Innovative Leadership
At iVitaFi, we bring vitality to healthcare financial solutions. Our name, inspired by the Latin word vita (life) and i for innovation, reflects our mission to remove financial barriers to care.
We partner with providers to offer patient financing solutions that ensure financial clarity, confidence, and care—from the first visit to the final payment. Backed by a leadership team with deep expertise in healthcare and finance, we’re redefining how patients pay for care while helping providers strengthen their financial health.
-
Greg Falconer
Chief Executive Officer -
Chris Cox
Chief Strategy Officer -
Matt Horstmann
Chief Financial Officer -
Nicole Thomas
Vice President, Sales and Client Success -
Ryan Franks
Head of Technology -
Angel Turnbull
Senior Director of Finance & Operations -
Robert Terry
Sr. Director of Operations -
Marty Brannon
Director of Technical Operations -
Tina Payne Hunt
Director of Segment and Product Marketing -
Jay Roche
VP of Healthcare Sales -
Ara Hagopian
VP of Sales -
Randy Blue
National VP of Sales -
Roxanne Kelley
Sr. Director of Client Success -
Marcia Rogers
Director of Data Management & Reporting
×
As Chief Executive Officer, Greg Falconer is the visionary leader driving iVitaFi's mission to revolutionize how patients pay for healthcare, propelling the company to the forefront of integrated patient financing solutions. Drawing from a diverse background spanning healthcare, information services, communications, and technology, Greg brings a broad perspective that informs his ability to identify and capitalize on market opportunities, fostering a culture of innovation that leverages cutting-edge technology to stay ahead of the curve. Under his strategic guidance, iVitaFi champions a collaborative and inclusive environment, empowering teams to push boundaries and deliver solutions that reshape healthcare payment models, granting patients greater financial control and access to quality care. A Southern Methodist University graduate with a BBA in Accounting and Organizational Behavior & Business Policy, Greg's proven leadership, industry expertise, and commitment to driving positive change position iVitaFi as an industry trailblazer.
Send Email »
Greg Falconer
Chief Executive OfficerAs Chief Executive Officer, Greg Falconer is the visionary leader driving iVitaFi's mission to revolutionize how patients pay for healthcare, propelling the company to the forefront of integrated patient financing solutions. Drawing from a diverse background spanning healthcare, information services, communications, and technology, Greg brings a broad perspective that informs his ability to identify and capitalize on market opportunities, fostering a culture of innovation that leverages cutting-edge technology to stay ahead of the curve. Under his strategic guidance, iVitaFi champions a collaborative and inclusive environment, empowering teams to push boundaries and deliver solutions that reshape healthcare payment models, granting patients greater financial control and access to quality care. A Southern Methodist University graduate with a BBA in Accounting and Organizational Behavior & Business Policy, Greg's proven leadership, industry expertise, and commitment to driving positive change position iVitaFi as an industry trailblazer.
Send Email »
×
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.
Send Email »
Chris Cox
Chief Strategy OfficerChris, 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.
Send Email »
×
Matt Horstmann serves as the Chief Financial Officer of iVitaFi, bringing more than 20 years of experience in healthcare technology, finance, and venture capital. He has held executive leadership roles at AblePay Health, Waystar, and Change Healthcare, where he focused on growth strategy, corporate development, and revenue cycle innovation. Before joining iVitaFi, Matt was Managing Director at Summit Venture Studio, helping commercialize software and IP from leading universities. He holds an MBA from Northwestern’s Kellogg School of Management and a BS from the University of Utah. Based in Salt Lake City, Matt enjoys life with his wife of 25 years and their four children. Outside of work, he can often be found on the slopes snowboarding, diving into history, or enjoying his favorite pastime—baseball.
Send Email »
Matt Horstmann
Chief Financial OfficerMatt Horstmann serves as the Chief Financial Officer of iVitaFi, bringing more than 20 years of experience in healthcare technology, finance, and venture capital. He has held executive leadership roles at AblePay Health, Waystar, and Change Healthcare, where he focused on growth strategy, corporate development, and revenue cycle innovation. Before joining iVitaFi, Matt was Managing Director at Summit Venture Studio, helping commercialize software and IP from leading universities. He holds an MBA from Northwestern’s Kellogg School of Management and a BS from the University of Utah. Based in Salt Lake City, Matt enjoys life with his wife of 25 years and their four children. Outside of work, he can often be found on the slopes snowboarding, diving into history, or enjoying his favorite pastime—baseball.
