About Umbra



We’ve seen the healthcare system from all sides, as patients, family caregivers, health educators, journalists covering healthcare, healthcare leaders and health insurance executives. Most importantly, we are patient advocates.

We connected over our shared passion about how unfair it is that who you are and who you know often determines the kind of care and support you get. We want to make sure everyone who needs help (which we think is almost everyone) gets support to navigate the healthcare system. We believe you shouldn’t have to be insiders like us to get the healthcare you need and pay for.

We’ve taken everything we’ve seen and learned from marketing health insurance to covering healthcare innovators, conducting consumer research, and working one-on-one with patients and families who need help navigating healthcare, costs, and coverage.

We’ve poured all that experience and expertise into building Umbra Health Advocacy to level the playing field for healthcare consumers and help more people access the help they need.

Our Mission

Leveling the playing field for healthcare consumers

No one should have to navigate the healthcare system alone. We’re on a mission to connect anyone who needs help (which is virtually everyone!) to the experts and resources who can help people get the healthcare they need.



Meet the seasoned healthcare leaders dedicated to leveling the playing field for healthcare consumers and making sure that everyone gets the healthcare they need and deserve.

Deb Gordon

Deb Gordon, Co-Founder and Chief Executive Officer

Deb Gordon is a seasoned healthcare executive dedicated to helping consumers make sense of the healthcare system. Deb is the Co-Director of the Alliance of Professional Health Advocates (APHA). She previously served as the CEO of a technology firm serving community-based healthcare providers and as chief marketing officer for a top-ranked Massachusetts health plan. She is the author of The Health Care Consumer’s Manifesto: How to Get the Most for Your Money (Praeger 2020) and a contributor at Forbes.com. Her work has also appeared in the Harvard Business Review blog, USA Today, JAMA Network Open, and the Journal of Participatory Medicine, among others. Deb has been recognized as an Aspen Institute Health Innovators Fellow, an Eisenhower Fellow, and a Boston Business Journal 40-under-40 honoree. Deb earned a BA in bioethics from Brown University and an MBA with distinction from Harvard Business School.

Dena Feingold

Dena Feingold, Co-Founder and Chief Operating Officer

Dena Feingold, BCPA, is a Board-Certified Patient Advocate with a background in communications, and a professional work history in the field of advocacy and engagement. She was a Community Health Educator with Cigna Health and Kronos Biometric Screening Services, and a Community Engagement Representative with Be The Match. Prior to her current role as the Co-Director of the Alliance of Professional Health Advocates (APHA), Dena was an independent Patient Advocate, providing professional patient advocacy services for the pediatric patient population. She is a volunteer with the National Organization for Rare Disorders (NORD) and the Rare Action Network of California, the Gaucher Community Alliance, and the Patient Advocate Certification Board. Dena is also an instructor with Cleveland State University’s Nursing Continuing Education Program in Patient Advocacy. She holds a BA from the Cronkite School of Journalism from Arizona State University and completed a Patient Advocate Certificate Program through UCLA Extension.