APX By Terri Ross Names Izhak Musli As New Co-Chief Executive Officer

Posted By American Med Spa Association, Wednesday, August 25, 2021

Terri Ross, Founder and President of APX, has named Izhak Musli as the new Co-Chief Executive Officer. Izhak brings 15+ years of experience as a pioneer in the business intelligence space and a wealth of software technology expertise to APX, which has grown exponentially since its launch in early 2021. Together, they will serve as Co-CEOs and spearhead the company’s future vision, growth strategy and global expansion as well as maintain APX’s mission: To increase the profitability and employee productivity of aesthetic practices by translating raw data into actionable Key Performance Indicators (KPIs) and insights.

Izhak has extensive leadership and management experience across multiple industries, including Software as a Service (SaaS), and is an expert in business processes, operational excellence, and using technology as a tool to improve business efficiencies. He has a deep understanding of practice management having worked with aesthetic practices since 2015. Izhak founded and developed two software solutions for the aesthetic industry, both of which have since been acquired: AtlasKPI, the industry’s first business intelligence dashboard, and MedicalPRM, a digital lead management tool. In 2019, Izhak joined Symplast, an Electronic Health Record (EHR) and Practice Management Software, as Chief Revenue Officer where he oversaw the company’s business development efforts.
Izhak says he’s looking forward to working with Terri and combining their complementary skillsets to continue to enhance APX. “Terri comes more from the consulting and training side, and I’m coming more from an analytical, data-driven, technology-based background with experience running different software companies. Those two different perspectives and skillsets mesh really well together and create our unique value as a leadership team.”
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