Eli
Eli Health builds the Hormometer, a saliva-based hormone monitoring system that uses an AI-driven smartphone app to deliver cortisol, progesterone, and testosterone readings in roughly 20 minutes, sold direct-to-consumer via subscriptions for stress, sleep, athletic, perimenopause, and vitality use cases.
- Company typePrivate
- Founded2019
- HeadquartersMontréal, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Eli does
Eli Health, founded in 2019 and headquartered in Montreal, Canada, has built the Hormometer platform — a saliva-based hormone monitoring system that produces hormone readings in roughly 20 minutes using a lateral flow assay strip scanned through a smartphone camera and interpreted by an in-app AI computer-vision model. The platform measures free (bioavailable) cortisol, progesterone, and testosterone, with reported 97% accuracy against a laboratory reference method for cortisol and roughly 80%+ agreement with research-grade ELISA. The technology stack is anchored by 6+ years of in-house R&D, over 2,000 assay iterations, and 12+ patent-pending technologies.
The company sells the Hormometer primarily direct-to-consumer through its e-commerce site eli.health and an iOS app (Android in development), with subscriptions of $199 (3-month supply of 24 tests) or $349 (6-month supply of 48 tests), a $99 one-time Discovery Pack, and HSA/FSA eligibility via the Burst partnership. A parallel B2B2C motion targets wellness operators (e.g., Canyon Ranch) and clinical partners, supported by expert endorsements from endocrinologists, OBGYNs, and longevity physicians. Customer segments emphasized in marketing include stress and sleep management, athletes and high performers, women in perimenopause/menopause, fertility tracking, weight/metabolism, and men's vitality.
Eli has raised approximately $19M+ across disclosed rounds (a 2019 Techstars pre-seed, a 2020 round, a 2023 $3.6M seed led by Muse Capital with RH Capital and Cake Ventures, and a June 2025 $12M USD Series A led by BDC Capital). The business is privately held and currently operates with a small Montreal-based team, having transitioned from beta to public launch around 2025.
Eli firmographics
Firmographics- Name
- Eli
- Legal name
- Eli Health
- Website
- https://eli.health
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Eli Health builds the Hormometer, a saliva-based hormone monitoring system that uses an AI-driven smartphone app to deliver cortisol, progesterone, and testosterone readings in roughly 20 minutes, sold direct-to-consumer via subscriptions for stress, sleep, athletic, perimenopause, and vitality use cases.
- Ownership category
- akta.pro rank
Eli industry classification
Industry- Product category
- At-Home Hormone Diagnostics
- NAICS
- In-Vitro Diagnostic Substance Manufacturing (325413)
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835)
- akta.pro primary industry
- Blood Pressure Monitors (Smart Cuffs) (CRACAQAB)
Keywords
Where Eli is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Eli business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Supply Chain, Marketing or Sales, Operations, Infrastructure
Revenue model
- Direct-to-Consumer Hormone Tests (Subscription): Recurring subscription model delivering test kits on a quarterly or semi-annual basis. Includes free shipping, free expert onboarding call, and access to the Eli app. Tests delivered every 3 or 6 months at discounted per-test rates. Flexible cancellation and pause options.
- Direct-to-Consumer Hormone Tests (One-Time): One-time purchase of test packs (Discovery Pack, Cortisol Pack) for non-subscribers. Results in minutes with the app.
- HSA/FSA Eligible Purchases: Many customers can use HSA or FSA funds with a Letter of Medical Necessity (LMN) issued through partner Burst, enabling pre-tax reimbursement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | 3-Month Supply Subscription |
| Subscription | Annual | 6-Month Supply Subscription |
| Unit Pricing | Pay-as-you-go | Complete Rhythm Pack (Promo) |
| Unit Pricing | Pay-as-you-go | Summer Signal Pack (Promo) |
| Unit Pricing | Pay-as-you-go | Discovery Pack (One-Time) |
| Subscription | Pay-as-you-go | Base Pack (Athletes) |
| Subscription | Annual | Core Pack (Athletes) |
| Subscription | Annual | Pro Pack (Athletes) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels10 records
Eli product offering
Product offeringCore offering
Eli Health sells the Hormometer™ platform — single-use saliva test cartridges that pair with an AI-powered smartphone app to deliver free cortisol, progesterone, and testosterone readings in approximately 20 minutes without a separate hardware reader. The platform is sold direct-to-consumer via eli.health and the iOS Eli App through subscriptions (3-month or 6-month deliveries) and one-time test packs, with a Discovery Pack entry bundle and an athlete-oriented Eli Training Kit protocol.
