Backed with a $100 million investment by DSM, Hologram Sciences will provide a holistic approach to health by combining health diagnostics, digital coaching and personalized nutrition.
Along with nutritional supplements and diagnostics, the company's proprietary digital platform will provide consumers with a personalized experience that includes access to registered dietitians, allowing them to better understand how their lifestyle, nutrition and other factors impact overall health.
"We're thrilled to fund a powerful, data-driven platform that's fused with DSM's capabilities and product resources," said Dimitri de Vreeze, Co-CEO at DSM. "With the help of key experts — including nutritionists, dietitians, scientists and advisors — Hologram Sciences will be taking personalized nutrition to a new level for consumers and DSM's customers."
A personalized process
Jess Graham, CMO of Hologram Sciences, said the company gets personal by leveraging a combination of events, external data, and predictive models to make recommendations across a range of conditions.
“We start by properly assessing customers’ needs, using data points, such as nutrition, sleep, stress, and environmental factors. Our products will also often include an easy-to-use, at-home testing kit to make sure they can establish a baseline for a potential deficit. Based on this test result, they receive personalized recommendations, often including the addition of a vitamin or supplement to their diet, to help achieve their health goals. We also have a network of experienced registered dieticians that can answer questions and support people through their journey, which may include advice on dealing with stress, improving eat habits or adding activity into their lives,” said Graham, who previously served as global head of consumer product marketing for Instagram.
The new health tech company will provide state-of-the-art consumer-facing personalized nutrition solutions that have been clinically proven. As solutions are validated in-market, they will also be made available to DSM customers. Additionally, Hologram will work to incubate products with DSM customers and partners, based on the latest consumer insights.
“Our collaboration with DSM will help bring the best-in-class, clinically tested solutions to personalized nutrition to consumers. Both companies’ complementary capabilities, including diagnostics and tracking, digital recommendations, coaching, and delivery of products will provide an end-to-end personalized nutrition experience. Hologram will be a channel through which DSM, its partners, and customers can rapidly test novel innovations in-market with consumers. Enabling innovation cycles that span weeks and months, rather than years. And, once the solutions have demonstrated they are viable, they may be made available to DSM customers,” said Graham.
Silicon valley expertise
The company combines top Silicon Valley talent, formerly of Uber, Fitbit and Facebook.
Ian Brady, who co-founded US financial services firm SoFi, will lead Hologram Sciences. Brady transitioned from a career in finance to health tech after his wife was diagnosed with gestational diabetes for the third time. In his research to find a personalized nutrition service for his wife and others, he came up empty, prompting this entrepreneur to create one.