Better2Know

What Better2Know does

Better2Know Ltd. is a UK-incorporated private direct-to-consumer health testing intermediary founded in 2008 and headquartered in London, with operational bases across 24 countries. Its core offering is confidential sexual health (STI) testing — including screens for Chlamydia, Gonorrhoea, HIV, Hepatitis, Syphilis, Herpes, HPV and related infections — delivered both via a large third-party clinic referral network (5,000+ affiliated clinics in Australia alone, hundreds in the UK, and material footprints in Canada, Colombia, India, Georgia, and Costa Rica) and via at-home self-sample test kits mailed to accredited partner laboratories. The technology stack is intentionally non-proprietary: sample logistics, accredited lab analysis, and a secure PIN-based online results portal, with 24/7 patient-advisor support delivered via phone, live chat, and email.

The business model is transaction-based rather than subscription-based. Tests and screens are sold individually at pay-as-you-go unit prices ranging from approximately £135 for a single STI or basic wellness test up to £295-£395 for comprehensive screens such as Platinum, Early Detection, or CD3/CD4/CD8 panels. Better2Know captures a margin spread between consumer price and the partner lab/clinic reimbursement, functioning as a marketing, booking, and patient-experience layer rather than a vertically integrated lab operator. The company has horizontally extended beyond STI testing into a Health & Wellness catalog covering Cardiovascular, Diabetes, Cancer Risk, Allergies, Joint Health, Men's and Women's Health, and other general preventive markers, broadening its addressable consumer base beyond post-exposure STI testing.

Customer acquisition is primarily direct and demand-driven: localized country-specific websites, organic search via health-information blog content authored under the Mike Asher byline, country-dedicated 24/7 phone lines, live chat, and earned media features (Financial Times, Independent, Cosmopolitan, HuffPost). The company maintains no disclosed institutional ownership or funding rounds, and is led by CEO, Owner and Chairman Michael Asher alongside founder/director and co-founder Anthea Morris. Operations are private, profitable-looking at a small corporate footprint, and internationally diversified across the UK, Ireland, Spain, Portugal, Poland, Romania, Hungary, Australia, Bahrain, Canada, Colombia, Costa Rica, Georgia, Hong Kong, India, Kenya, Kuwait, Nigeria, Oman, Panama, Peru, Qatar, Saudi Arabia, South Africa, and the UAE.

Name

Better2Know

Legal name

Better2Know Ltd.

Website

https://better2know.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Better2Know is a UK-based private health testing service specializing in confidential STI/sexual health screening, now expanded into general health and wellness diagnostics, serving individual consumers directly across 24 countries via a partner clinic network and home test kits.

Ownership category

akta.pro rank

Product category

Consumer Sexual Health & STI Testing Services

NAICS

Medical and Diagnostic Laboratories (62151)

SIC

Services-Medical Laboratories (8071)

akta.pro primary industry

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

akta.pro secondary industries

Sexual & Pelvic Health Telehealth (STI care, pelvic pain, endometriosis/PCOS support) (HLALAHAJ), Remote Diagnostics & Point-of-Care (Connected Testing, Home Lab Devices) (HLACAPAK)

Keywords

• Sexual health testing
• STI screening services
• Home test kits
• Confidential health diagnostics
• Wellness screening tests

Headquarters

HQ city

Morecambe

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Clinical STI/STD Testing Services: One-time payment for individual tests and screening packages performed at clinic locations. Tests include Chlamydia, Gonorrhoea, HIV, Hepatitis, Syphilis, Herpes, and other STIs. Prices range from £135 to £395 depending on test complexity.
2. Health and Wellness Testing: General health screening tests including cholesterol, diabetes, heart health, anaemia, and other wellness markers available at clinics.
3. Home Test Kits: At-home testing kits allowing customers to collect samples themselves and mail them for laboratory analysis.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Better2Know provides confidential sexual health and STI testing services via in-clinic visits and self-administered home test kits, processed by accredited laboratories, with results delivered through a secure online portal. The company also offers a secondary line of general health and wellness tests (cardiovascular, diabetes, cancer risk, etc.) and pairs testing with 24/7 patient advisor support. Services are sold directly to consumers across 24 countries through country-specific websites, phone lines, and live chat.

