August 26, 2025
Advisors from Accenture, CPF/EHIR, Cigna, VillageMD, and Vida Health bring payer, provider, employer, and digital health expertise to strengthen Upside’s platform across Medicaid, Medicare Advantage, and employer markets.
FORT LAUDERDALE, FL — Upside, the only housing stability platform purpose-built for healthcare, today announced the appointment of five nationally recognized healthcare leaders to its Executive Advisory Board: Lawrence (Larry) Leisure, Julie Mascari, Bryan Hebert, Daniel Hoemke, and Jason Parrott. Together, they bring more than a century of experience spanning value-based care, payer innovation, government programs, provider relations, and healthcare technology. The appointments come as demand accelerates for scalable, accountable housing solutions that directly support clinical performance, member retention, and total cost-of-care reduction across Medicaid, Medicare Advantage, commercial plans, and self-insured employers.
“Larry, Julie, Bryan, Daniel, and Jason are among the most respected and forward-thinking leaders in healthcare,” said Jake Rothstein, Co-Founder and CEO of Upside. “They’ve built strong organizations, shaped industry standards, and challenged conventional thinking to improve care for diverse populations. Their guidance will be invaluable as we deepen our partnerships with health plans and employers nationwide and scale a model that delivers measurable impact for both members and payers.”
Lawrence (Larry) Leisure is Co-Founder and Managing Partner at Chicago Pacific Founders and co-founded ADVI’s Reimbursement and Health Policy Advisory Services, Healthspottr, and the Employer Health Innovation Roundtable (EHIR). A former Global Managing Partner of Health Services at Accenture and senior advisor to Kleiner Perkins, Leisure has guided organizations at the forefront of managed care, life sciences, and digital health.
Julie Mascari is a healthcare executive with more than 25 years of leadership across government programs and multi-line operations. Most recently, she led a provider-founded company focused on reducing medical expenses in Black, Brown, and rural communities, driving multi-million-dollar revenue growth while building high-performing cultures in fast-changing markets.
Bryan Hebert brings experience across payer, provider, technology, and BPO sectors spanning sales, operations, and IT in commercial and government programs including Medicaid, Medi-Cal, Medicare, and self-funded employers. He has led teams in risk adjustment, value-based contracting, telehealth, care coordination, and AI-driven predictive health, and currently advises AI startups in medical necessity, denial management, and predictive healthspan modeling.
Daniel Hoemke brings more than 30 years of leadership across commercial and government health segments. He most recently served as SVP of Growth and Western Region President at VillageMD, driving Medicare expansion with full P&L accountability across multiple markets. Previously, he served as Market President for Cigna Medicare Desert States, leading distribution, performance, and member growth. Hoemke now serves as a strategic advisor to VillageMD supporting business development and Medicare growth.
Jason Parrott is SVP of Enterprise Growth & Partnerships at Vida Health, where he leads large-scale growth initiatives and strategic partnerships. Previously, he directed healthcare and well-being strategy at Boeing and held progressive leadership roles at AT&T in HR and benefits strategy. Parrott has served on the boards of the Employer Health Innovation Roundtable, the Integrated Benefits Institute, and the Midwest Business Group on Health.
“Upside is tackling one of the most urgent and overlooked challenges in healthcare: housing stability, with a level of scale, accountability, and payer alignment that’s rare in this space,” said Larry Leisure. “I’m honored to help guide its next phase of growth.”
“The model directly addresses disparities that persist in underserved communities,” said Julie Mascari. “It’s an opportunity to align compassion with measurable financial outcomes.”
“Upside understands that housing is a care delivery asset,” said Bryan Hebert. “I look forward to helping optimize payer partnerships and operational models that deliver lasting value.”
“Upside is reimagining housing as a critical lever in value-based care,” said Daniel Hoemke. “I look forward to contributing my experience in Medicare and growth strategy to help scale its impact nationally.”
“Housing-first strategies like Upside’s are meaningful for population health,” said Jason Parrott. “I’m excited to bring my experience in employer partnerships and virtual care growth to help scale this impact.”
Upside is a nationally scalable housing stability platform purpose-built for healthcare. The company partners with health plans and employers to proactively identify and stabilize members and employees experiencing housing instability — connecting them to safe, supportive housing while reducing avoidable emergency care utilization and improving health outcomes. Upside’s model combines dedicated Care Guides — licensed social workers and housing specialists — with AI-supported housing orchestration to deliver measurable results at scale. The platform serves Medicaid, Medicare Advantage, D-SNP, commercial, and employer-sponsored populations across the full housing continuum, from crisis intervention to long-term tenancy support. Founded in 2020 and headquartered in Fort Lauderdale, FL, Upside is redefining how healthcare organizations address housing as a foundation of care. For more information, visit www.joinupside.com.
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Upside Corporate Headquarters
200 E Las Olas Blvd 14th Floor
Fort Lauderdale, FL 33301
