ZOE
ZOE is a London-based personalized nutrition company that sells direct-to-consumer subscriptions combining an AI-powered microbiome test and mobile app to deliver personalized food scores and blood sugar/fat predictions, targeting 120,000+ health-conscious consumers across the US, UK, Ireland, and the Netherlands.
- Company typePrivate
- Founded2017
- HeadquartersBoston, United States
- Headcount251–500
- GTM typeB2C
- OfferingSoftware
What ZOE does
ZOE is a personalized nutrition company founded in 2017 in London by Professor Tim Spector (King's College London), Jonathan Wolf, and George Hadjigeorgiou, with US operations based in Needham, Massachusetts. The company sells a direct-to-consumer subscription that bundles an at-home stool-sample Gut Health Test — sequenced via shotgun metagenomics against a proprietary database of 300,000+ microbiome profiles — with an AI-driven mobile app delivering personalized food scores, blood fat and glucose response predictions, mindful eating tools, and a generative AI nutrition coach called AskZiggie. The technology is grounded in the PREDICT studies (PREDICT 1: 1,106 participants; PREDICT 2: 1,200; PREDICT 3: 100,000 ongoing), conducted with King's College London, Massachusetts General Hospital, Stanford Medicine, and Harvard T.H. Chan School of Public Health, and supported by 75+ peer-reviewed publications in Nature, Nature Medicine, Cell, BMJ, and The Lancet.
ZOE's revenue model is a freemium-to-paid subscription stack. The free ZOE Science & Nutrition app offers AI food tracking, photologging, and the Processed Food Risk Scale; ZOE Plus premium in-app access is priced at $99.99/year or $15.99/month. Paid memberships are tiered into Start ($24.99/month, rolling 4 months) and Core ($9.99/month, rolling 12 months) plans that include the Gut Health Test and personalized app features. Adjacent revenue lines include the Daily30 / Daily30+ whole-food prebiotic supplement subscription (75,000+ customers, 16M+ servings sold), the new Gut Health Bar snack product, Klarna installment financing, and Stripe-processed recurring billing. Distribution is entirely direct-to-consumer via zoe.com and the iOS/Android apps, with the ZOE Science & Nutrition podcast (14M+ downloads, #1 in the UK) acting as the primary top-of-funnel engine.
The customer base spans 120,000+ program users across the US (excluding New York), UK, Ireland, and the Netherlands, with operating geographies extending to Germany and Spain. Adjacent product lines and verticals include the free MenoScale calculator (menopause, based on 70,000+ women) and positioning for GLP-1 medication users seeking sustainable nutrition. ZOE has raised approximately $118M in total funding across a Series B and two extensions, was valued at £209M in December 2022 with a third-party estimated valuation of ~$500M in 2025, and employs 251–500 people. The company acquired Fascinate Productions in July 2024 to bring its podcast production in-house and launched ZOE 2.0 — a simplified stool-only test and next-generation app — in September 2025.
ZOE firmographics
Firmographics- Name
- ZOE
- Legal name
- Zoe Limited
- Website
- https://zoe.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- ZOE is a London-based personalized nutrition company that sells direct-to-consumer subscriptions combining an AI-powered microbiome test and mobile app to deliver personalized food scores and blood sugar/fat predictions, targeting 120,000+ health-conscious consumers across the US, UK, Ireland, and the Netherlands.
- Ownership category
- akta.pro rank
ZOE industry classification
Industry- Product category
- Personalized Nutrition
- NAICS
- Food (Health) Supplement Retailers (456191)
- akta.pro primary industry
- Gut Health & Digestive Nutrition (IBS, GERD, Elimination Diets) (HSADAFAH)
- akta.pro secondary industry
- Probiotics & Digestive Health Supplements (CRADAGAF)
Keywords
Where ZOE is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
ZOE business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Supply Chain, Operations
Revenue model
- ZOE Membership Subscription: Recurring subscription for the personalized nutrition program combining the ZOE App with a Gut Health Test. Two main plans: Start at $24.99/month (rolling 4 months) and Core at $9.99/month (rolling 12 months). Automatic renewal unless cancelled. Membership includes access to the app with personalized scores, food tracking, mindful eating tools, and member community.
- ZOE Plus App Subscription: Premium in-app subscription offered at $99.99/year or $15.99/month. Provides full access to personalized scores, unlimited learning content, and ad-free experience. Handled through App Store subscriptions.
- Daily30 Supplement Sales: Direct-to-consumer sales of Daily30, a whole-food prebiotic supplement containing 30+ plants. Sold as subscription with monthly or 4-month plans. 75,000+ customers and 16M+ servings sold. Vegan, gluten-free formulation designed by ZOE gut health scientists.
