imaware
imaware is an Austin-based digital health company operating a white-label at-home diagnostic testing platform offering 200+ biomarkers through CLIA-certified labs, serving both individual consumers via e-commerce and B2B partners (employers, health systems, payors, pharma, and wellness brands) via subscription-based white-label licensing.
- Company typePrivate
- Founded2019
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What imaware does
imaware is a digital health company operating a white-label at-home diagnostic testing platform that enables consumers, employers, health systems, payors, pharmaceutical companies, and health/wellness brands to access biomarker testing through a configurable, API-first architecture. The platform offers more than 200 analytes spanning cardiovascular, metabolic, hormonal, liver/kidney, inflammation, STI, micronutrient, and food sensitivity panels, processed through CLIA-certified and CAP-accredited labs and accessible via at-home sample collection or through a network of 4,500+ Quest Diagnostics and LabCorp centers across all 50 U.S. states. All results are reviewed by licensed physicians and delivered through HIPAA- and SOC2-compliant patient portals, with integration points to telemedicine providers, EMRs, pharmacies, wearables, and third-party logistics partners.
The company operates a dual business model: a direct-to-consumer e-commerce channel selling branded at-home test kits priced $52-$169 each, and an enterprise B2B white-label platform licensed to partners under a subscription structure (one-time setup fee, monthly platform fee, variable per-end-user fees, plus integration services). The consumer product line includes dedicated panels for heart health, men's health, women's health, prostate cancer screening, prediabetes/diabetes screening, and testosterone monitoring. The B2B platform is the higher-margin, higher-stickiness segment, with white-label customization, branded test kits, and dedicated customer success management supporting partnership depth.
In October 2024, imaware acquired binx health's consumer testing business to expand into STI screening. In December 2024, SuperTruth acquired imaware to centralize healthcare data and improve AI model accuracy; imaware continues to operate as a brand and platform subsidiary, with the Data Trust Index framework subsequently deployed on its platform. The company is headquartered in Austin, Texas, with a headcount of 11-50 employees.
imaware firmographics
Firmographics- Name
- imaware
- Legal name
- imaware
- Website
- https://imaware.health
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- imaware is an Austin-based digital health company operating a white-label at-home diagnostic testing platform offering 200+ biomarkers through CLIA-certified labs, serving both individual consumers via e-commerce and B2B partners (employers, health systems, payors, pharma, and wellness brands) via subscription-based white-label licensing.
- Ownership category
- akta.pro rank
imaware industry classification
Industry- Product category
- At-Home Diagnostic Testing Platform
- NAICS
- Medical Laboratories (621511), Medical and Diagnostic Laboratories (62151), In-Vitro Diagnostic Substance Manufacturing (325413)
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835), Services-Medical Laboratories (8071)
- akta.pro primary industry
- Remote Diagnostics & Home Testing Devices (Connected POC/At-Home Diagnostic Readers) (HLAHACAL)
- akta.pro secondary industries
- Home Diagnostic & Self-Test OTC Kits (HLAIADAO), Specialty & Biomarker Laboratory Services (Immunoassays/Flow/Cytometry) (HLAGAEAB), Clinical Biomarker Testing Services (central labs, trial enrollment/monitoring assays) (HLAAAMAC)
Keywords
Where imaware is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Markets served
imaware business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Direct-to-Consumer Test Sales: One-time purchase of individual at-home test kits sold directly to consumers through e-commerce platform, ranging from $52-$169 per test depending on panel complexity.
- B2B White-Label Platform Licensing: Enterprise partners license the imaware platform with one-time setup and implementation fee, plus monthly fixed platform fees and variable per-end-user fees. Includes biomarker test kit fees and clinician support.
- Integration Services: Additional revenue from API integrations with labs, pharmacies, telemedicine providers, EMRs, wearables, and logistics providers performed by imaware's engineering team.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Prostate Cancer Screening Test |
| Unit Pricing | Pay-as-you-go | Men's Health & Wellness Test |
| Unit Pricing | Pay-as-you-go | Prediabetes / Diabetes Screening Test |
| Unit Pricing | Pay-as-you-go | Testosterone Monitoring Test |
| Subscription | Monthly | B2B White-Label Platform |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
imaware product offering
Product offeringCore offering
imaware operates a white-label digital health platform for at-home biomarker testing, offering 200+ analytes processed through CLIA-certified and CAP-accredited labs. The platform is sold B2B to employers, health systems, payors, pharmaceutical companies, and wellness brands who deploy branded test kits and patient portals under their own identity. Direct-to-consumer branded test kits for prostate cancer, testosterone, men's/women's health, diabetes, and heart health are sold individually through imaware.health at $52–$169 per kit.
