Freshpaint

Freshpaint provides a privacy-first marketing data platform built specifically for healthcare organizations. The platform collects website and marketing data, applies privacy and governance rules before that data is shared downstream, and connects marketing activity to patient outcomes such as booked and attended appointments and revenue. It is positioned to remove the tradeoff healthcare marketers face between campaign performance and compliance with HIPAA, HHS web-tracking guidance, FTC enforcement, CMS rules, and state privacy laws.

The product set spans data collection and activation (integrations with direct-response ad platforms such as Google Ads, Meta Ads and Microsoft Ads, DSPs including Viant and StackAdapt, and CTV platforms), Audiences for segment activation and suppression of existing patients, a Consent Manager for multi-state privacy requirements, Web Tracker Manager for auditing pixels and trackers on a site, Ad Performance and Insights (including multi-touch attribution) for cross-channel measurement, web analytics with funnels, session replay, heatmaps and surveys, a data warehouse connection, Freshpaint Video and Freshpaint Maps for compliant hosted media and location finding, call-tracking integrations with Invoca, CallRail and CTM, and Freshpaint AI for guided analysis. The company describes its platform as de-identifying and filtering sensitive customer data so healthcare organizations can continue using mainstream ads, analytics and personalization tools without rebuilding their technology stack, and states that implementation typically takes a few weeks and does not require engineering or data-engineering resources.

Freshpaint serves hospitals and health systems, payers, urgent care, dental and DSO groups, orthopedics, dermatology and other specialty providers, and pharma and medical device companies including direct-to-patient programs. Named customers include Baptist Health, LetsGetChecked, Boulder Community Health, Yale, Modern Health, Allergy Partners, OrthoCarolina, St. Elizabeth Healthcare, Heartland Dental, BU Dental, CU Medicine, HealthTrust and the agency Amsive Health.

Founding story

Freshpaint was co-founded by Michael Malis and Steven Fitzsimmons; Fitzsimmons served as CEO and co-founder through the company's 2024 Series B. The company is a Y Combinator alumnus, with Y Combinator participating in later rounds.

Business model

Freshpaint sells a subscription software platform to healthcare organizations, with published plans and pricing and a demo-led sales process. Freshpaint handles implementation work including migrating existing tracking setups, configuring integrations and applying data governance rules, and the product is designed to be operated by marketing teams without dedicated engineering support.

Traction

Freshpaint states it is trusted by more than 250 healthcare organizations. The company reported 10x revenue growth in 2023 and described itself as one of the fastest-growing software companies that year while remaining capital-efficient. Published customer outcomes include an 80% drop in cost per lead for OrthoCarolina, a 30% reduction in cost per acquisition for BU Dental, a 92% improvement in search conversion volume for St. Elizabeth Healthcare, an 8x reduction in customer acquisition cost versus a pixel-less setup for Heartland Dental, a 53% improvement in Meta campaign performance for a national payer, a 96% campaign performance improvement and cost per lead falling from $300 to $12 for Allergy Partners, and a national urgent care provider cutting CAC 24% while adding roughly $1.92M in annual appointment revenue. The company cites an average customer acquisition cost reduction of over 20% and 5-25% lower patient acquisition costs on average.

Latest developments

In June 2026 Freshpaint announced new features including Freshpaint AI, conversion rate optimization tooling and personas, and described partnerships with CTM for privacy-safe phone call attribution and with Vibe for measuring connected TV campaigns. Recent publications address the FTC and state complaint against Hims & Hers Health, health data privacy in direct-to-patient and direct-to-consumer pharma marketing, and preparation for 2027 Medicaid changes. Leadership is now headed by CEO Ray Mina, with Tom Spiegelman as Chief Product & Technology Officer; co-founder Steven Fitzsimmons was CEO at the time of the 2024 Series B.