{
  "id": "geoh",
  "name": "Geoh",
  "category": "addon",
  "tagline": "Indianapolis-based, $36M-funded billing vendor — takes 3-5% of revenue. The biggest growth-tax fight in Indiana.",
  "oneLineFraming": "The most important add-on competitor in the Indiana market. Geoh is well-funded ($36M) and entrenched — but their percentage-of-revenue pricing model is fatal at scale. We have an active 130-client deal in pursuit (Latonya at In Home Personal Care, agreement sent Mar 13, pending signature). Always lead with the growth math, never represent the Latonya deal as closed. NOTE: in some Gong transcripts (e.g. C&C Probity, Mar 9) the speaker says 'Jio' — this is the auto-transcription of 'Geoh' (pronounced jee-oh). Treat all Jio mentions in Gong calls as Geoh.",
  "transcriptionNote": "Geoh is pronounced 'jee-oh' and Gong frequently auto-transcribes it as 'Jio.' Any 'Jio' reference in a Gong call (notably Natalie's C&C Probity call Mar 9 2026) is Geoh. Same company, same Indianapolis HQ, same $36M funding, same 3-5% of revenue billing model.",
  "company": {
    "founded": "Verify",
    "hq": "Indianapolis, IN",
    "employees": "Verify",
    "ownership": "Privately held — $36M funded",
    "notableInvestors": "Verify funding round details",
    "estCustomers": "Significant footprint among Indiana homecare agencies — non-medical PCA and Medicaid-billing"
  },
  "product": {
    "primaryProduct": "Geoh (billing platform / managed billing services)",
    "targetSegment": ["SMB", "Mid-Market"],
    "serviceLines": ["Medicaid PCA billing", "Indiana state billing workflows"],
    "deployment": "Cloud / managed billing layer",
    "evvSupport": "Submits to state EVV — not the aggregator",
    "keyFeatures": [
      "Claim submission and management",
      "Indiana-specific Medicaid billing workflows",
      "Outsourced billing operations option"
    ]
  },
  "pricing": {
    "model": "Percentage of revenue — typically 3-5% of billed amount",
    "knownPricing": "Verbatim math (Indiana conference site): '60 clients × $30K/yr = $1.8M revenue. At 3-5%, you're paying Geoh $54K-90K/year — that's $1,000-1,700/week just for billing.' Real customer (Latonya, In Home Personal Care): $3,000/week to Geoh = $12K/month. Small-agency anchor (Natalie verbatim, C&C Probity Mar 9, transcribed as 'Jio'): 'Average client = $30K/yr × 4 = $120K. Jio charges 3-5% = $300-500/week.' That's the same 3-5% Geoh math at 4-client scale.",
    "contractTerms": "Verify — typically annual",
    "typicalDealSize": "Scales with agency revenue — punishes growth"
  },
  "elevatorPitch": "Geoh charges 3-5% of every dollar you bill. Sounds small until you do the math. Sixty clients at $30K each is $1.8M in annual revenue — Geoh takes $54-90K of that. Every. Year. Pavillio is flat $2,500/month for that size agency. Latonya at In Home Personal Care was paying Geoh $12K a month. We sent her the Pavillio agreement Mar 13 — deal is pending, not yet closed. Don't claim it as a win on a call; use it as an active-pursuit example. The bigger you get, the more Geoh costs. The bigger you get, the cheaper Pavillio gets per dollar billed.",
  "theirStrengths": [
    "Well-funded ($36M) — real platform investment runway",
    "Indianapolis-based — strong local presence and Indiana-specific Medicaid knowledge",
    "Familiar to Indiana PCA agencies — entrenched incumbent",
    "Outsourced billing model means agencies don't need an in-house biller"
  ],
  "theirWeaknesses": [
    "Percentage pricing scales linearly with revenue — fee compounds as agency grows",
    "Most agencies don't track the actual monthly $ paid to Geoh — opaque cost",
    "Not the EVV aggregator — submits TO Sandata (which is Pavillio/HHAeX)",
    "Doesn't replace payroll, scheduling, or MCE integration — agencies stack vendors on top",
    "Lock-in: Geoh holds agency billing history, switching feels riskier than it is",
    "Per the Latonya story: Geoh tried to retain by telling her 'wasn't gonna work out' — defensive, not value-additive"
  ],
  "whyWeWin": [
    "The Growth Math Kill Shot — concrete dollars: 'Geoh charges 3-5% of revenue. A 60-client agency doing $1.8M/yr pays them $54-90K/year.' Then Pavillio = flat $2,500/month.",
