Nick Soman, CEO & Founder of Decent: $43 Million Raised to Build the Future of Direct Primary Care

Risk and Motivation: Nick secured the domain "Decent" by spending $60,000 from his home equity line, pushing himself to succeed with the venture by leveraging personal risk.

Broken Healthcare System: Healthcare is fundamentally flawed because incentives are built around raising costs rather than reducing them, with insurance companies benefiting from inefficiencies in the system.

Level Funded Health Plans: Decent offers an innovative solution by combining level-funded health plans and direct primary care, allowing even small businesses to self-insure and save up to 40% compared to traditional market rates.

Direct Primary Care Movement: Decent is riding the wave of the growing direct primary care movement, which allows doctors to focus on personalized care for fewer patients while reducing overall healthcare costs.

GTM Strategy Evolution: Initially, Decent struggled with messaging. They shifted from promoting direct primary care upfront to leading with cost savings, which significantly improved their sales success.

Scaling Through Brokers: Instead of bypassing brokers, Decent embraced them, building tech tools to empower them, which proved crucial for scaling and reaching more small businesses.