Jeff L. Gorski

Founder and Chief Executive Officer

Jeff has been involved in healthcare receivables management for more than 25 years, providing revenue cycle solutions for healthcare providers, including large not-for-profit hospital networks and systems, individual hospitals and large physician groups across the country. As owner and chief executive officer, Jeff ensures that the services PFS Group offers are provided with the highest level of professionalism and attention to client and patient customer service. He makes sure that tasks are executed in the most cost-effective manner possible to exceed client expectations. Prior to creating PFS Group, Jeff was a founding partner of Patient Accounts Service Center (PASC), a large for-profit accounts receivable management company that grew over 12 years to include more than 1,000 employees. PASC served more than 450 healthcare client partners.

Tom Woods
Executive Vice President & Head of Business Development

Tom has been engaged in healthcare accounts receivable management for more than 25 years, providing revenue cycle solutions for health systems nationwide. He is responsible for all business development and marketing activities. He is active in all leading RCM trade organizations.
Prior to joining PFS Group, Tom has maintained ownership and been engaged in both smaller and large national firms to bring expertise in the design and build of effective outsourcing opportunities for its current clients, as well as the creation of new hospital client relationships. Tom has worked with some of the leading health systems in the country in creating cost-efficient solutions to revenue cycle management.
Tom is a graduate of Western State College of Colorado with a Bachelor of Science in Business Administration.

Steve Turnbow
Executive Vice President & Chief Operating Officer

Steve brings more than 30 years of healthcare receivable management experience to PFS Group, including 15 years working directly for large healthcare systems. His responsibilities include the overall leadership of PFS Group focusing primarily on strategies for PFS Group and our clients. Steve's experience has enabled him to successfully implement best practices that allow for PFS Group's seamless integration with our clients' patient financial services departments.
Prior to assuming a lead role at PFS Group, Steve spent six years with Patient Accounts Service Center (PASC), a large, national for-profit accounts receivable management company. His responsibilities included operational management, project management and sales. Steve also spent seven years with HCA, the nation's leading provider of healthcare services, as a Director of Patient Financial Services for several facilities within HCA. His responsibilities included process flow design and management of all facets of operations within patient financial services, including patient access, billing, collections and customer service.
Steve is a graduate of Sam Houston State University with a Bachelor of Business Administration in Finance and has maintained memberships in HFMA and AAHAM since 1989.

Jennifer Urlaub
Executive Vice President & Head of Client Services

Jennifer has been involved in the healthcare finance industry since 2002. Her responsibilities include client relations, project management, regulatory compliance and contract implementation. Active in healthcare organizations including all facets of revenue cycle, Jennifer is a Certified Medical Practice Executive (CMPE) through MGMA, a Certified Revenue Cycle Executive (CRCE-I) through AAHAM and a Certified Professional Compliance Officer (CPCO) through AAPC. Trained in Lean process management, Jennifer is a Six Sigma Green Belt and is currently studying for her PMP. Prior to joining PFS Group, Jennifer managed commercial accounts receivable teams for CHRISTUS Health System and directed cash application efforts for a large Houston practice management firm specialized in radiology billing.
Jennifer is a graduate of the University of New Mexico with a Bachelor of Arts Degree in Journalism and Mass Communications.

Marty Snyder
Chief Creative Officer

Marty spearheads digital marketing, strategic and technology initiatives, such as machine learning applications to optimize revenue cycle collections as well as PatientRev®, a patient payment web application for major health systems. Marty began his career as a media and entertainment investment banker at Merrill Lynch after graduating from Columbia University and has been involved in the healthcare industry since 2001 when he founded HEALnet (Hospital Entertainment and Leisure Network), a company dedicated to bringing Internet and movies to hospital patients. 

Kay Cupelli
Director of Human Resources

Kay Cupelli brings almost thirty years healthcare human resource management to PFS Group. After graduating with a Bachelor’s degree from the School of Business Technology at the University of Houston, she managed a construction company office briefly before entering the field of Human Resources. While Kay’s Human Resources career has been focused in healthcare, the experiences have been very diverse – multi-specialty, multi-location clinic; single specialty multi location provider; multi-state assisted living; and single office group health/workers’ compensation TPAs (third party administrator). Kay spent nine years in all facets of human resources at Kelsey-Seybold Clinic including recruitment, benefits, training, and wage and salary administration of employees, physicians and physician extenders. Thereafter, she then applied that general knowledge as the Director of Human Resources at Health Administration Services, later TriSurant, for thirteen years. Other appointments have been at Hearthstone Assisted Living and Texas ENT Specialists before joining PFS Group in 2013. As head of the Human Resources function, her responsibilities include planning and directing HR activities involving benefits, compensation, recruitment, employee relations, performance management and payroll. She provides daily education and guidance to management and employees alike to help improve and promote employee morale. She also is responsible for ensuring proper legal compliance and consistency of company policies and programs company-wide at the various locations. Kay is very detail-oriented and fast-paced, focused on quality and accuracy, and is passionate about teaching those who want to learn.
Kay has been married for more than thirty years, has three kids, three dogs and one awesome grandson. She is a true local, being born and raised in the Houston area, and living only five streets away from her childhood home!

