Pure Family Medicine

What Pure Family Medicine does

Pure Family Medicine is an independent Direct Primary Care (DPC) practice founded in 2019 by Dr. Rebecca Bub and headquartered in Littleton, Colorado, in the Denver metropolitan area. The practice delivers membership-based family medicine, preventive care, and chronic-condition management to individuals, families, and uninsured patients in the Denver/Littleton market, with five board-certified family physicians on staff (Drs. Bub, Stanford, Krofta, Workman, and Cameron). Service delivery is centered on long 30-60 minute visits, same/next-day in-person and video appointments, direct phone and text access to physicians, around-the-clock virtual care, in-office procedures, and transparent wholesale pricing on labs, imaging, immunizations, and medications. The practice explicitly does not bill insurance for membership fees, removing the payer intermediary from the patient-physician relationship.

The technology stack is intentionally lean and consists of third-party SaaS rather than proprietary systems: Hint Health for membership and billing administration, Spruce for patient communication, and Elation Passport for the patient-facing medical records portal. There is no public API, no proprietary AI, and no developer-facing integrations. The DPC business model itself functions as the core differentiator rather than any technology build, complemented by specialty sub-brands including Pure Longevity (health optimization and early disease detection led by Drs. Bub and Cameron), MEND (eating and nutritional disorder management led by Dr. Workman), and an Employer Health Benefits package for small businesses. Marketing is conducted through a content-rich blog, organic social media, meet-and-greet consultations, and substantial earned media in the Denver Post, NBC News, Wall Street Journal, Business Insider, Forbes, and NPR.

The revenue model is pure subscription recurring revenue from monthly membership fees: $139 per month per individual, $119 for a spouse/partner add-on, $79 per child (ages 0-26), and $369 per family, with a one-time $99 household registration fee and no contractual lock-in. The employer channel layers on top at approximately $100 per employee per month, positioned at a claimed 75% discount versus traditional group health insurance. Patient acquisition is primarily direct-to-consumer via the practice website, online signup, and word-of-mouth, with employer sales handled directly. The practice is privately held by its founder, has no disclosed institutional investors or parent company, and operates without subsidiaries, acquisitions, or funding rounds.

Name

Pure Family Medicine

Legal name

Pure Family Medicine

Website

https://www.purefamilymedicine.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Family Medicine is an independent Direct Primary Care practice in Littleton, Colorado, offering subscription-based family medicine memberships to individuals, families, and small businesses with five board-certified physicians on staff.

Ownership category

akta.pro rank

Product category

Direct Primary Care

NAICS

Offices of Physicians (6211)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

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

akta.pro secondary industries

Independent Primary Care Practices (HLAFAGAA), Primary Care & General Medicine Virtual Care (HLALAAAA)

Keywords

• Direct primary care
• Family medicine
• Primary care membership
• Preventive healthcare
• Telemedicine services

Headquarters

HQ city

Littleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual/ Family Memberships: Monthly subscription fees for Direct Primary Care services. Individual membership at $139/month, spouse/partner at $119/month, child (ages 0-26) at $79/month, and family plan at $369/month. Membership includes unlimited office visits, direct messaging with physician, virtual and after-hours care, in-office procedures, and most in-office diagnostic testing.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Pure Family Medicine is a Direct Primary Care (DPC) practice that provides membership-based family medicine services for a flat monthly fee. Members receive unlimited office visits, direct physician access by phone or text, telemedicine, in-office procedures, and wholesale pricing on lab work and medications. The practice also operates specialty sub-brands in longevity, eating disorder management, and employer health benefits.

Product overview

Pure Family Medicine operates a Direct Primary Care (DPC) model as its core offering, providing unlimited primary care access through tiered membership plans (Individual $139/month, Spouse/Partner $119/month, Child $79/month, Family $369/month). The practice extends its DPC foundation with specialty services including Pure Longevity (health optimization and early disease detection with Dr. Bub and Dr. Cameron), MEND (eating disorder management with Dr. Workman), and Employer Health Benefits (business healthcare plans at ~$100/employee/month). Telemedicine is integrated as a standard feature for virtual visits and after-hours care. A blog provides patient education on health topics. This portfolio positions DPC as the central platform with specialty programs and membership tiers as the primary extensions.

