At the young age of 14, Nathan Udy began fighting a traumatic battle against a rare and deadly cancer diagnosis. Often frustrated by claim denials and the overwhelmingly opaque health insurance system, he and his parents continued to battle his cancer—and they won. This formative experience planted a seed of determination in Udy, one that led him to start building a different approach to healthcare.
Udy’s mission is as much personal as it is business, working to revolutionize employee healthcare and have a sustainable impact on the benefits industry. As President and CEO of Planstin Administration, Udy envisions a healthcare system built around the people it serves, not health insurance companies.
Having been named one of the “Best CEOs to Watch 2025” by The CEO Views, Udy’s story explores his leadership journey and the influence he is having on the healthcare and benefits industry.
Vision Born from Experience
Founded in 2016 in St. George, Utah, Planstin reflects Udy’s commitment to simplify healthcare and make quality benefits accessible, driven by a personal resolve to spare others the struggles his family endured. Over the years, his vision has evolved from addressing individual pain points to building a scalable, innovative platform that empowers businesses to offer affordable, customizable health plans—a vision now embodied in Planstin’s streamlined processes and humanized approach to benefits administration.
Leading with Empathy and Agility
Udy’s blend of empathy and pragmatism sets him apart as a leader in the rapidly evolving healthcare industry. His early career as an insurance broker gave him firsthand insight into the complexities that confound employers and employees alike. “I gravitated toward helping those who found it difficult to find good healthcare options,” Udy shared. This perspective fuels his leadership style, prioritizing clarity, accessibility, and cost efficiency.
Unlike many in the industry, Udy focuses on the segment of small and medium-sized businesses often overlooked by traditional third-party administration. His ability to combine entrepreneurial agility with a deep understanding of healthcare’s systemic challenges allows Planstin to deliver solutions that save clients 40–60% compared to conventional group health insurance.
Empowering through Innovation
Planstin’s mission, as Udy succinctly puts it, is “to build solutions that empower businesses to provide affordable, quality benefits tailored to their employees’ needs.” This mission comes to life through innovations like unique member portals, allowing business owners to customize health plans with just a few clicks, eliminating the complexity that often overwhelms small businesses.
A groundbreaking offering spearheaded by Udy is the Ultrio Membership, introduced in 2023, which bundles virtual primary care, prescriptions, and Zion HealthShare’s medical cost-sharing program into a single, affordable membership package. Ultrio saves members an average of 46% compared to traditional marketplace plans, showcasing Udy’s aptitude for harnessing nontraditional healthcare solutions that prioritize flexibility and value.
Making a Difference—One Client at a Time
Planstin clients can testify to the impact of Udy’s tenacity. For example, when a growing company with 40 employees scattered across the country came to Planstin, they were drowning in costs and frustrated by limited network options. For them (and so many businesses like them), offering quality benefits felt impossible. But, for clients in this situation, Udy sees through the challenges to an opportunity to build smarter.
Armed with this problem-solving ethos, Udy and his team created a benefits strategy for this client that didn’t force them into a one-size-fits-all solution. Planstin was able to integrate local providers across multiple regions into a custom, self-funded plan. This ensured employees had access to meaningful care close to home while keeping costs in check for the business. The result of this partnership was a flexible, sustainable benefits program that is still going strong three years later—and yet another Planstin client who finally feels in control of their healthcare expenses.
Perseverance and Progress
During difficult times, Udy draws motivation from his team’s shared triumphs and the tangible impact of their work. Personally, Udy stays grounded by reflecting on his original purpose—ensuring no one feels lost in the healthcare maze as his family once did. This clarity keeps him focused, whether navigating market shifts or economic pressures like the projected 9% rise in healthcare premiums for 2025.
While Planstin’s financial achievements are notable, for Udy, success transcends revenue. For example, Planstin was recognized as a finalist at the 2024 Innovation Awards for affordable benefits solutions. But, beyond the accolades, Udy primarily measures impact through social good and employee well-being. Udy’s emphasis on dependability ensures employees feel valued, with benefits like preventive care and HSA options enhancing their health and financial security.
Staying Ahead of the Curve
Staying ahead of industry trends requires vigilance and innovation. Udy keeps Planstin future-ready by leveraging technology, such as integrations with tools like Hint Connect for expanded direct primary care (DPC) offerings, and by anticipating regulatory changes, like ACA compliance for large employers.
Udy’s team keeps Planstin responsive by pairing data-driven insights with user-friendly solutions, like a Member Services team that answers calls in under a minute. He also tracks emerging healthcare models, such as medical cost-sharing, which he has championed as Board Chair of Zion HealthShare, growing it to 60,000 members.
Expanding the Reach
Looking ahead, Udy envisions Planstin expanding its reach and refining its offerings. Upcoming innovations will include enhancing the member portals with AI-driven personalization to further simplify plan selection and exploring partnerships to broaden Ultrio’s accessibility. Udy also aims to deepen Planstin’s impact on underserved communities, potentially through new membership models that address gaps in traditional insurance.
A Legacy
Udy hopes to be remembered as a CEO who humanized healthcare. “I want to leave a system where businesses and employees feel empowered, not burdened, by their benefits,” he says. His work with Planstin and Zion HealthShare reflects a broader ambition: to reshape healthcare into a transparent, community-driven ecosystem. By fostering trust, driving innovation, and prioritizing people over profits, Nathan Udy is not just leading a company but redefining what healthcare can be—a legacy that will endure long after his tenure.
“We face challenges together, share triumphs, and help one another reach our goals.”
