This agreement brings laboratory testing and supplemental testing under one roof, as consumers demand more evidence than promises.
You can go to any pharmacy or open any health app and it’s hard to ignore that there is a supplement for everything. Better sleep. Healthier seniors. Faster focus. Less stress. More energy.
Americans have accepted supplements as part of everyday life, but the industry still operates on a surprising amount of guesswork. Most people really don’t know if the drugs in their cabinet are helping, doing nothing, or in some cases not even doing what they promise on the label.
What is this uncertainty? Function now steps. The health platform announced this week that it has acquired it SuppCoa company focused on helping consumers understand, organize, and monitor their supplement regimens (1). Well-being is slowly moving away from blind optimization and towards measurable accountability.
Function, which built its business on affordable biomarker testing, believes supplements should not exist in a separate universe from the rest of human health data. The idea is simple enough to resonate with almost anyone: if you’re taking something every day for health reasons, don’t you know if it’s really working?
The function began by making comprehensive laboratory testing more accessible to consumers, offering insight into markers related to hormones, inflammation, nutritional levels, heart health and more. Recently, the company has expanded into MRI and CT imaging, positioning itself as part of a growing movement toward preventative health and longevity.
However, there was always a missing piece. Health tracking platforms can tell people what’s going on inside their bodies, but they often don’t understand why certain numbers change. Meanwhile, supplements have exploded into a trillion-dollar culture of powders, capsules, boosters, and wellness “stacks” that many consumers are building with little guidance beyond TikTok stories or podcast ads.
SuppCo is designed to make this landscape less cluttered. Its program allows users to organize an additional regimen while evaluating products through the TrustScore system, which considers factors such as ingredient transparency, manufacturing quality, and third-party testing. The company says it has evaluated more than 35,000 products and analyzed more than 500,000 supplement regimens.
For consumers overwhelmed by the endless choices of goodness, the concept feels like having a food label translator for an extra window.
Importantly, SuppCo does not sell supplements directly. Much of the wellness industry profits from product promotion, which can blur the line between guidance and marketing. The point of SuppCo is that it works more like an independent reviewer than a store. This independence was part of the appeal for Function.
The purchase also comes at a time when trust in supplements is becoming increasingly difficult. Earlier this year, SuppCo was launched Tested by SuppCoan independent certification initiative that buys anonymous supplements off the shelf and tests whether the active ingredients match what the labels say. According to the company, previous testing efforts have shown that nearly half of the top-selling supplements failed to meet basic label accuracy standards.
For an industry that is so closely related to longevity and preventive health, the origin of the land is difficult. Consumers spend billions of dollars each year investing in their future health, but many do so without the rings of trust. It’s a bit like adjusting the thermostat at home without knowing if the temperature gauge is working or not.
The distinction between intention and reason has become one of the defining tensions in contemporary wellness culture.
“Supplements are powerful when used correctly. The problem is that many people are taking the wrong supplements or taking the wrong dosage from sources they don’t trust. For decades, people haven’t had the tools to tell the difference,” said Steve Martocci, co-founder and CEO of SuppCo.
Martocci said SuppCo was created to help users improve their supplement regimens over time as goals change and science changes, a significant shift away from the industry’s typical one-size-fits-all mindset.
The broader significance of the deal may be what it says about where longevity itself is headed. For years, longevity culture has been dominated by extreme routines, expensive interventions, and highly optimized lifestyles as shortcuts to aging. But increasingly, consumers are skeptical of health claims that sound futuristic but lack substantial evidence.
Functionality seems to be taking care of the next phase of longevity being increasingly incorporated into everyday health.
“You are what you put in your body,” said Jonathan Swerdlin, CEO and co-founder of Function. “Nutrition, prescriptions, and supplements are the inputs that shape your biology. SuppCo makes the supplement marketing buzz by building your supplement regimen using scientific rigor.”
The company says the acquisition is part of its larger effort to build what it describes as an “AI health operating system” that will provide labs, imaging, clinical guidance and now additional data.
