Heights Raises $2M to Fuel Braincare Supplement Subscription

A new wellness company, Heights, is officially launching this week with a focus on what it terms ‘braincare’. The company will offer “exceptionally high-quality, sustainably sourced, plant-based supplements designed to nourish the brain,” supported by what it states is robust scientific evidence.

The startup has secured $2 million (£1.7M) in Seed funding through the Seedrs crowdfunding platform, with additional investment from Forward Partners. The funding round also included contributions from angel investors such as Tom Singh (founder of New Look), Damian Bradfield (WeTransfer), Dhiraj Mukherjee (Shazam), Renee Elliot (Planet Organic), and professional footballer Chris Smalling (England and Manchester United).

These funds will be allocated to expanding the customer base and developing new products, including a forthcoming ‘psychobiotic’ probiotic formulated to support cognition and mental wellbeing.

Potential customers begin by completing a ‘brain health’ assessment, after which they can choose a monthly, quarterly, or annual subscription.

The recommended dosage is just two capsules daily, simplifying the process of maintaining a regular vitamin regimen.

The product is conveniently packaged to fit through standard letterboxes and is housed in a uniquely designed bottle created by the renowned product design firm Pentagram. Subscribers also gain access to a content and coaching program, alongside a follow-up brain health survey after one month of use. Heights reports that “93%” of users demonstrate improvement in their brain health score within the first month.

Heights enters a growing market for what some refer to as ‘designer vitamins’, joining established companies like Hims / Hers, Motion, Vitabiotics, and Bulletproof.

These businesses generally operate within the “Nootropics” category – supplements intended to enhance cognitive functions such as memory, creativity, and motivation in healthy individuals. However, the overall market encompassing ‘self care’, ‘healthcare’, and ‘personal development’ is substantial, exceeding $1Trillion in value, with the supplements sector alone worth at least $100BN+.

Despite this competitive landscape, co-founder Dan Murray-Serter believes Heights is pursuing a distinct approach.

In a written interview, he explained: “The nootropics category often emphasizes immediate results, which is why we are pioneering the concept of ‘braincare’. True wellbeing doesn’t come from quick fixes, and the terminology surrounding nootropics can create unrealistic expectations, similar to ‘get-rich-quick’ schemes. Our approach is different – we prioritize scientifically supported articles and research references.”

He further stated that Heights will be positioned similarly to skincare or haircare brands, “because people recognize that consistent daily practice is key to long-term benefits, rather than relying on a one-time solution.”

Murray-Serter notes that scientific research identifies 20 essential nutrients for optimal brain function, typically requiring a combination of multivitamins, omega 3s, and nootropics. Heights has sourced “premium quality” ingredients in their most ‘bioavailable form’ and encapsulated them in a patented capsule designed for enhanced digestion.

“A common reason people discontinue taking vitamins is that the bottle is often forgotten. Therefore, we prioritized design alongside quality,” he says. The Heights vitamins are packaged in a distinctive, recyclable bottle, and Heights also offers a recycling program for returned bottles.

Murray-Serter, who previously founded the mobile startup Grabble, developed the concept for Heights following personal experiences with chronic anxiety and a six-month period of insomnia. He found relief through high-quality, high-potency vitamins and supplements, in contrast to standard supplements with minimal levels of essential nutrients.

After launching a newsletter focused on optimizing cognitive performance with cofounder Joel Freeman, they built a readership of 60,000 subscribers www.yourheights.com/sundays

which ultimately led to the development of the product itself.

The company has since launched a ‘Braincare’ podcast, achieving 100,000 downloads, and has welcomed Dr Tara Swart (pictured) as Chief Science Officer to the team.

Two factors could prove advantageous for Heights. First, the Covid-19 pandemic has prompted public health organizations and governments worldwide to recommend Vitamin D supplementation to support immune function. Notably, two Heights capsules provide 400% of the ‘Nutrient Reference Value’ (formerly known as Recommended Daily Allowance) of Vitamin D3, alongside numerous other nutrients. While this dosage could be achieved with four standard tablets, the overall customer experience and additional benefits offered by Heights are likely to appeal to many. Second, growing awareness and open discussion surrounding mental health positions Heights favorably to capitalize on these trends.