Carrot
Carrot (operating as Pivot) is a digital health company offering Pivot Breathe, a tech-enabled tobacco cessation platform with human coaching, a mobile app, and a breath sensor device, serving employers, health plans, and consumers via Walgreens.
- Company typePrivate
- Founded2018
- HeadquartersRedwood City, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Carrot does
Carrot, legally Pivot Health Technologies, Inc., also operating under the brand name Pivot, is a digital health company headquartered in Redwood City, California, that operates two principal product lines. The first is the Carrot Visual Diagnostics Platform, originally launched as Virtual Field in 2018 and rebranded in March 2024, which delivers diagnostic exams to eye care providers and supports over 2,400 providers with more than 5 million diagnostic exams delivered to date. The second is Pivot Breathe, a tech-enabled tobacco cessation program that combines human coaching, a mobile app (iOS and Android), behavioral science, nicotine replacement therapy (NRT) products, and a proprietary Pivot Breath Sensor hardware device that measures carbon monoxide in breath.
The company monetizes primarily through B2B contracts with employers, health plans, and benefits consultants and brokers that integrate Pivot Breathe into workforce wellness and population health programs. A secondary consumer revenue line comes from retail and online sales of the Pivot Breath Sensor via Walgreens. Carrot was founded in 2018 and operates with 11–50 employees, led by Founder and CEO David Utley, M.D., with Daniel Balbierz as COO, Dennis Rohm as CTO, and Ha Van Le as Senior Director of Finance. The company has raised approximately $40.4M across three disclosed funding rounds (2017–2021) from investors including Johnson & Johnson Innovation (lead), Khosla Ventures, New York Life Ventures, and R7 Partners. The company is privately held, founder-controlled, and operates exclusively in the United States.
Carrot firmographics
Firmographics- Name
- Carrot
- Legal name
- Pivot Health Technologies, Inc.
- Website
- https://carrot.co
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Carrot (operating as Pivot) is a digital health company offering Pivot Breathe, a tech-enabled tobacco cessation platform with human coaching, a mobile app, and a breath sensor device, serving employers, health plans, and consumers via Walgreens.
- Ownership category
- akta.pro rank
Carrot industry classification
Industry- Product category
- Digital Health - Tobacco Cessation
- NAICS
- Medicinal and Botanical Manufacturing (325411)
- SIC
- Pharmaceutical Preparations (2834)
- akta.pro primary industry
- Smoking Cessation & Nicotine Replacement Therapy (Gum, Patches, Lozenges) (CRADAMAI)
- akta.pro secondary industries
- Nicotine Replacement Therapy (NRT) Consumer Products Manufacturing & Brands (CRADAJAJ), Connected Therapeutics & Smart Drug Delivery Monitoring (HLACAFAL)
Keywords
Where Carrot is headquartered
LocationHeadquarters
- HQ city
- Redwood City
- HQ country
- United States
- HQ region
- North America
Markets served
Carrot business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain
Carrot product offering
Product offeringCore offering
Carrot operates a tech-enabled behavioral change platform, branded as Pivot, that delivers a clinically-validated tobacco cessation program combining human coaching, mobile technology, behavioral science, and a proprietary carbon monoxide breath sensor. The company also offers a visual diagnostics platform for eye care providers (formerly Virtual Field) that supports over 2,400 eye care providers and has delivered more than 5 million diagnostic exams since 2018.
Product overview
Carrot is a digital health technology company (formerly Virtual Field, rebranded to Carrot) that operates primarily through its Pivot product line. The company offers Pivot Breathe, a comprehensive clinically-validated behavioral change platform for tobacco cessation that combines human coaching, mobile technology, and behavioral science. The core offering includes the Pivot Breathe platform, Pivot Breath Sensor hardware device, and a mobile application, supplemented by coaching services, peer community support, and nicotine replacement therapy products. The company serves employers, health plans, and individual consumers seeking to quit tobacco products.
Differentiator
Problem solved
Functional benefit
Brands
- Pivot Breathe: A comprehensive, clinically-validated digital tobacco cessation program that combines technology, human coaching, and behavioral science to support individuals in quitting smoking, vaping, and other tobacco use.
- Pivot Breath Sensor
Products and services
- Pivot Breathe A tech-enabled behavioral support program for tobacco cessation that combines human coaching, behavioral science, and mobile technology to help members quit cigarettes, cigars, and all smokeless tobacco products. Designed for employer-sponsored programs, health plan populations, and individual consumers.
- Pivot Breath Sensor A handheld carbon monoxide breath sensor device that measures CO levels to help members track their smoking exposure and progress toward quitting. Now available at Walgreens.com for individual purchase.
- Pivot Mobile App A mobile application that enables members to track cigarette use, engage with coaches, access community support, and monitor their quit journey progress on iOS and Android devices.
- Pivot Coaching Expert human coaching service provided to Pivot members throughout their quit journey, offering personalized support, motivation, and behavioral guidance.
