Motive Health

What Motive Health does

Motive Health Inc. is a Toronto-based healthcare information technology company founded in 2012 by physicians who experienced the administrative burden of OHIP medical billing firsthand. The company's core product is Agent+, a mobile-first application (iOS, with Android in development) that enables Ontario physicians to create, submit, and manage OHIP medical billing claims directly from their phone or tablet. Agent+ integrates directly with Ontario Ministry of Health systems including MCEDT for electronic claims submission, the Go Secure Portal for designee maintenance, and ESUBMIT for remittance advice inquiries. The platform features label scanning, real-time health card validation against the Ministry's patient database, specialty-customized code grids, a Rounds feature for inpatient billing workflows, intelligent billing logic that prompts for applicable premiums, and in-app rejection management. Security is delivered through 256-bit AES encryption powered by IDENTOS, with PHIPA-compliant access controls positioning Motive Health as an authorized agent of physician Health Information Custodians.

The business operates a transaction-based revenue model, charging physicians a percentage fee (0.25% to 2.75%) only on successfully paid claims rather than flat subscriptions. Four pricing tiers — Self Serve, Assisted, Full Service, and Paper — segment customers by support level, ranging from self-serve web support to dedicated billing agents with 4-hour guaranteed response times and paper claim data entry. Go-to-market is primarily product-led via app store downloads and a referral/Ambassador program, supplemented by inside sales, billing seminars (OHIP Learn to Bill workshops), and content marketing. The company serves a long tail of Ontario physicians practicing across 25+ hospital networks including Hamilton Health Sciences, UHN, Sunnybrook, and Trillium Health Partners, with strategic integrations embedding Agent+ into virtual care platforms Maple and Tia Health. The company is privately held with no disclosed external funding and operates with a small team of fewer than 10 employees.

Name

Motive Health

Legal name

Motive Health, Inc.

Website

https://motivehealth.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Motive Health is a Toronto-based healthcare IT company that provides Agent+, a mobile-first OHIP billing application for Ontario physicians. It earns revenue via percentage-based transaction fees (0.25%–2.75%) only on successfully paid claims, serving a long tail of physicians across 25+ Ontario hospital networks.

Ownership category

akta.pro rank

Product category

Healthcare Billing Software

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Hospital & Medical Service Plans (6324)

akta.pro primary industry

Payer-Provider Data Exchange (X12, prior auth, claims/clinical attachment) (HLACABAK)

akta.pro secondary industries

Patient Financial Engagement (Estimates, Billing Presentment, Payments) (HLACAEAI), Healthcare Billing & Patient Payments Presentment (FSAMAJAH)

Keywords

• Medical billing software
• OHIP billing platform
• Physician claims management
• Mobile healthcare billing
• Ontario health card validation

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Percentage-based Transaction Fees: Revenue generated as a percentage fee only on successfully paid claims. Physicians are only charged when they receive payment from Ministry of Health. Four pricing tiers with fees ranging from 0.25% to 2.75% depending on service level. No charge until payment is received.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Motive Health develops and operates Agent+, a mobile application that enables Ontario physicians to create, submit, and manage OHIP medical billing claims directly from their phone or tablet. The platform integrates with Ontario Ministry of Health systems (MCEDT, Go Secure) for electronic claims submission and offers real-time health card validation, label scanning, rejection management, and dedicated billing agent support under tiered percentage-based pricing.

Product overview

Motive Health offers Agent+, a mobile-first OHIP billing platform for Ontario physicians. The core product is the Agent+ mobile application (iOS with Android in development) which enables physicians to create, submit, and manage medical billing claims directly from their devices. The platform integrates with Ontario Ministry of Health systems (MCEDT/Go Secure) for electronic claims submission. Four pricing tiers are available: Self-Serve (0.25% fee), Assisted (1.25%), Full Service (2%), and Paper (2.75%), offering varying levels of support from self-service to dedicated billing agents. Additional services include OHIP billing seminars.

