Growth and Innovation With a
Consumer-First Future

  • March 09, 2021
  • 1:00 PM – 2:00 PM ET
  • Online

Health insurance providers are challenged to grow their business because of a rapidly changing healthcare ecosystem. Health insurance providers of all types must compete effectively to achieve their goals for expansion. Regional health insurance providers in particular are compelled to create an agile environment that can meet ever-changing demands while improving operational efficiency. Growth plans are blocked by legacy systems with minimal business flexibility, convoluted configuration, error-prone manual processes, and archaic custom code requiring significant resources even for simple changes.

Friday Health Plans turned to UST HealthProof and HealthEdge for a Core Admin ecosystem to transform and grow their business to an agile, next-generation, modern organization that can respond to anything from COVID-19 regulations to shifting consumer preferences. UST HealthProof’ Business Process as a Service (BPaaS) model with HealthEdge’s HealthRules® Payor at the core formed the backbone for Friday Health Plans to run their business efficiently and achieve outstanding customer experience while rapidly growing the business.

Attendees will learn about:

  • Reduced total cost of ownership (TCO) using digital technology that combines automation, insights, best-in-class processes, industry-leading platforms and BPaaS model which enables competitive differentiation and growth
  • The ability to design new plans or contracts and test new features in hours versus weeks or months
  • English-like HealthRules® LanguageTM eliminated the need to understand archaic configuration parameters found in legacy systems
    • With answers to members and provider questions available instantly in English, customer service representatives now answer customer questions correctly the first time which leads to significantly improved customer satisfaction.
  • Enabling health insurance providers with memberships across multiple lines of business to provide a more scalable ecosystem to meet its significant membership growth projections


Kevin Adams
Chief Executive Officer
UST HealthProof Inc.

Kevin’s work aims to lead healthcare institutions to evolve and be more innovative, agile, and customer-centric by identifying business opportunities. He leads a team of industry experts providing platform-based solutions to leading healthcare organizations, supporting and guiding clients from business advisory to system implementations.

Kevin has more than 25 years of international experience delivering business solutions for the investment banking, healthcare, and public sectors. Kevin joined UST in 2015 and served as Chief Technology Officer for healthcare, leading the vertical’s IT strategy and business direction. Previously he was Chief Technology Officer of Edifecs, helping the business understand and leverage ongoing changes in the technological landscape. His global experience includes time spent in Hong Kong at Cigna Healthcare and in London with Unisys.

Kevin holds a Bachelor of Arts degree in political science and history from the University of Connecticut.

Raj Sundar
UST HealthProof Inc.

Raj is responsible for providing thought leadership, business vision, product ideation, building strategic relationships, and providing leadership for large multi-year transformation projects. Prior to joining UST, Raj was a Vice President with Edifecs Strategic Advisory Services practice and held leadership roles at AT Kearney and Cognizant’s Business Consulting.

A highly motivated, results-oriented Healthcare Solutions Executive with an excellent track of identifying and developing business and IT solutions in payer and provider areas, he brings more than 20 years of experience across numerous industries – with a specific focus on the healthcare industry – and has been a guest speaker at industry forums on Consumerism, Risk Adjustment and Payer Operations optimization.

Raj holds a Masters in Technology management from Wharton Business School.

Salvatore Gentile
Chief Executive Officer / Co-Founder
Friday Health Plans

Sal founded Friday Health Plans to transform the health insurance market. With more than 30 years of experience in high growth, innovative companies, Sal brings deep experience in operational leadership, market strategy, and business development.

Prior to founding Friday, Sal was CEO of HealthX, a software company which built online portals and tools for the health insurance industry. From 2004 to 2013, Sal led markets at TriZetto Corporation, the leading provider of enterprise software and services for the health insurance industry, where he became an expert at using technology to drive efficiency and automation in health insurance. Sal led a number of sales, marketing and business development functions at high growth technology firms.

Sal is a graduate of Pace University where he majored in math and computer science.

Harry Merkin
Vice President of Marketing
HealthEdge Software, Inc. ®

Harry has worked with both payers and providers through many dynamic changes in healthcare for a number of years. He is currently the Vice President of Marketing at HealthEdge, and is primarily responsible for Product and Content Marketing.

He previously had similar responsibilities at Evariant and NaviNet and has collaborated with many transformative entities across the healthcare landscape. Harry has helped introduce and promote innovative enterprise software solutions that enable payers to improve their competitive effectiveness, as well as perform valuable communications between payers and providers, and allow providers to effectively collaborate with patients and consumers as well as with each other.

He is a frequent speaker at industry conferences and forums, and a key contributor to the Edge Report, the HealthEdge blog.