Innovative Leadership
At iVitaFi, our leadership team is dedicated to changing how patients pay for their medical bills. Made up of experienced professionals from both healthcare and finance, we work together to make it easier for patients to afford their care. Our goal is to create solutions that not only help patients but also support healthcare providers in improving their financial health.
We focus on innovation and patient-centered solutions, building strong partnerships with healthcare organizations. This ensures that iVitaFi stays ahead in the field of patient financing, making sure everyone involved benefits from our efforts. By improving patient loyalty and helping providers earn more, we create a win-win situation for everyone.
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Greg Falconer
Chief Executive Officer
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Chris Cox
Chief Strategy Officer
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Nicole Thomas
Vice President, Sales and Client Success
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Ryan Franks
Head of Technology
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Kristy Gierosky
Head of Marketing
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Angel Turnbull
Senior Director of Finance & Operations
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Robert Terry
Sr. Director of Operations
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Marty Brannon
Director of Technical 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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Roxanne Kelley
Director of Client Success
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Leigh Ann Pope
Director of Client Success
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Lavanya Jayaraman
Product Manager
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Idris Akinniyi
Sr. Client Representative
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LaSheta Burch
Sr. Manager, Operations
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Haley Adams
Strategy Analyst
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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.
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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.
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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
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.
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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.
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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.
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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
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.
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As our Head of Marketing, Kristy Gierosky brings over two decades of invaluable experience leading national and global marketing and sales initiatives for B2B healthcare and technology companies to iVitaFi. Her impressive background is marked by esteemed leadership roles at renowned organizations such as Wolters Kluwer, Omega Healthcare, Quadax, and PartsSource. With Kristy spearheading the marketing department, iVitaFi is poised to achieve new milestones and solidify its position as a trailblazer in the patient financing industry. Her innovative mindset, deep understanding of the healthcare sector's nuances, and proven track record in executing cutting-edge strategies will be instrumental in strengthening iVitaFi's brand presence and unlocking new growth opportunities. Beyond her professional pursuits, Kristy is a dedicated soccer mom, calling Ohio home with her husband, four teenagers, and two beloved dogs. She finds solace in the great outdoors, indulging in her passion for hiking and exploring nature. Kristy’s commitment to giving back is evident in her volunteer work at the Southwest General Bereavement Center, where she provides support and comfort to those navigating the difficult journey of grief and loss.
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Kristy Gierosky
Head of MarketingAs our Head of Marketing, Kristy Gierosky brings over two decades of invaluable experience leading national and global marketing and sales initiatives for B2B healthcare and technology companies to iVitaFi. Her impressive background is marked by esteemed leadership roles at renowned organizations such as Wolters Kluwer, Omega Healthcare, Quadax, and PartsSource. With Kristy spearheading the marketing department, iVitaFi is poised to achieve new milestones and solidify its position as a trailblazer in the patient financing industry. Her innovative mindset, deep understanding of the healthcare sector's nuances, and proven track record in executing cutting-edge strategies will be instrumental in strengthening iVitaFi's brand presence and unlocking new growth opportunities. Beyond her professional pursuits, Kristy is a dedicated soccer mom, calling Ohio home with her husband, four teenagers, and two beloved dogs. She finds solace in the great outdoors, indulging in her passion for hiking and exploring nature. Kristy’s commitment to giving back is evident in her volunteer work at the Southwest General Bereavement Center, where she provides support and comfort to those navigating the difficult journey of grief and loss.
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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.
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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.
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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.
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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.
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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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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.
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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.
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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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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.
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Roxanne Kelley
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.
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Leigh Anne Pope, our esteemed Director of Client Success, is a beacon of dedication and experience at iVitaFi. With an impressive 27-year tenure in the healthcare industry, she has honed her expertise across various domains, from government agencies to corporate vendors. Notably, Leigh Anne dedicated 22 years to Change Healthcare, where she held pivotal leadership roles in Operations for Revenue Cycle, Implementation, and Client Services. Most recently, she served as a Senior Manager of Client Success at AccessOne for nearly two years, further solidifying her client-centric approach. Leigh Anne's extensive background encompasses patient-facing and remote leadership roles, enabling her to cultivate deep, prosperous, healthy relationships with partners through effective mentorship and guidance of emerging leaders. A proud North Carolinian, Leigh Anne resides in Raleigh with her husband, two teenagers, and two beloved dogs. Beyond her professional pursuits, she is an avid collegiate sports enthusiast, particularly supporting the University of Tennessee Volunteers. Leigh Anne enjoys reading and actively contributes to her church's youth group.
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Leigh Ann Pope
Director of Client SuccessLeigh Anne Pope, our esteemed Director of Client Success, is a beacon of dedication and experience at iVitaFi. With an impressive 27-year tenure in the healthcare industry, she has honed her expertise across various domains, from government agencies to corporate vendors. Notably, Leigh Anne dedicated 22 years to Change Healthcare, where she held pivotal leadership roles in Operations for Revenue Cycle, Implementation, and Client Services. Most recently, she served as a Senior Manager of Client Success at AccessOne for nearly two years, further solidifying her client-centric approach. Leigh Anne's extensive background encompasses patient-facing and remote leadership roles, enabling her to cultivate deep, prosperous, healthy relationships with partners through effective mentorship and guidance of emerging leaders. A proud North Carolinian, Leigh Anne resides in Raleigh with her husband, two teenagers, and two beloved dogs. Beyond her professional pursuits, she is an avid collegiate sports enthusiast, particularly supporting the University of Tennessee Volunteers. Leigh Anne enjoys reading and actively contributes to her church's youth group.
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