Freshpaint
Freshpaint provides a privacy-focused marketing data platform built specifically for healthcare organizations.
Profile
Freshpaint offers a privacy-compliant customer data platform that helps healthcare organizations collect, de-identify, and activate first-party marketing data without exposing protected health information to third-party ad and analytics tools.
Freshpaint provides a privacy-focused marketing data platform built specifically for healthcare organizations. Founded in 2019 by Steven Fitzsimmons and headquartered in the United States, the company enables hospitals, health systems, and other healthcare entities to collect, unify, and activate first-party customer data for marketing and analytics while maintaining compliance with HIPAA and other healthcare privacy regulations. The platform acts as a customer data infrastructure layer that sits between a healthcare organization's website and its marketing tools (such as Google Ads, Meta, and analytics platforms), automatically de-identifying protected health information before it reaches third-party services.
As of mid-2024, Freshpaint reported serving over 250 healthcare organizations, including Baptist Health, Hackensack Meridian Health, CU Medicine, and Carle Foundation Hospital. The company raised a $30 million Series B in July 2024 led by Threshold, with participation from SignalFire, Intel Capital, Zero Prime, and Y Combinator, bringing total disclosed funding to $42 million. CEO Fitzsimmons stated the company was one of the fastest-growing software companies in 2023 and was capital-efficient prior to the round.
Freshpaint's growth is driven by increasing regulatory pressure on healthcare marketing—particularly around HIPAA enforcement and state-level privacy laws—and the broader shift away from third-party cookies. The company is now expanding beyond hospitals into health insurance, pharmacy, and retail healthcare verticals. No revenue, headcount, or valuation figures have been publicly disclosed.
Products by Freshpaint
Who buys this
- Hospitals and health systems
- Physician groups and medical practices
- Health insurance providers
- Pharmacy and retail healthcare companies
- Fertility and specialty care clinics
Publicly disclosed clients
- Baptist Health
- Hackensack Meridian Health
- CU Medicine
- Carle Foundation Hospital
- Beacon Health System
- American Family Care
- Spring Fertility
Strengths and what to watch
Strengths
- Deeply verticalized for healthcare: the platform is built to handle HIPAA compliance natively, which is a barrier for general-purpose CDPs and analytics tools.
- Strong customer roster of 250+ healthcare organizations, including large hospital networks, indicating product-market fit in a regulated industry.
- Capital-efficient growth trajectory: CEO stated the company was one of the fastest-growing software companies in 2023 and raised a $30M Series B after achieving significant scale without prior large funding.
Watch for
- No revenue, headcount, or valuation disclosed publicly, making it difficult to assess unit economics or compare growth rates to peers.
- Customer concentration risk: the company serves 250+ organizations, but it is unclear how many are large enterprise contracts versus smaller practices, and whether churn is material.
- Regulatory dependency: Freshpaint's value proposition is tied to evolving healthcare privacy rules (HIPAA, state laws); a relaxation of enforcement or a shift in marketing technology standards could reduce demand.
Key Information
- Industry
- Data Integration
- Founded
- 2019
Frequently Asked Questions
What is Freshpaint and what does it do?
Freshpaint is a privacy-compliant customer data platform for healthcare organizations. It helps collect, de-identify, and activate first-party marketing data without exposing protected health information to third-party ad and analytics tools, ensuring HIPAA compliance.
How does Freshpaint ensure HIPAA compliance for healthcare marketing?
Freshpaint sits between a healthcare organization's website and its marketing tools, automatically de-identifying protected health information before it reaches third-party services like Google Ads and Meta. This native HIPAA compliance is a key barrier for general-purpose platforms.
Who are Freshpaint's typical customers and notable clients?
Freshpaint serves hospitals, health systems, physician groups, health insurers, and pharmacy companies. Notable clients include Baptist Health, Hackensack Meridian Health, CU Medicine, Carle Foundation Hospital, Beacon Health System, American Family Care, and Spring Fertility.
How much funding has Freshpaint raised and who are the investors?
Freshpaint raised a $30 million Series B in July 2024 led by Threshold, with participation from SignalFire, Intel Capital, Zero Prime, and Y Combinator. Total disclosed funding is $42 million. The company was capital-efficient prior to this round.
What is driving Freshpaint's growth in the healthcare market?
Freshpaint's growth is driven by increasing regulatory pressure on healthcare marketing, particularly around HIPAA enforcement and state-level privacy laws, as well as the broader shift away from third-party cookies. The company was one of the fastest-growing software companies in 2023.
Is Freshpaint expanding beyond hospitals into other healthcare verticals?
Yes, Freshpaint is expanding beyond hospitals into health insurance, pharmacy, and retail healthcare verticals. This expansion is supported by its Series B funding and growing customer base of over 250 healthcare organizations.
Sources
- www.freshpaint.io — $30M Series B funding, total funding $42M, led by Threshold, customer count 250+, expansion beyond hospitals, CEO statement on growth
- www.freshpaint.io — Company description, customer count 250+, list of named clients (Baptist Health, Hackensack Meridian Health, CU Medicine, Carle Foundation Hospital, etc.)
- www.freshpaint.io — Homepage hero messaging, customer logos (Baptist Health, American Family Care, CU Medicine, Physical Rehabilitation Network, Hackensack Meridian Health, Spring Fertility, Physician's Mutual, Carle Foundation Hospital, Beacon Health System)
- www.statnews.com — STAT News coverage of the Series B round, mentioned in Freshpaint's own blog post