SureCo, a fast-growing healthcare technology company led by Matthew Kim, has raised $23 million in Series A funding to accelerate its mission of transforming how employers deliver healthcare benefits. The round was led by Health Velocity Capital and Kaiser Permanente Ventures, two powerhouse investors known for backing companies modernizing the healthcare ecosystem.

Headquartered in the U.S., SureCo has built a reputation for pioneering Individual Coverage Health Reimbursement Arrangement (ICHRA) solutions  -  a relatively new benefits model that’s rapidly changing how businesses offer healthcare coverage to employees. Through SureCo’s platform, employers can give workers access to individual insurance plans tailored to their needs, while still contributing financially, enabling more flexibility, choice, and cost control.

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A Growing Need for Better Employer Healthcare Models

The timing of SureCo’s funding couldn’t be more strategic. In 2025, the average annual premium for employer-sponsored family health coverage in the U.S. hit $26,993, marking a 6% increase year-over-year, according to the Kaiser Family Foundation (KFF). And with employers forecasting another 9% rise in 2026, the current system is reaching a breaking point.

Traditional employer health plans lock companies into rigid, one-size-fits-all coverage  -  leaving both employers and employees frustrated by rising premiums, limited options, and administrative inefficiencies. The ICHRA model, by contrast, lets businesses define a fixed contribution and empowers employees to choose the plan that fits them best from the open market.

Data from the HRA Council reveals that ICHRA adoption grew 34% year-over-year among larger employers and 52% among small to midsize companies, signaling a massive shift underway. Companies are increasingly drawn to the model’s predictability, transparency, and flexibility  -  all while maintaining competitive benefits for their workforce.

SureCo is at the center of this movement, providing the infrastructure and tech-enabled services that make ICHRA easy to implement, manage, and scale across organizations of all sizes.

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The Insight Every Founder Should Steal from SureCo

SureCo’s rise highlights a principle that every founder  -  especially those building in regulated or legacy-heavy industries  -  should understand: real disruption happens when you make alignment effortless.

Matthew Kim and his team didn’t just try to build a faster or cheaper health benefits platform; they solved for alignment between three powerful yet often conflicting stakeholders: employers (seeking cost control), employees (seeking personalization), and insurers (seeking compliance simplicity). By designing a platform where each party’s incentives are naturally aligned, SureCo built a system that grows stronger with every user added.

In legacy industries like healthcare, the biggest barrier to scale isn’t innovation  -  it’s misalignment. If you can build a product that reduces friction between institutions, compliance bodies, and end users simultaneously, you don’t just enter a market  -  you reshape it. That’s why SureCo’s approach isn’t just fintech applied to healthcare; it’s infrastructure for trust in one of the most complex systems in the U.S. economy.

This is the kind of insight that separates fast-moving startups from enduring category leaders:
Don’t just build a better system. Build the connective tissue that lets everyone else work better within it.

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Healthcare Benefits Are Being Rebuilt  -  From the Ground Up

SureCo’s ICHRA platform is part of a broader macrotrend toward personalized and tech-enabled healthcare benefits. According to the Health System Tracker, employers and regulators are increasingly recognizing the ICHRA model as a scalable solution to address systemic cost pressures while maintaining quality and choice.

Meanwhile, digital health adoption continues to surge. In 2025, 91% of employers with 50 or more workers now include telemedicine coverage in their primary plans  -  a figure that’s more than doubled since 2019. Employees expect seamless digital access to healthcare, not just during crises but as a default. This broader consumer shift toward flexibility and transparency is fueling demand for models like SureCo’s.

The company’s platform simplifies the transition for employers who want to migrate from traditional group plans to individualized ones without the usual compliance or administrative nightmares. Through advanced automation and regulatory intelligence, SureCo ensures a frictionless experience  -  one that delivers cost savings while improving employee satisfaction.

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Backed by Healthcare and Venture Powerhouses

SureCo’s $23 million Series A was led by Health Velocity Capital, a top-tier investor in healthcare innovation, and Kaiser Permanente Ventures, the venture arm of one of the nation’s largest integrated health systems. Their backing not only validates SureCo’s business model but also positions it to integrate deeply into the healthcare and insurance ecosystems.

With this funding, SureCo plans to expand its ICHRA platform, strengthen its data and compliance infrastructure, and continue building partnerships with brokers, benefits administrators, and insurance carriers nationwide.

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The Outlook for Healthcare Flexibility

Industry analysts predict that the U.S. ICHRA market will surpass $100 billion by 2030, driven by macroeconomic pressures and a growing desire among employers to decouple benefits from legacy group plan constraints. Companies like SureCo are building the connective technology that will underpin this evolution  -  infrastructure that doesn’t just reduce cost but reshapes how benefits are experienced.

Matthew Kim’s vision for SureCo reflects a future where healthcare coverage becomes as flexible and personalized as modern work itself. By combining regulatory compliance with consumer-grade usability, SureCo is building not just a product  -  but the foundation for a new era of employer-sponsored healthcare.