The business summary
in a nutshell

Allergy therapy works. The routine does not.

Immunotherapy is a long game: months to years, not days. Easily puts that long-term therapy inside brushing, a behavior people already have.

See the solution See retention proof
Sunlit bathroom counter with Easily allergy toothpaste beside a toothbrush
The routine stays normal. The therapy rides along.
91% of U.S. adults brush at least once a day.[2]
82.8M diagnosed seasonal allergy sufferers in the U.S.[1][F]
65% modeled four-year protocol completion, discounted from a 75% source benchmark.[M]
8.9x LTV / CAC: about $8.90 of modeled lifetime gross profit for every $1 of launch acquisition cost.[M]
01 / The problem

The medicine is not the hard part.

Immunotherapy can help. The hard part is keeping people on a multi-year routine long enough for the therapy to matter.

Shots work. But who wants years of shots?

A course can mean years of clinic visits, needles, and observation time.[3]

clinic routine

Drops work. But the daily job is easy to miss.

Every day, the user has to remember a separate dose, hold it under the tongue, avoid swallowing, and repeat it for years.[9]

separate daily routine
Treatment completion

The treatments work, but only if patients stay the course.

Both routes ask people to carry a separate treatment routine for years. In real life, most do not make it to the end.

Allergy shots
13% complete the protocol[5]
Sublingual therapy
7% complete the protocol[5]

Rounded midpoints of published real-world persistence ranges at year three, the minimum recommended treatment period. Full immunotherapy protocols generally run three to five years; sublingual data include drops and tablets.[5]

The burden is the real competitor.

When life is already heavy, a treatment plan that asks for more appointments, more reminders, or more effort is easier to abandon.

People are not rejecting immunotherapy. They are rejecting the burden around it.

In one study of patients who stopped allergy shots early, cost and travel were common reasons. Only 4% cited lack of effect.[4]

The story turn

The unlock is not another thing to remember. It is therapy inside something people already do.

02 / The solution

Easily is immunotherapy made invisible inside a daily ritual.

It is not another antihistamine. It is long-term allergy therapy delivered through toothpaste, so the treatment can happen while people brush.

The important move is simple: keep the science, remove the extra behavior.
Same ritual.

Allergy therapy inside it.

Nothing new to remember.

The customer still brushes. The therapy moves into a moment they already repeat, instead of becoming another task to remember.

Protocol evidence

The retention benchmark comes from real protocol history.

The go-to-market plan is DTC. The physician-supported history is used here as evidence for retention and safety: over ten years, 3,000+ patients have gone through the protocol, company records show 0 reported adverse events, and more than 50 medical practices across the U.S. prescribe Easily.[M][15]

10 yrs source protocol history
3,000+ patients through the protocol
50+ U.S. medical practices prescribe Easily
0 reported adverse events in company records

Published work supports the same story.

The outside evidence points in the same direction: people say the therapy helped, and roughly one-year adherence stayed high when treatment was delivered through toothpaste.[13][14]

Patient-reported helpfulness

100% People said it helped. In one real-world survey, every toothpaste-therapy user said it was helpful. Shots were 80%; drops were 81%.[13]

48-week adherence

97% In a 48-week Phase 1 toothpaste-vehicle study, active subjects used the format on 97% of study days. No one withdrew because of study medication.[14]
Adherence context at about one year
97% OMIT toothpaste study-day use over 48 weeks[14]
93% SCIT shot adherence at year one in separate real-world HDM data[18]
63% SLIT tablet adherence at year one in the same real-world HDM data[18]

Different studies, different definitions. This is use/adherence context, not protocol retention.

Seen and cited

The clinical channel has already earned public attention.

Under the prior Allerdent name, the toothpaste approach was covered by mainstream press and local video segments. These links are public context; the clinical claims above stay tied to studies and company records.[20]

03 / The habit unlock

Habits are where long-term things survive.

Sleep, exercise, walks, dinner: routines last because they fit into life. Easily makes allergy therapy fit the same way.

