Morf Health
Morf Health is a healthcare automation platform that enables medical practices to build no-code workflows connecting 150+ EHR, CRM, and marketing tools with built-in HIPAA compliance, serving digital health startups and provider practices via tiered subscriptions.
- Company typePrivate
- Founded2022
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Morf Health does
Morf Health is a healthcare automation platform founded in 2022 that enables digital health practices to build and run operational workflows without engineering resources. The platform uses a no-code visual workflow builder with trigger-action architecture and Common Expression Language (CEL) for configuration, connecting natively to 150+ healthcare tools including major EHRs (Healthie, Athenahealth, Elation, Cerbo, Dr. Chrono, ModMed, PracticeQ, Spruce Health, Nextech, Medplum), CRMs, scheduling systems, form builders, billing/RCM platforms, and ad networks. Its core differentiator is HIPAA compliance built into the platform architecture — including standard BAA agreements, FHIR compatibility, and server-side conversion tracking that avoids PHI exposure through third-party pixels — making it a healthcare-specific alternative to general-purpose automation tools like Zapier. The product suite includes the core automation platform, Flo AI (a 2025-launched natural language workflow co-pilot), and add-on modules covering form building, patient self-scheduling, insurance eligibility checks, and a customer administrative dashboard with real-time activity monitoring.
The company employs 1-10 people and operates from San Francisco, California, incorporated as Morf Health, Inc. The platform is led by CEO Montana Scher and Co-founder/CTO James Thompson. Total disclosed funding is approximately $3.5M across a $500K Y Combinator pre-seed (August 2022) and a $3M seed round (November 2023) led by Kindred Ventures with participation from Asymmetric Capital Partners, Flybridge, Uncommon Capital, and XFactor Ventures. Revenue is generated through tiered monthly subscriptions priced by monthly active patient profiles — Basic at $146/mo (200 profiles), Pro at $356/mo (750 profiles), and Custom for enterprise — supplemented by modular add-ons (Forms $156/mo, Self-Scheduling $499/mo, Eligibility Checks $99/mo) and a premium white-glove onboarding service. Distribution combines a self-serve PLG free-trial model with sales-assisted demos for mid-market and white-glove onboarding for enterprise, marketed globally via the website, documentation portal, blog content, and SEO. Visible customer logos are predominantly early-stage digital health and DTC telehealth practices including Nema, Pom Health, Berry Street, Noma Health, Midstate Skin, NourishRX, Blossom, Alpaca Health, Being Health, and TMRW For Men.
Morf Health firmographics
Firmographics- Name
- Morf Health
- Legal name
- Morf Health, Inc.
- Website
- https://morf.health
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Morf Health is a healthcare automation platform that enables medical practices to build no-code workflows connecting 150+ EHR, CRM, and marketing tools with built-in HIPAA compliance, serving digital health startups and provider practices via tiered subscriptions.
- Ownership category
- akta.pro rank
Morf Health industry classification
Industry- Product category
- Healthcare Workflow Automation
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Patient Intake, Digital Registration & eForms (HLACAEAF)
Keywords
Where Morf Health is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Morf Health business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Plans (Basic, Pro, Custom): Monthly subscription tiers based on monthly active patient profiles. Basic plan at $146/mo includes 200 profiles, Pro at $356/mo includes 750 profiles. Custom pricing for complex automation needs with dedicated support.
- Add-on Modules: Optional add-ons including Form Builder ($156/mo), Patient Self-Scheduling ($499/mo), and Eligibility Checks ($99/mo). These can be added to any base plan.
