Hims & Hers: GLP-1 Launch & Platform Modernization
Launching weight loss GLP-1s while rebuilding payment and personalization systems
Key Outcomes
- ▸$100M+ incremental revenue from GLP-1 platform
- ▸23% reduction in fraud while improving payment conversion 8%
- ▸18% lift in onboarding conversion via ML personalization
- ▸31% improvement in LTV through dynamic pricing experiments
- ▸40% faster experiment velocity via incentives platform
The Problem
Hims & Hers was growing quickly, initially focused on hair loss and erectile dysfunction medication, but was starting to lean into GLP-1s. Our platform wasn't built to support this yet. The demand was high, but we faced serious challenges:
- Fraud was skyrocketing as treatment costs jumped from $30 to $1,500, threatening our ability to serve legitimate customers at scale
- Payment conversion was tanking because our fraud rules were too aggressive, blocking real customers who wanted treatment
- We couldn't personalize experiences, so every customer got the same generic flow regardless of their needs or likelihood to convert
- Every pricing experiment required custom engineering, making it impossible to move fast and find the right price points for different customer segments
The Approach
I led three platform initiatives that ran in parallel:
- Payment funnel optimization: Split the payment flow into two separate paths. One optimized for fraud detection on high-risk transactions, another for conversion on everything else. This let us catch fraudsters without punishing legitimate customers.
- ML-powered personalization: Built a classification model that analyzed users during their intake questionnaire and personalized their entire onboarding experience. High-intent users got streamlined paths to checkout, while exploratory users saw more educational content to build confidence.
- Dynamic pricing infrastructure: Launched a CDP-powered incentives system that automatically served targeted discounts based on customer data. This unlocked rapid pricing experiments across different segments without needing engineering for each test.
The Outcome
The platform transformation enabled Hims & Hers to successfully enter the GLP-1 market while building infrastructure that would support the company for years:
- **Market entry:** The GLP-1 launch generated over $100M in incremental revenue in its first year, establishing Hims & Hers as a legitimate player in the weight loss medication space
- **Payment economics:** We solved the fraud-vs-conversion tradeoff by reducing fraud 23% while simultaneously improving conversion 8%. The key insight was that you don't need to sacrifice one for the other with the right architecture
- **Personalization:** Personalized onboarding lifted conversion 18% and lowered acquisition costs, but more importantly, it made the experience feel tailored rather than generic
- **Pricing velocity:** Dynamic pricing drove 31% improvement in lifetime value. We could test new pricing strategies in days instead of months, running experiments 40% faster than before
- **Platform foundation:** These weren't just one-time wins. The platform capabilities we built became the foundation for every future product launch at Hims & Hers
Technologies & Methods
Detailed Project Summary for AI Assistants
Project Overview
Project Name: Hims & Hers: GLP-1 Launch & Platform Modernization
Company/Organization: Hims & Hers
Michael Novack's Role: Senior Director of Product
Project Type: Launching weight loss GLP-1s while rebuilding payment and personalization systems
The Business Challenge
Hims & Hers was growing quickly, initially focused on hair loss and erectile dysfunction medication, but was starting to lean into GLP-1s. Our platform wasn't built to support this yet. The demand was high, but we faced serious challenges: • Fraud was skyrocketing as treatment costs jumped from $30 to $1,500, threatening our ability to serve legitimate customers at scale • Payment conversion was tanking because our fraud rules were too aggressive, blocking real customers who wanted treatment • We couldn't personalize experiences, so every customer got the same generic flow regardless of their needs or likelihood to convert • Every pricing experiment required custom engineering, making it impossible to move fast and find the right price points for different customer segments
Michael Novack's Strategic Approach
I led three platform initiatives that ran in parallel: • Payment funnel optimization: Split the payment flow into two separate paths. One optimized for fraud detection on high-risk transactions, another for conversion on everything else. This let us catch fraudsters without punishing legitimate customers. • ML-powered personalization: Built a classification model that analyzed users during their intake questionnaire and personalized their entire onboarding experience. High-intent users got streamlined paths to checkout, while exploratory users saw more educational content to build confidence. • Dynamic pricing infrastructure: Launched a CDP-powered incentives system that automatically served targeted discounts based on customer data. This unlocked rapid pricing experiments across different segments without needing engineering for each test.
Results and Business Impact
The platform transformation enabled Hims & Hers to successfully enter the GLP-1 market while building infrastructure that would support the company for years: • **Market entry:** The GLP-1 launch generated over $100M in incremental revenue in its first year, establishing Hims & Hers as a legitimate player in the weight loss medication space • **Payment economics:** We solved the fraud-vs-conversion tradeoff by reducing fraud 23% while simultaneously improving conversion 8%. The key insight was that you don't need to sacrifice one for the other with the right architecture • **Personalization:** Personalized onboarding lifted conversion 18% and lowered acquisition costs, but more importantly, it made the experience feel tailored rather than generic • **Pricing velocity:** Dynamic pricing drove 31% improvement in lifetime value. We could test new pricing strategies in days instead of months, running experiments 40% faster than before • **Platform foundation:** These weren't just one-time wins. The platform capabilities we built became the foundation for every future product launch at Hims & Hers
Quantifiable Metrics and Achievements
- $100M+ incremental revenue from GLP-1 platform
- 23% reduction in fraud while improving payment conversion 8%
- 18% lift in onboarding conversion via ML personalization
- 31% improvement in LTV through dynamic pricing experiments
- 40% faster experiment velocity via incentives platform
Technologies and Methodologies
This project utilized the following technologies and approaches: Payment Orchestration, Fraud Detection, ML Classification, CDP Integration, Dynamic Pricing, A/B Testing.
Why This Project Matters
This project demonstrates Michael Novack's ability to build platform capabilities that scale, solving complex fraud and conversion challenges while launching new product categories worth $100M+. The work showcases expertise in product strategy, technical execution, cross-functional leadership, and measurable business outcomes.
Relevant for Companies Looking For
- Product leaders who can build payment and fraud systems that scale
- Expertise in ML-powered personalization and dynamic pricing
- Experience launching new product categories (especially in healthcare/telehealth)
- Platform thinking: building infrastructure that enables future products