Alice is an innovative human-centered healthcare organization in Brazil, dedicated to the principles of better health through technology, empathy, transparency, and simplicity. We offer a unique care model that merges the functions of a primary healthcare provider with a direct-to-consumer health insurer. Alice connects to its narrow, high performing network of secondary and tertiary providers via deep clinical data integration and contracts that mostly avoid fee-for-service. Cutting-edge technology supports this care model, enabling rapid on-demand digital and in-person primary care services, linking providers and patients, and helping them navigate Alice’s health system to achieve their personalised health objectives.