Assurance Healthcare & Counseling Center

What Assurance Healthcare & Counseling Center does

Assurance Healthcare & Counseling Center is a privately held Direct Primary Care (DPC) clinic founded on January 1, 2014 by Richard Edgerly, MD and Holly Porter, LMHC, and headquartered in a single location at 3611 River Road, Suite 200, Yakima, WA. The practice sells monthly memberships — Individual ($130), Couple ($235), Family Plan ($315), Single Parent Family ($205), and Employer Group (starting at $75 per employee per month) — that include unlimited office visits, same-day appointments, 24/7 telephone access to providers, free annual and DOT physicals, and at-cost medications, labs, and X-rays. Mental health counseling is integrated into the core offering, with up to six free counseling sessions per membership lifetime plus workshops and support groups. The practice does not accept insurance, bill by ICD-10 or diagnosis codes, or participate in MIPS, which materially reduces administrative overhead relative to fee-for-service primary care.

The clinic serves a hybrid customer base of uninsured and underinsured individuals/families seeking affordable, relationship-based primary care, employers (1–1,000 employees) using DPC as a foundation for employee health benefits, and Medicare beneficiaries pairing the membership with Original Medicare and supplemental coverage via a co-located broker. Approximately 10 staff — five clinicians (Edgerly, Vickers, McCrary PA-C, Porter LMHC, Carpenter LMHCA) plus reception, medical assistant, and clinic manager personnel — deliver services in-person at the Yakima clinic and remotely via 24/7 phone access. Ancillary revenue comes from at-cost pass-throughs (medications, labs, X-rays), $200 home visits, and counseling intake ($125) and post-six-session visits ($50). The company is bootstrapped and founder-owned with no disclosed external funding, no parent company, and no subsidiaries.

Marketing is conducted locally through the assurancehealth.org website, blog content, Google reviews, Facebook, YouTube explainer videos, member newsletters, on-site community workshops, and direct phone inquiries. Distribution is exclusively direct-to-consumer and direct-to-employer within a single metropolitan market, with provider licensing allowing out-of-state prescription calls but no satellite locations or franchise model in evidence. The business is operating, actively hiring additional providers, and incrementally expanding employer-group penetration and Medicare positioning.

Name

Assurance Healthcare & Counseling Center

Legal name

Assurance Healthcare & Counseling Center

Website

https://assurancehealth.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Assurance Healthcare & Counseling Center is a Direct Primary Care clinic in Yakima, WA that sells monthly memberships to individuals, families, and employers for unlimited primary care visits, at-cost medications and labs, and integrated mental health counseling without insurance billing.

Ownership category

akta.pro rank

Product category

Direct Primary Care

NAICS

Offices of Physicians (except Mental Health Specialists) (621111), Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093), Services-Health Services (8000)

akta.pro primary industry

Direct Primary Care (DPC) & Concierge Medicine (HLAFAGAD)

akta.pro secondary industries

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA), Home-Based Primary Care / Medical House Call Practices (HLAFAEAI)

Keywords

• Direct primary care
• Family medicine services
• Mental health counseling
• Membership healthcare
• Primary care clinic

Headquarters

HQ city

Yakima

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Membership Fees: Monthly subscription fees from individual, couple, family, and employer group memberships. Primary revenue stream covering unlimited office visits, 24/7 phone access, and included mental health counseling sessions. Requires 6-month initial commitment, then month-to-month.
2. At-cost Medications and Labs: Medications, labs, and X-rays sold at cost to members. Medications often 30 or 90 day supplies at $5-$30 average cost. Labs at discounted wholesale rates (wellness panel as low as $12). X-rays approximately $130 per session including radiologist read-fee.
3. Home Visits: $200 per home visit for members when availability allows. Requires annual membership commitment.
4. Mental Health Counseling Sessions: $125 initial intake session for individual or couples counseling. First 6 sessions included with membership. Additional sessions beyond 6 visits charged at $50 per session.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Assurance Healthcare & Counseling Center operates a Direct Primary Care (DPC) membership-based medical practice in Yakima, WA, offering unlimited office visits, same-day appointments, 24/7 phone access to providers, free annual physicals, and at-cost medications, labs, and X-rays for a flat monthly fee. The clinic bundles primary care with integrated mental health counseling services (individual, couples, and group therapy) and offers separate employer group plans for businesses. The model deliberately excludes insurance billing, ICD-10 codes, diagnosis codes, and MIPS requirements.

Product overview

Assurance Healthcare & Counseling Center operates a Direct Primary Care (DPC) membership-based healthcare model offering medical and mental health services. The core product is the membership program with tiered plans (Individual, Couple, Family, Single Parent Family, and Employer Group) providing unlimited office visits, same-day appointments, 24/7 physician access, and at-cost medications and labs. The company bundles medical services with integrated mental health counseling, including individual and couples counseling, therapeutic workshops (Calm, Grief Group, Collage Art Therapy), and an Introduction to Counseling workshop. Additional services include DOT physicals, chronic condition management, and home visits. This is a services-based healthcare delivery model, not a software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Membership

Quantifiable outcome

• Savings of tens to hundreds of dollars on medications alone, not to mention lab work and X-rays
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Parsley Health: Membership-based primary care practice focused on functional and integrative medicine with a strong virtual care component. Comparable to Assurance on subscription primary care, with overlap on integrated wellness and longer appointment times.
• Forward Health: Tech-enabled membership primary care combining in-person visits with continuous monitoring and an integrated app. Comparable to Assurance as a subscription-based primary care practice differentiating on technology and preventive care.
• Galileo: Multimodal primary care company serving both employer-sponsored and consumer populations with in-person and virtual care. Directly comparable in combining DPC-style access with integrated mental health and chronic care management.
• MDVIP: National network of concierge/membership primary care physicians. Closely comparable to Assurance on the DPC/concierge membership structure, with network scale and brand recognition as key differences.
• One Medical (Amazon One Medical): Membership-based primary care practice with both consumer and employer-sponsored memberships, in-person clinics plus a virtual care platform. Directly comparable in model to Assurance Healthcare, with a national footprint and significantly more capital.
• Crossover Health: Membership-style primary care delivered through employer-sponsored on-site and near-site health centers. Highly comparable to Assurance's employer group business, though Crossover operates at much larger enterprise scale.

Broad incumbents

• ChenMed: Family-owned, value-based primary care group serving seniors through dedicated centers. Comparable to Assurance on senior-focused, relationship-based primary care, with a much larger footprint and risk-bearing model.
• Oak Street Health (CVS Health): Value-based primary care provider focused on Medicare-eligible seniors, now part of CVS Health. Comparable to Assurance's Medicare beneficiary segment but at vastly larger scale and with capitated payment economics.

Emerging players

• PlushCare: Virtual-first primary care and mental health platform offering membership and per-visit options. Comparable to Assurance on the integrated primary care + mental health bundle, with a digital-only delivery model.

Regional players

• Yakima Valley Farm Workers Clinic: Federally qualified health center network serving the Yakima Valley with primary care, behavioral health, and pharmacy services. Comparable as a regional Yakima-area primary care + counseling provider, but mission-driven and community-funded rather than membership-based.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AssuranceHC

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 Assurance Healthcare & Counseling Center