PHILADELPHIA, PA — Vitable Health announced a major expansion of its direct primary care platform with the launch of nationwide Health Coaching services, expanded women’s health offerings, and enhanced Individual Coverage Health Reimbursement Arrangement (ICHRA) capabilities. The updates advance the company’s mission to deliver accessible, outcomes-driven care through an integrated digital health experience.
Vitable’s primary care-first model pairs flexible ICHRA funding with high-value health services employees use most, including virtual primary care, mental health support, and over 1,000 covered prescriptions and labs with zero out-of-pocket cost. The new offerings build on six months of rapid platform growth, which included broader access to GLP-1 medications and premium diagnostic testing.
Nationwide Health Coaching Launch
The new Health Coaching program, now available in all 50 states, connects members with 30-minute bookable sessions in English and Spanish. Coaches use motivational interviewing and personalized guidance to help users develop sustainable habits in nutrition, fitness, sleep, stress management, and tobacco cessation.
“Health Coaching bridges the gap between visits and outcomes,” said Dr. Kate Baron, Head of Medical at Vitable Health. “It helps our members build habits that drive lasting health outcomes and true behavioral change, which is what sustainable wellness really requires.”
Expanded Women’s Health and Hormone Therapy Pilot
Vitable has also broadened its women’s health offerings, adding contraceptive options such as the self-administered Depo-Provera shot, Ella emergency contraception, and Xulane patches. The company is also piloting a hormone replacement therapy (HRT) program in Pennsylvania and Delaware focused on managing perimenopausal and menopausal symptoms, including hot flashes, sleep issues, and mood changes.
“Our HRT pilot represents how we build: we start where members need it most and scale quickly once we get it right,” said Joseph Kitonga, CEO of Vitable Health. “We’re proud to deepen our women’s health offering and help more members access care that’s often overlooked or difficult to reach through traditional benefits.”
Enhanced ICHRA Administration for Employers
On the employer side, Vitable expanded its ICHRA platform to offer more flexibility in managing health benefits. Employers can now automate premium payments directly to carriers or reimburse employees for premiums and other IRS-approved medical expenses outlined in Publication 502.
The enhancements give employers greater control over benefit design while integrating seamlessly with Vitable’s core care offerings. Together, they create a more holistic and efficient benefits model.
“ICHRA gives employers real flexibility in how they support their teams,” Kitonga said. “We’re building our platform so companies can manage contributions in ways that work for them, and we’re making the administrative experience as modern and seamless as the care itself.”
The expansion reinforces Vitable Health’s evolution from a regional healthcare provider to a national platform at the intersection of primary care, digital health innovation, and flexible benefits administration.
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