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Product Guru Supplier Focus | Into the world of Deversify

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At Product Guru we're proud to support a thriving community of independent, challenger brands. Brands across all FMCG, gift, home and specialty categories list products on our online platform and we love to share the stories behind them.

So, we talked to Anders who told us all about Deversify.


Tell us a bit about your company and its background.

Deversify is a Swedish development company founded in 2016, by me, Anders Murman and Åsa Lang. Deversify operates in the emerging mobile health (mHealth) industry which covers the cross section between MedTech, IT, health care and retail. 

The background to why we decided to establish Deversify is based on personal experiences. 25 years ago, my son was born with a heart condition, Tachycardia, which causes the heart to suddenly beat much faster than normal. As a parent, this is frightening and you want to do all you can to make that your child is safe and well.  But, how do you know if your new-born baby has a heartbeat that is damagingly fast? In those days, parents were offered a stethoscope. It wasn't a great solution. Today, portable, connected technology can easily be applied to solve issues like these. Someone just had to come up with it!

Today Deversify is here to help you understand your wellbeing holistically. Inside and out. From ketones to ECG.

How many people work for the business and who do you sell to?

We have four core employees and we're growing. We also have 10-15 consultants hired on project by project basis, within mechatronic development, software development, digital marketing, content, creative design, legal and finance.

We sell our products to anyone who wants to understand their own health better — from people struggling with obesity to athletes and biohackers. However, I'm particularly passionate about helping people with health issues such as obesity, diabetes and heart conditions since this is where I think we can have the biggest positive impact. Women in the menopause age is an often neglected group, for example, for whom products such as Acetrack can really be a game changer. How we live can impact how long we live.

Is there a specific product you are particularly proud of and why?

Acetrack. A breathalyser and our flagship product (available to retailers on Product Guru, for example). In one exhalation you can instantly see if you have started to burn fat and how much fat you are burning. By measuring the concentration of acetone in exhaled breath and comparing it with a measured base line, it is possible to determine whether a person is found to be in ketosis or not, the metabolic state where fat, instead of glucose, is decomposed in the liver. 

Simply put: you get a receipt that your body has shifted to fat-based energy consumption. This is of particular interest for individuals on a low-carb diet and elite athletes, but also for anyone who wants to lose weight or understand their own metabolism better.

In order to maintain our health in the long-run, many of us could benefit from losing a little weight. This requires a number of lifestyle changes. As a society, we're moving too little and stressing too much but, most crucially, we're often eating the wrong way! Regardless whether you choose low carbohydrate diet, periodic fasting or just train extra hard, it will take time to achieve change. It takes weeks before you see any result on the bathroom scale or in the mirror. Acetrack, on the other hand, shows you instantly which lifestyle changes that make you burn fat or not and helps you stay on track throughout your journey towards better health and wellbeing.

Sometimes people ask if they have to follow a strictly ketogenic diet to use Acetrack. Not at all. We have a Flexi-Keto approach to fat burning. Keto, low carb, paleo, pescatarian, carnivore, vegan… everyone's welcome to join the #Acetrack Movement to learn more about fat burning and a Flexi-Keto lifestyle.

What do you most enjoy about running your business?

I like most of it (OK, maybe not filing expense reports….) but two distinctly different tasks stand out for me, being both a physics nerd and an extrovert:

Faced with some new end-user issue within our products (be it in software, electronics, mechanics), I enjoy sitting down and working closely with brilliant engineers, both solving the issue and advancing the product line at the same time!

I love standing on-stage in front of, for example, investors and nailing a five-minute product pitch!

What are your ambitions for your company?

Deversify’s vision is that everyone should understand their own health. To reach this state, we enable innovative health ambitions by developing smart products for digital public and private health. Our goal is to become the leading provider of individualized knowledge-based wellbeing to empower the mHealth consumers in the international market.

When you’re not working, what do you enjoy doing during your spare time?

I enjoy science just as much as literature. On a perfect weekday, I cook a good (low-carb!) meal and then play a game of floorball. A perfect Saturday is spent hosting game night, running music intro quizzes or playing D&D!

What do you think of the Product Guru platform? What encouraged you to use us?

Great solution — especially in these virtual virus times! We like the idea of optimisation — health, life quality and what not and this is true about business solutions too. I appreciate how easily and fairly vendors and sellers can connect via Product Guru — that means a lot to us.  Connection is everything.

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