Luna
Luna is a Nashville-based in-home outpatient physical therapy provider that dispatches 3,000+ licensed therapists to patients across 41+ US markets. It serves individual patients through insurance and self-pay, and partners with health systems, health plans, AARP, and employers to deliver value-based MSK care.
- Company typePrivate
- Founded2019
- HeadquartersNashville, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Luna does
Luna is a US-based on-demand in-home outpatient physical therapy provider that dispatches licensed, board-certified physical therapists to patients' homes or workplaces for 1:1 treatment sessions lasting 45-55 minutes, available 7 days a week from 6:30 am to 9:30 pm. Founded around 2018-2019 and headquartered in Nashville, Luna operates across 41+ US markets through a network of 3,000+ therapists functioning as 1099 independent contractors, with an average therapist tenure of 10+ years and 20,500+ career treatment hours. As of 2024 the company had served 85,000+ patients and completed 1.2 million+ in-home visits, growing visit volume from 1 million to over 1.2 million year-over-year.
The platform is built around several proprietary technology components: a patient-facing mobile app (iOS and Android) for booking, exercise prescription, and therapist messaging; the Luna Exercises in-app exercise module; a physician-facing Clinical Dashboard for outcome tracking; Luna Pathways, a post-operative care protocol for total joint replacement recovery; Luna Fall Safeguard for fall risk reduction; voice-enabled Auto-Charting for therapist documentation; and Luna Labs, a dedicated AI division. White-label offerings ("Rehab at Home" and "Powered by Luna") allow health systems and orthopedic groups to deliver in-home PT under their own brand. Luna's product portfolio also includes value-based care programs targeting MSK total cost of care, with claimed outcomes of 52% reduction in post-surgical rehab costs versus traditional home health and $4,000-$8,000 per-member savings for health plans.
Luna generates revenue through a hybrid model: (i) insurance reimbursement from commercial payers (Aetna, Anthem, Cigna, UnitedHealthcare, Humana, Molina), Medicare, and Medicare Advantage plans, where patients pay standard co-pays; (ii) self-pay at $135 per visit for uninsured patients; and (iii) enterprise contracts with health systems, health plans, ACOs, employers, and physician networks — including named partners such as Duke, MedStar Health, Hoag Orthopedic Institute, Baylor College of Medicine, Emory Healthcare, Providence, PAM Health, Intermountain Healthcare, AARP, Adventist Health, SCL Health, Luminis Health, Rady Children's, and HOPCo. Go-to-market combines direct-to-consumer booking (website, app, phone) with enterprise field sales targeting the five partner verticals. The company is private, has raised undisclosed funding across at least six rounds from investors including 8VC, Wavemaker 360, MBX Capital, Spark Growth Ventures, and Leblon Capital, and employs 1,001-5,000 people.
Luna firmographics
Firmographics- Name
- Luna
- Legal name
- Luna
- Website
- https://getluna.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Luna is a Nashville-based in-home outpatient physical therapy provider that dispatches 3,000+ licensed therapists to patients across 41+ US markets. It serves individual patients through insurance and self-pay, and partners with health systems, health plans, AARP, and employers to deliver value-based MSK care.
- Ownership category
- akta.pro rank
Luna industry classification
Industry- Product category
- Outpatient Physical Therapy Services
- NAICS
- Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Home Health Care Services (62161), Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Home Health Care Services (8082), Services-Specialty Outpatient Facilities, Nec (8093), Services-Health Services (8000)
- akta.pro primary industry
- Orthopedic & Musculoskeletal Rehab In-Home (HSABADAF)
- akta.pro secondary industries
- Balance, Fall Prevention & Gait Training In-Home (HSABADAH), Outpatient Rehabilitation & Physical/Occupational/Speech Therapy Centers (HLAFABAB), Virtual PT/OT/MSK & Rehab Programs (Payer-Sponsored) (HLALACAI)
Keywords
Where Luna is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Luna business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Insurance Reimbursement: Luna accepts commercial insurance (PPOs, select HMOs), Medicare, and Medicare Advantage plans. Revenue is generated through insurance reimbursement for physical therapy visits. Patients typically pay their standard co-pay as required by their insurance plan.
