SaaS-Based Personalized Health Optimization Platform
A digital HealthTech ecosystem that combines at-home testing, wearable data, lab integrations, AI-driven health insights, nutrition, fitness, and SaaS functionality to help users improve their wellbeing through personalized, data-based recommendations.
Industry
HealthTech
Team
8 members
Started in
2022
Country
UK
25%
increase in retention by daily engagement
15%
infrastructure cost reduction between phases
10
diverse health data sources connected
About Our Client
OptimallyMe is a UK-based HealthTech startup in the preventive wellness segment. Its product brings blood test results, DNA data, skin analysis, wearable metrics, and lifestyle inputs into one platform.
Before OptimallyMe, customers held essential health data in separate places with no shared interpretation. The product unifies those inputs and pairs them with doctor-validated guidance, with a SaaS layer that lets wellness organizations run the same product under their own brand.
Client’s Business Goals
OptimallyMe came to Cleveroad after a previous vendor engagement stalled. Stakeholders had stopped receiving regular updates, scope drift had set in, and the product had not reached release. The client needed a partner who could re-establish predictable communication, take ownership of architecture decisions, and deliver a multi-phase product against a fixed market window. The team set the following priorities:
Reach market within 9 months with a working consumer product that the team could put in front of paying users and use to validate the next funding cycle.
Process UK medical data under GDPR, the UK Data Protection Act, and ICO expectations — including end-to-end encryption, role-based access, audit logging, and a doctor-in-the-loop review model for AI-generated health output.
Choose an architecture prepared for future SaaS expansion, allowing partner organizations to run their own branded instance with configurable biomarkers, recommendations, and email templates — with near-zero engineering cost per partner.
Cooperation Process and Outcomes
We built the cooperation around a phased approach with strong communication discipline at the center. The work started with Discovery to clarify the product vision, define business logic, and align technical requirements. The project then ran through two development phases, with the client choosing to return for Phase 2 after evaluating Phase 1 in the market.
Planning Stage
The project started with a Discovery phase where we analyzed the client’s business idea, product requirements, user flows, and integration needs. Since the UI designs were created by a third-party agency, our business analysts also reviewed them from a product-logic perspective to ensure the future system would work as expected.
Collaboration was organized through clear communication workflows and a RACI matrix. This helped align the client’s stakeholders, the design agency, and Cleveroad’s development team, reducing delays and maintaining clear lines of responsibility.
Discovery ended with a fixed Phase 1 scope, a costed estimate, an architecture diagram the client could share with investors, and a written communication contract. The client signed Phase 1 with no remaining open questions on scope or technical approach.
Key Discovery Phase deliverables included:
- Business logic diagrams
- Feature Breakdown List (FBL)
- Quality Attribute Scenarios from the workshop
- AWS serverless architecture solution
- Scope estimation
- Prioritization and versioning plan
- RACI matrix and communication workflow
Development in Detail
The development process was carried out in two main phases. In the first phase, we built the platform’s core functionality and laid the foundation for personalized health insights. In the second, we expanded the system with advanced wellness modules, wearable integrations, admin functionality, and SaaS capabilities.
1st phase - Developing the presentation system’s MVP
- Phase 1 focused on creating the first MVP of OptimallyMe. The main objective was to deliver the core product functionality and integrate diverse health data sources, including lab results, DNA-related data, skin analysis, manual uploads, and lifestyle self-assessments, into a single experience.
- Our engineers implemented the core web and mobile architecture, customer dashboard, user onboarding, and health data processing logic. We also integrated third-party lab results using the HL7 standard, allowing medical test data to be received and used in personalized recommendations.
- The platform also included manual upload of lab results, enabling users to add test results from other laboratories. The inclusion of such functionality helped create a more complete health profile and supported additional features, such as GP Health Report generation and personalization.
By the end of the 9-month Phase 1, OptimallyMe released a market-ready MVP with 10 connected health data sources, sex-specific blood panels with adjusted reference ranges, biomarker history charts, doctor-validated AI reports, skin analysis output, and PDF export functionality, enabling users to share results with their personal physicians.
After the MVP release, our client paused active development to evaluate market response, and later returned to Cleveroad for Phase 2, focused on expanding OptimallyMe into a broader wellness ecosystem.
2nd phase - Expanding the system’s functionality
- The second phase focused on turning OptimallyMe into a broader wellness ecosystem. We expanded the platform with advanced functionality covering nutrition, fitness, connected devices, content management, Shopify-based e-commerce integration, and more advanced admin capabilities.
- We implemented personalized meal plans, recipe recommendations, food tracking, water tracking, and fitness programs based on their onboarding data and user segments. The nutrition module supported 1,000+ validated recipes and food items with pre-calculated calorie counts.
- We also developed SaaS-oriented functionality for organizations. Each organization could manage its own users, biomarkers, recommendations, branding, UI settings, policy links, and email templates. This helped the client prepare the product for future B2B and B2B2C platform growth.
Product Essentials
The product was designed as a modular HealthTech ecosystem, with each module supporting a different part of the personalized wellness journey. Together, these modules help users collect health data, understand their results, receive recommendations, and follow daily wellness plans.
Customer Dashboard
Customer Dashboard
The customer dashboard serves as the central point for personalized health insights. It was designed to bring together data from lab tests, DNA results, skin analysis, wearable devices, lifestyle self-assessments, and personalized recommendations into a single, clear interface.
