Culina Health: Adapting to a Changing Market

When a virtual nutrition startup builds its business on insurance reimbursement, clinical rigor, and human-led care, can it still win in a market reshaped by GLP-1s and platform scale? This case challenges students to evaluate Culina Health’s business model, differentiation, and growth strategy as it navigates payer dependence, rising competition, and a rapidly evolving definition of metabolic care.