Celebrity-backed diagnostics versus concierge care
Superpower
Function is positioning itself as the premium consumer diagnostics brand, not the cheapest blood panel. Its higher price has been justified with faster brand building through Mark Hyman and celebrity investors, then by widening the offer beyond labs into $499 MRI scans after the Ezra acquisition. Superpower, by contrast, uses a cheaper entry point to pull users into a more hands on care layer with concierge support, repeat testing, supplements, and prescriptions.
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Function built scale with a simpler product. Members buy one annual subscription for two Quest based lab rounds, clinician reviewed notes, and optional imaging. That asset light model helped it reach a $100M run rate and roughly 200,000 members by early 2025, with customer acquisition amplified by Mark Hyman, Matt Damon, and Zac Efron.
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The practical difference is workflow. Function mainly sells testing and interpretation, then lets members add MRI and CT scans. Superpower starts at $199 for one 100 plus biomarker panel, then keeps members inside an app with health scores, AI chat, year round concierge support, and a marketplace for follow on products and prescriptions.
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That makes the price gap strategically important. Function can spend more on brand and modality expansion because it limits direct care. Superpower can undercut on entry price, but it carries more service complexity because messaging, consultations, and follow on commerce require more operating work than a mostly testing only model.
Going forward, the category is likely to split into two lanes. One lane looks like Function, a scaled diagnostics membership layered with imaging and AI. The other looks like Superpower, a lower priced front door into continuous guidance and commerce. The winners will be the companies that turn a one time blood draw into an ongoing health habit.