Rupa Health

What Rupa Health does

Rupa Health is a cloud-based specialty lab ordering and management platform that aggregates more than 30 laboratory companies and 3,000+ tests into a single dashboard for licensed health and wellness practitioners. The platform lets physicians, nurse practitioners, functional medicine doctors, and integrative practitioners order tests, track patient results over time, compare lab options by price and biomarkers, and manage phlebotomy logistics without maintaining separate accounts at each lab company. Core technical components include EHR integrations with 9+ systems (Practice Better, Healthie, Cerbo, OptiMantra, Elation, BodySite, Optimal DX, PracticeQ, Kalix Health), automated PDF and screenshot parsing for lab results, AI-generated personalized food plans, and a patient portal for requisition delivery and result access. The platform is HIPAA and HITECH compliant and is distributed both directly via self-serve signup at labs.rupahealth.com and through an enterprise motion targeting hospital systems and integrative departments.

Rupa Health operates a product-led, freemium-to-transaction model. Practitioner accounts are free with no subscription or membership fee. Revenue is generated primarily through a 7% service fee charged to patients on top of wholesale lab test prices, with an extended payment plan option providing additional processing economics. Practitioner-pay and custom-billing configurations are also supported, and on the Fullscript platform a reduced 3% service fee applies to specialty kit prices. Customer segments span solo practitioners and micro clinics, multi-practitioner clinics, and hospital systems, with patients as a secondary end user. The go-to-market combines PLG signup with content-driven community building through Rupa University, bootcamps, The Root Cause Medicine Podcast, and a Lab Reference Guide, supplemented by EHR integration-led distribution and an enterprise sales motion.

The company was founded in 2018 (per firmographic data; a separate source states 2021) and is headquartered in San Francisco, California, with a registered entity address in Manchester, New Hampshire. Rupa Health raised a $5.8M seed in August 2021 and a $20M Series A in March 2022 led by Bessemer Venture Partners, with participation from First Round Capital, Floodgate, Union Square Ventures, and others. In October 2024, Rupa Health was acquired by Fullscript, an Ottawa-based whole person care platform, and now operates as an integrated brand within Fullscript's combined provider and patient ecosystem of 125,000+ providers and 10M+ patients.

Name

Rupa Health

Legal name

Rupa, Inc.

Website

https://rupahealth.com

Company type

Private

Founded year

2021

Operating status

Acquired

Headcount range

101–250 employees

Short description

Rupa Health is a cloud-based lab ordering platform that aggregates 30+ specialty laboratories and 3,000+ tests into a single dashboard for health and wellness practitioners. It charges a 7% patient service fee, is now a Fullscript company, and serves 125,000+ providers.

Ownership category

akta.pro rank

Product category

Specialty Lab Ordering Platform

NAICS

Software Publishers (5132)

SIC

Services-Medical Laboratories (8071)

akta.pro primary industry

Lab Analytics, Utilization Management & Operational Intelligence (HLACAMAK)

akta.pro secondary industries

Remote Diagnostics & Point-of-Care (Connected Testing, Home Lab Devices) (HLACAPAK), Robotic Process Automation (RPA) & Hyperautomation Platforms (HDAEAKAF)

Keywords

• Specialty lab ordering
• Lab management platform
• EHR-integrated lab platform
• Functional medicine lab testing
• Telehealth lab ordering

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Transaction / Service Fees on Lab Tests: Rupa is free for practitioners to use. Revenue is generated through a 7% service fee charged to patients on top of wholesale lab test prices. Practitioners can also choose to pay upfront and charge patients separately. The platform acts as a billing agent for lab companies, collecting and remitting fees. On Fullscript, the service fee is 3% applied only to specialty kit prices.
2. Extended Payment Plans: Patients can apply for extended payment plans to spread the cost of lab tests over time, generating additional processing or financing revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Rupa Health operates a cloud-based specialty lab ordering and management SaaS platform that enables healthcare practitioners to order, track, and manage over 3,000 tests from 30+ lab companies through a single dashboard. The platform includes EHR integrations across 9+ clinical systems, AI-powered result parsing and trending, a patient portal for requisitions and result access, and AI-generated personalized food plans. Practitioners use the platform free of charge; revenue is generated through a 7% patient service fee on top of wholesale lab prices.

