EXCITE INTERNATIONAL LTD

What EXCITE INTERNATIONAL LTD does

EXCITE International Ltd is a Canadian not-for-profit, incorporated in March 2016 and headquartered in Toronto, that operates a global collaboration platform designed to accelerate the adoption of innovative medical technologies. The organization runs a pre-market harmonized evaluation pathway that brings together regulators, payers, health systems, clinical experts, and patients to provide coordinated feedback to medical device innovators before they commit to costly clinical trials. EXCITE's core offering is a three-stage service pathway: (1) the Early Technology Review (ETR), a confidential ~16-week advisory process that delivers payer, health system, expert, and patient feedback at proof-of-concept stage; (2) Protocol Development, which designs clinical trial protocols incorporating multi-stakeholder evidentiary requirements; and (3) Clinical Trial Development and Execution, which operationalizes protocols through partner networks including the Baim Institute (7,000+ U.S. sites), Radboud UMC, Nordic Proof, and NHS/ABHI-linked UK infrastructure. Technology is methodological rather than productized: EXCITE does not develop proprietary software products but rather a process platform codified through guidance documents, framework IP, and a 200+ person expert panel.

The commercial model is professional-services based, with fees custom-quoted per project scope across the ETR, protocol development, and clinical trial oversight workstreams. Customers are medical technology innovators ranging from multinational enterprises to SMEs and startups; EXCITE has engaged with over 100 such companies cumulatively, including named engagements with Izotropic Corporation, SoftOx Solutions, and Mode Sensors. The buyer ecosystem extends beyond innovators to a structured committee architecture (Executive Board, Payers' Advisory Committee spanning 5+ countries, International Scientific Collaboration, Industry Advisory Committee, Advisory Council) that gives EXCITE direct institutional access to the largest U.S. payers (BCBS, Aetna/CVS, Kaiser Permanente, CMS) and regulators including FDA CDRH, where EXCITE holds membership in the Early Payor Feedback Program since November 2022. Go-to-market is consultative and relationship-driven, leveraging partnerships with industry associations (AdvaMed, MDMA, MedTech Canada, MDIC), international partner hubs in Norway (Norway HealthTech) and the Netherlands (Radboud UMC), and recurring summits (2016 Toronto, 2019 Washington DC, 2021, 2023 Technology & Standards Forum). The 1-10 employee footprint indicates a lean operating model consistent with a coordinating not-for-profit rather than a scaled advisory firm.

Name

EXCITE INTERNATIONAL LTD

Legal name

EXCITE International

Website

https://exciteinternational.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

EXCITE International Ltd is a Canadian not-for-profit that operates a global pre-market evaluation platform for innovative medical technologies, coordinating payer, regulator, health system, and clinical expert input through Early Technology Reviews, multi-stakeholder protocol development, and clinical trial execution services for medical device innovators.

Ownership category

akta.pro rank

Product category

Health Technology Assessment & Advisory Services

NAICS

Scientific Research and Development Services (5417), Other Scientific and Technical Consulting Services (54169), Management Consulting Services (54161)

SIC

Services-Commercial Physical & Biological Research (8731), Services-Management Consulting Services (8742)

akta.pro primary industry

Market Access, Pricing & Reimbursement (Evidence Generation) FSP (HLAGAOAN)

akta.pro secondary industries

Clinical Operations & Monitoring FSP (CRA/CTM/Start-up) (HLAGAOAA), Regulatory Submissions & Clinical Content Management (eCTD/Publishing) (HLACAOAN)

Keywords

• Health technology evaluation
• Pre-market advisory services
• Clinical trial protocol design
• Medical device assessment
• Multi-stakeholder health review

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Early Technology Review Services: EXCITE International offers confidential Early Technology Reviews to medical technology companies. Companies submit applications and work directly with EXCITE's expert panels. Pricing varies based on complexity and scope of the review.
2. Protocol Development Services: EXCITE matches approved companies with Global Methodology Resource Centers (GMRCs) to develop custom clinical trial protocols. Costs vary depending on technology complexity, scope of services, and number of sites/partners involved.
3. Clinical Trial Oversight: EXCITE International provides oversight of clinical trials through designated Clinical Research Organizations and health system clinical trial networks. Revenue is variable based on project scope.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

EXCITE International delivers pre-market evaluation and advisory services for innovative medical technologies through three integrated offerings: a confidential Early Technology Review (ETR) (~16 weeks) that gathers payer, health system, clinical expert, and patient feedback; customized multi-stakeholder Protocol Development for clinical trials; and Clinical Trial Development and Execution via Global Methodology Resource Centers and clinical trial networks. The services are sold primarily to medical device multinational enterprises and SMEs seeking accelerated adoption with reduced payer rejection risk.

