True Health Labs

What True Health Labs does

True Health Labs is a private, direct-to-consumer online laboratory testing platform founded in 2010 and headquartered in Atlanta, USA. The company enables individual consumers to order from a catalog of more than 2,500 functional, specialty, and conventional laboratory tests without a physician referral, paying out of pocket (HSA/FSA, PayPal Pay in 4, and Affirm accepted). Test categories span autoimmune (Hashimoto's, Graves', Lupus, RA), thyroid, gastrointestinal, female and male hormones, Lyme disease, allergies, genetic risk, cardiovascular, and toxicology, with prices ranging from approximately $49 to over $1,249 and a typical range of $100-$500 per test.

The platform integrates with eight CLIA- and CAP-certified laboratory partners, including Quest Diagnostics (primary routine testing plus 2,500+ draw center access), Genova Diagnostics, Cyrex Laboratories, Mosaic Diagnostics, Diagnostic Solutions Laboratory, DiagnosTechs, ZRT Laboratory, and IgeneX. Sample collection is supported through a nationwide draw center network, mobile phlebotomy services, and at-home kits for stool, saliva, urine, and dried blood spot specimens. A 2026 beta launch of the "Helix" AI chatbot provides conversational test-selection guidance, and a separate telehealth results review service pairs customers with a functional medicine clinical team (Clinical Director Dr. Brady Hurst, DC; Medical Doctor Dr. Jeff Donohue, MD; and Clinical Team Head Peter Stephenson). Service is restricted in NY, NJ, MA, and RI, with international availability in Canada and Europe.

The business operates on a pure e-commerce, one-time-payment revenue model with no insurance or Medicare billing. Acquisition is driven by SEO-rich educational content around functional medicine categories, an affiliate program of 1,000+ partners, customer review platforms (4.7/5 Google, 4.6/5 ShopperApproved), and the AI chatbot funnel. Infrastructure includes HIPAA-protected data handling, SOC 2 and ISO 27001 server environments, TLS 1.3 encryption, and PCI-DSS Level 1 payment processing with tokenization.

Name

True Health Labs

Website

https://truehealthlabs.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

True Health Labs is a private Atlanta-based direct-to-consumer online platform offering 2,500+ functional, specialty, and conventional laboratory tests without a doctor referral, serving health-conscious individuals across the US, Canada, and Europe.

Ownership category

akta.pro rank

Product category

Direct-to-Consumer Lab Testing Services

NAICS

Medical Laboratories (621511)

SIC

Services-Medical Laboratories (8071), Services-Home Health Care Services (8082)

akta.pro primary industry

At-Home Lab Testing & Diagnostics-Integrated Virtual Care (HLALAAAE)

akta.pro secondary industries

Lab Draws, Specimen Collection & Point-of-Care Testing (In-Home) (HSABACAN), Second Opinion & Expert Medical Review Platforms (HLALADAI)

Keywords

• Direct-to-consumer lab testing
• Online lab tests
• Functional medicine testing
• Blood testing services
• At-home health testing

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Lab Test Sales: One-time payment model for individual laboratory tests. Customers pay upfront at checkout using credit card, HSA/FSA accounts, PayPal Pay in 4, or Affirm financing options. Tests range from routine blood panels to specialized functional medicine tests.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

True Health Labs operates a direct-to-consumer online platform that aggregates access to over 2,500 functional, specialty, and conventional laboratory tests from CLIA- and CAP-certified partner laboratories including Quest Diagnostics, Genova Diagnostics, Cyrex, and others. Customers order tests online without a doctor visit, collect samples via a network of 2,500+ nationwide draw centers, mobile phlebotomy services, or at-home collection kits, and receive digital results through a HIPAA-secure account with optional one-on-one telehealth results review.

Product overview

True Health Labs operates a direct-to-consumer online lab testing platform that offers over 2,500 functional, specialty, and conventional laboratory tests. The core product is an e-commerce platform enabling customers to order tests without a doctor's visit, supported by an AI chatbot called Helix for test selection assistance. The company partners with CLIA- and CAP-certified laboratories including Quest Diagnostics, Genova Diagnostics, Cyrex Laboratories, DiagnosTechs, ZRT Lab, Mosaic Diagnostics, and Diagnostic Solutions Laboratory. Sample collection options include over 2,500 nationwide draw centers, mobile phlebotomy services, and at-home test kits for stool, saliva, urine, and dried blood spot specimens. Results are delivered to a secure HIPAA-compliant account with optional one-on-one telehealth consultations for result interpretation. Test categories span autoimmune conditions (Hashimoto's, Graves' disease, Lupus, Rheumatoid Arthritis), thyroid function, gastrointestinal health, hormones, allergies, Lyme disease, genetics, and cardiovascular health.

