Experts from Remodel Health, Take Command, and zizzl join together to create resource for carriers to elevate the user experience for employees and their families
The HRA Council, a non-partisan organization dedicated to improving and expanding health coverage options, announced a new report, The ICHRA Model & Health Plans: Planning for Operational & Member Experience Success, in conjunction with Future of ICHRA, a convening forum dedicated to moving the industry forward by adjusting operating models amidst this paradigm-shifting benefits solution. Experts from three ICHRA platforms joined together to offer a guide for how health insurance carriers can improve the user experience for employees and seize the opportunity presented by the growing ICHRA market.
The Individual Coverage Health Reimbursement Arrangement (ICHRA) allows employers to provide tax-free reimbursements to employees for health insurance premiums and medical expenses. The report was authored by Johnna Barnard, Chief Customer Officer at Remodel Health; Kyle Estep SVP, Strategy at Take Command; and Lori Koehler, Chief Operating Officer at zizzl. Each of the experts have served thousands of employers and employees across the country driving early adoption of this new benefits model.
“With ICHRA platforms gaining traction, carriers that lean into creating seamless pathways will have a natural advantage to grow membership within the ICHRA market,” said Robin Paoli, Executive Director of the HRA Council. “As investors recognize the market’s incredible potential, insurance carriers can collaborate with ICHRA providers to unlock new operating models that ensure employees can easily enroll in high-quality individual plans.”
Insurance carriers must recognize that seamless experiences for employers and employees require a new “ICHRA Pathway,” rather than the typical divide between on- and off-exchange business for carriers. The report details the critical role that carriers play and the opportunities for carriers as ICHRA and Qualified Small Employer HRAs (QSEHRA) continue to grow.
The authors highlighted near-term approaches for improving operations and the user experience across eligibility, enrollment, and billing. It also includes a long-term vision for partnerships between carriers and ICHRA platforms, including the importance of establishing data standards and recognizing ICHRA platforms as unique from Agent of Record (AOR) in their systems.
The ICHRA Model & Health Plans: Planning for Operational & Member Experience Success is available today. Read the full report on FutureofICHRA.com or sign up for the webinar hosted by HRA Council to learn more.
About the HRA Council
The HRA Council is a non-profit, non-partisan advocacy organization of HRA administrators, carriers, enrollment firms, brokers and advisors, and practitioners working together to ease employers’ ability to offer HRAs and employees’ ability to use an HRA to enroll in coverage. With a shared mission, the Council educates employers and policymakers, works towards industry standards, shares collective industry research, and advocates for HRA-friendly regulations.
About the Future of ICHRA
Formed in 2025, the Future of ICHRA represents a convening forum dedicated to moving the industry forward by adjusting operating models amidst this paradigm-shifting benefits solution. To start, ICHRA platforms have come together to share insights and best practice recommendations for health plans.
The Editorial Team at Healthcare Business Today is made up of experienced healthcare writers and editors, led by managing editor Daniel Casciato, who has over 25 years of experience in healthcare journalism. Since 1998, our team has delivered trusted, high-quality health and wellness content across numerous platforms.
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