About Us

We’re transforming the patient financial experience.

Simplee® is helping healthcare providers engage with the 21st century patient on financial matters. Founded in 2010, our mission is to make healthcare consumer friendly.

We offer providers a financial engagement platform that engages patients with a unified experience across the healthcare journey. From pre-service to billing to financing, we focus on building rapid trust and paving a path to payment (ultimately loyalty).

Our customers enjoy higher patient satisfaction, lower costs, and better payment success.


Tomer Shoval has travel experience resulting in frustrating medical bills.
Tomer, Roberto Rabinovich and Tom Tsarfati co-found Simplee to transform the patient financial experience.
Simplee raises angel round and launches product to organize family medical expenses.
Simplee raises Series A and launches Simplee®PAY billing and payments platform for healthcare providers.
El Camino Hospital becomes success story as charter customer. Simplee raises Series B. EMA, Lancaster General, and ValleyCare join.
National providers join, including CardinalHealth, Memorial Hermann and Gundersen Health. Vantiv, Visa and Wells Fargo partner with Simplee.
Launched healthcare’s first patient revenue cycle suite built for engagement across the healthcare journey. Start year with patient payment volumes exceeding $1 million per day.





Providers (2013)


Providers (Today)



Consumer Design Excellence
(2012, 2013, 2015)

Fierce Innovation Award Winner

Leading Revenue Cycle Innovation


Empower People and Good Things Happen

Partnership Requires Transparency + Accountability

Center on the Patient and All Else Follows

Speed of Innovation Matters

Teamwork + Focused Passion Can Move Mountains


Tomer Shoval

CEO & Co-founder

A veteran e-commerce leader, Tomer is a frequent speaker on the intersection of healthcare, technology, and consumers.

Tomer founded Simplee as a way to help others better understand and manage their healthcare bills. Previously, he was the managing director of Shopping.com North America (an eBay company).

Tomer holds a BA from Academic College of Tel-Aviv.

Roberto Rabinovich

COO & Co-founder

A product and operations executive, Roberto is an expert in e-commerce and payments.

Previously, Roberto was the head of product and design at Shopping.com (an eBay company), a leading comparison shopping engine. He was responsible for product strategy and global execution, including rollout of the distributed commerce platform and product catalog.

Roberto holds an MBA and BSc in Information Systems and Industrial Engineering from Technion.

Tom Tsarfati

CTO & Co-founder

A serial entrepreneur, Tom is an expert in security and enterprise software.

Previously, Tom was an engineering executive at two successful startups, Sanctum (acquired by Watchfire/IBM) and nLayers (acquired by EMC) where he was part of the founding team.

Tom holds a US patent in Application Security, an MBA from Open University of Israel, and a BSc cum laude in Computer Science from Bar Ilan University.

John Adractas

Chief Marketing & Growth Officer

A growth leader and popular speaker, John is an expert in innovation marketing, engagement, and analytics.

Previously,John was a venture capitalist and has held leadership roles at three venture-backed enterprise companies in addition to Google, where he led global customer success for Google Maps and Earth.

John holds an MBA from Harvard Business School and a BA from the University of Pennsylvania.

Randy Weber

Chief Revenue Officer

A sales and business development executive, Randy is an expert in enterprise software.

Previously, Randy was the VP of Global Sales at Zapproved where we grew the business into the leader in enterprise legal management. Earlier, Randy held sales and business development leadership roles at HP and Agilent Technologies.

Randy holds an MBA from The Johnson School at Cornell University and a BS in Electrical Engineering from Santa Clara University.

Dan Rogers


A seasoned finance executive, Dan is an expert in payments and financial services innovation.

Previously, Dan served as the CFO for multiple venture-backed Fintech start-ups. Prior to his career in financial services innovation, Dan was the finance executive for Vantiv and Wells Fargo Merchant Services.

Dan holds an MBA from the Pennsylvania State University and a BS from Lafayette College.

Paul Wallace

Board Member

Paul is a Managing Director at Heritage Group. He has been a Board Director of Simplee since 2013.

He holds an MBA from Kellogg School of Management and a BA from University of Richmond.

Ted Maidenberg

Board Member

Ted is a General Partner and Executive Officer at The Social+Capital Partnership. He has been a Board Director of Simplee since 2012.

He holds a BS with honors from Washington University in St. Louis

Tilli Kalisky Bannett

Board Member

Tilli is an Associate Partner at 83North. She has been a Board Director of Simplee since 2011.

She holds a MBA from MIT’s Sloan School of Management and a BA from Hebrew University.

We see the Simplee platform as a major leap forward in creating deeper patient engagement and ultimately building trust in the patient billing and payment process.
Emergency Medicine Associates, President

Our Investors

From Tech to Healthcare

  • Social Captial
  • Heritage Group
  • 83north
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