IntelyCare Startup Story: Disrupting Healthcare Stuffing with Tech-Driven Marketplace – Key Lessons for Entrepreneurs

IntelyCare

A comprehensive healthcare talent platform, connecting nursing professionals with various job opportunities.

Headquarters: Quincy, Massachusetts, United States

Industry: Health Care and Social Assistance

Business Model

Platform, a Two-sided marketplace:

• Supply Side: Nursing Professionals (B2C) can find flexible job opportunities,
• Demand Side: Healthcare Facilities (B2B) get staffing solutions tailored to their needs.

The platform facilitates per diem, contract, full-time, and part-time roles.

It’s like: Uber but with Nurses

IntelyCare optimizes the logistics in the specific healthcare staffing niche, providing flexibility for demand and supply sides and using the tech (platform, mobile app, and data-driven matching) for optimizing efficiency. It also benefits from growth, scalability and network effects, improving overall market utility.

(Hey, that’s just an AI-generated photo, an absurd illustration of the concept 😀)

With some differences, though:

• Uber works for the general audience. IntelyCare has a clear healthcare facilities niche.
• Nursing involves strict credentialing, compliance, and regulations.
• Nurses require certifications and training, making the pool of workers more specialized.

Problems Solved: Healthcare Staffing Inefficiency

• The market for auxiliary medical personnel (nurses, caregivers) is a large market with a significant labor shortage.
• One of the reasons for the shortage is the increasing percentage of the population over 65 years old, who require professional care.
• Another reason is that more than 20% of nurses are going to leave their jobs within the next five years, as the average age of nurses is 52 years.
• The traditional model of job sites focused on finding permanent work is not well suited for these markets. Healthcare facilities face the constant hassle of planning working shifts, and the time-consuming activity of plugging holes.
• The pressure of understaffing often fell on existing nurses, leading to increased workloads, stress, and burnout, contributing to high turnover rates within the profession.
• Manual processes, phone calls, and paperwork characterized traditional staffing, leading to delays, errors, and administrative overhead for both facilities and nurses.
• Reliance on traditional agencies often resulted in high staffing costs for healthcare facilities, straining budgets.

Solutions Offered

• Nursing Staffing: Healthcare facilities can post job openings and access a reliable and readily accessible pool of qualified nurses to fill shifts quickly and efficiently, reducing staffing shortages and improving patient care.
• Credentialing: The platform ensures nurses meet all qualifications and are ready to work.
• Empower Nurses: They provide nursing professionals with unprecedented control over their schedules, allowing them to choose shifts that fit their lifestyles and career goals.
• Training: IntelyEdu, offers on-demand courses and certifications to support nurses’ ongoing education.
• Tech: IntelyCare’s sophisticated platform and mobile app, powered by AI and data-driven matching algorithms streamlines the entire staffing process, from job posting to shift selection and credentialing.

Founding Story

IntelyCare was founded in 2016 by David Coppins, Ike Nnah, and Chris Caulfield.

Chris Caulfield (left), David Coppins (middle), and Ike Nnah (right). (Photocredit: IntelyCare Facebook Page – June 2022 – IntelyCare co-founders won EY’s 2022 Entrepreneur Of The Year award for New England.)

• David Coppins serves as the CEO and has a background in healthcare technology and business management.
• Ike Nnah is the Chief Technology Officer, bringing expertise in hospital IT and technology development.
• Chris Caulfield, the Chief Nursing Officer, is a registered nurse with experience in clinical settings, which informs the company’s focus on nursing needs.

In 2015, the dynamic duo, Ike Nnah and Chris Caulfield, were working at a hospital. They’re not just pushing pencils, they’re in the thick of it, witnessing the daily struggles caused by nursing shortages and the inefficiencies of traditional staffing methods. It wasn’t pretty. They probably thought, “There’s gotta be a better way to do this!”

This direct exposure to the problem wasn’t just observation; it was experience. They understood the nuanced pain points from the inside – the frustrations of nurses, the pressures on administrators, and the systemic inefficiencies.

Fast forward to 2016. They’ve had a lightbulb moment. “Hey, let’s use tech to fix this mess!” Enter David Coppins, the third piece of the puzzle.

Together, they launched IntelyCare. Their mission? To create a platform that would be a dream come true for nurses – flexible schedules, better job opportunities, and a way to escape the staffing nightmare. They wanted to make healthcare facilities’ lives easier too, because who doesn’t want happy nurses and a smooth-running staff?

And guess what? It worked! The IntelyCare app was a hit. Nurses could finally pick shifts that fit their lives, not the other way around.

They even landed their first contract with Pope Rehabilitation & Skilled Nursing Center in Massachusetts right off the bat. Talk about a win!

IntelyCare kept innovating, and people started to notice. Investors, and industry experts, all wanted a piece of the action. Funding poured in, and IntelyCare expanded faster than a caffeinated nurse on a double shift.

They’re using AI and data science to match nurses with jobs, like a high-tech dating service, but for healthcare. It’s not just about filling shifts, it’s about finding the perfect match.

