Imark Billing

What Imark Billing does

Imark Billing is a U.S. outsourced revenue cycle management company specializing exclusively in home health and hospice billing, founded in 2003 by Lynn Labarta in Miami, Florida, and operating today as a subsidiary of SimiTree following its January 2022 acquisition. The company serves over 450 home health and hospice agencies nationwide with a team of more than 150 billing specialists, processing over 400 million cumulative claims and billing over $800 million in claims across Medicare, Medicaid, HMOs, VA, Workers Comp, and commercial payers. Its core technology is a proprietary billing platform integrated with its own clearinghouse for electronic claim submission, supporting eligibility verification, claims scrubbing, daily billing, NOE/NOTR processing, and Medicare revenue recovery.

The business operates on a contingency-based pricing model: Imark charges only when it successfully collects for the client, with no setup fees, no monthly fees, and no long-term contracts, invoicing monthly against the prior month's collections. Revenue is generated from two streams - core billing services and optional coding services. The go-to-market is sales-led and consultative, combining direct phone/email outreach, content marketing and webinars, and association-led credibility (CHAP, NAHC, ACHC, OCHCH, TAHC, HCAF, CAHSAH). Customer segmentation is vertical, with primary segments of home health and hospice agencies, secondary segments of non-skilled/personal care agencies and newly certified startups served via the SmartStart coaching program. After the 2022 SimiTree acquisition, founder Lynn Labarta transitioned into a leadership role at the parent while Imark continues operating under its own brand and Miami headquarters.

Name

Imark Billing

Legal name

Imark Billing

Website

https://imarkbilling.com

Company type

Private

Founded year

2003

Operating status

Acquired

Headcount range

251–500 employees

Short description

Imark Billing is a U.S. outsourced revenue cycle management firm specializing in home health and hospice billing, serving 450+ agencies nationwide via a contingency-based pricing model, proprietary clearinghouse, and 150+ billing specialists, operating as a subsidiary of SimiTree since January 2022.

Ownership category

akta.pro rank

Product category

Healthcare Revenue Cycle Management

NAICS

Ambulatory Health Care Services (621), Other Ambulatory Health Care Services (6219)

SIC

Services-Home Health Care Services (8082), Services-Consumer Credit Reporting, Collection Agencies (7320)

akta.pro primary industry

RCM Outsourcing & Managed Billing Services (HLACACAN)

akta.pro secondary industries

Claims Management, Scrubbing & Clearinghouse (HLACACAB), Healthcare Billing & Patient Payments Presentment (FSAMAJAH)

Keywords

• Home health billing
• Hospice billing
• Revenue cycle management
• Medical billing services
• Claims processing

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Billing Services - Contingency-Based: Imark charges on a contingency basis - they do not charge unless they collect for the client. Monthly invoicing for previous month's collections only. No setup fees. If client receives takeback or overpayment, that amount is deducted from Imark's invoice.
2. Coding Services: Optional coding services for home health and hospice agencies, billed separately with competitive pricing

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Imark Billing provides outsourced billing, coding, and end-to-end revenue cycle management services for U.S. home health and hospice agencies. Services are delivered through a proprietary billing platform with an integrated in-house clearinghouse for electronic claims submission, covering eligibility verification, claims scrubbing, payment posting, accounts-receivable follow-up, payer setup/EDI applications, and Medicare revenue recovery across Medicare, Medicaid, HMOs, VA, Workers Comp, and commercial payers.

Product overview

Imark Billing is a billing and revenue cycle management services company for home health and hospice agencies. The company operates as a single integrated service offering with its own clearinghouse for electronic claims submission, eliminating the need for agencies to purchase separate billing software. Core offerings include complete billing services for home health and hospice agencies, Medicare revenue recovery, and specialized SmartStart programs for startup agencies. Additional services encompass coding, daily forecasting and monthly reporting, payer setup and software billing support, EDI applications, Medicare eligibility checks, and accounts receivable collections. The company was founded in 2003 by Lynn Labarta and was acquired by SimiTree in January 2022. The company serves over 450 home health and hospice agencies nationwide with a team of over 150 employees.

Differentiator

Problem solved

Functional benefit

Brands

• SmartStart: Specialty program for startup home health and hospice agencies to help them avoid revenue loss through tools and workflows for easier eligibility, more precise auditing, and simpler insurance guidelines.

