What is the primary product offered by iPlaysafe?

iPlaysafe offers a two-part solution: a CE-marked home STI testing kit and a medical-grade mobile application. As shown on Slide 8, the software allows users to track results and share a 'verified badge' with potential partners, aiming to remove the stigma and awkwardness associated with discussing sexual health.

How does iPlaysafe plan to make money?

According to Slide 17, the company has three revenue streams: direct B2C sales of testing kits and subscriptions, affiliate commissions from pharmacies for medication referrals, and partnerships with dating apps where users can link their verified health status directly to their dating profiles.

What regulatory standards does the company follow?

The deck emphasizes high regulatory hurdles on Slide 15, stating the solution is compliant with ISO 13485:2016 and IEC 62304. They also note they are 'EU-MDR Ready' for the May 2021 medical device regulations, a process they claim took 1.5 years to achieve.

What is the 'Badge Concept' mentioned in the deck?

Slide 19 explains a color-coded system to gamify sexual health. A green badge indicates a subscriber who tested negative within the last 6 months; a blue badge indicates a one-off negative test within 6 months; and a red badge indicates it has been more than 6 months since the last test.

Who are the key partners for iPlaysafe?

Slide 16 lists three critical partners: Viapath for laboratory integration and scientific expertise, Zendra Health for medical-grade software development, and MedDX for the supply and distribution of the physical testing kits.

iPlaysafe Pitch Deck (2019): 23-Slide Breakdown

See all 23 slides of the iPlaysafe pitch deck — a 2019 Angel deck — with a slide-by-slide teardown of what the deck does well and where it falls short.

iPlaysafe presents a dual-pronged solution to the rising rates of STIs: a physical home-testing kit and a digital platform for sharing verified results. The deck effectively uses a narrative approach to highlight the 'awkwardness' of sexual health conversations, positioning their app as a friction-reducing tool for the dating app era. With a clear focus on regulatory compliance (ISO 13485 and EU-MDR) and strategic partnerships with labs like Viapath, the company seeks to build trust in a sensitive market. While the deck is strong on product flow and branding, it leaves questions regarding the…

Key takeaways

The company identifies a massive market problem with 1 million STIs acquired daily worldwide (Slide 2).
iPlaysafe utilizes a 4-step process: order online, collect sample, lab processing, and sharing a verified badge (Slide 9).
The product is positioned as 'Medical-Grade Software' compliant with ISO 13485:2016 and IEC 62304 standards (Slide 15).
Market validation is provided by citing the revenue of competitors like Everlywell ($130M) and LetsGetChecked ($100M) (Slide 12).
The business model includes B2C sales, pharmacy affiliates, and dating app partnerships (Slide 17).
The 'Badge Concept' gamifies health by using color-coded indicators for testing frequency and results (Slide 19).
iPlaysafe is seeking an Angel Round to reach 20,000 transactions and £2M in revenue over 12 months (Slide 14).
The team includes a dedicated Medical Director and a Financial Advisor, alongside the co-founders (Slide 22).

The Narrative: From Awkwardness to Verification

iPlaysafe opens its 2020 pitch deck with a relatable narrative, a common tactic for consumer-facing apps. By introducing 'Conner and Eliza' on Slide 3, the deck moves from a global health statistic—1 million STIs daily—to a specific, personal friction point: the 'incredibly awkward' conversation about sexual health before intimacy (Slide 4). This sets the stage for a product that isn't just a medical tool, but a social facilitator.

The Problem and Market Landscape (Slides 1-6)

Slide 1 serves as a standard title page, establishing the brand's purple-and-teal color palette and the 'iPlaysafe App' logo. The contact information is clearly displayed.

Slide 2 introduces the macro problem. It cites that 1 million STIs are acquired daily and highlights 'Stigma' as the primary barrier to communication. This slide establishes the 'Why' behind the venture.

Slides 3 and 4 use a storyboard approach. They mention there are over 1,500 dating apps (Slide 3), framing the market as a high-volume environment where matches happen frequently, but health verification lags. Slide 4 explicitly labels the 'dilemma' of asking a partner about their status.

