity: Large publicly-traded PEO providing comprehensive HR outsourcing, benefits administration, payroll, and compliance services to SMBs and mid-market employers. Broader portfolio and significantly greater scale than HRPro, but directly comparable in core service lines (HR admin, benefits, COBRA).
• ADP TotalSource: Co-employment PEO from ADP providing HR outsourcing, benefits, payroll, and compliance services to SMBs and mid-market companies. Comparable service mix and target buyer to HRPro, with significantly larger scale and brand.
• TriNet: Leading PEO serving small and mid-sized businesses with HR outsourcing, benefits administration, payroll, and compliance advisory. Operates at significantly larger scale than HRPro but competes for the same SMB HR outsourcing wallet with overlapping service offerings.
• Paychex: Major payroll and HR solutions provider with PEO (Paychex PEO) and benefits administration offerings targeting small and mid-sized employers. Overlaps with HRPro across HR administration, payroll, benefits, and HRIS/HCM.

Direct peers

• Justworks: Tech-forward PEO offering HR, payroll, benefits (including COBRA and FSA/HSA), and compliance tools to SMBs through a unified software platform. Competes head-to-head with HRPro for SMB HR outsourcing customers with a more modern, self-service delivery model.
• iSolved: HCM platform and PEO services provider offering payroll, benefits administration, HRIS, and compliance tools to SMBs and mid-market employers. Directly comparable to HRPro on HR administration, benefits, payroll, and HRIS/HCM functionality.
• CoAdvantage: PEO providing HR administration, employee benefits, payroll, and risk management to small and mid-sized businesses. Closely comparable to HRPro in target customer, service mix, and reliance on broker/partner channels.
• Sequoia One: PEO delivering HR outsourcing, benefits administration, payroll, and compliance services primarily to small and mid-sized employers. Comparable service portfolio, customer profile, and broker-channel orientation to HRPro.

Emerging players

• Gusto: Cloud-native payroll, benefits (including HSA/FSA administration), and HR platform purpose-built for small businesses. Competes with HRPro for the same SMB HR outsourcing wallet with a software-first approach and lower-friction user experience.
• BerniePortal: HR technology and benefits administration platform serving small and mid-sized employers, often delivered through broker partnerships. Competes with HRPro's HRIS/HCM and benefits administration offerings, especially via the broker channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HRProMI
• YouTubeyoutube.com/channel/UCb2GTrc_MdQsfCfjGRCbvbA
• Facebookfacebook.com/HRProMI
• LinkedInlinkedin.com/company/hrpromi

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about HRPro