Product overview

Rupa Health is a specialty laboratory services platform that operates as a unified platform with multiple integrated modules. The core product is the lab ordering platform enabling practitioners to order from 3,000+ tests across 30+ lab companies through a single dashboard. Key modules include: Lab Test Catalog for discovery and comparison, Trends for tracking results over time with AI-powered parsing, Blood Lab Dashboards for result visualization, Food Plans powered by Rupa AI for personalized nutrition recommendations, LabShops for creating testing storefronts, and Lab Test Comparisons for evaluating options. The platform also includes Rupa University for practitioner education and Patient Portal for patient-facing result access. Rupa was acquired by Fullscript in October 2024 to expand whole person care capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Rupa Health Lab Ordering Platform

Quantifiable outcome

• Save 15+ hours per week in administrative time for solo practitioners
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability4 records

Feature9 records

Partnerships

Twelve partnerships are on record, tiered flagship / core and core.

• Fullscriptflagship / coreOthers · 10 October 2024Fullscript, a healthcare platform for whole person care headquartered in Ottawa, Ontario, acquired Rupa Health in October 2024. The acquisition combined Rupa's lab management capabilities (30+ lab companies, 3,000+ tests) with Fullscript's supplementation and treatment planning tools, creating a unified platform serving over 125,000 providers and 10 million patients. Terms were not disclosed.
• Tiny HealthcoreTechnology or Integration · 26 June 2024Tiny Health, the first at-home gut microbiome test for babies (0–3 years), partnered with Rupa Health to expand access to at-home microbiome testing through Rupa's practitioner network. Tiny Health's Gut Health Tests, PRO Gut Health Tests, and Vaginal Tests were made available through Rupa's platform. The partnership enabled Tiny Health to expand from 800+ practitioners to over 1,000 practitioners. The collaboration aims to address the pediatric chronic conditions crisis by enabling earlier identification of microbiome imbalances within a child's first 1,000 days.
• Quest DiagnosticscoreTechnology or IntegrationRupa partnered with Quest Diagnostics to offer fast, convenient blood draws with instant digital requisitions and no physical kit. Quest offers nationwide phlebotomy coverage with 90% of Rupa patients within 15 miles of a Quest Patient Service Center, a comprehensive test menu, and affordable pricing. Quest replaced Access Labcorp Draw tests on the platform.
• LabcorpcoreTechnology or IntegrationLabcorp serves as a key blood draw partner for Rupa Health. Practitioners can access Labcorp draws, and DHA Laboratory partners exclusively with Labcorp for blood draws. Rupa provides practitioners and patients with access to Labcorp's nationwide phlebotomy network.
• Access Medical LabscoreTechnology or IntegrationAccess Medical Labs is a key lab partner on Rupa's platform, offering basic and specialty blood panels. Access Medical Labs supports Rupa's preliminary results feature, delivering individual biomarker results immediately after processing. Access Labcorp Draw tests are also offered, with pricing noted to increase in November 2025.
• Genova DiagnosticscoreTechnology or IntegrationGenova Diagnostics is a specialty lab partner on Rupa's platform, offering functional medicine lab tests including GI, hormone, and metabolic panels.
• Precision Analytical (DUTCH)coreTechnology or IntegrationPrecision Analytical (DUTCH) is a specialty lab partner on Rupa's platform, known for its comprehensive hormone testing (DUTCH Test).
• Boston Heart DiagnosticscoreTechnology or IntegrationBoston Heart Diagnostics is a specialty lab partner on Rupa's platform, offering advanced cardiovascular and metabolic testing panels.
• Doctor's DatacoreTechnology or IntegrationDoctor's Data is a specialty lab partner on Rupa's platform, offering functional medicine tests including stool analysis, elemental hair analysis, and urinary neurotransmitter panels.
• Cyrex LaboratoriescoreTechnology or IntegrationCyrex Laboratories is a specialty lab partner on Rupa's platform, offering advanced antibody and autoimmune testing.
• Mosaic Diagnostics (formerly Great Plains)coreTechnology or IntegrationMosaic Diagnostics (formerly Great Plains Laboratory) is a specialty lab partner on Rupa's platform, offering comprehensive functional medicine testing including organic acids, food sensitivity, and environmental pollutant panels.
• EHR Partners (Practice Better, Healthie, Cerbo, OptiMantra, Elation, BodySite, Optimal DX, PracticeQ, Kalix Health)coreTechnology or IntegrationRupa integrates with 9+ EHR systems enabling practitioners to submit lab orders and receive results directly within their existing EHR workflow. This deep interoperability creates a seamless clinical experience and drives adoption among practitioners already using these platforms.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Fullscript: Parent company of Rupa Health since October 2024. Fullscript is a practitioner-focused supplement and treatment planning platform serving 125,000+ providers and 10M+ patients; Rupa's lab ordering is being integrated into Fullscript's unified whole-person-care platform, making it the most directly comparable operating peer.