    "Natalie's verbatim landed-well line (C&C Probity Mar 9, 'Jio' = Geoh): 'Adding additional clients while taking a percentage of revenue can be debilitating from a growth perspective.' Phrase to steal — delivered casually, not as a sales tactic.",
    "Latonya (In Home Personal Care) — active pursuit; was paying Geoh ~$12K/mo, Pavillio agreement sent Mar 13 awaiting signature. Pending, NOT closed — frame as 'we're working with' not 'we won'.",
    "Pavillio replaces Geoh + payroll + scheduling under one flat fee — multi-vendor consolidation",
    "We're the state EVV aggregator — Geoh's claims flow through us anyway",
    "Two pricing tiers beat Geoh's % at any scale: Pavillio base $290/mo (DIY billing through the platform) OR Pavillio managed billing $1,200/mo flat. Both replace Geoh's 3-5% take. Above ~$24K/week in billing the 5% Geoh model already exceeds our managed flat fee.",
    "Phil's retention counter: 'We've done this for 12 years and have yet to lose a customer for dissatisfaction.' (Use when Geoh's retention team gets aggressive.)",
    "At scale (350-client agency = $300K+/yr in Geoh fees), the math is unwinnable for Geoh"
  ],
  "whyWeLose": [
    "Agency is mid-Geoh-contract and doesn't want to navigate the switching cost yet",
    "Owner has personal relationship with their Geoh billing rep — switching feels personal, not just operational",
    "Agency owner can't (or won't) do their own billing — Geoh's managed services genuinely fill the labor gap; need to lead with Pavillio managed billing ($1,200/mo flat) not the base tier",
    "Tiny agency (<5 clients) where 3-5% is genuinely small in absolute dollars",
    "Geoh's retention team gets aggressive — 'wasn't gonna work out' fear-tactic can work on hesitant owners"
  ],
  "objectionHandlers": [
    {
      "objection": "Geoh's 3-5% isn't that much",
      "response": "Let me do that math out loud. Sixty clients at $30K each is $1.8 million a year. Three percent is $54,000. Five percent is $90,000. Per year. Every year. Pavillio is flat $2,500 a month — about $30K a year — and that scales the same whether you're at 60 clients or 200. Latonya at In Home Personal Care was paying Geoh $3,000 a week. She switched to us and saved over $100K her first year."
    },
    {
      "objection": "Geoh knows our state's billing — switching feels risky",
      "response": "Pavillio IS the state EVV aggregator in Indiana — we don't just know the billing rules, we built them. Every claim Geoh submits flows through Sandata, which is us. You're already paying Geoh to pass claims through our system. Switching to Pavillio is going direct to the source."
    },
    {
      "objection": "Geoh just told us switching 'wasn't gonna work out' — we're worried",
      "response": "That exact line was used on Latonya at In Home Personal Care before she switched to us. The Pavillio team has done this migration many times — we've been doing it for 12 years and have yet to lose a customer for dissatisfaction. Geoh's retention team has every reason to scare you. We can run parallel for 30-60 days so you see both systems billing the same claims side by side. No risk."
    },
    {
      "objection": "We just signed with Geoh — too soon to switch",
      "response": "Fair. Two questions: how much have you paid Geoh in the last 12 months, and what did they fix? If you're still seeing the same denial issues, still uploading manually, still paying a percentage on every dollar of growth — Geoh's the wrong long-term answer. Rather you see Pavillio now and renegotiate at your renewal than spend another $50K with Geoh while we wait."
    },
    {
      "objection": "Geoh has an Indianapolis office — they're local, you're not",
      "response": "We have a Bloomington Minnesota office and we serve Indiana agencies extensively. Latonya at In Home Personal Care, Latasha at Inspirational Home Care — those are Indiana agencies we're actively working with. Locality matters less than execution: we're the state EVV aggregator, we handle Indiana's PCA waivers, we know the July 1 Medicare mandate. The geography of the office isn't what matters — the depth of the state integration is."
