The Model
Most clinics get paid per visit, so they need a lot of visits.
That's not a conspiracy, it's just math. A physician on a productivity contract is paid for how many appointments, not how long they run, and there are only so many hours. Something has to give, and what gives is the time in the room with you.
You've felt it. You waited forty minutes to be seen for seven. You wrote your questions down and got through two of them. Your doctor didn't want it that way either — they were being paid to keep the day moving. thrē doesn't bill insurance, so nobody here is paid by the visit, and nobody here has a reason to end one.
We capped the practice and stopped counting.
thrē takes 400 members. Not 400 to start — 400. When the list is full it closes, and the only way in is when someone leaves. That number isn't a marketing device, it's the constraint that makes everything else on this page possible.
A typical OB/GYN carries a panel several times that size and sees twenty-five to thirty-five patients a day. We see ten or twelve, across the same five-day week and the same full day. Nothing clever happened. We just stopped putting more people in it.
The cap is the product.
Every promise underneath it — same-week appointments, your physician's actual phone number, a visit that runs long because it needs to — is only deliverable because the number above it is fixed. Practices that grow past their cap keep the promises on the website and quietly drop them in the exam room.
You will not be handed off.
The same person does your annual, manages your hormones, sits with you through fertility, and is there for the delivery. Continuity isn't a feature we added; it's what's left when you stop optimising a schedule.
What it costs
Here is the price. All of it, on one page.
Most practices make you call to find out what they charge. We think that's a way of avoiding the conversation, so here it is.
The first fifty members, at $300 held for three years from the day you join. After that it moves to the standard rate. Open now for December 2026.
Everything below, for as long as you're a member. Cancel whenever — there's no term and no exit fee.
The whole pregnancy year: every prenatal visit, the delivery, and postpartum. Membership is waived for those twelve months.
Two bills, not one.
Almost everyone thinks a pregnancy is a single number. It's two, they are nothing like the same size, and only one of them is the one you're choosing on.
The room, the nursing, the anesthesia, the newborn. It goes through your insurance the way it always would, and it is the same number whether you come here or go anywhere else. The average woman with employer coverage pays about $2,700 of it herself, either way.
Every prenatal visit, the delivery, and postpartum care. This is the only one you are actually choosing on — and it is roughly what any obstetrician's professional fee comes to.
Typical commercial allowed amounts nationally, not ours. A cesarean sits at the top of the hospital range and an uncomplicated vaginal delivery near the bottom.
Ours is $7,500. So the comparison isn't seven and a half thousand against nothing — it's seven and a half against about four and a half, for a pregnancy where the same physician is in every appointment and at the delivery.
And if you were already a member, it isn't seven and a half either. Membership is waived for the twelve months the maternity fee covers — $4,800 you would have paid anyway — so what the pregnancy year actually adds is about $2,700. That is the number worth arguing about. It is also the one reason we'll say out loud that it's better to join before you're pregnant than during: a waiver is only worth something to someone already paying.
Two things pull it down from there, and neither one is a promise. You get an itemised superbill to submit against your out-of-network benefit — here is exactly what one looks like; some plans pay a real share of it, and HMOs typically pay nothing. And unlike the membership, the maternity fee is payment for identifiable medical services, so it is ordinarily an HSA and FSA qualified expense. Send us your plan before you commit and we'll tell you what yours actually looks like. We'd rather you hear it now than in April.
Work out what yours would come to →- Appointments as long as they need to be, 25 to 90 minutes
- Same-week scheduling, and same-day when it matters
- Your physician's direct line and messaging — not a portal queue
- Annual comprehensive visit and in-office procedures
- When you need care we don't provide, we find you the person and get you the appointment — weeks, not months
- Routine labs and in-office ultrasound, at no additional charge
- An itemised superbill for every encounter
- Daughters aged 13 to 17 included at no additional cost
- Genetic and specialty send-out labs, outside imaging, pathology — at cost, no markup
- Aesthetics and injectables
- Fertility treatment cycles and medications
- IV therapy
Aesthetics and IV therapy are standalone. You do not need a membership for either, and most people who use them aren't members.
Every one of these has a number on the Care page. You'll never be quoted a price after the fact.
Messages and calls come to Dr. Lloyd directly. When he is in a delivery or out of town, a small group of hospital-employed physicians he has worked alongside for three years covers — the same people who would care for you in a hospital anyway. That coverage ends the moment he is back. It is not a rotation you get handed to; it is the few hours a year he genuinely cannot answer.
If you are a member, your daughters aged 13 to 17 are seen here at no additional cost. ACOG puts the first reproductive health visit between 13 and 15, and it is a conversation rather than an examination — periods, vaccination, what is normal and what isn't, and a doctor she has met before she ever needs one urgently. At 18 she becomes an adult patient with her own membership, if she wants one.
Two things we will tell you plainly at enrolment. Arkansas law lets a minor consent to some of her own care, which means there are visits where her record is hers rather than yours — paying the membership does not change that, and we would rather you hear it now than at a front desk. And for a small number of services the law does not guarantee her confidentiality from a parent. We will not promise her privacy we cannot deliver, or promise you access we are not permitted to give.
Insurance
We don't bill your insurance. You still can.
thrē is cash-pay. That's the whole mechanism — the reason nobody here is counting your minutes is that no payer is counting ours. But cash-pay doesn't mean your benefits are wasted.
After every visit you get a superbill: an itemised record of what was done, coded the way your insurer expects. You submit it, and depending on your plan and your out-of-network benefit, they reimburse you directly. Some plans cover a lot of it. Some cover very little. We'll tell you honestly which one yours looks like before you join, because finding out afterward helps nobody.
On HSA and FSA money, the honest answer is split. Care — labs, procedures, the maternity package — is payment for identifiable medical services, and those are ordinarily qualified expenses. The membership itself is a different question: IRS guidance issued in December 2025 made direct primary care fees HSA-qualified, but it defines those arrangements narrowly, and a specialty practice that also bills separately for services likely falls outside it. We'd rather tell you that now than let you assume otherwise. Your accountant is the right person to confirm both, not us.
One thing worth knowing: from January 2027 maternity care is coded differently nationwide — the old single bundled code for nine months of care is being retired, and every visit is reported on its own. Practically, that means your superbill stops being one opaque line and starts showing exactly how much care you actually received. We'll be built on the new structure from the day we open.
Reimbursement depends on your plan, and we can't promise what any insurer will do. What we can promise is documentation good enough to give you the best possible shot at it.
Fit
This isn't the right practice for everyone, and that's fine.
If your insurance works well for you and you're happy with the care you're getting, keep it. You don't need us, and we'd rather say so now than take your money and have you work it out in year two.
It's probably not a fit if you want one problem solved and no relationship after it, if you'd rather be seen only when something is wrong, or if the monthly cost would be a genuine strain.
It's likely a fit if you've had concierge care somewhere else and can't find it here. If you've been told your labs are normal and you don't feel normal. If you're planning a pregnancy and want the same person the whole way through. Or if you're simply done being rushed and can afford not to be.
Start with a conversation. Nobody signs anything.
A consultation is free and runs about thirty minutes. We'll go through what you need, what it would cost, and what your insurance would likely do with the superbill. If it isn't right, we'll tell you — and if we know someone better suited, we'll say who.
See if we're a fit →Founding membership is open for December 2026. 50 places at $300 a month, held for three years.