What They Do

GreenKey Health is transforming sleep medicine by partnering with major payors to redesign how sleep-disordered breathing is managed. The company is building a comprehensive, software-managed Value as a Sleep Service (VaaSS) platform that delivers accessible, highly compliant, personalized clinical pathways for individuals diagnosed with obstructive sleep apnea (OSA). Using its proprietary phenotyping engine, GreenKey combines physician-led, patient-centered, data-driven care with Zzoma (pictured below), its FDA-cleared Class II medical device that treats positional OSA, a condition that affects up to 50% of patients diagnosed with OSA.

“A massive percentage of the patient population struggles with or doesn’t clinically require a CPAP,” said CEO Michael Markus. “Sleep is the ultimate gateway for overall cardiopulmonary and metabolic health, and we are delivering precise, data-driven therapies that match actual patient needs while removing unnecessary costs from the healthcare system.”

The Challenge

When GreenKey introduced Zzoma in 2010 as the first clinically validated alternative to CPAP therapy, its greatest challenge was navigating the complexities of healthcare reimbursement. Despite strong clinical outcomes and supporting trial data, achieving broad, scalable insurance coverage required shifting the industry toward a value-based approach to treating obstructive sleep apnea. A major turning point came when providers within the Department of Veterans Affairs began prescribing positional therapy across 88% of the VA sleep center network. In 2025, the VA and Department of Defense established a medical policy recognizing positional therapy as a first-line clinical intervention.

How Ben Franklin Helped

Ben Franklin Technology Partners of Southeastern Pennsylvania provided a $500,000 investment to support GreenKey’s expansion while also connecting the company to its enterprise network and regional resources. Ben Franklin’s institutional validation opened immediate doors to sophisticated investment partners throughout Pennsylvania, accelerating GreenKey’s ability to build a mature corporate infrastructure and supply chain network.

“Ben Franklin helps scaling companies develop the necessary discipline for institutional growth. They provide the structure, diligence, and resources to help an organization mature. Because they are actively in the weeds with you, it truly feels like they are an extension of your own team.”

– Michael J. Markus, Co-Founder & CEO, GreenKey Health

Key Outcomes

In a watershed moment for the company, a major commercial insurer representing more than 26 million Blue Cross Blue Shield covered lives established a formal reimbursement policy for Zzoma positional therapy. Combined with the shift in VA and Department of Defense medical policy, this milestone validates the growing demand for personalized alternatives to a one-size-fits-all approach to obstructive sleep apnea treatment and positions GreenKey for broader commercial adoption.