Product overview
imaware is a health technology company offering a white-label diagnostic platform for at-home biomarker testing. The platform provides customizable panels from 200+ analytes through CLIA-certified, CAP-accredited labs, serving B2B partners including employers, health & wellness companies, clinical care providers, pharmaceutical companies, health payors, and health systems. Consumer products include branded at-home tests for heart health, men's health, women's health, prostate cancer screening, diabetes/prediabetes, and testosterone monitoring. The platform integrates with Quest/LabCorp lab networks, supports API connectivity for enterprise partners, and offers HIPAA-compliant patient portals with telehealth integration.
Differentiator
Problem solved
Functional benefit
Products and services
- Baseline Heart Health Test At-home heart health test measuring cholesterol, glucose, and inflammation levels, priced at $89 and shipped to consumers for self-collection. Designed for individuals seeking preventive cardiovascular screening.
- Men's Health & Wellness Test Comprehensive at-home men's health panel measuring hs-CRP, PSA, total cholesterol, ferritin, vitamin D, triglycerides, LDL-C, HDL-C, total testosterone, and HbA1c (11 biomarkers), priced at $169. Recommended as 'Best for men's health' by Healthline.
- Prostate Cancer Screening Test At-home Prostate-Specific Antigen (PSA) prostate cancer screening test priced at $89, including physician review and telehealth support. Recommended as 'Best report' by Healthline.
- Testosterone Monitoring Test At-home testosterone monitoring test measuring total testosterone levels, priced at $69. Recommended as 'Best for men's health' by Healthline.
- Prediabetes / Diabetes Screening Test At-home diabetes screening test measuring estimated average glucose (EAG), fasting glucose, and HbA1c levels, priced at $79. Recommended as 'Best for physician-reviewed testing' by Healthline.
- Women's Health & Wellness Test Comprehensive at-home women's health panel covering female hormones, lipids, micronutrients, and related biomarkers, priced at $169. Designed for women seeking preventive and wellness biomarker screening.
- imaware Diagnostic Platform White-label B2B diagnostic platform enabling health systems, employers, payors, pharmaceutical companies, and wellness brands to offer at-home biomarker testing. Features customizable panels from 200+ analytes, HIPAA-compliant patient portals, results dashboards, telehealth integration, and API connectivity. Includes dedicated Customer Success Manager and clinician support.
- White-Label Testing Program Private-label health testing solution allowing enterprise partners to rebrand test kits and the digital platform with their own branding. Includes access to 200+ biomarkers, lab integration with Quest and LabCorp, and ongoing support services with monthly fixed platform fees plus variable per-end-user fees.
- Biomarker Testing Panels Customizable biomarker test panels spanning cardiovascular (cholesterol, triglycerides, inflammation), metabolic (glucose, HbA1c, insulin), hormonal (testosterone, thyroid, cortisol), liver/kidney function, STI screening, 108 IgG food sensitivity, and micronutrient categories. Designed to be configured per partner or population.
Quantifiable outcome
- 95%+ of beta test members saw biomarker improvements after 6 months
- +2 more outcomes
Companies that use imaware
Customer profileNamed customers3 records
Segments7 records
Ideal customer profiles6 records
imaware technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability5 records
Feature6 records
imaware partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, major and minor.
- SuperTruthcoreSuperTruth acquired imaware in December 2024 and is now deploying its Data Trust Index framework on imaware's platform. The partnership reduced analysis time by 95% and eliminated 200+ hours of monthly manual processing on 105,000 oncology diagnostic records. SuperTruth filed a provisional patent for the Behavioral Integrity Index with imaware integration.
- binx healthmajorimaware acquired binx health's consumer testing business, expanding into home-health testing category and becoming a leader in STI health screening. Transaction scales solutions for B2C patients and B2B partners.
- Quest DiagnosticscoreIntegration partnership providing access to 4500+ Quest laboratory centers for sample collection, complementing at-home testing with in-person phlebotomy options.
- LabCorpcoreIntegration partnership providing access to LabCorp laboratory network for sample processing, ensuring CLIA-certified and CAP-accredited testing capabilities.
- RecurominorListed as trusted health organization partner utilizing imaware's diagnostics platform for health solutions.
