Cedric Lee founds the company in Singapore after his own gluten-sensitivity discovery — realising generic wellness advice doesn't work when biology is personal.

A year of hard learning — we pivoted three times before the model clicked. Marketplace Alpha goes live with 100+ early users, and we launch our first B2B solutions to take DNA-led wellness from consumer experiment into real revenue.

Selected into Microsoft and NUS's AI acceleration programme — an early external signal that DNA-led wellness is a real category. Choo Ee Ting joins as co-founder after 18 months working side by side.

After three years of bootstrapped growth, we close a US$750K pre-seed round to expand the team and onboard vendor partners. Selected by Meta to implement Llama AI, and venture into Silicon Valley to test the U.S. market.

Coaches, nutritionists and brands join the ecosystem, turning DNA insight into action. ISO/IEC 27001 certified and PDPA-compliant end-to-end. Invited by the Western Australia government to enter Perth, and onboarded by Google for AI adoption.

Now a 12+ person international team with a growing 250+ partner pool — actively onboarding brands, deepening market presence, and featured across Singapore press and radio as the category takes shape.