The regulatory clock is ticking. Who answers the patient on time?

There is one number Brazilian health plan operators have learned to treat differently since July 2025: response time. Normative Resolution 623/2024, issued by ANS, the national health insurance regulator, reorganized the rules governing relationships between operators and their members, turning what used to be a quality goal into an obligation.

The resolution requires clearly published channels — in-person, phone and electronic — and mandates a 24/7 phone line for large operators, with human service throughout operating hours. In formal mediation processes, deadlines are counted in business days: up to 5 for care-related demands and up to 10 for non-care-related ones.

With Brazil's new Customer Service Decree in force since November — which RN 623 itself references — the bar has risen again: human service from 8 a.m. to 8 p.m., every day, is now the legal reference for regulated sectors.

It is in this window, between the regulatory clock and the real capacity of call centers, that Lisa's agents operate. An agent answers instantly, at any hour. It logs every interaction with a complete trail. It delivers recordings and records when the member asks. And, in cases where the decision is clinical or sensitive, it hands off to a person — with the case summary ready, so the patient never has to repeat their own story.

The result is not a robot replacing service. It is an operation in which the regulatory deadline stops being a risk: the first response is immediate, the record is automatic, and humans step in exactly where regulation and common sense require.

Compliance, here, is a consequence of design. When the right answer at the right time is the system's default behavior, oversight stops being a threat and becomes routine.