We spent a decade getting people to act. Now it's aimed at health.

We founded Custora, a personalization platform used by leading retail brands. Ten years of running it taught us the mechanics of behavior change: when to reach someone, what to say, which offer moves them, and how to know whether it worked. Retail was a demanding teacher, because every lesson either showed up in revenue or it didn't.

While we were building it, we were also dealing with the health system the way everyone does — as patients, and alongside our families. We watched smart, insured people skip screenings, let prescriptions lapse, and pay too much for care their plan already covered. Not because they didn't care, but because nobody reached them at the moment it mattered, in a way they'd actually respond to.

Those two experiences belong together. The techniques that get someone to complete a purchase can get someone to a screening, a refill, or a lower-cost scan — and the stakes are a person's health and savings, not a conversion rate. Wizia is that idea built into a product, measured in completed actions and dollars.

Wizia is backed by Foundation Capital, Afore Capital, and a group of angel investors.