At A Glance

Allie Egan's journey to founding Veracity began with her own health crisis. While struggling with infertility and diagnosed with Hashimoto's disease, she was told to simply take prescription medication for life. Three years later, still not pregnant with her body in disarray, she became what she calls "the CEO of her own health" through functional medicine. After reversing her disease entirely and having two children, she launched Veracity to bring root-cause health solutions to others. Operating with a team of 11 physicians and armed with eight clinical studies on their hero product, Allie personally DMs clients and offers 15-minute consultations as a certified health coach, proving that authentic care can scale in the supplement industry.

‍Who is Allie Egan?

Meet Allie Egan, Founder and CEO at Veracity. 

‍About Veracity

Veracity is a modern metabolic health brand that’s built on a powerful idea: when your body isn’t working the way it should, you need to get to the root of the problem. Many of us deal with low energy, stubborn weight, cravings, or brain fog. We’re doing our best, but we still don’t feel like ourselves. These issues are connected. They are signs that your metabolism, the system that powers everything, is out of sync.

Veracity helps fix that system.

Our products are developed by doctors and backed by science, using ingredients your body recognizes and knows how to use. We support your health in a way that works with your biology— not against it.

Allie’s Journey

Allie Egan's path to founding Veracity began with a deeply personal health crisis that exposed the limitations of traditional Western medicine. While struggling with infertility, she was diagnosed with Hashimoto's, "an autoimmune metabolic disease" that affects the thyroid. Despite being told to simply "take this prescription medication the rest of your life and you'll be fine," Allie found herself three years later still not pregnant with her "body in disarray." This experience forced her to become what she calls "the CEO of my own health." Through exploring functional medicine, she discovered she had been "treating one of the major symptoms of my disease, but I was not getting to the root cause."

Her breakthrough came when she was able to not only "finally get pregnant and have my two children, but also reverse my disease entirely" to the point where she "no longer takes prescription medication." The transformation was so profound that she felt compelled to bring this approach to others: "I was really passionate about bringing this approach to more people and really bringing it to people where they are in their journey." Veracity's mission centers on "building the leading non-drug brand in metabolic health based on science-backed functional medicine, treating the whole systems of the body cohesively and not just symptoms."

The Team at Veracity

Today, Allie leads a team that operates primarily in-office with flexible remote options. "We're in an office most days that we have a few remote days," she explains, emphasizing the importance of in-person collaboration for early-stage businesses. "I have found that for early stage businesses, particularly when you are trying to build something new, that having that collaboration across people, across departments is really invaluable and makes us be able to go that much faster."

 The team is supported by a robust advisory network of "eleven physicians, both Eastern trained and Western trained," along with a chief science officer who is "a PhD in cellular biology."

Business Growth and Revenue Strategies

Veracity's revenue journey reflects a complete business model transformation based on customer feedback and market realities. "We actually started the business with a bit more broad mandate," Allie explains, initially launching as "a more diagnostic company" centered around hormone testing. However, customer insights revealed fundamental flaws in this approach: "We didn't want people to have to wait to start getting impact from whatever their problems were. And with our diagnostic, there was just time delays and getting the diagnostic, doing it, getting your results, understanding the feedback, getting the products." 

This feedback loop led to a strategic pivot where the company "took a step back and spent some time developing the R&D for what's now our hero product, Metabolism Ignite."

Subscription-Based Revenue

The business model now heavily relies on subscription revenue, with "more than 90% of our business on subscription because it's a repeat product that you need to use for the long term." This recurring revenue structure provides stability while aligning with the company's functional medicine approach that requires sustained use for effectiveness. 

Allie describes the company's evolution in distinct phases: "I kind of think of our company almost has two lives of our first hormone testing life and our second life of really being focused on metabolic health. The first phase was more about figuring out product offering and product market fit. And now this next phase has been about growth."

The e-commerce landscape has been particularly advantageous for Veracity's business model, given the personal nature of health and wellness decisions. "Health and wellness is very personal and it can feel you really need to do your research, to dig in, to read reviews, to learn about a company that you're getting from," Allie notes. This aligns perfectly with their educational approach where "it's both an opportunity for customers to make sure that they are doing the due diligence that they need and want to do, as well as for us getting to guide them in that right way."

Veracity’s CX Philosophy 

Veracity's customer experience philosophy centers on empathy and meeting clients where they are in their health journeys. "One of our values is really approaching everything with empathy because everyone is on their own personal journey," Allie explains. She recognizes that health concerns often come with vulnerability, particularly for women who "kind of dismiss things and when something doesn't feel normal, you're thinking, oh, maybe it's just me or I'm being worried about this or something." This understanding shapes how they approach both acquisition and retention: "We try to approach both our acquisition as well as retention marketing with this lens of empathy and people are maybe scared or nervous or not feeling well and how can we sort of meet them where they are at that place and support them."

The company takes an unusually hands-on approach to customer care, with Allie personally engaging with clients through direct messages and offering one-on-one consultations. "I personally open up my DMs and I talk to a lot of our clients and prospective clients that way and it helps me learn," she says. As a certified health coach, she often provides "15-minute consultations because I find that sometimes that extra really onboarding and understanding someone's personal situation really helps them get to the next level." This personal touch is supported by having their head of client care be "a registered nurse as well as a certified functional health expert" who can "use that lens of true expertise to help guide, even set up our automated responses correctly."

Innovation and Adaptability

Innovation at Veracity stems from combining scientific rigor with customer feedback. "It starts with listening to clients, staying on top of the latest medical research and trends," Allie explains. The company maintains "a team of eleven physicians, both Eastern trained and Western trained" and a chief science officer who "is a PhD in cellular biology" and "the former chief science officer of Nutrafol." Rather than chasing trends, Allie emphasizes focus: "We're not here to be the alphabet soup of supplements or just to be fashion trend driven. I call it the fashionization of supplements."

The company's primary goals center on proving efficacy through actual results rather than marketing promises. "We want to continue to be helping people actually achieve results. I think a lot of companies and brands in the health and wellness world are really interested in the sale and not the actual follow through," Allie says. They're backing this commitment with clinical validation: "We have clinical studies on our hero product, we have eight clinical studies. So we're really putting our money where our mouth is of we want to prove this works."

Advice for Entrepreneurs

Allie's advice for aspiring entrepreneurs focuses on honest self-assessment and recognizing true product-market fit. "Really think about entrepreneurship with your own opportunity costs at hand and be very honest with yourself about that," she advises. More critically, she emphasizes that genuine product-market fit should be unmistakable: "When you have product market fit it's very clear and there's almost no additional metrics or NPS scores that you need to pull because the data is so compelling. If it's not easy in the beginning, it's not getting easier."