How a D2C health and wellness app pivoted to B2B partnerships

How a D2C health and wellness app pivoted to B2B
An AI health coaching app was facing rising CAC and slowing D2C growth but wasn't sure if B2B partnerships made sense or where to start. We assessed the opportunity, identified and validated high-potential segments, and delivered a clear roadmap reducing time-to-market to 4-6 weeks.
The Problem
A health and wellness app offering personalized fitness coaching had built a solid D2C user base, but growth was slowing and CAC was climbing. The founding team saw potential in B2B partnerships but weren't sure where to focus or if the model would actually work. They needed to validate the opportunity and understand what it would take to win before committing resources.
The Engagement
Assess the viability of B2B partnerships as a growth channel, identify the most promising segments, and deliver a clear recommendation with implementation roadmap.
What We Did
Market Assessment and Partner Landscape (Weeks 1-2)
Analyzed comparable apps that successfully scaled through B2B partnerships to understand what worked, ultimately identifying high-priority segments (corporate wellness programs, gyms, health insurers, and healthcare systems).
For each segment, mapped the partner landscape and evaluated deal size potential, sales cycle length, implementation complexity, and product fit.
Conducted interviews with decision-makers across segments to validate assumptions (buying criteria, pain points, and willingness to pay).
Strategic Analysis and Recommendation (Weeks 3-4)
Synthesized findings into opportunity assessments for each segment: TAM, competitive positioning, product gaps, and GTM requirements.
Identified corporate wellness as the highest-potential segment based on deal size ($25K+ ACV), buyer alignment, and minimal product customization required.
Documented key success factors: integrations (ex. HRIS), feature requirements (security, usage reporting), and pricing models
Built implementation roadmap covering product priorities, sales enablement, pilot strategy, and resource needs for a 6-month launch.
Delivered strategic recommendation with go/no-go framework tied to specific validation milestones.
The Impact
Validated B2B partnerships as viable channel with clear path to $500K+ ARR in Y1.
Based on prioritized segments, aligned the product roadmap to 4-6 weeks of development needed vs. initial assumption of 4-6 months.
Client identified 2 corporate wellness partners and is pursuing pilots.
Bottom Line
The team went from "should we do B2B?" to "here's exactly how we'll do it" with confidence backed by market data. They could make an informed decision about resources rather than betting on intuition.