People ask me two questions more than any others. Are Eirly Health and Bloody Good Tests the same company? And if they are, why have two names?
Yes, we are one company. Bloody Good Tests Pty Ltd trades as Eirly Health. Bloody Good Tests is our direct-to-consumer brand, and the core platform is Eirly Health. Here is how we got here, and what each name means today.
We started as Bloody Good Tests
Ben and I founded Bloody Good Tests in 2023 as a direct-to-consumer blood testing platform. The reason is personal, and it is on our About page: my sister Sofia carried ten years of symptoms, visits and results between different doctors and clinics, and nobody was ever holding the whole of it.
So we set out to give people their own results, clearly, with their history kept together.
The test was never the hard part
We learned quickly that the blood test is the easy bit. The hard part is everything around it: ordering the right test, issuing a valid referral, getting the sample to the right lab, and getting a result back in a shape you can actually use. Labs name the same test differently and report it in different units, and much of the plumbing in Australian pathology was built for a different era.
We had to build all of that to make Bloody Good Tests work. In 2024 we scaled the collection network, onboarded our first practitioners and launched our API. Those same rails turned out to be exactly what practitioners and health companies needed too.
So the platform became the product
In 2025 we gave the platform its own name: Eirly Health. Eirly comes from Eir, the healer in Norse mythology, and from early, because finding things early is the whole point.
Eirly Health is the rails between health programs and Australia's pathology network: ordering, referrals, results delivery, and the compliance layer that helps keep everything inside Australian regulatory requirements.
Practitioners use it to order commercial and Medicare bulk-bill referrals in one workflow. Healthtechs use the Eirly pathology API to add testing to their own products, with results that come back structured and normalised across labs. There is also a public, read-only developer MCP server, so AI coding assistants can read the API while they build on it.
Bloody Good Tests runs on the same rails
Bloody Good Tests is still here. It is our own consumer brand, and it runs on Eirly Health in the same way any other product built on the platform does. We think that relationship should be stated plainly wherever it matters, so I am stating it here.
Where we are today
The platform has processed more than 100,000 tests. It reaches 4,000+ collection centres across Australia and offers 250+ tests, with lab partners including Healius, Sonic Healthcare, Australian Clinical Labs, 4Cyte and NutriPATH.
What has not changed
Our reason for doing this has not moved. We believe your health data is yours. We believe nobody should have to carry their own history between clinics. And we believe the infrastructure underneath health should be built properly once, so everyone building on top of it can spend their time on care rather than plumbing. More on that in why Eirly Health exists.
If you are a practitioner, run a health company, or are simply curious, I would love to hear from you. Get in touch.