Fay
Fay is a US digital health platform connecting 100,000+ members with a network of 4,000+ board-certified registered dietitians for insurance-covered nutrition counseling across 31+ specialties, leveraging AI-driven matching and direct billing to 700+ insurance plans.
- Company typePrivate
- Founded2020
- HeadquartersSchaumburg, United States
- Headcount251–500
- GTM typeB2C
- OfferingSoftware
What Fay does
Fay (legal name Fay Health, Inc.) is a US digital health company that operates a two-sided marketplace connecting consumers with a nationwide network of board-certified Registered Dietitians for personalized, insurance-covered nutrition counseling. The platform, accessible via faynutrition.com and iOS/Android apps, matches users to dietitians by specialty, location, and insurance plan, books appointments, and handles direct billing to 700+ in-network insurance plans including Blue Cross Blue Shield, United Healthcare, Aetna, and Cigna. The company serves 100,000+ members across all 50 states and supports 31+ specialty areas including weight management, diabetes, eating disorders, PCOS, gut health, and oncology nutrition.
The product surface comprises the core Fay Nutrition Platform, a member-facing mobile app for between-session engagement, a provider-facing platform that enables dietitians to run insurance-accepting private practices, and an employer-facing product for workforce nutrition benefits. AI is applied to dietitian matching, insurance verification, and scheduling, with a stated roadmap to expand into AI-powered meal planning and predictive health analytics. Distribution is anchored by in-network status across major US carriers covering 200 million Americans, a flagship integration with Amazon's Health Benefits Connector, and a Withings+ smart-health-device ecosystem integration.
Fay generates revenue primarily by billing insurance carriers on behalf of its dietitian network for covered medical nutrition therapy sessions, with most members paying $0-$12 per session out of pocket; out-of-network or uninsured members pay approximately $150 per session. The business model is a hybrid of consumer marketplace and B2B benefits channel, combining self-serve direct-to-consumer acquisition with enterprise partnerships to employers and health plans. The company is venture-backed with $75 million in total funding, including a $50 million Series B led by Goldman Sachs in February 2025 at a $500 million post-money valuation, with participation from General Catalyst and Forerunner.
Fay firmographics
Firmographics- Name
- Fay
- Legal name
- Fay Health, Inc.
- Website
- https://faynutrition.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Fay is a US digital health platform connecting 100,000+ members with a network of 4,000+ board-certified registered dietitians for insurance-covered nutrition counseling across 31+ specialties, leveraging AI-driven matching and direct billing to 700+ insurance plans.
- Ownership category
- akta.pro rank
Fay industry classification
Industry- Product category
- Nutrition Telehealth Platform
- NAICS
- Diet and Weight Reducing Centers (812191)
- SIC
- Hospital & Medical Service Plans (6324)
- akta.pro primary industry
- Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE)
- akta.pro secondary industries
- Membership/Subscription Concierge Virtual Care (HLALAAAH), General Nutrition Coaching (HSADAFAA), Care Navigation, Advocacy & Benefits Guidance Platforms (HLALADAJ), Chronic Condition Virtual Care & Disease Management (Payer-Sponsored) (HLALACAE), Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO), Cardiometabolic Nutrition (Heart Health, Cholesterol, Hypertension) (HSADAFAG), Eating Disorder Recovery Nutrition Support (HSADAFAM)
Keywords
Where Fay is headquartered
LocationHeadquarters
- HQ city
- Schaumburg
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fay business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Insurance-Covered Nutrition Sessions: Fay operates as a platform connecting members with registered dietitians, where sessions are billed directly to insurance. Most members pay between $0-$12 per session out-of-pocket through their insurance benefits. The company handles billing directly with insurance companies.
- Self-Pay Sessions: For members without insurance coverage or out-of-network visits, members pay the provider's standard self-pay rate, approximately $150 per session, with optional invoice for insurance reimbursement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Insurance-covered sessions |
| One time/ perpetual license | Pay-as-you-go | Self-pay without insurance coverage |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
Fay product offering
Product offeringCore offering
Fay operates a digital platform that connects individuals with a nationwide network of 4,000+ board-certified registered dietitians for personalized nutrition counseling, with sessions covered by health insurance across 700+ plans. The platform handles insurance verification, appointment booking, and direct billing with insurance carriers, allowing most members to pay $0-$12 per session out-of-pocket. Members can access both virtual and in-person nutrition counseling across 31+ specialties including weight management, diabetes, eating disorders, gut health, PCOS, and autoimmune conditions throughout all 50 US states.
Product overview
Fay operates as a digital health platform centered around its core Nutrition Platform, which connects individuals with a nationwide network of over 4,000 board-certified Registered Dietitians. The platform offers insurance-covered nutrition counseling services across 31+ specialties including weight loss, diabetes, eating disorders, gut health, and autoimmune conditions. The ecosystem includes a mobile app for iOS and Android enabling member engagement between sessions, a provider-facing platform for dietitians to manage private practices, and an employer-facing product for workforce nutrition benefits. All services integrate with over 700+ insurance plans, with most members paying $0 per session.
Differentiator
Problem solved
Functional benefit
Products and services
- Fay Nutrition Platform Digital platform that connects individuals with a nationwide network of 4,000+ board-certified registered dietitians for personalized nutrition counseling, with sessions covered by health insurance across 700+ plans. The platform handles insurance verification, appointment booking, and direct billing, and operates across all 50 states with 31+ specialties including weight management, diabetes, eating disorders, gut health, PCOS, and autoimmune conditions.
- Fay Mobile App iOS and Android mobile application enabling members to track progress, stay motivated, and maintain contact with their dietitians between sessions.
