faynutrition.com
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Fay: The $44M Insurance-First Nutrition Play
How a 247-person team is hacking dietetics through insurance networks
Most healthcare startups fail by ignoring the payer. Fay Nutrition flipped the script, building a $44M revenue engine by solving one brutal problem: getting insurance to pay for dietitians. Their secret weapon? Making the bureaucracy work for them, not against them.
"They turned insurance from a barrier into their primary acquisition channel."
The Insurance Moat
Fay's 427K monthly visitors aren't just browsing—they're hunting for in-network providers. The 53% direct traffic is the real story: patients coming back after their first session. At $44.4M revenue with 247 employees, they're generating $180K per employee in a space where that's nearly impossible. The 38K backlinks are mostly from insurance directories and provider networks, creating a search moat no direct-to-consumer competitor can replicate.
The Ozempic Effect
Their top keywords reveal the strategy: 'nutritionist near me that take insurance medicare' (280 volume) and 'i left my ozempic out overnight' (470 volume). They're capturing the GLP-1 revolution at the exact moment patients realize drugs are just the start. While competitors fight over generic 'dietitian' searches, Fay owns the high-intent, insurance-qualified queries. The 'fay' brand search (20K+ volume) shows they've built a destination, not just a directory.
The tech stack tells another story. jQuery, GSAP, Swiper, Tailwind CSS, Bootstrap, Ant Design, DaisyUI—this isn't a cutting-edge AI platform. It's a pragmatic, fast-moving product team shipping features that matter. No complex ML models, just solid engineering that connects patients to providers. The 4.6/5 Trustpilot rating from 129 reviews confirms the product-market fit: when insurance works, patients love it.
- Built a network effect: more providers → more insurance contracts → more patients
- Captured the GLP-1 wave by positioning nutrition as essential follow-up care
- Turned insurance complexity into a competitive moat that DTC startups can't cross
- Scaled to $75M in funding while maintaining 40% organic growth
The Unsexy Healthcare Winner
While everyone chases AI and wellness influencers, Fay is quietly owning the infrastructure that makes nutrition care actually work in America.
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Fay | Find Dietitian Nutritionists Covered by Your Insurance
Find dietitians and nutritionists near you who accept insurance. We'll help you find the right dietitian nutritionist for your needs and make it affordable. Book your session today.
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Fay Nutrition
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Reviews (20)
The Fay app is easy to use and working…
The Fay app is easy to use and working with a registered dietitian has improved my athletic performance tremendously!
Fay is just what I needed
Fay is awesome! It’s super user friendly and I have been meeting with Nadiya Timperman on a weekly basis and she has helped me get a better grasp on the things I’m putting into my body while staying realistic with the crazy day to day schedule of life. My insurance covers the cost too so I’m not out any money. I’m recommending Fay to everyone that could use some extra help on the nutrition side of things.
Amazing!!!
Amazing!!!! Angela Ginn Meadows is the best! She helped me lose 30 pounds!!!
Food freedom😋
The Best!! I am learning to make better choices with food that nourishes my body on a daily basis. Mindful eating, conscious choices and speaking to my Fay dietitian,Susan Nourowzi weekly is changing the way I think about food. I am grateful for this opportunity to heal my body and learn about foods specifically designed for my lifestyle.
My nutritionist is very knowledgeable…
My nutritionist is very knowledgeable and has a great personality. My insurance pays for my sessions in full. The company I deal with is very organized. I enjoy the classes plus I learn alot. Sandy
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About faynutrition.com
Find dietitians and nutritionists near you who accept insurance. We'll help you find the right dietitian nutritionist for your needs and make it affordable. Book your session today.
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faynutrition.com uses 26 technologies across their website including Google Maps, Font Awesome, Webflow, and more.
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Google Maps
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Webflow
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cdnjs, jsDelivr
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AWS CloudFront, Cloudflare
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Osano
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faynutrition.com receives approximately 427.9K monthly visitors and ranks #85,201 globally. The website has a bounce rate of 40% with visitors viewing an average of 5.8 pages per visit. Users spend an average of 5:51 on the site.
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