Product overview

EXCITE International is a not-for-profit global collaboration offering a pre-market harmonized approach to health technology evaluation and adoption. The core offerings include the Early Technology Review (ETR), Protocol Development, and Clinical Trial Development and Execution services. These services work together as an integrated pathway: ETR provides early-stage technology assessment and stakeholder feedback; Protocol Development creates customized clinical trial protocols incorporating multi-stakeholder input; and Clinical Trial Execution implements the protocols through EXCITE's international network of methodology centers and clinical trial sites. This unified approach is designed to expedite the pathway from innovation to regulatory approval and payer adoption for medical technologies.

Differentiator

Problem solved

Functional benefit

Products and services

• Early Technology Review (ETR) A confidential review process providing medical technology companies with feedback from payers, health systems, expert end-users, and patients on their technology at the proof-of-concept stage. The ETR typically takes 16 weeks to complete and provides insights into evidentiary needs, ecosystem expectations, and downstream cost considerations.
• Multi-Stakeholder Protocol Development Customized clinical trial protocol design incorporating input from international payers, health systems, the scientific community, usability experts, safety and quality assurance experts, key opinion leaders, regulators, and patients. The protocols harmonize regulatory and coverage determinations through a single process.
• Clinical Trial Development and Execution Execution of clinical trial protocols through designated Clinical Research Organizations and health system clinical trial networks, leveraging world-class methodological centers and EXCITE International's network of international partners across member countries.

Quantifiable outcome

• Faster technology adoption timelines through pre-market harmonized approach
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• FDA Center for Devices and Radiological Health (CDRH)coreStrategic or Co-development Partner · 23 November 2022EXCITE International became member of FDA's Early Payor Feedback Program (EPFP) in November 2022. The voluntary program allows medical device sponsors to obtain payor input on clinical trial design. EXCITE is now additional resource for companies making CDRH applications who wish to undertake ETR in preparation for clinical trials.
• Izotropic CorporationcoreStrategic or Co-development Partner · 6 April 2021EXCITE International and Izotropic Corporation announced partnership in April 2021. Izotropic engages with EXCITE's global network to align device, clinical trial design, and regulatory strategy with potential payor groups, methodologists, and expert end-users. The aim is to integrate inputs from various groups to increase potential breadth and speed of adoption upon regulatory approval.
• InsperantominorStrategic or Co-development Partner · 22 August 2019Insperanto collaborates with EXCITE International to help tech companies engage with expert panels of decision makers to understand evidentiary needs before spending on development and IP.
• Baim Institute of Clinical ResearchcoreImplementation/ SI/ Consulting Partner · 1 June 2018EXCITE expanded collaboration with Baim Institute in 2018. The Harvard-associated institute conducts clinical trials following completion of EXCITE Early Technology Reviews. Baim Institute serves as default clinical trials center for U.S. EXCITE provides clinical trial execution through this partnership.
• MaRS EXCITEcoreStrategic or Co-development Partner · 1 June 2018EXCITE International strengthening partnership with MaRS EXCITE in Canada through MOU. The original MaRS EXCITE program was initiated by Dr. Leslie Levin in 2011 at MaRS Development District in Toronto.
• Norway HealthTechcoreStrategic or Co-development Partner · 1 March 2018MOU concluded in March 2018 between Norway HealthTech and EXCITE International, expected to evolve into EXCITE Norway and expand to include other Nordic Countries. Norway HealthTech profiles opportunities to Norwegian companies to access the U.S. market through EXCITE programs. SoftOx and Mode Sensors have completed Early Technology Reviews through this partnership.
• Radboud University Medical CentercoreStrategic or Co-development Partner · 1 March 2018MOU concluded in March 2018 between Radboud University Medical Center in Nijmegen and EXCITE International. Provides health economic analysis as part of services offered to client companies. The relationship evolved into broader Netherlands partnership involving Hii Netherlands, MedValue, and REshape Center for patient engagement.
• Nordic Proof Clinical Trials NetworkminorImplementation/ SI/ Consulting Partner · 1 January 2018Nordic Proof clinical trials network was added as an EXCITE International partner through Norway HealthTech. Provides clinical trial network capabilities for Nordic region studies.
• Blue Cross Blue Shield AssociationcoreStrategic or Co-development Partner · 1 January 2015Representatives from Blue Cross Blue Shield Association participate on the Payers' Advisory Committee. Dr. Naomi Aronson, Executive Director of Clinical Evaluation, Innovation, and Policy at BCBSA, is a founding member and past chair of PAC.
• Aetna/CVScoreStrategic or Co-development Partner · 1 January 2015Representatives from Aetna/CVS participate on the Payers' Advisory Committee. Dr. Robert McDonough, Senior Director for Clinical Policy Research and Development, serves as PAC Chair.
• Kaiser PermanentecoreStrategic or Co-development Partner · 1 January 2015Representatives from Kaiser Permanente participate on the Payers' Advisory Committee. Dr. Jo Carol Hiatt, former Chair of Inter-Regional New Technology Committee, succeeded Naomi Aronson as PAC Chair.
• Centers for Medicare & Medicaid Services (CMS)coreStrategic or Co-development Partner · 1 January 2015Representatives from CMS participate on the Payers' Advisory Committee. Lori Ashby, Senior Advisor in Coverage and Analysis Group, leads development of Transitional Coverage for Emerging Technologies (TCET) pathway.
• Medical Devices Innovation Consortium (MDIC)minorStrategic or Co-development Partner · 1 January 2015EXCITE has close working relationship with MDIC, focused on patient engagement discussions with Yale Medical School CORE program and Patient Centered Research Foundation to develop access to patient outcomes data for technology evaluation.
• AdvaMedminorGTM or Marketing Partner · 1 January 2015EXCITE maintains close association with AdvaMed for industry engagement and advocacy.
• Medical Device Manufacturers Association (MDMA)minorGTM or Marketing Partner · 1 January 2015EXCITE maintains close working relationship with MDMA for industry engagement and representing interests of medical device manufacturers.
• MedTech CanadaminorGTM or Marketing Partner · 1 January 2015EXCITE enjoys collaboration with MedTech Canada and an associate working on behalf of EXCITE to profile opportunities to Canadian industry.
• Ozmosis Research IncminorStrategic or Co-development Partner · 1 January 2015EXCITE enjoys collaboration with Ozmosis Research Inc for Canadian market engagement.
• NHS (National Health Service)minorStrategic or Co-development Partner · 1 January 2015EXCITE enjoys interaction with NHS through representation on Payers' Advisory Committee, Association of British HealthTech Industries on Advisory Council, and clinical trial experts from Oxford and Glasgow Universities.
• Association of British HealthTech IndustriesminorGTM or Marketing Partner · 1 January 2015ABHI has representation on the EXCITE Advisory Council, providing UK industry perspective and connections.
• ECRI InstituteminorStrategic or Co-development Partner · 1 January 2015EXCITE has partnership discussions with ECRI Institute for market development and technology assessment expertise.

