GenWell

About the offering

GenWell is building a trusted health discovery, care navigation, and conversion platform for women's health—combining personalized health discovery, care navigation, and social commerce into one experience designed for accuracy, trust, and real outcomes rather than engagement metrics. The Problem Healthcare in the U.S. has become such a poor experience for women that many have been forced to build their own health ecosystems online. They search, learn, and navigate care through social media and community platforms because traditional healthcare is slow, fragmented, inaccessible, and often under-specialized in women's health. This shift created the health and wellness "medfluencer" economy, where short-form video and creator-led education humanized health and made complex topics relatable. But these platforms were built for attention, engagement, and advertising—not accuracy, trust, or outcomes. Online, anyone can sound credible, misinformation spreads faster than care, and women waste time and money on scam products and low-value solutions, often delaying or avoiding real treatment. A System That Fails Both Sides On the demand side, women are searching with real intent and spending heavily out-of-pocket but aren't finding credible guidance, clear next steps, or real paths to care. On the supply side, credible medfluencers, clinicians, and legitimate health brands are active online but invisible at the moment of health intent. They face rising customer acquisition costs on Meta and TikTok, low-intent followers, poor conversion, and low retention. A following no longer equals outcomes—attention has saturated, but trust and conversion have not. The Solution GenWell harnesses the power of the medfluencer economy but redesigns the incentives so women move from search and discovery to real downstream care, bookings, and vetted purchases. The platform is not a social media platform, content company, or just an AI chatbot—it's building the infrastructure layer that turns modern health discovery into real care and revenue by prioritizing trust over engagement, optimizing for bookings and purchases rather than views, and equipping supply with tools, data, and distribution that actually convert. Gen: AI Health Navigator At the core of GenWell is Gen, an AI health navigator embedded across the entire journey. Gen guides users from health questions to next best actions, personalizes discovery across content, services, and commerce, and learns across life stages rather than single sessions. Because GenWell owns the full journey, Gen captures proprietary data that doesn't exist elsewhere: health search and intent, engagement tied to credibility, bookings/purchases/follow-through, and longitudinal outcome and retention signals. Trust & Moderation Trust is GenWell's moat. Current approach includes application-only onboarding for supply, account-level verification and credential checks, in-house review and zero-tolerance standards. As the platform scales, it will add AI moderation at the post level, human review downstream, and ranking decisions driven by outcomes rather than engagement. Go-To-Market Strategy GenWell starts with health organization distribution partnerships, initially focusing on underserved and rural communities where health systems and community organizations are desperate for trusted, between-visit resources they can confidently place in patients' hands. This approach builds trust from day one, avoids early paid acquisition traps, and makes GenWell default behavior rather than "just another app." From there, the company layers in community-driven growth, supply-led referral loops, and social sharing on top of a trusted foundation. Business Model GenWell is a two-sided platform where monetization is aligned with outcomes. Revenue comes from supply subscriptions (tools, analytics, growth features), marketplace transaction revenue (bookings and purchases), and advertising later—gated by strict trust and outcome requirements. Subscriptions turn on as soon as they deliver clear value, likely in year two, ensuring monetization strengthens the ecosystem rather than distorting it. Traction The company is backed by Johns Hopkins Medicine and Sibley Hospital through the Ward Infinity accelerator. Additional traction includes 500+ organic demand waitlist, 200+ user interviews completed, 400+ top-tier medfluencer profiles identified and confirmed for private beta, 150 vetted supply partners opted in pre-launch, 51,000 pieces of medical-grade medfluencer content acquired to tune AI models, and MVP built in 2.5 months. All traction has been driven by pull, not paid growth. Market Opportunity Women control the majority of health and wellness decisions and spending. Using a bottoms-up approach: TAM is approximately $250-300B+ in women's health spend influenced by discovery, SAM is approximately $80-100B in hormone, fertility, maternity, and chronic care discovery, and SOM (5-7 years) is approximately $25-40M ARR (less than 0.1% of TAM). Team Founder and CEO Eris Hanson-Cooper has a pre-med background with 9+ years in digital health and marketplaces. She built eligibility and claims infrastructure at Rally, Optum, and UHC, led a 0→1 marketplace at Optum that reached $315M ARR in year one, and served as product leader at Zaya Care and Carrot Fertility. She founded GenWell after personal experience navigating chronic illness. CTO Mark Zepeda is a 2× startup CTO with 15+ years of 0→1 engineering experience, former CTO at Rosy Wellness with deep experience in health content feeds, search behavior, data, and safety. The team is supported by advisors across women's health, clinical medicine, AI/ML, data science, media, and regulatory domains.

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