In today’s fast-paced world, mental well-being is often overlooked until noticeable issues arise. But what if you could assess and improve your brain health just like your physical fitness? That’s exactly what Ivory aims to achieve.
Founded in 2022 by Isaac M. John and Rahul Krishnan, Ivory is a cognitive wellness startup that combines neuroscience, interactive games, and cognitive assessments to help users take proactive steps toward better brain health. Since its debut on Shark Tank India, the company has gained significant attention for its innovative approach.
In this article, we’ll decode the Ivory Business Model, diving into its working strategies, revenue sources, and marketing tactics. That’s how, you can understand how this promising startup is making waves.
Let’s begin!
Working Strategies: How Does the Ivory Business Model Work?
The success of the Ivory Business Model lies in its unique combination of science, technology, and user engagement. The startup’s app combines FDA-registered cognitive assessments with interactive games to help users track their cognitive fitness, identify potential risks, and adopt healthier brain habits.
Here’s a closer look at its key strategies–
1. Cognitive Assessments
Ivory offers professional-grade cognitive assessments developed in partnership with CogniFit, a leader in brain training solutions. These tests are designed to:-
- Evaluate memory, attention, and cognitive speed.
- Detect early signs of neurodegenerative risks like Alzheimer’s and dementia.
- Differentiate between common stress-induced memory issues and serious cognitive concerns.
The app’s free version offers users insights into their cognitive age compared to their real age. Users can opt for the FDA-registered assessments as part of the paid service for deeper insights.
2. Gamified Brain Training
Ivory’s brain-training games provide a fun yet effective way to strengthen cognitive skills. These interactive games target areas like:-
- Memory
- Spatial Awareness
- Processing Speed
- Estimation and Focus
By turning cognitive exercises into engaging activities, Ivory encourages users to return frequently — a key element in building healthy brain habits.
3. Personalized Wellness Programs
The Ivory Business Model extends beyond games and assessments. The platform offers tailored wellness programs that combine the following:-
- Personalized recommendations for improving brain health.
- Curated content on cognitive well-being.
- One-on-one consultations for individualized guidance.
These personalized solutions help users develop sustainable lifestyle changes that support long-term brain fitness.
4. Community-Driven Engagement
Ivory goes beyond individual solutions by fostering a supportive community for its users. This aspect is particularly valuable for seniors, who may face isolation — a known risk factor for cognitive decline. By encouraging social connections through group activities, discussions, and shared challenges, Ivory strengthens both mental agility and emotional well-being.
5. Accessibility via Technology
Ivory’s app is designed for convenience and accessibility. Users can access brain assessments, play interactive games, and follow wellness recommendations directly from their smartphones. The app’s intuitive interface ensures that users of all ages — especially seniors — can easily track their cognitive progress.
6. Focus on Early Detection
One of the standout features of the Ivory Business Model is its emphasis on early detection. Research shows that cognitive decline can begin 10–15 years before noticeable symptoms appear. Ivory’s proactive approach empowers users to address these risks long before they become serious concerns.
Revenue Sources in the Ivory Business Model
Despite being pre-revenue at the time of its Shark Tank India appearance, Ivory has a well-structured plan for generating income. Do you know it raised ₹50 lakh in funding from Namita Thapar? Here’s how the Ivory Business Model is designed to sustain itself:-
| Revenue Source | Details |
| Subscription Plans | Users can access premium content, advanced cognitive assessments, and personalized wellness programs through paid subscriptions. |
| B2B Partnerships | Ivory plans to collaborate with hospitals, clinics, and insurance providers to offer cognitive assessments as part of healthcare services. |
| Enterprise Solutions | Ivory may expand into corporate wellness programs, offering cognitive wellness services to companies for employee well-being. |
| Data Analytics | Ivory may leverage anonymized cognitive data for research collaborations with pharmaceutical companies or healthcare institutions. |
Currently, Ivory has 150 paid customers, with plans to expand its revenue streams through subscriptions and healthcare partnerships. According to Tracxn, the annual revenue of Ivory is $5.41K as on March 31, 2024.
Marketing Strategies in the Ivory Business Model
Ivory’s marketing strategies focus on raising awareness about cognitive health while driving app downloads and engagement. Here’s how they’re building their presence:-
1. Awareness Campaigns
Ivory’s #TimeToAct campaign on World Alzheimer’s Day raised awareness about cognitive decline and early intervention. By sharing personal stories and educational content, Ivory positioned itself as an advocate for brain health.
2. Social Media Engagement
Through platforms like Instagram, Facebook, and LinkedIn, Ivory shares valuable tips, success stories, and insights about brain health. This digital presence helps attract users and build community trust.
3. Partnerships and Collaborations
Ivory’s collaboration with CogniFit ensures scientific credibility, while investments from Capital A and Namita Thapar have added visibility and strategic support.
4. User Engagement Strategies
To keep users engaged, Ivory combines:-
- Gamified learning for interactive experiences.
- Personalized recommendations to foster user loyalty.
5. Community Building
Ivory’s emphasis on community-driven activities encourages users to connect with one another, reducing social isolation — a key contributor to cognitive decline.
Ivory’s Growth and Milestones
Ivory’s journey has already shown impressive progress:-
- 15,000 downloads since launching in May 2024.
- Grew from 1,500 to 4,500 monthly active users.
- 500-600 daily active users spend an average of 10 minutes on the app.
- Play Store rating of 4.5 with over 100 reviews.
- 40% organic customer acquisition.
Ivory’s partnership with a North India hospital chain for memory health checkups further highlights its potential to become a healthcare standard.
Future Plans for the Ivory Business Model
With ₹50 lakh funding from Namita Thapar and support from other investors, Ivory has ambitious plans:-
- Expand its marketing campaigns to reach a broader audience.
- Develop enhanced game designs to improve engagement.
- Introduce tailored subscription plans to boost recurring revenue.
- Strengthen partnerships with healthcare providers to increase adoption.
By combining science with user engagement strategies, the Ivory Business Model is set to revolutionize cognitive wellness in India and beyond.
Note: We have explained the business model of various startups that appeared in Shark Tank. Go through the following articles for more information-
- BeautyWise business model
- KIWI Kisan Window business model
- Go Zero business model
- Dhruv Vidyut’s business model
Final Words
The Ivory Business Model offers a thoughtful solution to a growing global challenge:- cognitive decline. By blending neuroscience with engaging activities, Ivory empowers users to take charge of their mental well-being — all from the comfort of their homes.
Whether you’re looking to stay mentally sharp, support a loved one, or simply explore innovative health solutions, Ivory stands out as a powerful tool for proactive brain care.
Would you take a 3-minute brain checkup today to protect your cognitive health? Share your thoughts in the comment section!
