VITL
VITL is a UK-based personalised nutrition company selling custom vitamin formulations, at-home DNA and blood tests, and an AI calorie-tracking app to health-conscious consumers via DTC e-commerce and major UK retailers; a separately branded VITL in Nashville operates a B2B e-prescribing platform for cash-pay clinics that reached eight-figure ARR within its first year.
- Company typePrivate
- Founded2025
- HeadquartersFarnham, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What VITL does
VITL is a personalised nutrition platform operating primarily out of the United Kingdom (registered as Sequence Nutrition Limited, founded 2015, headquartered in Farnham and Winnersh). Its core offering is a subscription-based, tailor-made vitamin pack generated from an online health consultation and optionally enriched by at-home DNA tests (processed by an Illumina Propel-Certified laboratory) and at-home blood tests (processed by a UKAS-accredited, CQC-registered facility covering Vitamin D, ferritin, magnesium, B12, folate, and cholesterol). Products are sold direct-to-consumer via vitl.com and mobile apps, and distributed through major UK retailers including Boots, Holland & Barrett, Sainsbury's, Asda, and WHSmith, as well as Amazon and dedicated distributors CLF and Clearline. A separate sub-brand, Calio by Vitl, supports nutrition tracking via mobile.
In December 2025, the company launched the VITL AI Calorie Tracker App on iOS — featuring photo-based and voice-activated meal logging completing in 2-3 seconds per meal, personalised daily nutrition targets, integration with Apple Health and Google Fit, and a specialised GLP-1 medication support mode for users on Wegovy, Mounjaro, or Zepbound. The app is priced at £9.99 per month or £29.99 annually, with Android launch planned for 2026. All UK formulations are non-GMO, gluten-free, and manufactured to GMP standards, reviewed by a medical advisory board including a Head Nutritionist, a Geneticist (PhD, UCL), a Medical Director, and a Head Dietitian.
Concurrently, a separately-headquartered entity operating under the same VITL brand was founded in 2025 in Nashville, Tennessee. This US VITL operates a B2B e-prescribing platform connecting cash-pay clinics (med-spas, weight-loss clinics) to a nationwide network of compounding pharmacies with real-time pricing and order tracking, displacing legacy fax-and-phone workflows. The US entity has onboarded more than 630 clinics and reached eight-figure annualised recurring revenue within just over a year of launch. In March 2026, it closed a $7.5 million Series A round led by SignalFire. The two entities appear operationally distinct despite the shared brand, with the UK arm focused on consumer personalised nutrition and the US arm on B2B clinical workflow software.
VITL firmographics
Firmographics- Name
- VITL
- Legal name
- VITL
- Website
- https://vitl.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- VITL is a UK-based personalised nutrition company selling custom vitamin formulations, at-home DNA and blood tests, and an AI calorie-tracking app to health-conscious consumers via DTC e-commerce and major UK retailers; a separately branded VITL in Nashville operates a B2B e-prescribing platform for cash-pay clinics that reached eight-figure ARR within its first year.
- Ownership category
- akta.pro rank
VITL industry classification
Industry- Product category
- Personalized Nutrition
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Multivitamins & Daily Packs (CRADAGAC)
Keywords
Where VITL is headquartered
LocationHeadquarters
- HQ city
- Farnham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
VITL business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D
Revenue model
- Personalised Vitamin Subscriptions: Monthly or annual subscriptions for custom vitamin packs delivered to customers. Subscriptions auto-renew with ability to pause up to 21 weeks. Includes free UK delivery for subscriptions over £20.
- One-Time Product Sales: Individual vitamin products (Daily Biotic, Hair Skin & Nails, Immune Support, Omega 3, Rise & Energise, Sweet Sleep, Vitamin D) sold as one-time purchases. DNA and Blood test kits sold as one-time products with results delivered digitally.
- App Subscriptions: AI Calorie Tracker app priced at £9.99/month or £29.99 annually with three-day free trial. Quarterly subscription for blood tests at £122 per test.
- Wholesale/B2B: Wholesale distribution through retailers including Boots, Holland & Barrett, Sainsbury's, Asda, and WHSmith. Also distributes through Amazon.
