On a search to diversify the health tech industry, a startup is working to build an online approach to holistic healing and personal nutrition.
Hologram Sciences founder Ian Brady said he decided to work in health tech after his wife had developed gestational diabetes. Unable to find a personalized nutrition plan to aid his wife’s healing, Brady founded Hologram, an online provider of diagnostics, digital feedback and custom formulated products to aid immunity, gut and brain health.
With $100 million in investment behind it, Hologram is a spinoff from Royal DSM, a Netherlands-based company that focuses on global nutrition, health and sustainable living. Royal DSM is the sole funder of the venture, Brady said.
“Hologram is set up to create multiple brands. You can call it an 'incubator' or 'house of brands.' But our first launch will focus on immunity health (and) will not just provide products but a personal diagnostic and digital coaching as well,” Brady said.
The funding provided by Royal DSM enables Hologram to increase the level of technology it can deploy to provide personalized nutrition plans to consumers.
Brady's past companies have been traditionally venture capital based, but Hologram is the first company that he’s worked on that has one strong source of funding rather than multiple investors providing input on how the company grows.
Brady co-founded and led AVA, a personalized nutrition platform leveraging artificial intelligence and nutrition science that was funded by DCM Ventures, Eric Schmidt (Google/Innovation Endeavors) and Vinod Khosla (Khosla Ventures). AVA was acquired by Royal DSM in 2019.
Hologram Sciences however, is a new company and will use the digital platform (formerly known as AVA) as the basis for its digital experience. To Brady, Hologram consumer-facing products will go far beyond AVA’s digital functionality. Specifically it will integrate consumer diagnostics and best-in-class vitamins and supplements.
“I’m excited because DSM is an amazing partner for us. They’re giving us the flexibility to stay outside and run fast,” said Brady, who also co-owns the Great Marsh Brewery in Essex.
Hologram’s initial plan is to operate as a direct to consumer, however the network of customers in their parent company can allow the potential for bringing some of their custom formulas to in-person markets.
The first brand under Hologram is set to launch within the next two weeks.
“We’re trying to identify what areas around health and wellness can make an impact. Right now immunity nutrition is big because of COVID, but as the world changes we’ll always be evaluating what we can do next that will help people,” Brady said.
Hologram has two offices, one based in Boston and the other in New York.
“What excites me about Boston is that it’s a great place to start a company. We can pull from academia, the mindset around product production is innovative here. Being in Boston allows you to focus on what’s important,” Brady said.
The 20 person company is looking to hire an additional 20-30 full-time workers by the end of the year in marketing, product creation and operational roles.
“I’m trying to bring in a very diverse group of people who are dedicated to changing people's health,” Brady said.