The behavior shift

Years of therapy delivered without changing a thing opens the floodgates.

The simple idea is this: long-term therapy only matters if people can stay with it. The easier the routine, the better the chance they keep going.

Traditional immunotherapy

add a behavior
Schedule visits or remember drops
Wait, hold, or sit for observation
Repeat for years

Easily

borrow a behavior
Pick up the toothbrush
Brush with allergy toothpaste
Keep the ritual already built
Routine does the remembering. Immunotherapy takes months to years. The point is to make treatment feel regular, automatic, and already part of the day. Easily puts therapy inside brushing, a ritual people do without thinking.

Easily turns allergy treatment from something you're trying to do into something that you do without trying.

Easily is aligned around life's rituals not fighting them.

04 / Retention proof

Retention is where the habit advantage shows up.

All immunotherapy needs time. The model should be read as protocol completion: 80% active after year one, and 65% finishing the full four-year course.

80% active at year one

Observed year-one protocol signal from company data.[M]

65% finish the four-year protocol

The source benchmark is 75% completion in the largest physician-supported practice; the DTC model discounts it to 65%. That is roughly 0.9% average monthly attrition over the protocol.[M]

0 reported adverse events

3,000+ patients have gone through the source protocol over ten years, with 0 reported adverse events in company records.[M]

Retention comparison: Easily is modeled at 80% active after year one and 65% completion at year four. Published persistence endpoints for allergy shots and sublingual therapy are lower by year three.

Retention comparison: Easily is modeled at 80% active after year one and 65% completion at year four. Published persistence endpoints used for context show allergy shots around 38% to 64% at year one and 6% to 19% at year three; sublingual therapy around 22% to 27% at year one and 5% to 8% at year three.

Easily shows modeled protocol completion: 80% at year one and 65% at year four. Shots and sublingual therapy use broad published persistence endpoints for context; lines connect endpoints, not monthly readings.[5]

Easily 80% at year 1
65% finish year 4[M]
Allergy shots 38-64% at year 1
6-19% at year 3[5]
Sublingual therapy 22-27% at year 1
5-8% at year 3[5]
05 / The market

The diagnosed market alone is enough.

The Year 3 planning case after the $25M growth round is $10M in monthly revenue, or about 100K active subscribers. The larger $250M annualized case needs about 208K active subscribers, still only about 0.25% of the diagnosed seasonal allergy market.[F]

Allergies are everywhere. The market is not abstract. Allergy symptoms show up in daily life, travel, work, school, and home. The funnel below starts with the diagnosed base, then narrows through likely treatment fit, medical intake, and ability to self-pay.
82.8M diagnosed seasonal allergy sufferers in the U.S., derived from CDC/NCHS prevalence rates and Census population data.[1][F]
Diagnosed seasonal allergy sufferers 82.8M[F]
Likely treatment fit 58.0M[F]
Likely clears intake 43.5M[F]
Likely able to self-pay 15M[17][F]
Year 3 base case at $10M MRR 100K[F]
Longer-term $250M annualized case 208K[F]

The Year 3 base still asks for a tiny slice.

About 100K active subscribers gets to $10M in monthly revenue, or $120M annualized. That is roughly 0.12% of the 82.8M diagnosed seasonal allergy market, or about one out of every 830 diagnosed sufferers.[F]

0.12% of the diagnosed market reaches the $10M MRR Year 3 base case.
06 / Economics

Each customer is worth far more than it costs to get them.

Habit drives retention. Retention creates paid months. Paid months create gross profit. That is the simple economic story.

One acquisition dollar has to come back as more. The model works when the cost to win a customer comes back quickly, and the customer keeps paying after that. The page shows both gross payback and payback after operating costs.
Gross-profit LTV / CAC
8.9x

About $8.90 of modeled lifetime gross profit for every $1 spent acquiring a customer.

At $100/month and about $40/month in service cost, each active month contributes about $60 in the launch case. The four-year completion model gives about 36.9 retained months before any post-protocol maintenance or margin-expansion upside.

