Our Why & Story

Hi, I'm Dr. Ali Morse, founder and CEO of Appeal It Now. What began as my personal battle against a broken health insurance system has now become a solution helping providers and patients across the country.

For years, I ran a successful corrective care practice in Manhattan, New York. My patients were family to me. I was passionate about my career and helping my patients in the tri-state area.

But there was one part of the job that was draining: fighting insurance companies for payment.

I'd submit properly documented insurance claims for care my patients needed, only to have them denied for vague reasons: "not necessary," "experimental," "bundling," and "other." How could an insurance company decide what my patients needed without ever examining them, knowing their patient history, or reviewing their x-ray images?

The denials didn't make clinical sense. And fighting them meant hours away from patient care, researching regulations I wasn't trained in, and navigating a system designed to make providers give up.

Like most providers, I initially wrote off many denials. It was easier than the fight. But watching those losses add up, and worse, seeing my patients receive out-of-pocket costs they weren't expecting for care they needed, just didn’t sit right. Something had to change.

About twelve years ago, I decided to stop accepting denials as final.

My team and I rolled up our sleeves and dove into the legal frameworks behind insurance appeals. We studied federal and state appeal requirements, insurance regulations, and procedural timelines, understanding the legal structure that insurance companies intentionally make confusing.

In just over two years, we developed proven protocols and processes for reversing denials.

We built a structured methodology that achieved an 85%+ reversal rate. My peers on the New York State Chiropractic Council board I sat on started calling me the "Appeal Queen." Other providers began asking how we were doing it.

But here's what mattered most to me: my patients didn't get stuck with unexpected out-of-pocket costs. They could access their care without financial fear. That relief, that gratitude, was everything.

That was over a decade ago. Since then, denials haven't gone away, they've multiplied.

Post-COVID, insurance companies increasingly use AI to automatically deny claims. Studies show denials increased by 89% in just two years. More algorithms. Less human review. More providers losing revenue. More patients facing medical debt.

The tragedy surrounding the UnitedHealthcare CEO made headlines, but the frustration behind it isn't new. It's been building for years. Providers are exhausted. Patients are scared. The system is broken.

I knew I had to do more than just reverse appeals for my own practice.

In 2020, when circumstances led me to close my Manhattan practice, it was one of the most painful decisions of my career. I never had the opportunity to properly say goodbye to our patients who had become like family.

But I channeled that loss into purpose. I pursued my Executive MBA at the University of Oxford and dedicated myself full-time to building a solution that could help providers and patients everywhere.

I wanted to create something that would:

We have two passions that fuel this work.

First: helping healthcare providers get paid for the care they deliver, without having to fight for every dollar or become insurance appeals experts.

Second: protecting patients from the fear and burden of medical debt when they're already dealing with health challenges.

These aren't separate goals. When providers successfully appeal denials, patients benefit. When patients avoid unexpected bills, providers maintain trust and keep practices open. It's all connected.

The current system is unsustainable. Private practices are closing because they can't absorb write-offs. Patients are delaying or skipping necessary care because they can't afford out-of-pocket costs. Insurance companies are using algorithms to deny claims that should be approved.

We're not going to fix the entire healthcare system overnight. But we change it, one appeal at a time.

Every overturned denial is a small act of reform. Every recovered payment helps a practice stay open. Every avoided balance bill protects a patient. And together, those add up.

This isn't just another tech platform. It's a proven methodology built by someone who actually fought and won these battles in a real practice.

To my former patients in Manhattan: if you’ve 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.