Health Loft

What Health Loft does

Health Loft is a direct-to-consumer telehealth platform that connects individual patients with registered dietitians for virtual nutrition counseling. Founded in 2019 and headquartered in Chicago, the company operates an all-virtual model with licensed dietitians available in all 50 US states, delivering care across 100+ clinical conditions including eating disorders, autoimmune disease, diabetes, GI issues, oncology nutrition, sports nutrition, weight management, and women's health. The core technology stack is built on HIPAA-compliant Zoom for video sessions and GetHealthie for secure patient onboarding, account management, and appointment booking.

The business model centers on insurance-billed recurring nutrition counseling sessions. Health Loft is in-network with over 100 commercial insurance plans including Aetna, Blue Cross Blue Shield, Anthem, Cigna, United Healthcare, UMR, and Medicare, with the company handling all insurance verification and billing on behalf of patients. Most clients are covered at 100% or pay only a small copay, reducing patient acquisition friction. Self-pay options, payment plans, packaged service discounts, and HSA/FSA payments serve as a secondary revenue stream for uninsured patients. Customer acquisition runs through content marketing (condition-specific blog content), SEO, and organic social channels across Facebook, X, Instagram, and LinkedIn, with Meta Pixel installed for paid acquisition infrastructure.

The company operates as Health Loft, PLLC under Illinois law, with 11-50 employees. It is privately held with no disclosed external funding, suggesting bootstrapped or founder-financed operations. No revenue, headcount growth, or AI/ML capabilities are publicly disclosed. The company has accumulated over 10,000 customer reviews at a 4.94/5 average rating and reports clinical outcomes including blood pressure reduction (-2.91 mmHg), cholesterol reduction (+11%), and blood sugar reduction (+22%).

Name

Health Loft

Legal name

Health Loft, PLLC

Website

https://healthloftco.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Health Loft is a Chicago-based telehealth platform that connects individual patients in all 50 US states with registered dietitians for virtual nutrition counseling, accepting 100+ insurance plans and covering 100+ clinical conditions via HIPAA-compliant video.

Ownership category

akta.pro rank

Product category

Telehealth Nutrition Services

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Health Services (8000)

akta.pro industry

PRIMARYHLALAAAA

Primary Care & General Medicine Virtual Care

Healthcare & Life Sciences/Telehealth Platforms/Direct-to-Consumer Virtual Care Platforms

SECONDARYHSADAFAE

Medical Nutrition Therapy (Registered Dietitian)

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

Keywords

• Telehealth nutrition counseling
• Registered dietitian services
• Insurance-covered nutrition
• Virtual dietitian appointments
• Medical nutrition therapy

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance-Billed Nutrition Counseling: Health Loft serves as an in-network provider for most major commercial insurance plans including Blue Cross Blue Shield, Anthem, United Healthcare, UMR, Aetna, Medicare, and Cigna. The company handles all insurance billing on behalf of patients. Most clients are covered at 100% or with a small copay/coinsurance. This represents the primary revenue stream.
2. Self-Pay Services: For clients without insurance coverage or whose plans do not cover nutrition services, Health Loft offers self-pay options, payment plans, and discounts for packaged services. HSA and FSA payments are also accepted.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Health Loft operates a direct-to-consumer telehealth platform that pairs individuals with Registered Dietitians for virtual nutrition counseling sessions. The company handles insurance verification and billing on behalf of clients, accepts over 100 insurance plans, and delivers care via a HIPAA-compliant Zoom platform with dietitians licensed in every U.S. state. It also offers self-pay and HSA/FSA options for uninsured clients.

Product overview

Health Loft offers a unified telehealth nutrition counseling platform centered on virtual appointments with Registered Dietitians. The core offering is Online Nutrition Counseling, delivered via a HIPAA-compliant virtual telehealth platform. An Insurance Verification Service handles billing and coverage verification. The platform covers 100+ health conditions including eating disorders, food allergies, GI health, heart health, sports nutrition, weight loss, and women's health, with dietitians available in every U.S. state.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Nutrition Counseling Virtual telehealth sessions with Registered Dietitians for personalized nutrition counseling, including comprehensive nutritional assessment, personalized nutrition plans, ongoing support, and progress monitoring. Delivered via HIPAA-compliant video platform and typically billed through the patient's insurance.
• Insurance Verification Service Standalone insurance verification service where Health Loft verifies a prospective client's insurance coverage for nutrition counseling and handles insurance billing on their behalf. Customers access this via the dedicated 'Am I covered?' page prior to booking.
• Find a Dietitian Matching Service Dietitian matching service that pairs prospective patients with Registered Dietitians based on specific health interests and goals, with dietitians available in every U.S. state. Patients can self-select from the directory and book through the company's booking platform.

Quantifiable outcome

• Most clients covered at 100% or with small co-pay
• +4 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• GetHealthiecoreTechnology or IntegrationGetHealthie provides the secure booking and patient management platform used by Health Loft. Patients log in through secure.gethealthie.com/go/healthloftnutrition to access their accounts and appointments.
• Zoom (HIPAA Compliant)coreTechnology or IntegrationHealth Loft conducts virtual appointments via a HIPAA-compliant Zoom platform, enabling secure video consultations between dietitians and patients.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Zaya Care: Telehealth platform offering nutrition counseling and other specialty services with insurance billing. Comparable DTC virtual care model targeting similar patient demographics.
• Nourish: Direct-to-consumer telehealth platform connecting patients with registered dietitians covered by insurance. Operates nearly identical model to Health Loft with similar nationwide reach and insurance-billing focus.
• Fay Nutrition: Insurance-covered online nutrition counseling service matching patients with registered dietitians. Closely comparable virtual model, condition breadth, and insurance-network GTM.
• Dietitian Live: Online platform providing access to registered dietitians via virtual appointments with insurance coverage support. Direct competitor in virtual RD services.

Broad incumbents

• Hims & Hers Health: Large telehealth platform offering multiple specialties including weight management. Broad incumbent in virtual care with overlapping customer base and similar GTM, though not RD-focused.
• Teladoc Health: Major telehealth incumbent offering virtual primary and specialty care, including nutrition. Overlaps broadly in virtual care delivery and insurance billing but is much larger and diversified.
• Noom: Large-scale digital weight management platform using coaches and behavioral science. Overlaps with Health Loft in weight management but uses coaches rather than licensed RDs and a self-pay subscription model.
• WW (Weight Watchers): Established weight management and wellness brand offering digital and in-person programs. Overlaps in weight loss nutrition but operates a different (subscription/self-pay) model.

Emerging players

• Wellory: Personalized nutrition platform connecting users with registered dietitians, often through employer benefits. Comparable RD-led model with growing insurance and employer partnerships.
• Viome: Personalized nutrition company combining gut microbiome testing with AI-driven dietary recommendations. Adjacent in personalized nutrition but uses a self-pay/consumer product model rather than insurance-billed RD services.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/healthloftco
• Facebookfacebook.com/healthloftco
• LinkedInlinkedin.com/company/health-loft
• Instagraminstagram.com/healthloftco

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Health Loft