Hims turns testing into treatment

The important shift is that testing is becoming a lead generator for treatment, not just a standalone wellness product. Hims can use lab data to spot issues, route the customer straight into a telehealth visit, and then sell medication, supplements, and follow up care inside the same app. That is a very different model from Function, which mainly sells interpretation and repeat testing without turning results into prescriptions or ongoing clinical revenue.

• Trybe gave Hims owned lab infrastructure for at home blood draws and broader whole body testing, and Hims said the goal was integrated offerings across nutrition, lifestyle, supplements, and medication. In practice, that means one funnel from sample collection to diagnosis to checkout.
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• Function is scaling a cash pay diagnostics membership, $499 per year for two lab rounds, plus MRI and specialty panel upsells. Its strategy is to be the software and data layer across labs, imaging, wearables, and genomics, while avoiding the extra regulatory and operational work of prescribing treatment.
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• The broader market is moving toward bundled biomarker platforms. Superpower adds messaging with care teams and commerce around wellness products, while Whoop connects Quest panels to continuous wearable data inside its app. The competitive question is no longer who can sell a blood panel, but who can turn biomarker data into a recurring care loop.
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Going forward, consumer diagnostics will split into two lanes. One lane will monetize data and interpretation, where Function is building breadth across tests and imaging. The other will monetize clinical action, where Hims can capture more revenue per user by turning every abnormal result into treatment, refill, and follow up inside the same platform.