Apricot, a startup building an AI-native documentation platform for post-acute care, has secured a Series A funding round led exclusively by software investor Insight Partners. The company is tackling what its founder calls the “most expensive and painful problem” in home healthcare: the two-hour administrative sinkhole known as the Start of Care (SOC) visit.
For patients receiving care at home, the first visit from a nurse should be about establishing trust and a plan for care. Instead, it’s often dominated by a clinician tapping through hundreds of required fields on a tablet. “It undermines the very spirit of patient care,” said Trent Smith, Apricot’s founder and CEO, in a statement.
Smith isn’t a typical SaaS founder parachuting into a new industry. Before starting Apricot, he founded and ran his own home health and hospice agency for seven years, giving him a ground-level view of the problem. That experience is central to Apricot’s pitch: this isn’t just a workflow tool, it’s a solution built by someone who has lived the inefficiency.
AI-native, not AI-adjacent
Apricot’s platform uses AI to streamline the entire documentation process, aiming to give clinicians back hours they can spend with patients. By starting with the SOC visit—the most complex piece of the documentation puzzle—the company built a core product designed to meet the highest compliance and integration standards from day one.
The approach has attracted customers ranging from regional operators to national agencies and has now caught the eye of a major investor. The Series A marks Insight Partners’ first investment in an Oklahoma-based company, a significant vote of confidence in both Apricot and the region’s growing tech scene.
“We believe Apricot is the clear category leader in post-acute care technology,” said Sophie Beshar, an investor at Insight Partners who will join Apricot’s board. Beshar noted the platform’s ability to generate “immediate ROI” for both clinicians and back-office teams.
With the new capital, Apricot plans to accelerate hiring and expand its platform to cover all remaining visit types in post-acute care, including therapy and routine visits. For Insight, it’s a bet on a founder with deep domain expertise and a company using AI to solve a specific, high-cost problem in a massive industry. For clinicians and patients, it could mean the end of the two-hour visit and a return to patient-first interaction.
