For more than two decades, Matthew Jubelius has worked at the intersection of healthcare, leadership, and education.
Today, he's the founder of VirtuClinic, a healthcare company using technology and innovative care models to expand access to care across Alberta. But long before developing digital health solutions, Jubelius was driven by something much simpler.
He wanted to help people.
Following Curiosity
Matthew Jubelius pictured with his 2026 ASTech Award for Regional Innovation.
Jubelius' path into healthcare wasn't a straight line.
He originally began in pharmacy studies, fascinated by chemistry, medicine, and the science behind how treatments affect the human body. But partway through his education, he found himself questioning whether that path aligned with the impact he hoped to make.
That curiosity eventually led him to nursing.
After graduating, he secured a position in the cardiovascular ICU at the University of Alberta Hospital, one of the country's most demanding clinical environments. Caring for critically ill patients alongside highly specialized teams gave him an early appreciation for excellence, accountability, and teamwork.
More importantly, it sparked an interest that would follow him throughout his career.
Why do some people and organizations perform exceptionally well under pressure while others struggle?
Looking Beyond Clinical Care
Over the following years, Jubelius continued to expand his understanding of healthcare from multiple perspectives.
He completed additional education while working, moved into teaching roles, and eventually helped develop simulation-based healthcare training programs designed to bridge the gap between classroom learning and real-world practice.
His work in simulation exposed him to a broader way of thinking about performance.
It wasn't just about technical skills. It’s about environment, leadership, communication, and most importantly, people.
"People" became the common thread connecting every role he took on.
That perspective led to opportunities far beyond traditional nursing.
He contributed to military health research, worked in occupational health and safety, supported healthcare organizations in leadership roles, and developed expertise in how systems, teams, and workplace cultures influence outcomes.
With every experience, he gained another piece of the puzzle.
Seeing the Gaps
Throughout these experiences, Jubelius repeatedly encountered the same challenge.
People were struggling to access healthcare.
Patients waited weeks or months for appointments. Rural residents often faced additional barriers. People dealing with mental health concerns didn't know where to turn for timely support.
Meanwhile, healthcare teams were stretched increasingly thin.
For Jubelius, the experience reinforced something he had observed for years: the system was working hard, but accessibility remained a major challenge.
Rather than asking how people could better navigate the healthcare system, he began asking how healthcare could become more accessible in the first place.
Building VirtuClinic
That question led to the creation of VirtuClinic in 2022.
Founded in Medicine Hat, the organization was built around a simple goal: making healthcare easier to access.
Rather than relying solely on traditional physician-centred models, VirtuClinic adopted an online nurse practitioner-led approach that allows highly trained healthcare professionals to work at the full scope of their abilities remotely. Patients can receive assessments, diagnoses, prescriptions, specialist referrals, and ongoing care through a flexible, accessible model.
For Jubelius, however, the solution was never just about healthcare delivery. It was also about culture.
His leadership philosophy is service-based, focusing on supporting people, removing barriers, and helping teams succeed.
Whether discussing patients, employees, or community partners, he consistently returns to the same belief: Treat people like people.
It's a philosophy that has helped shape not only the company culture but also the solutions the organization develops.
Working with Alberta Innovates, VirtuClinic studied the impact of its virtual care model and found that the average patient interaction saved approximately 4.6 hours compared to traditional healthcare access pathways.
"If we're able to give families more time together, that's what it's all about."
For patients, that's less time travelling, sitting in waiting rooms, and navigating the healthcare system.
Where Technology Fits
As VirtuClinic grew, Jubelius and his team began exploring how technology could help solve some of the additional accessibility challenges they were seeing.
The result was VirtuAdvisor, a digital health guidance platform designed to provide immediate support for both physical and mental health concerns.
Available 24/7 in more than 30 languages, VirtuAdvisor allows individuals to have private conversations about health and wellness concerns, receive guidance, understand potential next steps, and connect with additional resources when needed.
Importantly, Jubelius stresses the platform is not a replacement for healthcare professionals, it’s an expansion of access.
Many health concerns begin long before someone seeks professional care. Questions arise at night, during weekends, or in communities where services may be limited. Sometimes people simply want reassurance. Other times, they're trying to determine whether a symptom warrants medical attention, whether it can be managed at home, or whether it's something that requires more urgent care.
VirtuAdvisor was built to help address that gap. By providing timely guidance, education, and triage support, the platform helps individuals better understand their situation and identify appropriate next steps. In some cases, that may mean self-care and monitoring symptoms. In others, it may mean booking an appointment, seeking professional advice, or accessing emergency services.
"It isn't replacing clinicians, it's helping people access support sooner."
Behind the scenes, the platform represents years of collaboration between medical professionals and artificial intelligence experts. Developed with privacy and healthcare compliance at it’s core, the technology was designed specifically for healthcare navigation.
The goal is straightforward: help people find the right support before issues become larger problems.
Looking Ahead
The future of healthcare will undoubtedly involve new technologies, new delivery models, and new ways of connecting people to support.
Jubelius is excited about that future, but his focus remains consistent.
Whether developing digital health tools, supporting employers, or expanding healthcare access, the objective isn't technology itself.
His mission has remained unchanged since he first entered healthcare more than twenty years ago.
The tools may have evolved. The scale may have grown. But the motivation is still the same…
He wants to help people.
Those curious about the technology and its approach to health guidance can learn more and explore a free trial at VirtuAdvisor.ca.