Navigating health systems can feel daunting. But it doesn't have to be that way. We envision a health journey centred on care, support, and collaboration, grounded in proven practices. We're passionate about bridging the gap between complicated systems and getting you the help and guidance you need. Through compassionate conversations and a human touch, we empower individuals and organizations to navigate the complexities and achieve better health outcomes.
We put you first with human connections and by understanding your unique needs.
Don't get us wrong—technology is awesome, but it can't replace the feeling you get from empathy and person-centered care.
We believe in empowering individuals and organizations to confidently navigate complex system, providing the support needed to make informed decisions.
We believe in proven, evidence-based practices that ensure our approach delivers the best possible care outcomes.
We hold ourselves accountable to the highest ethical standards in everything we do.
We think everyone deserves to navigate systems with confidence, no matter their situation.
We put you first with human connections and by understanding your unique needs.
We continuously explore new methodologies and technologies to improve outcomes.
Serefin currently operates globally with over
400 employees across 4 continents
From Wait Times to Efficiency: Our Aha Moment
In Thailand, long wait times and overflowing hospitals presented a major challenge. Skip Schwartz, President of Serefin Health, saw an opportunity to improve care by streamlining the system.
Here, the "aha moment" struck: better care coordination could connect patients with the most appropriate resources, reducing wait times and improving overall efficiency.
Inspired by these results, we founded HealthCare365 to transform healthcare management in Canada.
Serefin's journey began in 2010 with the founding of HealthCare365, Canada's first health management organization. Driven by a passion for simplifying complex systems, we've since expanded beyond healthcare to offer travel and contact center services. Our core mission remains the same through it all: to empower individuals and organizations through human connection and innovative solutions.
Created HealthCare365, the first health management organization in Canada.
Launched the first virtual health concierge service.
Rebranded as Serefin with Health and Experiences divisions.
Launched Serefin Travel.
Omar is responsible for the overall running of Serefin, driving vision and strategy
"My journey has always been about driving transformation and creating value. Whether in healthcare, e-commerce, or travel, my passion lies in building high-performing teams and innovative solutions that meet and exceed client expectations. At Serefin, I am dedicated to fostering a culture of excellence and collaboration, ensuring we deliver personalized and impactful services. The potential to generate meaningful change and progress keeps me motivated and committed to our mission every day."
Omar Ahmad is a senior leader with a proven track record in healthcare, e-commerce, and travel industries. With a focus on building and leading high-performing organizations, Omar has a wealth of experience managing complex business partnerships and strategic negotiations. As Group CEO and Board Member of Serefin since 2022, he has driven the company's mission to offer concierge health services, bespoke customer experience solutions, and loyalty travel redemption services. His leadership has been pivotal in enhancing Serefin's global presence and service quality.
Omar's extensive career includes roles such as Chief Executive Officer at Nursesimple, where he led the rebranding to Serefin, and strategic advisory positions with companies like WestJet and Expedia Corporate Travel. Omar played a crucial role as a member of the founding team that established Expedia.ca. He has successfully founded and scaled multiple startups, including incentriq Canada Inc. and Joob.com, showcasing his expertise in corporate strategy, supplier negotiations, and executing complex projects. Omar holds an MBA from Schulich School of Business and a BA in Economics and Political Science from the University of Toronto.
Skip is responsible for guiding Serefin’s Health division, including Care Concierge, our clinic and mental health initiatives.
"I have always been in the 'caring' business as a health building and system designer or operator. My goal has always been to see how being thoughtful and innovative could improve our collective abilities to care for one another. What I want from our team is to provide a professional and dignified service to our clients. To accomplish this requires great teammates, incredible technology, and a hefty dose of thoughtfulness. When one boils it all down, my aim is to ensure that our version of healthcare centres around a conversation that helps define goals and trust. I like to think that what we try to do is marry old-style family healthcare philosophies with modern technology to allow for longer and more meaningful conversations with our clients. I really want to bring back the old-fashioned idea that we all crave a great service experience, which is so important in healthcare."
