Healthcare Solution Design
Partnership makes Exponential’s alternative primary care model available to self-funded Michigan employers.
GRAND RAPIDS, Michigan – October 15, 2025 — Exponential Health, a West Michigan direct primary care and wellness provider, today announced a partnership with Manifest, a healthcare solutions design studio, to make its proactive care model more accessible to Michigan employers.
The collaboration brings an alternative approach to primary care and wellness to Michigan employers. Unlike traditional primary care services, which are often underutilized and transactional, Exponential Health builds lasting relationships by addressing every aspect of health—lifestyle, nutrition, stress, and barriers to care.
We have built a practice for the people of West Michigan that exemplifies how healthcare should be— proactive and accessible. Too many people feel stuck in a system that is rushed, reactive, and impersonal. We offer an alternative path to well-being grounded in each person’s unique individuality.
— Roger Jansen, PhD, CEO of Exponential Health
Manifest, founded by Rick Abbott and Aaron Friedkin, MD—former Michigan healthcare executives and experienced startup leaders—was created on the belief that high-quality, local providers can improve costs and outcomes when empowered to collaborate with employers who fund healthcare benefits.
Employers have long struggled to make primary care accessible to employees and their families. Exponential Health has created a model that recognizes the unique healthcare journeys we are all on. Through this partnership, employers can now offer services that improve both the overall healthcare experiences and outcomes of their people.
— Aaron Friedkin, MD, co-founder of Manifest.
The partnership is focused on expanding Exponential Health’s primary care, brain, and wellness services across West Michigan. Beginning January 1, 2026, following recent federal legislation, members in high-deductible health plans will be able to use Health Savings Account funds to pay for these services—laying the groundwork for employer integration in 2027.
Exponential Health has built one of the preeminent direct primary care practices in West Michigan. We all need an advocate as we navigate a complex healthcare ecosystem, and Roger and his team are well-positioned to help patients lead healthier, more fulfilling lives.
— Rick Abbott, co-founder and CEO of Manifest
The new offerings will be available to Michigan employers later this year, with plans to expand regionally in 2026.
Manifest is a healthcare solution design studio on a mission to build a better healthcare ecosystem—one designed with people at the center. Founded by former Michigan healthcare executives Rick Abbott and Aaron Friedkin, MD, Manifest creates human-centered, connected systems that reimagine how care works for Michigan employers, providers, and advisors in areas like primary care, behavioral health, orthopaedics, cancer care, imaging, and infusions. By incubating and scaling high-quality solutions with local providers, we make it easier and more affordable for employees to receive exceptional care close to home.
MEDIA CONTACT: Hello@manifest.health