What is an HRA, and what is a CHOICE?
A Health Reimbursement Arrangement (HRA) is an employer-funded benefit that reimburses employees for healthcare expenses.
There are several types of HRAs, each designed for different company profiles:
Group Coverage HRA (Integrated HRA): Paired with a traditional employer health plan to offset out-of-pocket costs.
Qualified Small Employer HRA (QSEHRA): For employers with fewer than 50 FTEs offering a tax-free allowance for individual coverage.
CHOICE Arrangement: Lets employers of any size reimburse employees for the cost of their own individual health insurance plans, rather than offering a one-size-fits-all group policy.
CHOICE is the fastest-growing option because it offers:
Cost control for employers (you decide the budget and predict costs).
Flexibility for employees (each person chooses a plan that fits their family, location, and health needs).
Tax advantages (contributions are tax-deductible for employers and generally tax-free for employees).
This flexibility is why many businesses—especially startups and growing teams—are turning to CHOICE as an alternative to traditional group health insurance.
Why does the CHOICE administration model matter?
Once you’ve chosen CHOICE as your solution, the next big decision is how to administer it: through CHOICE software or a full-service vendor. Both approaches can be compliant, but the level of support, risk reduction, and employee experience varies significantly.
What is CHOICE software?
CHOICE software refers to technology platforms that employers use to manage the administration of their CHOICE benefits. These tools typically offer:
Self-service employer onboarding
Digital notice delivery to employees
Reimbursement tracking and documentation
Compliance support for IRS reporting
Broker dashboards (in some cases)
Think of CHOICE software like a TurboTax for health benefits: you’re still doing most of the work, but the software guides you through it. This model is often appealing to smaller employers or benefit consultants who are comfortable navigating health insurance and compliance rules.
Key players: Take Command Health, PeopleKeep, Remodel Health (in software-only configurations)
What is a full-service CHOICE vendor?
A full-service CHOICE vendor goes well beyond software. These companies combine technology with live support, strategic guidance, and employee education to offer a more turnkey solution.
In addition to platform tools, full-service vendors typically provide:
Custom health plan design consulting
White-glove employee onboarding and support
Real-time plan recommendation engines
Ongoing compliance management and audits
ACA reporting, W-2 preparation, and IRS form filing
Integration with payroll, HRIS, and benefits systems
Some full-service vendors even act as co-pilots for brokers—helping with quoting, renewals, and client engagement throughout the year.
Key players: Thatch, Take Command Health (Enterprise), Gravie (via their own integrated model)
CHOICE software vs. full-service vendors: side-by-side comparison
| Feature | CHOICE Software | Full-Service Vendor |
|---|---|---|
Employer onboarding | Self-serve setup | Dedicated account team |
Plan design support | Limited or templated | Custom strategy |
Employee education | Digital-only or email-based | Live support + guided recommendations |
Compliance (ACA, IRS) | Basic tools | Automated + human-reviewed |
Reporting & filings | Employer responsibility | Fully managed (1095-C, W-2, IRS filings) |
Integrations | Limited | Payroll + HRIS sync |
Broker support | Broker portal (varies) | Partner enablement |
Best fit for | Small employers, DIY consultants | Growing employers, remote teams |
Why does the difference between software and full-service matter?
1. Your team's time and expertise
With CHOICE software, your team must understand the rules, handle documents, answer employee questions, and manage errors. Full-service vendors reduce that burden dramatically—especially valuable for lean HR teams or companies without dedicated benefits staff.
2. Employee experience
A great CHOICE experience depends on how easy it is for employees to shop for and enroll in individual coverage. Software-only solutions often link out to third-party marketplaces with limited plan comparisons.
By contrast, full-service vendors can guide each employee to the right plan for their budget, location, and needs, leading to better satisfaction and uptake.
Thatch data shows that employees offered curated plan recommendations are 2x more likely to successfully enroll compared to those using generic marketplaces.
3. Compliance risk
CHOICE rules are complex and evolving. For example, employers must:
Reimburse only qualified expenses (IRS Publication 502)
Avoid discriminatory plan designs (per ERISA and ACA)
Software can help—but full-service vendors offer hands-on support and an extra layer of human oversight, which reduces the risk of costly errors or audits.
Which CHOICE administration model is right for your organization?
You might prefer CHOICE software if:
You have 1–10 employees
Your HR team is benefits-savvy
You’re highly cost-sensitive
You’re working with a broker who handles strategy
You might prefer a full-service vendor if:
You’re scaling a team of 25+
You want to minimize HR burden
You need customized plan design
You want a long-term, scalable solution
Many companies start with software and switch to full-service as complexity grows. Others go full-service from the start to avoid growing pains.
Frequently asked questions about CHOICE vendors and administration
Q: Are full-service CHOICE vendors more expensive? A: They typically cost more than software-only platforms, but the total ROI may be higher due to reduced HR time, better plan matching, and fewer errors.
Q: Can brokers still work with full-service CHOICE vendors? A: Absolutely. Some vendors, like Thatch, are built to support and scale broker relationships.
Q: Do I still need a compliance consultant with a full-service vendor? A: Not usually. Full-service platforms handle ACA, ERISA, COBRA, and IRS compliance as part of their offering.
Resources
Healthcare.gov: What’s a CHOICE?
IRS: Qualified Health Plans for CHOICE
SHRM: Health Care Benefits Trends
ERISA Compliance Guidelines
Last updated: August 2025
This article is for general educational purposes and is not legal advice. The opinions shared here belong to the author and are not official statements from Thatch. For legal and tax questions, please consult a qualified professional.