Protocol-weighted retained months36.9
Launch gross profit per month$60
Gross profit before acquisition cost$2,214
Launch CAC / mature CAC$250 / ~$200
Operating costs30% of revenue
Cash left after service and operating costs~$30/mo
Gross margin path60% -> 70% -> 75%
Why it matters

Retention pays for continued optimization.

Once acquisition cost is paid back, each retained month adds cash the business can reinvest in better channels, onboarding, fulfillment, service, and support. The model creates time to improve instead of requiring every part of the system to be fully optimized on day one.

Acquisition cost can improve. Launch CAC is modeled at $250; mature underlying CAC is modeled toward ~$200 as awareness and channel learning improve.
Cash payback is the tougher test. After setting aside 30% of revenue for operating costs, payback is about 8.3 months at launch CAC and 6.7 months at mature CAC.
Retention is the lever. The longer therapy stays inside the brushing habit, the stronger the economics get.

Payback shows how fast cash comes back.

Gross profit shows the first payback. The stricter payback number also includes operating costs.

CAC payback
4.2 mo gross payback before operating costs at $250 launch CAC; about 3.3 months at mature ~$200 CAC
8.3 mo cash payback after operating costs; about 6.7 months at mature ~$200 CAC

LTV/CAC compares the gross profit expected from a customer over the modeled treatment period with the cost of acquiring that customer. The 8.9x figure uses modeled treatment-period gross profit and launch CAC.[M]

07 / Capital plan

Build the launch system. Then scale.

Each new customer costs cash before payback. The $500K at month zero and $2M at month six give the company room to improve acquisition, onboarding, fulfillment, service, and support. Once that system is repeatable, the $25M growth round funds the push toward about 100K active subscribers and $10M MRR by Year 3.

The simple cash loop

$2.5M builds the launch system. $25M scales it.

At $100/month and about $40/month in service cost, each active customer contributes about $60/month in gross profit and about $30/month after operating costs. The first $2.5M is for launch learning and optimization. The $25M round then funds scale while customer cash is reinvested and acquisition cost, onboarding, fulfillment, service, and protocol completion improve.[M]

1. Month 0: $500K to launch and learn. 2. Month 6: $2M to expand the working channels and operations. 3. Growth round: $25M to scale channels that pass the test. 4. Year 3 plan: about 100K active subscribers and $10M MRR.
Month 0 tranche $500K

Build the DTC system.

The first tranche is not vanity scale. It funds early acquisition, onboarding, service setup, fulfillment learning, and the first read on retention.

~1K customers if ~$250K goes to acquisition
~$1.2M annualized revenue pace before churn and timing effects
CAC by channel Onboarding Early retention Fulfillment cost Month-five payback
Next gate If those signals hold, the company has a clearer case to fund disciplined scale.
Month 6 round $2M

Optimize what the first tranche enables.

The second round turns the first tranche into a repeatable growth push while still reserving cash for carry, inventory, service, and support.

~6K total customers including the first tranche
~$7.2M total annualized revenue pace before churn and timing effects
CAC at higher spend Operations at scale Retention holds Support demand Inventory planning
Next gate Move toward repeatable scale: use customer profit to keep growing while keeping the option to raise for speed.

The $25M round follows the first $2.5M only after the launch system is working. At the modeled CAC range, that round is equivalent to 100K-125K gross customer acquisitions before accounting for operating reserves, timing, churn, and cash reinvestment.[M]

100K-125K gross acquisition equivalent at $250-$200 CAC; the operating target is about 100K active subscribers and $10M MRR by Year 3.
Directional investor return

The first $2.5M can create a meaningful markup.

~125%-160% illustrative annual IRR on the first $2.5M after the $25M growth round

At $10M MRR, Easily would be at roughly $120M annualized revenue. A 3x revenue exit implies about $360M of enterprise value. If the first $2.5M is diluted to roughly 8%-12% ownership after the $25M growth round, that is about $29M-$43M of proceeds, or roughly 11x-17x over three years.

