Centivo acquires assets from Apostrophe, Inc.

Centivo acquires assets from Apostrophe, Inc. 1043 793 Apostrophe Health

Buffalo, NY, June 23, 2021Centivo, a health plan for self-funded employers anchored around leading providers of value-based care, announced today that it has acquired certain assets, including select client and healthcare provider relationships and intellectual property, from Apostrophe Inc., a Denver-based health benefits platform and third-party administrator, effective immediately. By acquiring these assets from Apostrophe, Centivo will gain further scale and capabilities to better serve its growing list of clients and members.

Centivo will service select current clients and members of Apostrophe, while also leveraging some of Apostrophe’s unique and creative member engagement strategies across the entire firm. Terms of the agreement were not disclosed.

“We are proud and excited to welcome this group of Apostrophe colleagues, clients and members to Centivo. We share a philosophy and business model rooted in transparency, kindness, and most importantly, the need for true, employer-led systemic change in the US health system.”

– Ashok Subramanian, CEO of Centivo

“It has been my honor to lead Apostrophe to this point, and it is now the right time for a select group of clients, members and providers to join an industry innovator like Centivo.”

– Cheryl Kellond, CEO of Apostrophe

This agreement also further demonstrates Centivo’s market momentum and rapid growth, including recent market launches in Iowa and eastern Wisconsin.

About Centivo
Centivo is a new type of health plan anchored around leading providers of value-based care. Centivo saves self-funded employers 15 percent or more compared to traditional insurance carriers and is easy to use for employers and employees. Our mission is to bring lower cost, higher quality healthcare to the millions of working Americans who struggle to pay their healthcare bills. With Centivo, employers can offer their employees affordable and predictable costs, a high-tech member experience, exceptional service, and a range of benefit options including both proprietary primary care-centered ACO models as well as traditional networks. For more information, visit or follow us @Centivo on LinkedIn or @CentivoHealth on Twitter.

MinuteClinic® Locations Provide Apostrophe Members Access to Quality, Convenient and Affordable Care

MinuteClinic® Locations Provide Apostrophe Members Access to Quality, Convenient and Affordable Care 800 534 Apostrophe Health

Helping our members get the quality care they need at affordable prices is at the heart of Apostrophe Intelligent Health Benefits

Whether down the road or away from home, our members now have convenient options for non-urgent care*, when their primary care physician isn’t available. 


MinuteClinic locations are staffed by licensed nurse practitioners and, in some locations, physician assistants, who can treat non-urgent illnesses, injuries and provide wellness services for: 

  • Coughs, sore throats, fevers 
  • Burns and bug bites
  • Diabetes, high blood pressure and high cholesterol
  • And so much more!


There are over 1,100 clinics in 33 states and D.C. and are open 7 days a week, including evenings and weekends. 


As part of the Apostrophe Smart Shopper program, members with copay plans can visit a MinuteClinic for $0. That’s right — ZERO! 

Members with an HSA plan will benefit from the low cost, convenient care.

Visit to find a location or schedule a visit.

*Not all MinuteClinic services are covered. Members should check their Summary Plan Description for details.

8 Myths of Reference-Based Pricing

8 Myths of Reference-Based Pricing 150 150 Apostrophe Health

What is Reference-Based
Pricing (RBP)?

Reference-based pricing (RBP), simply put, is a way to pay providers using a reference point, like Medicare. When first introduced over a decade ago, visionary leaders wanted to lower costs for self-funded plans. While they were successful in lowering costs, there were gaps in the quality of care and member experience. Apostrophe studied those gaps and designed a better plan that all but eliminates them, setting Apostrophe apart from other TPAs.

Do you know how healthcare costs are determined?

Transparent RBP Plans
Rates reflect the actual, fair and regionally adjusted cost of healthcare.

Traditional PPO Networks
Rates are a discount off of arbitrarily billed chargemaster.


The plan will save money, but the member experience
will be poor.

Delivering a good member experience is at the core of what we do, and our members love us for it. ➔

High-quality providers

Member Care team that actually cares

No billing chaos

Our payment strategy and $0 benefits that steer members to high-quality, lower-cost providers greatly reduce balance bills.
less than
Claims resulting in a balance bill*
Balance bills under $500**


RBP plans
result in a large percentage of balance bills.


