What Newfoundland Diagnostics does

Newfoundland Diagnostics Ltd is a UK-based direct-to-consumer provider of at-home diagnostic tests and medical devices, operating as a private limited company founded in 2020 with headquarters in Amersham, Buckinghamshire. The company sells a portfolio of more than 20 CE/UKCA-marked lateral flow rapid diagnostic self-tests covering infectious disease (HIV, Strep A, COVID/Flu, UTI, vaginal infection), fertility and reproductive health (male fertility, pregnancy, ovulation, menopause), organ and metabolic health (thyroid, cholesterol, HbA1c, iron deficiency, kidney, bowel, prostate, H. pylori, coeliac, vitamin D, gout), and chronic-disease screening, alongside three mail-in laboratory tests (Testosterone, Women's Fertility, Diabetes HbA1c) processed by UKAS-accredited partner laboratories to ISO 15189 standards. The company is also the official UK distributor of Acon Biotech's Flowflex COVID-19 rapid antigen test.

Revenue is generated on a one-time purchase basis rather than via subscription: self-test kits retail from £2.99 to £17.99, lab tests are priced at £39.99 each, and an integrated 24/7 GP consultation service booked through DoctorCall is offered from £59 per appointment. Distribution is hybrid — direct e-commerce via a Shopify-hosted storefront (newfoundland.io) with same-day dispatch and £4.99 next-day UK delivery (free above £35), plus retail placement in Tesco supermarkets nationwide, Amazon UK marketplace listings, and an iOS/Android mobile app that supports result tracking, instructional content, and aftercare. Marketing combines press coverage in major UK nationals (The Times, The Telegraph, The Independent, Daily Mail), doctor endorsements (Dr Hilary Jones, Dr Charles Levinson), a symptom-checker quiz, health journal content, organic social, and a StudentBeans student discount programme. The company is privately held by its founders, with Michael Hodnett identified as Director, and operates a small team of 1–10 employees with no institutional funding or revenue disclosed.

Name

Newfoundland Diagnostics

Legal name

Newfoundland Diagnostics Ltd

Website

https://newfoundland.io

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Newfoundland Diagnostics is a UK direct-to-consumer provider of at-home diagnostic self-tests and mail-in lab tests, selling 20+ CE/UKCA-marked lateral flow kits and three lab tests through its own e-commerce site, Tesco, Amazon, and a mobile app.

Ownership category

akta.pro rank

Product category

At-Home Diagnostic Tests

NAICS

Medical and Diagnostic Laboratories (62151), In-Vitro Diagnostic Substance Manufacturing (325413)

SIC

In Vitro & In Vivo Diagnostic Substances (2835), Services-Medical Laboratories (8071)

akta.pro primary industry

Home-Use & OTC Rapid Self-Tests (Consumer POCT kits) (HLAHAOAK)

akta.pro secondary industries

Rapid Antigen/Antibody Lateral Flow Tests (General Platform Category) (HLAHAOAH), Pregnancy, Fertility & Women’s Health Rapid Tests (hCG, ovulation, vaginal infection) (HLAHAOAF), Home Diagnostic & Self-Test OTC Kits (HLAIADAO), Remote Diagnostics & Home Testing Devices (Connected POC/At-Home Diagnostic Readers) (HLAHACAL)

Keywords

• At-home diagnostic tests
• Rapid self-test kits
• Lab testing services
• Health screening products
• Medical device distribution

