Primary Care Player Forward Shuts Down Operations: What We Know So Far

Primary care startup Forward, known for its tech-driven approach to healthcare, announced on Wednesday it is shutting down operations, closing its physical locations, and canceling scheduled visits. The company, which launched in 2016 with the mission of making primary care more accessible and preventive, will also be shutting down its mobile app, effective immediately. Forward’s website post confirmed the news, though details on the next steps remain limited.

The company stated it will provide further information soon to help patients access their medical records and find alternative providers. “We know this news is abrupt, so we are committed to helping you navigate your care transition in the days to come,” Forward shared in its post, adding that while the app is no longer accessible, patients can reach their clinical team at [email protected] until December 13, 2024.

Reflecting on its journey, Forward noted, “Over the last 8 years, it’s been a privilege to provide the world’s best preventive care to our members. Thank you for being an integral part of our mission to help get the world one step closer to more affordable and accessible care.”

A Snapshot of Forward’s Rapid Growth

Founded by former Google executive Adrian Aoun, Forward launched with a unique cash-pay model, bypassing traditional insurance. The company rapidly gained momentum, raising $657 million to date and securing a $1 billion valuation in 2021. In recent years, Forward received backing from major investors, including Founders Fund, Khosla Ventures, and Salesforce’s Marc Benioff, as well as musician The Weekend.

However, some in the healthcare industry were cautious of Forward’s approach. Ali Hashemi, Co-Founder and CEO of hybrid healthcare metabolic disease platform meta[bolic], recalled his 2019 visit to Forward’s facility, saying, “I met the Forward founder and the company back in 2019. Toured the facility. Beautiful space. Nice fella. Got the full pitch. I won’t go into the somewhat tense exchange in the middle of that pitch, but it was clear to me then, as it appears to be clearer to investors and consumers now, that the ‘lipstick on a pig’ approach to innovation in healthcare just won’t earn the right to win. There was never any mention of outcomes. It appeared to me to be a repackaging of an existing, and flawed, way of the delivery and consumption of healthcare. ‘We sell you the same stuff, we just package it better.’”

In 2023, Forward introduced the innovative Forward CarePods—AI-powered kiosks designed for self-service health screenings and diagnostics. Initially deployed in locations like shopping malls, gyms, and offices across cities including San Francisco, New York, and Chicago, the CarePods were part of Forward’s ambitious plan to expand its reach.

The Unexpected Closure

Forward’s decision to close comes as a surprise, especially given the company’s recent funding rounds and expansion plans. Over its eight-year tenure, Forward established 19 locations staffed by over 100 primary care clinicians, aiming to make preventive healthcare more accessible.

While Forward has ceased operations, the company’s vision for tech-enabled primary care leaves a significant mark on the industry.

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