The 3x case sits inside recent comparable-company evidence: Talkspace was announced around 3.6x revenue, Eucalyptus around 2.6x run-rate revenue, and 2026 top-quartile health/wellness revenue multiples span about 2x-6.5x.[M][16]

08 / Competition and moat

The wedge is not better science. It is completion.

The market is crowded, but most options force a trade-off. Zyrtec and other antihistamines are easy and familiar, but still temporary relief inside a large recurring allergy-cost burden. Shots, drops, and tablets can change the disease, but they add friction. Easily aims for the hard corner: disease-changing intent, inside a routine people already keep.[12][19]

Disease modifying Easy to maintain
Clinic path Allergy shots Strong science, but years of clinic visits and needles create drop-off.[3]
DTC drops Curex / Nectar / Wyndly Custom drops at home, but still a new daily under-tongue ritual.[9]
Tablets Odactra / Grastek / Ragwitek Disease-changing intent, but usually one allergen at a time.[8]
OTC relief Zyrtec and peers Easy and familiar, but still temporary relief in a U.S. rhinitis burden estimated at about $5.3B a year.[12][19]
Habit-native immunotherapy Easily Custom allergy toothpaste: disease-changing intent, no clinic, no needle, no new habit.[M]
Competition moat

The wedge is completion. The moat is the format.

Completion is why customers care. Protected format is why the same answer is harder to copy. Five issued U.S. patents across two families cover allergy desensitization through toothpaste and the compositions, kits, and formulation methods that make the format work.[21]

Customer wedge better completion
Owned format immunotherapy in toothpaste
Competitive field pills, shots, drops, tablets
09 / Team

The operators match the challenge.

Easily has two execution jobs: preserve the clinical logic of the original product, and turn it into a repeatable DTC healthcare business. The founding team is built around those jobs.

Relevant experience, kept in proportion. One founder has scaled a DTC prescription-health company. One brings the product history, platform context, and recent operating turnaround experience.

Vikas

Founder

DTC prescription growth and healthcare-commerce execution. Founder and former CEO of Rugiet, a men's health telehealth company he grew from launch to more than $250M in revenue. Earlier sales and marketing leadership at Intel.

LinkedIn

Abhishek

Founder

Product, platform history, and operating discipline. Former MD at Allovate, the company behind the original physician-supported Easily product. Most recently led a turnaround at Maxim, taking the property from $8M to $23M in annual revenue in a year.

LinkedIn
The point

Sometimes novelty is borne of the unremarkable.

It is compelling because the therapy is long, and toothpaste is already a habit. Easily puts proven immunology inside a daily ritual that most people already do without thinking.

Number ledger and sources
[2]

YouGov Profiles, 2025: 30% of U.S. adults brush once daily, 51% twice daily, and 10% three or more times daily. That equals 91% at least once daily.

[3]

Mayo Clinic: allergy shots usually run 3 to 5 years, include a build-up phase and monthly maintenance, and require clinic observation after injections.

[4]

Vaswani et al., 2015: among 555 patients who stopped shots early, reasons included cost or reimbursement 40%, travel 15%, moving 8%, and perceived ineffectiveness 4%.

[5]

Pfaar et al., 2023: broad prescription persistence after 12 months was 52.0-64.1% for dSCIT, 38.3-50.3% for oSCIT, and 22.2-27.1% for SLIT. At 3 years it was 14.6-18.5% for dSCIT, 6.4-9.9% for oSCIT, and 5.2-7.6% for SLIT.

[6]

CARES survey: many allergic rhinitis patients self-recognize symptoms and suspect allergies before diagnosis, supporting the casual/direct-to-consumer audience logic.

[7]

AAAAI and Pavón-Romero et al., 2022: immunotherapy can provide long-term symptom relief after treatment is discontinued and is described in allergy literature as disease-modifying treatment for allergic rhinitis.