Product overview
Eli Health offers the Hormometer™ platform — the world's first instant hormone monitoring system. The platform consists of single-use saliva test cartridges combined with a smartphone app that uses AI-powered computer vision to read test results in approximately 20 minutes, with no separate hardware reader required. The core product is the Cortisol Hormometer™ (generally available), supported by the Progesterone Hormometer™ (pre-order/waitlist) and Testosterone Hormometer™ (pre-sales). Testing is available via subscription plans (3-month or 6-month deliveries), one-time Discovery Pack purchases, or specialized bundles such as the Training Kit for athletes. The company was founded to address women's health hormone tracking gaps and has expanded to serve general wellness, stress management, sleep optimization, athletic performance, and metabolic health.
Differentiator
Problem solved
Functional benefit
Brands
- Hormometer™: The first instant hormone monitoring system that provides real-time hormone results from saliva samples using smartphone technology
- Hormometer™ Cortisol
- Hormometer™ Progesterone
- Hormometer™ Testosterone
Products and services
- Hormometer™ Cortisol Tests Single-use saliva test cartridges paired with the Eli iOS app that measure free cortisol and map the diurnal cortisol curve and cortisol awakening response in approximately 20 minutes with 97% accuracy versus a laboratory reference method. Delivered via 3-month ($199) or 6-month ($349) subscriptions or as one-time purchases; for adults tracking stress, sleep, hormonal shifts, athletic recovery, and metabolic health.
- Hormometer™ Progesterone Tests Saliva-based progesterone test that monitors luteal phase progesterone levels, identifies the ovulation window, and decodes cycle hormonal shifts in approximately 20 minutes with 94% correlation to laboratory reference methods. Available via pre-order; intended for cycle tracking, fertility awareness, and perimenopause/menopause support.
- Hormometer™ Testosterone Tests Saliva-based free (unbound) testosterone test that tracks energy, strength, mood, libido, and long-term vitality in approximately 20 minutes. Available via pre-sales/waitlist; aimed at men over 18 seeking frequent testosterone monitoring without repeated lab visits.
- Discovery Pack (Cortisol) Entry-level one-time bundle containing 2 packs (8 tests) of the Hormometer Cortisol test at $99, intended as a low-commitment way to try the system before subscribing.
- Eli Training Kit (Cortisol Performance Testing Protocol) Structured cortisol testing protocol for athletes and active individuals, available in three tiers — Base Pack (24 tests), Core Pack (48 tests, twice-a-day twice-weekly for diurnal curve), and Pro Pack (72 tests, four-times-a-day twice-weekly) — including shareable PDF data reports for coaches and an expert onboarding call.
Quantifiable outcome
- 97% accuracy vs. laboratory reference method for cortisol testing
- +4 more outcomes
Companies that use Eli
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles3 records
Eli technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature6 records
Eli partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- McGill UniversityminorResearch partnership with McGill University to confirm the validity of saliva for hormone monitoring. Part of Eli's strategy to leverage academic partnerships to ensure greater access to its product and accelerate adoption of continuous hormone monitoring.
- Canyon RanchcoreCanyon Ranch, a leading wellness resort and health spa, has integrated Eli's cortisol monitoring into their wellness programs. Dr. Jennifer Wagner, Chief Health and Performance Officer at Canyon Ranch, uses the Hormometer to help connect sleep, training load, and daily stress data for clients.
- Burst (HSA/FSA Reimbursement Partner)minorBurst is a partner enabling customers to use HSA/FSA funds for Eli purchases with a Letter of Medical Necessity. Burst connects customers with an independent licensed practitioner who reviews individual circumstances to determine eligibility for reimbursement.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Eli competitors and assessment
Company assessmentDirect peers
- Proov: Proov sells at-home urine-based progesterone tests focused on confirming ovulation and luteal phase health. It is the most direct peer in Eli's fertility and progesterone test roadmap, serving the same customer persona (women tracking cycle and ovulation) with a similar DTC subscription model.