Products and services

• Complete Billing Services for Home Health and Hospice Comprehensive outsourced billing services for home health and hospice agencies covering claims submission, payment posting, and accounts receivable management across Medicare, Medicaid, HMOs, and commercial insurance payers.
• Medicare Revenue Recovery Service focused on recovering previously lost or unpaid revenue for home health and hospice agencies by reviewing unpaid claims, correcting rejected claims, and fixing incorrectly paid claims.
• SmartStart Program for Startup Hospice Agencies Specialty program for startup hospice agencies offering one-on-one coaching, staff training, billing rules setup, and eligibility tools to help avoid revenue loss from the start.
• SmartStart Program for Startup Home Health Agencies Specialty program for startup home health agencies providing coaching, staff training, billing rules setup, and workflows to make eligibility easier and auditing more precise.
• Non-Skilled Agency Billing Billing services tailored for non-skilled and personal care agencies, including direct portal billing, payer setup, and claims follow-up for Medicare, Medicaid Waivers, HMOs, VA, Workers Comp, and Commercial Insurance.
• Home Health Software Integration Support Claims processing support for agencies using home health software, with Imark handling billing while agencies manage clinical documentation; also offers proprietary tools for agencies without software.
• Hospice Software Integration Support Claims processing support for agencies using hospice software, with Imark handling billing while agencies manage clinical documentation; also offers proprietary tools for agencies without software.
• Coding Services Medical coding services for home health and hospice agencies to ensure accurate billing and compliance with insurance requirements, billed separately with competitive pricing.

Quantifiable outcome

• Revenue increase of 15-20% or more
• +5 more outcomes

Named customers10 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

Feature6 records

Partnerships

One partnership is on record.

• SimiTreeflagshipStrategic or Co-development PartnerSimiTree, a premier provider of solutions for compliance, growth, and profitability in the post-acute industry, acquired Imark Billing in January 2022. The acquisition positions SimiTree to rapidly deploy outsourced billing, coding and other revenue cycle services. Imark founder Lynn Labarta moved into a leadership role at SimiTree. The synergy enables delivery of clinical, financial, and operational consulting expertise to Imark clients.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Corridor (Home Health and Hospice RCM): Corridor provides billing, coding, and revenue cycle management outsourced services to home health and hospice agencies, alongside compliance and consulting services—essentially the same model as Imark Billing (which it competes with) and now bundles consulting similar to SimiTree.
• BlackTree Healthcare Consulting: BlackTree Healthcare Consulting provides outsourced revenue cycle management, billing, and consulting services specifically for home health and hospice agencies—a direct competitor to Imark with comparable contingency-style offerings and similar payer breadth.
• Healthcare First (Home Health and Hospice Billing): Healthcare First offers outsourced billing, coding, and revenue cycle management services explicitly for home health and hospice agencies, paralleling Imark's core offering with similar contingency and per-claim pricing models and similar multi-payer expertise. Both are direct competitors in the home health/hospice RCM niche.
• TherapySync / Axxess RCM Services: Axxess provides software and outsourced billing/RCM services tailored to home health, hospice, and home care agencies—directly contesting Imark's market with a tech-forward platform that agencies can either self-run via Axxess software or fully outsource to Axxess RCM.

Broad incumbents

• Optum (Post-Acute/HealthCare Services): Optum is a large diversified healthcare services subsidiary of UnitedHealth Group providing RCM, claims processing, and clearinghouse services across all settings including post-acute. While operating well beyond home health/hospice, Optum is a broad incumbent that competes for outsourced billing dollars across the entire provider ecosystem.
• SimiTree Healthcare Consulting: SimiTree is the parent company of Imark Billing (acquired January 2022) and a premier provider of consulting, compliance, and revenue cycle services for the post-acute industry—including home health, hospice, and behavioral health. As Imark's owner, SimiTree is the most directly analogous platform and provides the surrounding clinical and operational consulting context in which Imark's RCM offering is now bundled.
• Ability (formerly BMA/AHT) Billing Services: Ability Network (an Inovaliz/HPE-legacy healthcare clearinghouse/RCM provider) offers outsourced revenue cycle, coding, and clearinghouse services at meaningful scale to post-acute and provider markets. While broader than Imark's home health/hospice focus, it competes head-on for the same outsourced billing opportunity and has far larger infrastructure.
• Kaiser Permanente / WellSky Outsourced RCM: WellSky offers post-acute care technology including revenue cycle management and outsourced billing services targeting home health, hospice, and other post-acute providers. As a large, well-capitalized incumbent, it competes with Imark for outsourced RCM engagements at a more enterprise-oriented tier.
• Homecare Homebase (HCHB) Billing Services: Homecare Homebase is the dominant EHR for home health and hospice agencies and operates adjacent billing, coding, and revenue cycle services that integrate with its EHR—an alternative to outsourcing to Imark. Competes for the same billing/AR workflow that Imark performs externally.

Others

• DataFile (now Office Ally / Claim.MD) Clearinghouse: Claim.MD (formerly DataFile) is an independent healthcare clearinghouse competing in the same clearinghouse/claims-submission space as Imark's proprietary clearinghouse. It is an enabling/adjacent competitor that agencies can pair with non-Imark RCM services instead of Imark's bundled offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/in/Lynnlabarta
• Xx.com/BillingImark

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Imark Billing