Send Email »
×
As the Vice President of Sales and Client Success, Nicole brings over 19 years of progressive experience in the healthcare revenue cycle industry to iVitaFi. Throughout her career, she has demonstrated exceptional leadership in guiding high-performing teams in operations, client management, and sales. Nicole’s extensive expertise lies in improving patient experience and streamlining revenue cycles through innovative patient access solutions. Her previous leadership roles at nThrive, Adreima, and VOLO have equipped her with a deep understanding of the industry’s intricacies and a proven track record for delivering results. Nicole's operational expertise and in-depth industry knowledge will be instrumental in developing and implementing strategies that leverage iVitaFi's innovative solutions to streamline revenue cycles, enhance patient experiences, and drive positive outcomes for healthcare providers. A graduate with honors from Florida State University and an avid sports fan, Nicole enjoys cheering for FSU, NC State, and Philadelphia teams. In her free time, she relaxes with family and friends at the beach in her hometown of Ponte Vedra Beach, Florida, where she resides with her husband, three teenagers, and a chocolate lab.
Send Email »
Nicole Thomas
Vice President, Sales and Client SuccessAs the Vice President of Sales and Client Success, Nicole brings over 19 years of progressive experience in the healthcare revenue cycle industry to iVitaFi. Throughout her career, she has demonstrated exceptional leadership in guiding high-performing teams in operations, client management, and sales. Nicole’s extensive expertise lies in improving patient experience and streamlining revenue cycles through innovative patient access solutions. Her previous leadership roles at nThrive, Adreima, and VOLO have equipped her with a deep understanding of the industry’s intricacies and a proven track record for delivering results. Nicole's operational expertise and in-depth industry knowledge will be instrumental in developing and implementing strategies that leverage iVitaFi's innovative solutions to streamline revenue cycles, enhance patient experiences, and drive positive outcomes for healthcare providers. A graduate with honors from Florida State University and an avid sports fan, Nicole enjoys cheering for FSU, NC State, and Philadelphia teams. In her free time, she relaxes with family and friends at the beach in her hometown of Ponte Vedra Beach, Florida, where she resides with her husband, three teenagers, and a chocolate lab.
Send Email »
×
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.
Send Email »
Ryan Franks
Head 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.
Send Email »
×
Angel Turnbull, Jr., an experienced finance professional with over 18 years of demonstrated success in corporate finance, serves as the Director of Finance at iVitaFi. He oversees all accounting and strategic finance activities, including budgeting, forecasting, planning, and analytics for decision support. Angel has been a valued business partner to internal stakeholders and executive management teams throughout his career, leveraging his expertise in financial analysis and strategic planning to drive informed decision-making and organizational growth. Before iVitaFi, he led the finance team for the financial clearance product area at Change Healthcare. Angel holds an MBA with a finance concentration from Clark Atlanta University and a B.A. in Banking and Finance from Morehouse College, further complementing his extensive professional experience in the healthcare industry's financial landscape.
Send Email »
Angel Turnbull
Senior Director of Finance & OperationsAngel Turnbull, Jr., an experienced finance professional with over 18 years of demonstrated success in corporate finance, serves as the Director of Finance at iVitaFi. He oversees all accounting and strategic finance activities, including budgeting, forecasting, planning, and analytics for decision support. Angel has been a valued business partner to internal stakeholders and executive management teams throughout his career, leveraging his expertise in financial analysis and strategic planning to drive informed decision-making and organizational growth. Before iVitaFi, he led the finance team for the financial clearance product area at Change Healthcare. Angel holds an MBA with a finance concentration from Clark Atlanta University and a B.A. in Banking and Finance from Morehouse College, further complementing his extensive professional experience in the healthcare industry's financial landscape.
Send Email »
×
Robert Terry is a highly experienced Operations Leader with over 18 years of expertise in loan servicing. Known for his proven ability to drive profitability and elevate customer engagement, Robert will play a key role in optimizing our operational processes. As Senior Director of Operations at iVitaFi, he will focus on integrating innovative technology and enhancing the overall customer experience. Before joining iVitaFi, Robert held leadership roles at Santander Consumer USA and Purchasing Power. Outside work, he is a passionate fan of the Dallas Stars, Kansas City Chiefs, and New York Mets. He and his wife are avid animal lovers, sharing their home with three dogs and actively volunteering to support animal welfare causes whenever possible.
Send Email »
Robert Terry
Sr. Director of OperationsRobert Terry is a highly experienced Operations Leader with over 18 years of expertise in loan servicing. Known for his proven ability to drive profitability and elevate customer engagement, Robert will play a key role in optimizing our operational processes. As Senior Director of Operations at iVitaFi, he will focus on integrating innovative technology and enhancing the overall customer experience. Before joining iVitaFi, Robert held leadership roles at Santander Consumer USA and Purchasing Power. Outside work, he is a passionate fan of the Dallas Stars, Kansas City Chiefs, and New York Mets. He and his wife are avid animal lovers, sharing their home with three dogs and actively volunteering to support animal welfare causes whenever possible.
