WellnessPay (Coulson Capital)
playerMedia & Managed Opposition
The Wellness Company's owner quietly built his own version of Truemed - the exact business his rival was pressuring him to sign up with.
Who they are
WellnessPay, a separate Florida company founded and chaired by Foster Coulson, who also founded The Wellness Company[1].[2][3][4][5]
What they do
The engine reads it as the reason the May 2025 fight happened at all: not two allies falling out, but two owners of the same business model.
How it works
It does what Truemed does. A doctor's note turns tax-free health-savings money into spending on supplements, gym gear and sleep tech - it even quotes the same $147 billion figure Truemed quotes and names Peloton, same as Truemed does. Its CEO came from Stripe; its board includes a ShipBob co-founder and the man behind Checkout Champ; its advisers include Jillian Michaels and Peter McCullough, who is also The Wellness Company's chief scientific officer. Its page for shops attacks an unnamed competitor in almost exactly the words Laura Loomer used against Truemed - doctors approving purchases off brief online forms, 'a mass-produced prescription mill', facing federal investigations. It never names Truemed.
Why it matters
Because it settles who was competing with whom. The map used to call this The Wellness Company's own in-house payment portal. It isn't - it's a separate company with the same owner, selling against Truemed, while that owner denied any contact with the person publicly accusing Truemed of fraud.
The engine's record — word for word
WellnessPay Inc — HSA/FSA reimbursement platform, Florida governing law, founded and chaired by Foster Coulson, who also founded The Wellness Company. CEO Peter Charland (prior roles at Stripe, BBPOS, First Payments, CapMark Group). COO Krystal Vogel (Fluor, Imperial Oil, Elevation Capital and Coulson Capital). VP Technology Colin Wrinch; CFO Inveer Saprai. Board: Coulson as Chairman, Divey Gulati (co-founder and President, ShipBob — $300M+ raised, valued over $1B), Rob Gonda (CTO, Vendormint), Matthew Martorano (founder Checkout Champ, CEO Konnektive CRM). Listed advisors include Jillian Michaels (The Fitness App), Giancarlo Chersich (Empowered Media), Ronak Shah (Obvi), Dr Peter McCullough (President, McCullough Foundation — simultaneously TWC's Chief Scientific Officer) and Dr Greg Cynaumon (Adcology, who 'pioneered the use of behavioral science in advertising'; campaigns for Hooked on Phonics and Dollar Shave Club). SAME MECHANISM AS TRUEMED: Letters of Medical Necessity converting tax-advantaged health-account balances into purchases of supplements, fitness and sleep hardware; cites the same Devenir figure Truemed cites ('$147 billion sits unused in accounts every year') and names Peloton, as Truemed's Series A copy does. Merchant acquisition via a Shopify app and Checkout Champ integration. NOT A TWC DEPARTMENT — a separate company whose public site never names The Wellness Company; TWC's help centre routes customers outward to it ('We are committed to helping you save more on your wellness spending through WellnessPay'). PRIOR CANON ERROR CORRECTED: wellness_co previously described WellnessPay as TWC's 'proprietary' portal; the ownership is sibling, not in-house. Its merchant page attacks an unnamed rival platform in the same terms Laura Loomer used against Truemed on 9 May 2025: 'Their doctors write approvals based only on brief online questionnaires with no real medical consultations or patient relationships - it's essentially a mass-produced "prescription mill" approach. The IRS has specifically warned against their methods, and they're facing federal investigations.' The same page warns merchants that paying a doctor to approve a purchase 'can be considered a paid medical referral — a violation of federal anti-kickback laws.' Truemed is not named anywhere on the page. Two of its own figures disagree: '$147 billion' unused on the homepage against 'a $50B pre-tax market' on the merchant page. Jillian Michaels appears both as a listed advisor and as a homepage customer testimonial that does not disclose the advisory role — the same undisclosed-endorsement shape Public Citizen documented against Casey Means at 56% (79/140).
Follow the trail
sibling_of
The Wellness CompanyBoth founded by Foster Coulson; TWC's help centre routes HSA/FSA claims outward to WellnessPay Inc, a separate Florida company whose own site never names TWC. C
competes_with
Truemed / Calley MeansIdentical mechanism (Letters of Medical Necessity), identical cited figure ($147B Devenir), identical named merchant (Peloton). WellnessPay's merchant page atta
advises
Dr Peter McCulloughListed as a trusted advisor to Coulson's separate HSA/FSA company while serving as TWC's Chief Scientific Officer - both sides of the same structure.
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