Brian Capra, DC
President
Owned and operated Advanced Chiropractic and Wellness in Princeton, NJ. Founded Genesis Chiropractic Software and grew it to a multi-million-dollar enterprise.
Our Leadership
The family that runs the platform runs the practice with you.
Three practicing chiropractors and one family, on the same software your office runs on. The people who own it are the people who build it.
Chiropractors on the leadership team
Dan Gogliotti, DC
Associations & State Boards
Works at the intersection of healthcare, technology, and partnerships — helping organizations function without unnecessary complexity. Clinical care, healthcare operations, and go-to-market execution, which lets him translate what providers actually need into growth that scales.
Michelle Hudgins, DC
Doctor Community
Still adjusts patients every week, in her own practice in Northeast Alabama. Activator Methods and Webster Technique certified, specializing in pediatric and perinatal care.
G2 Leader — every quarter since Fall 2022
G2 Best Support badge · Practice Management, Spring 2026
The family
Yuval Lirov, PhD
Founder & CEO
Brought straight-through processing from Wall Street to medical billing.
Erez Lirov
Chief Technology Officer
Wrote the software your front desk opens every morning.
Roy Lirov, MD
Chief Medical Officer
The surgeon who codes. Owns how your notes hold up when a payer challenges them.
Reuven Lirov
Chief Operating Officer
Brought Lean Six Sigma to practice operations and billing.
How we deliver
We don't farm your billing out to a vendor. Your billers are our employees, in our own centers, on our own software.