95. Alyve: “your unique vitamin formula, made by AI”

Founder: Sam Price and Justin Price
Year founded: 2019
Website: alyvewellness.com

The popularity of personalised health solutions is on the rise. 71% of consumers now rely on subscriptions to hit their health and wellness goals. But while Brits are keen to manage their health and wellness, few of us know exactly what minerals and vitamins will best boost our system. Alyve is on a mission to change this.

Alyve is an all-in-one personalised vitamin tailored to an individual’s unique needs and delivered to their door every 30 days. Simply take an online quiz about your sleeping and eating habits (be honest now, folks) and Alyve will use AI to build you a unique vitamin formula that you’ll be given full view of.

Sam Price came up with the business idea for Alyve after being diagnosed with ADD when graduating from university. He was trialling multiple supplements to help his symptoms, at great cost and discomfort. Unimpressed by the pharmacy shelf, he set about building his own cocktail; that has since ‘come Alyve’.

Alyve’s customers have their own health stories to tell, and Price is proud of how the community around the brand has grown from his personal story. Impressively, the startup has also managed to remain Europe’s highest-rated personalised vitamin brand, with a 4.7/5 rating online.

The startup has a clean bill of health for the future. Its cofounders see Alyve as the global leader in personalised wellness, offering an integrated health platform driven by AI. They believe Alyve is redefining how people take control of their health, making it proactive, personal and effortless. And it will have help to get there.

“Over the last 14 months, we’ve been in discussions with one of the largest consumer healthcare brands in the world,” explains Sam Price. “While we’re under NDA and can’t disclose all the details just yet, in 2025, we’ll be officially launching with them to co-develop a new product, bringing personalised nutrition to their leading vitamin brand.”

Over the last 14 months, we’ve been in discussions with one of the largest consumer healthcare brands in the world.

No more handfuls of pills and wasted money – the brand insists it prices its vitamins at 70% less than each individual ingredient would cost – the Startups judges love Alyve’s approach to both convenience and creating a tailored solution for every customer. We think you’ll see an Alyve bottle in a bathroom cabinet near you this year, as well as on the 2025 Startups 100 Index.