- Mayo ClinicminorListed as trusted health organization partner recognizing imaware's diagnostic platform capabilities.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
imaware competitors and assessment
Company assessmentDirect peers
- Function Health: Function Health sells comprehensive at-home biomarker panels directly to consumers and has positioned itself as a premium preventive health testing brand. It directly competes with imaware's premium men's and women's wellness panels.
- LetsGetChecked: LetsGetChecked offers at-home diagnostic test kits with both DTC and B2B/employer channels and CLIA-certified lab processing. It is a direct competitor on platform model, biomarker breadth, and enterprise sales motion.
- Everlywell: Everlywell is a leading direct-to-consumer at-home testing company offering a broad menu of biomarker and wellness tests online. It is the most direct head-to-head competitor to imaware in the consumer at-home diagnostic testing category.
Emerging players
- Hims & Hers Health: Hims & Hers combines DTC telehealth with growing at-home lab testing capabilities, particularly in men's and women's health. It competes for the same consumer testing-and-treatment use cases as imaware's panels.
- Ro: Ro operates a vertically integrated telehealth and men's health platform that increasingly bundles at-home lab testing with virtual care. It overlaps with imaware's men's health and hormone testing offerings and B2B employer wellness channel.
- Thorne HealthTech: Thorne offers direct-to-consumer supplements and biomarker testing with a focus on personalized health optimization. It overlaps with imaware on wellness-focused biomarker panels and shares a similar premium-DTC positioning.
- Cue Health: Cue Health builds connected at-home molecular diagnostic readers and tests (initially COVID, expanding to respiratory and sexual health). It is comparable as an at-home diagnostic hardware/reader competitor, though its device-based approach differs from imaware's kit-and-lab model.
Regional players
- 23andMe: 23andMe is a direct-to-consumer genetic and health testing company. While focused on genomics rather than blood biomarkers, it competes for the same consumer health-Testing wallet and DTC channel.
Broad incumbents
- Quest Diagnostics: Quest Diagnostics is a national clinical laboratory network and one of imaware's core lab processing partners. It is comparable both as a wholesale channel and as a broad incumbent that competes in consumer-initiated testing (e.g., Quest's own direct testing portal).
Others
- Labcorp: Labcorp is a major clinical laboratory network and imaware's other core lab partner. It also operates its own direct-to-consumer testing channel, making it both a critical supplier and a broad incumbent competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
imaware social profiles
Digital presenceimaware compliance and trust
Trust signalCompliance4 records
imaware financial estimates
Financial estimateRevenue estimate
Valuation estimate
imaware leadership team
Management profileNumber of profiles
Profiles3 records
imaware funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
imaware 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 imaware
What does imaware do?
imaware operates a white-label digital health platform for at-home biomarker testing, offering 200+ analytes processed through CLIA-certified and CAP-accredited labs. The platform is sold B2B to employers, health systems, payors, pharmaceutical companies, and wellness brands who deploy branded test kits and patient portals under their own identity. Direct-to-consumer branded test kits for prostate cancer, testosterone, men's/women's health, diabetes, and heart health are sold individually through imaware.health at $52–$169 per kit.
Is imaware a public or private company?
imaware is a private company. It is classified as corporate owned and is currently operating.
When was imaware founded?
imaware was founded in 2019. It employs 11 to 50 people.
Where is imaware based?
imaware is headquartered in Austin, United States, in the North America region.
How does imaware make money?
Three revenue lines are on record. Direct-to-Consumer Test Sales are the primary driver. The others are B2B White-Label Platform Licensing and integration Services.
Who are imaware's main competitors?
Direct peers on record are Function Health, LetsGetChecked and Everlywell. Emerging players are Hims & Hers Health, Ro, Thorne HealthTech and Cue Health. 23andMe is listed as a regional player. Quest Diagnostics is listed as a broad incumbent. Labcorp is listed as an others.
Does imaware have an API?
Yes. imaware offers a flexible API that covers all aspects of the lab journey, from ordering testing kits to lab results and all statuses in between. The API is designed so partners can own the entire end-to-end patient-facing experience. Partners can manage the entire experience or only portions, as the API works in concert with the hosted solution. Integrations can be added as an added service by imaware's engineering team, or partners can use the flexible API to perform integrations on their own.
What industry is imaware in?
imaware's product category is At-Home Diagnostic Testing Platform. Its primary akta.pro industry code is HLAHACAL, Remote Diagnostics & Home Testing Devices (Connected POC/At-Home Diagnostic Readers), with a secondary code of HLAIADAO, Home Diagnostic & Self-Test OTC Kits. Its NAICS code is 621511 and its SIC code is 2835.