Imagine360 and Health Rosetta Built Direct Primary Care Into an Off-the-Shelf Employer Health Plan

For years, getting direct primary care in front of an employer meant slow, one-off work. A DPC doctor pitched a local business. A benefits broker who understood the model wired it into the plan. Then an HR director took a chance. Every deal was custom, and most never happened.

Two companies want to change that. Imagine360 and Health Rosetta announced Choice360, a packaged health plan for self-funded employers that carries direct primary care as a built-in component. It goes live for the January 1, 2027 plan year, and it ships through Health Rosetta’s network of more than 200 accredited benefits advisors.

That distribution detail is the whole story.

What Choice360 actually is

Imagine360 administers health plans for self-funded employers, the companies that pay their own medical claims instead of buying coverage from a traditional carrier. Health Rosetta is the advisor movement founded by Dave Chase, which trains and accredits benefits consultants to build lower-cost, higher-transparency plans.

The two assembled a plan that bundles four kinds of care partner: direct primary care, mental health, telehealth, and oncology. An employer no longer has to source those pieces separately. Choice360 arrives with them already chosen and wired together. Imagine360 claims roughly 20% savings against traditional carriers and a 98% member satisfaction rate. Both figures come from the companies, so weigh them the way you’d weigh any vendor number.

“The healthcare industry cannot keep asking employers and families to absorb rising costs without delivering better value,” said Jeff Bak, Imagine360’s president and CEO.

Why the advisor channel changes the math

Ask DPC doctors about employer contracts and the same bottleneck comes up. The model sells itself once someone understands it. Reaching that someone is the hard part.

Benefits advisors are the gate. Most employers don’t go looking for direct primary care. They buy the plan their broker puts in front of them. When DPC is already a line inside a product the broker trusts, the doctor stops having to make the case alone.

Health Rosetta accredits advisors to move employers off status-quo plans. Dropping DPC inside a Rosetta-vetted product gives every one of those 200-plus advisors a reason to raise it. That’s a very different pipeline than cold-calling the HR department at the machine shop across town.

“With a network of more than 200 accredited benefits advisors across the United States, we focus on reducing implementation risk,” said Amy LeVrier, Health Rosetta’s director of client success.

The question the announcement skips

Neither company has said which DPC practices are in the box.

A packaged plan needs partners it can plug in on a predictable schedule across many markets. That tends to favor national DPC groups and networks with the staff to handle onboarding, reporting, and employer service agreements. A solo practice in one town might deliver excellent care and still not fit a standardized rollout.

So the upside runs two ways. More employer demand flowing through trusted advisors helps the whole category. Whether that demand reaches independent practices or pools into a few large networks depends on who Choice360 picks. The announcement names the four categories. It doesn’t name the companies filling them.

For a practice owner, the useful move is to find out who’s assembling DPC networks for products like this, and whether local practices can join one. The plans being built for 2027 are choosing their partners now.

What This Means

Employer-sponsored DPC has grown for years, mostly through custom deals and a few third-party administrators willing to do the plumbing. Choice360 is a sign the model is maturing into something a broker can sell off a shelf. Once DPC is a standard line in a packaged plan, it stops depending on whether a given employer happens to have a curious HR director.

If you’re a resident or a physician weighing the move, treat this as a quiet vote of confidence. The benefits industry is now designing products that assume direct primary care belongs in a serious employer health plan. That assumption did not exist five years ago.

If you already run a practice, the takeaway lands sooner. The employers who’ll fund DPC memberships in 2027 are being sold their plans right now, and the doctors inside those plans are being chosen right now. Being good at medicine won’t put you in the box. Being reachable, contract-ready, and tied into the networks doing this work might.