← Embedded Finance Index 2026

PatientNow

“Can a vertical EMR for medical aesthetics become the payments, financing, and AI-driven revenue OS for every med spa, plastic surgery, and wellness practice?”

Founded2004
HQGreenwood Village, Colorado, United States
Latest roundPE-backed (Providence Strategic Growth, Blue Star Innovation Partners, 2020)
IndustryVertical SaaS / Healthcare (Medical Aesthetics)
The story

Founded 2004 as vertical SaaS for medical aesthetics practices (med spas, plastic surgery, dermatology). 2020 PE recapitalization by Providence Strategic Growth consolidated PatientNow with Crystal Clear Digital Marketing and Envision into a single platform, and cemented a CareCredit financing alliance with Synchrony. Under CEO Keri Gohman (a SaaS/fintech operator ex-Xero, Capital One, Intuit, Bain Capital Ventures), PatientNow is pushing hard into embedded fintech: PatientNow Payments (integrated payment facilitator), PatientNow Capital (working capital for practices), memberships/recurring billing, and CareCredit-powered patient financing — turning the EMR into a monetization surface, not just a system of record.

Last 12 months
2026-05
2025
Product timeline
2004
PatientNow founded to serve medical aesthetics and elective care practices· founding
2020
Backed by Providence Strategic Growth and Blue Star Innovation Partners; merged with Crystal Clear Digital Marketing and Envision to form unified platform· acquisition
2020
Deepened alliance with Synchrony CareCredit for patient financing across practices nationwide· lending
2021
Launched RxPayments text/email payment requests via integrated payment facilitator· payments
2022
Launched Patient API for programmatic patient data transfer· product
2024
Completed SOC 2 Type 2 examination and HIPAA compliance with 360 Advanced· compliance
2025
Acquired Recura, an AI growth engine for receptionist/booking/sales automation· acquisition
2026
Launched AI Analytics and AI Business Analyst; Keri Gohman (ex-Xero, Capital One, Intuit) leading as CEO· product
Acquisitions
Recura2025
AI growth engine acting as a virtual sales team, receptionist, and booking coordinator; extends PatientNow beyond system of record
Crystal Clear Digital Marketing2020
Marketing and patient acquisition capability rolled into PatientNow platform
Envision2020
Extended PatientNow into salon and wellness verticals
The stack
3 layers disclosed in PatientNow’s embedded-finance stack
Payments / PSP
PatientNow Payments (self-operated)
Lending
in the full report
Accounting
in the full report
Accounting gap: minor
5 more providers across 2 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.