Healthcare marketers have spent the past several years confronting a difficult trade-off: use the tracking and analytics tools that power modern digital marketing, or limit those tools to reduce the risk of exposing sensitive patient information. Ours Privacy is betting that the two goals do not have to conflict. The healthcare-focused customer data platform has raised $15 million in Series A funding to expand a privacy-first marketing and data infrastructure platform designed around HIPAA and healthcare-specific requirements.

Ours Privacy, a healthcare-focused customer data platform (CDP), has raised $15 million in a Series A round led by Lightbank and Health Velocity Capital. Existing investors including Rock Health, Lakehouse, TMV, Switch Ventures, Starfire Ventures and GreyMatter also participated.

The round comes as healthcare organizations face increasing pressure to measure digital marketing performance while tightening controls around patient data. For hospitals, health systems, telehealth companies and digital health businesses, the issue is particularly complicated because conventional advertising infrastructure was largely designed for consumer commerce rather than regulated healthcare environments.

Ours Privacy was founded in 2024 by Jessica Holton, Adam Putterman and Tyler Zey after the team encountered the problem while operating telehealth company Ours Wellness. Instead of relying on a conventional CDP and adding compliance controls around it, the founders built a platform around privacy requirements from the beginning.

At its core, Ours Privacy is a HIPAA-compliant CDP designed to collect, connect and activate healthcare marketing data while controlling what information is passed to third-party advertising and analytics platforms. The company's approach relies on server-side tracking, allowing organizations to collect data centrally and filter sensitive information before it reaches external marketing systems.

That distinction matters because healthcare websites can generate data that becomes sensitive depending on the context in which it is collected. The U.S. Department of Health and Human Services' Office for Civil Rights has warned healthcare organizations about the use of tracking technologies on websites and mobile applications, noting that information such as IP addresses, appointment details and information entered into online tools can, in certain circumstances, constitute protected health information.

HHS guidance also makes clear that simply disclosing tracking practices in a privacy policy is not enough to make an otherwise impermissible disclosure compliant. Depending on the circumstances, healthcare organizations may need appropriate permissions and business associate agreements with vendors handling protected health information.

That regulatory environment has created an unusual problem for healthcare marketing teams. Turning off pixels, third-party trackers and other measurement technologies can reduce compliance exposure, but it can also make it harder to understand where prospective patients are coming from, which campaigns are working and where people abandon the digital journey.

Ours Privacy is positioning its platform as an alternative to that compromise. Alongside data collection and privacy controls, the company offers tools including consent management, web scanning, analytics and A/B testing. The objective is to bring compliance and growth functions into a single infrastructure layer rather than forcing marketers to stitch together multiple specialized products.

That strategy places Ours Privacy in a broader CDP market that includes major technology vendors such as Salesforce, Adobe, Oracle and Tealium. Gartner's 2026 research shows that CDPs are expanding beyond traditional marketing use cases toward broader go-to-market operations, data interoperability, AI and decisioning.

Ours Privacy's differentiation is therefore less about inventing the CDP category and more about narrowing it around healthcare's regulatory and operational requirements. General-purpose CDPs can unify customer profiles, support segmentation and activate data across channels, but healthcare organizations may require additional controls around what information can leave their environment and how vendors handle it.

Gartner's 2024 CDP research found that 67% of surveyed organizations had adopted a CDP, while respondents estimated that they were using only 47% of their platforms' available capabilities. The finding underscores a wider challenge in the category: buying a CDP does not automatically produce better marketing. Data quality, governance, activation and organizational workflows determine how much value an organization actually captures.

Ours Privacy says it now serves more than 200 healthcare organizations, ranging from large healthcare companies to digital health startups. Customer Oceans Healthcare says the platform has helped its marketing team balance performance measurement, data utility and patient trust.

The new funding will be used to expand the platform and increase its reach among enterprise healthcare organizations. For the company, that means competing not only with healthcare-specific privacy and analytics vendors but also with established marketing technology providers whose platforms already occupy critical positions inside enterprise stacks.

The larger market question is whether healthcare marketers will increasingly demand infrastructure built specifically around privacy rather than adding compliance controls to consumer-oriented marketing technology after the fact.

That shift could have implications beyond HIPAA. Healthcare organizations must also navigate state privacy requirements, which can impose protections that go beyond the federal baseline. The Office of the National Coordinator for Health IT notes that state and local laws continue to apply to healthcare information and that more protective state requirements can coexist with HIPAA.

For enterprise marketing teams, privacy is consequently becoming less of a legal checkpoint and more of a data architecture decision. Platforms that can combine consent, analytics, experimentation and activation while controlling sensitive information could become increasingly important as healthcare organizations invest in digital acquisition and personalized patient experiences.

Market Landscape

The healthcare marketing technology market sits at the intersection of three expanding categories: customer data platforms, privacy infrastructure and marketing automation.

Traditional CDPs from Salesforce, Adobe, Oracle and other vendors are increasingly adding data governance, activation, analytics and AI capabilities. At the same time, healthcare organizations face constraints that consumer brands typically do not. Patient information can become sensitive through seemingly ordinary interactions, such as booking an appointment or entering symptoms into a website.

That creates an opening for specialized platforms such as Ours Privacy. Its pitch is not simply that healthcare organizations need a compliant CDP; it is that compliance should be embedded in the same infrastructure used to measure campaigns and optimize customer experiences.

The competitive challenge will be proving that specialization can deliver enough functionality and integration depth to compete with much larger enterprise MarTech ecosystems.

Strategic Outlook

The direction of healthcare MarTech is moving toward privacy-aware data activation rather than unrestricted data collection.

As AI, personalization and automated marketing become more sophisticated, the value of high-quality first-party data will increase. But so will the consequences of moving sensitive information into third-party systems without appropriate controls.

For healthcare organizations, the next generation of marketing infrastructure will likely need to connect data collection, consent management, analytics, experimentation and activation while maintaining clear governance over sensitive information.

Ours Privacy's funding signals investor confidence in that model. Its longer-term test will be whether healthcare enterprises view a specialized privacy-first platform as essential infrastructure—or whether established MarTech vendors can provide comparable capabilities through their own healthcare offerings.

Top Insights

• Ours Privacy is targeting healthcare marketers caught between digital measurement and HIPAA requirements, using server-side infrastructure to control sensitive data flows.
• The $15 million Series A reflects growing investor interest in privacy-first healthcare MarTech as patient data becomes harder to activate conventionally.
• Ours Privacy competes with broader CDP ecosystems from Salesforce and Adobe by focusing its platform specifically on healthcare compliance and marketing workflows.
• HHS tracking guidance has made data governance a marketing technology concern, particularly for healthcare websites, telehealth platforms and digital patient journeys.
• Healthcare CDPs are evolving beyond customer profiles toward analytics, experimentation, consent and data activation, creating opportunities for specialized infrastructure vendors.

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