Melbourne Functional Medicine

What Melbourne Functional Medicine does

Melbourne Functional Medicine is a founder-owned functional medicine clinic established in 2016 by Jabe Brown in South Melbourne, Victoria. The clinic applies a root-cause, systems-biology clinical framework to individuals with chronic and unresolved health conditions — including autoimmune disorders, thyroid dysfunction, hormonal imbalances, digestive disorders, skin conditions, cardiometabolic disease, fatigue, and unexplained symptoms — as well as to health-optimisation seekers, children and families, and interstate or international patients accessing care via telehealth. The core technology stack consists of a clinical investigation methodology grounded in advanced functional pathology testing through partner laboratories (Precision Analytical/DUTCH, Genova, KBMO, NutriPath, Metametrix, Mosaic Diagnostics, Bioceuticals), supported by a proprietary patient digital dashboard that centralises appointment notes, lab results, and curated resources.

The clinic operates a hybrid practitioner-plus-health-coach care model, with six functional medicine practitioners (each with 10-30+ years of clinical experience and formal functional medicine training) and three HCANZA-accredited health coaches. Two service pathways are offered: a Flexible Care pay-as-you-go pathway with a $347 one-hour or $870 three-hour initial appointment and $227-267 follow-ups, and a packaged Signature Program priced at $4,700 for a 5-month continuous-care engagement with monthly instalment options. Lab tests and practitioner-grade supplements are billed separately, and services are not covered by Medicare, with private health insurance rebates available only where naturopathy cover applies.

The go-to-market is direct-to-consumer: patients self-refer without a GP referral, book through the clinic's own scheduling system, and discover the clinic primarily through organic search, an extensive content library of case studies and condition pages, 140+ 5-star Google reviews, discovery calls, and word-of-mouth. Distribution is purely direct — in-person at the South Melbourne clinic or via telehealth nationally and internationally — with no intermediaries, resellers, or insurance partnerships. The clinic is privately held with no disclosed institutional funding, founder-led, and has accumulated multiple industry awards (Best Functional Medicine Clinic APAC 2025, ATMS Clinic of the Year 2024, among others) across 2021-2026.

Name

Melbourne Functional Medicine

Legal name

Melbourne Functional Medicine

Website

https://mfm.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Melbourne Functional Medicine is a founder-owned functional medicine clinic in South Melbourne delivering root-cause, practitioner-plus-coach care for chronic health conditions, combining advanced functional pathology testing, extended consultations, and telehealth delivery to patients across Australia and internationally.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Initial Consultations: Initial consultation fees charged at time of booking. Two tiers: 1-hour initial appointment or 3-hour deep-dive initial appointment. Flexible care pathway billed per session.
2. Signature Healthcare Program: Optional comprehensive program with 3 or 5 months of continuous coordinated care including uncapped practitioner and coaching sessions, priority support, and personalised resources. Fee is $4,700 for the program with payment plan option.
3. Follow-up Appointments: Ongoing care through 45-minute follow-up consultations with practitioners and coaching sessions, billed per appointment in the flexible care pathway.
4. Laboratory Testing and Supplements: Functional lab test kits and practitioner-grade supplements are charged separately from consultation fees. Tests are sourced from leading international and Australian labs including Precision Analytical (DUTCH), Genova Diagnostics, KBMO, NutriPath, Metametrix, Mosaic Diagnostics, and Bioceuticals for DNA testing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Melbourne Functional Medicine delivers root-cause functional medicine consultations through structured care pathways, offering practitioner-led appointments (initial and follow-up), health coaching, advanced functional pathology testing, and practitioner-grade supplements. Services are delivered in-clinic in Melbourne and via telehealth across Australia, with patient resources and care plans managed through an online patient dashboard.

Product overview

Melbourne Functional Medicine operates as a healthcare clinic offering two primary care pathways: the Signature Program (a comprehensive 5-month structured program combining functional medicine practitioner consultations with dedicated health coaching for deep investigation and behaviour change support) and Flexible Care (appointment-to-appointment consultations for those preferring self-paced care). Both pathways utilize advanced functional pathology testing services through partner laboratories, supported by health coaching and a digital patient dashboard. Consultations are available in-person at the South Melbourne clinic or via telehealth for patients Australia-wide and internationally.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Program Bundled functional medicine care pathway delivered over a defined program length (available in 5-month and 3-month formats), combining practitioner consultations, health coaching, and functional testing for patients seeking guided, end-to-end root-cause care.
• Flexible Care Modular care offering allowing patients to book individual practitioner consultations (1-hour Initial Appointment and 3-hour Initial Appointment), Follow-up Consultations, Health Coaching, and Test Interpretation sessions on an à-la-carte basis.
• Functional Pathology Testing Ordering, interpretation, and follow-up on advanced functional pathology tests used to investigate root causes of chronic health conditions in functional medicine patients.
• Practitioner-Grade Supplements Clinic-supplied range of practitioner-grade nutraceuticals and supplements recommended as part of functional medicine treatment plans and dispensed directly to patients.
• Health Coaching One-on-one health coaching sessions provided by the clinic's health coaches to support patients implementing lifestyle, dietary, and behaviour-change recommendations from their functional medicine practitioner.

Quantifiable outcome

• Thyroid function normalisation: TSH dropped from 5.1 to 2.9; TPO antibodies reduced from 165 to 133 over 4 months
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Parsley Health: US-based direct-to-consumer functional medicine platform combining extended consultations, advanced lab testing, and health coaching - structurally the closest mirror to MFM's practitioner/coach + Signature Program model, albeit at greater scale and venture-backed.
• The UltraWellness Center: Functional medicine clinic founded by Dr Mark Hyman offering root-cause care with advanced testing and integrative support; directly comparable category and patient approach to MFM.
• Root Functional Medicine: Independent functional medicine practice focused on root-cause care for chronic conditions with advanced lab testing; comparable clinic-scale, practitioner-led model to MFM.

Broad incumbents

• Cleveland Clinic Center for Functional Medicine: Established US hospital system that launched one of the first major functional medicine clinics; relevant as a broad incumbent that legitimised and scaled the same category MFM operates in, with more institutional research backing.
• Thorne Health: Vertically integrated supplements, at-home testing, and telehealth functional medicine platform; broader incumbent that overlaps with MFM on testing, supplements, and clinician-led care.

Emerging players

• Function Health: DTC preventive/functional testing platform offering comprehensive biomarker panels and clinician-reviewed results; competes for the health-optimisation segment with a more digital, lower-touch delivery model than MFM.
• InsideTracker: Personalised health analytics platform combining biomarker testing with lifestyle recommendations; comparable to MFM's health-optimisation segment via a more tech-mediated, lower-touch delivery model.

Regional players

• Qi Medicine Acupuncture & Naturopathy: Melbourne-based naturopathic clinic with integrated care and supplement dispensing; the closest Australian geographic competitor with overlapping modality (naturopathy and functional medicine).
• Perth Functional Medicine: Australian functional medicine clinic outside Melbourne offering advanced testing and chronic-condition treatment; useful for mapping potential national rollouts and category maturity outside Victoria.

Others

• Bio-Reset Medical: Adjacent integrative/functional medicine provider of chronic-care protocols; thematically related ecosystem participant in the broader functional medicine services market rather than a direct competitor.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/melbournefxmed
• LinkedInlinkedin.com/company/melbourne-functional-medicine

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 Melbourne Functional Medicine