Dr. Michael Averbukh on Medical Fiduciary Care & Healthcare Navigation
Dr. Michael Averbukh — Co-Founder & CEO, Serenity Medical Fiduciary Group
Dr. Michael Averbukh is the Co-Founder and CEO of Serenity Medical Fiduciary Group, whose career has spanned emergency rooms, military service, hospital wards, and senior executive leadership. His central message is as urgent as it is simple: modern healthcare gives patients more choices than ever, but more choices without expert guidance is not the same as better care — and the gap between the two is exactly what Serenity was built to close.
Dr. Averbukh did not enter healthcare from a position of comfortable oversight. He volunteered in the emergency room of a tertiary hospital as a second-year medical student, worked on an ambulance, served in battle, progressed through ward medicine, became a senior physician and clinical coordinator, lectured students, and eventually rose through junior and senior management to become CEO of hospitals — before co-founding Serenity.
That progression, he says, was shaped as much by his mistakes as his achievements. "Through all of these I have made an enormous number of mistakes," he told Xraised journalist Myles. "But (!) — I did not kill anyone, and yes, saved some lives... and more importantly — learned from every single mistake I have made. Very little can today surprise me or catch me off guard."
He is careful to note that this depth of experience does not make Serenity perfect. It does, in his words, make the organisation "thorough, humble, honest and professional enough to look for the best (and not the easy/quick) solutions."
Medicine runs deep in the Averbukh family. Dr. Averbukh is a fourth-generation physician, and his daughter is currently studying medicine — a fact he acknowledges with characteristic self-deprecating humour: "Something must be wrong in the genes." What sustains his commitment is not tradition alone, but the ability to combine clinical knowledge with what he calls "a profound human touch" — the capacity to listen, understand, and guide patients accurately, even when the answer lies with a specialist outside his own domain.
For those unfamiliar with the concept, Dr. Averbukh frames the problem with clarity. Modern healthcare systems are, in his words, "extremely progressed, developed, tech-prone, innovative", and physicians are better trained than ever. But that excellence comes with a structural consequence: extreme specialisation has created silos within a system that was never designed to be simple.
On the patient side, the effect is debilitating. "You find nowadays a client / a patient / a man or a woman totally confused by the variety of options, absolutely paralyzed by the inability to decide," he explained, "or forced by the circumstances to suddenly wear the hat of the CEO or project manager of their own health journey."
The core challenge, he adds, is a paradox of access. Having an overwhelming number of options — doctors, treatments, hospitals, and information — sounds like an advantage, but without a guiding hand it can leave individuals unable to act. In healthcare, that paralysis can carry serious consequences. Serenity was built specifically to resolve it: not by adding another specialist to the silo system, but by placing a trusted professional between the patient and that complexity — a Medical Fiduciary.
Unlike a traditional concierge service that facilitates access, Serenity's model goes further. Each member is assigned a dedicated case manager — always a medical professional — who builds a deep personal understanding of that individual well beyond the clinical chart. Family circumstances, personal goals, communication preferences, and personality are all part of the picture. Members are also assigned a primary care physician.
"The deep acquaintance and long-term relationships gathered with profound clinical experience," Dr. Averbukh explained, "allow us to have the complete oversight and guardianship of any health-related need or concern. A client is, at any time, one phone call / one message away from his trusted case manager who will on every occasion provide for the optimal outcome."
That relationship covers both clinical questions and administrative ones — including insurance matters — always with the same guiding principle: what best works for the client.
In an era dominated by AI and digital health tools, Dr. Averbukh is deliberate about where Serenity stakes its position. The service is, he acknowledges, "heavily based on human interaction — less popular today in the AI / Tech era." That is a conscious choice, not a limitation. He has seen first-hand that what a person in a difficult medical moment often needs is not another algorithm or another specialist — it is someone who already knows them and can be genuinely present.
This does not mean Serenity dismisses technology. It means the organisation refuses to allow it to displace the relationships that make genuinely personalised care possible.
Perhaps Dr. Averbukh's most striking observation is a comparison drawn from a parallel world. He points out that intelligent people would never consult a financial adviser only after losing money. They plan — they build a strategy around wealth preservation, tax, and investment — long before a crisis appears. Healthcare, he argues, is approached in exactly the opposite way.
"We wait until a problem appears, and then, under pressure, look for advice," he said. "From Dr. Google / ChatGPT or Claude. NOT the wisest way. Treat your health as your financial assets. Plan, define goals, be assisted by experts in managing this journey, not only repairing the broken parts!"
This proactive philosophy is foundational to Serenity's entire model: the relationship begins before something goes wrong, so that when it does, the right people already know you.
For Dr. Averbukh, organisational metrics are not the measure of success. The real benchmark is something far more human. "Success would be preserved when our members would say at a dinner with friends (when none of us, Serenity people, are in the room) that joining Serenity was the best decision they could have made regarding healthcare."
That quiet, private endorsement — made when no one from Serenity is listening — is the standard to which he holds the entire enterprise. It is the measure of genuine trust, earned over time, through consistent presence and excellent outcomes. And in that, it reflects exactly what a medical fiduciary relationship is supposed to be.
Connect with Dr. Averbukh and his team at Serenity Medical Fiduciary Group via https://serenity-uk.com/ and explore how they can help you.
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