- Carrot Visual Diagnostics Platform A visual diagnostics platform for eye care providers, rebranded from Virtual Field. Supports over 2,400 eye care providers and has delivered more than 5 million diagnostic exams since initial launch in 2018.
Companies that use Carrot
Customer profileIdeal customer profiles4 records
Carrot technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Carrot partnerships and signals
Strategic signalScale indicators2 records
Recent moves7 records
Expansion highlights4 records
Carrot competitors and assessment
Company assessmentDirect peers
- Pelago (formerly Quit Genius): Pelago is the closest direct competitor: a digital substance-use management platform (tobacco, alcohol, opioids) sold to employers and health plans, combining coaching, app-based CBT, and medication support. Highly comparable business model, buyer, and clinical approach to Pivot.
Emerging players
- Click Therapeutics: Click Therapeutics develops prescription and OTC digital therapeutics across indications including smoking cessation (Clickotine). Comparable as a software-first, evidence-driven cessation and digital therapeutic competitor targeting similar payer/employer channels.
- Big Health: Big Health develops digital therapeutics for mental health (Sleepio, Daylight) sold through employers, health plans, and pharmacy benefits managers. Comparable digital therapeutic, employer/payer GTM, and behavior-change modality.
- Exhale (BIPOC-led wellness apps): Exhale is a digital behavioral health platform offering meditation, coaching, and community support through employer benefits. Comparable as a smaller behavior-change app sold to employers, though focused on mental wellness rather than tobacco specifically.
Broad incumbents
- Omada Health: Omada is a leading digital chronic-condition coaching platform sold to employers and health plans across diabetes, hypertension, and behavioral health. Comparable employer/payer GTM motion and behavior-change coaching model, though broader in therapeutic scope than Pivot.
- Virta Health: Virta Health is a digital health platform that reverses chronic conditions (notably type 2 diabetes) via coaching, nutrition, and remote monitoring. Comparable employer/health-plan distribution and tech-enabled behavior change model.
- Hinge Health: Hinge Health is a digital musculoskeletal care platform sold to employers and health plans, combining technology, coaching, and remote monitoring. Comparable B2B payer GTM, integrated hardware + software + coaching stack, and digital therapeutics category positioning.
- Haleon (Nicorette / NicoDerm): Haleon owns the dominant OTC NRT brands (Nicorette gum/lozenges, NicoDerm CQ patches), which are the most clinically recognized cessation aids and a default option in the same category Pivot competes in. A broad incumbent against whom Pivot must differentiate on the integrated program rather than the molecule.
Others
- Walgreens Boots Alliance: Walgreens is Pivot's named retail distribution partner for the Pivot Breath Sensor. Not a competitor, but a relevant ecosystem/retail counterpart whose shelf strategy, pharmacy benefit offerings, and healthcare services expansion directly affect Pivot's distribution economics.
- Roo (by Calm): Calm Health / Calm Business sells digital mental wellness benefits to employers and health plans, often adjacent to smoking cessation and chronic-condition programs. Comparable employer benefits channel and digital coaching modality, though adjacent rather than head-to-head.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Carrot social profiles
Digital presenceCarrot financial estimates
Financial estimateRevenue estimate
Valuation estimate
Carrot leadership team
Management profileNumber of profiles
Profiles1 record
Carrot funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Carrot 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 Carrot
What does Carrot do?
Carrot operates a tech-enabled behavioral change platform, branded as Pivot, that delivers a clinically-validated tobacco cessation program combining human coaching, mobile technology, behavioral science, and a proprietary carbon monoxide breath sensor. The company also offers a visual diagnostics platform for eye care providers (formerly Virtual Field) that supports over 2,400 eye care providers and has delivered more than 5 million diagnostic exams since 2018.
Is Carrot a public or private company?
Carrot is a private company. It is classified as venture growth investor backed and is currently operating.
When was Carrot founded?
Carrot was founded in 2018. It employs 11 to 50 people.
Where is Carrot based?
Carrot is headquartered in Redwood City, United States, in the North America region.
Who are Carrot's main competitors?
Pelago (formerly Quit Genius) is listed as a direct peer. Emerging players are Click Therapeutics, Big Health and Exhale (BIPOC-led wellness apps). Broad incumbents are Omada Health, Virta Health, Hinge Health and Haleon (Nicorette / NicoDerm). Others are Walgreens Boots Alliance and Roo (by Calm).
Does Carrot have an API?
No public API is recorded for Carrot.
What industry is Carrot in?
Carrot's product category is Digital Health - Tobacco Cessation. Its primary akta.pro industry code is CRADAMAI, Smoking Cessation & Nicotine Replacement Therapy (Gum, Patches, Lozenges), with a secondary code of CRADAJAJ, Nicotine Replacement Therapy (NRT) Consumer Products Manufacturing & Brands. Its NAICS code is 325411 and its SIC code is 2834.