[8]

ACAAI: tablets target a single allergy, which allergists identified as a main prescribing barrier for patients with more than one allergy.

[9]

Curex, Nectar, Wyndly, and Johns Hopkins Medicine: public pricing, product-positioning, and patient-use pages for online allergy drops and sublingual drops. Instructions commonly describe daily under-tongue dosing for about two minutes before swallowing.

[10]

Climate Central, 2026: North American pollen seasons lengthened by about 20 days from 1990 to 2018; freeze-free seasons lengthened in 87% of 198 U.S. cities analyzed.

[11]

Arbes et al., 2005 / NHANES III and Salo et al., 2014 / NHANES 2005-2006: large U.S. testing studies found allergic sensitization is common in the general population. NHANES III found 54.3% of people ages 6-59 had positive skin-test responses to at least one tested allergen; NHANES 2005-2006 found 44.6% of people ages 6+ had detectable allergen-specific IgE. Used as sensitization context, not as a diagnosis count.

[12]

DailyMed Zyrtec label: cetirizine is an antihistamine labeled to temporarily relieve hay fever and upper respiratory allergy symptoms.

[14]

OMEGA / INT301 Phase 1, 2025: 48-week toothpaste-vehicle oral mucosal immunotherapy study. Used for 97% study-day use and zero study-medication withdrawals.

[15]

Easily science page: public Easily science and provider materials. Used for the current physician-practice footprint and company/provider context. The published OMIT helpfulness claim is cited directly to Ballakur et al. in [13].

[16]

Public valuation and comparable context: Hims & Hers Q2 2026 reported about $753M of quarterly revenue, 38% year-over-year growth, nearly 2.9M subscribers, and full-year 2026 guidance of $3.1B-$3.3B revenue with 9%-10% adjusted EBITDA margin. UHS / Talkspace announced an approximately $835M enterprise-value acquisition on $229M of 2025 revenue, or about 3.6x revenue. Hims & Hers / Eucalyptus announced a transaction valued up to $1.15B with Eucalyptus at more than $450M annual revenue run-rate, or about 2.6x run-rate revenue. Finerva Health & Wellness 2026 reported a 1.1x median EV/revenue multiple and a top-quartile revenue-multiple range from about 2x to 6.5x. Used to frame the illustrative 1.5x floor, 3.0x base, and 4.0x upside revenue-multiple cases; the page does not set a final valuation.

[17]

U.S. Census Bureau CPS HINC-03: people in households by total household money income in 2024. Used as an ability-to-pay proxy, not a willingness-to-pay claim. Summing the $145K+ household-income bands gives about 115.9M of 337.5M people, or 34.35%.

[18]

Vogelberg et al., 2021: retrospective German longitudinal prescription-database study comparing HDM-SCIT allergoid (n=5,677) with HDM-SLIT tablet (n=4,720). Kaplan-Meier adherence at the end of year one was 93.2% for SCIT and 63.2% for SLIT. Used only as separate one-year allergen-immunotherapy adherence context, not as a head-to-head OMIT comparison.

[19]

Ellis et al., 2015: allergic rhinitis has been estimated to create about $5.3B per year of economic cost in the U.S. Used as broad recurring burden context, not as a Zyrtec revenue estimate.

[21]

Allovate IP Portfolio Overview, September 2026 (company-provided), cross-checked against public patent records. The first family includes U.S. Patent 9,271,899, covering allergy desensitization through allergen-containing toothpaste used during toothbrushing. The second family includes U.S. Patent 10,485,867, U.S. Patent 10,967,059, U.S. Patent 11,980,664, and U.S. Patent 12,527,861, covering toothpaste compositions, kits, and formulation methods for delivering allergens to the oral mucosa. Public family records also list related international counterparts. Patent scope and status should be confirmed by patent counsel.

