EquiLife
EquiLife is a direct-to-consumer functional medicine company that sells supplements, at-home lab tests, and structured naturopathic wellness protocols to health-conscious consumers through its Shopify e-commerce platform and subscription model.
- Company typePrivate
- Founded2018
- HeadquartersWalpole, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What EquiLife does
EquiLife, Inc is a private direct-to-consumer functional medicine and naturopathic wellness company founded in 2018 and headquartered at 55 West Street, Walpole, Massachusetts. The company manufactures and sells a vertically integrated product ecosystem comprising nutritional supplements, at-home functional medicine lab tests, and structured wellness protocols rooted in naturopathic, Ayurvedic, and functional medicine traditions. Founder and CEO Dr. Stephen Cabral, a Board Certified Doctor of Naturopathy, is the central brand asset and primary protocol designer; Erica Hull serves as Vice President of Health Coaching, overseeing the coaching service layer.
The product range is broad and protocol-driven. Hero offerings include the Dr. Cabral Detox (7, 14, or 21-day program), CBO Protocol, Daily Foundational Protocol (Levels 1-3), Heavy Metal Detox, Para Support, Mold Protocol, GLP-1 Tone System, Metavolve, Sleep Help, Immunity, and Prenatal protocols, alongside supplements such as Daily Nutritional Support, Full Spectrum Magnesium, Omega-3 Support, Advanced Collagen Support, and Organic Pea Protein. At-home lab testing spans individual tests (Thyroid TSH, Vitamin and Antioxidants, Minerals and Metals via hair analysis, Candida/Organic Acids, Food Sensitivity IgG, Stress/Mood/Metabolism, Gut Bacteria and Parasite, Mold Toxicity) and bundles such as Big 5 Labs ($1,695) and Vita-Min Tox Test ($598). A private health coaching tier and a Lab Selection Call complete the service offering, with a Health Assessment Quiz providing entry-point personalization.
The business model is subscription-anchored direct-to-consumer e-commerce. Products are sold via the Shopify storefront at equi.life, with pricing ranging from $16-$70 per supplement, $99-$1,695 for lab tests, and $50-$410 for protocols. Subscribe & Save tiers escalate discounts to 15-20% for multi-product subscriptions, with perks including free lab tests every 90 days for qualifying subscribers and subscriber-only gifts. The company accepts HSA/FSA payments and offers Amazon Pay, PayPal, and Shop Pay. Customer acquisition runs through content marketing (EquiLife Learning Center blog), owned social across six platforms, paid search and social, email/SMS automation via Klaviyo and Attentive, and an Ambassador and Affiliate Program. To date EquiLife reports over 250,000 completed client appointments, a 4.9/5 customer rating, and 1,400+ verified reviews on its flagship Dr. Cabral Detox product.
EquiLife firmographics
Firmographics- Name
- EquiLife
- Legal name
- EquiLife, Inc
- Website
- https://equi.life
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- EquiLife is a direct-to-consumer functional medicine company that sells supplements, at-home lab tests, and structured naturopathic wellness protocols to health-conscious consumers through its Shopify e-commerce platform and subscription model.
- Ownership category
- akta.pro rank
EquiLife industry classification
Industry- Product category
- Functional Medicine Supplements and Wellness Protocols
- NAICS
- Food (Health) Supplement Retailers (456191), Other Health and Personal Care Retailers (45619), All Other Health and Personal Care Retailers (456199)
- SIC
- Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)
- akta.pro primary industry
- Health, Wellness & Pharmacy Online Retailers (CRAFADAG)
- akta.pro secondary industries
- Wellness Program Design & Accountability Coaching (HSADAGAC), Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH), Health Coaching & Lifestyle Coaching Education (EDAAAHAG)
Keywords
Where EquiLife is headquartered
LocationHeadquarters
- HQ city
- Walpole
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
EquiLife business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: EquiLife generates revenue through direct-to-consumer sales of supplements, functional medicine lab kits, and wellness protocols via its e-commerce platform. Products are sold through one-time purchases and subscription models with delivery frequencies of 4, 6, or 8 weeks.
