Fay Raises $50M to Transform Personalized Nutrition

Fay, a digital nutritional therapy startup, has announced a $50 million Series B funding round, growing its mission to reshape the way people think and feel about food.

Led by Goldman Sachs and backed by General Catalyst and Forerunner, this investment places Fay at a $500 million valuation, underscoring its rapid growth and impact in the healthcare industry.

About Fay

Founded in 2022, Fay is innovating the way people access nutrition counseling by connecting individuals with insurance-covered Registered Dietitians (RDs).

With over 2,300 providers in its rapidly growing network, Fay’s AI-powered platform streamlines administrative burdens, enabling dietitians to focus on personalized, high-quality care.

Through strategic partnerships with major insurers, Fay has made it possible for over 200 million Americans to receive expert nutrition support with minimal cost.

This latest funding round brings Fay’s total capital raised to $75 million, following a $25 million Series A in 2024.

With an expanding network of over 2,300 Registered Dietitians (RDs) providing AI-enhanced care, Fay has positioned itself as the largest and fastest-growing provider of personalized nutrition counseling in the U.S.

Scaling AI-Driven Nutrition Care with Insurance Coverage

Fay is on a mission to democratize access to expert nutrition counseling by integrating with leading healthcare payors, including United Healthcare, Aetna CVS, Blue Cross, Anthem, Cigna, Optum, and Humana.

With these partnerships, more than 200 million Americans can now access professional dietitian services with little to no out-of-pocket costs.

Through its platform, Fay provides dietitians with automated tools for scheduling, insurance claims, and patient management, allowing them to focus on delivering personalized, high-quality care.

"Our AI-driven platform gives dietitians ‘superpowers’ by streamlining administrative tasks, allowing them to focus on providing intimate and thoughtful care," says Sammy Faycurry, Co-Founder and CEO of Fay. "By analyzing vast amounts of data, we help dietitians craft customized nutrition plans, supplement recommendations, hyper-curated shopping lists, and lab analyses to drive proactive health initiatives for both employers and insurers."

Tackling America’s Diet-Related Health Crisis with Preventative Care

With more than 50% of U.S. adults suffering from diet-related chronic conditions, Fay aims to shift healthcare from reactive treatment to preventative care.

"Nutrition is a cornerstone of healthcare, yet it is often neglected until it’s too late," says Chase Williams, Investor at Goldman Sachs. "The U.S. healthcare system is moving toward value-based care, and Fay is uniquely positioned to lead this transition by equipping dietitians with AI-driven tools to provide proactive nutrition care. We are thrilled to support Fay’s mission to make high-quality, insurance-covered nutrition care more accessible."

Expanding Reach with Major Employers and Payor Partnerships

Fay’s insurance-backed nutrition services are gaining momentum among top U.S. employers, including Amazon, Microsoft, and Pepsi. By partnering with these companies, Fay ensures that employees have affordable access to expert dietitian support, covered through their insurance plans.

"Fay is not only transforming dietitian care but also making personalized nutrition accessible to millions," says Faycurry. "With this new investment, we will continue to innovate, scale our offerings, and empower dietitians to build thriving, independent practices."

What’s Next for Fay?

With its fresh influx of funding, Fay plans to:

✅ Expand its AI-driven provider platform to further enhance automation for dietitians.
✅ Grow its nationwide network of registered dietitians to meet increasing demand.
✅ Enhance employer and insurer partnerships to scale preventive nutrition care.
✅ Develop new patient-centric features, such as AI-powered meal planning and predictive health analytics.