Carrot

Digital Health - Tobacco Cessationcarrot.co

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

Tobacco cessation program
Digital health platform
Smoking cessation technology
Behavioral health coaching
Employee wellness benefits

Where Carrot is headquartered

Location

Headquarters

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 offering

Core 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 profile

Ideal customer profiles4 records

Carrot technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Carrot partnerships and signals

Strategic signal

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Carrot competitors and assessment

Company assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Carrot leadership team

Management profile

Number of profiles

Profiles1 record

Carrot funding detail

Funding detail

Funding 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 investment

M&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?

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.