Send Email »
×
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.
Send Email »
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.
Send Email »
×
×
With 40 years of healthcare industry experience spanning product management, support, decision support, and sales leadership roles at prominent companies like McKesson/HBOC, ClaimTrust, AllScripts, and ZixCorp, Jay Roche brings extensive expertise to his role as VP of Healthcare Sales at iVitaFi. Notably, he led the team that sold the first web-based patient and physician portal in 1998-1999 and has 17 years of revenue cycle management experience, including recourse and non-recourse patient financing programs. Before joining iVitaFi, Jay spent eight years as a sales leader at Commerce Healthcare and ClearBalance HealthCare, developing a proven track record in helping health systems improve financial outcomes by unlocking value in their revenue cycles. His comprehensive industry knowledge and ability to navigate complex healthcare landscapes position him to drive iVitaFi's growth and deliver innovative patient financing solutions.
Send Email »
Jay Roche
VP of Healthcare SalesWith 40 years of healthcare industry experience spanning product management, support, decision support, and sales leadership roles at prominent companies like McKesson/HBOC, ClaimTrust, AllScripts, and ZixCorp, Jay Roche brings extensive expertise to his role as VP of Healthcare Sales at iVitaFi. Notably, he led the team that sold the first web-based patient and physician portal in 1998-1999 and has 17 years of revenue cycle management experience, including recourse and non-recourse patient financing programs. Before joining iVitaFi, Jay spent eight years as a sales leader at Commerce Healthcare and ClearBalance HealthCare, developing a proven track record in helping health systems improve financial outcomes by unlocking value in their revenue cycles. His comprehensive industry knowledge and ability to navigate complex healthcare landscapes position him to drive iVitaFi's growth and deliver innovative patient financing solutions.
Send Email »
×
×
×
Roxanne joins iVitaFi as a Director on the Client Success Team, bringing over 25 years of invaluable experience in the healthcare revenue cycle industry. Throughout her career, she has primarily focused on improving hospital patient access operations by building successful teams and fostering strong relationships with clients. Previously, Roxanne served as the Senior Director of Operations at nThrive and Adreima, where she honed her expertise in implementing and managing accounts with both technology and services solutions. Her strengths lie in developing continuous team member training and education programs and staying current on payer, state, and federal regulations. With her deep industry knowledge and commitment to operational excellence, Roxanne will drive client success at iVitaFi. When not dedicated to her professional pursuits, Roxanne enjoys the company of her family and beloved dogs in her home outside of Denver, Colorado.
Send Email »
Roxanne Kelley
Sr. Director of Client SuccessRoxanne joins iVitaFi as a Director on the Client Success Team, bringing over 25 years of invaluable experience in the healthcare revenue cycle industry. Throughout her career, she has primarily focused on improving hospital patient access operations by building successful teams and fostering strong relationships with clients. Previously, Roxanne served as the Senior Director of Operations at nThrive and Adreima, where she honed her expertise in implementing and managing accounts with both technology and services solutions. Her strengths lie in developing continuous team member training and education programs and staying current on payer, state, and federal regulations. With her deep industry knowledge and commitment to operational excellence, Roxanne will drive client success at iVitaFi. When not dedicated to her professional pursuits, Roxanne enjoys the company of her family and beloved dogs in her home outside of Denver, Colorado.
Send Email »
×
Marica joined the iVitaFi team in October 2024 as Director of Data Management & Reporting. She brings over 15 years of experience in data analytics and management, specializing in transforming complex technical concepts into actionable business insights. Prior to iVitaFi, Marcia held leadership roles at World Finance, where she spearheaded marketing data initiatives and managed Power BI administration. Her technical expertise spans SQL, Snowflake, Tableau, and PowerBI. She has over ten years of team management experience and is passionate about educating colleagues on data wrangling and design best practices. Her philosophy centers on accuracy, simplicity, and repeatability. When not analyzing data, Marcia enjoys playing piano and tending to her garden.
Send Email »
Marcia Rogers
Director of Data Management & ReportingMarica joined the iVitaFi team in October 2024 as Director of Data Management & Reporting. She brings over 15 years of experience in data analytics and management, specializing in transforming complex technical concepts into actionable business insights. Prior to iVitaFi, Marcia held leadership roles at World Finance, where she spearheaded marketing data initiatives and managed Power BI administration. Her technical expertise spans SQL, Snowflake, Tableau, and PowerBI. She has over ten years of team management experience and is passionate about educating colleagues on data wrangling and design best practices. Her philosophy centers on accuracy, simplicity, and repeatability. When not analyzing data, Marcia enjoys playing piano and tending to her garden.
Send Email »