A $1 trillion market, ripe for disruption.
Direct-pay is the fastest-growing segment of U.S. healthcare, and Apptly sits at its center.
From total opportunity to obtainable revenue.
U.S. physician & clinician services.
High-deductible and uninsured Americans — roughly one-third of the country.
Obtainable in the next 2–3 years.
Every doctor is a growth engine.
Each physician brings an existing panel of 2,000 to 5,000 patients. That panel is our acquisition channel, at near-zero cost.
| The math, per doctor | |
|---|---|
| Average patient panel | 2,000 to 5,000 |
| Weekly visit volume | ~50 / week |
| Direct-pay opportunity (2%) | 1 patient / week |
| Annual direct-pay visits | ~50 / year |
| Average fee per visit | $200 to $300 |
| Apptly net (20 to 50%) | $40 to $150 |
| Revenue per active doctor | $2,000 to $7,500 / yr |
Six revenue streams. One network.
Patients booking directly. The fastest-growing segment.
Physicians serve out-of-network patients from existing panels.
MA disability, federal fit-for-duty, VA. Already live.
Self-insured employers contracting for transparent access.
Booking, profile and scheduling. $6M ARR scaling to $12M+ at 10K docs.
Labs, imaging, longevity and integrative products on-platform.
Direct Pay Option (DPO) — a consumer-driven health plan.
Employers offer direct-pay care as a benefit, powered by Apptly, the marketplace and the payment rail.
- • A direct-pay benefit offered alongside traditional insurance.
- • Employers save on premiums; employees get faster, transparent care.
- • Apptly captures every transaction in the marketplace as the payment rail.
- • Pairs naturally with HSA, ICHRA and self-funded employer models.
- • Employers see costs. Employees see prices. Complete alignment.
The window is open — and defensible.
Legacy revenue-cycle software exists to maximize insurance billing. No path to legal cash-pay isolation.
Intelligent specialty matching and automated acquisition. The operating system for direct-pay care.
5,000+ specialists, 55 specialties, all 50 states, credentialed and live. Years and $10Ms to replicate.
Medicare-compliant from $50, HSA/FSA ready, HIPAA cash-pay. Founder on NCVHS, advisory to HHS.
Four validated segments: DTC, government, employers, partners. Diversification single-use platforms can't match.
Cost Plus, federal price-transparency mandates, the ICHRA explosion and the longevity boom — all aligned.