Function & SuppCo offer biometric tests to personalize supplement shopping

US health tracking platform Function recently acquired SuppCo (The Supplement Collective), which offers an app that independently tests the quality of commercial supplements. Function now offers access to SuppCo’s assessments alongside its own health screening service — which includes lab work, imaging, and clinician guidance — enabling consumers to more comprehensively track how specific dietary inputs are shaping their biology. 

SuppCo oversees “Tested by SuppCo,” an independent certification program that anonymously purchases off-the-shelf supplements and verifies their active ingredients through an ISO 17025-accredited laboratory. It does not directly profit from the sale of supplements.

Acknowledging that supplements are “powerful when used correctly,” the companies stress the issue that many consumers are at risk of taking the wrong ones, or an incorrect dose, from untrustworthy sources.

Nutrition Insight meets with Jonathan Swerdlin, CEO and co-founder of Function, and Steve Martocci, CEO and co-founder of SuppCo, to discuss how combining biomarker testing with product ratings changes how consumers choose supplements.

“Supplements are not one-size-fits-all, but that is how most people use them,” Swerdlin tells us. “Supplements often become popular with marketing, trends, or influencer recommendations, which Function and SuppCo changes.”

“Combining biomarker testing with independent product ratings and testing makes the process far more personalized and measurable. Instead of guessing, members can better understand what their body may actually need, identify higher quality products backed by stronger standards, and track how those inputs may be influencing their biology over time.”

Data-driven purchase decisions

SuppCo informs supplement purchases by providing ratings across more than 35,000 products and analyses of more than 500,000 routines. Its platform is designed to help users manage, track, and optimize their vitamin and supplement routines.

SuppCo informs supplement purchases by providing ratings across more than 35,000 products and analyses of more than 500,000 routines.“That starts with data: finding the right nutrients, then matching them to the best products from independent brands based on trust and price. Once a user has their stack, we are here to help them stick to it and refine it as their goals evolve, and the science advances,” says Martocci.

“Joining Function pairs that independence with the one thing that’s always been missing: a more comprehensive view of your biological data to understand how supplements are actually working for you.”

Democratizing access to health scans

Function considers every supplement to be “an input into human biology,” which can move biomarkers, influence physiology, and shape long-term health outcomes.

However, it stresses that most are purchased over-the-counter with little personalization or independent verification. Addressing this, it offers access to extensive lab testing, without needing a traditional doctor’s referral.

“For decades, the public has lacked the tools to know the difference,” says Martocci. “Function offers consumers deeply researched supplement guidance grounded in their actual biology, not in margins, influencers, or population averages.”

Function recently expanded this approach to MRI and CT scans to help consumers understand what is happening inside their body and which inputs may be helping or harming it.

“We are moving toward a future where supplement recommendations become personalized and adaptive,” Swerdlin tells us. “Historically, most recommendations have been static and based on broad population averages. As more people generate longitudinal health data, there is an opportunity to better understand how different inputs may affect different individuals.”

“Recommendations should evolve in tandem with a person’s changing biology over time. That creates a more personalized and measurable approach.”

Market gap for stronger verifications

Martocci stresses the need for stronger quality verification in the industry. “It’s easier than ever to fire up a new brand or product, but it’s harder than ever to break out.”

“Voices are getting louder, trying to generate viral hooks, and then push products when something hits. We’re protecting against that and giving people a place they can actually trust.”

Function integrates MRI and CT scan results into its personalized supplements recommendation service.When SuppCo tested top-selling supplements over seven categories in 2025, it evaluated the products people are buying every day, with many selling thousands of units a month. According to its assessment, roughly half of them failed to meet basic label accuracy standards.

“That tells you everything about why independent verification matters,” says Martocci. “The supplement industry has operated for a long time on the honor system, and the results speak for themselves. People deserve to know what’s actually in the bottle they’re buying, not what the marketing on the front of it says.”

Many supplement recommendation platforms are tied to product sales. Martocci says it’s crucial to separate guidance from commercial incentives.

“We are just as excited for you to stop taking something that isn’t working as we are when you take something new,” he adds. “That’s the whole reason SuppCo exists: to give people guidance they can actually trust. Our Trust Score quality rating system is grounded in independent and transparent data.”

“Our job is to help people figure out what actually works for consumers, exclusively based on the data. Joining Function reinforces that we’re both aligned around the same thing, which is people’s actual health.”

Data-driven personalized nutrition

Swerdlin sees the acquisition as a signal that the supplement industry is becoming increasingly more data-driven and personalized.

“For years, consumers have had to navigate a crowded market with little personalization or transparency. The future will look very different,” he says. “Supplements will become more connected to measurable health data, individual biology, and ongoing outcomes over time.”

He adds that the acquisition reflects Function’s broader vision of building an AI health operating system that brings together labs, imaging, clinician guidance, and daily health inputs into one personalized platform.

“The industry is moving away from broad recommendations and toward a more evidence-based model centered on understanding what may actually be working for each individual.”

Martocci echoes this sentiment: “It’s a big step forward for the category. For years, the industry has talked about personalization without really being able to deliver it. You can’t personalize a supplement stack without an independent view of product quality and a real, ongoing view of what’s actually happening in a person’s body.”

“Together with Function, we can finally answer the question that’s been hanging over this category for decades, which is ‘is this actually working for me?’ That’s the shift we’re building with the Function team, based on real individual data.”

SuppCo investors include Greylock, Union Square Ventures, True Ventures, BoxGroup, and Compound.