The multivitamin market is saturated with countless products that offer everything from better focus to weight loss solutions. With all these options, it can still be tough to find a product you feel effectively matches your body and your needs. As consumers are looking for ways to personalize their products, the future of the health and wellness industry lies at the intersection of customization, health, and technology.

Rootine, a startup aimed at unlocking optimal health through precision nutrition, aims to solve for this current industry's lack of using data for nutrient personalization. Rootine uses DNA, blood, and lifestyle habit data to create a completely personalized micronutrient pack filled with vitamins, minerals, and specialty compounds precisely dosed for your body via microbead technology.

Rootine was founded when co-founder and CEO Rachel Soper Sanders was looking for ways to improve her daily performance after fighting stress and fatigue for many years. Sanders, an ex-investment banker, had recently graduated from Harvard Business School and was in the midst of founding her own company when she met biotechnician , geneticist, and nutrigenetic expert, Dr. Daniel Wallerstorfer, PhD, who was also looking for ways to optimize his health and falling short.

In an interview with Dr. Brittany R. Allman, Sanders explained that there just weren't comprehensive data-driven options unique for her body available in the market, leading her to start Rootine with Wallerstorfer. "Consumers didn't have the tools to efficiently use the data they had to make better decisions throughout their life and in their nutrition. Daniel and I were really inspired to make an impact and driven by a mission to really empower people to leverage their health data to improve how they look, feel, and perform every day."

The company is continuously doing research on how genetics and nutrition interact to stay at the forefront of nutrigenetics information and to ensure individuals are getting the most out of their daily intakes. "Rootine is built on over 400 clinical studies related to how nutrition and genetics play together. Genes influence how your body absorbs, processes, and utilizes nutrients," Sanders said in a feature on The Momentous Podcast.  "Our cells are kind of the cornerstone of our health and our DNA tells our cells how to function."

Rootine uses this genetic data, as well as blood nutrient levels and a 19-question lifestyle analysis, to determine exactly which nutrients your body needs (or doesn't need). Through Rootine, Sanders was able to identify a cellular dysfunction related to detoxification that increased her need for antioxidants, according to an interview with Levels.

Rootine is unique from other companies in its test-take-track process, where members not only get a personalized product informed by their health data, but can also track their progress on a digital dashboard where various resources and research are available to promote a high-end, accessible health experience. According to their website, "Tracking is the only way to ensure that your formula is working and optimized for your body. Without tracking, even great personalization is mostly guess-work."

Rootine uses third-party testing, and the laboratory is ISO 9001, 15189, 2200, and 22617 certified and follows FDA current Good Manufacturing Practices (cGMP). "We know that the market is getting smarter, and our customers are also more data-driven, more empowered, and they have the research and the knowledge to know that testing matters, form factor matters, and following guidelines matters, and that's where we are as a company as well. We value that and that's what customers deserve," Sanders told Momentous.

When asked by Momentous founder and CEO Matt Wan where she sees the company going in the next two years, Sanders replied that "Rootine is really excited about building a precision nutrition platform with a variety of solutions. What that means to us is utilizing new data points, providing products based on data, and helping members track where they are over time. We are continuing to invest in a digital experience and tying the data collection into a comprehensive tailored solution."

Rootine is building a remote-first team with headquarters in Nashville, TN and has thousands of members, from professional athletes like Brian Burns to celebrities like Steve Aoki. Learn more at https://rootine.co/.