OffPlan Raises $2.5M Seed to Challenge Healthcare’s Most Expensive Habit

Atlanta-based OffPlan has raised $2.5M in seed funding to expand its membership-based primary care platform across multiple U.S. states over the next 2 years. The company was founded by Greg Rable and Omar Fernandez, healthcare and technology operators who believe one of the biggest cost drivers in American healthcare is hiding in plain sight: using insurance for routine care. OffPlan's model combines direct primary care, transparent specialty pricing, employer-funded healthcare benefits, and catastrophic coverage into a structure designed to reduce administrative friction for employers, physicians, and patients. The funding signals growing interest in healthcare models focused on cost predictability, physician accessibility, and simplifying routine care rather than adding more complexity to an already overloaded system. Investor identities were not publicly disclosed in the announcement.

What Happened

Healthcare is one of the few industries where complexity often gets mistaken for sophistication. A patient schedules an appointment, an employer renews a benefits plan, and a physician submits documentation. Somewhere between those events, layers of claims processing, prior authorizations, billing systems, carrier negotiations, and administrative workflows begin multiplying. OffPlan believes that is the wrong architecture.

The Atlanta-based healthcare company has secured $2.5M in seed funding to expand its membership-based primary care platform into additional markets. The company is initially launching in Florida and Virginia, with broader expansion planned over the next 2 years. The leadership team includes Greg Rable (Co-Founder & CEO), Omar Fernandez (Co-Founder & COO/CCO), Dr. David Hardin (Chief Medical Officer), Pepper Garretson (Chief Technology Officer), and Harvey Busby (Chief Financial Officer). According to the company's website, OffPlan's premise is straightforward: insurance should be reserved for catastrophic events, not routine healthcare interactions. That sounds simple because it is, and simple just happens to be rare in healthcare.

Why This Matters

Healthcare spending continues to climb despite decades of digitization, compliance initiatives, benefits redesigns, and technology investments. Many solutions have attempted to optimize the existing system, but far fewer have questioned whether the structure itself makes sense. OffPlan operates within the broader Direct Primary Care (DPC) movement, a healthcare model that separates routine care from traditional insurance reimbursement structures, arguing that a significant percentage of healthcare interactions are predictable and should be treated differently than major medical events.

Instead of routing every primary care interaction through a traditional insurance framework, OffPlan offers a membership-based model that includes unlimited primary care visits, chronic disease management, telehealth access, basic laboratory services, same-day access, transparent specialty pricing, employer-funded healthcare structures, and catastrophic event protection. The distinction matters because administrative overhead has become one of healthcare's most expensive products. Nobody puts it on a brochure, but everybody pays for it.

Market Context

The timing of the OffPlan funding round reflects broader pressures building across employer-sponsored healthcare. Small and midsize businesses continue facing rising healthcare costs while employees demand faster access, better experiences, and more predictable benefits. At the same time, physicians increasingly report burnout tied to administrative workloads rather than clinical care itself.

According to the Centers for Medicare & Medicaid Services (CMS), U.S. healthcare spending has exceeded $4.8T, making cost containment one of the largest economic challenges facing employers and healthcare stakeholders. That combination creates an unusual market opportunity where employers want cost predictability, patients want accessibility, and physicians want less bureaucracy, even though those objectives often appear contradictory inside traditional healthcare structures. Companies like OffPlan are betting those interests can become aligned if routine care and catastrophic care stop being treated as the same problem. The strategy is not about eliminating insurance but being more selective about when insurance enters the conversation.

Competitive Landscape

OffPlan enters a healthcare market already populated by direct primary care providers, alternative benefits platforms, healthcare navigation companies, and employer-focused healthtech startups. What differentiates OffPlan is the combination of physician-owned practice partnerships, membership-based primary care, transparent specialty pricing, and employer-focused benefit design operating within a single framework.

The company's leadership backgrounds reinforce that positioning. Greg Rable brings experience building and exiting multiple companies, including ventures acquired by larger organizations, while Omar Fernandez brings more than 25 years of healthcare industry experience spanning specialty pharmacy and physician practice support. Meanwhile, Dr. David Hardin, Pepper Garretson, and Harvey Busby represent the clinical, technology, and financial perspectives required to execute a model that touches multiple parts of the healthcare ecosystem simultaneously. Healthcare rarely suffers from a shortage of ideas, and execution is usually where reality starts asking difficult questions.

What This Signals

The OffPlan funding announcement reflects a broader shift happening across healthcare technology. Investors increasingly appear interested in businesses that simplify economic relationships rather than businesses that add another software layer on top of existing complexity. Many healthcare startups focus on optimizing administrative workflows, while a growing number are focusing on removing them. The difference may sound subtle, but financially, operationally, and culturally, it is enormous. Healthcare's next wave of innovation may come less from building new systems and more from questioning assumptions that became accepted simply because they have existed for decades.

The Bigger Industry Shift

One of the most valuable questions in business is deceptively simple: Why are we doing it this way? OffPlan was built around that question, looking at routine healthcare, looking at insurance, and challenging a relationship many people treat as inevitable.

Whether the model succeeds at scale remains to be seen, but what is already clear is that founders, investors, employers, and physicians are increasingly willing to revisit assumptions that once felt untouchable. That trend extends well beyond healthcare. Across technology, fintech, cybersecurity, enterprise software, and AI infrastructure, some of the most interesting companies are not creating entirely new markets. They are removing friction from existing ones. OffPlan's $2.5M seed round is another example of that pattern emerging inside one of the largest and most complex industries in the United States.