Personalization is coming to healthcare.
What’s happening: Hims & Hers introduced Labs, a new diagnostics layer offering up to 120 biomarker tests through Quest’s 2K+ sites, expanding the telehealth platform beyond treatments into full-stack preventative care.
Testing at scale. With plans priced at $199–$499 per year, Labs analyzes heart health, metabolism, hormones, inflammation, and stress. Results are integrated directly into the Hims app, where users receive personalized action plans, provider support, and treatment recommendations.
Platform play. With 2.5M subscribers, Hims is leveraging its distribution to negotiate lower testing prices and build a diagnostics engine. As longevity and wearable brands like WHOOP, Oura, and Function expand biomarker testing, Hims is vying to own the testing and the treatment layer — while producing and prescribing its own compounded drugs.
Looking ahead: Expanding into at-home testing, bone and brain health markers, and advanced detection for chronic and life-threatening conditions, Hims plans to turn diagnostics into its next billion-dollar DTC vertical.