Differentiator

Problem solved

Functional benefit

Brands

• Helix: AI-powered lab test recommendation assistant that helps customers find the right lab tests based on their symptoms and health concerns.

Products and services

• Online Lab Testing Platform
• Helix AI Lab Guide
• Complete Thyroid Panel
• GI-MAP Comprehensive Microbiome Stool Test
• MRT Food Sensitivity Test - Advanced
• OAT Organic Acids Test
• MycoTOX Mold Test
• Leaky Gut Home Test Kit
• Telehealth Results Review Service
• Cyrex Lab Tests
• International Lab Testing (Canada and Europe)

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core.

• Quest DiagnosticscoreTechnology or IntegrationPrimary laboratory partner for blood test processing. Quest provides CLIA-certified testing services with nationwide draw center network accessible to True Health Labs customers. Processes routine blood tests, thyroid panels, metabolic panels, and various specialty tests.
• Genova DiagnosticscoreTechnology or IntegrationSpecialty laboratory partner for functional medicine tests including GI-Effects stool panels, hormone tests (ENDO+, EndoSelect), and Adrenocortex Stress Test. CLIA and CAP certified.
• Cyrex LaboratoriescoreTechnology or IntegrationSpecialty autoimmune and food sensitivity testing partner. ProvidesArray tests for gluten sensitivity, cross-reactive foods, celiac disease screens, Alzheimer's-associated immune reactivity, and lymphocyte mapping.
• Mosaic DiagnosticscoreTechnology or IntegrationFormerly Great Plains Laboratory. Provides IgG food allergy testing with Candida & Yeast panels using dried blood spot or serum specimens.
• Diagnostic Solutions LaboratorycoreTechnology or IntegrationProvides advanced Th1 Th2 Th17 Cytokine testing for immune system evaluation and autoimmune condition assessment.
• DiagnosTechscoreTechnology or IntegrationLaboratory partner for adrenal fatigue and stress testing including the Adrenal Fatigue Stress Test Basic using saliva samples.
• ZRT LaboratorycoreTechnology or IntegrationSpecialty laboratory providing Adrenal Stress Profile and other hormone tests using saliva specimens. Available in Canada.
• IgeneXcoreTechnology or IntegrationSpecialty Lyme disease testing laboratory. Offers advanced IgeneX Lyme testing panels including co-infection detection for chronic Lyme disease cases.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ulta Lab Tests: Direct-to-consumer online lab testing marketplace allowing customers to self-order a wide range of routine and specialty blood tests without a doctor visit, with similar draw-center fulfillment — directly comparable business model and customer base to True Health Labs.
• Hone Health: DTC platform offering at-home lab testing combined with clinician consultations for hormone optimization and longevity, primarily targeting men — comparable self-pay, direct-order testing and telehealth results review model.
• HealthCheckUSA: Long-running DTC lab testing service offering self-ordered blood and specialty tests through partner labs and draw sites, with health-screening bundles — directly comparable catalog and self-pay consumer lab ordering model.
• Function Health: Venture-funded DTC lab testing platform offering consumers comprehensive blood testing panels focused on preventive health and longevity, with a membership-based model and integrated results review — directly competes for the same health-conscious consumer that True Health Labs targets.
• Walk-In Lab: Long-standing DTC lab testing platform offering thousands of self-ordered blood and specialty tests through partner labs and draw sites, with self-pay pricing — overlaps closely with True Health Labs in catalog breadth, fulfillment model, and customer segment.
• DirectLabs: Online DTC lab testing service providing consumers direct access to discounted blood tests without physician orders, leveraging partner labs and draw center networks — very similar value proposition and operating model to True Health Labs.
• InsideTracker: DTC blood-testing and biomarker analysis platform focused on longevity and performance, offering at-home kits and personalized insights from lab results — comparable self-pay testing model, results interpretation, and health-conscious consumer targeting.

Emerging players

• Paloma Health: DTC platform focused specifically on thyroid testing and treatment with at-home test kits and physician consultations — competes for the same Hashimoto's/Graves' patient segment with the same at-home collection + telehealth consultation model.

Broad incumbents

• Labcorp OnDemand: The direct-to-consumer arm of Labcorp, one of the two largest US clinical lab networks, offering self-ordered tests with access to Labcorp's nationwide draw center footprint — same DTC ordering model and draw infrastructure but backed by a major incumbent lab.
• Quest Diagnostics (DTC offering): Quest operates its own consumer-facing testing storefront and is also True Health Labs' primary lab and draw-center partner. Comparable as a DTC competitor with deeper lab infrastructure, broader clinical credibility, and larger capital base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TrueHealthLabs

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 True Health Labs