    },
    {
      "objection": "Geoh handles all our billing — we don't want to do it in-house",
      "response": "Two options for you. Pavillio base is $290/month — you do your own billing through our platform, which is faster than Geoh because we scrub the claims upstream. Or Pavillio managed billing is $1,200/month — flat, not a percentage. Let's run the math: what's your weekly billing volume? If it's over about $24,000/week, the 5% Geoh model is already past our managed billing flat fee."
    },
    {
      "objection": "Geoh's managed billing means I don't have to hire a biller",
      "response": "Same model on our side — $1,200/month flat for managed billing. Difference: ours is a flat fee, not a percentage. So when you add your 5th, 10th, 20th client, you're still paying $1,200. Geoh's fee triples or quadruples. Add the platform features — scheduling, payroll, EVV — and you're consolidating 3 tools into one bill."
    },
    {
      "objection": "Geoh is only 3-5%, that's not that much",
      "response": "Let me do that math out loud at your scale. Average homecare client is around $30K a year. If you have 4 clients, that's $120K a year — $2,300 a week. 5% of that is $115 a week, $500 a month, $6,000 a year. If you have 8 clients, double it. Twenty clients? Triple it. Every new client adds to Geoh's fee forever. Pavillio's flat fee doesn't move when you grow. Natalie used this exact math on a C&C Probity demo — landed because it makes the % concrete."
    },
    {
      "objection": "Switching billing vendors is too risky — Geoh has all our data",
      "response": "Fair concern. Pavillio's implementation team handles the data migration — we've done it many times from Geoh specifically. We can run parallel for 30-60 days so nothing falls through the cracks. The bigger risk is staying on Geoh another 12 months: every new client costs you another 3-5% in perpetuity. Want to see what one quarter of parallel looks like?"
    }
  ],
  "landmines": [
    {
      "question": "How much did you pay Geoh last month — not the percentage, the actual dollar amount?",
      "whyItWorks": "Most Geoh customers track the percentage but never compute the $. The number is usually shocking when said out loud."
    },
    {
      "question": "If you doubled your client count next year, what would Geoh cost you?",
      "whyItWorks": "Surfaces the growth-tax. % scales linearly; Pavillio flat fee doesn't. Their answer becomes the close."
    },
    {
      "question": "What's your weekly billing volume?",
      "whyItWorks": "Get the input for the Geoh % → $ math. Then compute the annual fee out loud."
    },
    {
      "question": "How are you handling payroll, scheduling, and EVV — is that all Geoh, or separate tools?",
      "whyItWorks": "Geoh is billing-only. Pavillio is platform. Surfaces the vendor consolidation surface area."
    },
    {
      "question": "When was the last time Geoh caught a billing error BEFORE submission, vs after?",
      "whyItWorks": "Geoh is downstream. Pavillio is upstream (we scrub claims before they hit Sandata). Tests their pain point."
    },
    {
      "question": "How many other Indiana agency owners do you know — and how many are on Geoh too?",
      "whyItWorks": "Referral surface area. Latonya referred multiple agencies after her switch. Indiana market is tight-knit."
    },
    {
      "question": "If you had one thing about Geoh you could change tomorrow, what would it be?",
      "whyItWorks": "Verbatim from Natalie's C&C Probity prep (where Geoh was transcribed as 'Jio'). Opens real pain beyond what the prospect has volunteered."
    },
    {
      "question": "Are you on Geoh for the billing service, or because their software is good?",
      "whyItWorks": "Separates the labor problem from the platform problem. Pavillio solves both — base tier for DIY ($290) and managed tier for outsourced billing ($1,200). Geoh only solves the labor problem (at percentage cost)."
