Fay Rotenberg, Firefly Health, on blowing up the annual visit in favor of proactive care

The Pulse by Wharton Digital Health

In this episode, we interview Fay Rotenberg, CEO of Firefly Health. We chat about her experience joining Firefly Health in 2017, discussing how what started as a virtual-first primary care offering has developed into a solution that will help consumers get, find, and pay for care. Firefly Health is trying to deliver concierge medicine at scale. They began with a virtual-first primary care offering that used an innovative leveraged care team approach to care for and build trust with their patient population, which is primarily chronically ill, commercially-insured individuals. As they grew, they added in a virtual specialty network and a set of “last mile care delivery” partners to extend their network of physicians to cover more of the care their patient’s needed. Now, after a $40M Series B raise in April of this year, led by andreessen horowitz, they are launching their own health insurance product, targeting smaller/ mid-market employers and allowing them to pool risk to share in the savings achieved by the Firefly model.