Slide 5 summarizes 'The Problem' into three pillars: the rise of STIs, the shame associated with testing, and the fact that existing brands are not designed for status sharing. This is a crucial distinction; iPlaysafe isn't just competing with labs, but with the lack of a sharing platform.

Slide 6 looks at 'The Landscape,' citing 'Zuckerberg’s Law' regarding the sharing generation. It also cleverly pivots to the COVID-19 pandemic, noting that the crisis normalized home testing kits and 'Track and Trace' technology, making the public more comfortable with digital health tracking.

The Solution and Product Deep-Dive (Slides 7-11)

Slide 7 introduces 'Our Solution.' It focuses on gamifying sexual health, providing a simple sharing solution, and integrating with existing dating apps. The goal is to change the 'dynamic of the conversation.'

Slide 8 shows the physical and digital components: the 'Medical Grade Software' and the 'home STI testing kit' which carries a CE Mark. This slide confirms that iPlaysafe is a full-stack health company, managing both the hardware (kits) and software (app).

Slide 9 outlines the '4-STEPS' of the user journey: Order, Collect/Return, Lab Processing, and Share. This is a standard flow for D2C health startups, but the fourth step—the 'verified badge'—is the company's unique value proposition.

Slides 10 and 11 provide more detail on the ordering and collection process. Slide 11 mentions that the box design was handled by Hudson Wright Easton to deliver an 'emotionally charged' and 'relevant' user experience, emphasizing that this is a lifestyle brand, not just a clinical one.

Market Validation and Business Strategy (Slides 12-14)

Slide 12 provides 'Market Validation' by listing successful peers. It cites Everlywell at $130M estimated annual revenue and LetsGetChecked at $100M. This demonstrates that investors have already backed the home-testing model, though iPlaysafe adds a social layer those competitors lack.

Slide 13 details the 'Go-to-Market Strategy.' It is divided into four goals: launching in the UK with API connections to pharmacies, connecting with dating apps, expanding to the EU (Spain, France, Italy, Germany), and finally a USA launch focused on NYC and California.

Slide 14 is the 'Financial' slide. The company states they are looking for '12 months financing to reach 20K transactions.' They project £2M in revenue over 12 months based on an 'avg. fee £99 per box.' This is the first mention of an 'Angel Round' and specific revenue targets.

Competitive Advantages and Partnerships (Slides 15-18)

Slide 15 focuses on 'Competitive Advantages.' The most significant points here are the regulatory milestones: ISO 13485:2016 and IEC 62304 compliance. They claim this took 1.5 years to achieve, suggesting a significant 'moat' against fast-following competitors.

Slide 16 lists 'Our Partners.' These are not just logos but functional integrations: Viapath (labs), Zendra Health (software development), and MedDX (distribution). This slide is intended to de-risk the operational side of the business for investors.

Slide 17 breaks down the 'Revenue Stream.' It includes B2C (kits and subscriptions), Affiliates (pharmacies), and Partnerships (dating apps). This multi-channel approach suggests they aren't solely reliant on individual kit sales.

Slide 18 is a 'Before and After' comparison. It contrasts a paper lab report from 2011 with the iPlaysafe digital badge in 2021, visually reinforcing the modernization of the industry.

The App Experience and Team (Slides 19-23)

Slide 19 explains 'The Badge Concept.' It details the color-coded system (Green, Blue, Red) based on testing frequency and results. This is the core of their 'gamification' strategy.

Slide 20 shows the 'Tracking Test Results' interface. It lists specific tests like Chlamydia, Gonorrhoea, and HIV 1/2, showing a 'Not Detected' status. It also mentions a 'dedicated medical team' for support.

Slide 21 returns to the 'Sample Collection' phase with a focus on the user experience, reiterating the 'convenient' and 'pre-paid' nature of the service.

Slide 22 introduces 'Our Team.' It features Georgia Di Mattos (CEO), Bianca Dunne (CIO), Dr. Rupert Wharton (Medical Director), Ulf Ek (Financial Advisor), and Richard Bull (CTO). The inclusion of a Medical Director is essential for a health-tech pitch.

Slide 23 concludes with a vision statement: "We are the future of sex, health and technology," accompanied by various press and incubator logos including EU-Startups and Netdoctor.