- E-Prescribing Platform Fees: B2B platform connecting cash-pay clinics to compounding pharmacies; revenue derived from transaction fees or subscription from clinic usage of the platform. Reached eight-figure annualized recurring revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Personalised Vitamin Subscription - Monthly |
| Unit Pricing | Pay-as-you-go | Daily Biotic Probiotic Capsules |
| Unit Pricing | Pay-as-you-go | Hair Skin & Nails Supplement |
| Unit Pricing | Pay-as-you-go | Immune Support Supplement |
| Unit Pricing | Pay-as-you-go | Omega 3 Fish Oil |
| Subscription | Pay-as-you-go | Vitamin & Cholesterol Blood Test |
| Subscription | Monthly | AI Calorie Tracker App |
Go-to-market motion2 records
Distribution channels11 records
Marketing channels7 records
VITL product offering
Product offeringCore offering
VITL operates a personalized nutrition platform that delivers tailor-made vitamin subscription packs formulated from health quiz responses, at-home DNA test results, and blood test analysis. The company also offers the VITL AI Calorie Tracker app with photo-based and voice-activated meal logging, including a specialized GLP-1 medication support mode. Under the same VITL brand, a Nashville-based entity runs a B2B e-prescribing platform connecting cash-pay clinics to a nationwide network of compounding pharmacies with real-time pricing and order tracking.
Product overview
VITL is a UK-based personalised nutrition company operating as a platform-plus-modules architecture. The core offering is a subscription-based Personalised Vitamins service that delivers tailor-made supplement packs based on health quiz responses, DNA test results, and blood test analysis. Supporting modules include DNA Test (genetic analysis for health predispositions) and Blood Test (measuring 10 key vitamins and cholesterol levels). The company also offers the VITL AI Calorie Tracker App featuring photo-based and voice-activated meal logging with GLP-1 medication support. Individual supplement products include Daily Biotic, Hair Skin & Nails, Immune Support, Omega 3, Rise & Energise, Sweet Sleep, and Vitamin D. All formulations are non-GMO and free from gluten, artificial colours, and harmful preservatives. The company also provides wholesale products for retailers through its B2B channel.
Differentiator
Problem solved
Functional benefit
Products and services
- Personalised Vitamins Subscription-based tailor-made vitamin packs personalised to individual health profiles based on online consultation, DNA test results, and blood test results. Delivered to UK, European, and US customers on monthly or annual auto-renewing subscriptions.
- DNA Test Kit At-home saliva-based DNA test kit providing genetic analysis for personalised health and lifestyle recommendations. Processed by an Illumina Propel-Certified Service Provider in Europe; results delivered digitally within 3 weeks. Available to UK customers only.
- Blood Test (Vitamin & Cholesterol) At-home finger-prick blood test kit measuring 10 key vitamins and cholesterol levels including Vitamin D, Ferritin, Magnesium, B12, Folate, Triglycerides, Total Cholesterol, HDL, LDL, and Cholesterol Ratio. Tested in a CQC-regulated lab reviewed by a doctor; one-time purchase $108.00 or quarterly subscription at $122 per test. UK customers only.
- Daily Biotic Daily capsules containing 9 clinically studied probiotic strains to support gut health. Non-GMO, gluten-free formulation. Priced at $19.00 per bottle.
- Hair, Skin & Nails Supplement formulation designed to nourish skin from within for glow and radiance. Non-GMO, gluten-free. Priced at $15.00 per bottle.
- Immune Support Supplement designed to reinforce the body's natural immune defences. Non-GMO, gluten-free formulation. Priced at $8.00 per bottle.
- Omega 3 Omega 3 fish oil supplement supporting heart and brain health. Uses bioavailable form of nutrients. Priced at $11.00 per bottle.
- Rise & Energise Supplement designed to support energy levels throughout the day. Non-GMO, gluten-free formulation. Priced at $15.00 per bottle.
- Sweet Sleep Supplement designed to help prepare for deep and restful sleep. Non-GMO, gluten-free formulation. Priced at $15.00 per bottle.
- Vitamin D Vitamin D3 vegan softgels. Non-GMO, gluten-free formulation using bioavailable nutrients. Priced at $8.00 per bottle.
- VITL AI Calorie Tracker App AI-powered calorie tracking mobile app featuring photo-based and voice-activated meal logging completing in 2-3 seconds per meal. Provides personalised daily nutrition targets, integrates with Apple Health, and includes a specialised GLP-1 medication support mode for users taking Wegovy, Mounjaro, or Zepbound. Available on iOS with Android launching in 2026.
- Calio by Vitl Mobile application for tracking nutrition and health, offered as a Vitl sub-brand. Subscription-based access to app services with cancellation available through app stores.
- VITL E-Prescribing Platform
Quantifiable outcome
- 2-3 seconds per meal logging with AI calorie tracker
- +3 more outcomes
Companies that use VITL
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles4 records
VITL technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability8 records
Feature6 records
VITL partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- IlluminacoreDNA testing laboratory partner. Vitl uses Illumina Propel-Certified Service Provider in Europe for genetic testing analysis.
