Rootine
Rootine (Claya Inc.) is a Nashville-based precision nutrition company that sells personalized daily multivitamins and melatonin-free adaptogen drink mixes, using DNA, blood, and lifestyle data to generate individualized formulations delivered via proprietary microbead technology to health-conscious consumers via DTC, Amazon, and Faire.
- Company typePrivate
- Founded2018
- HeadquartersNashville, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rootine does
Rootine (legal entity Claya Inc.) is a Nashville, Tennessee-based precision nutrition company founded in 2018 that develops personalized vitamin supplements and adaptogen-based functional beverages. Its core offering is a Smart Multivitamin subscription built on a multi-source personalization engine that combines three inputs — a lifestyle questionnaire, at-home blood testing, and DNA analysis performed by an Austrian laboratory partner — and delivers individualized nutrient dosages via proprietary in-house microbead technology. The company's secondary line comprises fast-acting adaptogen drink mixes (Sleep, Focus, Stress) formulated with clinically backed ingredients and marketed as melatonin-free circadian-health support.
Rootine generates revenue through subscription and one-time purchases across its owned Shopify storefront, the Amazon marketplace, and the Faire wholesale platform, with HSA/FSA eligibility enabled through a TrueMed partnership. Pricing is opaque for the personalized multivitamin (minimum 3-month commitment) but disclosed for adaptogen mixes starting at $12.50 per pack. The company targets health-conscious adults — particularly those suffering from sleep deprivation or chronic stress, health-optimization enthusiasts, and athletes — using a horizontal segmentation approach supported by social, content, and creator/affiliate marketing across Instagram, TikTok, YouTube, Pinterest, LinkedIn, Twitter, and a blog called The Journal.
Operationally, Rootine is a small team (1–10 employees) that has raised approximately $13 million in venture funding across a 2021 seed round led by undisclosed investors and a 2022 Series A led by Relevance Ventures with participation from Techstars and DSM Venturing. The company is privately held, founder-led by co-founder and co-CEO Rachel Soper Sanders and co-founder and CSO Daniel Wallerstorfer, with no public revenue, no public API, no patents disclosed, and no enterprise customer concentration. Competitive positioning rests on the proprietary microbead delivery system, the data-driven personalization engine, and a circadian-health thematic focus rather than on scale economics or regulated health claims.
Rootine firmographics
Firmographics- Name
- Rootine
- Legal name
- Claya Inc.
- Website
- https://rootine.co
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Rootine (Claya Inc.) is a Nashville-based precision nutrition company that sells personalized daily multivitamins and melatonin-free adaptogen drink mixes, using DNA, blood, and lifestyle data to generate individualized formulations delivered via proprietary microbead technology to health-conscious consumers via DTC, Amazon, and Faire.
- Ownership category
- akta.pro rank
Rootine industry classification
Industry- Product category
- Personalized Nutrition Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Vitamins (A, B-Complex, C, D, E, K; Premixes) (AFAJAKAA)
- akta.pro secondary industries
- Sleep, Stress & Mood Support (HLAIADAG), Amino Acids & Peptides (BCAAs, Collagen Peptides, Bioactive Peptides, L-Theanine) (AFAJAKAG)
Keywords
Where Rootine is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rootine business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Personalized Vitamin Subscription: Core subscription service requiring minimum 3-month commitment. Subscribers submit lifestyle assessment and optionally DNA/blood tests to receive personalized daily vitamin packs delivered monthly. Auto-renewing subscription with 48-hour cancellation window after third payment.
- Adaptogen Drink Mixes: One-time and subscription purchases of functional drink mixes (Sleep, Stress, Focus) in 10pk and 24pk formats. Subscription offers 20% first-order discount and free shipping after first order.
- Direct E-commerce Sales: One-time product purchases through owned online storefront and Amazon marketplace. Products include adaptogen drink mixes and personalized multivitamin subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Sleep Adaptogen Drink Mix - 10pk and 24pk options |
| Subscription | Monthly | Personalized Smart Multivitamin Subscription |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
Rootine product offering
Product offeringCore offering
Rootine sells personalized daily vitamin packs formulated from DNA analysis, at-home blood testing, and lifestyle questionnaire data, delivered via proprietary microbead technology. The company also offers fast-acting functional adaptogen drink mixes (Sleep, Focus, Stress) targeting circadian health disruptions for individual consumers.
Product overview
Rootine offers a dual-product portfolio centered on personalized daily health: (1) the Smart Multivitamin system—a subscription-based personalized vitamin service using microbead technology and at-home lab testing (DNA, blood, lifestyle) to create individualized nutrient formulations, and (2) a line of fast-acting adaptogen drink mixes (Sleep, Focus, Stress) designed to address circadian health disruptions including poor sleep, stress, and productivity issues. The products share a foundation in circadian health science and clinical-grade adaptogens, with the Smart Multivitamin serving as the core personalized offering and adaptogen drinks serving as targeted functional supplements. The company also offers wholesale distribution through Faire and integrates with popular health wearables for data-driven health tracking.
