# Thirty Madison

> Thirty Madison is a US virtual specialty-care company behind Keeps, Nurx, and Cove. Its brands combine online clinical assessments, prescription treatment when appropriate, medication delivery, and ongoing support. Founded in 2017, it expanded through new brands and the Nurx merger before narrowing its focus and agreeing to an all-stock acquisition by Remedy Meds in 2025.

- **Founded:** 2017
- **Headquarters:** New York, United States
- **Founders:** Steven Gutentag (Co-founder; former CEO), Demetri Karagas (Co-founder; CEO at the September 2025 acquisition announcement; subsequently departed)
- **Products:** Keeps, Cove, Nurx, Evens, Picnic
- **Notable:** Built Keeps, launched in January 2018, into the initial proof of its specialty-care model., Raised $140 million at a valuation above $1 billion in June 2021., Merged with Nurx in 2022.

## Products & services

- **Keeps** — Men’s hair-loss care, including online clinical assessment, prescription and over-the-counter treatments, delivery, and ongoing support. Launched January 2018.
- **Cove** — Online migraine assessment, preventive and acute prescription options when appropriate, and continuing clinical support. Launched January 2019.
- **Nurx** — Women’s-health telehealth platform offering contraception, dermatology, mental health, weight management, and other services; merged with Thirty Madison in 2022.
- **Evens** — Historical acid-reflux care brand launched in September 2019; absent from the three-brand portfolio described in 2025 acquisition materials.
- **Picnic** — Historical allergy-care brand launched in 2021; company representative told Axios it had not operated since 2023.
- **Facet** — Dermatology brand launched April 2022; stopped providing care and treatment in April 2025, referring visitors to Nurx.

## Achievements

- Built Keeps, launched in January 2018, into the initial proof of its specialty-care model.
- Raised $140 million at a valuation above $1 billion in June 2021.
- Merged with Nurx in 2022.
- Announced a 2023 Pill Club asset purchase intended to support continuity of care for more than 100,000 patients.
- Agreed to an all-stock acquisition valued just above $500 million in September 2025.

## Latest updates

- **2025-04** — Facet stopped providing treatment; its patient site directs visitors to Nurx for dermatology alternatives.
- **2025-04** — Nurx announced a Gifthealth integration for access to Zepbound single-dose vials.
- **2025-09** — Remedy Meds announced an agreement to acquire Thirty Madison in an all-stock transaction valued just above $500 million.
- **2025-10** — Oregon Health Authority approved the Better Life Health / Thirty Madison transaction on October 22.
- **2026-10** — As of the October 2026 research check, a public founder retrospective states that Karagas had wrapped up at Thirty Madison following the sale; the exact departure date was not specified.

## Links

- Website: https://thirtymadison.com/
- LinkedIn: https://www.linkedin.com/company/thirty-madison/
- Twitter/X: https://twitter.com/thirtymadison

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Profile page: https://yespress.io/thirty-madison
Published by YesPress — https://yespress.io
Last updated: 2026-10-25