What Liine does

Liine is an AI-powered call tracking, marketing analytics, and ad-optimization platform purpose-built for multisite healthcare, dental, and veterinary practices. Founded in 2016 and headquartered in Raleigh, North Carolina, the company captures session-level marketing attribution across phone calls, HIPAA-compliant web forms, and online bookings, then uses AI to classify patient interactions, determine booking outcomes, and surface reasons for non-conversion. Its platform integrates natively with 60+ EHR/PMS systems — matching approximately 97% of new patient interactions to actual appointment records — and with 20+ online scheduling platforms plus the major ad networks (Google Ads, Meta Ads, Microsoft Ads), enabling automated campaign optimization against booked appointments rather than clicks or calls.

The core product suite consists of the Liine Platform (AI call tracking with marketing attribution, HIPAA-compliant webforms, and ad-platform integrations), the Marketing ROI Feature add-on (EHR/PMS-synced revenue attribution at the campaign level), and FormFlow (speed-to-lead automation that connects web-form submissions to practice staff in under 30 seconds and triples conversion rates). The customer base spans three named segments — multisite practices, private equity-backed healthcare rollups and DSOs, and marketing agencies serving healthcare clients — and ranges from individual SMB practices (Ageless Remedies, BodyLase, Pure Luxe Medical Aesthetics, Emerge Ortho, Lohi Lipo) to large enterprise groups including United Dental Partners (22 locations), Abra Health Group (20+ practices across three states), United Musculoskeletal Partners, and Herzig Eye Institute (Toronto and Ottawa, Canada).

Liine operates a SaaS subscription model with usage-based pricing customized per practice; all packages include white-glove onboarding with no implementation fee, unlimited users, HIPAA compliance with BAA, and a dedicated customer success manager. Go-to-market is primarily direct enterprise sales with demo-based conversion, supplemented by agency referral partnerships (Glacial Multimedia, MedShark Digital) and content marketing anchored by "The Bottom Liine" podcast and an annual Healthcare Marketing Benchmark Report. The company has raised approximately $6.8M cumulatively across disclosed rounds since 2018, with the largest institutional event a $3M seed in October 2022 led by Eastside Partners, followed by a $1.85M round in December 2024.

Name

Liine

Legal name

Liine, Inc.

Website

https://liine.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Liine is an AI-powered marketing analytics and call-tracking platform that helps multisite healthcare, dental, and veterinary practices measure marketing ROI through deep EHR/PMS integration, capturing session-level attribution across calls, web forms, and online bookings to optimize ad campaigns for booked appointments.

Ownership category

akta.pro rank

Product category

Healthcare Marketing Analytics Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

EHR Extensions, APIs, App Marketplaces & SMART-on-FHIR Apps (HLACAAAN)

Keywords

• Healthcare marketing analytics
• Patient acquisition software
• Call tracking platform
• AI marketing attribution
• Ad campaign optimization

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription: Liine operates on a subscription-based model with usage-based pricing components. Pricing is customized to each practice's needs based on usage. All packages include white-glove onboarding, unlimited users and support, HIPAA compliance with BAA, automated marketing analytics, Google Ads integration, web form lead management, and dedicated customer success manager.

Pricing tiers

Distribution channels3 records

Marketing channels9 records

Core offering

Liine provides an AI-powered patient acquisition and marketing analytics platform built specifically for healthcare practices. The software integrates with practice management systems (PMS) and electronic health records (EHR) to capture, attribute, and analyze inbound calls, web forms, and appointment bookings, then feeds that data back into ad platforms for automated optimization. It is targeted at multisite dental, optometry, veterinary, and medical groups as well as the marketing agencies that serve them.

Product overview

Liine offers a unified AI-powered marketing platform for multisite healthcare, dental, and vet practices consisting of the core Liine Platform, the Marketing ROI Feature add-on, and FormFlow web form management. The core platform provides AI call tracking with session-level marketing attribution, HIPAA-compliant webforms, and native integrations with Google Ads and Meta Ads for automatic campaign optimization based on booked appointments. The Marketing ROI Feature connects marketing data to EHR/PMS systems to calculate hard-dollar ROI with 97% patient matching. FormFlow automates lead follow-up with auto-call technology. The platform serves multisite practices, private equity rollups, and marketing agencies, and integrates with 60+ EHR/PMS systems and 20+ online scheduling platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Marketing ROI Feature: Marketing ROI feature that connects marketing data to practice performance metrics with high accuracy.
• FormFlow

Products and services

• Liine Patient Acquisition Platform Cloud-based SaaS platform that integrates with healthcare PMS and EHR systems to capture inbound calls and web leads, attribute them to marketing sources and campaigns, and push conversion data back into Google, Meta, and other ad platforms for automated bid and budget optimization. Designed for multisite dental, optometry, veterinary, and medical practices and the agencies serving them.
• Liine Marketing ROI (MROI) Standalone Liine sub-product that quantifies marketing-driven booked appointments and downstream revenue, allowing healthcare practice operators to measure true ROI across campaigns and channels on top of the core attribution platform.

