fitto

Company Overview

Snapshot

Founded in September 2016 by Ari Friedrich and Yaniv Lavi, fitto operates with 1–10 employees. The company has raised $1.7M across three funding rounds.

Business overview

fitto provides an IoT and SaaS analytics solution tailored for the supplement and healthcare industries. Its core offering includes a patented kit with scoop-size pods and an app-connected bottle, designed to automate and monitor the supplement use cycle from product selection to consumption and reordering. The platform enables supplement brands to repackage powder products into a monitored delivery system, generating reminders and facilitating automated reorders. fitto aims to offer brands data-driven sales growth, market visibility, and increased user engagement, serving markets in Europe, Germany, the United States, and Israel.

Strategic signal

In May 2018, fitto was highlighted by NutraIngredients.com for its ambition to "globally reinvent supplement delivery" through its innovative pod-based system. This signals the company's early recognition for its disruptive potential in the sports-tech and supplement delivery market, emphasizing its strategic focus on transforming how consumers interact with and manage their supplement intake.

Company Intelligence Q&A

What is fitto's primary business model?

fitto operates with both B2C and B2B business models, targeting consumers directly and partnering with businesses in the supplement and healthcare industries.

When did fitto cease operations?

fitto ceased to operate in January 2025.

What was a key strategic focus for fitto in May 2018?

In May 2018, fitto was focused on reinventing supplement delivery globally with its innovative pod-based system, as reported by NutraIngredients.com.

What technology does fitto utilize in its products?

fitto utilizes IoT and SaaS analytics solutions, incorporating smart packaging with scoop-size pods and an app-connected bottle to monitor and manage supplement use.