Former Apple Watch Developer Seeks Funds on Indiegogo For At-Home Blood Test Startup “Cor”

Cor 4

Last week, former Apple Watch developer, Bob Messerschmidt, launched a crowdfunding campaign on Indiegogo to raise $50,000 for his new at-home blood testing company, Cor.

Cor 1Cor reportedly measures consumer’s blood chemistry. It is described as a general wellness product that delivers personalized and customized health insights, while tracking the user’s key health indicators in their blood.

The company explained:

“We transform this data through proprietary algorithms into ‘insights.’ These insights are customized ‘action plans’ for you based on your indicators. They include diet, supplements, exercise, and relaxation insights and recommendations.


Cor 2“When something you try works for you, you will see an improvement in your indicators. That’s self-efficacy, and that’s just the beginning. You can take these insights and make them into habits. That’s adherence. Over time this becomes permanent improvement. Furthermore, you can share your successes with your family, or anyone you choose. You can help your community by sharing your secrets to success.


“Cor enables you to see inside your body, quickly and from the comfort of your own home. By providing personalized health insights and key indicator tracking, Cor empowers you to live a longer and healthier life.”

Cor’s features include:

  • Cor 3The Cor Cartridge: User press anywhere against their arm to get a blood sample.
  • The Cor Reader: Analyzes the sample.
  • The Cor App: Gives users a report on their overall health by key indicators such as cholesterol, fasting blood glucose, inflammation (fibrinogen) and triglycerides.

During a recent interview with TechCrunch, Messerschmidt shared the differences between Cor and Theranos, another in-home blood testing brand:

“Theranos is trying to provide diagnostic numbers. We’re not. We’re not a medical device company. We’re providing life style guidance.”

Messerschmidt then noted that Cor’s product features a “very fine needle” that gets poked in one’s arm, saying it’s “similar to what you use for glucose [testing]. It really doesn’t hurt at all.” He acknowledged that people’s ambivalence about their own health is another issue to overcome with the blood testing product:

Bob Messerschmidt“For people who want to try, we provide support,” including via the feedback of Cor’s other customers, who will be asked to answer occasional, anonymized survey questions about their results and the ways they are improving on them. (Cor hopes that once it has a larger database of such insights, they can be used to help inform the lifestyle choices of its other users).”

Within just days of its launch, the project surpassed the initial goal and has secured over $80,000 from 400 backers. The campaign will late April.


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