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. At-home rapid diagnostic test kit sales: One-time purchase of CE/UKCA-marked lateral flow self-test kits sold directly via website, Amazon, and Tesco. Individual tests range from £2.99 (pregnancy) to £17.99 (HIV). Customers pay per test at point of purchase. No subscription model currently apparent.
2. Laboratory testing services: Mail-in lab tests processed by UKAS-accredited third-party laboratories. Customer purchases a sample collection kit, sends a sample, and receives digitally delivered results. Current offerings: Testosterone, Women's Fertility, and Diabetes (HbA1c) at £39.99 each. Standard turnaround 2-3 working days from sample receipt.
3. Doctor consultation appointments: Integrated GP appointment booking service accessible after testing. Appointments available via phone, video, or in-person at £59 per consultation. Available 24/7, 365 days a year. Newfoundland acts as intermediary directing customers to DoctorCall's GP service.
4. Mobile app distribution: Newfoundland app available on iOS App Store and Google Play, providing instructional how-to videos, test result tracking, aftercare guidance, and next-steps recommendations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Newfoundland Diagnostics sells CE/UKCA-marked at-home rapid diagnostic self-test kits (20+ products covering HIV, UTI, STI, fertility, pregnancy, menopause, bowel/prostate/cancer markers, thyroid, cholesterol, diabetes, vitamin D, iron, kidney, stomach ulcer, coeliac, gout, Strep A, COVID-19 and flu) directly to UK consumers via its own e-commerce site, Tesco, Amazon UK, and mobile app. It also offers three mail-in laboratory tests (Testosterone, Women's Fertility, Diabetes HbA1c) processed by UKAS-accredited partner labs, distributes Acon Biotech's Flowflex COVID-19 rapid antigen test, and bundles an integrated 24/7 GP consultation service (£59/visit) via DoctorCall for follow-up after positive results.

Product overview

Newfoundland Diagnostics offers a portfolio of over 20 at-home rapid diagnostic self-test products and three laboratory tests, supported by a doctor consultation service and mobile app. The self-test portfolio includes infectious disease tests (HIV, Strep A, Covid & Flu Combo, UTI, Vaginal Infection), fertility and reproductive health tests (Male Fertility, Pregnancy, Ovulation, Menopause), organ and metabolic health tests (Thyroid, Cholesterol, Diabetes HbA1c, Iron Deficiency, Kidney Health, Bowel Health, Prostate Health, Stomach Ulcer, Coeliac, Gout, Vitamin D), plus distributed Flowflex COVID-19 tests. Laboratory tests for Testosterone, Women's Fertility, and Diabetes are processed by UKAS-accredited partner laboratories with digital result delivery. The offering is complemented by 24/7 GP consultations via phone, video, or in-person appointments, and a mobile app for instructional content and result guidance.

Differentiator

Problem solved

Functional benefit

Brands

• Flowflex: Acon's Flowflex Rapid Antigen Test product line distributed by Newfoundland Diagnostics in the UK.

