Complex challenges. Fast solutions.
No translation needed.

As healthcare operators, we felt the pain. So we built the fix.

We didn't set out to be a technology company. We started as business operators who got fed up with bad software—wrestling with complex data and systems that seemed designed to make everything harder instead of easier. When we couldn't find the solutions we needed, we learned to build them ourselves.
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Fast forward to today, and Propela is a 40-person team of savvy coders, technologists, and business ops specialists who turn operational headaches into growth engines. We're doing more than building software. We're transforming the way companies operate, scale, and compete.
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A partnership 3 decades in the making

Some business relationships are forged in boardrooms. Some begin in the sandbox and evolve to solve million-dollar business problems. Haya and Steven's is the latter.

‍Steven and Haya have known each other since age three—their fathers were business partners. Decades later, their friendship evolved into a company built to bridge the persistent gap between business operations and technology.
When Steven ran his healthcare operations company, he followed the typical path: hired developers and hoped for the best. Eighteen months and zero functional solutions later, he realized the problem wasn't the code—it was the translation. Meanwhile, Haya was mastering business transformation at a private equity firm, witnessing firsthand how companies struggle when technology doesn't align with business needs.

Their complementary expertise—Steven's operational knowledge and Haya's strategic vision—created the perfect solution to a universal problem.

Propela now serves as the crucial interpreter between business objectives and technical execution. Steven brings healthcare operations fluency combined with technical capability; Haya translates high-level strategy into measurable outcomes. Together, they've built a team of over 40 specialists who understand both business and technology—eliminating the costly translation process that plagues traditional implementations.
We operate on a revolutionary principle that shouldn't be revolutionary at all: understand the business problem first, then build technology that actually solves it.

No jargon. No blank stares. No explaining HIPAA compliance to developers who think it's a dancing hippo. Just real solutions built by people who've walked in your shoes and know exactly where they pinch.

Thirty years of friendship has taught us two things: business is complicated enough without technology making it harder, and the best solutions come from truly understanding the problems you're trying to solve. (Plus, it helps if you've known your business partner long enough to have embarrassing childhood photos as leverage.)

For you, this means finally breaking free from the technology struggle that's been holding your business back— and transforming your daily operational headaches into the very advantage that propels your business forward.

Meet the Founders

Steven Feld
Chief Solutions Officer & Co-Founder
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Steven Feld
Chief Solutions Officer & Co-Founder

Steven Feld is a healthcare executive turned technologist with deep expertise in healthcare operations, compliance, and process optimization.

He is the Co-Founder and Chief Solutions Officer of Propela Tech, where he leads solution architecture and delivery strategy for healthcare organizations seeking to streamline workflows, reduce waste, and scale with confidence.

Before founding Propela, Steven served as Chief Strategy Officer of The Everview Group, a multi-state skilled nursing support company. There, he led growth initiatives, operational optimization, and technology enablement efforts across clinical and administrative teams. He also held leadership roles in several other healthcare organizations, gaining firsthand insight into the systemic inefficiencies and technological gaps that hinder performance across the industry.

Frustrated by the limitations of off-the-shelf tools, Steven taught himself software development and launched a company grounded in a core belief: solve the business problem first, then apply the right technology.

At Propela, he leads a team of 40+ developers, engineers, and healthcare specialists building custom solutions for high-stakes operational challenges. He is known for his practical, ROI-driven approach and his ability to bridge the gap between frontline complexity and scalable, intuitive systems.

Haya Fishman
Chief Operating Officer & Co-Founder
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Haya Fishman
Chief Operating Officer & Co-Founder

Haya Fishman is a seasoned operator, legal strategist, and founder with deep expertise in M&A, digital transformation, and scaling high-growth companies.

She is the Co-Founder and Chief Operating Officer of Propela Tech, where she oversees Propela’s operations and delivery team, helping clients build systems that drive adoption, efficiency, and long-term growth.  Haya also leads the company’s integration advisory group, supporting implementation strategy and change management for customers as they adopt new technologies at scale. 

Before co-founding Propela, Haya served as Chief Legal Officer and Executive Director of Integration for a specialist investment firm focused on digital transformation. There, she supported M&A efforts and helped portfolio companies grow with structure and speed.

Earlier in her career, she practiced at a top law firm, representing investors and high-growth companies in a broad range of corporate and transactional matters. Her leadership and achievements have been widely recognized: she was named to Best Lawyers: Ones to Watch in Corporate Law, Leveraged Buyouts & Private Equity Law, and Tax Law, and has been honored by the Daily Record’s Twenty in Their Twenties and the Forward 50.