- Health Coaching Services: The company offers private health coaching services, including concierge 3-month programs, generating revenue through service fees for personalized wellness guidance.
- Subscription Program: Subscribe & Save program offering 15-20% discounts based on number of products subscribed. Additional perks include free lab tests every 90 days for qualifying subscriptions and exclusive subscriber gifts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Individual supplement products |
| One time/ perpetual license | Pay-as-you-go | At-home functional medicine lab tests |
| One time/ perpetual license | Pay-as-you-go | Wellness protocols and programs |
| Subscription | Monthly | Subscribe & Save multi-product discount tiers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
EquiLife product offering
Product offeringCore offering
EquiLife is a direct-to-consumer functional medicine brand that manufactures and sells proprietary nutritional supplements, structured multi-week wellness protocols (detox, gut, mold, immunity, prenatal), at-home lab testing kits, and one-on-one health coaching services. Products are sold primarily through its Shopify-powered e-commerce storefront and supplemented by recurring Subscribe & Save subscriptions and private concierge coaching engagements.
Product overview
EquiLife is a Functional Medicine wellness company offering a comprehensive ecosystem of health products and services centered around at-home lab testing, wellness protocols, and nutritional supplements. The core product offering consists of: (1) Functional Medicine Lab Tests including individual tests (Vitamin & Antioxidants, Minerals & Metals, Food Sensitivity, Stress/Mood/Metabolism, Gut Bacteria & Parasite, Mold Toxicity) and bundled packages (Big 5 Labs, Vita-Min Tox Test, Big 3 Gut Health Test); (2) Wellness Protocols including the flagship Dr. Cabral Detox (7/14/21-day programs), CBO Protocol, Heavy Metal Detox, Para Support, Mold Protocol, GLP-1 Tone System, Metavolve, Sleep Help Protocol, Immunity Protocol, and Daily Foundational Protocol (Levels 1-3 in powder or capsule forms); (3) Nutritional Supplements including Daily Nutritional Support, Organic Pea Protein, Advanced Collagen, Full Spectrum Magnesium, Omega-3 Support, Daily Fruit & Vegetable Blend, and Advanced Cell Force; (4) Health Coaching Services including Private Health Coaching and Lab Selection Calls; and (5) a Health Assessment Quiz that provides personalized recommendations. Products are primarily sold through their Shopify e-commerce platform with a subscription model offering up to 20% savings.
Differentiator
Problem solved
Functional benefit
Brands
- EquiLife: Main brand for wellness supplements, functional medicine labs, and health coaching services
Products and services
- Daily Nutritional Support An all-in-one vitamin, mineral and plant-based protein shake delivering 12 nutritional supplements in one serving with 15g of hypoallergenic protein, sold as a standalone supplement to consumers following functional nutrition plans.
- Dr. Cabral Detox Comprehensive full-body functional medicine detoxification system combining Ayurvedic traditions with modern science to eliminate toxins while rebalancing the body, sold in 7, 14, or 21-day program formats to individual consumers.
- GLP-1 Tone System A wellness protocol designed to support GLP-1 hormone function, weight management and metabolic health, sold as a packaged supplement program to individual consumers.
- Advanced Cell Force A supplement designed to provide clean, crash-free energy for mind and body support, sold to individual consumers seeking daily vitality support.
- Organic Pea Protein A plant-based protein supplement derived from organic peas, sold as a standalone nutritional supplement to individual consumers.
- Advanced Collagen Support A collagen supplement designed to support skin health, joint function and connective tissue, sold to individual consumers.
- Full Spectrum Magnesium A comprehensive magnesium supplement supporting muscle function, relaxation and overall wellness, sold as a standalone product to individual consumers.
- Daily Fruit and Vegetable Blend A concentrated blend of fruits and vegetables providing antioxidant support and phytonutrients, sold as a standalone supplement to individual consumers.
- Omega-3 Support An omega-3 fatty acid supplement supporting heart health, brain function and inflammatory response, sold as a standalone supplement to individual consumers.