Differentiator

Problem solved

Functional benefit

Products and services

• Agent+ Mobile Application A mobile application (iOS, with Android in development) enabling Ontario physicians to create, submit, and manage OHIP medical billing claims directly from their phone or tablet. Features include label scanning, real-time health card validation, specialty-customized code grids, rounds management, rejection handling, and integration with Ontario Ministry of Health systems.
• OHIP Billing Seminars Educational workshops (OHIP Learn to Bill) hosted by experienced physicians and billing experts covering billing basics, tips, and tricks for increasing billing income. Available for physician groups and can be hosted at various locations.

Quantifiable outcome

• Reduce claim processing time by 85%
• +3 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• MaplecoreStrategic or Co-development PartnerMaple is a Canadian virtual care leader. Motive Health collaborates with Maple to strengthen accessible, efficient, and high-quality care delivery. Agent+ is used by physicians on the Maple platform for seamless OHIP billing integration.
• Tia HealthcoreStrategic or Co-development PartnerTia Health is a Canadian virtual care leader. Motive Health collaborates with Tia Health to deliver integrated OHIP billing for their physician network, enabling accessible and efficient virtual care delivery.
• IdentoscoreTechnology or IntegrationIdentos provides 256-bit AES encryption technology powering Agent+'s security platform. This encryption ensures Protected Health Information (PHI) remains private and secure, compliant with PHIPA requirements.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dr. Bill: Dr. Bill is a Canadian mobile medical billing app serving physicians across multiple provinces, including a strong presence in BC and Ontario. Directly comparable to Motive Health on product (mobile-first physician billing), customer (Canadian physicians billing public payers), and business model (percentage-of-paid-claims fees).
• InputHealth: InputHealth is a Canadian EMR and patient engagement platform with built-in billing for provincial payers. Overlaps with Motive Health on physician workflow software, claims management, and Canadian health-IT customer base, and is a logical competitor if it chose to attack OHIP billing specifically.
• MDBilling.ca: MDBilling.ca is a Canadian physician billing service that submits claims to provincial health plans on behalf of physicians. Same customer (Canadian physicians) and same business model (percentage-based fees on paid claims), though typically delivered via web/agent rather than mobile-first.

Broad incumbents

• Think Research: Think Research is a Canadian public company (TSXV:THNK) providing clinical decision support, EMR add-ons, and workflow tools to hospitals and clinicians across Canada. A broad incumbent in the Canadian health-IT space with overlapping customers (Ontario hospital networks) and overlapping regulatory know-how.
• WELL Health Technologies: WELL Health is a large Canadian digital health company operating telehealth, EMR, and clinic assets. A broad incumbent with the capital and physician network to extend into OHIP-style billing workflows; competes indirectly through its EMR and virtual care businesses.
• TELUS Health: TELUS Health is a major Canadian digital health and EMR provider (acquired PS Suite, Med Access, and others) serving tens of thousands of Canadian physicians. A broad incumbent with a billing-adjacent EMR footprint and a national physician distribution channel.

Emerging players

• OntarioMD: OntarioMD is a Ministry of Health-funded organization that provides Ontario physicians with certified EMRs, billing tools, and digital health education. Partial overlap with Motive Health on OHIP billing assistance; poses an indirect competitive threat given its subsidized mandate.
• Oscar McMaster (OSCAR EMR): OSCAR is an open-source Canadian-origin EMR with billing modules used by many Ontario family physicians. Comparable customer base (Ontario physicians) and overlapping billing/claims functionality, though typically web-based rather than mobile-first.
• AwareMD: AwareMD is a Canadian health-IT company focused on specialist workflow, scheduling, and billing tools. Overlaps with Motive Health on the Ontario specialist segment and on physician-facing digital workflows.
• CognisantMD: CognisantMD is a Canadian digital health company offering the Ocean platform for patient engagement, eReferrals, and EMR-integrated workflows. Overlaps with Motive Health on physician-facing workflow software, patient forms/data capture, and integration with Canadian EMRs.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/motive-health

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Motive Health