- Self-Pay / Out-of-Pocket: For patients without insurance coverage, Luna offers self-pay at $135 per visit. Patients are not charged until after their visit is completed.
- Enterprise Partnerships: Luna partners with health systems, health plans, ACOs, and employers to provide in-home physical therapy services. These partnerships generate revenue through value-based contracts and service agreements with healthcare organizations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Per visit | Commercial Insurance - Standard co-pay based on patient's insurance plan |
| Subscription | Per visit | Medicare - Covered by Medicare with secondary cover |
| One time/ perpetual license | Per visit | Self-Pay - $135 per visit |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
Luna product offering
Product offeringCore offering
Luna dispatches licensed, board-certified physical therapists to patients' homes and workplaces to deliver 1:1 outpatient rehabilitation sessions, primarily for musculoskeletal, post-surgical, orthopedic, and senior care needs. The service is covered by commercial insurance, Medicare, and Medicare Advantage (with a $135-per-visit self-pay option) and is supported by a proprietary technology platform comprising a patient mobile app, a voice-enabled Auto-Charting documentation system, a physician Clinical Dashboard, and the Luna Labs AI division. Luna also sells white-label and value-based care programs to health systems, health plans, employers, and physicians.
Product overview
Luna is a physical therapy platform that delivers in-home, outpatient physical therapy services through a network of over 3,000 licensed board-certified physical therapists. The core offering is Luna In-Home Physical Therapy, where therapists provide 1:1 personalized treatment at patients' homes. This is supported by the Luna App, which enables appointment booking, in-app exercise prescriptions (Luna Exercises), and secure messaging. The platform includes several add-on modules: Auto-Charting (voice-enabled documentation for PTs), Luna Pathways (post-surgical care protocols), Luna Fall Safeguard (fall prevention quality program), Clinical Dashboard (physician outcome tracking), Luna Labs (AI division for care delivery enhancement), and Value-Based Care Products (cost reduction programs for health plans). Luna also offers white-label solutions including Rehab at Home and Powered by Luna for health systems and orthopedic practices wanting to deliver in-home PT under their own brand.
Differentiator
Problem solved
Functional benefit
Products and services
- Luna In-Home Physical Therapy 1:1 outpatient physical therapy delivered in-person at the patient's home or workplace by licensed, board-certified therapists from Luna's network of 3,000+ practitioners. Sessions are 45-55 minutes long, with the same therapist for every appointment, and cover musculoskeletal, post-surgical, orthopedic, sports injury, neurological, pelvic floor, chronic pain, and senior fall-risk conditions. Covered by Medicare, Medicare Advantage, and major commercial PPO/HMO plans, with a $135 self-pay option and no charge until after the visit.
- Luna Patient Mobile App Standalone patient-facing mobile application available on iOS and Android where patients can book Luna physical therapy appointments, receive in-app exercise prescriptions from their therapist, securely message their PT, and track progress and treatment plans between in-person sessions.
- Rehab at Home (White-Label Program) White-label program that enables health systems and orthopedic practices to offer in-home outpatient physical therapy services under their own brand, powered by Luna's technology platform and national therapist network. Targets enterprise health systems seeking to retain PT referrals in-network and reduce the $40B annual PT referral leakage problem.
- Powered by Luna Partner Program Partner program that allows traditional physical therapy clinics to offer on-demand, in-home PT services to their patients by leveraging Luna's platform and therapist network. Lets PT clinics expand into in-home care without building their own dispatch and technology infrastructure.
- Value-Based MSK Care Programs Suite of clinical intervention programs sold to health plans and Medicare Advantage plans to reduce total musculoskeletal (MSK) cost of care. Includes joint replacement bundles (55-70% Medicare bundle cost savings), fall prevention (Luna Fall Safeguard), and chronic pain management. Delivered in-home through Luna's therapist network under value-based contracts.
Quantifiable outcome
- 52% cost reduction in post-surgical rehab compared to traditional home health
- +6 more outcomes
Companies that use Luna
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles5 records
Luna technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature6 records
Luna partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core, flagship and minor.
- DukecoreDuke University Health System / Academic Medical Center partnership to expand access to in-home outpatient physical therapy services. Luna provides in-home PT while Duke physicians refer patients and track outcomes through Luna's Clinical Dashboard.
