From startup to SaaS: sovaSage unveils unified brand identity

PITTSBURGH – sovaSage has unveiled a new brand identity to reflect its transformation into a “true, Software as a Service (SaaS) platform,” says Robin Randolph, who recently joined the company as senior vice president of marketing. 

“We’re still considered a startup, but we’re at that pivotal moment where we’re moving from pioneering to enterprise grade,” she said. “When you have that maturity as a company, you should have a common name and identity.” 

As part of the rebranding initiative, all sovaSage products now feature a “sova” prefix – the Swedish word for sleep – reinforcing a consistent brand experience across its offerings: 

• sovaFit: AI-powered mask fitting solution 
• sovaStart: Workflow automation that accelerates onboarding via telehealth support, AI, education and live intervention  
• sovaGuide featuring Jeanie: AI PAP coach with real-time patient communication and encouragement, as well as an escalation pathway to live coaching when needed  

Here’s what Randolph, who has worked in the industry for decades at companies like Resmed and Fisher & Paykel, had to say about how providers can level up adherence and what the company will debut next. 

Blending AI with human support: The sovaGuide approach 

sovaSage puts a lot of weight behind sovaGuide featuring Jeanie, its AI PAP coach, but Randolph highlights the importance of combining technology with human interaction to improve patient outcomes. 

“The way she’s been designed is to offer online education tips and help, as well as nudges to help keep the patient on track and using their device, but at any given time, you can click and reach live support,” she said. “That’s the real difference with a blended approach between technology and a human touch.”  

Empowering patients through self-management 

Randolph also addressed the growing skepticism around AI in health care, emphasizing that its role is to empower, not replace, human care.  

“It helps them with their own self-management,” she said. “When that happens, you’re driving their confidence. A lot of the issues with adherence stem from lack of confidence. They need to clearly understand what to do and when to do it.” 

Just-in-time solution: sovaGuide NIV/RAD for compliance 

At the MAMES 2025 Fall Conference Oct. 1-3, sovaSage debuted a product tentatively named sovaGuide NIV/RAD. This product aims to help providers navigate and comply with the new national coverage determination (NCD) for non-invasive positive pressure ventilation (NIPPV) in the home for the treatment of chronic respiratory failure consequent to COPD. The new policy takes effect Oct. 22.