Product Launch: Gravie Pay

Bringing a new kind of healthcare payment benefit to market

Gravie Pay gave health plan members a no-interest, no-collections credit line for large out-of-pocket medical expenses. I took it from concept to launch, wearing every hat imaginable. Despite my product manager title, I was also selected to lead GTM strategy and launch based on my deep understanding of the customer and my ability to craft compelling market narratives.

The Opportunity

Gravie’s flagship health plan (“Comfort”) makes everyday care feel effortless with zero-cost coverage of the most common healthcare services. But for costly scenarios like hospitalizations or specialty meds, members were still responsible for their full out-of-pocket max.

We saw an opportunity to close that gap. If members could pay for major expenses over time—without interest, without collections, and with minimal friction—it would deepen trust, improve plan satisfaction, and reinforce Gravie’s brand promise: health benefits people actually love.

The Build

I led Gravie Pay from idea to product, owning strategy, scope, and cross-functional delivery.

  • Defined the MVP and led UX design for the member experience

  • Owned the integration with Paytient, our white-label partner

  • Scoped engineering work streams, including complex payroll integration

  • Balanced member-first design with compliance and technical constraints

The Launch

Launching Gravie Pay required thoughtful go-to-market strategy, especially given the emotional context: members would encounter the product after a major procedure and while facing financial stress.

  • Crafted clear, empathetic messaging to build trust and avoid triggering panic

  • Collaborated with marketing to refine positioning, rollout materials, and benefit explanations

  • Equipped sales and account managers with talk tracks, FAQs, and collateral

  • Coordinated cross-functional launch plans and internal enablement

  • Ensured that the product story resonated with both employers and members, reinforcing Gravie’s differentiators

Results & Impact

  • Gravie Pay was a net new revenue stream and brand-aligned differentiator in a competitive benefits landscape

  • Gravie Pay strengthened the Comfort plan by filling a critical gap in financial protection

  • The product remains live today with minimal changes

  • Members who use it show high repeat usage, validating strong product-market fit