- White-glove Onboarding Services: Premium onboarding add-on including concierge setup, priority support, seamless handoff, and historical data backfill services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic - Starting at $146/mo for practices getting started |
| Subscription | Monthly | Pro - Starting at $356/mo for growing practices |
| Subscription | Monthly | Custom - Enterprise pricing for complex needs |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Morf Health product offering
Product offeringCore offering
Morf Health provides a HIPAA-compliant healthcare workflow automation platform that lets medical practices connect 150+ tools (EHRs, CRMs, schedulers, form builders, billing systems, ad platforms) and automate patient signup, intake, communication, and follow-up through a no-code visual builder and an AI co-pilot (Flo AI). The platform unifies patient profiles, enables server-side conversion tracking for ads, and ships with add-on modules for forms, self-scheduling, and insurance eligibility checks.
Product overview
Morf Health offers a unified healthcare automation platform centered on the Morf Automation Platform with embedded Flo AI co-pilot. The platform provides no-code workflow automation connecting 150+ healthcare tools, supplemented by add-on modules including Morf Forms (form builder at $156/mo), Morf Scheduling (patient self-scheduling at $499/mo), and Eligibility Checks (insurance verification at $99/mo). White-glove onboarding is available as an add-on service. The platform includes a Customer Administrative Dashboard for workflow management and monitoring, plus programmatic APIs (Provider API, Track API, Custom JSON Event Source) for developer integrations. All plans include HIPAA compliance, FHIR compatibility, native SMS/email messaging, and BAA agreements.
Differentiator
Problem solved
Functional benefit
Products and services
- Morf Automation Platform Central SaaS platform enabling healthcare practices to build trigger-action automations across 150+ EHRs, CRMs, schedulers, form builders, billing, communication, and ad tools, with HIPAA compliance, FHIR compatibility, real-time activity monitoring, and a Unified Patient Profile.
- Flo AI AI-powered workflow co-pilot that lets users describe healthcare automation needs in natural language and instantly generates no-code workflows, with guided setup and continuous optimization suggestions.
- Morf Forms No-code form builder add-on for creating branded, HIPAA-compliant patient intake forms, assessments, and custom questionnaires, with custom domains, styling themes, and exit pop-ups.
- Morf Scheduling Embeddable patient self-scheduling add-on with provider matching and real-time appointment availability, connecting to existing scheduling services.
- Eligibility Checks Automated insurance eligibility verification add-on that checks patient coverage before appointments via the Stedi integration.
- Morf Customer Administrative Dashboard Web-based administrative dashboard for managing workflows, monitoring executions, viewing and searching patient profiles, and tracking provider data in real time.
- White-Glove Onboarding Premium onboarding service add-on with concierge workflow design and build, priority support with 5-hour response time, seamless handoff with documentation, and historical data backfill.
- Morf Provider API Programmatic REST API for adding, updating, and retrieving provider records in Morf, enabling third-party applications to manage provider data within the platform.
- Morf Track API Event tracking REST API for sending custom conversion events and profile property updates to Morf, enabling developers to feed conversion and identity data into workflows.
- Morf Custom JSON Event Source API Webhook-based API for ingesting custom JSON payloads from external systems to trigger Morf workflows, allowing any tool to push events into the platform.
Quantifiable outcome
- Deploy workflows in hours, not weeks
- +3 more outcomes
Companies that use Morf Health
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles2 records
Morf Health technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration46 records
AI capability5 records
Feature9 records
Morf Health partnerships and signals
Strategic signalPartnerships
46 partnerships are on record, tiered core and standard.
- HealthiecorePre-built EHR integration with Healthie. Morf supports extensive Healthie actions including patient management, appointments, billing, forms, tasks, conversations, and Stripe payment processing.
- AthenahealthcorePre-built EHR integration with Athenahealth for patient management and appointment scheduling synchronization.
- Spruce HealthcorePre-built integration with Spruce Health for patient contact management, conversation handling, and messaging automation.
- FormsortcorePre-built integration with Formsort for no-code form building. Noma Health uses this combination for signup flows.
- HubSpotstandardCRM integration for contact management, deal tracking, task automation, and marketing event tracking.
- StripestandardPayment processing integration for patient credit card capture, customer management, and payment event tracking.
