Grey Matters
Grey Matters is a Florida-based primary care clinic that combines Dr. Dale Bredesen's evidence-based ReCODE protocols with primary care to prevent, treat, and reverse cognitive decline, serving dementia and at-risk patients via three Florida locations and a nationwide Medicare GUIDE program.
- Company typePrivate
- Founded2024
- HeadquartersSarasota, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Grey Matters does
Grey Matters is a Florida-based primary care clinic that combines conventional primary care with Dr. Dale Bredesen's evidence-based ReCODE (Reversal of Cognitive Decline) protocols for the prevention, treatment, and reversal of Alzheimer's disease and other cognitive decline. The company self-identifies as the first primary care clinic in the nation focused solely on cognitive health. Operations are anchored by three in-person Florida clinic locations in Sarasota, Jacksonville, and Ponte Vedra Beach, supplemented by a nationwide Medicare GUIDE program delivered via telehealth, phone, and email to dementia patients and caregivers.
The company's service portfolio comprises three core clinical lines and one add-on. Primary Care Services include prevention, wellness, treatment of common illnesses, and advanced testing (coronary artery calcification scores, MRI volumetric brain analysis, detailed family and health histories). Functional Medicine applies a personalized, root-cause approach based on genetics, lifestyle, environment, and health history, with group programs for reversing hypertension, diabetes, and heart disease. Precision Brain Health combines a full brain-health assessment and cognitive baseline testing with personalized care plans and ongoing monitoring built on the ReCODE protocols. A $300/month Concierge Medicine Membership functions as a premium add-on, providing unlimited visits, 24-hour provider access by phone/text/video/email, and additional screenings not covered by insurance. Underlying technology consists of standard healthcare SaaS: Google Calendar for appointment booking, Wufoo forms for intake, and CharmPHR for patient health record access — no proprietary AI, API surface, or developer integrations are offered.
Grey Matters derives revenue from three streams. Insurance billing covers primary care, functional medicine, and precision brain health consultations across Aetna, BCBS, Cigna, Humana, United, Medicare, and Medicare Advantage (PPO only). The $300/month Concierge Medicine Membership provides recurring consumer revenue layered on top of insurance-billed services. The Medicare GUIDE program delivers care navigation, 24/7 support, caregiver training, and respite services reimbursed by CMS, with no cost to eligible beneficiaries. Marketing is direct-to-consumer through the company website, free 15-minute consultations, Google Calendar booking, and Medicare direct-mail letter outreach to eligible beneficiaries. Ownership is founder-led — Deb Geihsler (CEO), Dr. Dale Bredesen (CSO), and Dr. William Nields (CMO) — with no disclosed institutional investors, funding rounds, or parent company. The company was founded circa 2024 and is actively operating.
Grey Matters firmographics
Firmographics- Name
- Grey Matters
- Legal name
- Grey Matters
- Website
- https://greymattershealth.org
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Grey Matters is a Florida-based primary care clinic that combines Dr. Dale Bredesen's evidence-based ReCODE protocols with primary care to prevent, treat, and reverse cognitive decline, serving dementia and at-risk patients via three Florida locations and a nationwide Medicare GUIDE program.
- Ownership category
- akta.pro rank
Grey Matters industry classification
Industry- Product category
- Cognitive Health Primary Care
- NAICS
- Offices of Physicians (except Mental Health Specialists) (621111)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000)
- akta.pro primary industry
- Integrated Primary Care in Behavioral Health Settings (HLAFAGAM)
- akta.pro secondary industry
- Integrated Behavioral Health in Primary Care (Collaborative Care) (HLAFACAO)
Keywords
Where Grey Matters is headquartered
LocationHeadquarters
- HQ city
- Sarasota
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Grey Matters business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Insurance Billing: Grey Matters accepts major insurance programs including Aetna, BCBS, Cigna, Humana, United, Medicare, and Medicare Advantage (PPO only). Services covered by insurance include primary care, functional medicine, and precision brain health consultations.
- Concierge Medicine Membership: Monthly membership program at $300/month providing unlimited visits with provider, 24-hour access by phone, text, video conference and email, additional screenings and diagnostics not covered by insurance. This is a recurring revenue stream with predictable monthly income.
- Medicare GUIDE Program: Medicare-covered program for people living with dementia providing care navigation, 24/7 access to support line, caregiver training and education, respite services up to $2,500 annually. No-cost benefit to participants, reimbursed by Medicare.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Concierge Medicine membership providing unlimited provider access and personalized care |
| Subscription | Pay-as-you-go | Medicare GUIDE program for dementia patients and caregivers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Grey Matters product offering
Product offeringCore offering
Grey Matters is the first primary care clinic in the nation focused solely on managing cognitive health and preventing cognitive decline. It combines Dr. Dale Bredesen's evidence-based ReCODE protocols with comprehensive primary care and functional medicine, offering precision brain health assessments, advanced diagnostic testing, and personalized treatment plans for the prevention, treatment, and reversal of Alzheimer's disease and dementia.
Product overview
Grey Matters is a healthcare clinic — not a software platform — offering an integrated suite of brain and body health services. The core offering combines Primary Care Services with Functional Medicine and Precision Brain Health, all unified around Dr. Dale Bredesen's evidence-based ReCODE protocols for cognitive decline. The Precision Brain Health program serves as the flagship differentiator, supported by traditional primary care and functional medicine. An optional Concierge Medicine add-on ($300/month) provides unlimited provider access and enhanced preventive care on top of the base programs. The GUIDE Program is a separate Medicare-covered benefit for dementia patients and caregivers, available nationwide. Together, these services form a tiered model: preventive primary care and functional medicine as the foundation, precision brain health as the specialized layer, concierge medicine as the premium tier, and GUIDE as a Medicare-aligned dementia support program.
