Function turns MRI into mass-market upsell

Cutting full body MRI from a luxury purchase to a mid tier add on turns Function from a one product lab subscription into a broader cash pay diagnostics platform. At $499, the scan now sits in the same spending range as Function’s annual membership, instead of feeling like a separate $1,495 to $1,500 splurge, which makes imaging a plausible upsell for a much larger slice of its roughly 200,000 subscriber base.

• The key unlock is not just lower price, but lower friction. Ezra’s FDA cleared AI reduced scan time from about 60 minutes to 22 minutes, which makes the product easier to fit into a normal workday and easier to sell as an annual routine, not a one off indulgence.
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• Function already proved middle market demand for out of pocket preventive testing with a $499 yearly blood membership and an estimated $100M revenue run rate by February 2025. Adding MRI lets it sell a second big ticket service to the same customer without moving into prescriptions or insurance billing.
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• This also changes who Function competes with. It is no longer just compared with lab sellers like Everlywell or lower cost blood test vendors, but with full body scan providers and broader consumer health platforms that are trying to own the longitudinal health record across labs, imaging, wearables, and genomics.
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The likely next step is a stacked preventive package where blood tests, imaging, cancer screening, and wearable data all feed one recurring dashboard. If Function keeps using aggressive pricing to pull expensive diagnostics into the mass affluent range, it can grow by increasing spend per member, not just by adding new members.