- TwiliostandardSMS messaging integration for sending text messages to patients directly from Morf workflows.
- Elation HealthcoreEHR integration with Elation Health for patient records, appointments, lab orders, and clinical documentation.
- CerbocoreEHR integration with Cerbo for patient management and clinical workflows.
- Dr. ChronocoreEHR integration with Dr. Chrono for appointment management and patient records.
- ModMedcoreEHR integration with ModMed (Modernizing Medicine) for patient and appointment management.
- Facebook/MetastandardServer-side conversion tracking integration for sending HIPAA-compliant conversion events to Facebook Ads.
- Google AdsstandardServer-side conversion tracking integration for Google Ads with support for Google Analytics and Firebase events.
- CalendlystandardScheduling integration with Calendly for appointment booking and availability management.
- Acuity SchedulingstandardScheduling integration with Acuity for appointment type management and booking.
- TypeformstandardForm builder integration with Typeform for patient intake and data collection.
- IntercomstandardCustomer communication platform integration for messaging and contact management.
- SlackstandardTeam communication integration for sending workflow notifications and alerts to Slack channels.
- SnowflakestandardData warehouse integration for storing and analyzing healthcare workflow data.
- SegmentstandardCustomer data platform integration for identity resolution and event tracking.
- ActiveCampaignstandardMarketing automation and CRM integration for contact management and event tracking.
- FeatherystandardForm builder integration with Feathery for patient intake forms with custom domain support.
- StedistandardEligibility checking integration with Stedi for verifying patient insurance benefits.
- NextechstandardEHR integration with Nextech for appointment management and patient records.
- PracticeQ (IntakeQ)corePractice management integration with PracticeQ for client management, appointments, intake forms, and billing.
- Hint HealthcoreDirect care platform integration with Hint Health for membership management and billing.
- Candid HealthstandardRevenue cycle management integration with Candid Health for billing and claims processing.
- Axle HealthstandardLab results and visit data integration with Axle Health.
- JunctionstandardLab results and order integration with Junction for clinical workflow automation.
- BoulevardstandardPractice management and booking integration with Boulevard for appointments and orders.
- MedplumstandardEHR integration with Medplum for FHIR-compliant patient and appointment data.
- AircallstandardPhone system integration with Aircall for SMS messaging and call handling.
- OpenPhonestandardBusiness phone integration with OpenPhone for contact and SMS management.
- FreshdeskstandardCustomer service integration with Freshdesk for ticket management and contact sync.
- Customer.iostandardMarketing automation integration with Customer.io for event tracking and messaging.
- PostHogstandardProduct analytics integration with PostHog for event tracking and user identification.
- MixpanelstandardAnalytics integration with Mixpanel for event tracking and identity management.
- TikTok AdsstandardServer-side conversion tracking integration for TikTok Ads.
- Microsoft Bing AdsstandardOffline conversion tracking integration for Microsoft Bing Ads.
- NextdoorstandardLocal advertising integration with Nextdoor for conversion tracking.
- ShopifystandardE-commerce integration with Shopify for order tracking and customer data.
- SquarestandardPayment and POS integration with Square for booking and payment processing.
- Butterfly LabsstandardLab results integration with Butterfly Labs for clinical data workflows.
- Zoho CRMstandardCRM integration with Zoho for contact and deal management.
- RudderStackstandardCustomer data platform integration with RudderStack for identity and event tracking.
- Google WorkspacestandardGoogle integration for BigQuery data storage, Sheets, Cloud Storage, and Analytics events.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Morf Health competitors and assessment
Company assessmentDirect peers
- 1upHealth: FHIR-based healthcare data platform for payers, providers, and digital health apps. Comparable to Morf in healthcare data interoperability and FHIR-first positioning, with more depth on payer-provider exchange.
- Health Gorilla: Healthcare interoperability network connecting EHRs, labs, and HIEs. Comparable to Morf in providing clinical data connectivity for digital health and provider workflows, with deeper lab and HIE linkages.
