Gravie Welcomes New Head of ICHRA Product: Q&A with David Matthew Millar
ICHRAs (Individual Coverage Health Reimbursement Arrangements) are currently skyrocketing in popularity among employers seeking a new health benefits solution. According to the HRA Council’s latest annual report, ICHRA adoption grew 29% from 2023 to 2024. Plus, in our research, we found 89% of decision-makers are likely to consider health benefits through ICHRAs in the coming three years.
Gravie has been a leader in the ICHRA space since the program was first introduced. And ever since, we’ve been continually evolving our ICHRA solution to reduce administrative burdens on employers and provide a seamless experience for members. But we’re not stopping there, we’re also reimagining our ICHRA product from the ground up – with a focus on how members want to shop for and enroll in health benefits. We’re doing it all with David Matthew Millar at the helm as our new Head of ICHRA Product.
Coming from health insurance software provider Take Command Health, Millar brings unparalleled ICHRA product experience and a well-rounded innovative mindset for technologies, healthcare and elevating user experience. Read on to learn more about his background, passion and vision for this industry.
Q: What excites you about leading the ICHRA product at Gravie?
Like others, I believe the U.S. healthcare system could be improved to help so many more people. The opportunity that ICHRA offers excites me because it empowers members to make their own healthcare decisions and controls costs for businesses, offering a more democratic approach to healthcare. It gives individuals flexibility over their healthcare choices, much like how the internet revolutionized travel planning without the need for travel agencies. My goal is to help create a system where Gravie members have a voice though ICHRA and can manage their healthcare effectively and affordably. Looking ahead, we are already planning significant product enhancements for the 2025 enrollment season to further improve our customer experience and expand customization options.
Q: How will the success and growth of Gravie ICHRA be measured?
We’re focused on understanding member experiences and leveraging direct customer feedback. Quantitatively, we’re also tracking participation rates, financial flows and any issues that members face, while aiming to reduce these problems and improve overall member satisfaction. That also means we’re ensuring seamless payments and synchronization with carriers to enhance the Gravie ICHRA experience.
Q: What do you see as the main challenges in the ICHRA landscape, and how do you plan to address them?
The ICHRA solution is at an interesting point in its innovation arc. It’s poised to move beyond the early adopter stage but not yet mainstream. We’re excited about the traction it’s gaining in the marketplace, but there are several challenges it’s facing. These include navigating the complex carrier landscape with its various state regulations, managing employer contributions to maximize benefits, educating employees on ICHRA products and helping them make informed choices in the individual marketplace. By improving facilitation and customization of ICHRA plans, we’re working to overcome these hurdles and make ICHRAs more appealing, accessible and effective for both employers and employees.
Q: What unique experiences do you bring to support Gravie ICHRA?
I’ve seen firsthand the challenges and opportunities in the ICHRA market over the last few years, and I am committed to accelerating Gravie’s product growth and impact. Gravie is already a leader in the ICHRA market, and our team’s goal is to further enhance Gravie’s technology capabilities to drive better outcomes for members. By focusing on our strengths as a benefits company, we can positively influence the individual healthcare market and continue to lead the innovation of this solution.
Q: Tell us about your professional background.
Before joining Gravie, I dedicated my work to enhancing healthcare access through Take Command’s ICHRA offering and developing money management solutions. I’m deeply passionate about ICHRA because high costs have stripped so many employers of the opportunity to provide affordable, high-quality healthcare to their teams. Now, through ICHRA, that’s finally possible, and we get to see employers support their teams in a rewarding, new way, and employees’ wellbeing is positively impacted. I also have worked in various fields, including technology and product development for event-based experiences, and creating SMS-based apps in Africa that enabled doctors to interact with patients remotely that was equally fulfilling to my current work with ICHRA. And I’ve also dabbled in digital operations and political campaign advising in the United Kingdom.