ABOUT US
Our Why & Story
Built by a provider who fought denials, learned the system, and turned that experience into a method that helps providers and patients.
Our Why
Healthcare providers should not need a law degree to get paid for the care they deliver. Patients should not live in fear of medical debt for necessary treatment. And insurance companies should not be allowed to deny valid claims without accountability.
That is why we built this.
What We Believe
Receiving payment for necessary care administered to their patients should not require legal expertise or endless administrative work.
No one should face unexpected bills or medical debt because an insurer chose to deny a valid claim.
Valid claims should not be denied without meaningful review, and overturned denials create accountability.
The Story Behind Appeal It Now
From one practice to a platform. What started as a fight to protect patients and keep an NYC practice sustainable became a repeatable method for overturning denials, and a company built to help others.
Appeal It Now was built on a simple conviction: providers should be paid for the care they deliver, and patients should never face medical debt for treatment they needed. What began as one provider's fight against a broken system is now a proven methodology helping providers and patients across the country, with an 85%+ appeal reversal rate to back it up.
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Insurance companies have perfected the art of denial. "Not medically necessary." "Experimental." "Bundling." Vague, procedural, and designed to discourage challenge. Our founder, Dr. Ali Morse, spent years practicing corrective care in NYC and serving on the New York State Chiropractic Council board, and watched firsthand as valid claims were rejected by systems that never reviewed a patient, read a chart, or looked at a single image. The financial damage to providers was significant. The impact on patients was worse.
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Rather than accept denials as final, Dr. Morse spent two years systematically mapping the legal and regulatory frameworks behind insurance appeals, federal requirements, state regulations, ERISA guidelines, and procedural timelines. What emerged was a structured methodology that achieved an 85%+ reversal rate. It worked not because of luck, but because of precision and deep regulatory expertise.
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The problem has only grown. AI-driven denial systems have proliferated across the industry. Denials increased by 89% in just two years. Private practices are closing. Patients are skipping necessary care. The frustration behind recent healthcare headlines is not new, it is the result of a system that has been failing providers and patients for years, now accelerating. Appeal It Now exists to meet that moment.
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After earning her Executive MBA at the University of Oxford, Dr. Morse committed fully to scaling what had been proven in one practice into a nationwide platform. Appeal It Now is not a theoretical solution, it is a decade-tested methodology built from real successful appeals and a deep understanding of how the system actually works. We are here to support providers and patients who need proper treatment and payment.
To my former patients: if you have found your way here, know that what we built together drives this work every day. What started in one location is now helping providers and patients across the country. I miss you; you were and will always be family.
Ready to reverse wrongful denials?
Join providers and patients who are getting the payment and coverage they need.