- Redox: Healthcare data integration platform offering EHR connectors and APIs for digital health builders. Directly comparable to Morf's core interoperability and integration use case, though Redox sits closer to the developer/infra layer.
- Merge: Unified API for healthcare data (EHR, labs, eligibility) targeting digital health companies. Overlaps with Morf on healthcare-specific data integration and unified-patient-profile-style use cases for builders.
Broad incumbents
- Innovaccer: Enterprise healthcare data and analytics platform serving providers and payers with a broader suite than Morf. Comparable at the workflow/data activation layer but at significantly larger scale and scope.
- Zapier: General-purpose no-code automation platform with thousands of integrations. Sits in the same workflow-automation category as Morf but lacks healthcare-native compliance and templates; competes for the same practice operations buyer.
- Make: Visual automation platform competing with Zapier in the no-code integration layer. Overlaps with Morf's workflow-building thesis but without native HIPAA positioning or healthcare-specific templates.
- Workato: Enterprise iPaaS with workflow automation recipes and strong integration marketplace. Comparable to Morf in the trigger-action automation model, with deeper enterprise traction but less healthcare-specific tooling.
- Datavant: Healthcare data connectivity platform focused on linking health data across organizations. Comparable to Morf in moving data between healthcare systems, but operates more at the connectivity/ecosystem layer than practice-level workflow automation.
Emerging players
- n8n: Open-source, low-code workflow automation tool gaining traction with technical healthcare builders. Comparable to Morf's no-code flow logic but positioned as a developer-friendly alternative rather than a vertical SaaS.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights7 records
Customer concentration
Morf Health social profiles
Digital presenceMorf Health compliance and trust
Trust signalCompliance3 records
Morf Health financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morf Health leadership team
Management profileNumber of profiles
Profiles2 records
Morf Health funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morf Health M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Morf Health
What does Morf Health do?
Morf Health provides a HIPAA-compliant healthcare workflow automation platform that lets medical practices connect 150+ tools (EHRs, CRMs, schedulers, form builders, billing systems, ad platforms) and automate patient signup, intake, communication, and follow-up through a no-code visual builder and an AI co-pilot (Flo AI). The platform unifies patient profiles, enables server-side conversion tracking for ads, and ships with add-on modules for forms, self-scheduling, and insurance eligibility checks.
Is Morf Health a public or private company?
Morf Health is a private company. It is classified as venture growth investor backed and is currently operating.
When was Morf Health founded?
Morf Health was founded in 2022. It employs 1 to 10 people.
Where is Morf Health based?
Morf Health is headquartered in San Francisco, United States, in the North America region.
How does Morf Health make money?
Three revenue lines are on record. Subscription Plans (Basic, Pro, Custom) is the primary driver. The others are add-on Modules and white-glove Onboarding Services.
Who are Morf Health's main competitors?
Direct peers on record are 1upHealth, Health Gorilla, Redox and Merge. Broad incumbents are Innovaccer, Zapier, Make, Workato and Datavant. n8n is listed as an emerging player.
Does Morf Health have an API?
Yes. Morf provides a REST API enabling developers to programmatically integrate with the Morf platform. The API supports: Profile management (retrieve, list, verify profiles by email/ID); Provider management (add, update, retrieve provider records); Custom JSON event ingestion; Track API for conversion events; webhook-based triggers from integrated tools. Workflow configurations use Common Expression Language (CEL) for expression syntax. OpenAPI specification available at docs.morf.health/docs/api-reference/openapi.json. Developer documentation is at www.morf.health/docs/morf_dashboard/overview.
What industry is Morf Health in?
Morf Health's product category is Healthcare Workflow Automation. Its primary akta.pro industry code is HLACAEAF, Patient Intake, Digital Registration & eForms. Its NAICS code is 541511 and its SIC code is 7372.