The Lanby
The Lanby is a New York-based concierge medicine practice selling annual membership subscriptions ($4,750-$9,000) for integrative primary care, functional medicine, and wellness, serving health-conscious individuals and families seeking proactive, root-cause-focused healthcare with dedicated multidisciplinary clinical teams.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Lanby does
The Lanby is a membership-based integrative primary care practice operating as a concierge medicine provider out of Midtown Manhattan, founded in 2019 by Chloe Harrouche and Tandice Ossareh Urban under the legal entity Avenue Medical Inc. The company delivers proactive, root-cause-focused primary care combined with functional medicine and wellness services through an annual subscription priced from $4,750 (under 35) to $9,000 (50+), with family rates available for additional household members. Each member is assigned a dedicated multidisciplinary team — a Lead Physician, Registered Dietitian, Advanced Practitioner or Nurse Practitioner, Physician Assistant, Medical Assistant, and Member Advocate — and care begins with an 80-minute baseline visit analyzing 85-90+ biomarkers and integrating wearable data from continuous glucose monitors, sleep trackers, and fitness trackers.
The underlying technology is a digital health platform with a member-facing app for booking, in-app chat, and care coordination, paired with on-site lab draws billed through in-network lab partners (Quest, LabCorp). The core product is The Lanby Membership; add-on modules include Pediatric Care, "Just The Labs" (standalone functional lab testing), a corporate executive care offering, and gift memberships. Service delivery is hybrid — in-person at the 535 5th Avenue flagship with virtual care supported across NY, NJ, CT, PA, FL, and CA — and a second Manhattan location on the Upper East Side is planned for Summer 2026.
Revenue is generated primarily through recurring annual membership subscriptions, supplemented by ancillary services (specialist referrals, diagnostic imaging, supplements, peptide therapy guidance) and lab/imaging revenue billed through insurance. The company has raised approximately $3.1M in total disclosed funding across two rounds, the most recent being a $2.7M seed in November 2022 led by Female Founders Fund with Goodwater Capital, LAUNCH, and MAGIC Fund. Marketing is content-led (owned podcast "Get Well Better," "Well Read" blog, newsletter, Instagram, SEO) reinforced by earned media in Forbes, Elle, Goop, Men's Health, WSJ, and Vogue. The practice currently operates at capacity with a 6-week waitlist for new members.
The Lanby firmographics
Firmographics- Name
- The Lanby
- Legal name
- Avenue Medical Inc.
- Website
- https://thelanby.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Lanby is a New York-based concierge medicine practice selling annual membership subscriptions ($4,750-$9,000) for integrative primary care, functional medicine, and wellness, serving health-conscious individuals and families seeking proactive, root-cause-focused healthcare with dedicated multidisciplinary clinical teams.
- Ownership category
- akta.pro rank
The Lanby industry classification
Industry- Product category
- Concierge Primary Care
- NAICS
- Home Health Care Services (62161)
- SIC
- Services-Misc Health & Allied Services, Nec (8090), Services-Offices & Clinics Of Doctors Of Medicine (8011)
- akta.pro primary industry
- Membership/Subscription Concierge Virtual Care (HLALAAAH)
- akta.pro secondary industries
- Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE), Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH), Allied Health & Rehab Referral Platforms (PT/OT/SLP) (HLALALAI)
Keywords
Where The Lanby is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Lanby business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Membership Subscriptions: Annual membership fee covering comprehensive primary care, functional medicine, and wellness services. Pricing tiers based on age: $9,000/year for ages 50+, $6,300/year for ages 35-49, and $4,750/year for those under 35. Family rates available for additional members. Labs, prescriptions, and diagnostic imaging are billed separately to insurance.
- Ancillary Services: Revenue from diagnostic imaging, specialist referrals, and other coordinated services that are billed through insurance. Supplements and peptide therapies are also available as add-on recommendations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Under 35 membership - $4,750/year |
| Subscription | Annual | Ages 35-49 membership - $6,300/year |
| Subscription | Annual | Ages 50+ membership - $9,000/year |
| Subscription | Annual | Family rates for additional members |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
The Lanby product offering
Product offeringCore offering
The Lanby sells an annual membership that bundles integrative primary care, functional medicine, and wellness coaching delivered by a dedicated multidisciplinary team (Lead Physician, Registered Dietitian, Advanced Practitioner, Medical Assistant, and Member Advocate). The membership includes an 80-minute baseline visit, comprehensive biomarker testing covering 85–90+ markers, ongoing in-person and virtual visits, in-app chat, specialist coordination, and 365-day coverage. Add-on offerings include pediatric care, standalone lab panels (Just The Labs), corporate executive primary care, and gift memberships.
Product overview
The Lanby operates as a membership-based integrative primary care practice offering a unified healthcare platform. The core product is The Lanby Membership, which bundles multidisciplinary team-based care with a Lead Physician, Registered Dietitian, Advanced Practitioner, Medical Assistant, and Member Advocate. Add-on services include Pediatric Care for children, Just The Labs for standalone lab testing, Corporate services for executive teams, and Gift Cards. The portfolio centers on proactive, preventive, and functional medicine delivered through extended visits, comprehensive diagnostics, and ongoing care coordination.
Differentiator
Problem solved
Functional benefit
Products and services
- The Lanby Membership An all-inclusive integrative primary care membership providing each member a dedicated multidisciplinary team — Lead Physician, Registered Dietitian, Advanced Practitioner, Medical Assistant, and Member Advocate. Includes an 80-minute baseline visit, comprehensive biomarker panels (85–90+ markers), ongoing in-person and virtual visits, in-app chat, specialist coordination, and 365-day on-call coverage. Pricing is annual and age-tiered: $4,750 under 35, $6,300 ages 35–49, and $9,000 ages 50+, with family rates available for additional members.
