Grassroots Labs

What Grassroots Labs does

Grassroots Labs is a direct-to-consumer (D2C) lab testing platform offering affordable blood testing services to individual consumers in the United States. Founded in 2015 and headquartered in Peachtree City, Georgia, the company positions itself around the value proposition that "blood tests are expensive," explicitly framing the business as a cost-disintermediation play versus traditional clinical lab pricing. The company sells tests directly to patients, bypassing physician referrals and clinical markups.

The company's core offering is blood testing delivered through its website, grassrootslabs.com. The available source data does not disclose specific assay menus, lab partnerships, in-house laboratory operations, CLIA certification details, or platform architecture. No proprietary technology stack, mobile app, API, SDK, or third-party integrations are documented, and there is no evidence of in-house AI/ML capability, proprietary data assets, or technical differentiation beyond the affordability positioning.

The business model is direct-to-consumer lab sales with publicly undisclosed pricing. No customer segmentation, named enterprise customers, channel partnerships, funding rounds, or management team information is publicly available. With a headcount range of 1–10 employees ten years after founding and no disclosed capital events, the data pattern is consistent with a constrained-growth, bootstrapped or lightly-capitalized operation. Revenue is not disclosed, and visibility into unit economics, customer acquisition cost, retention, and gross margin profile is severely limited by the absence of standard operating disclosures.

Name

Grassroots Labs

Website

https://grassrootslabs.com

Company type

Private

Founded year

2015

Headcount range

1–10 employees

Short description

Grassroots Labs is a direct-to-consumer blood testing platform that markets affordable lab tests to U.S. consumers, bypassing traditional clinical markups. Founded in 2015, the company operates from Peachtree City, Georgia with a small team and minimal public disclosure.

Ownership category

akta.pro rank

Product category

Diagnostic Laboratory Services

NAICS

Medical Laboratories (621511), Medical and Diagnostic Laboratories (62151)

SIC

Services-Medical Laboratories (8071)

akta.pro primary industry

Central Laboratory Services (Core Lab Operations) (HLAGAEAA)

akta.pro secondary industry

Reference & Esoteric Testing Laboratories (HLAFAMAJ)

Keywords

• Direct-to-consumer lab testing
• Affordable blood testing
• Patient-direct diagnostics
• Lab testing services
• Consumer health testing

Headquarters

HQ city

Peachtree City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain

Core offering

Grassroots Labs operates a direct-to-consumer lab testing platform that enables patients to purchase blood tests directly at affordable prices, bypassing traditional insurance and intermediaries. The company positions itself as a low-cost alternative for routine blood work, addressing the high cost of laboratory diagnostics in the United States.

Product overview

Grassroots Labs is a blood testing service provider. Based on the company tagline 'Blood Tests are Expensive. We fix that,' the company offers affordable blood testing solutions to consumers. The source data does not provide specific product names, modules, or detailed portfolio information.

Differentiator

Problem solved

Functional benefit

Products and services

• Direct-to-Consumer Blood Testing

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves1 record

Regional players

• Paloma Health: D2C thyroid-focused health platform that includes lab testing as part of its offering; comparable as a vertically-integrated D2C testing + care model.

Direct peers

• WellnessFX: D2C blood testing service offering personalized wellness panels with physician-reviewed results, closely aligned with Grassroots Labs' consumer-facing lab model.
• Function Health: D2C lab testing platform offering comprehensive blood panels directly to consumers, directly competing with Grassroots Labs on affordable, direct-access testing without requiring insurance.
• Walk-In Lab: D2C lab testing service offering discounted blood tests to consumers without insurance, sharing the same affordability-driven, doctor-optional positioning as Grassroots Labs.
• Ulta Lab Tests: Online D2C lab testing marketplace allowing consumers to order blood work directly without a doctor visit, overlapping directly with Grassroots Labs' affordability-focused value proposition.

Emerging players

• Everlywell: D2C health testing company offering at-home and lab-based tests directly to consumers; broader portfolio of tests but directly competes for the same cost-conscious consumer testing dollars.
• myLAB Box: D2C at-home testing provider for a range of health conditions; adjacent in channel (D2C) and partially overlapping in lab-based diagnostics.
• Thorne: Wellness and supplement brand that has expanded into diagnostic testing, targeting the same proactive health consumer that Grassroots Labs serves.

Broad incumbents

• Quest Diagnostics: Largest U.S. clinical lab network offering direct-to-consumer testing options alongside physician-ordered work; competes with Grassroots Labs on price-per-test and panel breadth.
• Labcorp: National clinical laboratory giant providing both insured and self-pay testing options; an incumbent that competes with Grassroots Labs on the cash-pay consumer segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat1 record

Key risks5 records

Key highlights4 records

Customer concentration

• Xx.com/grassrootslabs

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Grassroots Labs