From DTC Brands to Venture Studio: Kilo’s Strategic Evolution
In 2013, Kilo Health emerged as a direct-to-consumer health brand, quickly scaling to 10 million users. By 2024, it had transformed into a €234M revenue-generating venture studio, rebranded simply as Kilo. This shift reflects a broader strategy: co-founding startups across longevity, wellness, beauty, and travel while maintaining its core healthtech expertise.
Why the Rebrand?
CEO Žygimantas Surintas explains the rebrand as a move to clarify Kilo’s identity. “We wanted one clear answer to who we are,” he says. The new brand positions Kilo as a “high-velocity venture studio,” leveraging its existing infrastructure to launch and scale businesses rapidly.
Kilo’s Venture Studio Model
Kilo’s venture strategy centers on speed and expertise. Its Kiloverse ecosystem provides founders with marketing, tech, and R&D support. Investment ranges from €50,000 to €10 million, with a focus on startups that align with Kilo’s healthtech mission.
- Speed: Rapid MVP development and scaling
- Expertise: Access to nutritionists, legal teams, and compliance specialists
- Portfolio: Brands like Moérie, Pulsetto, and Bioma now serve 10 million users
Market Focus: Precision Over Breadth
Kilo targets mid-market consumers in health, wellness, and beauty. Surintas emphasizes specificity: “We’re not going broad. Our data tells us what mature customers want.” This approach ensures products align with existing customer needs, reducing market risk.
Healthtech’s Future: Execution Over Copy-Paste
In a competitive space, Kilo prioritizes execution. “Copy-paste doesn’t win,” Surintas notes. The company avoids manufacturing, instead partnering with U.S.-based producers to maintain compliance and scalability. This strategy allows Kilo to focus on innovation while adhering to regulatory standards.
Europe’s Potential and the U.S. First Rule
While Europe is a key growth market, Kilo launches U.S.-first. “Europe is fragmented. The U.S. is one market,” Surintas explains. This approach ensures speed and clarity, even as the company eyes European expansion.
Why Kilo’s Model Works for Healthtech
Kilo’s success lies in its ability to balance speed, science, and data. By avoiding “obvious winners” and focusing on synergies, it creates defensible, scalable businesses. For healthtech startups, this model offers a blueprint for growth in a rapidly evolving industry.
Call to Action
Explore Kilo’s portfolio or learn how its venture studio can accelerate your healthtech startup. Contact Kilo to discuss partnership opportunities.
