SureCo has named Federico Salvitti as chief growth officer, a hire the individual coverage health reimbursement arrangement (ICHRA) administrator is framing around a gap that independent research keeps documenting - workers who report being satisfied with their coverage while simultaneously avoiding care they can't afford to use.
That gap shows up consistently across independent surveys, not just SureCo's own research. The Employee Benefit Research Institute's 2025 Consumer Engagement in Health Care Survey, conducted with Greenwald Research, found that among privately insured adults whose health care costs rose over the past year, more than half cut discretionary spending and a third struggled to pay other bills to absorb the increase.
"Rising health care costs are affecting household budgets in very real ways," said Paul Fronstin, EBRI's director of health benefits research, noting that the pressure shapes both access to care and longer-term financial security even for people who keep their coverage.
Average family premium contributions, meanwhile, have climbed alongside that pressure, reaching $6,850 out of a roughly $27,000 average family premium in 2025, according to KFF's Employer Health Benefits Survey.
Salvitti's background is in marketing and growth leadership rather than investing directly. He has spent roughly six years as CMO and chief growth officer operating partner at SevenTrainVentures, a venture development firm that places him inside its portfolio companies to run go-to-market and growth strategy. SureCo is one of the companies in that portfolio, alongside Mint.ai, Stateset, and Webidoo, among others. He has taught marketing at NYU's School of Professional Studies since 2019 and co-founded Universita.it, an Italian education platform, which he exited in 2021.
SureCo CEO Matthew Kim framed Salvitti's task as closing the distance between what workers pay for coverage and what they're willing to spend to use it. "Nine in ten workers tell us they're satisfied with their benefits. Four in ten also tell us they've skipped care they needed because of the cost," Kim said, describing the two findings, both drawn from SureCo's own 2026 State of ICHRA report, as compatible rather than contradictory.
SureCo's growth case rests on ICHRA adoption trends that are real but contested in how brokers experience them once they've sold the product. SureCo's own broker survey found 56% of brokers now actively recommend or implement ICHRA, up from prior years.
A separate, independently conducted survey tells a different part of the story: more than half of benefits brokers have still never sold an ICHRA, and among those who have, broker expectations for continued adoption growth actually fell in 2026, with employee confusion during enrollment cited as the most common friction point.
That tension between rising adoption and uneven execution is the market Salvitti is stepping into. SureCo's pitch is that giving employees the ability to see and compare prices directly will eventually shift pricing power toward buyers, a case Salvitti has made at length on industry podcasts and speaking engagements. Employer and employee willingness for that shift is real, both SureCo's and independent data suggest. What remains unresolved is the enrollment friction that has kept a majority of brokers from selling the product at all.