- Metavolve A metabolic optimization protocol designed to support healthy weight management and cellular health, sold as a packaged program to individual consumers.
- Big 5 Labs A comprehensive bundle of five foundational at-home lab tests covering hormones, thyroid, adrenal function, and metabolic markers, sold to individual consumers seeking data-driven health assessment.
- Vita-Min Tox Test An at-home lab test assessing vitamin levels, mineral status and potential toxic exposures, sold to individual consumers as a standalone functional medicine assessment.
- Vitamin and Antioxidants Test An at-home test measuring vitamin levels and antioxidant status to identify nutritional deficiencies, sold to individual consumers.
- Minerals and Metals Test A hair tissue mineral analysis test evaluating mineral levels and heavy metal exposure, sold to individual consumers.
- Candida, Metabolic and Vitamins Test An organic acids test assessing candida overgrowth, metabolic markers and vitamin levels, sold to individual consumers.
- Food Sensitivity IgG Test A blood spot test identifying food sensitivities by measuring IgG antibody responses to foods, sold to individual consumers.
- Stress, Mood and Metabolism Test A comprehensive test evaluating thyroid, adrenal hormones and neurotransmitters related to stress response, sold to individual consumers.
- Gut Bacteria and Parasite Test A stool test analyzing gut microbiome composition and checking for parasitic infections, sold to individual consumers.
- Mold Toxicity Test A test assessing exposure to mold toxins and biotoxins, sold to individual consumers.
- CBO Protocol A Candida and Bacterial Optimizer protocol designed to restore healthy gut flora balance over an extended cleanse program, sold to individual consumers.
- Heavy Metal Detox A protocol designed to safely remove heavy metals from the body while supporting detoxification pathways, sold to individual consumers.
- Para Support Protocol A parasite cleanse protocol supporting the body's natural defense against parasites, sold to individual consumers.
- Mold Protocol A comprehensive protocol addressing mold exposure and supporting detoxification from mycotoxins, sold to individual consumers.
- Daily Foundational Protocol A comprehensive daily nutrition protocol available in three levels (Level 1, 2, 3) and both powder and capsule forms, providing foundational wellness support to individual consumers.
- Sleep Help Protocol A sleep optimization protocol supporting healthy sleep patterns and restful nights, sold to individual consumers.
- Immunity Protocol A comprehensive immune support protocol combining multiple supplements for enhanced immune function, sold to individual consumers.
- Prenatal Protocol A specialized protocol providing nutritional support for pregnancy, including prenatal and complete prenatal versions, sold to individual consumers.
- Private Health Coaching One-on-one health coaching services providing personalized wellness guidance and protocol customization, including a 3-month concierge program sold to individual consumers.
- Lab Selection Call A risk-free consultation helping customers select appropriate functional medicine lab tests based on their health needs, sold to individual consumers as a paid service.
- Essential Starter Stack A curated combination of foundational supplements designed for beginners starting their wellness journey, sold as a discounted starter bundle.
- Gut Health Starter Stack A supplement bundle focused on digestive health and gut microbiome support, sold with subscription options.
- Energy Starter Stack A supplement bundle designed to support energy levels, combat fatigue and enhance vitality, sold with subscription options.
- Advanced Tick Support A comprehensive supplement designed to support the body's natural defenses against tick-borne issues, sold to individual consumers.
Quantifiable outcome
- 4.9 out of 5 customer satisfaction rating
- +3 more outcomes
Companies that use EquiLife
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
EquiLife technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
EquiLife partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- TherasagecoreTherasage products are featured in a dedicated boutique section on EquiLife's platform, including Therasage infrared products, weighted blankets, and comfort items. This partnership expands EquiLife's product ecosystem beyond supplements to include wellness hardware and accessories.
- ShopifycoreEquiLife operates its e-commerce platform on Shopify, utilizing Shopify's checkout, payment processing, subscription management, analytics, and app ecosystem for store operations.
