What Simple Fractal does

Simple Fractal is a New York-based healthcare automation company that builds custom and turnkey robotic process automation (RPA) bots for U.S. healthcare operators, with particular depth in Applied Behavior Analysis (ABA), Home Health, and Intellectual and Developmental Disability (IDD) services. Founded in 2013 by Henry Xie, the company has developed five named productized bots — Reggie (California Regional Center eBilling), Remy (appointment reminders), Archie (unconverted appointment follow-up), Presley (patient responsibility collections), and Connie (AI-driven scheduling, in 2024 private beta) — alongside custom automation development, operational intelligence dashboards, and data infrastructure services. All bots are built on a serverless, HIPAA-compliant and SOC 2 Type II certified architecture hosted on a HITRUST-certified cloud, with PHI handled ephemerally for 15-minute windows; importantly, the company avoids third-party RPA licensing fees (UiPath, BluePrism) by building bots in-house.

The company's business model combines fixed-fee project work, recurring maintenance, and — where measurable — performance-based pricing, plus retainer-based operational transformation for clients seeking long-term partnership. Go-to-market is direct enterprise field sales, anchored in 30-60 minute consultations, and amplified through community channels including CentralReach Preferred Partner status and CASP Business Affiliate membership. Simple Fractal claims 96% client retention, 95%+ repeat business, 3+ year average client tenure, and ROI outcomes such as 13X over five years and 90% FTE reduction in payment posting; it was named a Top 20 Emerging Solution in the 2024 KLAS Research report and #3 emerging solution for reducing cost of care. The firm is privately held with no disclosed external funding and operates with 11-50 employees.

Name

Simple Fractal

Legal name

Simple Fractal

Website

https://simplefractal.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Simple Fractal is a New York-based RPA and AI company that builds custom and turnkey automation bots for U.S. healthcare providers, primarily ABA, Home Health, and IDD operators, automating revenue cycle, scheduling, billing, and compliance workflows.

Ownership category

akta.pro rank

Product category

Healthcare RPA and Workflow Automation

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (3345)

SIC

Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Robotic Process Automation (RPA) Platforms (HDAEAHAB)

Keywords

• Healthcare RPA automation
• Revenue cycle automation
• ABA billing automation
• Custom software bots
• EHR integration bots

Headquarters

HQ city

New York

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, Infrastructure, Operations

Revenue model

1. Custom Automation Development: Bespoke software bot development tailored to specific client workflows. Pricing is quoted post-discovery with fixed upfront fee and fixed monthly maintenance fee. Projects pay for themselves within a year with ROI upwards of 13X over five years.
2. Turnkey Bot Solutions: Ready-to-deploy solutions for reminders, billing, compliance, and patient responsibility. Each solution configured to customer workflows, branding, and operational needs. Fast starting point with low lift.
3. Performance-Based Pricing: Where success is easy to measure, Simple Fractal offers performance-based pricing models. This limits downside risk if bots do not deliver value. Company is confident enough to offer this model based on track record of success.
4. Retainer-Based Operational Transformation: Dedicated Simple Fractal resources who learn client systems and stay aligned with goals. Continuous improvement of processes, automation of new workflows, and ongoing support as organization grows. Chosen by clients wanting a long-term partner.
5. Consulting and Advisory: Structured assessments, interviews, and data-driven analysis to identify inefficiencies and opportunities for improvement. Actionable recommendations and prioritized roadmap for near-term and long-term operational decisions.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

Simple Fractal designs, builds, and maintains custom RPA and AI bots that automate repetitive healthcare workflows including patient responsibility billing, regional center eBilling, appointment reminders, follow-ups on unconverted appointments, and AI-driven scheduling. Named turnkey products (Reggie, Remy, Archie, Presley, Connie) are deployed inside the CentralReach EHR, alongside custom automation development, Operational Intelligence dashboards, and Data Infrastructure services.

Product overview

Simple Fractal is a healthcare automation company offering a portfolio of named bot products (Presley, Reggie, Remy, Archie, Connie) plus custom RPA development and professional services. The named bots serve as turnkey solutions: Presley handles patient responsibility invoicing and collections, Reggie automates California Regional Center eBilling across all 21 centers, Remy sends smart appointment reminders, Archie follows up on unconverted appointments, and Connie (in beta) provides AI-driven scheduling automation. These turnkey products are built around CentralReach as the primary EHR platform. Beyond turnkey bots, Simple Fractal offers custom automation development, Human-in-the-Loop Automation (combining bots with human oversight), Operational Intelligence dashboards, and Data Infrastructure services including EHR migrations and canonical data models. The company also provides consulting, advisory, and retainer-based operational transformation for ongoing partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Presley: Patient Responsibility Bot - Automates patient responsibility invoicing, collection, and receipts for healthcare providers.
• Reggie
• Remy
• Archie
• Connie

