Originally published by AlleyWatch
For those with Alzheimer’s, maintaining regular sleep patterns is one of the effects of the disease as research shows it may impact circadian rhythm regularity. Bright light therapy, lighting that’s 5x-30x brighter than office lights, has shown to be effective in restoring regularity in the circadian rhythm allowing patients to avoid sleep disturbances and insomnia. BRIGHT is a startup that’s focused on therapies for brain health to prevent and decelerate the progression of Alzheimer’s. The company’s signature product, BEACON40, is a programable light system that pulses at 40 flashes per second, which has been found to be the most effective rate to improve sleep, acuity, memory, and attention. The smart system connects with home devices like Alexa and Google Home and operates in the background passively without requiring patients to do anything incremental to be compliant. A single light unit is priced at $274 and is distributed online with plans to expand into new channels.
AlleyWatch caught up with BRIGHT CEO Wendy Bronfin to learn more about the company’s mission to be the leading consumer brand for brain health technology, strategic plans, latest round of funding, and much, much more…
Who were your investors and how much did you raise?
BRIGHT has raised $4M to date with participation from New York-based business leader Terry Moore and Silicon Valley entrepreneur Charles Huang, Techstars, Martin Medicus, Slava Kuznetsov, Kim and Tom Athan, and Ron Rothman.
The $4M is inclusive of Pre-Seed and Seed rounds.
Tell us about the product or service that BRIGHT offers.
While there is no known cure, research shows that 30%-60% of Alzheimer’s can be prevented by adopting healthy lifestyle habits and new, drug-free, passive therapies to prevent or slow the progression of the disease. BRIGHT fast-tracked the emerging research and developed safe, easy-to-use therapies for brain health. Our smart home connected BEACON40® light systems deliver 40Hz light, scientifically proven to improve sleep, mental acuity, memory, and attention. This gives senior communities the ability to offer a science-based solution for cognitive health which is universally available without a doctor’s prescription.
BEACON40 delivers lights pulsing at 40Hz. That’s 40 flashes per second. This frequency is known to improve mental acuity, memory, and attention. It is recommended as a passive therapy for those who want to prevent cognitive decline or to slow the progression of Alzheimer’s disease.
Daily exposure for one or more hours per day can complement your regular routines like reading, watching television or answering emails.
BEACON40 lamps can fill a room with warm, nurturing light. Think of it like a candle on a table. The lamps deliver gentle pulses of light through your eye to your optic nerve. You’ll experience their benefits as long as they are in your line of vision. There’s no need to look directly at the light. Set up BEACON40 in your home office, besides your television set or in any living space. Some users tell us that they are very aware of the light pulses at first, but after a few days of gradually increasing use, the pulsing fades into the background leading the way for a passive wellness routine.
The way we live can influence the likelihood of preventing Alzheimer’s disease and other cognitive impairments. Using noninvasive solutions like 40Hz light stimulation as part of your daily wellness routine can rejuvenate brain rhythm and boost your memory and attention.
BEACON40 connects to most smart home hubs via phone or tablet for easy voice control to schedule daily use, track timers and personalize settings. It supports Amazon Alexa, Google Home, and Apple Home.
What inspired the start of BRIGHT?
A few years ago, BRIGHT Chairman, Terry Moore’s wife was diagnosed with Alzheimer’s Disease. Unwilling to take the words “no cure” for an answer, he began to search the world for hope.
A looming threat to baby boomers is cognitive decline, most commonly, the Alzheimer’s epidemic. Of people over 65, 50% report age-related forgetfulness. Today there are 6.2 million people living with Alzheimer’s disease and the expectation is that number will double every five years. Each day, advances in science and technology are increasing longevity and enhancing the quality of life for millions of people. Yet headlines about the failure of another Alzheimer’s drug trial are all too common. There is no known cure for Alzheimer’s disease, and its threat is leading to a global health crisis. Experts agree that new approaches to Alzheimer’s therapies are needed, including noninvasive, drug-free solutions that meet today’s dynamically aging population.
This trifecta of population growth, consumer demand for safe home-health and wellness solutions, and the emerging research in technology for brain health is creating an important public desire for innovation and impact.