Emerging players

• Function Health: Direct-to-consumer specialty lab testing platform offering broad biomarker panels with practitioner interpretation. Comparable to Rupa in lab catalog breadth and biomarker-tracking focus, but DTC consumer-first vs. Rupa's practitioner-first go-to-market.
• DirectLabs: Direct-to-consumer online lab ordering service providing discounted blood tests without a physician visit. Comparable to Rupa on lab aggregation and transparent pricing, but lacks the practitioner workflow, EHR integrations, and AI parsing capabilities.
• Marek Health: Online men's health and hormone testing platform offering specialty bloodwork with provider consultations. Comparable to Rupa on specialty lab ordering and functional medicine orientation, though narrower in therapeutic focus and more DTC in distribution.
• Paloma Health: Telemedicine platform focused on thyroid conditions combining at-home specialty testing with endocrinology consultations. Comparable to Rupa on the specialty lab ordering + practitioner workflow combination, but narrowly focused on thyroid care.

Direct peers

• InsideTracker: Personalized health analytics platform that combines blood biomarker testing with AI-driven recommendations for nutrition, supplements, and lifestyle. Overlaps with Rupa's Trends tracking and Food Plans AI features, and serves a similar functional/preventive medicine customer base.
• WellnessFX (Kailo Labs): Practitioner-facing lab analytics and specialty testing platform offering biomarker dashboards, trending, and personalized recommendations. Closely comparable to Rupa in combining lab aggregation, results interpretation, and practitioner workflow tooling for integrative medicine.

Others

• Quest Diagnostics: Largest U.S. reference laboratory and a key Rupa partner for blood draws and routine testing. Comparable because Quest offers its own practitioner ordering portal and patient service center network, positioning it as both supplier and potential competitor to Rupa's aggregator model.
• Labcorp: Major U.S. clinical laboratory network providing phlebotomy and routine/specialty testing. Labcorp serves as a draw partner on Rupa's platform while also offering its own practitioner ordering tools — a dual supplier/competitor dynamic similar to Quest.
• ZRT Laboratory: Specialty laboratory offering hormone and wellness testing (dried urine, blood spot, saliva) — directly comparable to several Rupa-partnered labs (e.g., DUTCH, Access Medical Labs) and a potential alternative supplier or competitor for practitioners seeking hormone panels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Rupa_Health
• YouTubeyoutube.com/channel/UC0OCnn7DiLPmLm9VV5VPF1A
• Facebookfacebook.com/rupahealth
• LinkedInlinkedin.com/company/rupahealth
• Instagraminstagram.com/rupa_health

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rupa Health