Serenity Medical Fiduciary pitches a new model for private healthcare guidance

Serenity Medical Fiduciary says private healthcare has become so complex that patients need a trusted guide, not just access to specialists. The London-based clinician-led group is expanding its Medical Fiduciary model across Lisbon, London and Barcelona as it seeks to reduce confusion, delays and misaligned care decisions.

Why it matters: - Serenity Medical Fiduciary is betting that the biggest gap in modern private healthcare is not access, but direction. - The company argues that patients need one trusted medical point of oversight to help them choose the right specialist, trust the right opinion and act at the right time. - The model is designed to reduce unnecessary consultations, duplicated tests, conflicting recommendations, delays and anxiety. - Serenity says that, in some cases, fragmented care can also create clinical risk.

What happened: - Serenity Medical Fiduciary Group outlined its approach in a recent conversation with Xraised. - Co-founder Dr. Michael Averbukh described the company as a Medical Fiduciary built to help patients and families manage complex healthcare decisions. - Serenity says each member gets a dedicated medically qualified case manager and access to primary care oversight. - The group was founded in 2021 and operates across Lisbon, London and Barcelona. - Healthcare Business Review Europe recognized Serenity as a Top Healthcare Concierge Service in Europe for 2026.

The details: - Serenity says the relationship starts before a crisis, so the team can learn a member’s medical history, family circumstances, concerns, preferences and priorities. - The company says that knowledge helps future decisions fit the person’s broader medical context. - Averbukh compared modern private healthcare to Buridan’s donkey, a philosophical thought experiment about paralysis when faced with too many options. - He said patients can have access to many specialists and opinions without knowing which path is actually best. - Serenity says the Medical Fiduciary model goes beyond traditional concierge care by assuming responsibility for the whole medical journey. - The service can include clinical guidance, specialist selection, coordination between physicians, interpretation of recommendations, administrative support, insurance navigation and help understanding next steps. - Serenity says the goal is continuity, judgment and ownership, not just access. - Averbukh said a member in distress once called simply because he needed someone to talk to. - He said that moment shows why the human side of care matters even as artificial intelligence makes information and analysis faster. - The company says clinical knowledge and technology are paired with a trusted professional who knows the person behind the record.

Between the lines: - Serenity is positioning itself against a common problem in private healthcare: too many choices can leave patients more confused, not more empowered. - The model also reflects a broader shift toward proactive care management, where support begins before an emergency rather than after one. - Averbukh said his own decades of clinical and healthcare leadership shaped the company’s culture of learning from mistakes and improving over time. - He described the aim as building an organization that gets better at protecting the interests of the people who trust it with their health. - The wealth analogy is deliberate: Serenity wants health planning to be treated with the same seriousness as financial planning.

What's next: - Serenity says it will continue developing its Medical Fiduciary model as it supports members across its current markets. - The company’s broader pitch is that patients should establish trusted healthcare guidance before they are under pressure, rather than searching for help after something goes wrong. - Serenity is likely to keep framing its service around continuity, prevention and personalized oversight as private healthcare choices become more complex.

The bottom line: - Serenity Medical Fiduciary is selling a simple idea: in a crowded healthcare system, the most valuable service may be a trusted guide who already knows you.