A new biotechnology and wellbeing website, iamYiam.com, made its debut last week with a launch party at London’s Victoria & Albert Museum. The company has an aim to change the face of the wellness industry – and an ambitious goal of enhancing the health and wellbeing of one billion people by 2025.

“While the wellbeing industry is huge...what is holding it back is the perceived sense of intangible benefits, an esoteric feel, a missing standard of quality and a very fragmented approach to access,” said Lorena Puica, founder and CEO.

The company pitches itself as the ‘Airbnb of Natural Health Experiences,’ and brings leading practitioners of natural health – such as yoga, Pilates, acupuncture and reflexology – together with consumers, helping people choose the most appropriate experiences for their needs and goals. It has launched in London, but has plans to expand internationally later this year.

Wellbeing plans and advice are tailored to clients’ needs based on genetic profiling, scientific recommendations and individual wellbeing goals.

Customers can order a genetic profiling package online to fine-tune their biometrically balanced plan and then book the recommended experiences, and will also receive a personalised nutrition plan.

The company has built an algorithm based on more than 120,000 academic research papers and genetic markers, which helps pinpoint therapists best suited to an individual, depending on their requirements – whether it’s sleeping better, reducing anxiety, lowering stress, recovering from injury or enhancing overall wellbeing.

Consumers can also watch a one-minute video from each of the hand-picked practitioners before booking an appointment.

Puica is herself a natural health advocate who was unable to treat a thyroid problem with traditional Western medicine, and was turned on to natural health therapies, including yoga, meditation, ayurvedic massage, and more.

After two years, she regulated her thyroid through natural practices, and then asked herself: “What can I do that has a positive impact on our society and our ecosystem,” she said.

Puica said she saw several challenges in the wellness industry that she’s tried to tackle: fragmentation, lack of quality standards and access.

“What (people) don’t have is time,” she said. “Time to research each of these therapies, time to determine which are the best, time to determine what are the best therapists in (their) area and what is their availability.”

IamYiam has put together a vetting practice in order to narrow the field of practitioners to only the best-in-class. In London, it narrowed down a pool of 6,000 practitioners to just 120.

“Our goal is to simplify your journey with natural health professionals,” explained Puica.