Lifeforce is a company that empowers adults to take control of their health by combining the data, tools, and expertise to think clearer, feel stronger, and ultimately, live longer. Pulse 2.0 interviewed Lifeforce CEO and co-founder Dugal Bain-Kim to learn more.
Dugal Bain-Kim’s Background
Bain-Kim is an Australian-born technology and healthcare executive with leadership experiences in finance, management consulting, and healthcare technology across three continents. Bain-Kim said:
“I am the co-founder and CEO of Lifeforce, the first clinically integrated health optimization platform on a mission to optimize quality of life and extend lifespan for 5 million people by 2030. Previously, I was Vice President of Operational Excellence for Included Health, a national telehealth company serving over five million members across the United States. I earned an MBA from the University of Cambridge and hold degrees in Finance, American History, and Political Science from the University of Queensland,” said Bain-Kim.
Formation Of Lifeforce
How did the idea for Lifeforce come together? Bain-Kim shared:
“Everyone 35+ experiences changes that threaten the quality and duration of their lives. When my co-founders and I reflected on our health journeys after having children and entering our mid-30s, we were able to identify an opportunity to help people take control of how they want to live in this stage of life. I was fortunate enough to get introduced to Tony Robbins, Peter Diamandis, and my co-founder Joel Jackson through M13 Ventures. After our first meeting, we knew that combining forces and bringing our ideas together would ultimately help us get to where we wanted to be more quickly, and in February of 2022, Lifeforce was born to harness the power of modern science to provide a new definition of midlife for our users.”
Favorite Memory
What has been your favorite memory working for Lifeforce so far? Bain-Kim reflected:
“One of the most memorable moments for me has to be when we started to source member testimonials for the first time. At the end of year one we were able to have some meaningful conversations with Lifeforce members to get some feedback. It was overwhelming to see the positive effect that we were having on people’s lives at the time and this continues to be part of our feedback process.”
Challenges Faced
What are some of the challenges you face in building the company and has the current macroeconomic climate had any effect on the company? Bain-Kim reflected:
“Although the macroeconomic environment is turbulent, more and more people are prioritizing investing in their personal health. Recent surveys indicate that the majority of consumers expect to spend more on health and wellness in the future. Over time, we want to make Lifeforce accessible to even more people by continuing to find ways to offer our services at lower price points.”
Core Products
What are Lifeforce’s core products and features? Bain-Kim explained:
1.) Lifeforce is the future of proactive care. It is the first convenient and comprehensive clinically integrated health optimization platform that empowers people to think clearer, feel stronger, and live longer.
2.) We aim to remove the friction people meet when navigating a convoluted and confusing healthcare landscape by providing a clear and accessible path to optimal health. Many other health programs are expensive, require many touch points, and lack clarity and guidance. Lifeforce offers a single, fully-integrated membership with tools and support that reach far beyond traditional primary care screenings and services.
3.) How Lifeforce is different
a.) Lifeforce is the first platform of its kind that is completely science-backed and clinically driven. The all-in-one platform simplifies and streamlines members’ health ecosystems through convenient at-home testing, comprehensive diagnostics, a single digital portal, expert clinical support, and useful, data-driven health tools delivered directly to members
b.) Simple blood tests delivered straight to members’ homes measure personal baselines for 40+ biomarkers most important to physical, cognitive, sexual, and psychological performance that are often overlooked in routine blood work
c.) Health data is analyzed to curate a personalized plan with clinical insights from medical professionals and physicians
d.) Tailored programs inclusive of specific physical routines, supplement regimen, and body tracking indices
e.) Testing/diagnostics every three months and continuous feedback loop based on personal data
f.) Direct ongoing access to specially trained clinicians and health coaches
Customer Success Story
Upon asking Bain-Kim about a customer success story, he commented:
“Thus far, our member diagnostics have shown that on average 30% of member biomarkers out of optimal range, 1-in-2 have hormone imbalances and 45% have suboptimal hs-CRP (a key marker of heart attack/stroke risk). Within three months with the Lifeforce program, 85% of Lifeforce members improved at least one quality of life measure, 193% increase in DHEA levels which help key hormone production, -25% reduction in hsCRP, a key marker of heart attack/stroke risk.”
Funding/Revenue
Lifeforce raised $12 million in Series A funding in May 2023 in a round co-led by M13 and Peterson Ventures. And the oversubscribed round also includes participation by Ridgeline Ventures, Rosecliff Ventures, and Seaside Ventures.
In terms of revenue, Bain-Kim noted:
“At a fraction of the cost of other offerings, a Lifeforce membership starts at $349 for an initial baseline assessment and $129 per month for membership thereafter.”
Total Addressable Market
What total addressable market (TAM) size is Lifeforce pursuing? Bain-Kim assessed:
“Our core consumers are those in their 30s, 40s, 50s and 60s who are happy with their lives, but are looking to remain active and ageless by optimizing their health for today and tomorrow. They may be super health conscious, but at the minimum they have realized incremental changes to their energy, sleep quality, weight management, or lack of focus that they are hoping to address. Although many bodily changes happen in these age ranges, Lifeforce is for everyone looking to take a more proactive role in their health and understanding of their body.”
“Due to our unique, clinically integrated platform and affordable price points, Lifeforce is well positioned to capture a majority of individuals who prioritize health, from extreme biohackers to those unsure where to start but in search of dedicated guidance from trusted clinical partners.”
“The health & wellness market is expected to reach $7 trillion by 2025.”
“A recent study from McKinsey shows 88% of consumers prioritize personalization as much or more than three years ago”
Future Company Goals
What are some of Lifeforce’s future company goals? Bain-Kim concluded:
“We plan to engage with influential figures in the health & wellness and performance space to help redefine the current societal outlook on what it means to feel healthy and encourage proactive engagement in healthcare journeys.”
“Looking forward, we hope to develop partnerships with healthcare providers, wearable makers, and other industry innovators to further extend the closed loop of actionable and personalized health data and care.”
