Company: Vitrue Health
Co-Founders: Dr Shane Lowe (CEO) and Alexandra Haslehurst (CTO)
Website: https://www.vitruehealth.com/
About Vitrue Health
Vitrue Health is a London-based digital health company built to eliminate musculoskeletal (MSK) pain in the workplace. It started in 2017 as EVVA, a tool built by Dr Shane Lowe and Alex Haslehurst that used specialist motion-capture cameras and bespoke algorithms to give physiotherapists objective, data-driven assessments of patients. That product is still in use today in clinics, hospitals and elite sports teams across Europe and the US.
When remote and hybrid working took off from 2020, the founders adapted that clinical IP into VIDA, a fully digital platform that assesses posture, ergonomics and movement through an ordinary webcam and a short set of guided questions, then delivers personalised pain-coach programmes of stretching and strengthening exercises to prevent and treat MSK pain.
MSK conditions affect an estimated 1.7 billion people globally and account for 24 percent of all UK working days lost to ill health, costing British employers around 30 million working days a year. Vitrue set out to tackle this at scale, bringing injury prevention methods developed for clinicians and elite athletes to everyday desk and site-based workers.
Vitrue now works with organisations including Bupa, the NHS, Hastings Direct, Campari and Goodlord, reaching over 100,000 employees across around 12 industries and 30-plus countries. On average, VIDA users report a 34 percent reduction in pain, and some enterprise clients have recorded reductions of over 50 percent. Beyond pain reduction, VIDA automates DSE and ergonomic compliance reporting, removing a manual burden from health and safety teams while giving employers clear, aggregated data on workforce risk.
The biggest challenge has been taking technology built for clinical, specialist-hardware settings and turning it into something that works reliably, at scale, on an ordinary laptop webcam, for thousands of different desk setups, without a clinician in the room. Vitrue also has to satisfy two different buyers in the same sale: health and safety teams who care about DSE audit and regulatory risk, and HR and benefits teams who care about engagement, retention and pain outcomes. Winning both, at a price point well above compliance-only competitors, meant proving the additional clinical outcomes were real rather than just a nicer interface.
Vitrue has raised over 5 million pounds to date, backed by MMC Ventures, Hambro Perks, Simplyhealth Ventures, Coinbase Ventures and Techstars, among others, and continues to expand across the US and Europe.
The impact on the HealthTech industry has been to shift MSK care from reactive, clinic-based treatment to proactive, data-driven prevention delivered directly in the workplace, at a scale traditional occupational health services cannot match. Vitrue is now building on this position as the category grows, extending its clinical evidence base and broadening the range of conditions it can help prevent.
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