What First Derm (iDoc24 Inc) does

First Derm, operated by California-incorporated iDoc24 Inc and headquartered in Berkeley, operates an online teledermatology platform that connects individual consumers with board-certified dermatologists for asynchronous review of submitted skin photos and symptom descriptions. Founded by orthopedic surgeon Dr. Alexander Börve and CTO Jimmy Stridh around 2012-2014, the company has served over 250,000 users across 160 countries since launching its consumer-facing app, supporting six languages (English, Swedish, Spanish, Norwegian, German, Italian). The core consumer product is a fully anonymous case-submission service with no account creation, priced per consultation starting at $34.95 with tiered pricing by response speed, and channel partnerships with Boots (UK) and Apoteket (Sweden) for distribution.

The technology stack combines a multi-language web and mobile (iOS/Android) submission platform with two AI features: an image-based Skin Image Search™ using computer vision, and an Autoderm Bot on Telegram that returns ranked top-5 condition predictions from multimodal image and text inputs. The company has developed complementary hardware in the form of the HÜD smartphone-connected dermatoscope, designed to capture dermoscopic-grade images that improve diagnostic accuracy, paired with published research showing 90%+ teledermatology accuracy. A separate HIPAA-compliant iDoc24 PRO platform serves healthcare providers (primary care physicians) for specialist triage, and a related sub-brand, STD Triage, addresses sexually transmitted infection consultations.

The business model spans per-consultation transactional fees (the dominant revenue stream), B2B subscription/enterprise access via iDoc24 PRO, and ancillary hardware sales of the HÜD dermatoscope. GTM is product-led growth with no sales interaction: users self-serve through web or app and pay via PayPal, Apple Pay, credit card (processed through Braintree), or Google Pay. Distribution relies on content marketing, SEO, app store presence, earned media, and pharmacy referral partnerships. The company holds EU-US and Swiss-US Privacy Shield certifications and HIPAA compliance on its professional product. Cumulative disclosed funding is approximately $461K across five small rounds between 2012 and 2017, including a Sprint Accelerator / Techstars participation and a Vinnova grant, indicating the company has operated largely bootstrap-style with a headcount of 1-10 employees and no disclosed institutional growth equity.

Name

First Derm (iDoc24 Inc)

Legal name

iDoc24 Inc

Website

https://firstderm.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

First Derm, operated by iDoc24 Inc, is an anonymous online teledermatology platform connecting individual consumers in 160 countries with board-certified dermatologists who review submitted skin photos asynchronously, priced per consultation from $34.95 and supplemented by an AI skin image search, a B2B iDoc24 PRO platform, and a proprietary HÜD smartphone dermatoscope.

Ownership category

akta.pro rank

Product category

Teledermatology Services

NAICS

Medical and Diagnostic Laboratories (62151)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Medical Laboratories (8071)

akta.pro primary industry

Dermatology Telemedicine Platforms (HLALAGAA)

akta.pro secondary industries

Remote Diagnostics & Point-of-Care (Connected Testing, Home Lab Devices) (HLACAPAK), Dermatopathology (HLAKACAC)

Keywords

• Online dermatology consultations
• Teledermatology platform
• Skin image analysis
• Anonymous dermatology advice
• Smartphone dermatoscopy

Headquarters

HQ city

Berkeley

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Per-Consultation Fees: Users pay per case submission with pricing tiers based on response time urgency. Faster response times cost more. Base price starts at $34.95 for standard response. Payment processed via PayPal, credit card, Apple Pay, or Google Pay.
2. HÜD Dermatoscope Hardware Sales: Sale of HÜD smartphone-connected dermatoscope device for enhanced skin imaging. The device is sold as a complementary product to improve image quality for skin assessments.
3. iDoc24 PRO B2B Platform: Business-to-business model offering HIPAA-compliant teledermatology platform for healthcare providers (iDoc24 PRO app). Enables primary care physicians to capture dermatoscopic images and receive dermatologist triage for skin cancer screening.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels6 records

Core offering

First Derm operates an anonymous online dermatology consultation platform where users upload photos and symptom descriptions via web or mobile app and receive professional evaluations from board-certified dermatologists, typically within hours. The core B2C service is complemented by the HÜD smartphone-connected dermatoscope hardware accessory for higher-quality skin imaging and the iDoc24 PRO HIPAA-compliant B2B platform used by healthcare providers for teledermatology triage. AI-powered features such as the Skin Image Search computer-vision tool and the Autoderm Bot on Telegram support automated skin condition ranking and triage.

