INSUBCONTINENT EXCLUSIVE:
Goop is cashing in on pseudoscience and, in the process, giving natural health practices a bad name
Krista Berlincourt, the co-founder and chief executive officer of a new startup, Kenshō Health, hopes she can take back the
narrative.“We’re the antithesis of Goop,” Berlincourt, a fintech veteran who previously led marketing and product at Simple Finance,
“What we are creating is less of a consumer magazine
We are a holistic health platform that approaches things as more of a holistic health medical journal — everything is backed by
science.”Kenshō, launching into private beta today, is an invite-only subscription-based platform for holistic healthcare providers to
list their services and share knowledge
The startup has also collected information to construct a research-backed guide to holistic health, something the team believes has been
missing from the natural health sector.Berlincourt and Kenshō co-founder Danny Steiner, who previously worked at NBC Universal, Conde Nast
and Hulu before pivoting to health and wellness, have raised $1.3 million in seed funding from Crosscut, a Los Angeles-based venture capital
firm, and Female Founders Fund
[Updated 9/11/19 at 2:18 p.m.] The pair, based in LA, both have deeply personal ties of holistic health – Berlincourt treated her 2014
chronic adrenal failure holistically when conventional medicine failed, while Steiner’s family has a long history of digestive autoimmune
disease.“I had two years of working with a team of incredible Western physicians and then I had a crash that landed me in the ER
That’s when I realized, OK, this isn’t working,” Berlincourt said
“When you’re caring for yourself or someone you love, there are standards
I am focused on elevating and creating those standards in a way that can be better advised.”The global wellness economy represented a $4.2
trillion market in 2017, according to The Global Wellness Institute, as subcategories like personalized medicine, healthy eating and
fitness/mind-body accelerate growth.Kenshō, nestled in the personalized and complementary medicine category, says it ensures all of the
care providers featured on its platform are 100% validated
Before being allowed to list their services, providers complete a background check and their provider credentials are verified
Kenshō then affirms the providers use research-backed methods and that they have vetted peer references and clients who can provide
positive feedback.Kenshō’s launch features providers from Stanford University, Harvard University, Columbia University and more.“When
you look at health as a whole today in the U.S., we only treat the physical,” Berlincourt explains
“The reason that is destructive is 70% of death is premature and lifestyle related
We are dying faster and people are dying more quickly, generally speaking, as the world turns.”Many, of course, are skeptical of natural
care practices because they can be untested or dependent on unscientific principles
Additionally, holistic care often forces patients to pay out-of-pocket
Nonetheless, patients across the globe are turning to non-traditional methods.”There’s been a massive shift in the zeitgeist in the way
people look at health,” she adds
“One in three people have paid for supplemental care out of pocket from a holistic health provider.”