Scale indicators9 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• NAMSA: NAMSA is the largest global medical-device-focused Contract Research Organization, offering regulatory, clinical trial, and quality services to MedTech sponsors. EXCITE overlaps with NAMSA at the clinical trial design and execution stage but precedes it with the multi-stakeholder evidence alignment, positioning EXCITE upstream in the development pathway.
• IQVIA: IQVIA is the largest global CRO with extensive real-world evidence, market access, and health economics consulting practices serving MedTech sponsors. The evidence-generation and stakeholder-coordination capabilities compete broadly with EXCITE, though IQVIA operates at vastly greater scale and through a for-profit commercial model.
• ICON plc: ICON is a global CRO that acquired PRA Health Sciences, offering clinical trial design, evidence generation, and commercial readiness services for MedTech and biopharma. ICON competes for clinical execution work that downstream follows EXCITE protocol design, putting it in adjacent competitive position.

Direct peers

• CADTH (Canadian Agency for Drugs and Technologies in Health): CADTH is Canada's health technology assessment agency that evaluates the clinical, economic, and patient evidence for new health technologies. EXCITE's pre-market, stakeholder-harmonized approach complements (and partially overlaps with) CADTH's post-market HTA role, making them functional peers in evidence evaluation for Canadian MedTech adoption.
• ECRI Institute: ECRI is an independent nonprofit that produces health technology assessments, clinical evidence evaluations, and patient safety guidance for hospitals and payers. Like EXCITE, ECRI serves as an evidence intermediary between developers and payers/health systems, making it a closely comparable HTA peer.
• NICE (National Institute for Health and Care Excellence): NICE is the UK's HTA body providing evidence-based guidance on health technologies for NHS adoption. EXCITE's payer advisory mechanism with NHS membership and UK clinical experts (Oxford, Glasgow) is functionally a pre-market parallel to NICE's appraisal process, making them direct peers in payer/HTA-aligned evidence generation.
• Medical Devices Innovation Consortium (MDIC): MDIC is a US-based nonprofit public-private partnership that convenes FDA, NIH, CMS, industry, and patient groups to advance regulatory science for medical devices. Like EXCITE, MDIC focuses on resolving evidence-generation gaps between regulators, payers, and patients across MedTech, making it the closest direct peer in mission and stakeholder model.

Emerging players

• Mtech Access: Mtech Access is a UK-based specialist market access consultancy focused on medical devices and diagnostics, supporting HTA submissions and payer negotiations. Its services overlap with EXCITE's payer-engagement focus but at a smaller scale and primarily within the UK/European market.

Others

• HTAi (Health Technology Assessment International): HTAi is the global professional society for health technology assessment practitioners and researchers, hosting the annual HTAi conference where EXCITE has presented. It is an ecosystem participant rather than a competitor, but its methodological standards and membership base interact meaningfully with EXCITE's evidence-alignment methodology.
• Baim Institute of Clinical Research: Baim is a Harvard-affiliated clinical research institute that operates as the default trial-execution partner for EXCITE's protocol designs, leveraging a 7,000-site worldwide network and 60 prior FDA submissions. As an implementation partner in EXCITE's pathway, Baim is adjacent and ecosystem-coupled rather than directly competitive.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/excite-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 EXCITE INTERNATIONAL LTD