Imaware isn't selling tests directly to consumers—it's building the invisible infrastructure powering corporate health programs. With 33 employees and $7.1M in revenue, they're playing a B2B game where the real scale comes from white-labeling their diagnostic platform to companies hungry for wellness differentiation.

"They're not competing with Everlywell—they're becoming the backend for every wellness program that wants to offer at-home testing."

The traffic data reveals an interesting pattern: 58.5% from 'undefined' countries suggests either tracking issues or a global deployment strategy that's harder to pin down. Their top keywords—'imaware test kit,' 'thyroid hormones post-workout,' 'foods high in ferritin'—show they're capturing both branded searches and high-intent health queries, indicating strong SEO fundamentals despite the modest traffic volume.

• White-label model = higher margins, lower CAC than DTC competitors
• Trustpilot score is a red flag for a B2B2C model where client brands are at stake
• Strong keyword strategy capturing both branded and condition-specific searches
• Leadership team shows recent C-suite turnover (Interim CEO, CFO) which may signal strategic pivots