BetterWay Blood Testing

What BetterWay Blood Testing does

BetterWay Blood Testing is a consumer-facing diagnostic brand operated by Babson Diagnostics, providing fingertip capillary blood collection services at retail pharmacy locations in Austin, Texas. The platform enables individuals to order tests directly online (or via healthcare providers) and visit partner locations — including H-E-B, Peoples RX, Sam's Club, and Babson Diagnostics sites — for sample collection that does not require venipuncture or trained phlebotomists. The catalog comprises 68 individual diagnostic tests organized across categories such as heart, metabolism, kidney, liver, hormones, and nutrition, plus 8 bundled profiles ranging from an $88 Essential Checkup (46 tests) to a $342 Premium Checkup (60 tests); results are returned digitally within 1–2 days.

The underlying technology is a proprietary capillary blood collection method validated for clinical equivalence to traditional venipuncture in peer-reviewed studies published in the Journal of Applied Laboratory Medicine. BetterWay pursues a hybrid go-to-market: direct-to-consumer ordering through betterway.com, a sales-led B2B motion targeting healthcare providers, employers, payers, retailers, and healthcare organizations, and channel partnerships with established retail pharmacies. Tests ordered through a clinician may be eligible for health insurance coverage, while direct orders are FSA/HSA eligible.

Revenue is generated through one-time test purchases (pay-as-you-go) plus transaction-based revenue from retail partnerships. The company is privately held, operates exclusively within Texas as of the most recent disclosures, and has signaled intent to expand to additional geographies. There is no publicly disclosed revenue, headcount, funding, or executive team information in the available source material.

Name

BetterWay Blood Testing

Legal name

Babson Diagnostics

Website

https://betterway.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

BetterWay Blood Testing, a Babson Diagnostics brand, offers fingertip capillary blood collection at Austin retail pharmacies. Consumers order 68+ individual tests or 8 bundled profiles online, visit partner locations for sample collection, and receive results within 1-2 days.

Ownership category

akta.pro rank

NAICS

Medical Laboratories (621511), Medical and Diagnostic Laboratories (62151)

SIC

Services-Medical Laboratories (8071)

akta.pro primary industry

Remote Diagnostics & Point-of-Care (Connected Testing, Home Lab Devices) (HLACAPAK)

akta.pro secondary industries

Remote Diagnostics & Home Testing Devices (Connected POC/At-Home Diagnostic Readers) (HLAHACAL), Clinical Biomarker Testing Services (central labs, trial enrollment/monitoring assays) (HLAAAMAC)

Keywords

• Blood testing services
• Diagnostic lab testing
• Fingertip blood collection
• Health screening panels
• Clinical laboratory services

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct-to-Consumer Test Sales: Individual consumers purchase blood tests directly online at betterway.com and visit participating pharmacy locations for sample collection. Tests are priced individually or as bundled profiles. Eligible for FSA/HSA accounts.
2. Healthcare Provider Channel: Doctors, nurse practitioners, and physician assistants prescribe BetterWay tests to patients. When ordered through a healthcare provider, tests may be eligible for health insurance coverage.
3. Retail Partnership Revenue: Revenue generated through retail partnerships with pharmacies and stores (H-E-B, Peoples RX, Sam's Club) where BetterWay collection services are available, growing store traffic for partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

BetterWay Blood Testing operates a consumer and clinical blood testing service using proprietary capillary fingertip collection technology, allowing individuals to order tests online and visit participating retail pharmacy and clinic locations for sample collection. The service offers 68 individual tests and 8 bundled health profiles (including heart, fitness, weight loss, thyroid, and GLP-1 panels) with lab results delivered in 1-2 days, and supports both direct-to-consumer orders and healthcare provider prescriptions eligible for insurance coverage.

Product overview

BetterWay Blood Testing offers a comprehensive portfolio of fingertip blood testing products and services. The portfolio includes three tiers of checkup profiles (Essential, Standard, and Premium) ranging from 46-60 tests, four specialty health profiles (Heart Health, Weight Loss, Fitness, and GLP-1), a Thyroid Profile, six routine panels (Comprehensive Metabolic Panel, Complete Blood Count, Hepatic Function Panel, Renal Function Panel, Lipid Panel, and Iron Panel), and 68 individual diagnostic tests. All tests use proprietary fingertip collection technology with results delivered in 1-2 days. Tests can be ordered directly by consumers or through healthcare providers, with insurance coverage available for doctor-ordered tests.