Product overview

Better2Know is a health testing service offering two primary product categories: Sexual Health & STI Tests and Health & Wellness Tests. The Sexual Health service includes screening packages such as Full Screen, Peace of Mind Screen, Platinum Screen (the most comprehensive), Complete Screen, Fast Six Screen, and individual tests including HIV 4th Generation Test. The Health & Wellness service covers categories including Cardiovascular Health, Diabetes, Cancer Risk, Allergies, and general health checks. Tests are delivered through two methods: Clinic Testing at hundreds of locations across supported countries, and Home Test Kits for at-home sample collection. The company also provides 24/7 Patient Care Team support and a Secure Online Results Portal for confidential result delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Sexual Health & STI Tests Comprehensive sexual health testing covering STIs such as Chlamydia, Gonorrhoea, Syphilis, HIV, Hepatitis, Herpes, HPV, and other infections, delivered through clinics or home test kits for adult men and women seeking confidential screening.
• Health & Wellness Tests General health and preventive screening covering Allergies, Cancer Risk, Cardiovascular Health, Covid-19, Diabetes, Digestive and Gut Health, Drugs of Abuse, General Health Checks, Infectious Diseases, Joint Health, Men's Health, Reproductive Health, Vitamins and Nutrition, Weight and Metabolic Health, and Women's Health for individuals seeking preventive diagnostics.
• Full Screen Comprehensive STI screening package covering the most important and common sexually transmitted infections, recommended for an overall view of sexual health.
• Platinum Screen Most comprehensive STI screening package, testing for all important and common STIs plus a urine analysis — 10 to 13 different STIs depending on location.
• Peace of Mind Screen Blood and urine screening for Syphilis, Chlamydia, and Gonorrhoea, suitable for testing 14 days after any incident of concern.
• Complete Screen STI screen testing for 7 infections: Chlamydia, Gonorrhoea, Hepatitis B, HIV and p24 Antigen, Mycoplasma, Syphilis, and Ureaplasma; recommended for an overall view of sexual health.
• Fast Six Screen STI panel testing for 6 infections — Chlamydia, Gonorrhoea, Hepatitis B, Hepatitis C, HIV and p24 Antigen, and Syphilis — offering the fastest results among the screening packages.
• Early Detection Screen Screen for HIV, Hepatitis B, and Hepatitis C at the earliest possible time — 10 days after a potential incident — including HIV p24 Antigen.
• Home Test Kit At-home self-collection test kit allowing customers to take samples themselves and mail them to accredited laboratories for analysis, providing a confidential alternative to clinic visits.
• Clinic Testing In-person testing at one of hundreds of clinics across supported countries, with samples collected by trained staff.

Quantifiable outcome

• 4.7 out of 5 customer rating based on 908 reviews

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Everlywell: US-based DTC home testing company offering STI panels and broad wellness tests through online ordering and self-sample collection — directly comparable model in a different geography.
• Numan: UK-based digital health clinic offering STI testing, men's health, and general wellness diagnostics through a DTC telehealth model with home sample collection — directly overlapping with Better2Know's UK STI and wellness offering.
• MyHealthChecked: UK-based provider of at-home DNA and wellness test kits, including sexual health, operating through pharmacy and retail channels — comparable DTC home testing proposition.
• Zava: European online clinic offering at-home STI testing, lab-based diagnostics, and treatment across multiple countries, with a similar pay-as-you-go transactional model to Better2Know.
• LetsGetChecked: Global DTC health testing company offering at-home and in-clinic diagnostics, including a strong STI/sexual health panel, and operating its own accredited labs — directly competing with Better2Know's home test kit and clinic testing model.
• STDcheck.com: US-focused online STI testing service with lab-based and home collection options — a focused direct competitor in the sexual health testing category.
• Superdrug Online Doctor: UK DTC telehealth service providing confidential STI testing kits, sexual health consultations, and treatment, directly competing with Better2Know's UK confidential testing funnel.

Emerging players

• Tuli Health: Niche DTC sexual health testing provider offering home STI kits and clinic appointments in selected markets, with overlap in target customer and product category.
• Thriva: UK-based home blood testing company focused on preventive wellness panels (cholesterol, hormones, vitamins), overlapping with Better2Know's health & wellness testing category.

Broad incumbents

• Babylon Health: Broader UK/global telehealth incumbent providing virtual consultations, prescriptions, and increasingly lab testing — overlapping with Better2Know at the virtual care and lab order layer, though operating at much larger scale across many conditions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Better2Know_ltd
• LinkedInlinkedin.com/company/better2know

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Better2Know