Unfabled Pitch Deck: All 10 Slides + Teardown

Unfabled Pitch Deck Analysis

Unfabled’s 10-slide deck is a study in modern, community-driven healthcare commerce. Raising $1.6M in a Seed round in 2024 (as reported by Business Insider), the London-based startup uses this presentation to bridge the gap between a lifestyle brand and a data-driven health platform. The deck is visually cohesive, utilizing a warm, sunset-gradient palette that aligns with the wellness sector while maintaining a professional, tech-forward feel.

Slide 1: Title Slide

The deck opens with a high-quality lifestyle image and the tagline "Transforming women’s health." It establishes the brand identity immediately: clean, modern, and focused on the individual. There are no metrics here, just a clear statement of intent.

Slide 2: The Problem

Slide 2 identifies the problem: "Women’s health: huge but fragmented." It uses a circular graphic to show the various stages of women's health—Menstruation, Hormone health, Pregnancy, Menopause, Contraceptives, and Sexual health. Centered in this graphic is a massive market validation figure: "$1T Women’s health market size, Global 2027," citing the FemTech Landscape Report 2021. The inclusion of an overwhelmed user looking at a smartphone effectively visualizes the "fragmentation" pain point.

Slide 3: The Solution

The solution is presented as an "AI-powered health platform that delivers curated & personalised solutions for women." The slide features a laptop mockup showing the Unfabled interface. Notable elements on the screen include a "Take our quiz" call to action and a list of symptoms the platform addresses, such as "Anxiety & Stress," "Bloating," "Endometriosis," and "PCOS." This slide moves the company from a general concept to a tangible product.

Slide 4: Personalization and Efficacy

Slide 4 dives deeper into the product's mechanics. It claims to offer solutions from "adolescence to menopause." Four key highlights are presented via mobile mockups: 350+ vetted products, proprietary personalization based on health and lifestyle data, a 30% buy-rate from the quiz, and a win in an "Innovate UK competition" to advance their proprietary AI. The 30% buy-rate is a standout metric, suggesting that their recommendation engine is highly effective at converting intent into sales.

Slide 5: Community and Social Proof

This slide focuses on traction and brand resonance. It features a collage of user-generated content and social media screenshots. The key figures are "50k in our community" and "40M reached by our content" across TikTok and Instagram. The slide explicitly states this is "Driving low CAC." The bottom of the slide is anchored by a row of prestigious media logos, including TechCrunch, The Guardian, Forbes, and Reuters, providing significant third-party validation.

Slide 6: Retention and Unit Economics

Slide 6 is perhaps the most important for a Seed investor. It focuses on "Repeat" behavior. It lists three metrics: 27% of orders are from repeat customers, repeat customer AOV is 45% higher, and 100% of repeat customers who received a recommendation tried something new. These metrics suggest that once a user enters the Unfabled ecosystem, they become more valuable over time, which is critical for the long-term sustainability of a commerce-heavy model.

Slide 7: Revenue Streams

Unfabled outlines a multi-pronged business model: D2C (Direct to Consumer), B2B2C (likely employee benefits or partnerships), and B2B (data or clinical insights). The slide uses a simple checkmark system to claim "Proven traction" across all three. While it doesn't provide specific revenue figures, it signals to investors that the company isn't just a shop, but a platform with multiple ways to monetize its data and user base.

Slide 8: The Vision and Roadmap

The vision slide projects the company's path through 2026. It starts with "Personalisation" in 2023, moves to "AI & data science" in 2024, "Global growth" in 2025, and culminates in "Pioneering data science & B2B growth" in 2026. This roadmap is essential because it justifies a tech valuation for what might otherwise look like a standard e-commerce business. It frames the current commerce activity as a data-gathering exercise for a larger B2B play.

Slide 9: The Team and Investors

The team slide features Founder & CEO Hannah Samano, highlighting her experience at Unilever and Kasha. The supporting team includes leads for Operations, Clinical, Brand, and Tech & Data. The bottom half of the slide is a "who's who" of venture capital, featuring logos for Atomico, Sequoia, Reckitt, and Morgan Stanley. For a Seed round, this level of institutional backing is an incredibly strong signal of credibility.

Slide 10: Closing

The deck ends with a simple "Thank you" and contact information. It repeats the mission: "Transform women’s health with us."

What Unfabled Does Well

Visual Storytelling: The deck is beautiful. It uses high-quality imagery that reflects its target demographic without feeling clinical or sterile. The consistent branding makes the company feel larger and more established than a typical Seed-stage startup.

Metric Selection: Instead of just showing total sales, Unfabled focuses on "quality" metrics like quiz conversion (30%) and repeat AOV (45% higher). These metrics prove that the "AI-powered personalization" isn't just a buzzword—it's actually driving user behavior.

Market Positioning: By citing the $1T market size and showing a roadmap that ends in B2B data science, the founders successfully pivot the conversation away from "we sell vitamins and tampons" to "we are the data layer for women's health."

What is Missing from the Deck

The Ask: The most glaring omission is a slide detailing the investment opportunity. While we know from external reports that they raised $1.6M, the deck itself does not state how much they are looking for, the valuation, or how the funds will be allocated (e.g., 40% engineering, 30% marketing). This is common in "teaser" decks but usually present in full pitch decks.

Financials: There are no charts showing revenue growth over time, burn rate, or margins. While the repeat customer metrics are excellent, investors eventually need to see the raw numbers to understand the scale of the business.

Competitive Landscape: The deck does not include a competitive matrix. The women's health space is crowded with both D2C brands and clinical platforms. Explaining how Unfabled sits between a brand like Flo (tracking) and a brand like Hims/Hers (telehealth/commerce) would have added clarity.

What Other Founders Should Copy

The Quiz Conversion Metric: If your product involves a diagnostic or onboarding flow, follow Unfabled’s lead by highlighting the conversion rate from that flow. It is the strongest proof that your "personalization" works.

The Roadmap as a Valuation Driver: Use your roadmap to show how you move from a low-multiple business (like e-commerce) to a high-multiple business (like SaaS or Data). Unfabled’s transition from "Personalisation" to "Data Science" is a textbook example of this.

Social Proof Integration: Don't just list press logos; show the content that earned the press. Slide 5’s mix of user photos and media logos creates a sense of "inevitable momentum" that is very attractive to Seed investors.