Lower cost means lower quality providers.

Contrary to popular belief, costs are not correlated to quality. Members have access to a variety of providers, some with the highest quality ratings in our markets. The only difference is, we’ve negotiated fair, transparent prices. In exchange, we steer our members to them.
On the rare occasion a balance bill occurs, we support our members every step of the way with education and communication. We work with providers and negotiate a settlement to protect members from collection activity and credit reporting.
Balance bills settled within 30 days**


If a member gets a balance bill, they’re on their own.


Balance bills often end up in litigation.

We prefer to negotiate, not litigate.

And we’re pretty good at it.

the number of
Apostrophe claims
that landed in court*:
the number of
Apostrophe members
who have had a hit
to their credit*:


Balance bills will ruin members’ credit ratings.

oh health yeah!


Members will have to travel far to see providers.

Apostrophe plans include access to a variety of high-quality in-person and virtual providers, including primary care, urgent care, behavioral and physical therapy.

As a Certified B Corporation, we believe in business as a force for good. Our values — Simplicity, Transparency and Love — keep us aligned with our customers.


It’s hard to find an RBP vendor
I can trust.

* Data is based on all Apostrophe claims over the last four years.
** Data is based on 2020 Apostrophe claims

Apostrophe is the mid-market leader in intelligent health benefits. We offer the only turnkey solution that balances savings with quality care and member experience.

Kathy Keating Featured in “Authority Issues: A Leadership Podcast”

Kathy Keating Featured in “Authority Issues: A Leadership Podcast” 2258 1500 Apostrophe Health

Apostrophe’s very own Kathy Keating is featured in this leadership podcast.

You’ll laugh, you’ll cry, you’ll even learn some interesting things.

From the show notes:

In this episode Kendall, rachel, and Kathy Keating discuss:

  • Kathy’s path to leadership/management as a result of her willingness to be willing to do something that nobody else knew how to do and try and solve the problems nobody else was willing to try and tackle
  • That Kathy’s company, Apostrophe, is going to solve healthcare, whoah!
  • Just how meta Kendall can get 🙂
  • The happenstance of making connections–rachel always looks at peoples’ shoes too!
  • How learning to stand your ground, especially as a woman in tech leadership, to say what you believe and recognize your own value was Kathy’s hardest lesson to learn
  • The biggest challenges of tackling the healthcare industry: working with archaic infrastructure and processes, the amount of data that must be secure, working within the existing ecosystem of the industry as it has evolved over the years, having to be willing to accommodate technologists who don’t know what an API is
  • FTP servers, they still exist!
  • The importance of making sure the folks you recruit, both employees and investors, believe in your company’s mission and values when the problem is as hard and widespread as affordable healthcare
  • Kendall’s jaded worldview about why people work for Google 🙂
  • The importance of keeping the audacious goals and values at the top of everyone’s mind
  • Kathy’s view of having authority is that leadership is a support role, that it’s proven out by the folks who come to work for her at multiple companies
  • How working for a CEO who just told her to do what he told her and didn’t want to hear her thoughts led her toward a more collaborative approach, and founding her own company
  • The fact that no one was more shocked than she was to learn she’s 100% introverted per Meyers-Briggs, and how she figured out that if she works on something meaningful, she has meaningful conversations, which bypasses the introversion issues
  • How senior leadership means moving beyond just protecting and serving your own team to seeing a bigger picture within an organization
  • That Kathy sometimes trains her teams to adapt to change by changing lots of things all the time, and it’s important to make it not scary–experimentation vs fear of failure
  • The rules of cat ownership

Find Kathy on Twitter @kathkeating

StartUp Cribs Interview with CTO & Co-Founder, Kathy Keating

StartUp Cribs Interview with CTO & Co-Founder, Kathy Keating 2405 1500 Apostrophe Health

Apostrophe’s very own Kathy Keating was featured on StartUp Cribs!!

Kathy Keating with StartUp Cribs

BLS ASCEND Interview with Cheryl Kellond

BLS ASCEND Interview with Cheryl Kellond 2360 1500 Apostrophe Health

Cheryl Kellond, CEO and Co-Founder of Apostrophe, interviews with BLS over ASCEND