- PAM HealthcorePost-acute care delivery provider partnership to expand in-home outpatient PT across 22 states.
- AARPflagshipProviding at-home physical therapy for AARP's 38 million members. Members gain access to in-person MSK care delivered at home by Luna's network of licensed physical therapists.
- Rady Children'scorePartnership to broaden outpatient PT services with home-based care for pediatric patients.
- MercyOnecorePartnership to bring in-home physical therapy to Central Iowa patients.
- Powerback RehabilitationminorPartnership to deliver greater access to in-home in-person healthcare services.
- MedStar HealthcorePartnership to improve access to in-home in-person outpatient physical therapy across Washington D.C., Baltimore, and Northern Virginia regions.
- Hoag Orthopedic InstitutecoreClinical partnership demonstrating Luna reduces post-surgical rehab costs by 52% compared to traditional home health services. Hoag published case study data validating Luna's cost savings.
- Baylor College of MedicinecorePartnership to expand access to in-home outpatient PT services through Baylor's healthcare network.
- ProvidencecoreExpanded access to in-home outpatient PT with Luna across Providence's service areas.
- Intermountain HealthcarecorePartnership for at-home and value-based care delivery across Intermountain's service areas.
- HOPCocorePartnership to enable in-home in-person outpatient PT through HOPCo's orthopedic practice network. Includes Luna Protocols Library for standardized MSK care.
- Adventist HealthcorePartnership to expand PT access in Los Angeles area through Adventist Health's network.
- Luminis HealthcorePartnership to expand access to in-home outpatient PT services.
- Memorial Rehabilitation InstitutecoreSouth Florida partnership to expand at-home physical therapy services.
- Bardon HealthminorPartnership for workers' compensation market and PT optimization.
- SCL HealthcorePartnership to provide at-home outpatient PT in Denver market.
- Emory HealthcarecorePartnership described as 'Uber App' for at-home PT. Emory refers patients to Luna for in-home physical therapy services.
- AirrostiminorPartnership to improve access for musculoskeletal care.
- EvergreenHealthminorPartnership to innovate care delivery through in-home PT services.
- Professional Physical TherapyminorPartnership to expand access to at-home care through Professional PT's network.
- Michigan Orthopedic SurgeonsminorPartnership to enable PT at home for orthopedic patients in Michigan.
- Pivot Physical TherapyminorPartnership for at-home care delivery through Pivot's network.
Scale indicators10 records
Recent moves7 records
Expansion highlights3 records
Luna competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Luna social profiles
Digital presenceLuna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Luna leadership team
Management profileNumber of profiles
Profiles7 records
Luna funding detail
Funding detailFunding overview
Funding rounds6 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Luna 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 Luna
What does Luna do?
Luna dispatches licensed, board-certified physical therapists to patients' homes and workplaces to deliver 1:1 outpatient rehabilitation sessions, primarily for musculoskeletal, post-surgical, orthopedic, and senior care needs. The service is covered by commercial insurance, Medicare, and Medicare Advantage (with a $135-per-visit self-pay option) and is supported by a proprietary technology platform comprising a patient mobile app, a voice-enabled Auto-Charting documentation system, a physician Clinical Dashboard, and the Luna Labs AI division. Luna also sells white-label and value-based care programs to health systems, health plans, employers, and physicians.
Is Luna a public or private company?
Luna is a private company. It is classified as venture growth investor backed and is currently operating.
When was Luna founded?
Luna was founded in 2019. It employs 1,001 to 5,000 people.
Where is Luna based?
Luna is headquartered in Nashville, United States, in the North America region.
How does Luna make money?
Three revenue lines are on record. Insurance Reimbursement is the primary driver. The others are self-Pay / Out-of-Pocket and enterprise Partnerships.
Does Luna have an API?
No public API is recorded for Luna.
What industry is Luna in?
Luna's product category is Outpatient Physical Therapy Services. Its primary akta.pro industry code is HSABADAF, Orthopedic & Musculoskeletal Rehab In-Home, with a secondary code of HSABADAH, Balance, Fall Prevention & Gait Training In-Home. Its NAICS code is 62134 and its SIC code is 8082.