Jason Brodman
Chief Information Officer

Jason has been involved in the healthcare industry since 1995. His healthcare experience covers a wide-ranging area, including the creation of a data warehouse for all of HCA's billing, payment and PS&R data with feature-rich mining and audit tools. He prototyped a telemedicine Web application for physicians in remote locations, enabling them to leverage their expertise across the country. He has developed a variety of Medicare-related software, ranging from eligibility lookup to PS&R audit.
Prior to joining PFS Group, Jason created the income and sales tax processing system still in use today at the Louisiana Department of Revenue. He has consulted at some of the largest energy companies in the world, helping to streamline their energy trading credit management process: Shell, Merrill Lynch, Constellation Energy, TXU, Reliant Energy, Florida Power & Light, American Electric Power, BC Hydro (Vancouver, Canada), E.On (Munich, Germany) and StatOil (Stavanger, Norway).
At PFS Group, Jason and his team have designed and deployed more than 600 applications which manage client interfaces and audit the A/R process, helping to ensure that PFS Group consistently delivers top-notch service. Jason is responsible for managing software development, client interface deployment and the overall IT/IS infrastructure.

Bryan Rhame
Chief Technology Officer

Bryan has pioneered technological solutions for enterprise organizations since 2005. He has developed a variety of healthcare and telephony solutions including prototyping an advanced dialer solution for Interactive Performance Technologies doing patient outreach. In addition, he designed, developed, and implemented a patient experience solution whereby family members could seamlessly interact with their children via an automated IVR system while under the care of Texas Children’s Hospital System. American National Insurance Company still uses today the pension system Bryan created, maintaining the critical pathways for the retirement of thousands of employees.
Since joining PFS Group, Bryan and his team have designed and deployed more than 1,500 applications which manage client interfaces and audit the A/R process, helping to ensure that PFS Group consistently delivers top-notch service. Bryan is responsible for the software development life cycle of all on-prem and cloud-based solutions, the overall IT and telephony infrastructure of the organization.  Bryan uses his extensive enterprise knowledge to deliver an optimal patient experience by focusing on patient and team feedback.  By integrating this into the SDLC, PFS Group continues to be an industry leader in customer service.

Stephen Rogers
Director of Customer Service

I started 10 years ago in October 2009 in Outbound CS. Previously, I’d done outside sales for UPS and had worked in a call center back in college, but I had no medical background. I hit the floor and tried to make an impression. I applied for, and was accepted to, a role onsite with Houston Methodist. I worked there for about 2.5 years as an onsite, team lead, and then Project Coordinator, before returning to PFS Corporate. Under Steve’s mentorship, I began to grow into the Project Manager role. In addition to Methodist, I ended up as PM or PC or Adena, SCL, St Lukes, Kootenai, Saint Francis, Centegra, Edward Elmhurst, Boca, and Baptist. I benefitted from learning the back end of CUBS, SQL, and the various processes that make PFS work, and I tended to keep a closer tie to operations in order to be more effective as a PM. In May of 2018, I began working directly with operations, and in August of 2018, I was promoted to Director. Since then, my responsibility has been the 300+ CSRs, leaders, strategy, tactics, and forward thinking. Leadership development has become a major focus of mine over the last 18 months, and we created the IDEAL Training as a vehicle to develop leaders within PFS with the right mindset and skillsets to take PFS Group to the next levels.

Victor Espinoza


Alex Villareal
Director of Customer Service

 Alex has been involved with Customer Service revenue cycle for the past 22 years. He started at PFS Group as the first employee, and has carried on the title of the Director of Customer Service overseeing about 300 employees in both our Houston and Crystal City offices. He is responsible for all early out projects that join our organization. Alex is also an active leader in the recruiting process to ensure we recruit, hire and train positive customer service employees who provide excellent service to our clients. Prior to PFS Group, Alex worked for Patient Accounts Service Center (PASC) as the Team Lead of the Payment Plan and High Balance Department. His responsibilities were to resolve high dollar accounts, and to collect and review proper payment plan account flow for 50 healthcare clients.  

Contact Us

Reach out and see how we can make your
operations more efficient