Trained as an architect, Skip specialized in healthcare facilities design. He was Partner-in-Charge of Healthcare at NORR Partnership Ltd. He and his team designed award-winning hospitals and clinics across Canada, doing groundbreaking work in architectural planning, long-term care design, and accessibility.
He has operated clinics and hospitals in various parts of the world and was in charge of the healthcare practice in Canada for HOK – one of the world’s largest architecture firms.
Latifa is responsible for leading Serefin’s expansion into the Middle East and Africa across all lines of business
"I believe that life should be lived fully, felt deeply and connected meaningfully to people and purpose. I am, therefore, so inspired each day by the stories of people's lives that I am invited to share. My cup is always empty to learn and grow and I am committed to enabling people on their own personal journey of calibrating their wellbeing. My clinical background has created a unique lens that I have brought to the corporate landscape and now to the wider community. I truly believe that empowering people with the right knowledge, tools, and resources will lead to healthier communities with better wellbeing outcomes for all. I am eager to bring a more proactive approach to health and wellbeing to the Middle East and the world!"
Latifa Soobedar leads Serefin's expansion across the Middle East and Africa, blending clinical psychology expertise with a vision for transformative corporate wellness. With over 18 years in psychology and a Master’s from the University of Stellenbosch, she is a specialist in EMDR, Clinical Hypnotherapy, and CBT.
Seventeen years ago, Latifa moved to the UAE with a mission: to elevate individual potential and revolutionize the corporate landscape. As the founder of Corporate Wellness, she has been a pioneer in integrating clinical psychological insights into business practices in the region.
Beyond the boardroom, Latifa is dedicated to making a difference. She co-founded a relief team that provides psycho-social support in disaster-stricken areas, reflecting her commitment to empowering those in need. As the founder of thirty7point5, she champions mental health and wellbeing, bringing this passion to Serefin to enhance its mental wellbeing initiatives.
Latifa Soobedar is a psychologist and business leader driven by a passion for positive change and a belief in helping people connect more deeply with themselves and the world around them.
Walter is responsible for running Serefin’s outsourced contact center division, Serefin Experiences
"My passion lies in creating transformative customer experiences and fostering loyalty through innovative contact center solutions. At Serefin Experiences, I am dedicated to leveraging my extensive industry knowledge and technical expertise to drive exceptional service delivery. The opportunity to make a meaningful impact on our clients and their customers keeps me motivated and inspired."
Walter Wakulowsky is a visionary leader with over 30 years of experience in the contact center industry. As President of Serefin Experiences, he is committed to delivering exceptional customer experiences and driving client loyalty. Walter's extensive career includes senior and executive roles at some of Canada’s largest contact centers, where he has consistently demonstrated his technical and operational expertise. His previous role as Chief Operating Officer at Tour East Holidays saw him successfully navigate the company through the COVID pandemic, establishing a startup contact center that serviced millions of Canadians in the travel, rewards, and healthcare sectors.
Before joining Tour East, Walter was pivotal in enhancing efficiencies at WestJet’s 800+ agent contact center and establishing a Caribbean-based offshore contact center for Bell Canada. As the founder of Apogee Interactive, he provided consulting, design, and support services across various industries, focusing on contact center technologies and operational and technical support. Walter's leadership has been instrumental in creating robust, scalable solutions that consistently lead to customer satisfaction. He holds a degree in Computer Science from the University of Toronto.
Andrew oversees the company's daily operations, implements effective business strategies, and ensures operational excellence across all departments
"I am deeply committed to creating positive change and adding value to our business through innovative solutions and effective leadership. My journey has been driven by a desire to tackle complex business challenges and make a meaningful impact on the communities we serve. At Serefin, I am proud to lead a varied team dedicated to excellence, continuously striving to improve our services and outcomes for our clients by simplifying their complex journeys. With the right combination of vision, dedication, and collaboration, I believe we can drive progress and make a real difference in people's lives."