Product overview

First Derm (operated by iDoc24 Inc) offers a portfolio of dermatology consultation products comprising the core First Derm B2C platform for anonymous online dermatology consultations, the iDoc24 PRO B2B professional platform for healthcare providers, and the HÜD dermatoscope hardware accessory. The ecosystem includes AI-powered features such as Skin Image Search™ for image analysis and the Autoderm Bot on Telegram for automated triage, along with the Skin Map outbreak tracking visualization. The company also operates STD Triage as a related sub-brand. Services are available via web, iOS, and Android apps, with consultations starting at $34.95.

Differentiator

Problem solved

Functional benefit

Brands

• HÜD Dermatoscope: A smartphone-connected dermatoscope device for skin cancer screening and improved teledermatology image quality
• Skin Image Search
• Autoderm Bot

Products and services

• First Derm Anonymous online dermatology consultation platform connecting individual consumers with board-certified dermatologists. Users submit photos and symptom descriptions via web or mobile app and receive professional opinions on likely conditions and recommended treatments within 24-48 hours, starting at $34.95 per consultation.
• iDoc24 PRO

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Boots (UK Pharmacy)minorChannel Partner/ Reseller/ DistributorUK pharmacy chain partnership providing referral traffic. Boots Online Doctor platform offers First Derm services to UK customers seeking dermatology consultations.
• HealthlineminorGTM or Marketing PartnerHealth information website partnership for content distribution and user referral.
• Your.mdminorStrategic or Co-development PartnerDigital health companion partnership for symptom checking and health guidance integration.
• Apoteket (Swedish Pharmacy)minorChannel Partner/ Reseller/ DistributorSwedish pharmacy chain partnership for OTC product recommendations and service distribution.
• HÜD DermatoscopecoreOEM/ Whitelabel/ Licensing PartnerFirst Derm developed smartphone-connected dermatoscope hardware. Sold separately to enhance smartphone camera capability for dermatoscopic imaging. Complementary product that improves diagnostic accuracy for skin lesion assessment.
• Skydeck (UC Berkeley)minorGTM or Marketing PartnerPartnership with UC Berkeley startup ecosystem for innovation and talent acquisition.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Curology: Curology is a US telehealth dermatology brand primarily focused on acne and prescription skincare with a subscription model plus provider consultations. Comparable to First Derm in the online dermatology for acne/skin-concerns category, but operates a recurring subscription + custom-formulated product business versus First Derm's per-case model.
• Teladoc Health: Teladoc Health is a large publicly-traded telehealth provider that includes dermatology within its multi-specialty virtual care offering to employers, payers, and providers. Comparable to First Derm's iDoc24 PRO enterprise model but at vastly larger scale, covering dermatology as one of many specialties within a broader portfolio.
• Hims & Hers Health: Hims & Hers is a broad consumer telehealth platform that includes online dermatology consultations and prescription skincare as part of a multi-specialty offering. Comparable to First Derm at the category level (digital dermatology care delivery), but operates with significantly more capital, scale, and a subscription-plus-product model.

Direct peers

• Miiskin: Miiskin is a Denmark-headquartered AI skin-tracking and teledermatology app offering photo-based mole and lesion monitoring plus access to dermatologists. Comparable to First Derm in its smartphone-first consumer dermatology workflow and use of AI image analysis, with overlap in Scandinavian and European markets.
• DermatologistOnCall: Operated by Dermatologists of Central States (Ohio), DermatologistOnCall is one of the longest-running US teledermatology services connecting patients with board-certified dermatologists via asynchronous photo submission — the same core product-market fit as First Derm (US-based, asynchronous photo review, board-certified dermatologist pool).
• MetaOptima (DermEngine): MetaOptima builds the DermEngine teledermoscopy and AI dermatology platform used by clinics and PCPs for skin lesion triage and dermatoscopic image analysis. Directly comparable to First Derm's iDoc24 PRO B2B offering and shared focus on teledermatoscopy as a differentiator.

Emerging players

• SkinVision: SkinVision is a Netherlands-based AI dermatology app that assesses skin lesion risk from smartphone photos and connects users to clinicians. Comparable to First Derm's AI triage (Autoderm) plus dermatologist-review combination, with similar emphasis on smartphone-first assessment and broader European availability.
• Skin Analytics: UK-based Skin Analytics builds AI-powered dermatology triage (DERM) used within NHS pathways for skin cancer referral decision support. Comparable to First Derm's Autoderm/Skin Image Search AI layer and addresses a similar dermatology-access problem, but focuses on regulated clinical pathway integration rather than direct-to-consumer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/firstderm
• Facebookfacebook.com/firstderm
• LinkedInlinkedin.com/company/2762391

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds5 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about First Derm (iDoc24 Inc)