- Personalized dashboard widgets allow users to choose which health indicators to see first, making the experience more relevant to their goals.
- Connected device results help users track activity, sleep, and other wellness metrics received from smart devices and health apps.
- Biomarker visualization makes complex lab results easier to review and understand without switching between disconnected reports.
- Dashboard customization allows users to reorder widgets, collapse the heatmap, and adapt the interface to their personal health priorities.
Health Data
Health Data
The health results module was developed to collect, process, and display medical test data from multiple sources, while the AI-driven GP Health Report transforms this data into clear, structured health insights, helping users better understand their results and enabling more accurate, personalized analysis.
- HL7 v2.x lab feeds over sFTP map third-party UK laboratory results to OptimallyMe's biomarker library, with sex-specific blood panels and adjusted reference ranges by user profile.
- DNA methylation analysis and Haut.ai skin assessments feed the same data model, so the personalized recommendation engine works across blood, genetic, and skin inputs.
- AI-generated GP Health Report runs against a structured prompt grounded in the user's full data set and is entered into a doctor review queue. A registered GP edits, approves, or rejects before release.
- Manual lab upload, PDF export, and full audit logging cover non-integrated providers, physician sharing, and traceability for every report.
Nutrition & Fitness
Nutrition & Fitness
The nutrition module was developed to help users follow personalized food programs based on their onboarding data, health profile, goals, and user segments. It supports everyday wellness through structured meal planning and nutrition tracking.
The fitness module was built to provide users with personalized workout programs that support their health goals and daily routines. It helps users follow structured activity plans without needing separate fitness tools.
Connected Devices
Connected Devices
The connected devices module was developed to bring wearable and mobile health data into the platform. It helps users connect daily lifestyle patterns with biomarkers and other health indicators.
- Wearable integrations allow users to connect smartwatches, smart rings, and other supported health devices through the mobile app.
- Health app synchronization supports services such as Apple Health, Samsung Health, Oura, and Garmin.
- Activity and biomarker correlation allows users to compare health indicators with lifestyle data, such as vitamin levels and physical activity.
- Tracking selected biomarkers helps users focus on the specific health metrics they care about most.
Admin Panel
Admin Panel
The admin panel serves as the central management space for the platform team. It was designed to control customer data, content, programs, recommendations, and operational logic across the OptimallyMe ecosystem.
- Customer management allows admins to review user lists, customer details, and customer-related health attributes.
- Recipes and food management help admins create recipes, organize foods into ingredient groups, assign allergens, and manage nutrition data.
- Fitness management allows admins to create exercises, build workouts, upload videos, set weekly programs, and assign them to specific user segments.
- Content management enables admins to create and manage articles, videos, content types, user groups, and content placement inside the app.
SaaS Management
SaaS Management
The SaaS management functionality was developed to prepare OptimallyMe for multi-organization use. It allows different organizations to use the platform for their own customers while keeping individual settings, branding, and health logic.
- Organization management allows admins to create and manage organizations with their own user base, biomarkers, and recommendations.
- General customization settings let each organization upload logos, adjust colors for light and dark modes, and add links to terms and policies.
- UI settings allow organizations to customize colors for specific pages, including text, buttons, links, and dashboard indicators.
- Email settings enable customization of email templates used for organization-specific user communication.
Tech Stack
We used a modern and flexible technology stack to implement all the required functionality, support secure health data processing, and ensure scalability
Frontend
Web
React
Redux
Skote UI
Mobile
Flutter
Backend & Infrastructure
Data & Cloud
MySQL
Redis
AWS
Application
Node JS
Third-party integrations
HL7
sFTP
Shopify
Oura
Garmin
Samsung Health
Skin analysis
Apple Health
Value for Our Client
9-month delivery enabled early market test
Cleveroad delivered Phase 1 in 9 months, as it was planned initially. The client put a working HealthTech platform in front of paying users and let market signals shape the roadmap before the next investment cycle. The client then returned for a 24-month Phase 2 only after Phase 1 had proven itself. Each major scope decision was based on evidence from real users, reducing product risk during a critical early-stage period.
SaaS expansion opened new revenue streams
A multi-tenant SaaS layer enabled OptimallyMe to sell to wellness organizations, gyms, corporate health programs, and clinics. Each partner runs its own branded version on the same codebase, which gives the client a recurring revenue stream alongside the direct-to-consumer business. Branding, biomarker libraries, and email templates serve as configuration, so new partners launch without engineering.
Daily engagement raised retention by 25%
Phase 2 added nutrition plans, fitness programs, food and water tracking, educational content, and wearable integrations. After launch, user retention increased by 25%. OptimallyMe shifted from a one-off testing service into a daily wellness tool. Users now interact with the platform across deep progress tracking, which gives the client a stronger retention model and higher recurring revenue per user.
Multi-tenant architecture lowered cost
The architecture absorbed new modules without rebuilds. The admin panel now manages partner organizations and end customers from a single back office with the same operations team. Infrastructure cost per active user dropped 15% despite adding nutrition, fitness, content management, and Shopify-based e-commerce, while development spend focused on new functionality instead of rework.
Our Clients Say
United Kingdom“I’m most impressed with Cleveroad’s professional team structure. I have experience working in software development, and Cleveroad has a well-structured team.”