Tackling Junk food, This Start-Up Created The First Intelligent Nutrition Platform

The Exception Magazine recently connected with Fitly’s founder and CEO, Anthony Ortiz on the growth of his start-up.


Company Name

Fitly Inc.


Investors and total raised 

$1.5M to-date from Institutions, private investors, debt financing

Office location

Philadelphia, Los Angeles

Employee count



The Exception Interview

How would you describe your company and its product to someone who has never heard of it?

Fitly is a two-time Digital Health award winner with a proven track record for vetted technological innovation. Backed by the finest medical, research, and financial institutions in the U.S. such as Penn Medicine, University City Science Center, and Ben Franklin Technology Partners, Fitly is creating a new category in healthcare they like to call “Culinary Medicine”.

Fitly’s first product, SmartPlate, uses A.I. to automatically analyze a user’s entire meal with the highest degree of accuracy. The company’s patented technology deploys computer vision, deep learning, and proprietary image recognition techniques to identify and weigh everything from single foods to prepared meals within seconds.

How did you come up with the idea for your company? How did you validate the concept early on?

Founder Anthony Ortiz almost lost his father due to a heart condition a few years ago. Learning that his condition could have been prevented through simple diet changes, Anthony knew he had to do something about it. For his father and for the sake of millions of others like him who need to lead a healthier lifestyle, lose a few pounds, or manage a dietary condition.

What does your ideal customer look like?

We’ve identified three types of customers:
1. Health Generalists: cares about cost effectiveness, convenience, reasonable accuracy
2. Health Conscious: cares about precision, nutrition accuracy, achieving goals fast
3. Clinical Focus: cares about high precision, medical device integration, macronutrient and micronutrient tracking

Where would you like to see your company in 5 years?

We’d like to have millions of users and launching of our pipeline products, we have several.

What broader trends are driving interest in the food tech sector?

We are at the intersection of internet of things, A.I, and mobile health. These technologies are rapidly changing the landscape of the food tech sector.
What excites you personally about working in food tech?

Everyday people make 200+ food decisions that has a dramatic impact on their lives. We believe that good health and disease prevention can be achieved through smart eating.

Do you believe your city/state supports its food tech startups?

Absolutely! Philly is famous for its food culture!

What other companies or founders do you follow for inspiration or advice?

Sir Richard Branson.

What words of wisdom would you like to share with the next generation of food tech CEOs?

Take risks.
What are the biggest risks for your business in 2017?
We are a hardware and software solution. Hardware products are high risk and prone to delays, defects etc. We have a wonderful manufacturing partner, Arrow Electronics that manages these risks very well.