Products and services

• HIV Test An at-home blood test to detect HIV-1 or HIV-2 antibodies using a finger-prick sample, providing results in 15 minutes with over 99% accuracy, for individual UK consumers seeking discreet screening.
• UTI Test An at-home urine test to detect leukocytes (LEU) and nitrites (NIT) for screening urinary tract infections, with results in 2 minutes and over 99% accuracy.
• Vaginal Infection Test An at-home vaginal swab test to aid diagnosis of common vaginal infections including bacterial vaginosis (BV) and thrush, with results in 1 minute and over 98% accuracy.
• Covid & Flu Combo Test An at-home nasal swab test to detect and differentiate between COVID-19 and influenza, with results in under 15 minutes and over 98% accuracy.
• Bowel Health Test A Faecal Immunochemical Test (FIT) to detect occult (hidden) blood in stool samples as an early indicator of bowel cancer or polyps, with over 99% accuracy.
• Prostate Health Test An at-home blood test measuring prostate-specific antigen (PSA) levels to screen for prostate health issues including prostate cancer, benign prostatic hyperplasia (BPH), and prostatitis, with over 92% accuracy.
• Male Fertility Test An at-home semen analysis test to determine sperm count as an indicator of male fertility, with over 98% accuracy.
• Pregnancy Test A quick urine test to detect the hormone human chorionic gonadotropin (hCG) to determine pregnancy.
• Menopause Test An at-home urine test to detect follicle-stimulating hormone (FSH) levels as an indicator of menopause or perimenopause onset, with over 99% accuracy.
• Ovulation Test An at-home urine test to identify the best time to conceive by detecting a surge in luteinizing hormone (LH), indicating imminent ovulation, with over 99% accuracy and results in 3 minutes.
• Thyroid Test An at-home blood test to detect thyroid stimulating hormone (TSH) as an indicator of an underactive thyroid, with results in 10 minutes and over 98% accuracy.
• Iron Deficiency Test A finger-prick blood test measuring ferritin levels to assess the body's iron stores and diagnose iron deficiency anaemia, with results in 5 minutes and over 95% accuracy.
• Kidney Health Test An at-home urine test to detect increased levels of albumin to identify chronic kidney disease (CKD), with results in 3 minutes and over 98% accuracy.
• Stomach Ulcer Test An at-home stool test to detect helicobacter pylori (H. pylori) bacteria that can cause stomach ulcers and inflammation, with over 97% accuracy.
• Coeliac Test An at-home blood test to screen for coeliac disease, an autoimmune reaction to gluten consumption, with results in 10 minutes, over 90% accuracy, and used in NHS settings.
• Vitamin D Test A blood test measuring vitamin D levels crucial for maintaining healthy bones and supporting the immune system, with clinically tested accuracy.
• Cholesterol Test An at-home finger-prick blood test measuring total cholesterol levels to assess risk of coronary artery disease, heart attacks, and strokes, with over 96% accuracy.
• Strep A Test An at-home throat swab test to detect group A streptococcus bacteria causing strep throat and other infections including scarlet fever, with over 97% accuracy.
• Gout Test An at-home finger-prick blood test to detect high levels of uric acid that cause gout, the most common form of inflammatory arthritis, with over 98% accuracy and results in 2 minutes.
• Diabetes Lab Test (HbA1c) A laboratory test measuring HbA1c (glycated haemoglobin) to provide a reliable picture of average blood sugar levels over 2-3 months for diagnosing and monitoring diabetes.
• Testosterone Lab Test A laboratory testosterone test analyzed by UKAS-accredited laboratories with results delivered digitally.
• Women's Fertility Lab Test A laboratory test for women's fertility assessment analyzed by UKAS-accredited laboratories with results delivered digitally.
• Flowflex Rapid Antigen Test Acon Biotech's Flowflex COVID-19 rapid antigen test distributed by Newfoundland Diagnostics in the UK, using nasal swab with patented nucleocapsid protein detection technology for identifying SARS-CoV-2 variants.
• Doctor Consultation Service A 24/7 doctor consultation service offering phone, video, and in-person GP appointments starting from £59, integrated with Newfoundland's diagnostic testing for same-day GP access following at-home testing.
• Newfoundland Mobile App A mobile application available on iOS and Android providing instructional videos, support, and health advice after receiving test results.

Quantifiable outcome

• Over 100 million tests sold worldwide
• +4 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core, secondary, infrastructure and minor.

