Neko Health lands in US, Ek’s $700M bet on body scans tests market

Daniel Ek’s full-body scanning startup Neko Health has reportedly opened its first US location, marking a potential inflection point for the company’s ambitious expansion plans. While details remain scarce, an investor in the company suggested to a media outlet that the move is underway, though Neko itself has not confirmed it.

The US launch, if confirmed, would represent a critical test for the startup’s business model. In Europe, preventative health services often operate under different regulatory and reimbursement conditions, where such offerings may face fewer barriers to adoption. The US market, by contrast, presents a more complex landscape, with stricter reimbursement pathways and a less established cultural appetite for routine, non-diagnostic imaging. Some industry observers speculate that Neko may initially target high-net-worth individuals or corporate wellness programs—a common entry strategy for European health-tech startups expanding into the US.

The $700 million round Ek secured last month, as reported by a major tech publication, underscored the company’s aggressive growth ambitions. While most preventative health startups remain in early stages, Neko’s substantial funding suggests confidence in its ability to scale. However, the capital also raises the stakes: a misstep in the US could prompt questions about the viability of preventative health as a venture-scale category.

Ek’s involvement adds another layer of scrutiny. Unlike Spotify, which benefited from a clear subscription model and broad addressable market, Neko’s revenue strategy relies on recurring scans—a proposition that remains unproven at scale. Early adopters in Europe may not reflect US demographics, and the company’s ability to attract a broader customer base is still uncertain.

The US market also presents competitive challenges. Several startups have already established a foothold in full-body scanning, with deeper experience navigating local regulations. Neko’s European track record could be an asset, but it may also face skepticism from US providers and insurers unfamiliar with its approach.

The success of Neko’s expansion will likely hinge on two key questions. First, can it secure partnerships with insurers or employers to make its services more accessible? Without such arrangements, the model may remain limited to cash-paying customers, a segment that, while growing, is still relatively small. Second, will the scans demonstrate enough clinical value to justify their cost? While early indications from Europe appear promising, US stakeholders may demand more rigorous evidence before embracing the model.

Ek’s bet reflects a broader belief that preventative health could be the next major frontier in consumer healthcare. The US expansion, if successful, could reshape how people approach routine health screenings. If it falters, however, the $700 million investment may serve as a cautionary tale about the challenges of scaling European health-tech models abroad.

Sources: techcrunch.com