Today, IntelyCare is a healthcare staffing superhero, operating in multiple states and fighting for nurses’ rights and better patient care. They’re proof that a little innovation can go a long way, and that sometimes, the best ideas come from experiencing the problem firsthand.

Key Growth Milestones

• 2016: Launch of the initial platform connecting nursing professionals with healthcare facilities.
• 2020: Introduction of a mobile app that allows nurses to select shifts based on their availability.
• 2021: Expansion of services to include comprehensive credentialing and training programs for nursing professionals.
• 2022: Significant funding rounds that facilitated further technological advancements and market expansion.

Market and Competitive Analysis

Target Market

Geography: the U.S.

IntelyCare targets two customer segments:

1. Nursing Professionals: This includes registered nurses (RNs) and other nursing staff seeking flexible job opportunities across various healthcare settings.
2. Healthcare Organizations: Facilities such as hospitals, rehabilitation centers, and nursing homes looking for reliable staffing solutions to fill shifts efficiently.

The U.S. market alone is substantial:

• Registered Nurses (RNs): Approximately 4.7 million licensed RNs nationwide (89% actively employed).

• Hospitals: There are 6,120 hospitals across the country.
• Accredited Organizations: The Joint Commission accredits over 22,000 healthcare organizations and programs in the U.S.

The healthcare staffing market is growing, driven by factors such as an aging population, increased healthcare needs, and ongoing nursing shortages caused by the COVID-19 pandemic.

The global healthcare staffing market was valued at approximately $27.7 billion in 2021 and is projected to grow at a compound annual growth rate (CAGR) of 11.4% from 2022 to 2030.

IntelyCare’s innovative approach positions fit well within this expanding market, as the demand for skilled nursing professionals continues to rise.

Competitor Landscape

The company operates in a competitive landscape that includes several key players in the healthcare staffing sector:

• AMN Healthcare Services, Inc.: A leading provider of healthcare staffing and workforce solutions.
• Cross Country Healthcare, Inc.: Offers staffing services for nurses and allied healthcare professionals.
• NurseFly (now part of Vivian Health): A platform that connects traveling nurses with job opportunities.
• ShiftMed: A workforce management solution that focuses on connecting healthcare facilities with nursing professionals.
• Triage Staffing: Specializes in travel nursing and allied health staffing.

Marketing and Sales

Website & Socials

As of January 2025:

Website, intelycare.com:

• ~210K visits per month (SimilarWeb) or ~200K visits per month (SpyFu).
• According to SpyFu, predominantly all of it is organic traffic.

Social Media following is over 60k in total:

• Predominantly Facebook (22k), Instagram (19k), and LinkedIn (27k)
• Smaller audience on X and YouTube

Media Coverage

• Press Mentions:
  IntelyCare was recognized as one of the fastest-growing private companies in Massachusetts and ranked No. 41 on the Inc. 5000 list in 2020.
• Public Relations Efforts:
  It actively engages in public relations through press releases announcing funding rounds, partnerships, and growth milestones. For example, the company raised $45 million in a significant venture round aimed at addressing the nationwide nursing shortage.

Marketing Strategies

• Blogs and Articles: Their website features numerous articles that provide insights into healthcare staffing trends, best practices for facilities, and tips for nursing professionals. This content is designed to educate and inform while positioning IntelyCare as a thought leader in the industry.
• Videos and Webinars: The company utilizes video content on its YouTube channel to showcase its platform’s features and benefits, as well as to share success stories from nursing professionals who have benefited from their services.
• Social Media Marketing: The company actively engages with its audience on platforms like LinkedIn, Facebook, and Instagram, sharing valuable content and fostering community interaction.
• Email Marketing: IntelyCare utilizes targeted email campaigns to nurture leads and maintain relationships with existing clients, providing them with updates, resources, and relevant information.
• Paid Ads: We found some records on SpyFu mentioning that IntelyCare was promoting on Google Ads occasionally, on queries like: ‘app for cna jobs’, or ‘find nurses looking for work’

Product and Innovation

At the heart of IntelyCare is an AI-powered workforce optimization engine that doesn’t just fill shifts—it predicts demand patterns, ensures compliance, and reduces last-minute gaps.

What Makes It Unique?

• Predictive AI Matching – Not just finding any nurse, but the right nurse for the shift, based on location, credentials, and past reliability.
• Credential Automation – Unlike job boards, IntelyCare integrates credential verification directly into the hiring process.
• Scheduling Intelligence – Facilities don’t just post jobs; they get dynamic staffing recommendations based on historical needs.

IntelyCare isn’t just another staffing marketplace—it’s a workforce orchestration platform, redefining how nurses and healthcare facilities connect.

Financials and Metrics

Revenue Sources

Their revenue primarily comes from:

• Staffing Services Fees: The company charges healthcare facilities a fee for connecting them with nursing professionals.
• Subscription Models: Some services may involve subscription fees for ongoing access to the platform’s features.
• Training and Education Services: Revenue is also generated through training programs offered to nursing professionals.

