Andrew Reid has seen the supplements business from both sides, as a founder and as an operator inside a very large company, and he thinks the next step is personalisation that does not feel like homework.

Reid is the CEO of Claer AI. The product is an AI-driven supplement regimen builder that asks for your health profile, matches it against a large library of peer-reviewed studies, then turns the recommendations into a practical plan, starting with sachets you can mix, and aiming later at a single personalised powder. He describes it as using AI like a nutritionist, then following that logic through a supply chain he already knows well.

His origin story is straightforward. Reid says he built and sold a social media analytics company to Comscore, then later ended up running one of the world’s largest supplement companies as part of a small executive team. That role changed his view of supplements, not as gym culture products, but as widely applicable compounds with strong safety profiles and real evidence behind them. He uses his own experience as the hook, after adding basic products like protein and creatine, he says he saw a clear change in strength and mobility as he aged.

The gap he wants to fix is trust and confusion. Reid calls the industry large but fragmented, and he points to consumer confusion as a driver. His claim is that people do not stick with one brand because the space feels like a Wild West, and they worry about doing something wrong or wasting money. Claer’s AI is meant to create a long-term relationship that adapts over time, including using biometrics from wearables and adjusting the regimen so users do not have to think about it constantly.

The most concrete feature he described is interaction checking. A common fear is that a supplement will clash with a medication or another intervention. Reid says Claer uses a “currently updated” evidence base to flag these issues, and he thinks that capability has applications beyond supplements, especially anywhere medication regimens shift often.

On funding, Reid says the company started self-funded, went through the ERA accelerator in New York, and that the health tech environment is active enough that fundraising is not the core problem. He frames the business model as bundles with solid margins and higher cart values, plus better retention because of the personalised front end. He also splits the company into two stages, first prove the commerce and retention dynamics, then raise larger funding later to personalise the manufacturing itself and deliver the single powder vision.

Reid also made a broader point that fits the Innovators beat. He argues that AI lowers the cost of running an “antiquated” industry by replacing a stack of specialised SaaS tools across the whole value chain. He says that in his prior role he spent millions per year on specialised software, and he expects a large share of those tools to become unnecessary as teams build from basic AI primitives and open source components.