About us

What we do
When things are clear, easy and relevant for patients, providers form stronger relationships, minimize administrative burden and achieve better financial results, so what’s good for patients is good for providers. At Cedar, we foster that mutually beneficial relationship through proven expertise and modern technology. We combine the best techniques of fintech, ad tech, consumer and healthcare to help providers understand and engage patients more effectively.

Florian Otto, MD, PhD

Co-Founder / Chief Executive Officer

An accomplished entrepreneur and former physician, Florian now drives growth and sets overall direction across all facets of Cedar’s operations. Prior to founding Cedar, Florian was an executive at Zocdoc where he drove the commercial adoption of the platform. Florian also founded a daily deal company in Brazil (ClubeUrbano) that was eventually acquired by Groupon. After the acquisition, he became Chief Executive Officer of Groupon Brazil, growing the company to one of Groupon’s top three international markets. Florian began his business career as a strategy consultant at McKinsey & Company within their healthcare practice. Florian holds a M.D., D.D.S. and PhD from the University of Freiburg, Germany.


Arel Lidow

Co-Founder / Co-Chief Maker

Arel sets the strategic and technical direction for Cedar’s product line and leads the “Makers” team, which includes engineering, product, design and data science. Prior to founding Cedar in 2016, Arel was VP of product at AppNexus where he supervised the development and launch of the company’s flagship products. He was recognized as an honorary founder and received the “Founder Award” for his contributions to the company. Arel began his career as a technology associate at Bridgewater Associates, working on trading systems for the world’s largest hedge fund. He graduated from Princeton University with a B.S.E. in electrical engineering and a certificate in finance.

Our leadership

team meeting

Work with us

Team-oriented. Fast-paced. Mission-led. We bring together a deep understanding of data science, technology, experience and design to solve an important healthcare problem in a unique way. Our team includes a diverse group of talented, problem-solvers and change-makers who are building something transformational. If you thrive when pushing boundaries, moving mountains and challenging the status quo, you’ll find your crew here.


Joel Allison

Former CEO of Baylor Scott and White Health

Senior Advisor to the Robbins Institute on Health Policy and Leadership at Baylor University Business School

Board member: Radiology Partners

Linda Finkel

President and CEO, AVIA

Former Chief Operating Officer of Accretive Health (now R1 RCM)

Brad Hayes

Former CFO of LabCorp

Board of Trustees: The University of North Carolina at Greensboro

Janice Nevin, MD, MPH

President and Chief Executive Officer, ChristianaCare

Board member: American Hospital Association, America’s Essential Hospitals, Cross Country Healthcare, Delaware Business Roundtable and the Delaware State Chamber of Commerce

Joel Perlman, CPA

Former EVP & CFO Montefiore System

Board member: CAQH-CORE The New York Clinical Data Research Network Healthfirst Inc.

Jeffrey Sachs, DDS

Founder, Sachs Policy Group

Former Senior Health and Human Services Advisor to Governors Hugh Carey and Mario Cuomo

David Shulkin, MD

Ninth Secretary, US Department of Veteran Affairs

Distinguished Health Policy Fellow Leonard Davis Institute of Health Economics, University of Pennsylvania

James Olsen

Founder and Managing Partner, Concord Health Partners


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