What Works in This Deck

Regulatory Transparency: Citing specific ISO and IEC standards (Slide 15) provides immediate credibility in a sector where 'wellness' apps often dodge medical scrutiny. · Clear Monetization: The £99 per box figure (Slide 14) and the three-pronged revenue model (Slide 17) give a clear picture of how the business scales. · Narrative Flow: The deck follows a logical path from a global problem to a personal story, then to a technical solution and market validation. · Partnership Strength: By naming Viapath and MedDX (Slide 16), the founders show they have solved the 'unsexy' parts of the business—logistics and lab capacity.

What is Missing

Unit Economics: While the £99 price point is mentioned, there is no breakdown of COGS (Cost of Goods Sold). Investors would want to know the margin after lab fees, shipping, and kit manufacturing. · Customer Acquisition Cost (CAC): There is no mention of how much it costs to acquire a user. In a crowded dating/health market, CAC is often the silent killer of startups. · Dating App Traction: The deck mentions 'connecting API with dating apps' as a goal (Slide 13), but doesn't list any signed LOIs (Letters of Intent) or pilot programs with specific platforms. · Data Privacy: For an app handling sensitive STI data, a dedicated slide on data encryption, HIPAA/GDPR compliance, and server security is a notable omission.

What a Founder Should Copy

The 'Landscape' Pivot: Using a global event (COVID-19) to explain why consumer behavior has changed (Slide 6) is a powerful way to argue for 'Why Now.' · The Badge System: Visualizing the product's output (Slide 19) helps investors understand the 'viral loop' or sharing mechanism of the app immediately. · Competitor Revenue Benchmarking: Instead of just listing names, providing the estimated revenue of competitors (Slide 12) proves the size of the 'prize' and validates the business model.

Frequently asked questions

What is the primary product offered by iPlaysafe?: iPlaysafe offers a two-part solution: a CE-marked home STI testing kit and a medical-grade mobile application. As shown on Slide 8, the software allows users to track results and share a 'verified badge' with potential partners, aiming to remove the stigma and awkwardness associated with discussing sexual health.
How does iPlaysafe plan to make money?: According to Slide 17, the company has three revenue streams: direct B2C sales of testing kits and subscriptions, affiliate commissions from pharmacies for medication referrals, and partnerships with dating apps where users can link their verified health status directly to their dating profiles.
What regulatory standards does the company follow?: The deck emphasizes high regulatory hurdles on Slide 15, stating the solution is compliant with ISO 13485:2016 and IEC 62304. They also note they are 'EU-MDR Ready' for the May 2021 medical device regulations, a process they claim took 1.5 years to achieve.
What is the 'Badge Concept' mentioned in the deck?: Slide 19 explains a color-coded system to gamify sexual health. A green badge indicates a subscriber who tested negative within the last 6 months; a blue badge indicates a one-off negative test within 6 months; and a red badge indicates it has been more than 6 months since the last test.
Who are the key partners for iPlaysafe?: Slide 16 lists three critical partners: Viapath for laboratory integration and scientific expertise, Zendra Health for medical-grade software development, and MedDX for the supply and distribution of the physical testing kits.

Cover slide of the iPlaysafe pitch deck — Angel 2019 — iPlaysafe pitch deck, slide 1 (2019)

iPlaysafe pitch deck: the facts

Company: iPlaysafe
Year: 2019
Stage: Angel
Slides: 23
Sector: Health Tech / Dating
Deck type: Pitch Deck
Headquarters: United Kingdom

iPlaysafe pitch deck PDF

The full iPlaysafe deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the iPlaySafe pitch deck was used for

This is iPlaySafe’s 23‑slide pitch deck from 2019 used at the angel/seed stage to raise around $1 million for a sexual‑health tech platform that combines home STI testing kits with a verified digital status badge. The deck frames the product as a response to rising STI rates and the stigma of asking partners about sexual health, leveraging trends like the sharing generation, dating apps, and later COVID‑era health tracking to normalize digital status sharing. It presents a medical‑grade app plus CE‑marked home test kit workflow: order a kit, collect samples, lab processing, then sharing a verified badge through the app or on compatible profiles. At the time of the deck, the company had not yet widely launched; subsequent sources show launch in the UK around late 2021 and later evolution and partnerships.

