Fay, a newly launched company, has launched after an initial $25 million funding round, to create a platform in which registered dietitians (RDs) can connect with patients. The unannounced seed round was led by General Catalyst, while another $20 million Series A funding round led by Forerunner brought in additional support from General Catalyst and 1984. Fay is also backed by founders at Grow Therapy and Maven Clinic.
 
With the nation’s largest and fastest-growing network of RDs in all 50 states, Fay will use investments to further accelerate growth and enrich offerings for RDs and their clients. The company aims to integrate with food service delivery platforms, expand insurance coverage, and enhance partnerships with existing employer plans.
 
Fay’s services come at a time when over half of adults struggle with diet-related chronic conditions, with many more in dire need of preventive care, Fay reported. There is a lack of awareness regarding insurance coverage for medical nutrition therapy provided by RDs. Most plans don’t require a diagnosis or a physician referral, and benefits apply to prevention and the management of health conditions. The widespread use of GLP-1 agonists has added to the demand for RDs as many physicians see long-term benefits of sustainable lifestyle changes paired with medications, the company reports.
 
“For too long, access to diet and nutrition care has been gate-kept by prohibitively high costs and inability to access RDs who accept insurance," said Sam “Sammy” Faycurry, founder and CEO of Fay. “Fay was born from the belief that everyone deserves access to expert care, allowing the majority of Americans to have easy and convenient access to life-changing nutrition counseling.”
 
Fay has over 1,000 providers on its platform, and is expected to exceed 2,000 by 2025. Its dietitians cover more than 30 specialties, such as eating disorders, diabetes, kidney disease, weight management, gut health, general preventive care, and more, ensuring individuals can receive tailored care.
 
Co-founders Sammy Faycurry and Mark Stefanski set out to develop a platform that would help individuals address the root cause of health concerns, with food serving as a cornerstone of quality of life and health, the company reported. “With payer’s increasing interest in food as medicine and the increasingly evident link between diet and overall health, there couldn’t be a better time to elevate the role of food in healthcare.”
 
Fay has partnered with health insurance providers including United Healthcare, Aetna CVS, Blue Cross, Anthem, Cigna, Optum, and Humana, with more to be disclosed, improving access to nutrition services for over 100 million Americans.
 
Fay provides its employees with a personal nutritionist and is included in employer health plans at Google and Accenture. Its collaborations with insurance providers and employers ensure that most people receive nutrition education and lifestyle counseling at zero cost.
 
"Dietitians are empowered to build their private practice with Fay’s AI-powered business in a box handling the usual headaches of insurance reimbursements, marketing, and heavy admin tasks. Meanwhile, insurance companies benefit from partnering with high-quality clinicians who are dedicated to improving overall health outcomes,” said Faycurry. “Fay is fostering a new era in healthcare where accessible and effective nutrition care benefits all parties involved.”
 
“Nutrition is a core part of our health assurance thesis given the vast surface area it touches. So many people have broken relationships with food, which can often result in expensive health complications, and nutrition is often a critical component of chronic care management and recovery,” said Holly Maloney, managing director at General Catalyst and Fay Board Member. “Fay has grown rapidly to build a strong value proposition for both dietitians and patients, and we’re excited to continue to support the team as they scale their mission to help people eat better and live longer.”
 
“America is clearly at a critical moment when it comes to nutrition and dietetics across culture, health, and public interest, with mounting research illustrating how weight and nutrition are acutely linked to chronic illness and growing consumer openness to rethink the relationship between food and health,” said Nicole Johnson, partner at Forerunner. “Fay stood out as the company to partner in this space given their remarkable business momentum, product sophistication, and the caliber of the team. Their unique model not just empowers consumers to access registered dietitians at little to no cost through insurance, it empowers an often overlooked, lesser-served sector of healthcare providers to build and expand their businesses on their terms.”