- UKAS-Accredited Blood Testing FacilitycoreUKAS-accredited and CQC-registered blood testing facility in the UK for processing Vitamin D, ferritin, magnesium, B12, folate, and cholesterol tests.
- Compounding Pharmacies (US)coreNationwide network of compounding pharmacies connected through VITL's e-prescribing platform for cash-pay clinics, enabling real-time pricing and order tracking.
- BootscoreMajor UK pharmacy chain retailer and stockist of Vitl vitamins and supplements.
- Holland & BarrettcoreUK health food retailer and stockist of Vitl vitamins and supplements.
- Sainsbury'scoreUK supermarket chain and stockist of Vitl products.
- AsdacoreUK supermarket chain and stockist of Vitl products.
- WHSmithminorUK retailer and stockist of Vitl products.
- AmazonminorOnline marketplace channel for Vitl product distribution.
- CLF DistributionminorDistribution partner for Vitl wholesale fulfilment.
- ClearlineminorDistribution partner for Vitl wholesale fulfilment.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
VITL competitors and assessment
Company assessmentRegional players
- Thriva: UK-based at-home blood-testing subscription service that surfaces biomarker insights to consumers; regional peer to Vitl UK's blood-test product and a partner on the Vitl blood-test fulfilment email ([email protected]).
Emerging players
- Baze: At-home blood-test-based personalised supplement subscription service; overlaps with Vitl on blood-test-driven personalisation but with a smaller brand footprint.
- Nourish: US telehealth platform connecting patients to registered dietitians for personalised nutrition counselling; comparable to Vitl's dietitian-led nutrition-coaching layer, with a clinical-telehealth delivery model.
Direct peers
- Care/of: Subscription D2C personalised vitamin brand in the US that uses an online health quiz to recommend custom packs — the closest direct competitor to Vitl UK's personalisation model, with much larger US scale.
- Viome: At-home microbiome and blood testing paired with algorithmically generated personalised supplements — directly mirrors Vitl's DNA/blood-test-to-formula stack with a more science-led marketing angle.
- DoseSpot: E-prescribing SaaS connecting clinics to compounding pharmacies with real-time pricing and order tracking — the closest functional competitor to VITL Nashville's platform.
- Ritual: Direct-to-consumer multivitamin and supplement subscription brand, focused on traceable ingredients and clean-label formulations; comparable premium-positioning D2C competitor.
- HUM Nutrition: Subscription-based personalised beauty-from-within supplements with quiz-driven recommendations; overlaps Vitl on personalisation model and target demographic.
- Persona: Personalised daily vitamin packs built from a lifestyle and health questionnaire; near-identical quiz-to-pack funnel to Vitl and the most direct feature-comparable competitor.
Broad incumbents
- AG1 (Athletic Greens): Large, well-funded daily-nutrition subscription brand with broad SKU and global D2C scale; competes for the same daily-supplement subscription wallet but is not personalised.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
VITL social profiles
Digital presenceVITL compliance and trust
Trust signalCompliance5 records
VITL financial estimates
Financial estimateRevenue estimate
Valuation estimate
VITL leadership team
Management profileNumber of profiles
Profiles5 records
VITL funding detail
Funding detailFunding overview
Funding rounds7 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VITL 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 VITL
What does VITL do?
VITL operates a personalized nutrition platform that delivers tailor-made vitamin subscription packs formulated from health quiz responses, at-home DNA test results, and blood test analysis. The company also offers the VITL AI Calorie Tracker app with photo-based and voice-activated meal logging, including a specialized GLP-1 medication support mode. Under the same VITL brand, a Nashville-based entity runs a B2B e-prescribing platform connecting cash-pay clinics to a nationwide network of compounding pharmacies with real-time pricing and order tracking.
Is VITL a public or private company?
VITL is a private company. It is classified as venture growth investor backed and is currently operating.
When was VITL founded?
VITL was founded in 2025. It employs 1 to 10 people.
Where is VITL based?
VITL is headquartered in Farnham, United Kingdom, in the Europe region.
How does VITL make money?
Five revenue lines are on record. Personalised Vitamin Subscriptions are the primary driver. The others are one-Time Product Sales, app Subscriptions, wholesale/B2B and E-Prescribing Platform Fees.
Who are VITL's main competitors?
Thriva is listed as a regional player. Emerging players are Baze and Nourish. Direct peers are Care/of, Viome, DoseSpot, Ritual, HUM Nutrition and Persona. AG1 (Athletic Greens) is listed as a broad incumbent.
Does VITL have an API?
No public API is recorded for VITL.
What industry is VITL in?
VITL's product category is Personalized Nutrition. Its primary akta.pro industry code is CRADAGAC, Multivitamins & Daily Packs. Its NAICS code is 456191 and its SIC code is 2090.