Brad Nations is the Founder and Principal of JB Advisory, a strategic advisory firm that helps healthcare innovators, employers, and healthcare organizations navigate the complexities of the U.S. healthcare market.

With more than 25 years of experience in healthcare strategy, commercialization, and digital health innovation, Brad has worked across nearly every segment of the healthcare ecosystem—from early-stage startups and venture-backed digital health companies to health plans, employers, and large healthcare organizations.

Brad founded JB Advisory to provide practical, experience-driven guidance to organizations operating in one of the most complex and rapidly evolving industries in the world. His work focuses on helping healthcare innovators develop effective go-to-market strategies, refine product-market fit, and position their solutions for success with key healthcare buyers, including employers, health plans, health systems, consultants, and brokers.

In addition to advising companies bringing solutions to market, Brad also works with healthcare purchasers—including employers and health plans—to help them evaluate emerging healthcare solutions and navigate an increasingly crowded and fragmented vendor landscape. His experience working on both sides of the healthcare marketplace provides unique insight into how healthcare decisions are actually made and what drives meaningful adoption.

Brad’s advisory work also includes supporting international healthcare companies seeking to enter the U.S. market. Through education, market analysis, and commercialization strategy, he helps global healthcare innovators better understand the structure, stakeholders, and competitive dynamics of the U.S. healthcare system.

Prior to founding JB Advisory, Brad held leadership roles across several healthcare innovation companies, including Castlight Health, ConsumerMedical, Extend Health, and FOLX Health. Throughout his career, he has worked closely with healthcare purchasers, consultants, and channel partners to bring new healthcare solutions to market and expand access to innovative care models.

Brad’s approach to advisory work is grounded in real-world operating experience and a pragmatic understanding of how healthcare markets function. His goal is simple: help organizations make smarter decisions, avoid costly missteps, and build strategies that reflect how healthcare actually works.

Brad holds a Master of Science in Health Care Transformation from the University of Texas at Austin and a Bachelor of Arts in Speech Communications from Texas State University.