A new €100 million fund is backing proactive healthcare, addressing a market gap as consumers prioritize their health.
Berlin, Feb. 17, 2025 — The healthcare landscape is evolving, shifting from reactive treatment to proactive health management, with consumers taking the lead. While the U.S. boasts consumer-focused healthcare companies like Hims/Hers, Headspace, and Function Health, Europe lags behind. Today, naturalX announced a €100 million fund to accelerate this European shift, becoming the first fund solely dedicated to the intersection of consumer and health in the European market.
The fund will primarily focus on Series A investments, with flexibility to participate in late Seed and Series B rounds. Initial investments typically range from €3-5 million, with up to €10 million available per company. naturalX can act as lead or co-investor, targeting consumer health startups across Europe, with some investments in North America.
naturalX Health Ventures founder Marvin Amberg (CREDIT: Yves Callewaert)
Founded by Marvin Amberg, a German serial entrepreneur experienced in consumer and health startups, and in partnership with Schwabe Group, a global leader in plant-based pharmaceuticals, naturalX defines consumer health as the convergence of wellness and medicine, prioritizing science-backed products and services. During its 18-month preparation phase, naturalX has already invested in several companies, including mybacs, Flow Neuroscience, Kyan Health, and Meela, and also in healthcare-focused VC funds to foster a strong ecosystem.
“I’m thrilled to launch naturalX and expand our vision. The consumer health sector has been under-invested. We see a turning point in Europe, as consumers become more proactive about their health. Startups need a partner who shares their vision,” said Marvin Amberg, founder of naturalX Health Ventures.
This launch comes at a crucial time for consumer health. The COVID-19 pandemic accelerated the focus on proactive health management, while increased health awareness—thanks to influencers like Andrew Huberman, Peter Attia, and Bryan Johnson—has created more informed consumers viewing health as a status symbol. Easier access to data through technology, including AI, is further driving this consumer-centric shift.
naturalX focuses on solutions for proactive health, including sleep, gut health, prevention, and longevity. Mental health is a key area, recognizing the need for consumer-centric therapeutic solutions. The investment strategy combines Schwabe Group’s pharmaceutical expertise with modern digital health innovation.
“We studied the U.S. health market, where many successful startups center around the consumer. We believe this is only the beginning, and Europe will follow suit. While some European consumer-focused healthcare companies like Oura or Neko Health are gaining traction, this market deserves more attention,” added Marvin Amberg.
“naturalX led our Series A round and has been an exceptional partner, providing not just capital but invaluable knowledge of the nutritional supplement and wider consumer health market. Their quick decision-making helps us focus on growth,” said Carl-Philipp von Polheim, Founder of mybacs, a leading direct-to-consumer probiotic subscription startup.
“At Kyan Health, we’re committed to proactive mental health management—empowering people before problems escalate. naturalX shares this vision, understanding prevention’s importance. Their expertise and strategy make them an ideal partner for meaningful change,” said Vlad Gheorghiu, Founder of Kyan Health, a leading mental health platform for employees.
The fund is now fully operational and actively expanding its pan-European investment team.
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About naturalX Health Ventures
naturalX Health Ventures is a €100 million venture capital fund focused on Consumer Health startups transforming healthcare. The fund invests primarily in Series A European companies, also considering late Seed and Series B opportunities. naturalX is backed by Schwabe Group, a global leader in plant-based pharmaceuticals.
CONTACT: For further information please contact the naturalX Health Ventures press office: Bilal Mahmood on b.mahmood@stockwoodstrategy.com or +44 (0) 771 400 7257.
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