We built the denial-fighting tool the insurance industry hoped would never exist.

The Denial Epidemic

Insurance companies deny 300 million claims every year. Fewer than 1% are ever appealed. Of those that are, up to 70% are overturned. That gap — between denials issued and denials fought — is the insurance industry's profit margin.

It's not an accident. Insurers have built denial engines designed to outlast you. They have entire departments dedicated to saying no. They're counting on you not fighting back. And here's what they don't want you to know: 30% of denials are caused by billing errors that become the evidence for your appeal — if you know where to look.

You had nothing. Until now.

Why a Logistics Executive Built a Denial-Fighting Platform

Scott Ruffin spent nearly three decades building operational systems at Amazon and Walmart — using data to find patterns and build automation around them. He founded Amazon Air. He scaled a logistics startup to $50M in revenue.

Then he got a denial letter. And started digging.

“The insurance industry uses the same playbook I spent 20 years studying: systematic friction designed to make people give up. Denied claims that never get appealed. Billing errors hiding inside denials that no one ever finds. Procedures billed separately that should be billed together. The complexity isn't a bug — it's a feature. Every layer of confusion between you and a correct claim generates revenue for someone.”

He built Kupu to be the patient's counter-system. When your claim is denied, Kupu analyzes the denial, finds the billing errors hiding inside it, generates your appeal, and manages the fight through resolution. The same analytical rigor applied to supply chain optimization — applied to fighting the insurance industry's denial machine.

The Mission

Fix the patient financial experience.

Not one piece of it — all of it. Denied claims fought and won. Billing errors caught before they become denials. Insurance accounts tracked and protected. Appeals coached and managed. One app. Every healthcare financial crisis. Finally under your control.

We're on the patient's side. Your insurer has a denial department. Now you have Kupu. Every person should be able to fight back with the right evidence, the right language, and the right tools. The healthcare system wasn't built for you — Kupu was.