Our Promise

Choose Well, Live Free

Choose Well, Live Free is the whole promise in five words. When families see real prices, weigh real options, and share costs with people who hold their values, they make better decisions. And better decisions build freer lives.

Choose Well

  • Real prices before care, not surprises after
  • Guidance from physicians who know you
  • Room to weigh every option, including the choice not to operate

Live Free

  • Your doctors, your facilities, your family's values
  • Care that travels with you, at home or abroad
  • Neighbors who share the load when a need arises
A family enjoying time together outdoors at sunset
Healthcare on your terms, backed by a community that shows up.
Our Foundation

Faith. Freedom. Free Market.

The three words on our brand mark are the three convictions under everything we build.

Our Foundation

Faith

Christian values run through everything we build, not just our branding. Honesty, integrity, and transparency guide every decision we make, and members carry one another's burdens the way scripture calls us to.

"Bear one another's burdens, and so fulfill the law of Christ." (Galatians 6:2)

Your Choice

Freedom

You choose your physicians, your facilities, and your path of care. No network walls, no gatekeepers, and no one standing between you and your doctor.

Any doctor you trust, in any state, on your family's timeline.

Real Prices

Free Market

When prices are transparent and patients pay directly, quality rises and costs fall. Free market healthcare means better outcomes, better service, and prices families can trust.

Members keep the difference when transparent prices close the gap.

Our Method

The LASSO Method

A guided relationship that begins before anything goes wrong and stays with you through prevention, care, sharing, and recovery. Five steps, one team in your corner.

A physician getting to know a patient and their health history

Learn

We get to know you first.

A doctor advising a patient on preventative care

Advise

We educate continuously.

A care team supporting a patient through a health event

Steward

We walk with you through health events.

A small group of people embracing outdoors, supporting one another

Share

The community shows up.

A family together outdoors, healthy and at ease

Oversee

We stay with you through recovery.

Member Education

The FREE Framework

Four pillars every member learns to live by.

Freedom of Provider

Choose the doctors and facilities you trust.

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No network walls. Pick the physicians and facilities you trust, in any state or around the world.

Real Upfront Costs

See real prices before care.

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Know what care costs before you receive it, and plan around real numbers instead of surprise statements.

Elective-First Mindset

Plan care ahead, when quality comes first and prices are fair.

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When care can be planned, you choose where quality leads and prices are fair, before it becomes urgent.

Educated and Empowered

Learn how healthcare really works.

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Members learn how healthcare actually works, so every decision stays in your hands.

The Flywheel

Growth That Pays You Back.

Every new member makes the network stronger. More connections create more options and lower negotiated costs, which means lower prices, a better member experience, and a larger network. Growth compounds for members, not middlemen.

Growth Lower Negotiated Costs Lower Prices Options Customer Experience Larger Network Connections
Our Story

It Started in the Operating Room.

Dr. Timothy W. Swain III, MD — Founder, Cowboy Christian
Timothy W. Swain III, MD
Founder & Cardiac Surgeon · Franklin, TN

Cowboy Christian began in the operating room. After more than twenty years of cardiac, thoracic, and vascular surgery, our founder Dr. Timothy W. Swain III kept meeting patients who wanted the same two things: honest prices and a direct relationship with their surgeon. The old system could not offer either. One patient's simple question about transparent pricing planted a seed that would not let go.

Today a surgeon and a technologist are building the network they wished existed: real medical authority, modern technology, and a community of families who share one another's burdens. There is much more to this story, and we will share it here as we ride toward launch.

Meet the Founders →

Ride With Us From the Start.

We're forming our founding member group now. Join the wait list for priority access, founding member pricing, and community updates.

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