WellTheory utilizes the latest technology to help provide care for autoimmune diseases.
Well Theory
Being from the Bay Area, I rarely get the chance to interview people from my hometown. Most of the interviews I do these days involve people from the other side of the continent, and sometimes even from a different part of the world entirely.
That all changed in the past few weeks when I spoke with sisters Claire and Ellen Rudolph from the Bay Area. The sisters are co-founders of WellTheory, a healthcare startup that focuses on “evidence-based nutrition and lifestyle coaching” to deliver quality autoimmune disease care. The company’s founding began on a very personal note. Ellen, who also serves as CEO of WellTheory, told me that while working at another healthcare startup, she encountered a “chronic health mystery” that left her “completely bedridden” at the young age of 25, when she had previously been healthy. She experienced “a long and drawn-out” symptom, but doctors who are ostensibly committed to caring for people ignored her body’s sensations because she was “too young to be sick.” After a long journey, Ellen finally realized that her illness was an autoimmune disease. It was only after she identified the root cause of her illness and changed her diet and other lifestyle habits that she felt she could “reclaim her health.” Ellen shared her story on TikTok, where the post has garnered 25 million views and 85,000 followers who are on the same journey of battling chronic illness.
These connections with people were the seeds from which WellTheory grew.
“I realized there were a lot of other people who were affected. [by autoimmune conditions] “We wanted to create the experience that we, as patients, wanted while on our health journey,” says Ellen.
Meanwhile, Claire began her career in tech as Chief of Staff at Dropbox, working in the HR team and learning “how to build a great team and be a great leader.” Claire said her sister first got sick while working at another company, and she had a “front row” to watch Ellen’s health deteriorate. Claire admitted it was “really hard” to figure out the best way to help her sister. Not only did she not know what to say or do from an emotional standpoint, but the practical problem was that neither woman got an answer for exactly what was wrong with her. During this process, Claire learned a lot about functional medicine from her sister and how to best advocate for her own body, putting her on a path of enlightenment of sorts. But it wasn’t just watching Ellen. In her first year working for Well Theory, Claire got sick herself and was fortunate to be the company’s first user. She said the experience taught her how to manage and alleviate symptoms through lifestyle changes, adding that she feels “blessed” to be able to give back and help others do the same.
“I’m happy with our service and believe in what we’re doing,” Claire said.
Well Theory’s website states that its care team is made up of people who are familiar with the autoimmune disease struggle and can understand and empathize with the process. [and] WellTheory offers “personalized care” in five impactful areas: exercise, nutrition, sleep hygiene, stress management, and relationships with yourself and others. The company’s team has experience working with individuals dealing with conditions such as long-COVID, lupus, alopecia, and Hashimoto’s disease, like Tanya Ladd. WellTheory membership includes one-on-one video sessions and unlimited messaging with the care team, invitations to classes and communities, and benefits such as discounts on supplements and advanced testing. The WellTheory app is available on iOS and Android.
Ellen’s “epiphany” for what would become WellTheory came when she decided to go public with her story. At the time, she didn’t have a huge following on TikTok, and initially focused on sharing her story in hopes that it might help someone. She recalls “vividly remembering” waking up one morning after uploading a video in which she explained that symptoms she thought were normal the day before were actually signs of an autoimmune disease. The video received 1.6 million views and “thousands” of comments, she told me. The comments were especially helpful because they showed Ellen that she wasn’t alone on her path. In fact, there were many people like her and her sister who were “looking for better solutions and answers” to their health challenges. The sisters’ real-life experiences, combined with the skills they’d learned while working on their previous product team, allowed Claire and Ellen to better understand what people needed in terms of care and, specifically, the obstacles that were blocking that care.
“[We wanted] “Creating the experience people wish they’d had earlier in their health journey,” Ellen said of her motivation for founding Well Theory. “It was important for us to acknowledge that this isn’t just our story. Unfortunately, ours is not unique. It’s all too common. Fifty million Americans suffer from autoimmune diseases, a rate that’s growing rapidly and disproportionately impacting women and other minorities.”