- Pediatric Care Pediatric primary care services for children, integrated within The Lanby membership model and aligned with the practice's preventive, root-cause approach.
- Just The Labs Standalone comprehensive functional lab panels available without full membership enrollment, billed to insurance through in-network lab partners (Quest, LabCorp). Lets prospective or one-off users access The Lanby's 85–90+ biomarker panels as a discrete service.
- Primary Care for Your Executive Team Corporate concierge primary care service designed for executive teams, delivering personalized healthcare in a corporate setting for organizations purchasing a leadership healthcare benefit.
- Gift Cards Gift membership product allowing individuals to purchase a Lanby membership for another person, priced per the standard age-tiered annual rates.
Quantifiable outcome
- 94% of members feel healthier than when they joined
- +3 more outcomes
Companies that use The Lanby
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
The Lanby technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Lanby partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Specialist Referral NetworkcoreCurated network of top specialists including Physical Therapists, Dermatologists, Gastroenterologists, Urologists, Obstetricians, Gynecologists, Psychiatrists, Life Coaches, Acupuncturists, Personal Trainers, Mold Specialists, Doulas, Cardiologists, and Insomnia Specialists. Member Advocate coordinates expedited appointments and ensures seamless post-visit communication.
- Lab Networks (Quest, LabCorp)coreLabs are drawn on-site but billed to insurance through in-network lab partners, allowing members to maximize their insurance benefits for diagnostic testing.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
The Lanby competitors and assessment
Company assessmentDirect peers
- Parsley Health: National membership-based functional medicine primary care practice offering annual memberships with extended visits, root-cause care, and nutrition coaching. The Lanby's Medical Director previously served as Lead Physician at Parsley Health, and the two operate near-identical care models at different scales.
- One Medical: Membership-based primary care platform (now owned by Amazon) combining in-office and virtual care with insurance billing. The Lanby's Practice Manager previously worked at One Medical's Google on-site location, and the two compete for similar urban, health-conscious professionals seeking better primary care experiences.
- Forward Health: Tech-enabled membership primary care offering body scanning, biomarker testing, and ongoing health monitoring for a monthly fee. Forward overlaps with The Lanby's preventive, data-driven care philosophy and price-sensitive target customer, while operating at a national scale.
- Crossover Health: Employer-sponsored primary care and integrated health services provider delivering on-site and near-site care to employees of large companies. The Lanby's Lead Physician previously served at Crossover Health, and the two compete for talent in the integrative primary care space though Crossover focuses on employer contracts.
- Tia: Women's health-focused membership clinic offering primary care, gynecology, mental health, and wellness services on a subscription model. Overlaps with The Lanby's Women's Health segment (hormones, fertility, perimenopause) and shares the membership + multidisciplinary team approach.
- MDVIP: Network of concierge medicine physicians offering personalized primary care for an annual membership fee. The most established traditional concierge medicine model with national reach, competing for affluent patients seeking more time and attention from their physicians.
- SteadyMD: Virtual-first membership primary care practice pairing members with a personal doctor for ongoing care via video and messaging. Comparable to The Lanby's continuity-of-care model but with a fully virtual delivery model rather than in-person baseline visits.
Regional players
- Concierge MD: Boutique concierge medicine practice offering personalized primary care, house calls, and wellness services in select cities including LA. Comparable care model to The Lanby but operates on the West Coast rather than competing directly in the NYC market.
Broad incumbents
- Privia Health: National physician enablement group and medical group serving independent primary care and specialty practices across multiple states. Operates a much broader multi-specialty portfolio but overlaps with The Lanby on multi-provider care coordination and value-based primary care.
- Hims & Hers Health: Direct-to-consumer telehealth and wellness platform offering subscription-based access to treatments across primary care, mental health, dermatology, and weight loss (including GLP-1s). Competes with The Lanby on the consumer-facing wellness subscription axis and on chronic-condition lifestyle interventions.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Lanby social profiles
Digital presenceThe Lanby financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Lanby leadership team
Management profileNumber of profiles
Profiles15 records
The Lanby funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Lanby 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 The Lanby
What does The Lanby do?
The Lanby sells an annual membership that bundles integrative primary care, functional medicine, and wellness coaching delivered by a dedicated multidisciplinary team (Lead Physician, Registered Dietitian, Advanced Practitioner, Medical Assistant, and Member Advocate). The membership includes an 80-minute baseline visit, comprehensive biomarker testing covering 85–90+ markers, ongoing in-person and virtual visits, in-app chat, specialist coordination, and 365-day coverage. Add-on offerings include pediatric care, standalone lab panels (Just The Labs), corporate executive primary care, and gift memberships.
Is The Lanby a public or private company?
The Lanby is a private company. It is classified as venture growth investor backed and is currently operating.
When was The Lanby founded?
The Lanby was founded in 2019. It employs 11 to 50 people.
Where is The Lanby based?
The Lanby is headquartered in New York, United States, in the North America region.
How does The Lanby make money?
Two revenue lines are on record. Membership Subscriptions are the primary driver. The others are ancillary Services.
Who are The Lanby's main competitors?
Direct peers on record are Parsley Health, One Medical, Forward Health, Crossover Health, Tia, MDVIP and SteadyMD. Concierge MD is listed as a regional player. Broad incumbents are Privia Health and Hims & Hers Health.
Does The Lanby have an API?
No public API is recorded for The Lanby.
What industry is The Lanby in?
The Lanby's product category is Concierge Primary Care. Its primary akta.pro industry code is HLALAAAH, Membership/Subscription Concierge Virtual Care, with a secondary code of HSADAFAE, Medical Nutrition Therapy (Registered Dietitian). Its NAICS code is 62161 and its SIC code is 8090.