Primrose
Primrose is a U.S.-based medical billing and practice management company delivering percentage-of-collections revenue cycle services to startup clinics and specialty practices (cardiology, gastroenterology, surgery, telehealth) using AI-assisted coding, denial prediction, and credentialing, with sister-company offerings in PM software, staffing, and marketing.
- Company typePrivate
- Founded2021
- HeadquartersHomewood, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Primrose does
Primrose (Primrose, Inc.) is a privately held U.S. medical billing and practice management company headquartered in Homewood, Alabama, operating as part of the broader Iris-Health healthcare services portfolio that traces back to 2003. The company delivers end-to-end revenue cycle management — charge entry, claim scrubbing, electronic filing, remit posting, receivable management, appeals, credentialing, prior authorization, and coding — augmented by an AI layer that includes denial prediction, automatic ICD-10/CPT chart coding, AI-driven authorizations, smart fax management, and a virtual front desk assistant. The technology stack rests on an internal practice management platform developed over 15+ years, integrated EMR-neutrally with existing practice systems, and complemented by an iOS mobile application for providers.
Commercial economics are tied to collections rather than seats: Primrose charges 5% of collections under the Enhanced Plan and 6% under the Premium Plan, billed monthly via ACH with no setup fees. The go-to-market is sales-led, anchored on Calendly-scheduled discovery meetings and a curated "1-2-3 transition" onboarding workflow designed for newly launched practices. Primary customer focus is startup clinics, with secondary penetration into cardiology, gastroenterology, family medicine, surgical/interventionalist, and telehealth practices. Documented customer outcomes range from 39% to 47% reductions in claim denials. The company extends its offering via three wholly-owned sister entities: Trillium.health (free practice management software), Cypress (remote staffing), and Tensaw (marketing services).
Operationally, Primrose is a bootstrapped, privately held company with no disclosed outside funding rounds, public listing, or acquisitions to date. Headcount figures conflict in the source data (51–100 per firmographics versus 250+ across the group per the company About section), and revenue is not publicly disclosed. Geographic footprint is U.S.-only with remote service delivery and a headquarters address that also houses a registered Primrose Healthcare Staffing LLC entity.
Primrose firmographics
Firmographics- Name
- Primrose
- Legal name
- Primrose, Inc.
- Website
- https://primrose.health
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Primrose is a U.S.-based medical billing and practice management company delivering percentage-of-collections revenue cycle services to startup clinics and specialty practices (cardiology, gastroenterology, surgery, telehealth) using AI-assisted coding, denial prediction, and credentialing, with sister-company offerings in PM software, staffing, and marketing.
- Ownership category
- akta.pro rank
Primrose industry classification
Industry- Product category
- Healthcare Revenue Cycle Management
- NAICS
- Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412)
- SIC
- Services-Prepackaged Software (7372), Services-Consumer Credit Reporting, Collection Agencies (7320)
- akta.pro primary industry
- Specialty & Regulated Collections (Medical, Student Loan, Government, HOA) (BPAAAEAJ)
Keywords
Where Primrose is headquartered
LocationHeadquarters
- HQ city
- Homewood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Primrose business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Percentage of Collections (Enhanced Plan): 5% of collections fee covering core billing services including charge entry, claim scrubbing, filing, remit posting, receivable management, lockbox services, patient statements, and basic support.
- Percentage of Collections (Premium Plan): 6% of collections fee covering all Enhanced features plus appointment reminders, Google reviews, eligibility verification, prior authorization, MIPS submission, deposit processing, bank reconciliation, coding audits, dunning letters, and soft collection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Enhanced Plan - Core billing services at 5% of collections |
| Subscription | Monthly | Premium Plan - Full-service billing with advanced features at 6% of collections |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Primrose product offering
Product offeringCore offering
Primrose provides end-to-end medical billing, coding, and practice management services to healthcare providers, including AI-powered claim scrubbing, denial prediction, automatic chart coding, prior authorizations, credentialing, and virtual front desk support. Revenue is generated via a percentage-of-collections model (5% Enhanced, 6% Premium), with additional value delivered through affiliated software (Trillium), remote staffing (Cypress), and marketing services (Tensaw).
Product overview
Primrose offers a unified medical billing and practice management platform built for healthcare providers, combining AI-powered billing services with practice management software. The core product integrates medical billing & coding, AI-powered features (denial prediction, automatic chart coding), medical credentialing, virtual assistants, coding & authorizations, practice platform tools, and marketing services. The platform is complemented by sister companies: Trillium (collaboration software for the digital age), Cypress (remote staffing), and Tensaw (marketing). Pricing is structured around Enhanced Plan (5% of collections) and Premium Plan (6% of collections) tiers.
