Vitrue Health

Vitrue Health is a London-based digital musculoskeletal (MSK) health company whose platform helps employers assess, prevent and treat back, neck, shoulder and other MSK conditions among desk-, home- and site-based workers. Its technology combines computer vision, biomechanical analysis and clinical decision support: a standard webcam plus a short set of guided questions is used to analyse a worker's posture and ergonomics, after which the user receives a personalised report covering MSK risk factors, peer-group comparison and recommended actions, and, where pain is present, guided pain-coach programmes of stretching and strengthening exercises.

The company's current product, VIDA, also automates Display Screen Equipment (DSE) and ergonomic compliance — assessments, reminders and reporting — and provides employers with aggregated workforce risk data. An earlier clinical product, EVVA, used specialist motion-capture cameras and custom depth-sensor technology to give physiotherapists objective assessments and to guide rehabilitation after joint surgery; it remains in use in clinics, hospitals and elite sports teams in Europe and the US. Positioning materials frame the offering around three outcomes: automated compliance, MSK pain reduction, and stabilising healthcare costs by reducing occupational health referrals and private medical insurance claims.

Founding story

The company was started by Dr Shane Lowe (CEO) and Alexandra Haslehurst (CTO). Lowe completed a PhD in advanced motion capture technology for predicting future injuries and Haslehurst holds a master's degree in biomechanics from Cambridge University. Their first product, EVVA, gave physiotherapists objective, data-driven patient assessments using specialist motion-capture cameras, drawing on injury-prevention approaches used with professional athletes.

Business model

B2B software sold to employers, covering both workplace health and safety/compliance functions and HR and employee benefits functions within the same organisation.

Employer-paid workplace health platform; sources note Vitrue sells at a price point above compliance-only competitors on the basis of additional clinical outcomes.

Traction

Reported reach of more than 100,000 employees across around 12 industries and 30-plus countries, with customers including Bupa, the NHS, Hastings Direct, Campari and Goodlord. VIDA users report an average 34% reduction in pain, with some enterprise clients recording reductions above 50%; 2024 coverage stated 92% of users reported a reduction in pain after using the platform. The company passed 10,000 users in 2022.

Latest developments

In February 2024 Vitrue Health announced a £3.2m ($4m) seed round led by MMC Ventures and Hambro Perks, bringing total raised to $7m, to be used to grow the team, expand in the US and new European markets, and fund research into further assessment types and clinical use cases. A July 2026 industry profile states the company has raised over £5m to date and continues to expand across the US and Europe while extending its clinical evidence base and broadening the range of conditions it addresses.