MoreBetter
MoreBetter is a real-world evidence CRO operating the Penzai platform, providing IRB-approved longitudinal clinical research and consumer insights for regulated natural products, tobacco/nicotine, telehealth, compounding pharmacy, and behavioral health companies.
- Company typePrivate
- Founded2016
- HeadquartersHyattsville, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What MoreBetter does
MoreBetter is a real-world evidence (RWE) contract research organization that operates the Penzai platform to generate clinical-grade evidence and consumer insights for companies in regulated industries. Its target verticals span regulated natural products, tobacco/nicotine, telehealth, compounding pharmacy, and behavioral health — sectors where marketing claims, reimbursement submissions, and regulatory positioning increasingly require defensible longitudinal data rather than ad-hoc survey work.
The company's core technology is Penzai, a longitudinal RWE platform built ground-up for IRB-approved clinical research, layered with an Empirical AI capability trained on actual human response data rather than adapted survey-tool models. To date, MoreBetter has run 103 studies across a 25,000+ participant registry, accumulating 56M+ data points and producing 17 peer-reviewed publications since 2018. Offerings are packaged into four programs — Real-World Evidence for Reimbursement, Longitudinal Evidence Studies, Competitive Benchmarking, and Functional Consumer Insights — giving sponsors standardized entry points into the platform.
The business model blends project-based CRO study contracts with a subscription-based Functional Consumer Insights product. HIPAA-compliant infrastructure and IRB-approved protocols serve as the procurement gate for regulated buyers, while the publication pipeline and longitudinal datasets function as compounding credibility assets that increase switching costs over time. Disclosed customers include Nowadays (THC beverages), Slumber (sleep/wellness), and 23rd State, signaling traction across adjacent regulated consumer health categories.
MoreBetter firmographics
Firmographics- Name
- MoreBetter
- Legal name
- MoreBetter
- Website
- https://morebetter.ltd
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MoreBetter is a real-world evidence CRO operating the Penzai platform, providing IRB-approved longitudinal clinical research and consumer insights for regulated natural products, tobacco/nicotine, telehealth, compounding pharmacy, and behavioral health companies.
- Ownership category
- akta.pro rank
Where MoreBetter is headquartered
LocationHeadquarters
- HQ city
- Hyattsville
- HQ country
- United States
- HQ region
- North America
Markets served
MoreBetter business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Longitudinal Evidence Studies: Brand-level longitudinal studies on the Penzai platform. From 30-day consumer studies to multi-year IRB-approved clinical research, the same infrastructure powers all studies. Revenue generated from study design, data collection, and analysis services.
- Functional Consumer Insights Subscription: Six pulse surveys per year to 25,000+ participant panel. Brands shape the questions; participants deliver structurally validated responses that academic and regulatory audiences trust. Annual subscription model.
- Competitive Benchmarking: Real-world data on outcomes, repurchase intent, side effects, and consumer preference measured across longitudinal participants for competitive analysis.
- Real-World Evidence for Reimbursement: Studies designed to generate the five core data domains (baseline, product exposure, outcomes, safety, and substitution) that reimbursement programs require for ACO, EOM, and emerging Medicaid frameworks.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
MoreBetter product offering
Product offeringCore offering
MoreBetter is a contract research organization that runs IRB-approved longitudinal real-world evidence studies on its proprietary Penzai platform for regulated product industries that cannot use traditional clinical trials. It sells brand-level evidence studies, reimbursement-grade RWE studies, competitive benchmarking programs, and an annual subscription consumer insights panel of 25,000+ participants, delivering publication-ready data usable for marketing claims, R&D decisions, peer-reviewed publication, or regulatory submission.
Product overview
MoreBetter is a real-world evidence CRO (Contract Research Organization) for regulated natural products. The company's offering centers on the Penzai platform, which provides IRB-approved study design and publication-ready data for categories where traditional clinical trials don't reach, including tobacco and nicotine, telehealth, compounding pharmacy, behavioral health, and regulated natural products. Four research programs operate on the platform: Real-World Evidence for Reimbursement, Longitudinal Evidence Studies, Competitive Benchmarking, and Functional Consumer Insights (six pulse surveys per year to their 25,000+ participant panel).