[F]

Market funnel math: 82.8M = 268.9M adults x 25.2% diagnosed seasonal allergy prevalence + 72.9M children x 20.6% diagnosed seasonal allergy prevalence. The base is seasonal/environmental allergy, not food allergy. The funnel follows standard investor market-sizing practice: start with a broad potential market, narrow to the portion the product can reasonably serve, and then size the near-term case from a bottom-up subscriber and revenue plan. See Carta's market-sizing guide, CFI's TAM/SAM/SOM guide, and Pear VC's market-sizing guide. 58.0M = 82.8M x 70% model reduction for likely treatment fit. 43.5M = 58.0M x 75% model reduction for likely intake clearance before physician review. The 70% and 75% numbers are model assumptions, not direct epidemiology claims. We use these reductions because immunotherapy should match clinically relevant allergens confirmed by testing, and some medication, pregnancy, immune, asthma, anaphylaxis, and eosinophilic-esophagitis histories can affect candidacy or route selection. See sensitization context in [11] and the 2024 AAO-HNSF inhalant immunotherapy guideline. 15M = 43.5M x 34.35% Census $145K+ household-income share, or about 14.9M rounded to 15M. 100K active subscribers = $10M MRR / $100 monthly subscription. $120M annualized revenue = $10M MRR x 12 months. 0.12% = 100K / 82.8M. About one in 830 = 82.8M / 100K. 208K = $250M / ($100 monthly subscription x 12 months). 0.25% = 208K / 82.8M. About one in 400 = 82.8M / 208K.

[M]

Company model inputs and course estimates: $100/month price, about $40/month service cost, $250 launch CAC, mature underlying CAC modeled toward about $200, 60% launch gross margin, gross margin path toward 70% by Year 3 and 75% past Year 5 at scale, operating costs modeled at 30% of revenue, 80% year-one retention, a 75% source four-year completion benchmark discounted to 65% for the DTC case, roughly 0.9% average monthly attrition over the four-year protocol, protocol-weighted model of about 36.9 retained treatment months before post-protocol maintenance upside, about $2,214 gross profit before acquisition cost in the launch case, 8.9x launch gross-profit LTV/CAC, 4.2-month launch gross payback and about 3.3-month mature gross payback. Cash left after service and operating costs is about $30/month, implying about 8.3-month cash payback at $250 CAC and 6.7-month cash payback at mature ~$200 CAC. The capital plan has two stages: $500K at month zero plus $2M at month six for $2.5M of launch capital, followed by a target $25M growth round once the system is repeatable. The first $500K case assumes about $250K goes to acquisition, or roughly 1,000 customers at $250 CAC. The cumulative $2.5M launch case reserves capital for operations and models roughly 6,000 total customers. The $25M round equals 100,000 gross acquisitions at $250 CAC or 125,000 at mature ~$200 CAC if every dollar went to acquisition; these are acquisition-equivalent figures, not an active-subscriber forecast. The operating plan also allows for reserves, timing, churn, and reinvested customer cash, with a Year 3 target of about $10M MRR, $120M annualized revenue, and 100K active subscribers. The $250M annualized / 208K active-subscriber case is longer-term scale upside and is not presented as the direct day-one purchase capacity of the $25M round. The illustrative IRR framework treats the first $2.5M of launch capital as invested upfront, assumes a Year 3 exit, and assumes the $25M growth round dilutes early ownership to about 8%-12%. The on-page ~125%-160% IRR range rounds the 3.0x revenue case: $120M annualized revenue, $360M implied enterprise value, and 8%-12% ownership, producing about $28.8M-$43.2M of proceeds, or roughly 11.5x-17.3x over three years. Sensitivity context: at $120M annualized revenue, the 1.5x / 3.0x / 4.0x revenue cases imply $180M / $360M / $480M enterprise value. At 8%-12% ownership, those cases imply roughly 79%-105%, 126%-159%, and 149%-184% annual IRR, respectively. Other model support includes source protocol history, 3,000+ patients through the protocol, 0 reported adverse events in company records, market-funnel assumptions used in the funnel math, and final valuation and financing terms left TBD.