Supplement Technology
An Evidence-Based Revolution in Supplements. The first personalized supplement platform protected by IP, driven by data, and designed to scale like software in a $55B legacy market.
The Supplement Industry is Notoriously Confusing
Consumers take supplements but are riddled with doubts. Which supplements are right for me? What brand is right for me? Do I really need these supplements? Do they work?
The confusion comes from a low level of consumer education, virtually no clinical trials, and a perceived lack of regulation meaning consumers often reluctantly make purchasing decisions with low confidence.
We didn't set out to make another supplement. We built a better system that addresses these fundamental problems through technology, science, and innovation. The supplement industry has failed to evolve despite massive consumer demand for better solutions.
The Perfect Market Moment
We're upgrading a broken business category that already commands $55B in U.S. spend alone. This follows the same playbook as companies that transformed coffee, mattresses, razors, and eyeglasses. Investors have waited for a health tech company that could do what vitamins never could. Now, it exists.
Every major player attempting to appear personalized
Hundreds of millions invested in personalization claims
16% CAGR for pseudo-personalized vs. 6% for traditional
Consumers willing to pay premium prices
Algorithmic complexity beyond most companies
Delivery method limitations with traditional pills
Lack of integration with biomarker data
Inability to create customized formulations at scale
The competitive landscape shows significant consumer interest in personalized supplements. Top competitors by monthly visitors include HUM Nutrition (370,606), Viome (269,584), Cuure (166,000), and Persona Nutrition (106,363).
Using a conservative 2% conversion rate, leading competitor Persona Nutrition generates approximately 2,127 new customers per month. This validates market demand and provides benchmarks for our customer acquisition strategy. Smaller competitors like Vous Vitamin (27,910), VitaRx (26,577), and VitaminLab (18,139) also demonstrate the breadth of interest in this category. And at the same time, none of them are truly personalizing the supplementation of their customers.
Our Solution
Our hyper-personalized supplement platform is built on three pillars of innovation. Our AI-powered evidence engine analyzes 14 million peer-reviewed studies to include only ingredients with scientific backing, replacing marketing claims with scientific certainty. Real-time personalization integrates blood tests, wearables & health apps, with formulas evolving with your changing body - no static formulas or base packs.
Our liquid delivery method (US Patent #11,710,551) provides 90% bioavailability versus 10-20% for pills, essential for aging populations and those with GI issues.
True Personalization:
The Supplement Technology Difference
Our approach creates 1.778×10^78 possible combinations – more than atoms in the observable universe. Each ingredient has a full clinical framework built from RCTs, Cochrane reviews, and NIH guidance, including inclusion/exclusion criteria, drug interactions, and optimal dosage forms.
Competitive Advantage
What sets us apart from every competitor is our approach to true personalization. While others offer limited options, we provide 1.778×10^78 possible combinations with monthly algorithm-driven adjustments based on comprehensive health data.
Our Technology
Our clinical-grade personalization technology delivers precision at scale, not guesswork. The system includes serum level calibration for optimal dosing, such as Vitamin D based on 25(OH)D level, weight, skin type, and UV exposure.
Evidence-Based AI Engine
Our proprietary algorithm analyzes 14M peer-reviewed studies to create evidence-based inclusion criteria for all 75+ ingredients, with medical condition-specific dosing based on research.
Data Integration Platform
Seamlessly integrates blood tests, wearables & health apps to provide risk-factor stratification tailored to individual profiles and categorical adjustments based on age, weight, and medical history.
Optimized Delivery
Three precisely formulated delivery methods (AM and PM Liquids, Daytime drink powder) with ingredients placed based on dosage capacity, absorption kinetics, and synergistic timing.
Business Model
Our Personalized Health-as-a-Service (HaaS) model delivers exceptional value while maintaining strong unit economics. The subscription-based revenue model includes home delivery of personalized formulas that continuously adapt to changing health needs.
EBITDA growth is targeted at 35% as we scale operations and leverage technology for increased efficiency. This creates a sustainable business with strong profitability potential
The Founding Team
Dr. Jatin Joshi
Chief Technology Officer
Jatin is an Associate Professor at UCL, and a trained Plastic Surgeon. He is the recipient of multiple awards, has published research in numerous academic journals and holds a Masters in Evidence-Based Research from Oxford University.
Scott Perkins
Chief Executive Officer
Scott has extensive experience in Finance, gained at leading Investment Banks and Funds. Over the last 20 years, he built several companies from inception, including a supplement brand launched into >25,000 stores in the US, listed a company on AIM and holds an MBA from London Business School.
Darren Crawford
Chief Operating Officer
Darren has built and led businesses across multiple industries, including hospitality, technology, and supplements in the last 30 years. He has experience in sales, marketing, along with a strong track record in brand building and operations. Over the last 12 years, he founded and scaled two health brands as COO, one of which grew to over 125,000 subscribers and generated $100 million in gross annual revenue.
Nathaneal Mohr
Chief Marketing Officer
Nathaneal Mohr brings decades of entrepreneurial success to his role. He has successfully built and scaled two supplement companies from the ground up, achieving annual revenues of over $10 million and another at $30 million. Nathaneal's expertise in growth strategy has been instrumental in launching products into competitive markets, driving substantial business growth.
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Develop MVP technology platform
Establish manufacturing facilities
Key hires in operations and marketing
Acquire 5,000 customers for $9M ARR
Test & refine marketing message, pricing, distribution
