Founder and CEO of Reverse, Frieda is a social sector strategist and former health care operator. Her background spans civic consulting and population health at a value-based care organization that serves the Bronx and Washington Heights. She earned her MBA at the Booth School of Business with a concentration in Health Policy. Frieda was raised in the South Bronx and has firsthand experience living with a chronic condition and reversing its stronghold on her life.

Frieda is currently a 2025 Robinhood Blue Ridge Labs Founder Fellow, where she’s bringing to bear her strategic and operational know-how, personal why, and deep passion for reimaging how young people access preventative care.

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