What Favor does

Favor is a digital women's telehealth platform that provides online consultations and prescription delivery services focused on reproductive, sexual, mental health, dermatologic, and general wellness care. Per the firmographic record, the company is based in San Francisco and traces its founding to 2014; the detailed source material describes operations consistent with that profile — a 100% online specialty care platform offering more than 150 prescription treatments across birth control, mental health, skincare (including eyelash growth), herpes treatment, menopause care, weight management (including GLP-1 medications), and general primary care concerns. The platform serves over 2 million patients across the United States, subject to geographic restrictions in certain jurisdictions (notably excluding Washington state). Mobile app availability extends the digital channel beyond the web experience.

The company's product is built around a self-serve telehealth intake flow paired with licensed clinician review, prescription issuance, and home delivery of medications. Mental health is supported through an integrated partner ecosystem including Talkspace, Wysa, Moodfit, Headway, Grow Therapy, and Psychology Today, providing therapy referral pathways beyond the company's own prescribing services. The platform operates as a brand within the Thirty Madison portfolio, alongside sister companies Keeps (hair loss) and Cove (migraine), which provides cross-brand patient capture and shared back-office infrastructure.

The business model combines subscription medication pricing (plans starting around $15/month with higher tiers), one-time consultation fees, and recurring medication management fees across the prescription catalog. The go-to-market approach is direct-to-consumer, relying on consumer brand trust (evidenced by 2M+ patients served and 26,000+ reviews averaging above 4.8 stars) rather than enterprise or payer channel partnerships. Revenue concentration is diffuse across individual consumers, with ARPU expansion driven by cross-vertical product additions rather than enterprise anchor contracts.

Name

Favor

Legal name

NURX Inc.

Website

https://heyfavor.com

Company type

Private

Founded year

2014

Operating status

Operating

Short description

Favor is a women's telehealth platform offering online consultations and home-delivery prescriptions for reproductive, sexual, mental health, skincare, weight management, menopause, and primary care needs, serving over 2 million U.S. patients through a direct-to-consumer subscription model as part of Thirty Madison.

Ownership category

akta.pro rank

Product category

Telehealth Services

NAICS

Offices of Physicians (62111)

SIC

Services-Health Services (8000)

akta.pro primary industry

Contraception & Family Planning Telehealth (birth control, counseling, follow-up) (HLALAHAB)

akta.pro secondary industries

Sexual & Pelvic Health Telehealth (STI care, pelvic pain, endometriosis/PCOS support) (HLALAHAJ), Primary Care & General Medicine Virtual Care (HLALAAAA)

Keywords

• Telehealth consultations
• Prescription delivery
• Women's wellness care
• Reproductive health services
• Online medical consultations

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medication Sales: Revenue from prescribing and delivering prescription medications to patients. Medications are billed monthly or quarterly depending on subscription. Insurance accepted for most medications with patients paying copays or discounted cash prices.
2. Mental Health Consultation Fee: One-time $59 initial consultation fee for mental health treatment evaluation and treatment plan creation. Does not bill to insurance.
3. Mental Health Medication Management: Recurring $69 monthly fee for ongoing medication management, including provider check-ins, adjustments, and unlimited messaging with medical team.
4. Herpes Treatment Consultation: $30 consultation fee for herpes treatment evaluation, includes unlimited messaging with medical team for 1 year.
5. Support Fee: $3 flat monthly support fee when orders are processed, covering unlimited access to customer care team and certain processing fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Favor provides digital telehealth consultations and prescription delivery focused on reproductive, sexual, and general wellness care. Patients complete an online medical consultation covering health history and goals, are evaluated by a state-licensed provider, and receive prescribed medications shipped directly to their home with free shipping. The service covers birth control, emergency contraception, menopause care, mental health treatment, weight management, skincare, herpes treatment, and other general health conditions.

Product overview

Nurx is a telehealth platform offering specialty-level care for women at every phase of life through 100% online services with free shipping. The platform provides a comprehensive suite of women's health services organized into clinical categories: sexual/reproductive health (birth control with 50+ options, emergency contraception, herpes treatment), menopause care (HRT), mental health (anxiety, depression, PTSD, OCD, PMDD, SAD, postpartum depression), dermatology (acne, anti-aging, melasma, rosacea, eyelash growth), weight management (GLP-1 injections, oral medications), hair care (women's hair loss, dandruff), and general health (BV, UTIs, yeast infections, vaginitis). The core service model involves online medical consultations, licensed provider prescriptions, and home delivery of medications. The platform also offers mental health CBT resources and partners with Cove for migraine treatment and Talkspace for therapy referrals.

