Skip to Main Content

In the fight to command the growing market for telehealth, Thirty Madison is staking out new terrain. Over the last year and a half, the 5-year-old digital health startup has been quietly planning to expand into sleep care with a new brand called River.

Thirty Madison has been challenged to distinguish itself from direct-to-consumer companies like Hims and Ro, which also provide a combination of digital pharmacy services and telehealth — often bolstered by significant advertising budgets. Its approach has been to build multiple “storefronts” that allow users to access providers who can prescribe medications and deliver follow-up care for different conditions: Keeps for hair loss, Picnic for allergies, Cove for migraine, and more. The company also acquired Nurx, which was originally focused on sexual and reproductive health, in a merger that closed this year.


River, which is still in development, would represent a continuation of that strategy for the company, with services targeted at “a variety of sleep conditions” that could include obstructive sleep apnea, insomnia, and sleep deprivation, according to pre-launch websites accessed by STAT. Chronic sleep problems affect about 70 million adults in the United States, including more than 30 million with insomnia.

Unlock this article by subscribing to STAT+ and enjoy your first 30 days free!


Create a display name to comment

This name will appear with your comment

There was an error saving your display name. Please check and try again.