Business model: Direct-to-consumer and B2B sexual health platform combining home STI test kits with a mobile app that logs verified lab results and lets users share a status badge with partners and, in some cases, integrate with dating apps.

Round: Seed / Angel
Year: 2020
Raised: Approximately $1,000,000 seed/angel round reported in 2020.
Founded: 2019
Founders: Georgia Di Mattos, Bianca Dunne
Headquarters: London, United Kingdom
Industry: Sexual health / Health Tech / Sextech
Total funding: Approximately $1 million seed funding reported in 2020.

Use of funds as presented: To develop and launch the iPlaySafe home STI testing kit and medical‑grade app, scale operations, and pursue integrations or partnerships that would normalize sharing verified sexual‑health status.

What happened after the iPlaySafe deck

iPlaySafe evolved from a paid home STI testing and badge‑sharing app funded by a reported $1m seed/angel round into a UK‑launched sexual‑health platform with a major lab partnership and, eventually, a rebranded and more accessible service (Zults) connected to NHS‑linked providers.

Founded in 2019 by Georgia Di Mattos and Bianca Dunne in London.
Developed and launched the iPlaySafe app with home STI testing and verified status‑sharing, available on iOS and later A
Secured approximately $1 million in seed/angel funding around 2020 using the 2019 pitch deck.
Launched the app and service in the UK and gained media coverage in outlets such as Sextechguide and the Irish Examiner,
Formed a partnership with Preventx in 2022 to expand access to reliable, fast STI testing and integrate medical support,
Rebranded the iPlaySafe service to Zults in 2024, transitioning to a free app and free STI home testing kit model linked

What the iPlaySafe deck got right

Strong problem framing combining data and human story. The deck addresses a clearly documented global problem—rising STI incidence and stigma around discussing sexual health—using both statistics (one million new infections per day) and a relatable narrative about the awkwardness of asking a partner’s status.
Compelling, easy‑to‑grasp solution with a unique "badge". iPlaySafe’s proposed solution integrates a CE‑marked home testing kit with a medical‑grade app that produces a simple, shareable badge, turning complex lab processes into a user‑friendly digital artifact designed for dating and social contexts.
Excellent use of macro trends to justify timing. The landscape slide ties the product to powerful macro trends—sharing generation behavior, proliferation of dating apps, and later COVID‑driven normalization of home testing and health‑status sharing—providing a clear timing rationale for investors.
Behavior‑design focus via gamification and repeat testing. The deck emphasizes gamification and frequent testing, suggesting a model where users are motivated to stay on top of their sexual health and repeatedly engage with the app, which can support recurring revenue and data‑driven features.
Credible team and validation through later partnerships. Founders’ backgrounds (medical imaging and design/architecture) and later partnerships with established testing provider Preventx help reinforce credibility in both clinical quality and user experience, supporting the deck’s claims of a medical‑grade yet consumer‑friendly service.
Post‑deck execution that supports the original narrative. Subsequent press, app‑store presence, and the later rebrand to Zults demonstrate that the vision laid out in the 2019 deck translated into a launched product and evolved business model, which retrospectively validates many of the original strategic assumptions.

What could have been stronger

Limited visible traction at time of deck. The deck leans heavily on macro trends (sharing generation, dating apps, COVID‑era tracking) and the emotional problem of stigma, but publicly available excerpts do not show concrete traction metrics (user numbers, pilots with dating apps, revenue) that would validate early adoption at the time of fundraising.
Dating‑app integration presented as vision more than evidenced partnerships. Although the deck mentions seamless integration with dating apps and changing the dynamic of conversations via profile status sharing, external sources focus more on standalone app use and do not document signed integration deals during the early phase, making the platform‑ecosystem strategy appear aspirational rather than proven in this deck.
Weak quantitative market and unit economics detail in visible slides. The problem slides emphasize rising STI rates and stigma but, based on the text we have, do not quantify the addressable market or provide segmented customer economics (kit price, margin, repeat‑testing frequency) that investors would need to assess the business opportunity.
Limited clinical, regulatory, and data‑privacy detail in deck excerpts. The solution and landscape slides highlight convenience and gamification but offer little clinical or regulatory detail in the text we see (e.g., specifics on lab partners, medical oversight, data security), which are critical comfort factors in a regulated sexual‑health service.