Differentiator
Problem solved
Functional benefit
Products and services
- Smart Multivitamin Personalized daily vitamin system using proprietary microbead delivery technology, formulated from DNA analysis, at-home blood testing, and a lifestyle questionnaire to deliver individualized nutrient dosages for individual consumers seeking tailored nutrition.
- At-Home Lab Testing Suite of at-home test kits including DNA testing (cheek swab), blood testing, and cortisol testing that provide biometric data to inform personalized supplement formulations for individual consumers.
- Sleep Adaptogen Drink Mix
Quantifiable outcome
- 74% of women don't get enough sleep and 69% feel stressed every day, representing the primary target market pain points
- +3 more outcomes
Companies that use Rootine
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Rootine technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature4 records
Rootine partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered supporting and core.
- FairesupportingWholesale distribution partnership enabling retail stores to purchase and resell Rootine products through the Faire B2B marketplace platform.
- TrueMedsupportingPartnership enabling HSA/FSA eligibility for Rootine products, allowing customers to purchase using pre-tax health accounts with average 30% savings.
- Austrian DNA Testing LaboratorycoreThird-party laboratory partner in Austria for DNA sample testing and analysis. Customers ship DNA samples via prepaid mailer; results are returned within up to five weeks depending on sample quality.
Scale indicators4 records
Recent moves7 records
Expansion highlights7 records
Rootine competitors and assessment
Company assessmentDirect peers
- Care/of: Direct competitor offering personalized daily vitamin packs based on a lifestyle quiz. Both companies target health-conscious consumers with subscription-based individualized supplement regimens delivered monthly.
- Ritual: Premium DTC multivitamin brand with a science-forward positioning and traceable ingredient sourcing. Closely comparable subscription model and target customer (educated, health-conscious women), though Ritual emphasizes transparency rather than DNA/blood personalization.
- Persona Nutrition: Personalized vitamin subscription service that builds daily packs from a lifestyle and health assessment questionnaire. Direct competitor on the personalization-plus-subscription model, though Persona uses assessment-only rather than biometric testing.
- Viome: Personalized nutrition company using at-home microbiome and blood testing to recommend supplements and food. Comparable on the multi-source testing (microbiome/blood), subscription model, and DTC e-commerce channel strategy.
- Baze: Personalized nutrition subscription that uses at-home blood testing to recommend supplement regimens. Direct competitor on the blood-test-driven personalization model with monthly DTC subscription delivery.
Emerging players
- MUDWTR: Functional mushroom-based drink mix marketed as a coffee alternative for focus and calm. Comparable consumer (mindful professionals) and channel (DTC e-commerce, Amazon), but no personalization component.
- Beam: Functional wellness brand with adaptogen-infused drink mixes targeting sleep, focus, and recovery. Closely comparable product format (powdered adaptogen sticks) and positioning to Rootine's Sleep/Stress/Focus line.
- Recess: Adaptogen-infused sparkling water and drink mix brand targeting stress and focus. Comparable audience (stressed professionals seeking calm alternatives) and retail/DTC distribution model.
- Momentous: Science-forward supplement brand with protein, creatine, and recovery formulations sold DTC and to professional sports teams. Comparable emphasis on clinical evidence and data-tracked outcomes (similar wearable integration story).
Broad incumbents
- AG1 (Athletic Greens): Premium daily greens and supplement powder with strong subscription economics and a science-backed brand. Broad incumbent in the daily-nutrition powder category with similar premium pricing and DTC acquisition model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Rootine social profiles
Digital presenceRootine compliance and trust
Trust signalCompliance2 records
Rootine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rootine leadership team
Management profileNumber of profiles
Profiles2 records
Rootine funding detail
Funding detailFunding overview
Funding rounds3 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rootine 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 Rootine
What does Rootine do?
Rootine sells personalized daily vitamin packs formulated from DNA analysis, at-home blood testing, and lifestyle questionnaire data, delivered via proprietary microbead technology. The company also offers fast-acting functional adaptogen drink mixes (Sleep, Focus, Stress) targeting circadian health disruptions for individual consumers.
Is Rootine a public or private company?
Rootine is a private company. It is classified as venture growth investor backed and is currently operating.
When was Rootine founded?
Rootine was founded in 2018. It employs 1 to 10 people.
Where is Rootine based?
Rootine is headquartered in Nashville, United States, in the North America region.
How does Rootine make money?
Three revenue lines are on record. Personalized Vitamin Subscription is the primary driver. The others are adaptogen Drink Mixes and direct E-commerce Sales.
Who are Rootine's main competitors?
Direct peers on record are Care/of, Ritual, Persona Nutrition, Viome and Baze. Emerging players are MUDWTR, Beam, Recess and Momentous. AG1 (Athletic Greens) is listed as a broad incumbent.
Does Rootine have an API?
No public API is recorded for Rootine.
What industry is Rootine in?
Rootine's product category is Personalized Nutrition Supplements. Its primary akta.pro industry code is AFAJAKAA, Vitamins (A, B-Complex, C, D, E, K; Premixes), with a secondary code of HLAIADAG, Sleep, Stress & Mood Support. Its NAICS code is 456191 and its SIC code is 2833.