Health Alliance Plan opens new Traverse City office on Front Street

Health Alliance Plan by Henry Ford Health opened a new office at 509 E. Front St. in Traverse City, giving the insurer a physical base in Grand Traverse County that is meant for employer and member support, not routine appointments. The office opened June 17, and a ribbon cutting followed on Wednesday, June 18, as the company marked its deeper push into Northern Michigan.

For local residents and businesses, the change is less about a new place to get care than a new place where insurance relationships are built and maintained. HAP says the Traverse City office is intended to deepen relationships and provide better support to employers and members, a distinction that matters in a region where people often want their health plan closely connected to the hospital system they actually use. HAP says it is a Michigan-based nonprofit health plan serving individuals and companies of all sizes, and that it is fully in-network with Munson Healthcare.

That network connection is central to the story in northern Michigan. HAP says its 2025 addition of Wexford Physician Hospital Organization brought eight Northern Michigan hospitals, more than 700 physicians and ancillary services into its network. Wexford PHO includes Munson Healthcare and Munson Medical Center, and HAP says Munson Healthcare covers 29 counties in Northern Michigan. The insurer also says its network includes 96 percent of providers across Michigan’s Lower Peninsula, a footprint that helps explain why a Front Street office could matter to employers looking for coverage options and to members trying to sort out where their plan fits in the local care landscape.

The Traverse City opening also follows a corporate rebrand that HAP announced on May 19, 2026, when it became Health Alliance Plan by Henry Ford Health. HAP said the new name reflects its 40 years of integration with Henry Ford Health, which says it has 12 hospitals, more than 550 sites of care and more than 50,000 team members. The insurer said the move is part of a statewide expansion, not just a new address in Traverse City.

HAP has also tied the growth to product and care changes. It says the Henry Ford Health Select plan offers Michigan employers approximately 15 percent lower premiums, and it pointed to a Diabetes Care Connection program that expanded statewide in 2025 as an example of care innovation moving into the insurance side of the system. In Grand Traverse County, the practical effect is a closer insurance presence in a region where coverage, employers and hospital networks increasingly overlap long before a patient walks into a clinic.