Elo
Elo Health makes goal-based nutrition products for sleep, energy, recovery, metabolism and weight management.
- Category
- Bio and Healthcare
- Fund
- NZVC I
- Website
- elo.health
- On TechMates
- 1 episode
What Elo does
A member picks a goal or takes a short quiz and gets the matching formula, from magnesium and melatonin sleep gummies to a caffeine-free CoQ10 energy gummy to whey isolate protein blends, including one built to sit alongside GLP-1 medication. Every formula is designed by the company's nutrition scientists and third-party tested for purity and dose. Ari Tulla founded Elo in 2020, after a decade running BetterDoctor and Quest Analytics and years of watching his wife live with health problems no one could diagnose.
The secret
Elo started by measuring a member's blood and building a formula around the twelve nutrient biomarkers it read. The products it sells today run the other way, starting from the outcome a person names, whether that is sleep, energy or recovery.
Why NZVC invested in Elo
We backed Elo because the supplement market is enormous and mostly guesswork, and Elo was willing to measure. Ari Tulla had spent a decade inside health data at BetterDoctor and Quest Analytics before he built a product that read a member's blood and formulated against what it found. That work still sits under the goal-based products Elo sells today, where each formula carries the scientists who designed it and third-party test results for purity and dose.
Elo in the press
- Elo launched smart gummies and a partnership with Tommy CaldwellFitt Insider · 8 January 2024
- Elo raised $10 million and launched a smart protein productAthletech News · 3 March 2023
- #145: Ari Tulla, Co-founder & CEO of EloFitt Insider Podcast · 26 July 2022
- Elo raised a $5 million seed round for personalized nutritionElo Health · 10 February 2022
Elo on TechMates
Healthcare is a $4.5 Trillion Broken System
You hear a founder who sold BetterDoctor explain why he moved from software into supplements and supply chains. Ari Tulla lays out how Elo uses biomarkers and AI for prevention, where AI beats doctors at pattern recognition, and why remote founders still want one room.
- Startup pivots: BetterDoctor from consumer to API and SaaS to a PE roll-up.
- Elo's thesis: AI plus biomarkers plus nutrition as preventative medicine.
- AI vs. doctors: pattern recognition, triage, and the quarterback model.