- Gut Health Test Kit (Bundled with Membership): At-home hygienic stool sample kit included with membership plans. Analyzed using shotgun metagenomics to provide a gut microbiome score out of 1,000 and a list of 'good' and 'bad' gut bugs. Newer simplified test (from 2025) no longer requires cookies, blood samples, or CGM.
- Gut Health Bar (Food Product): New own-brand food product (Gut Health Bar) sold direct-to-consumer alongside Daily30 supplement, expanding food product line.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | ZOE Plus - Premium in-app subscription with personalized scores, unlimited learning, ad-free experience |
| Subscription | Monthly | Start Plan - ZOE Membership + Gut Health Test |
| Subscription | Monthly | Core Plan - ZOE Membership + Gut Health Test (longer commitment) |
| Unit Pricing | Monthly | Daily30 - Whole-food prebiotic supplement (30+ plants) |
| Freemium | Pay-as-you-go | Free ZOE App (with optional ZOE Plus upgrade) |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels8 records
ZOE product offering
Product offeringCore offering
ZOE sells a direct-to-consumer personalized nutrition subscription combining an AI-driven mobile app with an at-home stool-sample Gut Health Test kit analyzed via shotgun metagenomics, supplemented by its Daily30 whole-food prebiotic supplement and the free MenoScale menopause scoring tool. Members receive a personalized gut microbiome score, individual food scores, an AI nutrition coach (AskZiggie), and food barcode scanning via the proprietary Processed Food Risk Scale, all grounded in data from the PREDICT clinical study program covering 300,000+ microbiome profiles.
Product overview
ZOE operates a single integrated personalised nutrition platform centred on the ZOE App & Gut Health Test subscription (now branded ZOE 2.0), augmented by a portfolio of complementary products, content, and research assets. The core membership combines an AI-powered mobile app with a stool-sample Gut Health Test to deliver personalised microbiome scoring and food advice; subscribers can layer on the Daily30 / Daily30+ whole-food supplement, the new Gut Health Bar snack, and (separately) the free ZOE Plus in-app premium tier. Surrounding the membership are the MenoScale Calculator (a free menopause symptom tool), the ZOE Science & Nutrition podcast (with over 3.5 million monthly downloads), the ZOE Health Academy content hub, the Photologging companion app, the underlying PREDICT studies and ZOE Health Study research platforms, and the Gut Health Challenge documentary. Together these form a vertically integrated stack spanning consumer product, content, and clinical research.
Differentiator
Problem solved
Functional benefit
Brands
- Daily30 (Daily30+): ZOE's first own-brand whole-food prebiotic supplement containing over 30 plants designed to support gut health, daily nutrition, and energy.
- ZOE App
- ZOE Science & Nutrition Podcast
- MenoScale
- ZOE Health Study
- PREDICT
- ZOE Health Academy
- Gut Health Bar
- Gut Health Test
Products and services
- ZOE Membership (App + Gut Health Test) ZOE's flagship subscription product combining an AI-driven personalized nutrition mobile app with an at-home stool-sample Gut Health Test kit analyzed via shotgun metagenomics. Members receive a personalized microbiome score out of 1,000, personalized food scores, a Processed Food Risk Scale for barcode scanning, and an in-app AI nutrition coach (AskZiggie). Available in two tiers: Start at $24.99/month rolling for 4 months and Core at $9.99/month rolling for 12 months.
- Daily30 / Daily30+ Prebiotic Supplement ZOE's first own-brand consumer supplement: a sprinkle-on-food powder blend of 30+ plants (fruits, vegetables, mushrooms, herbs, seeds, nuts, legumes, wholegrains, seaweed, and kombucha). Vegan and gluten-free formulation designed by ZOE gut health scientists. Sold via monthly or 4-month subscription plans. Validated by the BIOME RCT (n=349) with 98.3% compliance and a 5-point improvement in ZOE microbiome score over 6 weeks.
- MenoScale Calculator Free online 20-question menopause symptom scoring tool producing a score out of 100. Built on data from over 70,000 women in the world's largest menopause-diet study. Helps users identify symptoms, learn how food and lifestyle impact them, and track score changes over time. Licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International for non-commercial research use.
- Gut Health Bar ZOE-branded snack bar product launched on the UK storefront as a portable extension of the gut-health food portfolio. Positioned alongside the Daily30 supplement as part of ZOE's expanding own-brand food line.
- ZOE Plus (Premium In-App Subscription) Premium in-app subscription tier providing personalized scores, unlimited learning content, and an ad-free experience within the ZOE Science & Nutrition app. Priced at $99.99 per year or $15.99 per month. Billed through App Store subscriptions.
- Photologging App Free AI-powered photo-only food logging app launched in the US in August 2025. Identifies foods from user-submitted photos and estimates calories (within ~7%), carbohydrates (within ~3%), and protein (within ~1%) without manual logging. Includes ZOE's Processed Food Risk Scale and an AI nutrition coach.
