Concierge and Functional Medicine — Redefining Preventative Health for the Next Decade
A growing wave of startups is reshaping how healthcare is delivered: concierge medicine meets functional and integrative health. By focusing on prevention, personalization, and access, these companies are creating a new category of care that appeals to both high-net-worth individuals and increasingly, scaled employer benefits. Investors are taking notice.
1. Forward — Concierge Meets Tech-First Primary Care
Forward, founded by former Google executive Adrian Aoun, raised more than $225 million from investors including SoftBank and Khosla Ventures. Its membership-based model blends AI diagnostics, biometric sensors, and 24/7 access to physicians for a tech-enabled concierge experience. Forward positions itself as preventative care infrastructure rather than reactive healthcare. goforward.com
2. Parsley Health — Functional Medicine at Scale
Founded by Dr. Robin Berzin, Parsley Health integrates primary care with functional medicine, nutrition, and advanced diagnostics. With backing from White Star Capital, FirstMark Capital, and Amplo, Parsley has raised more than $100 million to expand nationwide. Its focus: personalized root-cause medicine delivered in a modern, membership-based framework. parsleyhealth.com
3. Wild Health — Precision Medicine Meets Genetics
Wild Health, acquired by Lifetime Fitness, offers concierge precision medicine programs that combine genetic testing, lifestyle coaching, and continuous monitoring. Its model demonstrates how personalized health can scale from boutique practices into corporate wellness ecosystems. wildhealth.com
4. Sollis Health — Concierge Care as a Lifestyle Asset
Sollis Health provides 24/7 concierge medicine across New York, Los Angeles, and Miami, positioning itself less as “urgent care” and more as a luxury health membership club. With backing from Deerfield Management, Sollis reflects how concierge care can be both high-touch and investor-scale. sollishealth.com
5. Capital Trends in Concierge + Functional Care
The concierge medicine market was valued at over $19 billion in 2023 and is projected to grow at 10–11% CAGR through 2030.
Investors are drawn to subscription-style revenue models (predictable MRR) and hybrid care models that blend physical clinics with telehealth.
As employers seek preventative solutions, partnerships with functional medicine startups are moving from niche perks to corporate wellness infrastructure.
Why This Matters for 27K Ventures
Preventative shift: Startups like Parsley and Forward prove that health systems built on prevention are both clinically effective and economically investable.
Membership economics: Concierge models mirror SaaS economics — recurring revenue, loyal members, and high LTV.
Luxury to scalable: Once exclusive to the elite, concierge health is evolving into scalable frameworks through tech integration and employer adoption.
White space: Opportunities exist in diagnostics, data interpretation, and care coordination — areas that can supercharge functional medicine models.
Bottom Line: Concierge and functional medicine startups are rewriting the script for healthcare: shifting from reactive to proactive, from episodic to continuous, and from one-size-fits-all to deeply personalized. For investors, the space offers both cultural cachet and scalable returns.