Brian Morris joins iVitaFi

Brian to lead product management team

February 26, 2022 – Atlanta, Georgia – iVitaFi, leading the way in healthcare payment financing, today announced that digital healthcare and revenue cycle product management expert Brian Morris has joined the company as vice president of product management. In his role, Brian is responsible for driving the company’s strategic direction to ensure its products are meeting market demands. He will also play a key role in partnering with clients and product development teams to create best-in-class product solutions.

Brian comes to iVitaFi with nearly two decades of experience leading strategic revenue cycle product initiatives. His primary focus has been on designing innovation solutions that drive growth and further the value of healthcare by reducing costs, improving quality outcomes, and enhancing the patient experience. Prior to joining iVitaFi, Brian served in product management leadership roles at Gemini Health, TSYS, Brightree and ProCareRx.

“We are delighted to have Brian join the team due to his extensive experience driving innovative product strategies that deliver greater value to healthcare organizations and to the industry as a whole,” said Greg Falconer, iVitaFi Chief Executive Officer and General Manager. “We are excited that Brian will be working closely with our clients to develop next generation solutions that serve their needs today and long into the future.”

About iVitaFi. Based in Atlanta, Georgia iVitaFi is a healthcare payment financing company that focuses on improving patient financial health and provider sustainability. Our program provides an all-digital, 0% interest, non-recourse line of credit for patients of all credit profiles, helping our partner hospitals throughout the U.S. improve cash flow and reduce patient bad debt. We help patients pay for their out-of-pocket costs, keeping them on the path toward complete physical and financial wellness. Learn more about iVitaFi at

Kristy Gierosky
Marketing Leader

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