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Better Nutrition Counseling Platform Fay Emerges From Stealth with $25 Million in Funding

Juice Bottles
Juice Bottles

Fay aims to change the way people think about and manage their nutrition by connecting individuals with Registered Dietitian Nutritionists (RDNs) who provide personalized nutrition counseling. This innovative company ensures that all of this expert care is covered by insurance, removing significant barriers to access.

After operating quietly, Fay is now emerging from stealth mode, announcing a significant $25 million in funding. This includes a recent $20 million Series A round led by Forerunner Ventures, with participation from General Catalyst and 1984. This follows a previously unannounced seed round also led by General Catalyst. Additionally, Fay has the support of founders from Grow Therapy and Maven Clinic.

Fay boasts the largest and fastest-growing network of RDNs across all 50 states. With this new funding, the company aims to accelerate its growth and enhance its services for both dietitians and their clients. Plans include integrating with food service delivery platforms to address food insecurity, expanding insurance coverage, and strengthening partnerships with employer health plans.

The United States is currently facing a significant health crisis, with over half of adults struggling with diet-related chronic conditions such as obesity, diabetes, and cardiovascular diseases. These conditions are not only debilitating for individuals but also place a heavy burden on the healthcare system.

Preventative care is urgently needed, yet many people are unaware that their insurance covers medical nutrition therapy provided by RDNs. Most insurance plans do not require a specific diagnosis or physician referral for nutrition counseling, making it a viable option for many. The increasing use of GLP-1 medications has further amplified the demand for RDNs, as sustainable lifestyle changes are seen as essential by many physicians.

Fay's mission is to shift the healthcare system from reactive to proactive care. Founder and CEO Sam "Sammy" Faycurry emphasizes the importance of accessible nutrition care:

"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."

With over 1,000 providers currently on the platform, Fay is on track to exceed 2,000 by 2025. Their dietitians cover more than 30 specialties, including eating disorders, diabetes, kidney disease, weight management, gut health, and general preventative care. This extensive network ensures that individuals receive tailored, expert care.

Co-founders Sammy Faycurry and Mark Stefanski designed the platform to address the root causes of health concerns, viewing food as key to better health and quality of life.

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

Fay has partnered with major health insurance providers such as United Healthcare, Aetna CVS, Blue Cross, Anthem, Cigna, Optum, and Humana. These partnerships democratize access to nutrition services for over 100 million Americans. Fay also collaborates with employers like Google and Accenture to include personal nutritionists in their health plans. This means that most people pay nothing for top-tier nutrition counseling.

"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 admin tasks," Faycurry explains. "Insurance companies benefit from partnering with high-quality clinicians dedicated to improving overall health outcomes."

The concept of democratizing access to healthcare is central to Fay's mission. By working with insurance providers and employers, Fay ensures that expert nutrition counseling is not a privilege for a few but a right for many. This approach helps to break down economic barriers that have historically prevented people from accessing quality nutrition care. The integration with insurance means that people can access necessary services without worrying about out-of-pocket expenses, thus promoting a more equitable healthcare system.

Holly Maloney, Managing Director at General Catalyst and Fay Board Member, underscores the importance of nutrition in healthcare: "Nutrition is a core part of our Health Assurance thesis given the vast surface area it touches. Fay has built a strong value proposition for both dietitians and patients, and we’re excited to support the team as they scale their mission to help people eat better and live longer."

Nicole Johnson, Partner at Forerunner, highlights Fay's momentum and unique business model: "Fay stood out as the company to partner in this space given their remarkable business momentum, product sophistication, and team caliber. Their model empowers consumers to access RDNs at little to no cost through insurance and supports healthcare providers to expand their businesses."

Fay also has backing from Grow Therapy founders Jake Cooper and Manoj Kanagaraj, known for their work in the MSO health services category, creating a three-way marketplace for mental health therapists.

As a startup, Fay is at the forefront of healthcare and food service innovation. By leveraging technology and strategic partnerships, Fay is making nutrition care seamless, accessible, and affordable across America. The company’s approach not only improves individual health outcomes but also contributes to the overall efficiency and effectiveness of the healthcare system.


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