functional-medicine
(4)
Vytal Health Bet Patients Would Pay to Be Heard - Then Built a $300-a-Month Alternative to the 10-Minute Visit
The Milwaukee telehealth practice asks patients to pay outside insurance for time, continuity and deeper testing. Its early obstacle was convincing people that a video visit could still feel human; its sharper 2026 answer is a two-tier membership with unusually clear boundaries.
BodyBio
BodyBio is a family-owned, third-generation supplement company based in Millville, New Jersey that builds health at the cellular level. Founded in 1998 by biochemist Ed Kane, it grew out of a blood-chemistry diagnostics practice into a maker of phospholipid, electrolyte and short-chain fatty acid products - most notably BodyBio PC (phosphatidylcholine) and e-lyte electrolyte concentrate - manufactured in-house and sold to consumers and to a network of more than 35,000 healthcare practitioners.
The Lanby
The Lanby is a membership-based, hospitality-led primary care practice in New York City that reimagines concierge medicine for a modern, prevention-minded patient. Founded in 2021 by breast cancer survivor Chloe Harrouche, it pairs every member with a dedicated care team - a lead physician, wellness advisor, medical assistant, physician associate, and member advocate - to connect the dots across medicine, wellness, and care coordination. For a flat annual fee and no insurance friction, members get unlimited visits, advanced diagnostics with 85+ biomarkers, personalized care plans, and expedited specialist referrals.
Parsley Health
Parsley Health is a functional-medicine telehealth provider founded in 2016 by physician Dr. Robin Berzin. It pairs in-depth diagnostics and biomarker testing with longitudinal, team-based care - doctors plus health coaches - to find and treat the root causes of chronic conditions like gut, autoimmune, hormonal, metabolic and mental-health issues, rather than just managing symptoms. Originally a cash-pay membership model with clinics in New York and Los Angeles, Parsley has shifted to a virtual-first national service and in 2026 became the first functional-medicine provider to accept insurance in-network nationwide, putting its care within reach of roughly 150 million insured Americans.