Differentiator
Problem solved
Functional benefit
Products and services
- GUIDE Program
Companies that use Grey Matters
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Grey Matters technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Grey Matters partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Centers for Medicare & Medicaid Services (CMS)coreGrey Matters participates in the Medicare GUIDE (Guiding an Improved Dementia Experience) Model, a CMS initiative designed to support people living with dementia and their caregivers. Grey Matters provides coordinated dementia support including care navigation, 24/7 support line access, caregiver training, respite services, and community resource connections. The program enables nationwide patient acquisition through Medicare's eligible beneficiary outreach.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Grey Matters competitors and assessment
Company assessmentBroad incumbents
- MDVIP: MDVIP is a national network of concierge-style primary care physicians with membership-based access and advanced preventive screening. It is a broad incumbent peer to Grey Matters' concierge primary care program, offering similar unlimited-access memberships but without the cognitive-health specialty focus.
- One Medical (Amazon One Medical): One Medical (acquired by Amazon) runs a national membership-based primary care platform combining in-person and virtual visits with tech-enabled access. It is a broad incumbent peer to Grey Matters' concierge primary care, with substantially greater scale, geographic reach, and capital resources but without a cognitive-decline specialization.
- Cleveland Clinic Lou Ruvo Center for Brain Health: Cleveland Clinic's Lou Ruvo Center for Brain Health is an established, hospital-affiliated specialty outpatient center for Alzheimer's, dementia, and cognitive disorders. It is a broad incumbent peer — offering overlapping cognitive care within a much larger health system — competing for the same dementia-patient population but without Grey Matters' functional-medicine and primary-care integration.
Emerging players
- Function Health: Function Health offers a membership-based, direct-to-consumer preventive medicine service with advanced lab work and personalized health insights. It is an emerging peer to Grey Matters' functional medicine and concierge offerings, with similar proactive testing and personalized care philosophy but operating via telehealth/national reach rather than physical clinics.
- Fountain Life: Fountain Life operates premium longevity and preventive-medicine clinics that use advanced diagnostics and AI-driven imaging to identify disease risk. It is an emerging peer sharing Grey Matters' convergence of advanced diagnostics, concierge pricing, and proactive health management, but focuses on broader longevity rather than cognitive decline specifically.
Direct peers
- Amen Clinics: Amen Clinics operates a network of brain-health focused clinics using SPECT imaging and proprietary brain assessment protocols to treat conditions including cognitive decline and memory loss. It is a direct peer to Grey Matters as both run specialty outpatient clinics centered on brain health rather than general primary care, and serve self-pay/insured patients seeking cognitive evaluation.
- Parsley Health: Parsley Health runs a national functional-medicine primary care practice with a membership model, advanced diagnostics, and personalized care plans for chronic conditions. It is a direct peer to Grey Matters' functional medicine and concierge offerings, sharing the same root-cause, personalized functional medicine positioning and out-of-pocket membership structure.
- Apollo Health (Bredesen Protocol practitioners): Apollo Health (formerly MPI Cognition) trains and certifies clinicians in the Bredesen ReCODE/Topper protocol stack for cognitive decline reversal. It is a direct peer — and effectively the broader practitioner network around the same protocols that Grey Matters uses — providing training, supplements, and software to clinics offering functional medicine for Alzheimer's, putting the two in close competition for credentialed practitioners and patients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Grey Matters social profiles
Digital presenceGrey Matters financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grey Matters leadership team
Management profileNumber of profiles
Profiles4 records
Grey Matters funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grey Matters M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Grey Matters
What does Grey Matters do?
Grey Matters is the first primary care clinic in the nation focused solely on managing cognitive health and preventing cognitive decline. It combines Dr. Dale Bredesen's evidence-based ReCODE protocols with comprehensive primary care and functional medicine, offering precision brain health assessments, advanced diagnostic testing, and personalized treatment plans for the prevention, treatment, and reversal of Alzheimer's disease and dementia.
Is Grey Matters a public or private company?
Grey Matters is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Grey Matters founded?
Grey Matters was founded in 2024. It employs 11 to 50 people.
Where is Grey Matters based?
Grey Matters is headquartered in Sarasota, United States, in the North America region.
How does Grey Matters make money?
Three revenue lines are on record. Insurance Billing is the primary driver. The others are concierge Medicine Membership and medicare GUIDE Program.
Who are Grey Matters's main competitors?
Broad incumbents on record are MDVIP, One Medical (Amazon One Medical) and Cleveland Clinic Lou Ruvo Center for Brain Health. Emerging players are Function Health and Fountain Life. Direct peers are Amen Clinics, Parsley Health and Apollo Health (Bredesen Protocol practitioners).
Does Grey Matters have an API?
No public API is recorded for Grey Matters.
What industry is Grey Matters in?
Grey Matters's product category is Cognitive Health Primary Care. Its primary akta.pro industry code is HLAFAGAM, Integrated Primary Care in Behavioral Health Settings, with a secondary code of HLAFACAO, Integrated Behavioral Health in Primary Care (Collaborative Care). Its NAICS code is 621111 and its SIC code is 8011.