Dr. Jim Norman is one of the most experienced endocrine surgeons in the world, and endocrine disease happens to be the biggest disease problem in dogs and cats. He invented minimally invasive parathyroid surgery, has performed more than 25,000 parathyroid operations, and has published over 250 peer-reviewed articles. He is a tenured Professor at the University of South Florida and Director of Endocrine Surgery. Not all of his patients have been human: he has operated on the parathyroid glands of dogs, horses, chimpanzees, and apes, and the glands, the physiology, and the lab work look remarkably familiar across species. A serial founder, he started Healthline.com in 1998, the Norman Parathyroid Center in 2000, and the Hospital for Endocrine Surgery in 2022. He built Plainvue after decades of watching patients leave with results they could not read. Plainvue Pet exists because their dogs and cats deserve the same.

Dr. Eleanor Green is one of the most recognized leaders in American veterinary medicine. She served more than a decade as the Carl B. King Dean of Veterinary Medicine at Texas A&M University, the first woman to hold the post, was Founding Dean of the Lyon College School of Veterinary Medicine, and is currently Interim Dean of the Lewyt College of Veterinary Medicine at Long Island University. Before that she was an educator, clinical scholar, department head, and hospital chief of staff. A Diplomate of the American College of Veterinary Internal Medicine (Large Animal) and the American Board of Veterinary Practitioners (Equine), she has been president of four national veterinary organizations, including the American Association of Veterinary Medical Colleges and the American Association of Equine Practitioners. She launched the annual Veterinary Innovation Summit with NAVC, created Texas A&M’s Office of Innovation, was a founding member of the Veterinary Innovation Council and a founding board member of the Veterinary Virtual Care Association, and chaired the AVMA-AAVMC Veterinary Futures Commission. She was inducted into the National Cowgirl Hall of Fame in 2013. At Plainvue Pet she makes sure every rule in the engine is right for the animal in front of the veterinarian.

Julie built the marketing and patient-acquisition engine behind the busiest endocrine surgery practice in the world. As Director of Marketing for the Hospital for Endocrine Surgery, she secured more than 3,800 earned media placements and created a thyroid screening program that detected early cancer in 15 percent of participants. That program taught her the lesson Plainvue Pet is built on: when people can see a result plainly, they act on it early. She previously led marketing for hospitality and luxury real estate brands and holds a bachelor’s degree from the University of Florida. At Plainvue Pet she runs operations and owns the owner’s portal, the screen where a pet’s bloodwork finally makes sense to the person who loves them. A lifelong dog lover with two goldendoodles of her own, she’s also squarely in the audience she builds for.

Cordes is a technology entrepreneur and AI innovator who has spent more than two decades applying emerging technologies to healthcare, data, and complex business systems. He earned recognition from Forbes and PC Week early in his career and founded Bake More Pies, an award-winning technology agency. At Plainvue Pet he is responsible for the engine itself: the deterministic reflex logic that reads a dog’s or cat’s laboratory results as a whole, knows which follow-up test resolves what an abnormal value opens up, and puts that test one click away. He built it so that every recommendation traces to a rule a veterinarian can inspect, and so that the same architecture transfers to any vertebrate, from salmon to giraffes.

Ashby has spent nearly thirty years managing, building, financing, and scaling growth companies in technology and healthcare. He founded Gazelle Capital in 2016, has served as CFO for multiple venture-backed firms, and was named CFO of the Year by the Tampa Bay Business Journal in 2017. He holds degrees from Mississippi State University and teaches entrepreneurial finance at the University of Tampa. He also grew up in a veterinarian’s household, which is one reason the economics of animal health, from what a pet owner will pay for peace of mind to what an insurer will pay to avoid a claim, come naturally to him. At Plainvue Pet he owns the model that makes the pet owner, the insurer, and the follow-up test add up.