Haya is also the Founder and President of The JWE, a nonprofit that supports the economic advancement of Jewish women entrepreneurs.

A partnership three decades in the making

Some business relationships are forged in boardrooms. Some begin in the sandbox and evolve to solve million-dollar business problems. Haya and Steven’s is the latter.

Steven and Haya have known each other since age three—their fathers were business partners. Decades later, their friendship evolved into a company built to bridge the persistent gap between business operations and technology.
Testimonial
“What other technology vendors might take months or even years to deliver, Propela can get done in weeks.”
What's impressed me is how quickly Propela is able to build and deploy new features and functionality. They understand our industry and the unique challenges we face, so they're able to move fast without sacrificing quality. What other technology vendors might take months or even years to deliver, Propela can get done in weeks.
—
Gavi Gordon
Gene ID
After 50+ clients and countless victories, we’ve cracked the code on what matters to business owners
Spoiler alert: It's NOT just code
Understanding your business (we speak operations, not just tech)
Getting solutions live quickly (weeks, not months or years)
Having a dedicated onshore team (no layers between you and your developers)
That's why 98% of our clients stay with us long-term, and why some of the fastest-growing healthcare companies across the U.S. trust us to power their operations.

Enterprise-level solutions.
‍Neighborhood-style service.

We're the rare breed that can transform your operations like a Big Four consulting firm but still answers the phone on the first ring. Meet the team.
Steven Feld
Chief Solutions Officer & Co-Founder
Haya Fishman
Chief Operating Officer & Co-Founder

We’re business people who built a tech company because we got tired of explaining business to coders. Turns out, we weren't the only ones craving a different approach.

We didn't set out to be a technology company. We started as business operators who got fed up with bad software—wrestling with complex data and systems that seemed designed to make everything harder instead of easier. When we couldn't find the solutions we needed, we learned to build them ourselves.
READ THE FULL STORY

Here's something most people won't tell you about building technology:

It demands a whole lot more than just technical expertise. It requires a deep understanding of business operations: the daily challenges, the regulatory requirements, and the workflow nuances that make or break efficiency. That's something Steven Feld learned firsthand running a healthcare operations company, where he managed everything from medical billing to payroll. Like many operators, Steven tried the traditional approach to solving technical challenges: hire developers and tell them what to build.

But as skilled as they were, the developers didn't understand business operations. Every project felt like a game of telephone, translating needs into technical requirements and hoping something useful came out the other end. Eighteen months and two in-house developers later, they had built... essentially nothing. Determined to bridge this gap, Steven learned to code. He spent a year immersing himself in software development, driven by the conviction that there had to be a better way to solve business challenges through technology.

Today, Propela is a team of over 40 specialists combining deep operations expertise with technical excellence. We operate one simple principle: solve the operational problem first, then apply the right technology. We believe organizations deserve partners who speak their language, understand their challenges, and can translate that understanding into real solutions. That's exactly what we're all about.
How we’re different
We speak business first, software second. We understand P&Ls, not just APIs.
When you work with us, you won't have to squeeze your business into software that wasn't built for it. And you definitely won't hear us say "that's just how the software works." What you will get are solutions that work the way your business works, delivered by people who understand both the technical and operational sides of healthcare and other highly regulated industries.
While others are still trying to understand, we’re already building the solution.
What takes traditional development shops months of back-and-forth, we can often scope and start building in days or weeks. That's because we offer direct access to developers who speak the language of business operations. No months-long discoveries. No endless requirements gathering. No army of account managers between you and the people building your solution.
Healthcare is our superpower. (But we solve complex problems everywhere.)
We know the terminology, the regulations, the workflows. But our approach works anywhere complex operations meet messy data. We turn business headaches into strategic advantages. We automate the soul-crushing parts of operations. We make complex data tell simple stories. We help good businesses scale into great ones.
We measure success the same way you do: in hours saved, costs reduced, and revenue gained.
Our clients typically see ROI within months, not years. Whether that's cutting manual processes from hours to minutes, automating workflows that used to require whole teams, or building tools that help you scale without adding headcount. Our clients trust us with mission-critical operations because we deliver.

Schedule a
30-minute consultation

No sales pitch. No death by PowerPoint. Just a straight talk about your challenges with our healthcare tech experts. Walk away with actionable insights, whether you work with us or not.
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