Differentiator

Problem solved

Functional benefit

Products and services

• Telehealth Birth Control Online medical consultation and prescription service offering over 50 types of birth control (pills, patches, rings, shots, hormonal and non-hormonal options) delivered to patients' homes, with affordable pricing with or without insurance.
• Telehealth Emergency Contraception Online prescription of levonorgestrel tablets for pregnancy prevention after unprotected intercourse, with home delivery available.
• Telehealth Menopause Care Personalized menopause hormone therapy (HRT) treatment plans targeting symptoms including hot flashes, mood changes, and sleep issues, delivered via online consultation and home prescription delivery.
• Telehealth Mental Health Treatment Prescription medication treatment for anxiety, depression, PTSD, OCD, PMDD, seasonal affective disorder, and postpartum depression, delivered through online consultation and ongoing provider monitoring with unlimited messaging. Initial consultation $59 and recurring medication management $69 per month.
• Telehealth Weight Management Weight loss treatment program offering GLP-1 injectable medications and prescription oral pills with personalized guidance and progress tracking, available with insurance starting as low as $0.
• Telehealth Skincare Treatments Prescription and over-the-counter skincare treatments for acne, anti-aging, melasma, rosacea, and eyelash growth, prescribed by licensed providers through online consultation.
• Telehealth Herpes Treatment Online diagnosis and prescription of antiviral medication (valacyclovir) for genital herpes and cold sores, with outbreak treatment ($45 for 3-month supply without insurance) and daily prevention options ($75 for 3-month supply), plus a $30 consultation fee that includes unlimited messaging with the medical team for one year.
• Telehealth General Health Treatments Diagnosis and treatment for urinary tract infections, yeast infections, bacterial vaginosis, vaginitis, women's hair loss, and dandruff, available through online consultation with home delivery or local pharmacy pickup.

Quantifiable outcome

• 99% effectiveness when taken exactly as directed for combination birth control
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• CovecoreStrategic or Co-development PartnerPartnership with Cove, an online migraine clinic, to provide migraine diagnosis and treatment. Cove offers medical providers specially trained in diagnosing and treating migraine, home delivery of prescription medications, and ongoing care and support. Nurx refers patients to Cove for headache and migraine services.
• TalkspacecoreGTM or Marketing PartnerPartnership with Talkspace, a leader in virtual therapy for over a decade. Talkspace connects patients with licensed therapists for messaging therapy, scheduled online sessions, or a combination. Nurx refers mental health patients seeking talk therapy to Talkspace. Special offer: $100 off first month with code NURX100.
• WysaminorGTM or Marketing PartnerMental health app partnership offering AI-powered chatbot with evidence-based CBT techniques. Special Nurx offer: 2-week free trial to Wysa Premium Digital.
• MoodfitminorGTM or Marketing PartnerMental health app partnership offering comprehensive CBT tools and mental health practices. Special Nurx offer: Free 2-month subscription with code NURX60.
• HeadwayminorGTM or Marketing PartnerOnline directory of mental health care providers helping patients find therapists in-network with their insurance. Headway has 15,000+ providers for in-person or virtual appointments.
• Grow TherapyminorGTM or Marketing PartnerTechnology-enabled mental health group matching patients with therapists based on specific needs. Offers insurance filtering and out-of-pocket payment options.
• Psychology TodayminorGTM or Marketing PartnerReferral partnership to Psychology Today's directory of vetted mental health professionals for patients seeking in-person or teletherapy providers.
• Thirty MadisoncoreOthersNurx is a company under Thirty Madison, a healthcare company focused on making specialty care accessible. Sister companies include Keeps (hair loss) and Cove (migraines).
• KeepsminorOthersSister company under Thirty Madison focused on hair loss treatment for men. Referenced as part of the Thirty Madison ecosystem of specialty healthcare brands.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Tia: Women's health platform combining virtual and in-person care across primary care, gynecology, and mental health. Comparable in women's health focus but differs by including brick-and-mortar clinics alongside telehealth.
• Alpha Medical: Women's-focused virtual primary care platform offering consultations and prescriptions across reproductive, mental, dermatological, and metabolic health. Comparable by women's health focus and online consultation model.

Direct peers

• The Pill Club: DTC telehealth company focused on birth control prescription and delivery for women. Direct competitor in the reproductive/contraceptive telehealth category with the same online consultation + home delivery model.
• Wisp: Telehealth platform specializing in sexual and reproductive health, including birth control, herpes treatment, UTI, BV, and yeast infection care. Most directly comparable peer in the sexual/reproductive telehealth subcategory with overlap across multiple product lines.
• Lemonaid Health: Online telehealth service offering consultations and prescription delivery across mental health, sexual health, primary care, and chronic conditions. Direct competitor in the DTC online consultation + home delivery model.
• Hims & Hers Health: Public DTC telehealth company (NYSE: HIMS) offering online consultations and prescription delivery across men's and women's health, including sexual health, dermatology, mental health, and weight management. Closest comparable by business model, product breadth, and target patient demographic.
• Ro: Direct-to-consumer telehealth platform offering online consultations and prescription delivery across men's health, women's health, fertility, dermatology, and weight management. Comparable across online consultation model, multi-category approach, and home delivery pharmacy fulfillment.

Broad incumbents

• Maven Clinic: Virtual women's and family health platform offering care across fertility, maternity, postpartum, pediatrics, and mental health. Comparable target demographic but primarily B2B (employer-sponsored) rather than direct-to-consumer.
• Thirty Madison (Keeps, Cove): Parent company operating Keeps (men's hair loss) and Cove (migraines) alongside the subject platform. Direct sister-brand comparables within the same multi-brand specialty care holding structure.

Others

• Talkspace: Online therapy platform partnering with the subject company for mental health referrals. Adjacent service provider in the broader digital health ecosystem with overlapping mental health offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/nurxapp
• LinkedInlinkedin.com/company/favor

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Favor