Andrew is a dynamic, solutions-focused executive passionate about driving meaningful change and generating value for our clients through innovative services. As Chief Operating Officer at Serefin since 2010, Andrew has demonstrated exceptional leadership and project management skills, fostering a culture of excellence and innovation. His extensive practical experience spans various business functions, including operations, finance, HR and software development, where he has consistently created and implemented best practice business workflows and procedures to serve the business needs.
Andrew’s impressive academic background includes a JD from the University of Toronto Faculty of Law, an MBA from the Rotman School of Management, and studies in International Law at the University of Amsterdam. He has been recognized with numerous awards, such as the Gerald W. Schwartz Silver Medal and the Bora Laskin Prize in Constitutional Law. Andrew is also the founder and director of two startups, Changes On The Fly and Toronto Flag Football, where he has applied his business acumen to develop and build incredible teams that deliver exceptional services to the Toronto community. A passionate community advocate with a proven leadership and business problem-solving track record. Andrew leverages extensive practical experience and project management expertise to drive meaningful change.
As Chief Revenue Officer, Megan is responsible for sales and marketing for Serefin across all its divisions.
"One of my love languages is acts of service. It's been a thread in everything I've done in my career over the last 25 years, and working with the Serefin team has brought that to bear in so many ways. I love our people and our clients, and the work we do ultimately helps so many people in very practical ways, which is what truly gives me purpose."
Megan brings over 20 years of experience in Client Services and Operations to the table. Throughout her career, she's honed her expertise in translating business objectives into practical technology and service solutions across diverse industries like technology, loyalty, travel, healthcare, and beyond. Her experience spans from startups to established businesses, where she's led successful large-scale digital implementations from strategy to production.
Megan's passion lies in understanding the needs of both clients and end users. This deep understanding fuels her focus on change management and adoption strategies, ensuring long-term success. She's a passionate client advocate who fosters strong, profitable partnerships that drive measurable results.
Dr. Kohut is responsible for managing patient care and evaluating and integrating innovative management strategies for patient care.
"I feel immense joy and wonder every day at work, where I have the honour and privilege of caring for people. It's not just about treating their ailments but also about improving their overall health and wellbeing, which makes practicing medicine so fulfilling. By getting to know each individual and offering them the support they need, I can significantly impact their lives. I gain new insights not only about them but also about myself. I feel fortunate to be part of such an extraordinary experience."
As a physician, I have experienced the practice of medicine from many vantage points. I have been in private practice in Brampton and Toronto, and I am a physician with hospital privileges at Mount Sinai Hospital in Toronto. My experience in obstetric and pediatric care and caring for those with complex medical conditions has solidified my belief that "prevention is better than cure."
I'm excited about the prospects of utilizing advanced technologies and AI to improve the quality of virtual and clinical care. I believe that these new capabilities will play a vital role in enhancing communication and coordination of care among patients, providers, and families, thus helping to break down information silos and improving collaboration. By leveraging the strengths of these technologies, we can enhance our abilities to improve the quality of care and deliver better health outcomes for patients while maintaining the human qualities of empathy and ethical judgment. Let's make healthcare not just about treating ailments but creating a vibrant, holistic picture of wellbeing!
Vanessa is Responsible for leading and overseeing the daily operations of Serefin's Health division, including the Care Concierge Program, Autism Program, and EAP Program.
"I am personally driven by a deep commitment to leading our Serefin Health team, guiding them to fulfill their potential for delivering exceptional care. My aim is to achieve more than just positive results; it's about crafting a transformative experience for our clients through innovative and efficient care strategies. I lead by example, fostering a culture of purpose and teamwork. I want to ensure that, together, we're not just meeting expectations—we're defining new ones, continually enhancing how we interact with and improving each client's journey. My desire is that we keep pushing the boundaries of what's possible, making a lasting impact on the lives we touch and shaping a healthcare environment characterized by profound care, understanding, and empathy."
