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Ari Tulla
Company
Elo Health
Location
San Francisco, California, United States
Bio
After years of family health struggles, Ari has dedicated his life to building companies that help people live better. His companies, BetterDoctor, Quest Analytics, and Elo, have helped over a hundred million people gain better access to healthcare.
After years of family health struggles,...
description
Elo is the Smart Nutrition company turning food from the leading cause of disease to medicine by harnessing personalized nutrition, AI, and the power of at-home testing. Elo Smart Nutrition Platform empowers leading health and wellness brands to launch Smart Nutrition products to their millions of engaged customers, helping them live healthier lives.
Elo is the Smart Nutrition company...
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Actionable Takeaways
Cross-sector application thinking is powerful:
Sasha and his co-founder identified how learning methodologies that worked in athletics could apply to military training and beyond. B2B founders should regularly explore how their core technology could create value in adjacent or seemingly unrelated sectors, as the principles that make a solution effective in one domain often translate to others when properly adapted.
Leverage educational institutions' innovation programs:
Sasha and his co-founder identified how learning methodologies that worked in athletics could apply to military training and beyond. B2B founders should regularly explore how their core technology could create value in adjacent or seemingly unrelated sectors, as the principles that make a solution effective in one domain often translate to others when properly adapted.
Traditional marketing doesn't work in non-traditional markets:
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Revenue split strategy between government and commercial:
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Balance innovation with insider knowledge:
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Conversation Highlights
In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Ari Tulla, CEO and Co-Founder of Elo Health, a smart nutrition company pioneering the concept of “food as medicine” through personalized supplements, AI-driven insights, and at-home blood testing. Elo Health is building nutrition products that act as multipliers for medical treatments and lifestyle interventions—where one plus one equals three. After analyzing data from 10,000 users, they’ve evolved from direct-to-consumer personalized supplements into a B2B/B2C platform partnering with fertility clinics, weight loss programs, and wellness brands. Drawing on lessons from pioneering mobile gaming at Nokia and building healthcare companies following personal tragedy, Ari shares the marketing playbook for launching category-defining health products in a market that doesn’t yet know it needs them.
Topics Discussed:
- Building consumer trust for products in categories that don’t yet exist
- Pivoting from D2C blood-test-based personalization to B2B/B2C platform partnershipsÂ
- Leveraging AI to operate a 10-person company doing the work of 40
- Creating supplement products as “companion treatments” for existing medical protocols (IVF, GLP-1 drugs)Â
- Marketing to two distinct demographics: health-awakened 35-40 year-olds and proactive Gen ZÂ
- Navigating healthcare data regulations across markets to enable product innovation
- Using founder story and mission as recruiting tools for talent acquisition from big techÂ
- Transitioning from exclusive blood-test model to accessible Amazon distributionÂ
- Building authentic brands rooted in purpose rather than promotional messaging
