Health insurance carriers have grappled with how to provide affordable insurance but still cover almost everything, including primary care and preventive medicine. The Affordable Care Act hasn’t changed that issue. Some have used high deductibles or co-pays to cover the “routine” provision of medical care. Many believe that insurance should be reserved for catastrophic medical events or hospital care, as opposed to office visits and day-to-day care.

A Vancouver, Washington company is coming up with a new approach, according to the Portland Business Journal. For a modest monthly charge, from $45 to $85 a month, a customer gets unlimited access to a growing number of clinics who are signing up for the service. The care would include wellness exams, basic diagnostics, and other non-emergency needs. Members can enroll directly, or through a self-funded employer medical plan.

The goal of the company, called EverMed Direct Primary Care, is to partner with a health insurers that could exclude primary care, leaving that instead to the new company. That would then reduce the costs of health insurance. A more important goal, however, is to encourage patients to seek primary care before a medical problem leads to more expensive care at an ER or urgent care center. It is estimated that highly effective primary care could save the nation’s health care system a third of the costs.