In clinical trials, neuroscientists – led by research at MIT – found that after a few weeks of only one hour per day exposure to 40Hz light, toxic buildup of amyloid plaque in the brain was reduced by 40%-50%. In turn, neural connectivity and cell function dramatically improved, reducing confusion, memory loss, and mood swings.
How is BRIGHT different?
BRIGHT built on emerging research to bring safe, easy-to-use light therapy to families who need it now. BRIGHT’s flagship product BEACON40® is the only Alzheimer’s light therapy that is IoT connected allowing use tracking and two-way communication.
Unlike other clinical light therapies, BRIGHT is easy-to-use, silent, safe, unobtrusive, and fits seamlessly into daily home routines.
Our commitment is experienced-based, with a founding team personally touched by spouses and parents living with Alzheimer’s disease.
What market does BRIGHT target and how big is it?
There are 6.2 million Americans over 65 living with Alzheimer’s disease. Alzheimer’s is the 6th leading cause of death in America. There are 15.7 million family caregivers providing care for loved ones with the disease.
In the US: 1 in 5 Americans will be at retirement age by 2030. Every day 10,000 people turn 65 years old.
The preventative healthcare technology services market in North America is estimated to be $207.5B by 2024.
What’s your business model?
BRIGHT makes money by selling precision-designed, elegant lighting systems which will be combined with a subscription-driven digital lifestyle and wellness platform. Both are carefully designed for seniors to maintain wellness and prevent physical and cognitive decline.
Historically, our sales have been Direct-to-Consumer, e-commerce via our website and sales on Amazon. We are expanding sales channels to open opportunities with Business Partners in the smart home silver tech communities.
What are your post-COVID office plans?
Our team works seamlessly in remote locations throughout the North East, with a central office in New York. We work in common spaces 2-3 days per week and will expand that post-COVID.
What was the funding process like?
Our original funders came to BRIGHT because they were personally impacted by Alzheimer’s disease and wanted to support our growth. BRIGHT is participating in the Techstars Future of Longevity Program in partnership with Pivotal Ventures, and that collaboration has opened a network of investors and partners for us.
What are the biggest challenges that you faced while raising capital?
So far, our biggest challenge has been educating investors on the scientific studies that support light therapy for cognitive health. Unfortunately, there’s a lot of snake oil in the dementia market and a noninvasive solution like light therapy can sound too good to be true.
What factors about your business led your investors to write the check?
Two factors: (1) Team. We are seasoned product developers, technologists, and neurobiologists to whom beating Alzheimer’s disease is a very personal battle. (2) Traction. We have a fantastic consumer product with a proven product-market fit and exponential growth year over year.
What are the milestones you plan to achieve in the next six months?
Our primary focus in the next six months is on expanding sales channels through partnerships. Additionally, to meet our goals to be the consumer brand for brain health technology, we will roll out additional products and features, including a two-way messaging platform connecting caregivers and BEACON40 users, a dashboard for use tracking, and a 40Hz sound therapy experience based on studies that show 40Hz sound and light boost cognitive health.
Our primary focus in the next six months is on expanding sales channels through partnerships. Additionally, to meet our goals to be the consumer brand for brain health technology, we will roll out additional products and features, including a two-way messaging platform connecting caregivers and BEACON40 users, a dashboard for use tracking, and a 40Hz sound therapy experience based on studies that show 40Hz sound and light boost cognitive health.
What advice can you offer companies in New York that do not have a fresh injection of capital in the bank?
There are 73.4 million baby boomers in the U.S. who are close to or already in their retirement years. Baby boomers hold $2.6 trillion in buying power. Three out of four adults over 50 plan to stay in their homes as they age. Post Covid-19, that number is on the rise. New products and services to meet their growing demands are needed. Investment in silvertech is growing to meet these needs.
Where do you see the company going now over the near term?
As BRIGHT grows, we fill the need as the leading consumer brand for cognitive health. Research shows that 30%-60% of Alzheimer’s disease is preventable. BRIGHT helps families who are battling cognitive decline now and individuals who want to prevent it.
What’s your favorite outdoor dining restaurant in NYC?
Rucola, a local neighborhood joint in Brooklyn.