Fay launches with $25m to combat chronic disease with nutrition therapy

Company targets millions of US adults who struggle with diet-related chronic conditions and those in need of preventative care.

Despite all the ongoing progress in longevity research and development, dietary change is still one of the few interventions proven to have a positive impact on healthspan and longevity. With more half of US adults struggling with diet-related chronic conditions, nutrition-focused startup Fay has emerged from stealth with $25 million in funding to address the root cause of multiple health issues through diet.

Founded in 2022 by Sammy Faycurry and Mark Stefanski, Fay aims to improve health and wellbeing through accessible, insurance-friendly nutrition therapy. Despite the proven benefits of nutrition counseling, the company claims there is a lack of awareness about insurance coverage for such services. Fay connects people with registered dietitian nutritionists for personalized counselling that is fully covered by their insurance plans.

“For too long, access to diet and nutrition care has been gate-kept by prohibitively high costs and inability to access RDs who accept insurance,” said Faycurry. “Fay was born from the belief that everyone deserves access to expert care – allowing the majority of Americans to have easy and convenient access to life-changing nutrition counseling.”

The platform provides virtual or in-person consultations with dieticians tailored to individual needs, with Fay claiming that most users will incur no out-of-pocket costs. The company also supports dieticians with a “business in a box” solution, offering insurance credentialing and client connection tools.

“Dietitians are empowered to build their private practice with Fay’s AI-powered business in a box handling the usual headaches of insurance reimbursements, marketing, and heavy admin tasks,” added Faycurry. “Meanwhile, insurance companies benefit from partnering with high-quality clinicians who are dedicated to improving overall health outcomes.”

Fay’s network, which it claims is the largest and fastest growing in the US, spans all 50 states and includes over 1,000 providers, with plans to double by 2025. The network covers more than 30 specialties, including diabetes, kidney disease, weight management, and preventative care.

Fay collaborates with major health insurers as it aims to democratize access to nutrition services for over 100 million Americans. The company says it is also integrated into employer health plans at firms like Google and Accenture, offering employees personal nutritionists at no cost.

“With payors’ increasing interest in Food as Medicine and the increasingly evident link between diet and overall health, there couldn’t be a better time to elevate the role of food in healthcare,” said Stefanski.

The company’s total funding includes a recent $20 million Series A round led by Forerunner Ventures, following a previous seed round led by General Catalyst. Fay plans to use the new investment to enhance its services, expand insurance coverage, integrate with food service delivery platforms to combat food insecurity, and strengthen partnerships with employer health plans.

“So many people have broken relationships with food, which can often result in expensive health complications, and nutrition is often a critical component of chronic care management and recovery,” said General Catalyst’s Holly Maloney. “Fay has grown rapidly to build a strong value proposition for both dietitians and patients, and we’re excited to continue to support the team as they scale their mission to help people eat better and live longer.”

“America is clearly at a critical moment when it comes to nutrition and dietetics across culture, health, and public interest, with mounting research illustrating how weight and nutrition are acutely linked to chronic illness and growing consumer openness to rethink the relationship between food and health,” said Forerunner’s Nicole Johnson. “[Fay’s] unique model not just empowers consumers to access registered dietitians at little to no cost through insurance, it empowers an often overlooked, lesser-served sector of healthcare providers to build and expand their businesses on their terms.”

Image courtesy of Fay