Helping patients pay for their healthcare bills, while helping providers accelerate cash.
iVitaFi leads the way in revolutionizing the patient finance landscape with our innovative approach. We not only help patients manage their healthcare expenses with responsible and transparent financing, but also partner with healthcare providers to strengthen cash flow, mitigate bad debt, and enhance overall patient satisfaction. Through our non-recourse program, we empower health systems to confidently recover patient payments, reinforcing their financial well-being. Additionally, we offer patients, regardless of their credit score, 0% interest, long-term affordable financing options, ensuring quick access to the care they need. iVitaFi is a distinct and strategically positioned solution, ready to guide hospitals and health systems through a transformative evolution in their patient payment strategies. This journey promises significant improvements in their operating margins and a deepened sense of patient loyalty.
Our Team
Proven Innovative Leaders
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Greg Falconer
Chief Executive Officer
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Chris Cox
Senior Vice President, Product, Strategy & Operations
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Jay Roche
VP of Healthcare Sales
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Aaron Hudgins
Vice President of Healthcare Sales
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Kristy Gierosky
Head of Marketing
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Angel Turnbull
Senior Director of Finance & Operations
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Nicole Thomas
Director of Client Success
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Roxanne Kelley
Director of Client Success
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Marty Brannon
Director of Technical Operations
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Ryan Franks
Senior Director of Technology
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Greg Falconer is President and General Manager at i iVitaFi. He oversees all financial and operational aspects of the business. An accomplished business leader, Greg has extensive experience positioning a wide range of market-disrupting products for success. With expertise in healthcare, information services, and technology, he brings to iVitaFi a strong sense of strategic vision, customer & market awareness, and an ability to align resources to solve business problems efficiently while driving economic value. Greg holds a B.B.A. in Accounting and Organizational Behavior & Business Policy from Southern Methodist University.
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Greg Falconer
Chief Executive OfficerGreg Falconer is President and General Manager at i iVitaFi. He oversees all financial and operational aspects of the business. An accomplished business leader, Greg has extensive experience positioning a wide range of market-disrupting products for success. With expertise in healthcare, information services, and technology, he brings to iVitaFi a strong sense of strategic vision, customer & market awareness, and an ability to align resources to solve business problems efficiently while driving economic value. Greg holds a B.B.A. in Accounting and Organizational Behavior & Business Policy from Southern Methodist University.
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Chris, a visionary leader at iVitaFi since 2017, has driven transformative growth as Employee #1. With a strategic focus on product development and corporate strategy, he forged iVitaFi's foundation, enabling 0% interest patient financing collaborations with hospitals and health systems. Under Chris's leadership, the company secured a groundbreaking $500M partnership with a publicly traded bank, engaged with 60+ hospital facilities, and accelerated the collection of $15M of patient balances to partner Providers. Before iVitaFi, Chris played key roles in driving enterprise growth for his shareholders, orchestrating acquisitions, joint ventures, and investments across multiple verticals. At Beazer Homes USA, he drove over $200M of acquisitions. At Javlin Capital and Resurgent Capital Services, he orchestrated investments exceeding $20M at an underwritten 22% IRR, and managed a $45B book of accounts receivable, respectively. Proudly calling Atlanta, GA home, Chris enjoys family life with his wife, one-year-old daughter, and loyal 10-year-old German Short-hair Pointer. Beyond the boardroom, he passionately supports his alma mater, the Clemson Tigers, during football season and enjoys golf and grilling in his spare time.
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Chris Cox
Senior Vice President, Product, Strategy & OperationsChris, a visionary leader at iVitaFi since 2017, has driven transformative growth as Employee #1. With a strategic focus on product development and corporate strategy, he forged iVitaFi's foundation, enabling 0% interest patient financing collaborations with hospitals and health systems. Under Chris's leadership, the company secured a groundbreaking $500M partnership with a publicly traded bank, engaged with 60+ hospital facilities, and accelerated the collection of $15M of patient balances to partner Providers. Before iVitaFi, Chris played key roles in driving enterprise growth for his shareholders, orchestrating acquisitions, joint ventures, and investments across multiple verticals. At Beazer Homes USA, he drove over $200M of acquisitions. At Javlin Capital and Resurgent Capital Services, he orchestrated investments exceeding $20M at an underwritten 22% IRR, and managed a $45B book of accounts receivable, respectively. Proudly calling Atlanta, GA home, Chris enjoys family life with his wife, one-year-old daughter, and loyal 10-year-old German Short-hair Pointer. Beyond the boardroom, he passionately supports his alma mater, the Clemson Tigers, during football season and enjoys golf and grilling in his spare time.
