Serefin

What Serefin does

Serefin is a Toronto-based private Canadian company that provides relationship-based healthcare navigation and care coordination services, primarily through licensed nurses and care coordinators operating across phone, video, chat, messaging, and a mobile app available on iOS and Android. Its core platform connects patients to the right care and community supports via products including Care Coordination, MyCareSteps (a virtual nurse care coordination program launched April 2026 with Brightshores Health System and the Grey-Bruce Ontario Health Team serving 175,000 residents in Grey and Bruce Counties), Mental Wellbeing, Employee Wellness, Chronic Disease Management, Corporate EAP, Travel Health, and a subscription-based Care Concierge offering. The company operates three wholly-owned divisions: Serefin Health (care coordination), Serefin Experiences (AI + Human customer experience outsourcing with Agent Assist NLP technology), and Serefin MEA (Middle East and Africa healthcare services). It maintains ISO 27001 certification and PHIPA/PIPEDA compliance, with technology built on Salesforce Health Cloud, AWS, Microsoft Azure, and Five9.

Serefin's go-to-market combines enterprise field sales targeting government agencies, Ontario Health Teams, insurance carriers, and large employers (with named clients including Public Health Agency of Canada, MCCSS, AccessOAP, Cenovus, Dynacare, Brightshores Health System, McMaster University, and Autism Ontario) alongside a product-led consumer channel via mobile app subscription codes and a freemium Public Access Program. Revenue streams include recurring subscription fees for Care Concierge, B2B managed services contracts for care coordination, and freemium-to-paid conversion through the Public Access Program. Headcount stands at 400+ staff and care coordinators handling 30,000+ calls per month and serving 60,000+ families. The company is led by Group CEO Omar Ahmad (in role since 2022), President of Serefin Health Skip Schwartz, Chief AI Officer Paul Methot, Chief Privacy Officer Andrew Clarfield, and President of Serefin Experiences Walter Wakulowsky.

Name

Serefin

Legal name

Serefin Inc.

Website

https://serefin.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

Serefin is a Toronto-based private Canadian company that delivers relationship-based healthcare navigation and care coordination via licensed nurses, serving government agencies, insurance carriers, employers, and consumers across Canada, with a separate AI-enabled customer experience outsourcing division and MEA operations.

Ownership category

akta.pro rank

Product category

Healthcare Care Coordination Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Social Assistance (624), Health Care and Social Assistance (62)

SIC

Services-Health Services (8000), Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Care Management & Care Coordination (Home & Community-Based) (HLAFAEAL)

akta.pro secondary industries

Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG), Caregiver Support, Coaching & Training (HLADALAG), Virtual Care Team Collaboration & Provider-to-Provider Teleconsult Platforms (eConsults) (HLALABAI)

Keywords

• Care coordination services
• Healthcare navigation
• Patient care management
• Employee wellness programs
• Customer experience outsourcing

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription Care Coordination Services: Recurring subscription fees for access to care coordination services, delivered through mobile app, web platform, and phone support. Includes Care Concierge subscription programs and employer/insurance-sponsored wellness benefits.
2. B2B Enterprise Contracts: Contracts with government agencies, insurance companies, and large employers for care coordination services provided to their members, employees, or citizens. Includes white-label and embedded partnership arrangements.
3. Public Access Program: Free access program allowing organizations to invite clients to sign up for care coordination services, building business cases for expanded paid services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Serefin provides relationship-based healthcare care coordination services delivered by licensed nurses and care coordinators through mobile apps, web platforms, phone, video, and chat. Its offerings span care coordination, mental wellbeing, chronic disease management, employee wellness, corporate EAP, travel health, and a Care Concierge subscription program, plus an AI-enabled customer experience outsourcing division (Serefin Experiences) serving enterprise, government, insurance, employer, and consumer clients.

Product overview

Serefin operates as a multi-product healthcare navigation and care coordination company with a platform-plus-modules architecture. The core platform is the Care Coordination service, which is augmented by specialized modules including MyCareSteps (digital health platform), Mental Wellbeing, Employee Wellness, Chronic Disease Management, Travel Health, Corporate EAP, and the Care Concierge/ALC subscription program. The company also operates a Physical Clinic and a separate Serefin Experiences division focused on AI-powered customer experience outsourcing with Agent Assist technology. The portfolio is tied together through relationship-based nursing care coordinators who provide navigation support across all healthcare services.

