The digital health boom is no longer just about technological advancement, but it’s about intent. As startups scale faster than ever, many are redefining what success looks like by pursuing both financial performance and positive health outcomes. At the center of this value-driven movement is Joe Kiani, Masimo and Willow Laboratories founder, who is helping lead efforts to prove that profitability and public good can coexist and even reinforce one another.
Willow Laboratories’ latest innovation, Nutu™, is a platform that delivers real-time, personalized health insights. The focus is on creating products that empower people to better understand and manage their health every day. That user-first approach creates loyalty and investor interest.
The Shift from Scale to Sustainability
In the early years of digital health, startups raced to acquire users. The thinking was simple. The bigger the audience, the better the quality of the valuation. But that mindset is developing. Startups are now judged not just by how many users they have but by how well they serve them.
This change is creating space for founders who see purpose as a growth strategy. Platforms that address real problems, such as chronic disease management, access to care or behavioral health, are more likely to retain users and attract long-term funding.
Purpose-Driven Design
Startups aligning profit with purpose often take a different approach to product development. Instead of focusing solely on features that drive engagement, they prioritize tools that build trust and create real-world impact. The goal isn’t just to keep people using the app, but it’s to help them understand their physiology and make informed choices.
Joe Kiani, Masimo, founder, says, “Our goal with Nutu is to put the power of health back into people’s hands by offering real-time, science-backed insights that make change not just possible but achievable.” This approach is grounded in science, driven by simplicity, and centered on the user, which builds trust and lasting engagement. In a crowded digital health market, that kind of loyalty isn’t just meaningful, but a powerful engine for sustainable growth.
Earning Trust in a Crowded Market
The digital health space is crowded, and user skepticism is high. To succeed, startups must show that they’re not just selling tools, but they’re solving problems. That means transparency in how data is used, clarity in communication, and a commitment to improving lives.
Startups that lead with purpose are often better positioned to earn trust. They explain how their platform works, who it serves, and how it protects user data. They publish outcomes, share user feedback, and make it easy for people to understand their role in the health journey. This approach is embedded in every aspect of Nutu’s operations. Its users know what data is collected, how it’s analyzed, and how it helps shape recommendations. This transparency has become a key differentiator.
Aligning Business Models with Behavior Change
Platforms that drive healthy behavior over time tend to generate sustainable revenue. They attract repeat users, maintain longer subscription cycles, and open new partnership opportunities with employers, insurers, and providers.
Startups have leaned into this alignment. It supports people managing chronic conditions, one of the largest and most costly segments of healthcare, by helping them make better daily choices. When those choices improve health outcomes, everyone benefits. That includes health systems that see fewer complications, employers that gain a more resilient workforce, and investors who recognize the compounding value of reduced risk.
Investors Are Taking Note
The investment community is paying attention. Funds are increasingly prioritizing companies that can demonstrate both impact and return. Startups with clear purpose statements, measurable outcomes, and scalable infrastructure are gaining a competitive edge. It doesn’t mean sacrificing margins. It means designing business models that are tied to real results, reduced hospitalizations, improved medication adherence, or better quality of life.
Expanding Access, Expanding Opportunity
Startups that align profit with purpose also see access as part of their growth strategy. They don’t just target the most affluent or tech-savvy demographic. Instead, they design with inclusivity in mind, supporting multiple languages, devices, and literacy levels.
This commitment opens the door to broader adoption and deeper impact. It also strengthens its brand reputation and supports public health goals. Its team is actively working on partnerships that bring its technology to underserved populations, showing that scale and equity can go hand in hand.
Culture That Reflects the Mission
Startups that blend purpose and profit often build teams that reflect that ethos. They attract talented people who want to solve meaningful problems and retain employees through a shared commitment to the mission. This culture translates into better collaboration, faster problem-solving, and products that resonate more deeply with users. Cross-functional teams of engineers, behavioral scientists, and clinicians work together to refine their work. Every new feature is evaluated not just for usability, but for how it supports user autonomy and long-term health.
Long-Term Thinking in a Fast-Moving Space
The most successful purpose-aligned startups resist the urge to chase short-term wins at the expense of trust. They play the long game, understanding that health and credibility are built over time. This mindset informs everything from marketing to partnerships to product updates. The focus is on building relationships, not just pipelines. Joe Kiani and his team understand this deeply. Their approach is to create something durable, such as a platform that earns its place in people’s daily lives and keeps developing to meet their needs.
Redefining What Success Looks Like
For years, startup success was synonymous with speed and how quickly a company could raise capital or scale its user base. But today’s most forward-thinking digital health leaders are rewriting that narrative. Success is now measured by the lives that are improved, the complications reduced, and the systems made more human and responsive.
Startups that align profit with purpose aren’t just building technology. They foster trust, enable better health outcomes, and lay the groundwork for long-term, meaningful impact. In this new era, growth isn’t just about numbers, but also lasting change.