- For Dietitians (Private Practice Platform) Provider-facing platform enabling registered dietitians to start and manage their own private practice within Fay's network, accepting insurance, managing appointments, and reaching members across all 50 states.
- For Employers (Nutrition Benefits) Employer-facing product offering nutrition counseling benefits to employees, integrating with employer health plans and insurance to provide workforce access to registered dietitian services.
Quantifiable outcome
- 85% see improved lab results
- +7 more outcomes
Companies that use Fay
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Fay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability6 records
Feature3 records
Fay partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, flagship and minor.
- WithingscoreIntegration connecting Withings+ app users with Fay's network of dietitians, allowing users to book free initial consultations with health experts. The collaboration integrates personalized nutrition services into the Withings health ecosystem supporting preventative health efforts.
- AmazonflagshipFay became the first nutrition care provider on Amazon's Health Benefits Connector platform, which matches users with digital health solutions. This partnership provides visibility to Amazon's health-conscious customer base and integrates nutrition counseling into Amazon's broader telehealth ecosystem.
- Blue Cross Blue ShieldcoreIn-network insurance provider relationship enabling covered members to access Fay's registered dietitian services with low or no out-of-pocket costs.
- United HealthcarecoreIn-network insurance provider relationship enabling covered members to access Fay's registered dietitian services with low or no out-of-pocket costs.
- AetnacoreIn-network insurance provider relationship enabling covered members to access Fay's registered dietitian services with low or no out-of-pocket costs.
- CignacoreIn-network insurance provider relationship enabling covered members to access Fay's registered dietitian services with low or no out-of-pocket costs.
- The Alliance for Eating DisordersminorPartnership to expand access to specialized nutrition care for individuals with eating disorders and disordered eating patterns.
- New York Sports ClubminorPartnership to fuel member wellness journeys by connecting gym members with nutrition counseling services.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Fay competitors and assessment
Company assessmentBroad incumbents
- Included Health: Virtual care navigation and benefits guidance platform serving employers and health plans, with integrated clinical services. Adjacent incumbent that overlaps Fay in benefits navigation and employer/payer contracts.
- Teladoc Health: Largest virtual care platform offering general medical, mental health, and chronic condition services to insurers and employers. Adjacent incumbent that could expand into nutrition specialty and compete with Fay for payer and employer contracts.
- WW (Weight Watchers): Established consumer weight management program with digital tools, coaching, and GLP-1-era clinical offerings. Competes with Fay for the same weight-management consumer demand, though anchored in subscriptions rather than insurance-covered clinical care.
- Hims & Hers Health: D2C virtual care platform with growing nutrition and weight management offerings (including GLP-1s). Comparable to Fay in D2C virtual care distribution and pay-per-visit or subscription model, though broader in scope.
Others
- Livongo (Teladoc): Chronic condition management program (originally independent, now part of Teladoc) covering diabetes, hypertension, and weight via connected devices and coaching. Ecosystem reference point for payer-sponsored chronic care digital therapeutics where Fay is increasingly competing.
Emerging players
- Noom: Consumer-facing weight management and behavior change app with optional coaching. Adjacent competitor for weight-loss-conscious consumers but differs from Fay by relying on coaches rather than credentialed RDs and insurance coverage.
- Wellory: D2C nutrition coaching platform pairing users with nutritionists, with insurance and employer partnerships. Direct adjacency to Fay in the insurance-covered nutrition coaching category at earlier scale.
Direct peers
- Nourish: Telehealth platform connecting patients with Registered Dietitians covered by insurance. Direct competitor to Fay in the insurance-covered RD marketplace category.
- Omada Health: Payer- and employer-sponsored virtual care platform for chronic disease prevention and management (diabetes, hypertension, weight). Comparable to Fay in B2B/B2B2C distribution and insurance-covered, condition-specific nutrition interventions.
- Virta Health: Payer-sponsored virtual care platform for chronic conditions (notably diabetes reversal) using clinician-led nutrition and lifestyle therapy. Comparable to Fay in using insurance-covered, clinician-led nutrition to drive measurable metabolic outcomes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Fay social profiles
Digital presenceFay compliance and trust
Trust signalCompliance1 record
Fay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fay leadership team
Management profileNumber of profiles
Profiles2 records
Fay funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fay
What does Fay do?
Fay operates a digital platform that connects individuals with a nationwide network of 4,000+ board-certified registered dietitians for personalized nutrition counseling, with sessions covered by health insurance across 700+ plans. The platform handles insurance verification, appointment booking, and direct billing with insurance carriers, allowing most members to pay $0-$12 per session out-of-pocket. Members can access both virtual and in-person nutrition counseling across 31+ specialties including weight management, diabetes, eating disorders, gut health, PCOS, and autoimmune conditions throughout all 50 US states.
Is Fay a public or private company?
Fay is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fay founded?
Fay was founded in 2020. It employs 251 to 500 people.
Where is Fay based?
Fay is headquartered in Schaumburg, United States, in the North America region.
How does Fay make money?
Two revenue lines are on record. Insurance-Covered Nutrition Sessions are the primary driver. The others are self-Pay Sessions.
Who are Fay's main competitors?
Broad incumbents on record are Included Health, Teladoc Health, WW (Weight Watchers) and Hims & Hers Health. Livongo (Teladoc) is listed as an others. Emerging players are Noom and Wellory. Direct peers are Nourish, Omada Health and Virta Health.
Does Fay have an API?
No public API is recorded for Fay.
What industry is Fay in?
Fay's product category is Nutrition Telehealth Platform. Its primary akta.pro industry code is HSADAFAE, Medical Nutrition Therapy (Registered Dietitian), with a secondary code of HLALAAAH, Membership/Subscription Concierge Virtual Care. Its NAICS code is 812191 and its SIC code is 6324.