Differentiator

Problem solved

Functional benefit

Brands

• Pure Longevity: A health optimization and early disease detection program offered by the practice.
• MEND
• Employer Health Benefits

Products and services

• Direct Primary Care (DPC) Membership Membership-based Direct Primary Care (DPC) for individuals and families. Members pay a flat monthly fee that includes unlimited office visits, direct physician access by phone and text, telemedicine visits, in-office procedures, preventive care, chronic disease management, and access to wholesale pricing on lab work and medications.
• Pure Longevity A Pure Family Medicine sub-brand offering longevity and lifestyle medicine services to members seeking preventive health and aging-related care.
• MEND (Eating Disorder Management) A Pure Family Medicine sub-brand dedicated to the medical management and treatment of eating disorders.
• Employer Health Benefits A Pure Family Medicine sub-brand offering Direct Primary Care as an employee health benefit for small businesses in the Denver/Littleton, Colorado area.

Quantifiable outcome

• May reduce individual healthcare spending by approximately 20%
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Sedera HealthcoreStrategic or Co-development PartnerSedera Health is a medical cost sharing organization that provides catastrophic care coverage options. Pure Family Medicine offers discounts on Sedera membership to patients seeking protection against major medical expenses. This partnership allows DPC members to pair their primary care membership with affordable major medical coverage, creating a complete healthcare solution.
• National Jewish HealthminorOthersNational Jewish Health hospital in Denver Metro area was recognized by Dr. Bub for being the first hospital system to address vaccine distribution inequities and lead the way in vaccinating healthcare workers and patients over 70 during COVID-19 pandemic.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Nextera Healthcare: Colorado-based Direct Primary Care chain offering membership-based primary care to individuals, families, and employers. Operates multiple clinic locations across Colorado and neighboring states, making it the closest geographic and model peer to Pure Family Medicine.
• Atlas MD: Family-owned Direct Primary Care practice in Wichita, Kansas, frequently cited as one of the original DPC models. Same membership-based, no-insurance-billing primary care approach serving individuals, families, and small employers.
• Hint Health: DPC operating system and membership billing platform that Pure Family Medicine runs on. Serves as both an infrastructure peer (Powering DPC practices) and an ecosystem ally shaping how independent DPC practices operate and scale.
• Crossover Health: Employer-sponsored primary care and integrated health services company offering membership-style care near workplaces. Direct competitor for Pure Family Medicine's employer health benefits channel with comparable DPC economics.
• Sedera Health: Medical cost-sharing organization partnered with Pure Family Medicine to offer catastrophic coverage to DPC members. Operates as both a partner and an ecosystem peer enabling hybrid DPC + cost-sharing models.
• Lakeview Family Medicine: Independent family medicine practice offering DPC-style membership and direct physician access. Smaller-scale direct peer in the same DPC category serving a comparable individual and family patient base.

Broad incumbents

• One Medical (Amazon): Membership-based primary care platform now owned by Amazon, offering in-office and 24/7 virtual care to consumers and employers. A well-capitalized incumbent competing for the same patients and employer buyers that Pure Family Medicine targets, though at much larger scale.
• MDVIP: National concierge medicine network of primary care physicians offering membership-based preventive care. Overlaps with Pure Family Medicine's DPC model but sits at a higher price point and serves a more affluent patient base.
• Oak Street Health (CVS Health): Value-based primary care provider focused on Medicare patients, owned by CVS Health. Represents a much larger, well-funded incumbent pursuing primary care transformation with payer alignment Pure Family Medicine does not access.

Emerging players

• Forward Health: Tech-enabled primary care startup offering membership-based preventive care with diagnostics and tech-driven member experience. Competes for the same consumer and employer segments with a more technology-forward brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PureFamilyMed
• YouTubeyoutube.com/channel/UCSn5gzGHH96R7fvvLalde2A?view_as=subscriber
• Facebookfacebook.com/purefamilymedicine
• LinkedInlinkedin.com/company/pure-family-medicine
• Instagraminstagram.com/purefamilymedicine

Compliance1 record

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 Pure Family Medicine