    }
  ],
  "talkTracks": {
    "discovery": "Get the agency's weekly or annual billing volume EARLY. That's the input you need for the kill-shot math. Then ask 'And what's Geoh's percentage on that?' — and SAY THE ANNUAL DOLLAR NUMBER OUT LOUD. That's the moment the prospect feels the cost.",
    "differentiation": "Two demos that win: (1) the growth math (Geoh's % × billing volume = $X/year vs Pavillio's flat $2,500/month at scale); (2) the end-to-end billing flow showing claim scrubbing upstream of Sandata. The 'aha moment' is the 'send to payer' step in the demo.",
    "closing": "Anchor the math at their scale: 'You said $X/week in billing at Y% = $Z/month to Geoh. Pavillio is either $290/month if you can do the billing yourself, or $1,200/month flat managed billing — pick your tier.' Then: be careful with the Latonya example — deal is PENDING, not closed. Honest framing: 'We've got a 130-client Indiana agency owner on Geoh at $3,000/week — we sent her the Pavillio agreement; the math would save her about $100K a year. That's the kind of deal we're built for at scale.' Don't claim it as a win until signature is received. Get the calendar hold for the follow-up before hanging up."
  },
  "redFlagsForProspect": [
    "Percentage-of-revenue pricing is a growth tax — fee compounds as agency grows",
    "Most Geoh customers don't track the actual monthly $ amount — opaque true cost",
    "Geoh is billing-only — still need separate tools for payroll, scheduling, EVV",
    "Geoh retention team uses fear tactics ('wasn't gonna work out') — sign of weak retention case",
    "$36M funded competitor pressure means Geoh has runway to fight, but their model doesn't scale"
  ],
  "winStories": [
    {
      "customer": "In Home Personal Care (Indiana)",
      "owner": "Latonya Kelly",
      "context": "Running 3 businesses (in-home PCA, BEAS, adult day) on Geoh at $3,000/week ($12K/month). Indiana, 130+ clients.",
      "outcome": "PENDING — contract sent Mar 13 2026, signature not yet received. Last status: active prospect on Mar 16. NOT in early-April closed-deals list. Do NOT represent as a win. Frame as an active-pursuit reference: 'A 130-client Indiana agency owner we're working with paying Geoh $12K/mo — we'd save her about $100K/year if she signs.'",
      "quote": "I'm definitely interested. I don't know what I'm supposed to do to start or move forward.",
      "retention_attempt": "Geoh told Latonya the switch 'wasn't gonna work out.' Phil's counter: 'We've done this for 12 years and have yet to lose a customer for dissatisfaction.'"
    },
    {
      "customer": "C&C Probity Homecare",
      "owner": "Cierra Mickens (co-owner); Carla = billing DM",
      "context": "Small Indiana agency on Geoh (transcribed as 'Jio' in the Gong call) for billing at 3-5% of revenue. Natalie ran a Mar 9 2026 Pavillio demo.",
      "outcome": "PENDING — Monday 1 PM follow-up booked with Carla (billing DM). Not in confirmed closed-deals list. Frame as 'active pursuit' — Natalie's $300-500/week math + 'debilitating from a growth perspective' line both 'landed well' per Harry review. No signature yet.",
      "quote_to_steal": "Adding additional clients while taking a percentage of revenue can be debilitating from a growth perspective. (Natalie Aronson, C&C Probity demo Mar 9 2026 — rated one of Natalie's three Phrases to Steal in Harry's review.)"
    }
  ],
  "stats": {
    "sentimentSummary": "From Indiana conference site + Gong call reviews: Geoh is THE dominant competitor in Indiana PCA agency space, but the percentage-pricing model is fatal at scale. The Latonya case is the canonical proof point at scale; the C&C Probity case (transcribed as 'Jio') is the canonical proof point at 4-client scale. 'Growth math kill shot' is the conference site's recommended close angle."
  },
  "sources": [
    "Indiana conference site (indiana-conference-site.html) — full Geoh battle card with verbatim kill-line",
    "Gong: In Home Personal Care win story (Latonya, Phil close)",
    "Gong: C&C Probity Homecare — Natalie Aronson — Pavillio Demo (Mar 9 2026) — note 'Jio' in transcript is Geoh auto-transcription",
    "Gong COMPETITOR MENTIONS SUMMARY — 'Geoh (3-5% rev, $36M funded)'",
    "harry-memory-2026-03-16.md — pending Latonya deal close"
  ]
}