When training predictive models on data with missing entries, the most widely used and versatile approach is a pipeline technique where we first impute missing entries and then compute predictions. In this paper, we view prediction with missing data as a two-stage adaptive optimization problem and propose a new class of models, adaptive linear regression models, where the regression coefficients adapt to the set of observed features. We show that some adaptive linear regression models are equivalent to learning an imputation rule and a downstream linear regression model simultaneously instead of sequentially. We leverage this joint-impute-then-regress interpretation to generalize our framework to non-linear models. In settings where data is strongly not missing at random, our methods achieve a 2-10% improvement in out-of-sample accuracy.