Imagine360 and Health Rosetta Launched an Employer Health Plan With DPC as an Integrated Solution Partner. It Opens January 1, 2027.

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#employer-benefits#self-funded-plans#health-rosetta#benefits-advisors#industry-news
Sources: Imagine360 and Health Rosetta Launch Integrated Health Plan for Employers Facing Record Cost Increases · Direct Primary Care Coalition — Health Rosetta · Direct Primary Care Xchange — Health Rosetta · Independent Analysis Shows Imagine360 Saved Rollins, Inc. Nearly 20% Compared to Traditional Health Plans · Hint Health 2026 Direct Primary Care Trends Report · RosettaFest 2026 — Nashville

In July, Imagine360 and Health Rosetta announced Choice360, a self-funded employer health plan with integrated solution partners spanning direct primary care, mental health, telehealth, and oncology. The plan opens January 1, 2027, in select markets, with expansion planned over time.

For DPC practices trying to understand what this means, the announcement is worth reading carefully. The mechanism is different from the employer-benefit model most practices already know.

What Imagine360 Does

Imagine360 offers health plans for self-funded employers, with plan options that include reference-based pricing and direct provider contracting. An independent analysis by Axene Health Partners found that Rollins, Inc. saved roughly 19 percent, about $7.7 million annually, compared to traditional health plans after switching.

What Health Rosetta Is

Health Rosetta is an advisor certification and resource organization focused on employer health plan cost reduction. Its accredited advisors work with employers on plan designs that lower spending. Health Rosetta partners with the Direct Primary Care Coalition, a policy and advocacy organization for DPC that operates independently at dpcare.org, and DPC Xchange, a platform that connects DPC practices with advisors. Health Rosetta maintains co-branded partner pages with each.

The Announcement

Choice360 combines Imagine360’s plan architecture with Health Rosetta’s advisor network. The plan bundles direct primary care alongside mental health, telehealth and oncology as integrated solution partners. Jeff Bak, Imagine360’s president and CEO, described the goal in the announcement as making healthcare work for American families in a system that is not, in his framing, built to fix the problem on its own.

The plan launched at RosettaFest 2026 in Nashville in late July, Health Rosetta’s conference. Choice360 is live for the January 1, 2027 plan year, starting in select markets.

Integrated vs. Added On

There is a real difference between DPC as something an employer adds and DPC as a partner embedded in the plan the employer switched to.

When DPC shows up as an optional employer benefit, it has to compete for attention on a menu: dental upgrades, EAP expansions, dependent care FSAs, vision riders. A benefits manager who doesn’t understand the model may not put it in front of employees. Employees who haven’t heard of it won’t ask for it. Even when it is offered, the friction of finding a practice, joining separately and paying a monthly fee keeps many people from trying it.

When DPC is one of the plan’s integrated solution partners, the structure is different from a standalone add-on. An employer adding a separate DPC benefit has to market it independently. Employees have to learn the model exists, find a practice, and sign up on their own. When an employer switches to Choice360 and DPC comes with the plan, that separate step disappears. Whether removing it changes how many employees actually engage with a DPC physician is the open question the 2027 data will begin to answer.

The Advisor Distribution

The Hint Health 2026 DPC Trends Report puts employer-funded DPC memberships at 60 percent of the total market for the first time. Including DPC as a partner in an alternative plan that replaces the carrier is a different structure from the employer-benefit model most practices already know.

Health Rosetta’s advisor network is also a different distribution channel from what most DPC practices have encountered. A single advisor presenting Choice360 to ten mid-size employers puts DPC in front of thousands of employees at once. The advisor is selling a health plan. DPC is a partner within that plan, and the advisor’s pitch is the plan as a whole rather than a separate case for the DPC model specifically.

For DPC practices in markets where Choice360 launches, that could mean referrals from employers they never spoke with directly. The employer chose the plan; access to a DPC practice came with it.

What To Watch

How quickly Choice360 expands beyond select markets will depend on whether early adopters generate the kind of outcomes data advisors can use in future presentations.

Imagine360’s reference-based pricing delivers savings that are verifiable from claims. The DPC partner adds something harder to measure in the short term: primary care access that doesn’t depend on volume billing, and a physician relationship patients can actually reach by phone or text. Whether those two value propositions reinforce each other in practice is what the 2027 enrollment year will begin to measure. Specifically: whether employees who join a Choice360 plan engage with their DPC practice in ways that reduce downstream claims.

Health Rosetta’s partnerships with the DPC Coalition and DPC Xchange suggest the organization has spent time working through how advisors explain the model to employers unfamiliar with it. Whether that preparation translates into patient engagement with DPC once the plan goes live is the number to watch when 2027 data becomes available.