Thriveworks, a prominent outpatient mental health provider, has announced the appointment of Dr. Dan Frogel as its new chief executive officer. This leadership change is a critical step in Thriveworks mental health expansion efforts, aimed at broadening the company’s services and deepening engagement with payers, health systems, and primary care groups. Under Frogel’s leadership, Thriveworks plans to build upon its existing strengths while evolving toward a more integrated healthcare partnership model.
Speaking with Behavioral Health Business, Dr. Frogel emphasized that Thriveworks will continue to excel in the direct-to-consumer (DTC) market — a segment central to its growth since its founding. At the same time, the company is focused on cultivating formal enterprise-level relationships with larger organizations that influence patient care pathways, a key component of Thriveworks mental health expansion.
“Our internal terminal research has shown us that patients and clients activate their care through recommendations from primary care doctors, health systems, payers, and word of mouth,” Frogel explained. “Formalizing relationships with large groups and payers is a major focus for us right now.”
Thriveworks A Nationwide Outpatient Mental Health Provider
Headquartered in Lynchburg, Virginia, Thriveworks has established itself as a comprehensive outpatient mental health provider offering services to people of all ages. Its network includes over 340 offices staffed by more than 2,200 licensed clinicians nationwide, delivering a mix of in-person and virtual care options.
Since its founding in 2008, Thriveworks has continually expanded its reach and capabilities, making Thriveworks mental health expansion a consistent theme in its growth strategy. The company has benefited from strong financial backing, including $340.2 million in equity funding raised in 2021 from investors such as Wellington Management. In 2022, Thriveworks raised additional funding to support its growth, although the details of this round were not publicly disclosed.
That same year marked a significant expansion of the company’s patient population, with Thriveworks beginning to offer services to children aged 12 and younger — an important milestone in the company’s Thriveworks mental health expansion initiative. Additionally, Thriveworks has formed strategic partnerships with companies like SelectQuote, leveraging innovative patient engagement models such as SelectQuote’s Population Health approach to enhance access and care coordination.
Leadership Transition And Technological Investments
Dr. Frogel steps into the CEO role following the departure of former CEO William Furness, who stepped down in October 2023 after nearly two years leading Thriveworks. Furness now serves as CEO of Centricity Research, an integrated research organization.
During Furness’s tenure, Thriveworks invested significantly in technology and clinician support tools. This focus on infrastructure development laid a foundation for the current phase of Thriveworks mental health expansion, including the launch of digital booking and intake management platforms and the enhancement of clinician training programs.
Bringing A Unique Blend Of Clinical And Operational Expertise
Dr. Frogel brings a distinctive combination of clinical and operational experience to Thriveworks. He is a co-founder and former president of CityMD, a well-known urgent care provider, and began his career as an attending physician in emergency medicine. His experience managing urgent care centers gave him valuable insights into patient care coordination and the complexities of working within health systems and payer environments.
“I’ve had both a bird’s eye view and an in-the-trenches view of how to create excellent experiences for both physicians and patients,” Frogel said. “Understanding where patients come from and what they need from a quality organization are crucial insights that prepare me for this role.”
His leadership is expected to accelerate Thriveworks mental health expansion by leveraging these insights to strengthen operational efficiency and enterprise partnerships.
Short-Term Priorities Strengthening The Foundation
In the immediate term, Frogel is focused on enhancing several core operational areas. These include improving revenue cycle management to optimize financial performance, elevating the patient experience, increasing schedule efficiency, and expanding access to care — all foundational elements that support Thriveworks mental health expansion.
“Making sure our foundation is solid is the first step,” Frogel noted. “That means ensuring patients have a seamless experience from scheduling to treatment, clinicians are supported, and our financial processes are optimized to sustain growth.”
Building Enterprise Partnerships And Clinical Accountability
Looking forward, Thriveworks is aiming to deepen relationships with large healthcare organizations and payers — a strategic shift from its original focus primarily on direct-to-consumer engagement. This shift is a major pillar of Thriveworks mental health expansion.
Frogel envisions Thriveworks evolving into a true partner to health systems and payer organizations, adding value beyond patient acquisition by delivering high-quality clinical outcomes and coordinated care.
“Thriveworks was founded and thrived in direct-to-consumer marketing channels,” Frogel said. “We are evolving toward a partnership model that complements the great work we do on the DTC side. Building an organization with intrinsic value to our vertical is key.”
He stressed the importance of understanding the unique needs of these partner organizations and tailoring services to meet their priorities, particularly by enhancing clinical accountability and demonstrating measurable outcomes.
Toward Integrated And Holistic Care
In line with broader healthcare trends, Frogel plans to integrate physical and mental health care, providing a holistic approach that addresses patients’ comprehensive needs. This will include co-managing patients alongside payers, health systems, and primary care groups to ensure seamless coordination and continuity of care — a critical goal within Thriveworks mental health expansion.
In addition, Thriveworks may explore value-based reimbursement arrangements in the future — a move that would align payment with quality and outcomes rather than volume of services.
Maintaining A Strong And Diverse Clinician Workforce
Unlike many providers who struggle with staffing shortages, Thriveworks has not faced significant clinician recruitment challenges, thanks in part to its direct employment model. Instead, the company places a higher priority on clinician retention, aiming to maintain a diverse and engaged workforce.
“Maintaining a diverse clinician population is essential to delivering high-quality care,” Frogel explained. “For us, clinician retention is a top priority.”
This focus on workforce stability supports Thriveworks mental health expansion by ensuring consistent, quality care delivery.
Continuity In Leadership
Supporting Frogel is Emily Matorin, Thriveworks’ chief operating officer and former interim CEO. Matorin will continue in her role as COO, providing leadership continuity as the company navigates this new phase of growth and innovation.
Conclusion
With Dr. Dan Frogel at the helm, Thriveworks is well-positioned to continue its Thriveworks mental health expansion by building upon a successful direct-to-consumer foundation while deepening enterprise partnerships. By focusing on operational excellence, clinical accountability, and integrated care, the company aims to meet the evolving demands of patients, payers, and health systems alike — ensuring mental health services are accessible, effective, and aligned with broader healthcare initiatives nationwide.