• DoctorCallcoreStrategic or Co-development PartnerDoctorCall provides Newfoundland's integrated GP appointment booking service. Customers who receive positive test results can book same-day doctor consultations via phone, video call, or in-person. The service is available 24/7, 365 days a year, with appointments starting from £59. This is a key differentiator enabling Newfoundland to offer a complete 'test-then-consult' pathway.
• Acon Biotech (Flowflex)coreOEM/ Whitelabel/ Licensing PartnerNewfoundland Diagnostics is the official UK distributor of Acon Biotech's Flowflex COVID-19 rapid antigen test. The Flowflex test uses patented nucleocapsid protein detection technology capable of identifying new SARS-CoV-2 strains without accuracy degradation. Each test includes a unique QR code for traceability. Newfoundland markets this through wholesale and direct channels.
• UKAS-accredited laboratory networkcoreTechnology or IntegrationLaboratory testing services are performed by independent third-party laboratories accredited by UKAS to ISO 15189 standards. Newfoundland acts as a facilitator, providing sample collection kits and delivering results via its secure digital portal. Standard turnaround is 2-3 working days from sample receipt.
• TescocoreChannel Partner/ Reseller/ DistributorTesco supermarkets nationwide stock Newfoundland's at-home diagnostic test kits, making them available in the grocery retail environment alongside everyday household items. Products include Bowel Health, Prostate Health, Male Fertility, Cholesterol, Vitamin D, Gout, UTI, Menopause, Strep A, and Covid & Flu Combo.
• Amazon UKsecondaryChannel Partner/ Reseller/ DistributorNewfoundland products are listed on Amazon.co.uk marketplace, expanding digital reach beyond the company's own e-commerce platform. Products listed include Bowel Health, Prostate Health, Male Fertility, Vitamin D, Iron Deficiency, Cholesterol, Coeliac, Stomach Ulcer, Menopause, and HIV tests.
• ShopifyinfrastructureTechnology or IntegrationNewfoundland's e-commerce platform is hosted on Shopify, providing the online store infrastructure including shopping cart functionality, checkout process, fraud prevention, and analytics.
• StudentBeansminorGTM or Marketing PartnerStudent discount partnership via StudentBeans offering reduced prices to verified students, targeting price-sensitive younger consumers.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Forth With Life: UK-based women's-health-focused at-home blood-testing service providing hormone, fertility and wellness panels processed by UKAS-accredited labs. Directly comparable to Newfoundland's women's fertility, thyroid and menopause test categories.
• Thriva: UK-based subscription at-home blood-testing company offering finger-prick tests for hormones, cholesterol, vitamins and organ health, with results reviewed by clinicians. Most directly comparable to Newfoundland's lab-test and self-test portfolio in the UK DTC diagnostics market.
• MyHealthChecked: UK consumer diagnostics brand offering at-home COVID, fertility, wellness and DNA tests via retail and direct channels. Closely comparable to Newfoundland in SKU mix (COVID, fertility), retail distribution model and UK consumer positioning.
• Medichecks: UK at-home blood-testing service providing a broad range of lab-processed health tests (hormones, vitamins, cholesterol, diabetes) delivered via finger-prick sample kits. Overlaps directly with Newfoundland's £39.99 lab-test offering (HbA1c, Testosterone, Women's Fertility).

Emerging players

• Daye: UK women's health brand offering at-home diagnostics (vaginal microbiome, STI screening) and clinician consultations. Comparable to Newfoundland's women's-health segment (vaginal infection, UTI, fertility) and its test-plus-consultation model.
• Zava: UK/European online doctor and testing service offering at-home tests (STI, thyroid, fertility) plus remote GP consultations. Comparable to Newfoundland's combined self-test + DoctorCall consultation model, though broader in scope.
• Hertility Health: UK women's fertility and reproductive-health diagnostics company offering at-home hormone tests with clinician follow-up. Overlaps with Newfoundland's Women's Fertility lab test and ovulation/menopause rapid tests, though more specialised.
• ExSeed Health: UK-based male fertility diagnostics company offering at-home sperm-count tests. Directly comparable to Newfoundland's Male Fertility self-test kit and shares the male-health consumer segment.
• Numan: UK men's health and wellness platform offering at-home blood tests, ED treatment and clinician consultations. Comparable to Newfoundland's men's-health segment (prostate, testosterone, cholesterol) and its integrated GP-consultation pathway.

Broad incumbents

• Let's Get Checked: Ireland-founded global at-home diagnostics platform offering a wider portfolio of sexual health, wellness, fertility and chronic-condition tests across multiple geographies. Comparable in product breadth and lab-test model, though broader in scope and internationally distributed versus Newfoundland's UK-only retail focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/newfoundland-diagnostics
• Instagraminstagram.com/newfoundlanddiagnostics

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Newfoundland Diagnostics