- KlaviyocoreEmail and SMS marketing automation platform integrated with EquiLife's e-commerce for customer communication, promotional campaigns, abandoned cart recovery, and newsletter delivery.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
EquiLife competitors and assessment
Company assessmentDirect peers
- Bulletproof: Bulletproof is a DTC wellness brand offering supplements, functional foods, and protocols built around a founder-led narrative. Like EquiLife, it combines supplements, content, and structured programs into an integrated wellness ecosystem.
- AG1 (Athletic Greens): AG1 by Athletic Greens is a daily foundational greens and nutrients supplement sold via subscription DTC. It directly competes with EquiLife's Daily Nutritional Support shake and Daily Foundational Protocol as a one-stop daily nutrition product.
- Ritual: Ritual is a DTC essential vitamins and supplements brand offering subscription-based, traceable formulations. Like EquiLife, it sells directly to consumers online via a subscription model focused on daily foundational nutrition.
- Pure Encapsulations: Pure Encapsulations is a practitioner-grade supplement brand widely used in functional medicine practices. It overlaps with EquiLife's practitioner-quality positioning and is often recommended alongside or instead of EquiLife protocols by integrative health practitioners.
- Care/of: Care/of is a personalized daily vitamin subscription brand with a quiz-based onboarding experience. Its approach to personalization and subscription-based DTC supplements mirrors EquiLife's Health Assessment Quiz funnel and Subscribe & Save program.
- Designs for Health: Designs for Health is a practitioner-supplement company offering functional medicine protocols, supplements, and educational content for integrative practitioners. It competes with EquiLife in the functional medicine supplement and protocol space.
- Seed: Seed is a DTC microbiome-focused supplement brand with a science-forward subscription model. It competes for the same health-conscious, data-driven consumer EquiLife targets through gut health products and protocols.
- Thorne: Thorne is a premium supplements and wellness brand serving health-conscious consumers with practitioner-grade formulations and at-home testing. EquiLife competes directly with Thorne across supplements, lab testing, and personalized protocols targeted at functional medicine consumers.
- Metagenics: Metagenics is a science-based nutraceutical company offering practitioner-grade supplements and protocols, with overlap to EquiLife's CBO Protocol, Heavy Metal Detox, and Daily Foundational Protocol lines.
Emerging players
- Viome: Viome offers at-home gut and cellular health testing combined with personalized nutrition recommendations. It directly overlaps with EquiLife's lab-test-plus-personalized-protocol flywheel, though it emphasizes microbiome mRNA analysis over broader functional medicine panels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
EquiLife social profiles
Digital presenceEquiLife financial estimates
Financial estimateRevenue estimate
Valuation estimate
EquiLife leadership team
Management profileNumber of profiles
Profiles3 records
EquiLife funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EquiLife 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 EquiLife
What does EquiLife do?
EquiLife is a direct-to-consumer functional medicine brand that manufactures and sells proprietary nutritional supplements, structured multi-week wellness protocols (detox, gut, mold, immunity, prenatal), at-home lab testing kits, and one-on-one health coaching services. Products are sold primarily through its Shopify-powered e-commerce storefront and supplemented by recurring Subscribe & Save subscriptions and private concierge coaching engagements.
Is EquiLife a public or private company?
EquiLife is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was EquiLife founded?
EquiLife was founded in 2018. It employs 51 to 100 people.
Where is EquiLife based?
EquiLife is headquartered in Walpole, United States, in the North America region.
How does EquiLife make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are health Coaching Services and subscription Program.
Who are EquiLife's main competitors?
Direct peers on record are Bulletproof, AG1 (Athletic Greens), Ritual, Pure Encapsulations, Care/of, Designs for Health, Seed, Thorne and Metagenics. Viome is listed as an emerging player.
Does EquiLife have an API?
No public API is recorded for EquiLife.
What industry is EquiLife in?
EquiLife's product category is Functional Medicine Supplements and Wellness Protocols. Its primary akta.pro industry code is CRAFADAG, Health, Wellness & Pharmacy Online Retailers, with a secondary code of HSADAGAC, Wellness Program Design & Accountability Coaching. Its NAICS code is 456191 and its SIC code is 5122.