Differentiator

Problem solved

Functional benefit

Brands

• Care Concierge: Subscription-based service providing direct access to nursing team's professional and reassuring care through app-based consultations
• MyCareSteps

Products and services

• Care Coordination Serefin's primary care coordination service connects people to the right care and community supports through relationship-based conversations. Care coordinators streamline care, answer questions, and guide patients with clarity and confidence across their health and social service journeys.
• MyCareSteps A digital health platform providing virtual nurse care coordination support, helping patients understand care plans, self-manage conditions, and navigate health and community services. Currently deployed as a proof-of-concept program in Grey and Bruce Counties, Ontario.
• Mental Wellbeing Mental health and wellbeing platform delivering personalized care and timely assistance to ensure clients receive support when and how they need it, aimed at improving outcomes anytime, anywhere.
• Employee Wellness Program Integrated physical and mental health support extending beyond traditional benefits, ensuring continuity, coordination, and compassion for employees of corporate clients.
• Chronic Disease Management Coordination Care coordination services focused on helping patients manage chronic diseases, supporting ongoing care and navigation of treatment pathways.
• Travel Health / Care Concierge for Travel Healthcare coordination and support services for travelers, providing access to care navigation abroad and health-related assistance during travel.
• Corporate EAP Employee Assistance Program providing comprehensive workplace wellness support including mental health resources and care coordination for corporate clients.
• Care Concierge / ALC Program Subscription-based service providing direct access to professional nursing advice through a mobile app, offering consultations via phone or video call with care coordinators.
• Public Access Program Free access program allowing clients to sign up for trusted care coordinators who answer questions, support decision-making, and guide personal health journeys; used by organizations to build business cases for expanded paid services.
• Serefin Health Clinic Physical clinic location providing in-person healthcare services, part of Serefin's integrated approach to care delivery.
• Serefin Experiences AI + Human Customer Experience Outsourcing division offering bespoke contact center partnerships with services including Customer Support, AI Chatbots, Help Desk, CSAT/NPS scoring, and Sales Support, powered by Agent Assist technology.

Quantifiable outcome

• 60,000+ families served through care coordination services
• +3 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Brightshores Health SystemcoreStrategic or Co-development Partner · 1 April 2026Strategic partnership for MyCareSteps care coordination program serving 175,000 residents across Grey and Bruce Counties, Ontario. Brightshores Health System serves as the healthcare system partner providing clinical integration and program delivery support.
• Grey-Bruce Ontario Health TeamcoreStrategic or Co-development Partner · 1 April 2026Partnership with the Grey-Bruce Ontario Health Team for the MyCareSteps proof-of-concept program. The OHT serves as the organizing body for coordinated care delivery across the region, supporting system integration and patient referrals.
• Healthcare Excellence CanadaminorStrategic or Co-development PartnerHealthcare Excellence Canada is supporting the evaluation of the MyCareSteps program, providing third-party validation of outcomes and program effectiveness to inform expansion decisions.
• Salesforce Health CloudcoreTechnology or IntegrationTechnology partnership using Salesforce Health Cloud as the healthcare cloud platform for patient relationship management and care coordination workflows.
• AWS (Amazon Web Services)coreTechnology or IntegrationCloud infrastructure partnership utilizing AWS for hosting, storage, and scalable cloud services supporting the Serefin platform.
• Microsoft AzurecoreTechnology or IntegrationCloud infrastructure partnership providing additional cloud platform capabilities for platform deployment and data management.
• Five9coreTechnology or IntegrationContact center technology partnership providing cloud-based contact center infrastructure for care coordination call handling and customer service operations.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dialogue Health Technologies: Dialogue is a Canadian virtual care and employee wellness platform serving employers across Canada — a direct domestic peer competing for the same enterprise employer wellness customers.
• League: League is a Canadian-founded digital health platform powering care navigation, benefits, and member experiences for payers, providers, and employers — competing in the same platform-plus-services category as Serefin Health.
• Transcarent: Transcarent provides a consumer-facing care navigation and benefits experience platform for self-insured employers — comparable to Serefin's employer wellness and insurance-embedded offering with overlapping target buyers.
• Maple: Maple is a Canadian virtual care platform connecting patients to licensed physicians and nurse practitioners via app — a domestic peer competing in the same Canadian virtual care and consumer subscription space as Serefin's Care Concierge.
• Accolade: Accolade is a US-based care navigation and benefits platform serving employers and health plans with personalized advocacy and clinical support — the closest direct comparable to Serefin's employer/insurance care coordination business model.
• Included Health: Included Health (formerly Doctor On Demand + Grand Rounds) provides virtual care, behavioral health, and care navigation for employers and health plans — a direct competitor in care navigation with similar human-plus-tech delivery.

Emerging players

• Virta Health: Virta Health provides technology-enabled chronic disease reversal programs with clinical care teams — comparable to Serefin's Chronic Disease Management Coordination offering with similar human-plus-tech care model.
• Wellbe (Wysa / Ginger / Headspace Care): Headspace Care (formerly Ginger) provides on-demand mental health coaching, therapy, and psychiatry — overlapping with Serefin's Mental Wellbeing and Corporate EAP offerings in employer benefits channels.
• TouchpointCare: TouchpointCare is a smaller care coordination and navigation services provider offering similar nurse-led care coordination to payers and providers — an emerging peer operating in Serefin's specific care coordination niche.

Broad incumbents

• Teladoc Health: Teladoc is the largest pure-play virtual care company globally, offering telehealth, chronic condition management, and care navigation — a broad incumbent that overlaps with Serefin's virtual care coordination and chronic disease management offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/serefin-com
• Instagraminstagram.com/SerefinHealth

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 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 Serefin