The people want proactive health.
Out-of-pocket. A Forerunner report examined consumer interest in preventative services and their willingness to pay a premium.
- 67% would pay for early cancer detection.
- 59% are open to covering full-body scans.
- 66% say they’d fund comprehensive bloodwork.
Untapped. The data also reveals a key insight: stated interest underestimates spending intent.
Despite just 14% expressing interest in hormone replacement therapy, 62% would pay out-of-pocket, a 48-point gap signaling untapped potential.
Emergent. As topics like longevity and microplastics go mainstream, consumers are taking health into their own hands, unlocking new opportunities for healthspan-optimizing services.
In Q1’25, funding for preventative diagnostic companies surged, with Neko Health ($260M), Prenuvo ($120M), Nucleus Genomics ($14M), and others cashing in.
Democratizing lab tests, Function’s $499/year membership attracted a 200K-person waitlist. Competing, incumbent Everlywell priced its similar subscription $100 lower, and upstart Mito Health recently raised funds.
Signaling what’s next, MoldCo expanded mold toxicity biomarker testing to 47 states, while Clarify Clinics is advancing “subtractive medicine” through microscopic removal treatment.
Punchline: When health is at stake, consumers will spend proactively. Companies that understand this shift will capture surging demand for preventative solutions traditional healthcare overlooks.
