ASR Health Benefits Rebrands as Health Alliance TPA by Henry Ford Health

Grand Rapids, MI — May 19, 2026 — ASR Health Benefits today announced it is becoming Health Alliance TPA by Henry Ford Health, a name that more clearly reflects the organization’s integration with Troy-based Health Alliance Plan and Detroit-based Henry Ford Health. Health Alliance TPA administers self-funded plans on behalf of a growing number of employers across Michigan and beyond.

This brand evolution aligns with its parent organization’s transition to Health Alliance Plan by Henry Ford Health, reinforcing a shared identity across the enterprise.

“Our new name puts our role as a third-party administrator front and center, signals our connection to Health Alliance Plan and makes our relationship with Henry Ford Health impossible to miss,” said Chris Moyer, president of Health Alliance TPA and senior vice president of markets for Health Alliance Plan. “We’re not leaving our history behind. We’re building on it—using our name to tell a clear, confident story about who we are: a trusted TPA partner, backed by one of the most respected health systems in the country.”

Through its integration with Henry Ford Health, Health Alliance TPA brings expanded innovation and care solutions to employer partners. For example, employers can leverage Henry Ford Health expertise to support onsite nursing services or access mobile mammography units, making preventive care more convenient for employees. Health Alliance TPA also partners with Nomi Health to offer employers an affordable option for accessing care within the Henry Ford Health clinical network.

This brand change will not affect any member coverage, benefits or provider networks. Members will continue to have access to a broad provider network both within and outside Henry Ford Health. Updated materials and member ID cards will roll out on a typical schedule, while brokers and providers will continue working with the same contacts and teams.