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Jay Roche is the VP of healthcare sales at iVitaFi and has worked in the healthcare industry for 40 years in both product, management, support (decision support) and all aspects of healthcare sales. Twenty years of his career was spent at McKesson/HBOC focused on CPOE, EMR and nursing documentation. He’s held many leadership roles for software vendors McKesson/HBOC, ClaimTrust (Now Craneware) and AllScripts. Jay has 17 years of experience in healthcare revenue cycle, including 3 years in the payer space with ZixCorp-ePrescribing and DestinationRx plan comparison and enrollment tool. He also led the sales team that sold the first web-based patient and physician portal in 1998-1999 (University of Michigan and the Guthrie Clinic) with MediVation which later became McKesson’s physician portal. Before joining iVitaFi, Jay spent 8 years as a sales leader in the Northeast for Commerce Healthcare (Bank) and in the Midwest/Atlantic states for ClearBalance HealthCare. He brings unique knowledge on both recourse and non-recourse patient financing programs and has a proven track record of helping health systems unlock the value in their revenue cycle – resulting in improved financial outcomes.
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Jay Roche
VP of Healthcare SalesJay Roche is the VP of healthcare sales at iVitaFi and has worked in the healthcare industry for 40 years in both product, management, support (decision support) and all aspects of healthcare sales. Twenty years of his career was spent at McKesson/HBOC focused on CPOE, EMR and nursing documentation. He’s held many leadership roles for software vendors McKesson/HBOC, ClaimTrust (Now Craneware) and AllScripts. Jay has 17 years of experience in healthcare revenue cycle, including 3 years in the payer space with ZixCorp-ePrescribing and DestinationRx plan comparison and enrollment tool. He also led the sales team that sold the first web-based patient and physician portal in 1998-1999 (University of Michigan and the Guthrie Clinic) with MediVation which later became McKesson’s physician portal. Before joining iVitaFi, Jay spent 8 years as a sales leader in the Northeast for Commerce Healthcare (Bank) and in the Midwest/Atlantic states for ClearBalance HealthCare. He brings unique knowledge on both recourse and non-recourse patient financing programs and has a proven track record of helping health systems unlock the value in their revenue cycle – resulting in improved financial outcomes.
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Aaron Hudgins, Vice President of Healthcare Sales at iVitaFi, is a key driver in steering vendor partnerships and expanding provider collaborations. With a distinguished track record as a skilled sales leader, he brings extensive experience in fostering relationships with healthcare organizations in ambulatory and health system environments. Aaron's expertise focuses on enhancing revenue cycles, boosting patient engagement, and optimizing internal operations for improved outcomes. Previously, as Director of Strategic Growth at Kyruus, he significantly contributed to developing a new market segment. Beyond his professional success, Aaron dedicates leisure time to family, travel, golf, exploring restaurants, and actively participating in Ireland's national sport of Hurling, showcasing his commitment to both professional excellence and personal fulfillment.
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Aaron Hudgins
Vice President of Healthcare SalesAaron Hudgins, Vice President of Healthcare Sales at iVitaFi, is a key driver in steering vendor partnerships and expanding provider collaborations. With a distinguished track record as a skilled sales leader, he brings extensive experience in fostering relationships with healthcare organizations in ambulatory and health system environments. Aaron's expertise focuses on enhancing revenue cycles, boosting patient engagement, and optimizing internal operations for improved outcomes. Previously, as Director of Strategic Growth at Kyruus, he significantly contributed to developing a new market segment. Beyond his professional success, Aaron dedicates leisure time to family, travel, golf, exploring restaurants, and actively participating in Ireland's national sport of Hurling, showcasing his commitment to both professional excellence and personal fulfillment.
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Kristy joins iVitaFi with more than 20 years of experience leading national and international marketing and sales initiatives for B2B technology organizations. As head of marketing, Kristy will be responsible for driving lead generation, sales enablement, and account-based marketing strategies. She will also be focused on creating new top-line revenue opportunities for the company. Prior to joining iVitaFi, Kristy held marketing leadership roles at himagine solutions, Quadax, PartsSource and Wolters Kluwer.
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Kristy Gierosky
Head of MarketingKristy joins iVitaFi with more than 20 years of experience leading national and international marketing and sales initiatives for B2B technology organizations. As head of marketing, Kristy will be responsible for driving lead generation, sales enablement, and account-based marketing strategies. She will also be focused on creating new top-line revenue opportunities for the company. Prior to joining iVitaFi, Kristy held marketing leadership roles at himagine solutions, Quadax, PartsSource and Wolters Kluwer.
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Angel Turnbull, Jr., is director of finance at iVitaFi. He oversees all accounting and strategic finance activities including budgeting, forecasting, planning and analytics for decision support. An experienced finance professional with over 18 years of demonstrated success in all aspects of corporate finance, Angel has been a valued business partner to internal stakeholders and executive management throughout his career. Prior to joining iVitaFi, Angel worked at Change Healthcare, where he led the finance team for the financial clearance product area. Angel holds an M.B.A. with a concentration in finance from Clark Atlanta University, and B.A. in banking and finance from Morehouse College.