How an investor would read this deck

What draws attention

Clear articulation of a widespread, emotionally resonant problem: rising STI incidence and the awkwardness and stigma of discussing sexual health with partners, supported by global STI incidence statistics.
Compelling solution narrative combining a CE‑marked home testing kit and medical‑grade app that produces a simple, shareable badge, aiming to create a new standard in intimate transparency.
Strong alignment with secular trends: growth of dating apps and hookup culture, the "sharing generation"’s comfort with digital disclosure, and later the normalization of health status tracking and home testing driven by COVID‑19.
Founders with relevant and complementary backgrounds (medical imaging and design/architecture) and a clear mission to change sexual‑health conversations.
Evidence of later execution: UK launch, partnership with Preventx, and media coverage, which retrospectively validates that the 2019 vision could be operationalized.

Risks that stand out

Regulatory and clinical risk from operating as a medical testing service handling blood and urine samples and delivering STI results; missteps in lab quality, oversight, or data protection could have severe consequences.
Behavioral and adoption risk: even with a slick app and badge, users and partners may be reluctant to share or rely on digital STI status, and real‑world sexual behavior may not change as much as the deck’s narrative assumes.
Platform‑dependence risk if the growth strategy relies on integrations with major dating apps, which can be slow to adopt third‑party health features or may change policies in ways that affect iPlaySafe’s visibility.
Competitive risk from broader sexual‑health providers and public services (e.g., NHS‑linked offerings) that can offer testing at lower or zero cost, potentially forcing iPlaySafe to pivot its pricing and brand, as later seen with the Zults rebrand.
Reputational and privacy risk inherent in storing and transmitting sensitive sexual‑health data; any breach or misuse could quickly undermine user trust and attract regulatory scrutiny.

Questions this deck invites

What exact investor(s) participated in the reported ~$1 million seed/angel round, and under what terms (valuation, instrument, key rights)? Public sources mention the amount but not the investor identities.
How many users and tests were completed in the first 12–24 months post‑fundraise, and what were retention and repeat‑testing rates? Later articles describe the service but do not provide detailed early cohort data.
What clinical governance, lab partnerships, and regulatory approvals (e.g., CE marking, data protection compliance) were in place at the time of the raise versus added later, and how were medical outcomes and false positives/negatives monit
How did unit economics evolve: kit price, lab cost, logistics, CAC through dating apps versus direct channels, and contribution margin per test, given that public coverage focuses more on user experience than hard financials?
What strategic rationale led to the later rebrand to Zults and shift to a free‑kit model with NHS‑linked services, and how did this impact the original investor cap table and business model envisioned in the 2019 deck?

What founders can take from the iPlaySafe deck

Anchoring a health‑tech pitch around an emotionally charged, socially awkward problem (discussing sexual health before intimacy) can make abstract public‑health statistics feel personally relevant to investors.
Combining a physical product (home testing kit) with a digital platform (app and badge) creates a defensible workflow that is harder to replicate than either component alone and can be clearly explained in deck narratives and process slides.
Explicitly tying a product to macro trends—here, dating apps, the sharing generation, and normalized health‑status tracking—helps investors see why the timing is right and how consumer behavior may support rapid adoption.
Storytelling through a user scenario (e.g., a date where one partner wants to ask about STI status but feels awkward) can humanize the problem slide and bridge into the solution, making technical features like badges and apps more intuitive.
Health‑tech pitches benefit from later demonstrating execution milestones (launch timing, partnerships like Preventx, media and app‑store presence) that validate the original deck narrative, showing investors that the proposed roadmap was credible.
Sextech and sexual‑health ventures may need to design not only for clinical efficacy but also for stigma reduction and shareability; the badge concept and emphasis on discreet packaging and digital sharing show how product design can tackle social barriers, not just medical ones.

iPlaySafe pitch deck: common questions

What does iPlaySafe do?

iPlaySafe is a London‑based sexual health startup founded in 2019 that offers a home STI testing kit and a medical‑grade app where users receive verified lab results and can share a digital status badge with potential partners.

