HURT!

What HURT! does

HURT! is a mobile and web-based musculoskeletal (MSK) care access platform that connects injured individuals, orthopedic practices, health systems, and employers to orthopedic specialists through 24/7 human-led triage, structured care routing, and digital recovery programs. Founded in 2020 by orthopedic surgeon Dr. Brett Miller and technology architect Cem Oztas, the platform evolved from a single triage app into a modular suite including 24/7 Triage, HURT! Pass (priority scheduling), Athlete Tracking Center, Joint Score (arthritis assessment), SuperDash (analytics dashboard), and HURT! Digital Recovery (home-based rehab with motion-capture form feedback). The platform is accessible via iOS/Android apps and through white-label integrations embedded in partner practice websites (e.g., OIBorthoNOW). Headquartered in Wathena, KS, and operating nationally across the United States, HURT! reports metrics including under-2-minute average clinician response time, 70% of cases occurring after hours, 99.28% of users avoiding ER visits, and 15% new patient conversion for partner practices.

The business operates three go-to-market motions: a product-led growth funnel offering free patient access 24/7 without account registration; an enterprise field sales motion targeting orthopedic practices, health systems, and employers with quote-based subscriptions and structured onboarding; and a white-label/OEM model (e.g., OIBorthoNOW powered by HURT!) that embeds HURT! as the invisible infrastructure powering partner practices' branded digital front doors. Revenue is generated through practice/enterprise subscriptions (recurring), employer MSK access contracts (recurring), cash-pay Digital Recovery with Affirm installment options and FSA/HSA eligibility, and OEM licensing royalties. Approximately ten named orthopedic practice partners are publicly identified (OrthoNY, OIBortho, OrthoConnecticut, Bone and Joint Institute of NJ, Aptiva Health, AOA, Cohen Orthopedic, OAM, Anderson Clinic, ROC Orthopedics). The company is privately held as Hurt, LLC (organized in Missouri), with no disclosed external institutional investors, funding rounds, or acquisition activity.

Name

HURT!

Legal name

Hurt, LLC

Website

https://hurtapp.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

HURT! is a musculoskeletal care access platform that connects injured patients, orthopedic practices, and employers to orthopedic specialists via 24/7 human-led triage, white-label digital front doors, and cash-pay digital recovery with motion-capture form feedback.

Ownership category

akta.pro rank

Product category

Orthopedic Patient Access Platform

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Health Services (8000)

akta.pro primary industry

Orthopedics & Sports Medicine Telemedicine Platforms (HLALAGAO)

akta.pro secondary industry

Musculoskeletal (MSK) & Physical Therapy Virtual Care (HLALADAC)

Keywords

• Orthopedic triage platform
• Musculoskeletal care access
• Digital injury triage
• MSK patient navigation
• Remote orthopedic guidance

Headquarters

HQ city

Wathena

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, Operations, Infrastructure

Revenue model

1. Practice/Enterprise Subscriptions: Orthopedic practices and health systems pay for platform access that functions as their digital front door, capturing after-hours demand and routing patients into their scheduling workflow.
2. Employer/MSK Access Contracts: Employers pay for workforce MSK access, reducing unnecessary ER visits, workers compensation escalations, and providing structured injury guidance for employees.
3. Digital Recovery (Cash-Pay): HURT! Digital Recovery is offered on a cash-pay basis only (not billed to insurance), is FSA/HSA eligible, with Affirm payment installment options available.
4. White-Label/OEM Licensing: HURT! powers branded access platforms for orthopedic partners (e.g., OIBorthoNOW), licensing the technology infrastructure to be presented under the practice's own brand.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

HURT! operates a mobile and web-based musculoskeletal (MSK) access platform that provides 24/7 human-led orthopedic triage, connecting injured individuals to orthopedic specialists via chat, photo, and video within minutes for guidance and routing to ER, urgent care, or scheduled appointments. The platform also powers white-labeled digital front doors for orthopedic practices, employer workforce MSK access contracts, structured home-based digital recovery with motion capture, and analytics dashboards for practice performance management.

Product overview

HURT! is a unified musculoskeletal (MSK) access platform connecting patients to orthopedic expertise across triage, navigation, rehab, and analytics. The platform operates as a modular system centered on 24/7 human-led triage, augmented by specialty modules including HURT! Pass (priority scheduling for partners/employers), Athlete Tracking Center (athletic injury workflow), Joint Score (arthritis risk screening), SuperDash (analytics dashboard), and HURT! Digital Recovery (home-based rehab with motion capture). Solution tiers serve orthopedic practices (digital front door), employers (workforce MSK management), and direct patients (24/7 specialist access).

