Building Claims Theory: Lindsay Gross on Leadership, Vision, and the Future of RCM 5-30-25

Summary

Becker Private Equity & Business Podcast: Episode Summary

Title: Building Claims Theory: Lindsey Gross on Leadership, Vision, and the Future of RCM
Host: Scott Becker
Guest: Lindsey Gross, Founder and CEO of Claims Theory
Release Date: May 30, 2025

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Introduction

In this insightful episode of the Becker Private Equity & Business Podcast, host Scott Becker welcomes Lindsey Gross, the dynamic founder and CEO of Claims Theory—a consulting firm specializing in revenue cycle management (RCM) within the healthcare sector. As the podcast celebrates surpassing seven million downloads and over 20,000 subscribers, Scott engages Lindsey in a comprehensive discussion about her entrepreneurial journey, leadership philosophies, industry trends, and invaluable advice for aspiring founders.

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Lindsey Gross: Founding Claims Theory

Background and Motivation

Lindsey Gross brings over two decades of experience in the RCM space, having led operations, integrated acquisitions, and managed teams within private equity-backed organizations. Her extensive background equips her with a deep understanding of stakeholder communication and rapid operational scaling.

Lindsey Gross [01:06]: "I started Claims Theory because I wanted to do things differently. I wanted to create a business that brings real clarity to a complex space and one that's built on trust and partnership."

Mission and Services

Claims Theory offers a suite of services including coding and billing audits, staffing augmentation, leadership placement, and strategic consulting. The firm primarily assists organizations navigating significant changes or requiring additional support to optimize their revenue cycles.

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The Entrepreneurial Journey: Anxiety and Excitement

Emotional Landscape of Starting a Business

Scott Becker probes into the emotional dynamics of launching a startup. Lindsey candidly shares her experience balancing anxiety with excitement during the foundational stages.

Lindsey Gross [02:13]: "It's exciting and we're growing quickly right out of the gate, so very fortunate for that."

Growth and Vision

Despite the inherent challenges, Lindsey highlights early successes such as acquiring national clients, launching an industry-focused podcast and newsletter, and successfully placing leaders in key roles. Her enthusiasm stems from the tangible impact Claims Theory is making in providing stability and clarity to client organizations.

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Current Trends in Revenue Cycle Management (RCM)

Staffing Challenges

Lindsey addresses the escalating complexities in the RCM landscape, particularly the growing difficulty in sourcing experienced talent.

Lindsey Gross [03:00]: "We're seeing a push to do more with less... That creates real pressure on teams."

Factors contributing to this challenge include industry burnout, insufficient attraction of fresh talent, and evolving job expectations that extend beyond traditional billing and collections to encompass multifaceted roles involving financial analysis, technology adaptation, and leadership.

Technological Integration and Process Optimization

Lindsey emphasizes the necessity for organizations to invest in advanced processes, smarter technology utilization, and robust leadership to maintain efficiency and financial responsibility without overburdening their teams.

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Focus and Vision for the Future

Achievements and Impact

As Claims Theory approaches its first anniversary, Lindsey reflects on the company's milestones, including national client acquisition, content creation initiatives, and successful leadership placements.

Lindsey Gross [04:48]: "We're helping organizations find stability, clarity, momentum at times when they need it the most."

Strategic Goals for Late 2025

Looking ahead, Lindsey is enthusiastic about scaling the business further, deepening client relationships, and continuing to innovate in the RCM space by integrating people, processes, and technology effectively.

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Advice for Aspiring Founders

Leadership and Team Building

Lindsey underscores the importance of not shouldering all responsibilities alone and building a strong, trustworthy team.

Lindsey Gross [05:56]: "Don't try to do everything yourself... Leadership isn't about having all of the answers."

Continuous Learning and Adaptability

She advocates for ongoing education and staying adaptable to industry changes, emphasizing that successful leaders remain curious and open to new ideas.

Mentorship and Collaboration

Finding mentors and engaging with individuals who possess greater expertise is crucial for personal and professional growth.

Lindsey Gross [07:09]: "Find a good mentor, talk to people that are much smarter than you as frequently as you can."

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Final Thoughts

Scott Becker commends Lindsey for her balanced approach to vision and execution, highlighting her ability to think strategically while effectively implementing solutions. The episode concludes with acknowledgments of Lindsey's contributions and inspiring journey as a founder who adeptly combines innovative thinking with operational excellence.

Scott Becker [07:43]: "Combines thinking and getting things done. A tremendous example that Lindsey Gross, thank you so much for taking the time to visit with us..."

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Conclusion

This episode of the Becker Private Equity & Business Podcast offers a compelling look into the entrepreneurial spirit and strategic acumen of Lindsey Gross. Through candid conversations and insightful reflections, listeners gain valuable perspectives on leadership, industry trends, and the foundational elements necessary for building a successful consulting firm in the complex realm of revenue cycle management.

Transcript

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[Scott Becker]

This is Scott Becker with the Becker Private Equity and Business podcast. We're thrilled recently to pass 7 million downloads and also reach 20,000 plus subscribers under the Becker Private Equity and Business newsletter. We're thrilled today. We always love getting a chance to speak to really smart founders and today is no exception. We're thrilled today to be joined by Lindsey Gross, who has founded a company in the revenue cycle area called Claims Theory. Lindsey, can you take a moment and tell us a little bit about yourself and about founding your own business?