Differentiator
Problem solved
Functional benefit
Products and services
- Medical Billing & Coding Services End-to-end medical billing and coding services for healthcare providers, including claims processing, procedure and surgery coding, denial management, and revenue cycle optimization.
- AI-Powered Medical Billing Services AI-enhanced medical billing services that use predictive analytics and automation to optimize claim processing, reduce denials, and improve revenue cycle performance.
- AI-Powered Practice Management Platform
Quantifiable outcome
- 47% reduction in denial rates for Midwest Cardiology Partners (17 cardiologists)
- +2 more outcomes
Companies that use Primrose
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
Primrose technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature9 records
Primrose partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered supporting and core.
- TensawsupportingMarketing services company enabling practices to stand out in the marketplace. Part of Primrose ecosystem supporting client marketing needs.
- CypresssupportingRemote staffing solution to drastically reduce staffing costs for medical practices. Part of Primrose ecosystem for providing flexible workforce options to clients.
- Trillium.healthcoreSister company providing practice management software. Basic practice management software is provided for FREE through Trillium.health. Trillium was built as software for the digital age, built for collaboration.
Scale indicators5 records
Recent moves5 records
Expansion highlights4 records
Primrose competitors and assessment
Company assessmentDirect peers
- Tebra (formerly Kareo + PatientPop): All-in-one practice management, EHR, and medical billing platform targeting independent practices and small specialty groups — directly overlapping Primrose's SMB clinic segment with similar percentage-of-collections and subscription pricing.
- AdvancedMD: Cloud-based EHR, practice management, and medical billing service for independent practices and specialty groups — closely comparable features (PM, claims scrubbing, denial mgmt) and customer base.
- DrChrono (EverHealth): EHR, practice management, and RCM/billing services for small and specialty medical practices — comparable offering mix and SMB target customer.
- CureMD: Integrated EHR, practice management, and medical billing services for ambulatory practices and specialty groups — directly comparable product surface to Primrose.
Broad incumbents
- athenahealth: Large incumbent EHR + revenue cycle management platform serving practices and health systems with services-led billing alongside software — a much larger but overlapping competitor in RCM.
- Waystar: Publicly traded cloud revenue cycle platform with claim scrubbing, denial management, and patient billing — addresses the same payer-side workflow but at enterprise scale.
- R1 RCM: Leading end-to-end RCM services company primarily serving hospitals and large physician groups — broader and larger-scale, but addresses the same core end-to-end billing value proposition.
- NextGen Healthcare: Ambulatory EHR and practice management platform with embedded RCM/billing services for mid-size and specialty practices — established incumbent that competes for the same larger end of Primrose's TAM.
Emerging players
- Inbox Health: Patient billing and AR management platform built for independent medical practices — overlapping on AR follow-up and patient statements but lighter on coding/AI features.
- Cedar: Patient engagement and billing platform focusing on the consumer financial experience for healthcare — adjacent rather than direct overlap, but increasingly competitive on the patient billing side of RCM.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Primrose social profiles
Digital presencePrimrose financial estimates
Financial estimateRevenue estimate
Valuation estimate
Primrose leadership team
Management profileNumber of profiles
Primrose subsidiaries and ownership
Company hierarchySubsidiaries3 records
Primrose funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Primrose 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 Primrose
What does Primrose do?
Primrose provides end-to-end medical billing, coding, and practice management services to healthcare providers, including AI-powered claim scrubbing, denial prediction, automatic chart coding, prior authorizations, credentialing, and virtual front desk support. Revenue is generated via a percentage-of-collections model (5% Enhanced, 6% Premium), with additional value delivered through affiliated software (Trillium), remote staffing (Cypress), and marketing services (Tensaw).
Is Primrose a public or private company?
Primrose is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Primrose founded?
Primrose was founded in 2021. It employs 51 to 100 people.
Where is Primrose based?
Primrose is headquartered in Homewood, United States, in the North America region.
How does Primrose make money?
Two revenue lines are on record. Percentage of Collections (Enhanced Plan) is the primary driver. The others are percentage of Collections (Premium Plan).
Who are Primrose's main competitors?
Direct peers on record are Tebra (formerly Kareo + PatientPop), AdvancedMD, DrChrono (EverHealth) and CureMD. Broad incumbents are athenahealth, Waystar, R1 RCM and NextGen Healthcare. Emerging players are Inbox Health and Cedar.
Does Primrose have an API?
No public API is recorded for Primrose.
What industry is Primrose in?
Primrose's product category is Healthcare Revenue Cycle Management. Its primary akta.pro industry code is BPAAAEAJ, Specialty & Regulated Collections (Medical, Student Loan, Government, HOA). Its NAICS code is 5412 and its SIC code is 7372.