Company leader
Greg Baker
Founder and CEO
AffirmedRx
Greg Baker is the founder and chief executive of AffirmedRx, a pharmacy benefit manager in Louisville, Kentucky, that charges a flat fee per claim. He is a pharmacist who spent 13 years at Walgreens and is an outspoken critic of the pharmacy benefit industry he now competes in.
Pharmacist at Walgreens in Kentucky
Baker spent 13 years at Walgreens. In Kentucky, where he lives, his stores partnered with community health departments on bone density screenings, cholesterol screenings, and smoking cessation programs, he told Managed Healthcare Executive in 2024. "It's not just about the pill, it's all the ancillary things," he said of what he learned there.
Employer Pharmacies at Premise Health
He then worked at Premise Health, which ran on-site pharmacies for large self-funded employers such as Microsoft, Walt Disney, and BMW. Premise passed the cost of drugs through with no markup and was paid a management fee. "We've tried to build a PBM that only makes money in a very transparent fashion," he said of AffirmedRx.
Founding AffirmedRx
Baker founded the company in October 2021, Inc. reported. It began as EmsanaRx, launched by the Purchaser Business Group on Health, and took the name AffirmedRx in 2023. He told Managed Healthcare Executive that PBMs "started losing their way around 2008 to 2009" when they began owning mail-order and specialty pharmacies. His answer was a flat fee: "Whether it's a $50 drug or a $5,000 drug, I get paid the same either way."
AffirmedRx reported $383.6 million in revenue for 2025 and ranked No. 5 on the 2026 Inc. 5000, and as a public benefit corporation it caps its profit at 3%, according to Inc.
Giving Back to Purdue
Baker is a Purdue University graduate. In 2025 he committed $20 million on Purdue's Day of Giving to create the Center for Health Analytics and Therapeutic Intelligence in its College of Pharmacy, WTHR reported.