Differentiator
Problem solved
Functional benefit
Brands
- Penzai: The real-world evidence infrastructure platform behind every MoreBetter study, designed for longitudinal real-world evidence with daily time-locked data capture, multi-wave panel orchestration, wearables and biomarker-ready capabilities, and HIPAA-compliant infrastructure.
Products and services
- Penzai Platform
- Real-World Evidence for Reimbursement
Quantifiable outcome
- Predictable onset, consistent duration, and repeatable consumer experiences validated through Cohort 2 Real-World Study for THC beverages (23rd State brand)
Companies that use MoreBetter
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
MoreBetter technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
MoreBetter partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
MoreBetter competitors and assessment
Company assessmentEmerging players
- M3 Wake Research: Multi-site clinical research network running phase I–IV trials and real-world evidence studies for consumer health and pharma sponsors. Comparable as a multi-site CRO focused on consumer-relevant research beyond traditional pharma.
- Castor: eClinical platform offering EDC, ePRO, and decentralized trial tools for academic and commercial sponsors. Comparable technology stack for capturing participant-reported outcomes and running longitudinal remote studies.
- Curebase: Decentralized clinical trial software platform enabling sponsor-driven studies in community and home settings. Comparable as a technology-enabled CRO alternative for studies where traditional site networks are impractical.
Direct peers
- Science 37: Decentralized clinical trial operator running patient-centric, longitudinal studies outside traditional sites. Directly comparable operating model for IRB-approved research delivered through technology platforms rather than brick-and-mortar CROs.
- Evidation Health: Real-world health data platform that captures longitudinal consumer health data and produces evidence for health product companies. Closely comparable business model to MoreBetter — both monetize longitudinal participant data to generate evidence for product companies outside the traditional clinical trial pathway.
- Medable: Decentralized clinical trial and real-world evidence platform that enables longitudinal, participant-centric studies with HIPAA-compliant infrastructure. Directly comparable to Penzai's architecture for IRB-approved, multi-wave longitudinal data capture.
- OM1: Real-world evidence and AI company focused on personalized medicine and outcome prediction across therapeutic categories. Comparable because it builds proprietary longitudinal datasets and predictive AI models from real-world patient data.
- TriNetX: Global health research network that aggregates real-world patient data for clinical research and evidence generation. Comparable network-based real-world evidence model serving pharma, biotech, and academic sponsors.
Broad incumbents
- IQVIA: Largest global CRO with a sizable real-world evidence practice spanning longitudinal studies, claims data, and AI analytics. Overlaps with MoreBetter in RWE generation but at vastly greater scale and across all therapeutic categories.
- ICON plc: Global CRO with a dedicated real-world evidence and patient-centered outcomes business post-PRA Health Sciences merger. Comparable end-deliverable (regulatory-grade RWE) but at enterprise scale across pharma and biotech.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MoreBetter social profiles
Digital presenceMoreBetter financial estimates
Financial estimateRevenue estimate
Valuation estimate
MoreBetter leadership team
Management profileNumber of profiles
MoreBetter funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MoreBetter 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 MoreBetter
What does MoreBetter do?
MoreBetter is a contract research organization that runs IRB-approved longitudinal real-world evidence studies on its proprietary Penzai platform for regulated product industries that cannot use traditional clinical trials. It sells brand-level evidence studies, reimbursement-grade RWE studies, competitive benchmarking programs, and an annual subscription consumer insights panel of 25,000+ participants, delivering publication-ready data usable for marketing claims, R&D decisions, peer-reviewed publication, or regulatory submission.
Is MoreBetter a public or private company?
MoreBetter is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MoreBetter founded?
MoreBetter was founded in 2016. It employs 1 to 10 people.
Where is MoreBetter based?
MoreBetter is headquartered in Hyattsville, United States, in the North America region.
How does MoreBetter make money?
Four revenue lines are on record. Longitudinal Evidence Studies are the primary driver. The others are functional Consumer Insights Subscription, competitive Benchmarking and real-World Evidence for Reimbursement.
Who are MoreBetter's main competitors?
Emerging players on record are M3 Wake Research, Castor and Curebase. Direct peers are Science 37, Evidation Health, Medable, OM1 and TriNetX. Broad incumbents are IQVIA and ICON plc.
Does MoreBetter have an API?
No public API is recorded for MoreBetter.