Luna crossed a milestone that once felt ambitious: 2 million in-home physical therapy visits delivered.

Doubling from 1 million to 2 million visits is not just a story of growth. It’s a story of discipline, trust, and an unwavering commitment to quality.

Every visit represents one-on-one care in a patient’s home. Every milestone reflects thousands of therapists, physicians, and team members working in sync.

Scaling healthcare is difficult. Scaling without compromise is even harder. This year, Luna proved it’s possible.

Expanding access: 50,000 new patients and counting

In the past year, 50,000 new patients began care with Luna. Another 18,000 patients returned for an additional plan of care, reflecting strong trust and meaningful outcomes.

Behind the scenes, the Concierge team handled 370,000 phone calls and processed 58,000 support requests through the Therapist App to ensure care stayed seamless. As demand grew, operations scaled, protecting the patient experience while accelerating growth.

Powering growth through smarter patient journeys

Behind the 50,000 new patients was a deliberate investment in marketing, lifecycle strategy, and booking optimization. The team reimagined how patients find, book, and return to Luna, removing friction at every step of the journey.

A new Returning Patient booking experience streamlined reactivation and doubled completion rates for patients coming back to care.

The New Patient booking flow was revamped to create a smoother first-time experience, reducing drop-off and accelerating access to treatment.

In total, lifecycle and reactivation efforts rebooked 15,000+ returning patients, while website, email, and paid creative initiatives brought in thousands more new patients. More than 100 targeted email campaigns and 600+ unique ad creatives supported multi-channel growth across acquisition, engagement, and retention.

Physician trust at scale

Referral growth remained one of the strongest signals of confidence in Luna’s model. Total referrals increased from 37,800 to 52,500, a 39% year-over-year increase and the fourth consecutive year of strong upward momentum.

The number of referring physicians grew from approximately 11,300 to more than 15,400, with over 10,000 new physicians joining in 2025 alone. Returning physician growth climbed 73%, demonstrating durable relationships and retention.

Physician Account Managers completed more than 38,000 site visits, while Physician Relations Managers conducted over 76,800 outbound calls and sent more than 122,000 manual emails to strengthen collaboration and coordination.

Building the nation’s most connected therapist network

Luna’s therapist community continued to expand in both size and engagement. In the past year, over 1,700 new therapists began treating patients on the platform, bringing the network to more than 3,000 active clinicians nationwide.

Credentialing teams submitted over 8,670 payer applications to accelerate enrollment and reduce delays.

Therapist satisfaction reached 98%, supported by improved onboarding, faster issue resolution, and expanded earning opportunities.

Individual milestones underscored the strength of the model:

• Multiple therapists completed 800+ visits in a single quarter.
• 11 PTs surpassed 5,000 lifetime visits.
• One therapist exceeded 10,000 lifetime visits delivered.

The Therapist Acquisition team connected with 4,300+ physical therapists nationwide and welcomed 1,700+ new therapists, unlocking capacity for over 15,000 weekly visits and nearly 800,000 patient visits annually.

The broader PT community grew from 7,000 to 42,000 followers on LinkedIn, reflecting rising visibility and professional momentum.

Investing in clinical excellence and education

Scaling responsibly requires clinical depth. Nearly 1,000 live, one-on-one calls were conducted with therapists to reinforce best practices and provide individualized support.

The Staff Therapist program launched in Seattle, where five W2 therapists delivered 12% of all Seattle visits in Q4 alone.

Lunaversity resources were fully revamped within the Therapist App, and in-app access to CEU-eligible webinars made continuing education easier and more accessible.

Therapist survey response rates more than doubled, generating richer insights to inform product, operations, and care delivery improvements.

Strengthening culture while scaling teams

As patient visits doubled, so did the focus on people. Elite therapist growth increased 77% year over year, adding 73 more Elite therapists compared to the previous year.

Nearly 15% of the corporate workforce now has a clinical background, and 31% of those team members also treat patients on the Luna platform. These numbers have tripled since 2024.

Internal mobility remained strong, with nearly 40 promotions or transfers annually, and the Rising Leaders program achieved 100% retention across its cohort. Two Rising Leaders stepped into management roles in 2025.

Employee engagement climbed, with eNPS rising to nearly 30, placing Luna within range of the top 10% of companies. Average time to hire reached 22.7 days, significantly faster than industry norms.

This alignment between corporate teams and frontline clinicians ensures that the systems powering Luna stay grounded in real-world care delivery.

Technology that scales with stability

Delivering 2 million visits requires a platform built for resilience. 

Engineering teams completed 6,000+ tickets and executed 4,000+ production deploys across applications. Mobile app stability improved by approximately 20%, hotfix frequency dropped from 4+ per month to about 1, and automated testing enhancements saved more than 300 hours of manual QA testing each month. 

The Therapist App saw 14 releases, while the Patient App saw 6, ensuring continuous improvement without disrupting care delivery.

A durable foundation for the future

The journey from 1 million to 2 million visits is more than a numerical milestone. It reflects deeper physician trust, stronger therapist engagement, expanded patient access, and a platform designed to scale responsibly.

Growth without compromise means preserving clinical standards, protecting the patient experience, and empowering the professionals delivering care every day.

As Luna looks toward the next chapter, the mission remains clear: expand access to high-quality in-home physical therapy, strengthen partnerships across the healthcare ecosystem, and continue building technology that makes care simpler, smarter, and more human.

Two million visits is a milestone. The impact behind those visits is what truly matters.



Ready to experience care that comes to you?

Explore in-home physical therapy with Luna and see how recovery can happen where you’re most comfortable, in-home.