Bryan Johnson Joins Biomarker Testing Boom With $365 Platform, Challenging Function Health

The biomarker blood testing gold rush is officially on, but will the next competitive edge belong to the players who eliminate the lab visit altogether?

Bryan Johnson has officially pointed his red light therapy laser at the booming biomarker business.

The tech entrepreneur turned “Don’t Die” messenger and outspoken AG1 critic announced this week that Blueprint, his celebrity-backed longevity company, has launched a consumer biomarker testing platform.

The platform is offered at $365 a year for two comprehensive panels covering more than 100 biomarkers and 160+ measurements annually. 

“You can now get your blood work at cost,” Johnson wrote in a social media post announcing the launch. “I make $0 on it. Blood testing needs to be more accessible. Instead, we wait until we get sick. And in the meantime, companies profit when you’re sick. It’s messed up.”

The launch follows Blueprint’s $60 million funding round late last year, which brought in Kim Kardashian, Paris Hilton, Saquon Barkley, the Winklevoss twins, Jay Shetty and more. At the time of the raise, Johnson said the capital would fuel Blueprint’s expansion from a supplement and protocol business into a full-fledged longevity service spanning testing, food delivery, GLP-1 access and toxin testing.

Blueprint’s Biomarkers membership routes members to Quest Diagnostics for blood draws and urine samples, with results loading into a dashboard that visualizes data, accepts uploads from past lab tests and includes access to an AI health companion. Physician review of results is available for an additional fee.

An age tracker covering speed of aging and biological organ age is listed on the site as “coming soon.”

As of now, Biomarkers customers must be based in the U.S. and cannot reside in Arizona, Hawaii, New Jersey, New York or Rhode Island, though the company says the platform will eventually be available in every state and globally.

Notably, Biomarker advertises the same annual price Function Health charges for its membership. Co-founded by Dr. Mark Hyman, the unicorn longevity startup lowered its annual price last fall down from a previous price point of $499. The platform is backed by several high-profile investors, including Matt Damon and Magic Johnson.

It goes without saying that Johnson’s Blueprint is entering a direct-to-consumer testing market that has gotten crowded. The platform joins the likes of Hims & Hers, Hone Health, Superpower and wearable leaders Oura and Whoop that have each rolled out blood testing tied to their devices.

While many of the emerging biomarker testing platforms still send consumers to a nearby lab, the next frontier could be skipping the lab visit altogether.

Function is leaning into that angle already, having just acquired Getlabs, a mobile healthcare startup that dispatches licensed phlebotomists to homes and offices. Some are skipping the phlebotomist altogether. SiPhox Health and Rhythm Health, co-founded by Devon Lévesque, both offer blood collection tests that consumers can perform themselves right from home.