Differentiator

Problem solved

Functional benefit

Brands

• Track Like Gabby: A wellness tracking program featuring Olympic athlete Gabby Thomas partnered with BetterWay Blood Testing to promote accessible healthcare and blood testing.

Products and services

• Premium Checkup
• Standard Checkup
• Essential Checkup
• Heart Health Profile
• Weight Loss Profile
• Fitness Profile
• GLP-1 Test Panel
• Thyroid Profile
• Comprehensive Metabolic Panel (CMP)
• Complete Blood Count (CBC)
• Hepatic Function Panel
• Renal Function Panel
• Lipid Panel
• Iron Panel
• Individual Diagnostic Tests

Quantifiable outcome

• Results delivered in 1-2 days after sample collection
• +1 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Gabby ThomasflagshipGTM or Marketing Partner · 1 January 2024Olympic athlete Gabby Thomas serves as brand ambassador for BetterWay Blood Testing through the 'Track Like Gabby' campaign, promoting accessible healthcare and blood testing services. The partnership aims to remove barriers to healthcare access and inspire health-conscious consumers.
• H-E-BcoreChannel Partner/ Reseller/ DistributorH-E-B pharmacy locations in Austin offer BetterWay fingertip blood collection services, providing convenient access for H-E-B customers to receive blood testing at their local pharmacy.
• Peoples RXcoreChannel Partner/ Reseller/ DistributorPeoples RX pharmacy locations in Austin provide BetterWay blood collection services, enabling community access to convenient blood testing.
• Sam's ClubcoreChannel Partner/ Reseller/ DistributorSam's Club locations in Austin offer BetterWay blood collection services as part of their health and wellness offerings, driving member traffic and differentiated services.
• Babson DiagnosticsflagshipStrategic or Co-development PartnerBabson Diagnostics is the parent company and scientific collaborator behind BetterWay Blood Testing. The company develops blood collection technology and manages laboratory processing. All BetterWay collections are overseen by medically trained personnel. Babson Diagnostics has published scientific validation studies in the Journal of Applied Laboratory Medicine.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Quest Diagnostics: National clinical laboratory incumbent with extensive payer contracts, clinician relationships, and consumer-direct ordering options. Competes with BetterWay on breadth, payer coverage, and clinician trust, but lacks BetterWay's retail pharmacy collection convenience.
• Labcorp: National clinical laboratory incumbent with a large patient service center footprint, broad payer coverage, and direct-to-consumer offerings (e.g., Pixel by Labcorp). Represents the established alternative BetterWay must displace via convenience and pricing.
• CVS Health (MinuteClinic): National retail pharmacy and clinic operator with in-store health services. Comparable in leveraging pharmacy footprints for consumer health services, and a potential BetterWay retail partner or competitor depending on strategy.

Emerging players

• WellnessFX: DTC blood testing service offering personalized health insights and bundled panels. Comparable in targeting engaged, wellness-focused consumers with comprehensive panel offerings and digital-first results delivery.
• Thorne Health: Health and wellness brand offering at-home testing kits, supplements, and personalized insights. Comparable in DTC positioning toward health-conscious consumers and bundled testing offerings, but with stronger brand recognition in supplements than diagnostics.

Direct peers

• Ulta Lab Tests: DTC lab testing platform offering direct-order blood tests with results delivered digitally. Closely comparable business model — consumer-initiated testing, online ordering, no physician required — competing on price and convenience in the same segment.
• Walk-In Lab: DTC lab testing marketplace allowing consumers to order their own blood tests online and visit partner labs for collection. Closely comparable by self-directed test ordering without physician order, similar pricing tiers, and broad test menu.
• InsideTracker: DTC blood testing service focused on wellness, performance, and longevity, with bundled panels and personalized recommendations. Comparable in targeting health-conscious and athlete segments (overlapping with BetterWay's Fitness Profile) and in offering results-driven action plans.
• Function Health: Direct-to-consumer preventive blood testing service offering comprehensive panels ordered online with results delivered digitally. Closest competitor by model — DTC ordering, bundled test profiles, and recurring testing — competing directly for the same health-conscious consumer wallet share.
• Everlywell: DTC health testing brand offering a range of at-home sample collection tests including blood-based panels. Comparable in direct-to-consumer ordering, bundled panels, and digital results delivery, though primarily home-collection rather than retail-pharmacy based.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/babsondx
• YouTubeyoutube.com/@BetterWayBloodTesting
• Facebookfacebook.com/betterwaytesting
• LinkedInlinkedin.com/company/babsondx
• Instagraminstagram.com/betterwaytesting

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 BetterWay Blood Testing