Curate Health

Tom Wallace, co-founder of Curate Health since July 2022. Before that he founded Vitamist (oral-spray supplements — Amazon, Boots, Revital, Lloyds), co-founded Monbelle (acquired), and held a shareholding in Vision Healthcare NV. So: a supplements-and-retail operator who has moved into regulated telehealth. He has sold a company and he has sold through Boots. He will not need the category explained to him.

That shapes the call. He knows distribution and he knows margin. What he is buying, if he buys, is creative throughput and a funnel layer he doesn't currently have — not education.

The headline finding isn't the ad count — it's that 23 creatives are 23 copy swaps inside one template. Same skeleton, same green, same weight of type, same button in the same corner. In a feed that reads as one ad shown twenty-three times.

Price is a real angle and it is clearly working for them — it is not the problem. The problem is that it's the only angle, and price is the one axis where a competitor can undercut you on a Tuesday afternoon. There's no second thing holding the account up.

Worth noting: their own /weight-loss page opens with “Weight is shaped by your biology, health history and lifestyle — not willpower alone.” That's a mechanism angle, it's good, and not one ad uses it.

Step 2 is the whole opportunity. Every pound of their paid traffic passes through a page that does nothing except collect a click. It's there for cover, and it's doing no selling.

Meanwhile they've built 47 articles at /health-hub across all five of their categories — genuinely decent SEO content — and zero paid traffic touches any of it. They already own the raw material for an editorial layer. They just never put it in the paid path.

Voy is the one to point at. They're running a structurally different game — nine creator handles posting paid partnership ads, a first-person celebrity advertorial as their single most-run destination, and landing pages split by funnel stage and audience. Curate is competing against that with one template and a price.

Eight statics, built today. Deliberately on their own strongest angles — price, no-subscription, switching — using only numbers published on their own site and in their own ad copy. The point isn't new messaging. The point is that the same argument has eight different visual grammars available to it, and they're using one.

All eight are built to the UK rules: no drug names, no “GLP-1”, no pens or vials, no before-and-afters, no weight claims.

1. Open with the count, not the critique. “You've got 67 ads live. They're 23 creatives, and they're one layout.” It's a fact, it's checkable, and it tells him in one sentence that you actually looked.
2. Give him the price point as a strength first. The anti-markup angle is genuinely good and it's clearly carrying the account. The risk is that it's the only leg the table has — and it's the leg a competitor can kick.
3. Point at the 18+ page. Every pound of paid traffic passes through a page that does no selling. That's the single highest-leverage thing on the table and it's a page they already control.
4. Point at the health hub. 47 articles, five categories, zero paid traffic. They've already paid to write the raw material for an editorial layer and never put it in the funnel.
5. Name Voy. Nine creator handles, a celebrity advertorial as their top destination, TOF/BOF and audience-split landers. That's what Curate is competing with, and it's a structural gap, not a budget one.
6. Ask about the other four categories. Their CSS ships a full design system for men's health, HRT, hair and nutrition. All five categories are live on site. All the paid spend is on weight loss. Ask whether that's deliberate.
7. Put the eight cards up last. Not as a pitch for a look — as proof of throughput. Same angles they already run, eight grammars, built in a day, compliant by construction.

• What's your blended CAC on weight loss right now, and where does it break?
• How many net-new creatives are you shipping a week, and who makes them?
• Is the 18+ interstitial a compliance requirement, or just how it got built?
• Who owns compliance sign-off on ad copy — in-house, or the superintendent pharmacist?
• Weight loss is all the spend. Is that a deliberate focus or a bandwidth ceiling?
• What happened with the Shopify landing pages you retired — did the custom funnel beat them?