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Angel Turnbull
Senior Director of Finance & OperationsAngel Turnbull, Jr., is director of finance at iVitaFi. He oversees all accounting and strategic finance activities including budgeting, forecasting, planning and analytics for decision support. An experienced finance professional with over 18 years of demonstrated success in all aspects of corporate finance, Angel has been a valued business partner to internal stakeholders and executive management throughout his career. Prior to joining iVitaFi, Angel worked at Change Healthcare, where he led the finance team for the financial clearance product area. Angel holds an M.B.A. with a concentration in finance from Clark Atlanta University, and B.A. in banking and finance from Morehouse College.
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Nicole joins the iVitaFi client management team as a Director of Client Success. With more than 19 years of progressive experience in the healthcare revenue cycle industry, she has led multiple high-performing teams in operations, client management, and sales. Nicole has extensive experience in improving patient experience and the revenue cycle through patient access solutions. She has previously served as Director of Revenue Cycle Solutions at nThrive, Director of Client Services and Associate Director of Patient Access Services at Adreima, and Vice President of Operations at VOLO. Nicole graduated with honors from Florida State University in 2000 with a Bachelor of Science degree in Criminology. She is an avid sports fan and enjoys cheering for FSU, NC State University, and all Philadelphia professional sports. When not supporting her favorite teams, she enjoys relaxing with family and friends at the beach. She calls Ponte Vedra Beach, Florida, her home and lives there with her husband, three teenagers and chocolate lab.
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Nicole Thomas
Director of Client SuccessNicole joins the iVitaFi client management team as a Director of Client Success. With more than 19 years of progressive experience in the healthcare revenue cycle industry, she has led multiple high-performing teams in operations, client management, and sales. Nicole has extensive experience in improving patient experience and the revenue cycle through patient access solutions. She has previously served as Director of Revenue Cycle Solutions at nThrive, Director of Client Services and Associate Director of Patient Access Services at Adreima, and Vice President of Operations at VOLO. Nicole graduated with honors from Florida State University in 2000 with a Bachelor of Science degree in Criminology. She is an avid sports fan and enjoys cheering for FSU, NC State University, and all Philadelphia professional sports. When not supporting her favorite teams, she enjoys relaxing with family and friends at the beach. She calls Ponte Vedra Beach, Florida, her home and lives there with her husband, three teenagers and chocolate lab.
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Roxanne joins iVitaFi as a Director on the Client Success Team. With more than 25 years of experience in the healthcare revenue cycle industry, she has primarily focused on improving patient access operations at hospitals by building successful teams and strong relationships with clients. Previously, Roxanne was Senior Director of Operations at nThrive and Adreima. She has experience with implementing and managing accounts with both technology and services solutions, developing continuous team member training and education, and staying current on payer, state and federal regulations. Roxanne resides outside of Denver, Colorado with her family and her dogs.
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Roxanne Kelley
Director of Client SuccessRoxanne joins iVitaFi as a Director on the Client Success Team. With more than 25 years of experience in the healthcare revenue cycle industry, she has primarily focused on improving patient access operations at hospitals by building successful teams and strong relationships with clients. Previously, Roxanne was Senior Director of Operations at nThrive and Adreima. She has experience with implementing and managing accounts with both technology and services solutions, developing continuous team member training and education, and staying current on payer, state and federal regulations. Roxanne resides outside of Denver, Colorado with her family and her dogs.
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Marty joined the iVitaFi team in March 2019 and is currently the Director of Technical Operations. He has 14 years of experience in lending software customer service and operations, and has held business analyst and project implementation roles. He is very excited to be a part of this team and offering a product that improves a patient’s ability to pay for their out-of-pocket healthcare costs. Marty graduated Samford University with a bachelor’s degree in business management, and also holds a bachelor of science degree in information technology. He resides in Atlanta, Georgia. In his spare time, he loves to travel and has a quest to visit all 50 states.
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Marty Brannon
Director of Technical OperationsMarty joined the iVitaFi team in March 2019 and is currently the Director of Technical Operations. He has 14 years of experience in lending software customer service and operations, and has held business analyst and project implementation roles. He is very excited to be a part of this team and offering a product that improves a patient’s ability to pay for their out-of-pocket healthcare costs. Marty graduated Samford University with a bachelor’s degree in business management, and also holds a bachelor of science degree in information technology. He resides in Atlanta, Georgia. In his spare time, he loves to travel and has a quest to visit all 50 states.
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Ryan Franks joined iVitaFi in November of 2021 as our Sr. Director, Technology. He is responsible for the tech stack, data flows, security, and our development team. Ryan has over 20 years of experience in software development, implementation, and support. Ryan graduated from Texas Tech University with a B.B.A in Management of Information Systems.
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Ryan Franks
Senior Director of TechnologyRyan Franks joined iVitaFi in November of 2021 as our Sr. Director, Technology. He is responsible for the tech stack, data flows, security, and our development team. Ryan has over 20 years of experience in software development, implementation, and support. Ryan graduated from Texas Tech University with a B.B.A in Management of Information Systems.
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