AG1 Scales from $15M in Annual Revenue to $1.2B Valuation

Impact

Subsecond Load Times

Site load times were reduced by 400%, reaching under 1 second.

$1.2B Technology System

AG1's new headless PWA supported 6 years of rapid growth from $15M in annual revenue to a $1.2B valuation.

63x-ed Subscriber Count

AG1’s custom subscription experience increased membership by 63x and LTV by 23% YoY during the Anatta partnership.

AG1’s Digital Foundation Shakes Under Explosive Growth

With a growing subscriber base and ambitious expansion plans, AG1 faced a big challenge: its website was struggling to keep up with greater traffic and complex operations. AG1 needed a high-performing, scalable solution to support growth and a first-class customer experience.

AG1's fast growth exposed major limitations:

Customer experience suffered from slow page load times and buggy features.

Development cycles extended to months. (The usual cycle was three weeks.)

Technology costs scaled faster than revenue.

While new subscribers were signing up for AG1 every day, the same amount–if not more–were churning at an equal pace.

AG1 wanted to expand globally with a single URL; a goal that, at the time, was already a moonshot, without factoring in AG1’s more pressing challenges.

AG1 partnered with Anatta to build a pathway forward.
After intensive discovery, Anatta proposed two cutting-edge solutions:

A migration to a headless Progressive Web App (PWA) architecture within Shopify

Custom subscription platform build

The Solution

Anatta Architects For Global Scale

Anatta assembled a team of UI resources and a project manager to spearhead AG1’s transition to the headless PWA. Anatta first prioritized AG1's complex data transfer and integration architecture with key systems—like the headless CMS that Anatta had migrated AG1 to earlier in the quarter.

AG1’s Ambitious Migration to Headless PWA

Migrating AG1 to a headless PWA and custom subscription platform would involve:

Complex Data Migration

The transfer of millions of customer records
Preserving complex subscription data models
Data migration of historical orders and customer preferences
Zero tolerance for data loss or corruption

Integration Architecture

Careful orchestration of multiple third-party systems
Subscription logic modernization
Untangling intricate legacy integrations
Real-time data synchronization

Performance Optimization

Resolution of degrading site performance
Scalable architecture for international expansion
Minimizing technical debt to recapture development velocity
Reeling in the maintenance costs threatening profitability

Pulling from prior experience developing headless solutions and custom subscription builds, Anatta began the sprint that would serve as AG1’s launchpad to industry leadership.

AG1’s New Direct-to-Consumer (DTC) Subscription Experience

With the migration gaining momentum, Anatta integrated key third-party applications to support the brand’s unique subscription model. Taking a step beyond best practices, Anatta designed a subscription experience that was ahead of its time.

AG1 storefront mockups on desktop and mobile

Innovative Features of AG1’s Subscription Experience

Account Management

Customizable delivery frequency

Skip or pause subscription options

Order history with reorder functionality

Preference management center

Loyalty Integration

Points earning and redemption system

Referral program integration

Reward tracking and milestone celebrations

Special member pricing and early access

Customer Experience

Personalized product recommendations

Subscription analytics dashboard

Self-service management tools

One-click upsell opportunities

AG1’s subscription solution would go on to accommodate hundreds of thousands of orders each month and support AG1’s fast global expansion. It would also set a new standard for DTC subscription experiences.

Redesigning AG1 for a Novel, Single Product User Journey

AG1 is well known for its single-product SKU. So, Anatta optimized AG1’s digital experience around educational content for a complementary user journey. Fast and convenient account creation was the second design priority. As part of AG1’s rebrand, Anatta also redesigned the homepage, created several influencer landing pages, and ensured the new site was ADA-compliant.

Conversion rates, average order value, customer satisfaction, and international memberships rose.

AG1 Achieves Unicorn Fame

The strategic digital transformation led by Anatta played a major role in AG1's journey to unicorn status.

Lightning-Fast Performance: Site load times fell by 400% to under 1 second.

Scalable Growth: The new architecture supported AG1's growth from $15M to $150M in annual revenue over six years. AG1 later achieved a $1.2B valuation.

Enhanced User Engagement: Time on Site increased by 81%; which signaled high user engagement and effective content delivery.

Improved Conversion Rates: AG1 saw a 2.8% increase in conversions, directly raising the bottom line.

International Expansion: AG1 expanded into 47 countries—all utilizing a single domain address.

“

I really enjoy working with the Anatta team. Over time, I have found it to be very similar to having an in-house team. Anatta has helped us make good choices for our tech stack.

Sushni Tumu

Vice President of Product