Publicly Available Metrics

• Annual Recurring Revenue (ARR):
  IntelyCare’s estimated annual revenue is approximately $545.8 million as of 2022, reflecting substantial growth driven by its innovative staffing solutions.
• Funding and Investments:
  On April 6, 2022, IntelyCare shared some big news: they raised $115 million in Series C funding. The main investor was Janus Henderson Investors, and the company is now valued at $1.1 billion. Other contributors to this round of funding included Longitude Capital, Leeds Illuminate, Endeavour Vision, Revelation Partners, and Kaiser Permanente Ventures.
• Employee Count:
  While exact employee numbers may be confidential, estimates suggest that IntelyCare employs around 1,887 individuals, with an estimated revenue per employee of approximately $200,200. This figure indicates a strong productivity level within the organization.

Structure and Culture

While specific internal structures are proprietary, the company has a typical hierarchy that includes executive leadership, department heads, and teams focused on technology, customer service, and operations. Key executives include:

• Chief Executive Officer (CEO): Matthew Levesque. Matthew Levesque was appointed as the new CEO of IntelyCare in July 2024. He brings nearly three decades of healthcare IT and two-sided marketplace experience to the role.
• Executive Chairman: David Coppins. David Coppins, the co-founder of IntelyCare, transitioned from his role as CEO to Executive Chairman in August 2023
• John Shagoury – President and COO
• Chris Caulfield: Co-Founder and Chief Nursing Officer
• Chris Sands – Chief Financial Officer
• Sheri Zee – Chief People Officer
• Michael Berdik – Chief Legal Officer

IntelyCare’s mission emphasizes integrity, empathy, innovation, collaboration, and excellence.

These core values guide the company’s operations and interactions with both employees and clients. The organization fosters a culture focused on continuous improvement, ensuring that both healthcare professionals and patients receive optimal care through efficient staffing practices.

Impact

Customer Feedback

• Aggregated reviews on Indeed.com indicate high satisfaction among users for the platform’s ease of use, flexibility in scheduling, and quality of job placements.
• Many nursing professionals appreciate the ability to choose shifts that fit their lifestyle.

Success Stories

Several case studies highlight its impact on healthcare staffing and operational efficiency.

• Decrease in CNA Absenteeism:

• IntelyCare reduced absenteeism among Certified Nursing Assistants (CNAs) by 37%, meaning fewer CNAs missed their scheduled shifts.
• This improvement was achieved by identifying key traits that predicted which CNAs were more likely to reliably show up for work. As a result, shift attendance increased by 16%, and overall reliability improved from 70% to 81%
• Not only did this help healthcare facilities save money on staffing costs from missed shifts, but it also made their overall service a whole lot better!
• Improving Documentation and Reimbursements:

• In a nursing home case study, IntelyCare worked with a facility in Ohio to address documentation issues that were affecting reimbursement rates.
• By implementing better training focused on clinical documentation and enhancing the use of their software system, IntelyCare helped reduce documentation-related “Do Not Returns” (DNRs) by 57% within five months.
• This change significantly improved the facility’s ability to maximize reimbursements from Medicare and Medicaid.
• COVID-19 Training Initiative:

• During the COVID-19 pandemic, IntelyCare launched a free online certification course for nurses, which reached over 500,000 participants across 30+ countries within just three weeks.
• This initiative not only provided critical training during a time of crisis but also positioned IntelyCare as a leader in nurse education and support.

Growth and Future Outlook

IntelyCare aims to continue expanding its geographical reach across the United States while enhancing its technology offerings. Future goals include:

• Increasing partnerships with more healthcare facilities.
• Expanding training programs for nursing professionals.
• Leveraging data analytics to improve staffing efficiency further.

Challenges and Risks:

While internal assessments regarding challenges are proprietary, common risks in the industry include regulatory changes, competition from other staffing platforms, and potential fluctuations in demand for nursing staff.

Key Takeaways for Entrepreneurs

• Platform First, Business Second. IntelyCare didn’t just create a staffing agency; they built a platform that transformed the industry. Think beyond linear models – can you create a platform to connect fragmented supply and demand in your industry? Two-sided marketplaces require creating compelling value for both sides. Think win-win-win (supply, demand, and your platform).
• Become the ‘LinkedIn’ of Your Niche. IntelyCare started laser-focused on healthcare staffing. Niche down to dominate a specific segment before expanding broadly. Look for industries ripe for marketplace disruption, even if they seem offline or old-fashioned.
• Regulatory Hurdles? Build Your Moat. Healthcare is highly regulated, deterring many. IntelyCare navigated regulations to build a strong competitive moat. See regulations as barriers to entry for competitors, protecting your niche.
• Tech: Not an Add-on, Your Core Engine. Technology isn’t just a feature for IntelyCare; it’s the core of their operations, enabling efficiency and scalability. Embed technology deeply into your business model.
• Network Effects: Your Exponential Growth Lever. IntelyCare benefits from network effects – more nurses attract more facilities, and vice versa, creating a self-reinforcing growth loop. Design your business to leverage network effects.