Products and services

• Reggie - Regional Center Billing Bot Turnkey eBilling automation bot that handles billing data entry and payment posting for all 21 California Regional Centers, designed for IDD and ABA providers that bill those centers.
• Remy - Appointment Reminder Bot Smart appointment reminder bot that reduces no-shows by sending configurable SMS and email reminders via Twilio through CentralReach integration, with HIPAA-compliant messaging.
• Archie - Unconverted Appointments Bot Automated follow-up bot that sends SMS and email reminders to convert unconverted appointments, with an escalation protocol for supervisor notifications and detailed reporting on provider performance.
• Presley - Patient Responsibility Bot Patient responsibility specialist trained in CentralReach that automates invoicing, credit card charging, receipt generation, and collections, delivering 72% higher collections and 61% faster payment times.
• Connie - Scheduling Bot AI-driven scheduling concierge bot that infers scheduling intent via natural language processing, enacts schedule changes directly on CentralReach, and notifies stakeholders; currently in private beta with a waitlist.
• Custom RPA Development Custom automation development using a mix of RPA and AI to streamline both simple tasks and complex decision points across eligibility verification, prior authorizations, payment posting, denials management, and collections, configured to each client's workflows.
• Operational Intelligence Dashboards Real-time dashboards consolidating operational and financial data from multiple systems into actionable insights, monitoring AR performance, billing activity, claim status, denials, and authorization utilization.
• Data Infrastructure Data warehousing and engineering services including EHR migrations, canonical data models, resilient pipelines, data governance, and HIPAA-aligned, SOC 2 controlled automation-ready architecture for healthcare organizations.
• Consulting and Advisory Structured assessments, interviews, and data-driven analysis to identify inefficiencies, manual work, and opportunities for improvement, with actionable recommendations and a prioritized roadmap for near-term and long-term operational decisions.
• Retainer-Based Operational Transformation Retainer-based engagement providing dedicated Simple Fractal resources who learn client systems, continuously improve processes, automate new workflows, and provide ongoing support as the organization grows or changes.

Quantifiable outcome

• 90% FTE requirement reduction in payment posting (20 FTEs reduced to near-zero)
• +15 more outcomes

Named customers21 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability8 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Council of Autism Service Providers (CASP)coreStrategic or Co-development Partner · 1 September 2021Selected as one of the first Business Affiliate members. Requires demonstration of exceptional value as a business partner to CASP members. Simple Fractal presented at CASP Annual Conference on intelligent automation/AI for autism services providers.
• CentralReachcoreTechnology or IntegrationCentralReach Preferred Partner. Simple Fractal has built specialized bots (Presley, Reggie, Connie) specifically designed for the CentralReach platform. Deep integration enables automation of patient responsibility, regional center billing, and scheduling workflows within the ABA industry's leading EHR.

Scale indicators12 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• UiPath: UiPath is a leading general-purpose RPA platform with a growing healthcare vertical. It competes for the same automation budget as Simple Fractal but relies on third-party licensing fees and broader, less healthcare-specific tooling.
• Automation Anywhere: Automation Anywhere is a major RPA platform with healthcare-specific offerings. It is a broader incumbent that competes at the automation-platform layer rather than as a bespoke healthcare-services provider.
• Blue Prism (SS&C): Blue Prism, now part of SS&C, is an established enterprise RPA platform. It competes broadly in the same RPA category as Simple Fractal's custom bots, with less healthcare specialization.
• R1 RCM: R1 RCM is a large healthcare revenue cycle technology and services company serving providers and PE-backed platforms. It addresses the same revenue cycle automation budget as Simple Fractal, but at a much larger and broader scale.

Emerging players

• Candid Health: Candid Health offers AI-driven RCM automation for healthcare providers, focusing on claims management and back-office workflows. It is an emerging player in the same healthcare-automation category where Simple Fractal operates.
• Adonis: Adonis is an AI-powered revenue cycle intelligence platform targeting healthcare providers. It competes with Simple Fractal in the RCM automation space with a more analytics-focused, emerging product approach.

Direct peers

• Olive (Divergent): Olive was a healthcare-focused AI automation company serving hospitals and providers with workflow bots, pivoted via the Divergent spinout. It is historically one of the most direct competitors in healthcare RPA/AI automation.
• AKASA: AKASA builds AI-powered automation for healthcare revenue cycle operations, including claims, authorizations, and patient access. It is a direct competitor to Simple Fractal's RCM-focused bots serving provider organizations.
• Waystar: Waystar provides healthcare revenue cycle management technology including claims processing and payer-portal automation. It overlaps directly with Simple Fractal's payment posting, claims, and secondary billing workflows.
• Notable: Notable provides AI-driven workflow automation for health systems, automating administrative tasks like scheduling, authorizations, and billing. Directly competes with Simple Fractal in healthcare operations automation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/simple-fractal

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Simple Fractal