Differentiator

Problem solved

Functional benefit

Brands

• HURT! Digital Recovery (HDR): A structured home-based recovery program where licensed clinicians build personalized plans and patients complete exercises at home with motion capture technology providing real-time form feedback. Clinicians monitor progress remotely and retain full oversight.
• HURT! Pass
• SuperDash
• Joint Score
• Athlete Tracking Center

Products and services

• 24/7 Triage Human-led, clinically grounded 24/7 orthopedic triage service that connects injured individuals to orthopedic specialists within minutes for guidance and routes them to the appropriate level of care (ER, urgent care, or scheduled appointment).
• HURT! Pass Priority scheduling access offering for registered community partners or employer groups that accelerates entry into the right orthopedic pathway while reducing unnecessary escalation and delays.
• Athlete Tracking Center (ATC) Dedicated orthopedic pathway for athletic populations that supports timely access, monitoring, and continuity of care for athletes from first injury through return to play.
• Joint Score Structured arthritis assessment tool that estimates joint replacement candidacy and guides individuals toward informed next steps with HURT! partner clinics.
• SuperDash Centralized analytics and engagement dashboard providing real-time visibility into pathways, utilization, outcomes, and patient demand to support informed clinical decisions and data-backed marketing from a single system.
• HURT! Digital Recovery (HDR) Clinician-led structured home exercise program that uses device-camera motion capture technology to provide real-time form feedback, with licensed clinicians retaining full oversight, progression, and escalation responsibility while extending recovery beyond the clinic.

Quantifiable outcome

• 99.28% of people who used HURT! never needed an ER visit
• +7 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature7 records

Partnerships

Ten partnerships are on record, tiered flagship and core.

• OIBortho (Lighthouse Division of OrthoNJ)flagshipOEM/ Whitelabel/ Licensing PartnerOIBortho (Lighthouse Division of OrthoNJ) partnered with HURT! to create OIBorthoNOW, a white-labeled 24/7 orthopedic access platform. Launched December 19, 2025, the platform achieved 448 registrations and 304 cases in 146 days, with 68% registration-to-case rate and 50% case-to-appointment conversion. Over 54% of activity occurred during nights and weekends.
• OrthoNYcoreStrategic or Co-development PartnerOrthoNY is a partner orthopedic practice using HURT! to power 24/7 patient access and triage services.
• OrthoConnecticutcoreStrategic or Co-development PartnerOrthoConnecticut is a partner orthopedic practice using HURT! for patient access.
• Bone and Joint Institute of NJcoreStrategic or Co-development PartnerBone and Joint Institute of NJ is a partner practice using HURT! for 24/7 patient access.
• Aptiva Health OrthopedicscoreStrategic or Co-development PartnerAptiva Health Orthopedics partners with HURT! for patient access services.
• American Orthopedic Association (AOA)coreStrategic or Co-development PartnerAmerican Orthopedic Association (AOA) is a partner organization using HURT! for patient access.
• Cohen OrthopediccoreStrategic or Co-development PartnerCohen Orthopedic is a partner practice using HURT! for patient access.
• Orthopedic Associates of Manalapan (OAM)coreStrategic or Co-development PartnerOrthopedic Associates of Manalapan (OAM) is a partner practice using HURT! for patient access.
• Anderson CliniccoreStrategic or Co-development PartnerAnderson Clinic is a partner orthopedic practice using HURT! for patient access.
• ROC OrthopedicscoreStrategic or Co-development PartnerROC Orthopedics is a partner practice using HURT! for patient access.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sword Health: Digital MSK and pelvic health provider combining virtual PT with hardware (Sword Bloom) for in-home rehab. Comparable to HURT! Digital Recovery and employer MSK access, with broader clinical scope and significant venture backing.
• Force Therapeutics: Digital MSK recovery and patient engagement platform used by orthopedic practices and health systems. Direct overlap with HURT!'s practice-facing digital recovery and orthopedic workflow positioning.
• Vori Health: Physician-led virtual MSK care combining orthopedic and physical therapy providers in a single platform. Closely comparable to HURT!'s orthopedic-specialist-led triage model and value-based MSK care delivery.
• SpineZone: Digital MSK platform focused on spine and joint care with employer and payer contracts. Comparable to HURT! in target buyer profile and orthopedic/specialty focus.
• Hinge Health: Largest U.S. digital MSK platform offering virtual PT, triage, and coaching for back, joint, and post-surgical conditions. Directly comparable to HURT! in employer and payer MSK contracts but with a much broader product stack and significantly greater funding.
• RecoveryOne: Digital MSK recovery platform delivering virtual PT and at-home exercise programs to health plans, employers, and provider groups. Closely comparable to HURT! Digital Recovery's clinical oversight and home-based rehab model.
• Kaia Health: App-based digital MSK and chronic pain platform offering AI-guided exercise therapy. Overlaps with HURT!'s mobile-first triage and self-directed rehab, particularly in employer and payer channels.
• DarioHealth: Digital chronic condition platform with a musculoskeletal solution (acquired via Upright Technologies) targeting employers and payers. Overlaps with HURT!'s employer MSK offering and digital recovery capabilities.

Emerging players

• Kiio: Digital MSK care platform serving health plans and employers with on-demand exercise therapy. Overlaps with HURT! Digital Recovery and employer MSK access, with a narrower product surface.
• Limber Health: Digital MSK platform offering hybrid in-person and virtual PT for employers and provider groups. Comparable to HURT! in orthopedic-specialty focus and employer channel but at an earlier scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hurtapp
• LinkedInlinkedin.com/company/hurt-app

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 HURT!