How much money did iPlaySafe raise with this pitch deck?

According to Business Insider and other coverage, the 2019 iPlaySafe deck was used to secure about $1 million in seed/angel funding for the company’s STI home testing and status‑sharing app. Public databases also list a $1.0m seed round, though specific investor names are not disclosed.

How does the iPlaySafe testing and badge‑sharing process work?

The deck presents a workflow where users discreetly order a home STI kit, collect blood and urine samples, send them to a partner lab, then receive results in the iPlaySafe app as a verified "play badge" that can be shared privately or via dating profiles.

What was the product like at the time of the 2019 deck versus later?

Later sources describe the app being available on iOS and Android, with kits initially priced around £99 (later reduced) and processing times of roughly 2–5 working days, after which users can share a verified badge with partners. These details refine but are broadly consistent with the 2019 deck’s proposed solution.

What happened to iPlaySafe after this fundraising round?

Subsequent coverage shows iPlaySafe launching in the UK around late 2021, partnering with Preventx to expand access to reliable STI testing in 2022, and later rebranding the service and app as Zults in 2024. These events occurred after the fundraising period represented in the 2019 deck.

Sources

Funding and outcome facts on this page were researched on 2026-08-21 from the pages below.

iPlaysafe pitch deck slides

iPlaysafe pitch deck slide 1 of 23 — iPlaysafe pitch deck — slide 1 of 23

iPlaysafe pitch deck slide 2 of 23 — iPlaysafe pitch deck — slide 2 of 23

iPlaysafe pitch deck slide 3 of 23 — iPlaysafe pitch deck — slide 3 of 23

iPlaysafe pitch deck slide 4 of 23 — iPlaysafe pitch deck — slide 4 of 23

iPlaysafe pitch deck slide 5 of 23 — iPlaysafe pitch deck — slide 5 of 23

iPlaysafe pitch deck slide 6 of 23 — iPlaysafe pitch deck — slide 6 of 23

What each slide of the iPlaysafe pitch deck says

Slide 2

b 6 1 Million Every day, one million sexually transmitted infections (STs) are acquired worldwide and this number is rising. Stigma The stigma surrounding the conversation with a potential partner about their sexual health status is still the key reason people avoid asking.

Slide 3

he. 4 £ = BR L) oo Conner and Eliza mel on a af < dating app and agreed Lo go 7 F " ~~ onadale... - - ' — |“ ) it's a Match! A LB 4 { i @&D “hel Ri ALN So I There are now over 1,500 dating apps or J 4 websites to match them with one another.

Slide 4

The date went amazingly, and Conner and Eliza were keen to meet Eliza knew she wanted to be intimate with Conner, however she was faced with the same old dilemma... 'How do ask him about his sexual health?' Asking about a potential partner's sexual health is incredibly awkward...

Slide 5

b The Problem The rise of STI's Shame : m'tdulgmdfolduﬂnnm Every day, one million sexually People avoid getting tested because transmitted infections (STIs) are acquired they feel ull)mludﬂmlssﬁl Oohwmus have results but don't share with worldwide and this number is rising. stigma and awkwardness meham pmnuai partners because there is no STltesting. platform to do s0.

Slide 6

} The Landscape Sharing Generation, the most important trend COVID-189 « Covid-19 brought awareness of the convenience, safety and reliability of home testing kits. "The amount a user shares today is twice the amount they shared a year ago." « Sharing your health status electronically has become the 'new normal'. Covid-19 has normalised the use of Track and Trace technology to help tackle the spread of infectious disease. -Luckerberg's Law Dating Apps + Hookup Culture There are over 1,500 dating apps or websites looking to draw single people to their product, and to match them with one another,

Slide 7

S Our Solution [y Gamifying sexual health A simple sharing solution Seamlessly integrates with Motivating user to get tested Quick and easy functionality to existing dating apps frequently and keep on top of their request of share status between Partnering with iPlaySafe allows dati sexual health, users that will change the dynamic of a:pz?olgv: nser:ty}?: :p:tmi s:arneg the conversation about sexual health. their status on their profile.

Slide text above is read directly from the iPlaysafe deck PDF embedded on this page.