[Lindsey Gross]

Absolutely. Thanks so much for having me on, Scott. So I'm Lindsey Gross, the founder and CEO of Claims Theory. Claims Theory is a consulting firm focused on revenue cycle management in health care. I've spent over 20 years in the RCM space leading operations, integrating acquisitions and teams. I've worked with and for private equity backed organizations and certainly understand how to move quickly and communicate with stakeholders. I started Claims Theory because I wanted to do things differently. I wanted to create a business that brings real clarity to a complex space and one that's built on trust and partnership. We help organizations with everything from coding and billing audits, staffing augmentation, to leadership placement and strategy. Especially when organizations are going through big changes or just need extra support.

[Scott Becker]

Thank you. And talk a little bit about Lindsey, about the anxiety, the excitement. How does it feel when you're starting a new business?

[Lindsey Gross]

Everything that you just said, Anxiety and excitement? Yes. I think initially, early on, when you're figuring out exactly what you want to do, what you want to name the business, the direction you want to go in, there are so many thoughts and ideas and then you kind of really narrow it down and you just go, it is, it's exciting. And I think, Scott, each new conversation, each new person I'm fortunate enough to speak with, I just see things through many different lenses now. But, but no, it's exciting and we're growing quickly right out of the gate, so very fortunate for that.

[Scott Becker]

That's fantastic. What trends are you watching in revenue cycle? It seems to get more complicated all the time. What sort of trends are you watching?

[Lindsey Gross]

Currently it does. There are several trends I'd like to touch on, but I'll start with growing the growing challenge around staffing in RCM space. Specifically finding people who really have the right experience. It's getting harder for a variety of reasons. A lot of seasoned professionals have left the industry, whether that be retirement burnout, just wanting to do something different. And as an industry, we haven't done a great job of pulling in fresh talent or making this a space people actively want to enter, especially as it relates to the next generation of workers. And at the same time, the expectations have shifted. Today it's not just about billing or collections, it's about so much more than that. Navigating increasingly complex payer environments, adapting to new tech, thinking critically across multiple systems, being a financial analyst, being a good coach. That kind of experience is tough to find. We're also seeing a push to do more with less health systems and provider groups are being asked to scale, handle higher volumes, improve turnaround times while all always keeping costs down. That creates real pressure on teams. The challenge is how to stay efficient and financially responsible without burning people out. The organizations that are doing it well are the ones investing in better processes, smarter use of technology and stronger leadership that puts people first.

[Scott Becker]

Fantastic. And talk about as you get going now you've been up and running for a year plus, I think, I don't know how much time exactly, but talk a little bit about what you're most focused on and excited about as you get into this next half of 2025.

[Lindsey Gross]

Yeah, I'm really proud of building claims theory from the ground up and I'm not even just at a year. I will be soon, but not just yet, but in a short amount of time. We've brought on national clients, we've launched a podc, a monthly newsletter with great industry insights. We've sourced and placed some fantastic leaders in new roles. But I think what I'm most excited about is the impact we're making. Scott. We're helping organizations find stability, clarity, momentum at times when they need it the most. Whether it's solving a staffing gap or uncovering process breakdowns in the revenue cycle, we get to step in and and help bring people, process and tech together in a way that actually, that actually works.

[Scott Becker]

Thank you. So you founded a business from the scratch up from the startup. You obviously were inspired some by a mother who is a founder of a business. But talk a little bit about what advice would you give to other founders besides having a mother to learn from, what advice would you give to other founders.

[Lindsey Gross]

Yeah, I think you're right though. It does start with great leaders and great mentors. You know, my, my advice would be don't try to do everything yourself. I think even early, early on as a startup, you learn that very quickly you're not good at everything. And don't forget that your team is everything. Without them, you just can't exist. Not and grow and scale in the ways that I'm sure most, most businesses want to. I've learned over time leadership isn't about having all of the answers. We don't. It's about creating the space for your people to do great work. I think the most successful teams I've seen have trust, clear priorities, a genuine respect for one another. Also keep learning. The industry moves so fast. Leaders who stay curious and open and who are willing to listen and adapt are the ones who thrive.

[Scott Becker]

Thank you so much, Lindsay. It always great to visit with you an incredible founder's journey and any other things you'd like to share about being a founder, about getting a business going. Anything else you could share with our audience to give them some insight into what it's like to start a business?

[Lindsey Gross]

Yeah, it's, you know, I think it takes a lot of work. I don't think you ever stop thinking about what you're doing the next day, what you're going to be doing for your clients, how you can be better, faster, smarter, deliver more than what's asked of you every single day. You know, try to be 10 steps ahead at all times. But again, just, it really comes down to the team. You can't do it alone. You know, find a good mentor, talk to people that are much smarter than you as frequently as you can.

[Scott Becker]

Thank you so much. I love that advice and you do an incredible job of balancing all those different things and getting things done. One of the things about Lindsey that people might not know is aside from being a visionary and building a business, you she also is an incredible operator and capable, competent, execution type person as well, can get things done. Which I think is just a wonderful mix for founding and running a business. Someone that has a vision. It can also get things done. Combines thinking and getting things done. A tremendous example that Lindsey Gross, thank you so much for taking the time to visit with us on the Becker Private Equity Business podcast and telling us a little bit about your founder's journey and about claims theory. Thank you so much for joining us.

[Lindsey Gross]

Thanks for having me, Scott.