Marketplace Movers: May 2026
Low setup friction reigned supreme this month, with five of the ten partners on the growth charts being free to the customer or requiring no sales call to get started. When friction drops, connections climb. Just like the apple app store, the top free apps still require you to pay, whether it be a subscription, your time or your data. Let’s get into it!
Top Gainers by Volume
Labcorp held the top spot in absolute growth for the second month running. This is existing Labcorp customers downloading their free app, an easier GTM motion than most partners face. When distribution is already in place and the app is free, growth looks different than it does for everyone fighting for net-new logos.
Fullscript is also free to download and pay-by-usage (price passed on to the customer). Depending on configuration it can be revenue producing for practices selling supplements.
Suki and Assort show athena practices are paying for high-quality AI tools from the marketplace, in spite of athena building and releasing native solutions. Note that Assort is roughly a tenth of Suki's size.
Zocdoc had real growth in May, but their marketplace page is buried in one-star reviews. Too early to know if something fundamental changed or if this is a blip. Watching it.
Top Gainers by Percentage
Sematic posted the highest growth rate of the month with its APCM automation solution. Small base for now, but it's pointed straight at the latest value-based care reimbursement wave.
Develop Health continued expanding with its free-to-practice ePA solution. Another free-to-adopt name on the board. Keeping an eye on how new government regulation requiring ePA from EMRs impacts this category on the marketplace.
As a prior product person, Intely surprised me the most. It is an application layer sitting between athena and the builders on top of it, similar to Excalibur Health. It makes you wonder what the athena platform team makes of it. athena is already regarded as an easy EHR to integrate with but apparently it could be easier.
DeepCura and Marvix offer similar ambient-scribe-plus-agent solutions inside the EHR, and both are growing quickly. Marvix is positioned for specialists; DeepCura seems to put an agent on nearly every workflow. Both let a practice start without a sales call. These are AI-native companies that appear to run lean. Keep an eye on them.
I track every partner on the athena marketplace, longitudinally. If you're a marketplace partner trying to understand where you sit in this landscape and what's actually moving, that's the work I do. Get in touch.