Tim Draper Invests in Vivoo: Wellness Tracker Raises $6M Series A

Vivoo Secures $6 Million Series A Funding for At-Home Wellness Tracking

Tim Draper, through Draper Associates, spearheaded a $6 million Series A investment in Vivoo, a wellness tracking startup. Participating investors include ONCE Ventures, Revo Capital, 500 Startups, Global Ventures, and Halogen Ventures.

Personalized Insights Through Urine Analysis

Vivoo offers a subscription-based service centered around at-home urine test kits paired with a dedicated mobile application. The company’s machine learning technology analyzes test strip results remotely, delivering customized ‘wellness’ insights and recommendations related to nutrition and biological function.

Founding Team and Company History

The startup is led by CEO and co-founder Miray Tayfun, a serial entrepreneur and bioengineer with a background from Stanford University’s postgraduate programs. Other co-founders include George Radman (CFO), Gozde Buyukacaroglu (COO), and Ali Atasever (CTO). Vivoo was founded in 2017.

Rapid User Growth

Since launching its subscription service in July 2020, Vivoo has acquired over 50,000 users across more than 100 countries in just over a year.

Projected Revenue Growth and Market Potential

The company anticipates a tenfold increase in revenue for 2021. This projection aligns with forecasts estimating the mobile health app market will reach a value of $236 billion by 2026.

Subscription Options and Pricing

While a one-time pack of four tests is available for $34.99, Vivoo primarily focuses on subscription models. A 3-month subscription costs $15.99 per month, while an annual subscription is priced at $7.99 per month.

Key Markets and Geographic Focus

Vivoo’s largest markets are currently the United States and Canada, followed by the United Kingdom and Australia. The company’s content is presently available only in English and tailored to Western cuisine, which limits its immediate global reach.

Target User Profile

Vivoo’s typical users are described as “health conscious individuals” seeking “actionable insights” to improve their diet, health, energy levels, sleep quality, and overall longevity, according to Tayfun.

Early Adopters and Demographic Trends

The Keto diet community initially embraced Vivoo’s product. However, interest is now broadening across various age groups and geographic locations. The largest user segment currently consists of women aged 25-45, followed by men in the same age range. Approximately 80% of users also utilize other tracking tools, such as wearable devices, and have experience with genetic or microbiome at-home tests.

Use of Funds from Series A

The Series A funding will primarily be allocated to expanding the team to facilitate business scaling, with a particular emphasis on the US market. Vivoo has already established partnerships with retailers like Amazon and Walmart for product distribution.

Product Expansion and Future Development

Funding will also support product development, including the introduction of additional test kits and a new premium offering. This premium tier will expand the range of trackable parameters and integrate data from wearable devices, such as the Apple Watch, to enhance functionality.

The Evolving Landscape of Quantified Health

The trend of quantified health has evolved significantly, moving beyond basic metrics like step counting and sleep tracking to encompass more intricate and personal data points. However, a key challenge for startups in this space is translating collected data into meaningful and actionable insights.

The Importance of Signal Extraction and AI

Startups must effectively extract genuine signals from biological noise, particularly in remote analysis scenarios like Vivoo’s. Those utilizing artificial intelligence require substantial training data to build robust algorithms capable of identifying patterns across diverse user bases and providing personalized lifestyle recommendations.

Diverse Biomarkers and Personalized Advice

Companies in this sector are targeting a variety of biomarkers to deliver customized nutrition and lifestyle advice, aiming to improve upon fundamental health principles like eating fresh and exercising regularly.

Examples of Biomarker Tracking

• Ultrahuman and Zoe track blood glucose levels and analyze stool samples for microbiome analysis.
• Kegg and Natural Cycles monitor vaginal mucus and body temperature for female fertility tracking.
• Inne uses saliva to track hormone levels.

Invasiveness of Data Collection Methods

The level of invasiveness varies among different approaches to personalized health tracking. While some methods require more intervention, all necessitate users engaging intimately with their own bodies.

Challenges and Considerations

Collecting stool samples can be messy, and real-time blood glucose monitoring often involves finger pricking. Continuous blood glucose monitors (CGMs) offer continuous data but require wearing a sensor with a semi-invasive filament.

Vivoo’s Approach: Simplicity and Non-Invasiveness

Vivoo distinguishes itself by utilizing a simple, low-mess, and non-invasive method: urine test strips.

The Science Behind Urine Analysis

“We chose urine rather than saliva or blood to start because it’s easy to collect and analyze and can be used to measure a high number of the body’s performance variables. 4,000 metabolites can be seen in the urine,” explains Tayfun, indicating plans for future expansion.

Vivoo’s Testing Process

Vivoo ships subscribers a pack of individual urine test strips. Users urinate on the strips, wait a few minutes, and then scan them with the app’s camera. The app analyzes the color changes to determine urine test results.

Machine Learning and Data Analysis

Vivoo employs machine learning technology for remote urine analysis, utilizing “advanced image and color processes for calibration, validation, and verification” to account for variations in smartphone camera hardware. The app then provides personalized wellness advice based on the analysis.

Personalized Recommendations and Wellness Parameters

Recommendations may include dietary adjustments to address nutrient deficiencies (e.g., increasing calcium or vitamin C intake) or alerts for potential infections. Vivoo tracks parameters such as hydration, menstruation, infection risk, inflammation, urine acidity/alkalinity, ketones, and liver/kidney function.

Data Transparency and Disclaimer

Vivoo’s website clarifies that the product is intended for “wellness” purposes only and that the app is not a medical diagnostic device.

Future Plans and Integrations

Vivoo plans to enhance its product offering with a premium tier and explore integrations with wearable devices like the Apple Watch and potentially genetic data providers. The company prioritizes at-home testing and aims to avoid lengthy lab result wait times.

Research and Development

Vivoo allocates 20% of its budget to research and development, including analyzing anonymized user data to identify trends and publish findings. Current research areas include hydration patterns and the correlation between ketone levels and income.

Investor Perspective

Tim Draper emphasized the importance of “personalized data driven health care” as a key investment theme for Draper Associates. He highlighted Vivoo’s ability to collect personalized data through a simple at-home test and provide actionable advice, particularly in light of growing consumer focus on proactive health management.