In a recent episode of The Shades of Entrepreneurship, I had the honor of speaking with Sami Inkinen, an inspiring entrepreneur with a fascinating journey.

From his early days in Finland, where he built a strong foundation in physics and technology, to co-founding Trulia (which went public in 2012 on the NYSE), which later merged with Zillow, Sami has continuously pushed boundaries in the business world.
Now, he’s on a mission to tackle a global health crisis—type 2 diabetes—through his company, Virta Health, a life-changing approach to type 2 diabetes and sustainable weight loss that helps reverse and prevent type 2 diabetes. Get off medications. Lose unwanted weight.
Here’s what we learned from Sami's story and how his innovative approach offers key lessons for entrepreneurs: How Sami Inkinen is Revolutionizing Healthcare with Virta Health.
Virta Health: A Bold Mission to Reverse Type 2 Diabetes
After Trulia’s success, Sami's focus shifted to healthcare, particularly in addressing type 2 diabetes.
He founded Virta Health, a company that combines nutrition and technology to help people reverse this chronic condition. Instead of managing symptoms, Virta Health aims for full reversal, a disruptive goal in an industry focused largely on long-term disease management.

What’s fascinating about Virta Health is its evidence-based approach.
In a 5-year clinical trial, they found that 60% of participants were able to reverse their type 2 diabetes after one year in the program, with additional benefits such as weight loss and improvements in blood pressure and kidney function.
This level of success is rare in healthcare and demonstrates the power of focusing on nutrition and individualized care.
Building a Scalable Business Model
As entrepreneurs, scaling is often one of our biggest challenges. Virta Health has crafted a unique business model to ensure its growth and sustainability.
Instead of charging patients directly, Virta Health partners with healthcare payers—self-insured employers and insurance companies. These payers cover the cost of the program because it provides long-term cost savings by improving patient health and reducing healthcare expenses. This allows Virta Health to provide its service to patients free of charge, ensuring accessibility while achieving business growth.
For entrepreneurs, this is a reminder of the importance of crafting a win-win business model. By aligning Virta Health’s interests with healthcare payers’ goals of reducing costs, Sami has created a scalable and sustainable approach to expansion.
The Power of Evidence and Results
One of the standout elements of Virta Health is its commitment to data. Many healthcare solutions promise improvements, but Virta Health backs its claims with clinical trial results and tangible health outcomes. Entrepreneurs can learn a lot from this focus on evidence.
Whatever your product or service, being able to show results with data-driven proof can be the key to winning over customers and stakeholders alike.
In a 5-year clinical trial, they found that 60% of participants were able to reverse their type 2 diabetes after one year

What Entrepreneurs Can Learn from Sami Inkinen’s Journey
Mission-Driven Focus: Sami’s journey from Trulia to Virta Health wasn’t just about business—it was about addressing a larger societal issue. His mission to reverse type 2 diabetes has given him a clear purpose, and this mission-driven focus keeps his team motivated and aligned.
For entrepreneurs, having a clear mission can be a powerful driver for long-term success because when those inevitable long nights as an entrepreneur hit and the the feeling of giving up beings to grip the core, it is our mission that will power us through.
Innovative Business Models: Virta Health’s approach of partnering with healthcare payers instead of charging patients directly is a game-changer. It demonstrates the importance of thinking outside the box when it comes to how you structure your business model.
Find creative ways to align your product’s value with the needs of those who can afford to pay.
Take a non-alcoholic startup for example that struggles to compete with larger brands that dominate packing facilities.
Instead of following the traditional route of securing independent distribution, the founders at Altitude Beverage think outside the box and partner with other food-and-beverage start-ups to create co-packing facilities.
These facilities not only support the startups but the employees who work at the co-packing location.
This unique business model allows the startup avoid the fierce competition of traditional packing spaces. By finding an alternative distribution channel, they create a sustainable and scalable business without following the typical path of mass drink distribution.
Data and Results Matter: Whether you're in healthcare or any other industry, proving the effectiveness of your product or service with hard data is crucial.
For entrepreneurs, building a foundation of evidence can help build trust and credibility with both customers and investors.
I mean sure, you could skip building a foundation of evidence and just tell investors, "Trust me, my mom thinks it's a great idea!" But that strategy might not land you the funding—or the credibility—you’re hoping for.
What’s Next for Virta Health?
Sami’s vision is nothing short of bold—he wants to help reverse type 2 diabetes in 100 million people.
Beyond that, Virta Health is looking to expand its approach to other metabolic health conditions, making it a significant player in the future of healthcare. Sami sees this as one of healthcare’s best-kept secrets—an evidence-based, nutrition-focused solution that deserves wider adoption, and I for one am thankful to be in on the secret.
Final Thoughts
Entrepreneurs like Sami Inkinen remind us of the power of innovation, mission, and data in driving meaningful change. By combining technology, nutrition, and personalized care, Virta Health is transforming lives and setting a new standard in healthcare.
For entrepreneurs, this story serves as a powerful example of how you can create a successful, scalable business that also makes a profound impact on the world.
If you’re interested in learning more about Virta Health’s revolutionary approach, be sure to visit their website and stay tuned for more insights on The Shades of Entrepreneurship.
Want to dive deeper? Listen to the full episode with Sami Inkinen and explore more stories of entrepreneurs driving change at theshadesofe.com
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