M-Advisory

The Practice

A principal steps in — not a consultant.

M-Advisory is an interim executive practice founded in 2001 by Roberto Martinez. We provide hands-on CEO, COO, and CFO leadership to healthcare and essential-service companies navigating a transition: a gap in the C-suite, a post-acquisition integration, a turnaround, or an ownership event on the horizon.

The difference is accountability. Our principal takes the seat, runs the operations, and owns the outcomes — not a project plan delivered from the outside, but executive leadership from the inside with operator experience behind it.

Since 2001, M-Advisory has served businesses in managed care, primary care, insurance, real estate services, and financial services across Florida and the Eastern U.S.

What We Do

Engagements are built around the business, not a template.

Interim CEO

Step-in leadership during a leadership gap, ownership transition, or strategic pivot — with full operational accountability.

Interim COO

Operations, teams, and execution — stabilizing the business while permanent leadership is identified or a transaction closes.

Interim CFO

Financial oversight, reporting, lender and investor relations, and capital structure — for companies in transition or under PE ownership.

Operating Partner

Embedded with PE sponsors or family offices post-acquisition to drive integration, performance improvement, and exit readiness.

CEO Through Acquisition

For sponsors who need an experienced operator in the seat from LOI through post-close stabilization — M-Advisory's principal steps in as hired CEO, not as a capital partner.

Turnaround & Stabilization

Rapid triage and operational reset for businesses under financial or operational stress — with a focus on preserving value and preparing for what comes next.

Selected Experience

Operator, interim executive, and strategic advisor — 2001 to present.

Reliance Medical Centers

Co-CEO & Co-Founder — Built value-based Medicare Advantage primary care platform from inception to ~$60M revenue; MLR under 63% for five consecutive years; 40%+ Medicare Advantage member growth year over year. Led full exit to Conviva Care Centers (Humana subsidiary) in 2023.

JMH Health Plan · Jackson Health System

COO / Acting CFO — Oversaw Medicare, Medicaid, and Commercial HMO lines for one of the largest public health systems in the US. Three days after arrival, led a five-day intensive response to an OIR compliance letter threatening regulatory takeover — averted. Co-authored the winning Florida Statewide Medicaid Managed Care (MMA) ITN proposal, awarded a Broward County contract in the most complex healthcare procurement in Florida history.

Health Family Insurance (HFI)

Interim COO — Designed and launched a 600-seat virtual call center across five states; grew policies in force from 85,000 to 125,000 (47%) in one year. Company reached 250,000 policies and was subsequently acquired.

AvaHealth / Key Insurance Plan

Interim CFO — Parachuted into a distressed Florida PPO under OIR Show Cause proceedings; assessed risk, negotiated directly with regulators, and engineered an orderly investor exit.

MediClassic / MCCI Group

EVP Finance & Operations — Launched and grew regional health plan from zero to 10,000 members; recruited 500 agents in 14 months and built a 1,500-provider network in 18 months. Led AAHC accreditation and served as principal negotiator with OIR and AHCA. Company subsequently acquired by major PE firm.

ONE Sotheby's International Realty

Interim CFO — Cleaned up financials, built infrastructure, and helped secure the Sotheby's franchise during early growth phase. Reported directly to the Founder & CEO.

Allegheny Health Network / Highmark BCBS

Strategic Finance — Revenue cycle and financial advisory for a major health system turnaround in the Northeast; recruited directly by the incoming CFO within his first 90 days.

Gauge Capital Portfolio Company

Interim CFO — Financial oversight and PE reporting for a private equity-backed operating company.

Leadership

The principal is the engagement.

Roberto Martinez

Founder & Principal

LinkedIn Profile

Roberto Martinez is a healthcare executive and operator with 25+ years of experience across managed care, health systems, insurance, and M&A. He founded M-Advisory in 2001 as an interim executive and strategic advisory practice, completing engagements in healthcare, insurance, real estate services, and financial services.

From 2017 to 2023, Roberto co-founded and served as Co-CEO of Reliance Medical Centers, a value-based Medicare Advantage primary care platform in Central Florida. Reliance grew from a startup to approximately $60M in annual revenue, maintaining a medical loss ratio under 63% for five consecutive years before its sale to Humana in 2023.

Roberto holds an MBA and a Bachelor's degree from Florida International University – College of Business. He is bilingual in English and Spanish and based in Tampa, Florida. He is also Founder & CEO of Dream Capital Holdings, where the same operator experience that defined M-Advisory informs a longer-term platform acquisition thesis.