Focused on Healthcare Technology


Who We Are

Lime Tree Advisors is a specialized consulting firm with deep expertise in healthcare payer technology and operations.

What We Do

We work with payers, administrators, private equity firms, and technology companies to help them formulate their next-generation technology strategy and then plan and execute complex operational and technology initiatives.


Robert F. Moss
Founder & Principal

Robert is an experienced technology, operations, and sales leader who has served in executive roles at industry-leading healthcare technology companies and as a strategic advisor for a range of healthcare, private equity, and other enterprise clients. An expert on healthcare operations and technology, Robert focuses in particular on core systems and data management, web and mobile strategy, and operational and technology transformation.

Prior to founding Lime Tree, Robert was a partner at Optimity Advisors, a global strategy, operations, and IT consultancy serving clients in the healthcare, insurance, and media & entertainment industries. For more than five years he led Optimity’s healthcare technology advisory practice with a portfolio of clients that included large Blue Cross and national health insurance plans, private equity firms with healthcare portfolio companies, and a range of other healthcare organizations such as pharmacy benefit managers, behavioral health, care management, and home health care providers. []

Robert began his career working for commercial enterprise software companies, serving in roles ranging from application development to technical sales to executive leadership. As Vice President of Product Management and Vice President of Product Development for Benefitfocus, he oversaw the full product portfolio for an industry leading Software-as-a-Service provider of online benefit management solutions. He formulated the firm’s next-generation product strategy, served as hands-on leader for core product management and product development teams, and was instrumental in developing the company’s growth strategy in advance of its initial public offering.

Prior to Benefitfocus, he held leadership roles in the engineering and professional services divisions at Blackbaud, the largest provider of CRM and financial software for nonprofit organizations. He began his career as a partner and Chief Technical Officer for Palmetto Systems Integration, a custom software development company in Columbia, SC.

Robert received his B.A. from Furman University and Ph.D. from the University of South Carolina. In addition to his work as a technology advisor, he is an active food and beverage writer. He is the Contributing Barbecue Editor for Southern Living, a freelance contributor to numerous food and culture publications, and the author of four books on food, drink, and culinary history, with two more in the works. Robert lives with his wife and two sons in Charleston, South Carolina.