Vanessa is a transformative leader and seasoned Registered Nurse who has dedicated her career to enhancing patient health and well-being. She earned a Bachelor of Science in Nursing with Honors from Brock University and a Master of Nursing in Clinical Nursing from the University of Toronto.
Vanessa has held several key leadership roles, including Director of Education and Clinical Practice, Emergency Clinical Leader Manager, and Corporate Nursing Education Manager. Her profound expertise in developing educational programs, creating and improving processes, and leading interprofessional teams has significantly elevated clinical practices and service delivery at Serefin Health.
Vanessa's strategic vision and adeptness at nurturing collaborative environments are instrumental in driving operational excellence. Her efforts have been pivotal in advancing the organization's mission to deliver innovative and compassionate care, significantly benefiting its communities and setting new standards in healthcare excellence.
Alejandro guides Serefin’s Travel division, including the Travel Rewards programs and Booking Services
"Travel is in my DNA. I got involved in travel when I was 19, arranging a family reunion for a group of friends. Since then, I have been assisting individuals, families, and corporations with travel for what matters most to them: from designing the perfect honeymoon to a family reunion after a long pandemic to organizing important corporate events and client visits. Travel is indeed the only thing you buy that makes you richer; it helps bring people closer and tear down barriers, helping bridge cultural gaps around the world. I believe the world is a better place because of travel, and I am proud to be a part of it!"
A highly seasoned travel industry leader with over 35 years of expertise across various countries, including Canada, the U.S., and the Middle East. As the founder of ADD Consulting, Alejandro dedicated himself to discovering and implementing operational efficiencies within global travel agency operations. He spearheaded the implementation of large online travel agencies while consulting on process efficiencies and profitability for clients, including Expedia, Hotwire, and HRG. He has held senior positions at major industry players, including Sabre Travel Network.
Alejandro leverages his experience managing complex partnerships and billion-dollar contracts to drive operational efficiency, develop and execute corporate strategies, and lead complex projects and transformations. He is also a skilled negotiator, ensuring successful outcomes with suppliers and partners.
Paul oversees all IT activities, including developing the platforms upon which all Serefin divisions rely.
"I am driven by a passion for leveraging technology to solve complex problems and create meaningful impact. Throughout my career, I've seen firsthand how innovative solutions can transform industries and improve lives. My goal is to harness the power of technology to bridge gaps, simplify processes, and enhance experiences for people everywhere. At Serefin, I am excited to lead a talented team in pioneering advancements in digital health and travel, ensuring we stay at the forefront of innovation and deliver exceptional value to our clients."
Paul Methot is an award-winning Executive and IT expert with nearly 25 years of experience, demonstrating a consistent track record of success across companies of all sizes. Known for his creative approach, analytical thinking, and ability to assemble top-tier teams, Paul has become a true innovator in the technology sector. His rare ability to translate complex technical jargon into plain speech has been a key asset in his career, enabling effective communication and collaboration across diverse teams and stakeholders.
Paul began his career with notable companies like Skillsoft, Metafore, and Bell before specializing in security in 2002. As Chief Security Officer for CyberSecure, he won the Microsoft Impact Award for Excellence for his work with the RCMP on CETS, now used in 19 countries to track and capture pedophiles. Paul has since co-founded GreenNexxus, which won awards for environmental initiatives and served as CEO of Pragmatic Informatics, overseeing advanced IT solutions across North America and Europe. He has also led innovative projects in the cannabis industry with Knalysis Technologies and founded Near Threat Analytics Corp, an AI-driven threat analysis service. In 2021, Paul joined Serefin as Group CTO, overseeing global IT activities in digital health, travel, call centers, and loyalty programs, continuing his legacy of technological excellence.