Last week, Counsel was named to Future 50, a curated list of the 50 most promising startups from across the world. The recognition places us alongside companies like Clay, Privy, and Alife, all of whom have gone on to become category leaders. For Counsel, being included in this group is an honor and a strong signal that our care model is resonating in a way that will shape the next era of healthcare. Our team is energized for what’s ahead, with three priorities guiding our work:

1. Scaling our AI-native care delivery platform

2. Expanding access to personalized, benefits-aware care

3. Delivering measurable ROI for employer and health plan partners

Scaling our AI-native care delivery platform

At the heart of Counsel’s model is the Clinician Cockpit, a proprietary clinical-grade AI model that’s trained on medical records and clinical guidelines to deliver safe, context-aware care. It uses retrieval-augmented generation (RAG) and structured summarization to surface the most relevant details from a patient’s history, then drafts an evidence-based response for physician review. Our model, which aligns with Google’s recent AMIE experiments, improves provider efficiency by 79% and care quality by 13%.

Unlike general-purpose AI, our models are specifically built for medical decision-making and guided by licensed physicians who can take real clinical action, including prescribing medications, ordering labs, and making specialist referrals. This fusion of specialized AI and human oversight is a defensible advantage that off-the-shelf technology cannot match.

Expanding access to personalized, benefits-aware care

Counsel is reshaping care delivery by providing employees and members with medical care and guidance that is personalized, context-aware, and continuous. Our physicians’ responses are grounded in each member’s clinical history and the full range of benefits available to them. Because we partner directly with employers and health plans, we can integrate benefit guides and program details into our clinical workflow. This allows our physicians to direct members to the most appropriate next step for their care, whether that is an in-network specialist, a targeted wellness program, or an existing digital health solution.

By serving as the benefits front door, Counsel ensures that members make full use of available resources. This strengthens existing benefits ecosystems, drives higher engagement, improves outcomes, and contributes to our 9.8/10 member satisfaction score.

Delivering measurable ROI for employer and health plan partners

Counsel has demonstrated an ability to operate at scale while delivering measurable value. We serve more than 100,000 members across Medicare plans, national insurance brokerages, high-growth startups, and one of the largest urgent and primary care networks in the country.

For employer populations, Counsel demonstrates significant cost savings, primarily by reducing unnecessary ER and specialist visits, and improving care coordination. In our most recent study, none of the members we served required unplanned follow-up care for the same issue. In a world where patients already turn to Google and AI for health questions, Counsel delivers the same immediacy combined with the accuracy and clinical accountability that only a physician-led model can provide.

Looking ahead

Future 50 recognition is an important milestone, but it’s also a call to accelerate. With the launch of GPT-5 last week, it’s clear that people are increasingly turning to AI for their health concerns. Counsel is building a care model that matches the speed and scalability of AI with the trust and precision of world-class physicians. As healthcare shifts toward asynchronous, technology-enabled delivery, Counsel is positioned to lead. The organizations that partner with us now will set the standard for access, quality, and cost in the decade ahead.

To learn how Counsel can improve your population’s health with expert, always-available medical care, contact our team today.