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Move over, millennials: one startup founder is betting big that baby boomers are a largely untapped goldmine for discreet undergarments and supplements.

Jude, a consumer healthcare company offering a range of products for bladder care, just raised a $4.24 million seed round from a trio of European investors: Eka VC, Samos VC, and doctor-turned-investor Fiono Pathiraja of Christa Galli Ventures.

Headquartered in London, Jude sells incontinence products including supplements, leak-proof underwear, and liners and pads. The startup also launched a digital subscription service to promote community building and offer users consultations and personalized treatment advice.

Many startups focused on the aging population offer solutions for in-home healthcare, like Honor — which built a technology platform to overhaul the in-home care experience — and navigating health plans, like Devoted Health, which administers various Medicare Advantage plans.

Like other startups also backed by Jude’s funders, including British meal-delivery kit Gousto, super-green supplement Bloom, and sustainable natural deodorant Wild, Jude is building a digital consumer business offering health and wellness products to a niche population. The startup estimates it will be profitable by the third quarter of 2024.

With the seed funding, Jude plans to expand into the U.S., selling at the intersection of bladder care, senior healthcare, and women’s health. Though Jude products can be used by anyone, the startup is specifically focused on the nearly 84 million baby boomers in the U.S., which Jude says is a largely “untapped” market that equals more than $500 billion and another £98 billion in the U.K.

The combination of healthcare, eldercare, and women’s health proved to be crucial when Jude tried to line up investors.

“It was very hard. Out of 100 conversations and pitches I have done, we got 95 rejections,” Jude founder Peony Li told Insider. “The economic environment made it harder for VC to believe in the growth of consumer businesses. Nonetheless, we have something unique to bring to the table, our vision is unique and the landscape is very empty.”

Take a look at the 17-slide presentation Jude used to raise $4.24 million in seed funding. Some figures have been redacted by the company to protect proprietary information.

Jude pitch deck

Jude – healthcare brand for a new age

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