The clippings file·2023
Elo raised $10 million and launched a smart protein product
A $10 million raise came alongside the launch of Elo's smart protein product. The company builds nutrition plans around a member's own blood biomarkers and measured results, adjusting the formula at every retest rather than selling one generic product to everyone.
We backed Elo because it combined at-home testing, software and manufacturing into a single product loop that gets more accurate every time a member retests. The supplement market is enormous yet mostly guesswork, and grounding each recommendation in a person's own biomarkers is the part that is hard to copy. New products are how that loop earns more of a member's monthly spend.