Patient or population choice of health facilities is increasingly gaining recognition for potentially enhancing the attainment of health system goals globally. In Kenya, National Health Insurance Fund (NHIF) members are required to choose an NHIF-contracted outpatient health facility before accessing care. While understanding the preferences of NHIF could support resource allocation decisions, enhance the provision of patient-centred care, and deepen NHIF’s purchasing decisions, there is a dearth of context-specific and policy-relevant evidence to support these decisions. We employed a discrete choice experiment to examine NHIF members’ preferences for the attributes of NHIF-contracted outpatient facilities in Kenya.