Health optimization platform Lifeforce, based in Santa Monica, raised a $12 million series A funding round led by Santa Monica-based M13 and Peterson Ventures.

Lifeforce creates personalized wellness plans for users based on results from at-home diagnostic blood tests. The company said blood test results are interpreted by Lifeforce clinicians and that wellness programs are structured to address issues such as sleep, energy, libido, physical strength and weight. 

Lifeforce was founded by motivational speaker Tony Robbins, entrepreneur Peter Diamandis and Dugal Bain-Kim, the latter of which is now the chief executive of the company. Lifeforce shares its name with a self-help book about health technology written by Robbins, Diamandis and scientist and entrepreneur Robert Hariri. 

The company was founded in 2021 after being incubated by M13’s in-house venture engine, Launchpad. Backing includes Robbins, Diamandis and professional tennis player Serena Williams.

 “Our primary goal as a company is to help people function and feel, both mentally and physically, at their best,” Bain-Kim said. “By analyzing key biomarkers we’re able to personalize programs and assign functional medical doctors to each member in order to consult and stay on track throughout their health journey.” 

In order to set up a wellness plan, users pay $349 for the initial assessment. Membership then costs $129 per month. Blood tests are done regularly and are performed by registered phlebotomists, who can come to users’ homes. 

More than 40 biomarkers are drawn from the results and the user is then set up with a Lifeforce doctor to set up a personalized wellness plan. The monthly subscription covers clinician meetings every three months to assess progress.

As wellness planning kicks off in popularity, several other companies are creating health advice programs based on blood or saliva testing. Competitors include Massachusetts-based InsideTracker, which curates diet and exercise plans, and Base, a New York company that provides lifestyle and supplement recommendations. Base charges about $500 for two months of testing and $180 for the accompanying “improvement plan,” while InsideTracker costs $659 for each test and its accompanying evaluation and health plan.

“We’ll be using the series A funds in order to accelerate growth and reach new members who may not be currently aware of Lifeforce as a health option,” Bain-Kim said. “There isn’t yet a company that removes all of the friction from proactive and optimized healthcare. Lifeforce offers an all-in-one program that removes confusing and inaccessible steps for consumers.”