Quantifiable outcome
- Up to 37% lower MenoScale scores after dietary changes
- +9 more outcomes
Companies that use ZOE
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
ZOE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability10 records
Feature7 records
ZOE partnerships and signals
Strategic signalScale indicators13 records
Recent moves7 records
Expansion highlights6 records
ZOE competitors and assessment
Company assessmentDirect peers
- Viome: Viome sells at-home gut microbiome tests paired with personalised nutrition recommendations and supplements, occupying the same direct-to-consumer microbiome-personalisation category as ZOE. Both monetise a test-plus-app-plus-supplements stack targeting health-conscious consumers.
- DayTwo: DayTwo provides microbiome-based personalised nutrition with an AI platform that recommends foods to balance blood sugar, closely mirroring ZOE's PREDICT-derived blood-glucose personalisation. It serves both consumers and B2B wellness programmes, overlapping ZOE's enterprise ambitions.
- InsideTracker: InsideTracker delivers biomarker-driven personalised nutrition and longevity recommendations using blood and DNA testing. It competes with ZOE on the same evidence-based personalisation promise, though it relies on blood rather than microbiome data.
- Levels Health: Levels is a CGM-based metabolic health platform that translates continuous glucose data into personalised nutrition and lifestyle recommendations. It overlaps with ZOE's blood-sugar-response personalisation pillar, even as ZOE 2.0 removes the CGM requirement.
Broad incumbents
- Thorne: Thorne is a premium supplement and personalised wellness brand with a broad portfolio across nutrition, sleep, and performance. It is a broader incumbent that overlaps with ZOE's Daily30 supplements line and shares a science-led brand positioning.
- AG1 (Athletic Greens): AG1 is a daily foundational nutrition supplement brand with a large direct-to-consumer subscriber base. It is a broader incumbent competing with ZOE Daily30 in the daily-nutrition routine category.
- Noom: Noom is a scaled digital health platform focused on weight management and behaviour change. While not microbiome-led, it competes with ZOE for the same health-conscious consumer wallet share around food, weight, and habit change.
- Care/of: Care/of delivers personalised daily vitamin packs based on a short consumer quiz, a science-positioned D2C supplement brand. It overlaps with ZOE's premium supplement positioning, though with simpler personalisation and lower prices.
- MyFitnessPal: MyFitnessPal is the largest food-tracking app globally, offering calorie and macro logging. It competes with ZOE's free AI food-tracking features in the photologging app and overlaps on the consumer nutrition-intelligence proposition.
Emerging players
- Nourish: Nourish is a telehealth platform connecting consumers with registered dietitians for personalised nutrition counselling. It is an emerging, more clinician-led alternative to ZOE's algorithmic approach, with overlap in evidence-based personalised nutrition for chronic conditions.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
ZOE social profiles
Digital presenceZOE compliance and trust
Trust signalCompliance1 record
ZOE financial estimates
Financial estimateRevenue estimate
Valuation estimate
ZOE leadership team
Management profileNumber of profiles
Profiles9 records
ZOE subsidiaries and ownership
Company hierarchySubsidiaries1 record
ZOE funding detail
Funding detailFunding overview
Funding rounds9 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ZOE M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ZOE
What does ZOE do?
ZOE sells a direct-to-consumer personalized nutrition subscription combining an AI-driven mobile app with an at-home stool-sample Gut Health Test kit analyzed via shotgun metagenomics, supplemented by its Daily30 whole-food prebiotic supplement and the free MenoScale menopause scoring tool. Members receive a personalized gut microbiome score, individual food scores, an AI nutrition coach (AskZiggie), and food barcode scanning via the proprietary Processed Food Risk Scale, all grounded in data from the PREDICT clinical study program covering 300,000+ microbiome profiles.
Is ZOE a public or private company?
ZOE is a private company. It is classified as venture growth investor backed and is currently operating.
When was ZOE founded?
ZOE was founded in 2017. It employs 251 to 500 people.
Where is ZOE based?
ZOE is headquartered in Boston, United States, in the North America region.
How does ZOE make money?
Five revenue lines are on record. ZOE Membership Subscription is the primary driver. The others are ZOE Plus App Subscription, daily30 Supplement Sales, gut Health Test Kit (Bundled with Membership) and gut Health Bar (Food Product).
Who are ZOE's main competitors?
Direct peers on record are Viome, DayTwo, InsideTracker and Levels Health. Broad incumbents are Thorne, AG1 (Athletic Greens), Noom, Care/of and MyFitnessPal. Nourish is listed as an emerging player.
Does ZOE have an API?
No public API is recorded for ZOE.
What industry is ZOE in?
ZOE's product category is Personalized Nutrition. Its primary akta.pro industry code is HSADAFAH, Gut Health & Digestive Nutrition (IBS, GERD, Elimination Diets), with a secondary code of CRADAGAF, Probiotics & Digestive Health Supplements. Its NAICS code is 456191.