- Thriva: Thriva is a UK-based at-home blood testing subscription service for hormone, cholesterol, and other health markers, with results reviewed by clinicians. It overlaps with Eli in the consumer-facing at-home hormone testing subscription model, though Thriva uses finger-prick blood rather than saliva and operates a mail-in workflow.
- Mira: Mira offers at-home hormone tracking (LH, E3G, PdG, FSH) via a reusable analyzer wand and test wands, targeting fertility and cycle tracking. It is the closest direct competitor to Eli in continuous at-home hormone monitoring, with overlapping target customers and a comparable subscription consumable model.
- Cue Health: Cue Health developed a connected at-home molecular diagnostic platform and consumer health tests. It is comparable to Eli as a consumer-facing at-home diagnostic company that turned a lab test into a connected home experience, although Cue's hardware is more complex and clinical in positioning.
- myLAB Box: myLAB Box is a direct-to-consumer at-home testing company offering mail-in tests for fertility, hormones, STIs, and general wellness. It competes with Eli for the same consumer hormone testing wallet, particularly on price-sensitive fertility and perimenopause customers.
- Everlywell: Everlywell is a leading at-home lab testing marketplace offering a wide range of consumer health tests including hormone panels. It competes with Eli on the 'at-home hormone testing' value proposition, though its mail-in model is the exact pain point Eli is trying to solve by delivering instant results.
Emerging players
- Levels: Levels sells a continuous glucose monitor paired with an app, focused on metabolic health. It is an emerging player in the at-home continuous biomarker monitoring space, applying a similar consumer-software-plus-consumable business model to a different biomarker category adjacent to Eli's.
- Tempdrop: Tempdrop is an overnight wearable basal body temperature sensor for cycle and fertility tracking. It is a niche emerging player in continuous at-home fertility and cycle data collection, serving an overlapping customer base of women tracking hormonal patterns to understand their cycles.
Broad incumbents
- Whoop: Whoop is a screenless fitness and recovery wearable with a subscription model that tracks strain, recovery, and sleep. It is a broad incumbent in the consumer health tracking space that Eli references in its marketing as a complementary product, but it is also a competitor for the same wellness-subscription dollar.
- Oura: Oura sells a smart ring that tracks sleep, recovery, and stress proxies including HRV. It is an indirect competitor and potential partner for Eli, as Oura has publicly emphasized the need for hormonal data to interpret its recovery signals and has a much larger distribution and brand than Eli.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Eli social profiles
Digital presenceEli compliance and trust
Trust signalCompliance1 record
Eli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eli leadership team
Management profileNumber of profiles
Profiles6 records
Eli funding detail
Funding detailFunding overview
Funding rounds5 records
Investors24 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eli 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 Eli
What does Eli do?
Eli Health sells the Hormometer™ platform — single-use saliva test cartridges that pair with an AI-powered smartphone app to deliver free cortisol, progesterone, and testosterone readings in approximately 20 minutes without a separate hardware reader. The platform is sold direct-to-consumer via eli.health and the iOS Eli App through subscriptions (3-month or 6-month deliveries) and one-time test packs, with a Discovery Pack entry bundle and an athlete-oriented Eli Training Kit protocol.
Is Eli a public or private company?
Eli is a private company. It is classified as venture growth investor backed and is currently operating.
When was Eli founded?
Eli was founded in 2019. It employs 1 to 10 people.
Where is Eli based?
Eli is headquartered in Montréal, Canada, in the North America region.
How does Eli make money?
Three revenue lines are on record. Direct-to-Consumer Hormone Tests (Subscription) is the primary driver. The others are direct-to-Consumer Hormone Tests (One-Time) and HSA/FSA Eligible Purchases.
Who are Eli's main competitors?
Direct peers on record are Proov, Thriva, Mira, Cue Health, myLAB Box and Everlywell. Emerging players are Levels and Tempdrop. Broad incumbents are Whoop and Oura.
Does Eli have an API?
No public API is recorded for Eli.
What industry is Eli in?
Eli's product category is At-Home Hormone Diagnostics. Its primary akta.pro industry code is CRACAQAB, Blood Pressure Monitors (Smart Cuffs). Its NAICS code is 325413 and its SIC code is 2835.