Quantifiable outcome

• Average 40% decrease in Google Ads cost per booking (CPB)
• +5 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration43 records

AI capability8 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core and strategic.

• SubscribilicoreTechnology or IntegrationSubscribili is a next-generation healthcare technology platform for online scheduling, subscription plans, and patient engagement. The integration enables Liine to capture full marketing attribution for all patient leads from Subscribili online bookings, de-duplicate them in a unified dashboard, and match prior Google Ads touchpoints with subsequent online bookings. URBN Dental case study shows 37% more Google Ads-driven appointments with the combined solution.
• Glacial MultimediastrategicGTM or Marketing PartnerDigital marketing agency partner for Herzig Eye Institute. Glacial shifted Herzig's paid ads strategy from optimizing for calls and clicks to optimizing for booked appointments using Liine's data integration with Google Ads. Results: 124% increase in bookings and 55% reduction in cost per booking.
• MedShark DigitalstrategicGTM or Marketing PartnerDigital marketing company specializing in medical providers. Partner specializing in Google Local Service Ads for healthcare practices. Bill Fukui from MedShark appears on Liine's podcast The Bottom Liine to discuss Local Service Ads opportunities for healthcare.
• Zoc DoccoreTechnology or IntegrationOnline scheduling platform integration. Liine captures marketing attribution for bookings made through Zoc Doc and can identify Zo (Zocdoc's AI agent) as top-performing AI phone agent at 50.9% conversion rate in Liine's benchmarking.
• NexHealthcoreTechnology or IntegrationPatient experience platform with scheduling integration. Liine integrates to capture marketing attribution for online bookings and de-duplicate with phone and web form leads.
• Athena HealthcoreTechnology or IntegrationEHR/PMS system integration. Liine matches patient interactions with Athena Health records to calculate marketing ROI.
• ModMedcoreTechnology or IntegrationEHR/PMS system integration for medical practices. Featured integration for Marketing ROI feature.
• AdvancedMDcoreTechnology or IntegrationEHR/PMS system integration for healthcare practices. Featured integration for Marketing ROI feature.
• Dental IntelligencecoreTechnology or IntegrationDental-specific practice management system integration.
• Google AdscoreTechnology or IntegrationAd platform integration enabling Liine to automatically feed anonymized booking outcomes as primary conversion events for campaign optimization.
• Meta AdscoreTechnology or IntegrationFacebook/Instagram ad platform integration for automated optimization based on booked appointments.
• Bing AdscoreTechnology or IntegrationMicrosoft advertising platform integration for bottom-funnel conversion signals.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Invoca: AI-powered call tracking and marketing analytics platform. Directly comparable as the most-cited competitor to Liine (United Dental Partners switched from Invoca to Liine). Targets similar mid-market and enterprise customers with conversation intelligence, though not healthcare-native.
• CallRail: Call tracking and marketing analytics platform widely used by SMBs and agencies. Competes head-to-head in the call tracking category but lacks healthcare-specific EHR/PMS integration and HIPAA-compliant infrastructure that Liine provides.
• PatientPop (Tebra): Healthcare practice growth platform covering patient acquisition, scheduling, and reputation. Overlaps with Liine's patient acquisition and marketing analytics modules, and serves the same multisite dental/medical practice buyer.
• NexHealth: Patient experience platform with online scheduling and EHR integration for dental and medical practices. Comparable as a healthcare-native integration partner and potential adjacent competitor in patient acquisition and booking attribution.
• Weave: Patient communication and engagement platform for dental and medical practices. Overlaps with Liine's call tracking, two-way texting, and patient acquisition analytics, targeting the same multisite practice and DSO buyer.
• RevenueWell: Dental-specific patient communication, marketing, and recall platform. Serves the same dental practice and DSO segment with adjacent marketing analytics and patient engagement capabilities.

Broad incumbents

• Birdeye: Reputation management and customer experience platform with marketing analytics. Competes broadly in healthcare marketing measurement via its integration ecosystem, though not specialized for EHR-matched booking attribution.

Emerging players

• DialogTech (now Invoca): Call analytics platform historically focused on enterprise marketing attribution; folded into Invoca. Comparable as a competitor in call-driven marketing attribution, though lacks Liine's healthcare verticalization.
• WhatConverts: Lead tracking and marketing attribution platform covering calls, forms, and ecommerce. Partial overlap with Liine's call tracking and lead management functionality, typically used by agencies serving SMB healthcare and dental clients.
• ActiveConversion: Marketing analytics platform with focus on lead tracking and ROI measurement. Overlaps with Liine on attribution and conversion analytics, primarily serving small and mid-market businesses including healthcare-adjacent verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xfacebook.com/LiineTech
• YouTubeyoutube.com/@liinetech
• Facebookfacebook.com/LiineTech
• LinkedInlinkedin.com/company/liinetech
• Instagraminstagram.com/liinetech

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds6 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Liine