Anyone can suffer from autoimmune diseases, but as Ellen points out, autoimmune diseases are generally more prevalent in women than men. She gave some statistics, adding that 80% of autoimmune disease patients are indeed women, and that there are certain diseases that are 16 times more likely to affect women. Ellen told me that she and her sister feel strongly that this is a “disservice” to women around the world, and that autoimmune diseases in women are a “crisis” that most people may not realize is so prevalent today. People have long theorized about the best way to tackle solutions to these problems, but when it came to Well Theory, “we had a very clear idea of the company’s mission and what we were trying to accomplish,” Ellen said. She went on to say that the company’s north star was “very clear” as the two continued to build their startup.
Claire agreed, telling us that she and Ellen both became certified coaches during the pandemic. While Claire’s education focused on general life goals and how best to achieve them, Ellen’s was more health-centered. Though the details differed, they both “learned a lot” and were grateful to learn more about what coaching could do and how to advocate more effectively. This was especially poignant in the medical field, where Claire lamented the reality that people have “so little” time with their health care providers that it’s hard to have open, heartfelt conversations about how they’re feeling physically and emotionally.
“We were exposed to a model of coaching and ongoing support and saw how impactful it can be for a person,” says Claire. This was a key part of the experience. [it] And for others. It’s really hard to rush through telling your whole story in a few minutes and then have time to discuss everything you want to do with your provider. We wanted to create a space where people could feel heard. [and] Share your story [and not] I feel like I’ve been rushed out of the room.”
An area that is particularly important to Claire and Ellen is accessibility. One of the main reasons WellTheory is a digitally native platform is due to the idea that many people with autoimmune diseases tire easily. This energy drain often makes in-person visits to brick-and-mortar clinics impossible. Claire describes the ability for WellTheory users to receive virtual care from home as “incredibly convenient,” noting that chronic pain is another reason she doesn’t leave the comfort of her own home. As a practical matter, she noted that virtual appointments are extremely beneficial for people with busy schedules. In other words, WellTheory is set up to be “on-demand” whenever she has symptoms or needs help. In this way, technology is merely a means to an end, a conduit through which WellTheory works (thanks, modern-day internet).
Ellen agreed, noting that Well Theory allows for 60-minute consultations with health care providers, which is four times the average length of a doctor’s appointment. She also noted that 45% of people with autoimmune diseases are derogatorily labeled as “chronic complaint patients” during the diagnostic process, leaving patients feeling unlistened to by the people who have sworn to do the best for them. Well Theory is conceived and developed to be not only convenient but accessible, and the company is negotiating with employers and health care plans to make its products available to more people at no cost. Ellen reiterated the idea that technology is the driving force behind Well Theory’s existence, but, like many concerns about AI, said it’s not about preparing for a future where human interaction becomes incomprehensible and “automated.” For both sisters, human contact is essential to their work because, as Ellen puts it, “critical relationships are built on trust.” For some people with disabilities, who are already accustomed to ridicule and marginalization, the human element is crucial. That’s why technology is used to automate, allowing health care workers to be with their patients.
“We’re focused on building tools that enable care teams to provide the best care possible,” Ellen says.
When asked about feedback on WellTheory, Claire and Ellen shared that the company has received glowing praise from members. Ellen said most people are “grateful” that WellTheory exists, sharing an anecdote about a rheumatoid arthritis user whose joints were so swollen they couldn’t dress themselves. With WellTheory’s treatment, they are now able to dress themselves. WellTheory works towards the improvement of others, which Ellen said boosts self-esteem and increases independence and agency. WellTheory makes care more accessible, which in turn helps members feel empowered and capable in their daily lives. Three years after its first beta, WellTheory is “[cultivating] These longitudinal relationships [and meeting] We wish our members a lifelong journey.”
Ellen said Well Theory’s goal is to “reverse the epidemic of autoimmune disease.”
“We identify with lived experience,” she said of her and her sister’s ethos. “We’re both Well Theory members, so we bring our products to life and use them every day. At the end of the day, in the medical world, there can be perverse incentives to not put the patient first. That’s one of the reasons we started selling direct to consumer: Because we wanted to create the ideal patient experience, first and foremost. It’s in our interest.” [as a business] Because you need to reach the end consumer, even if it’s through a health plan or an employer.”
