Ro sold telehealth with famous patients and a Super Bowl spot.
Ro raised $1.03B by 2022. In 2026 it bought its first Super Bowl ad, starring Serena Williams, to sell a weight loss membership that starts at $39.
BLOOM10X did not work with Ro. This breakdown uses public sources only, linked below.
- 2017Founded; sells men’s health care as Roman
- Mar 2021$500M Series D; $876M raised in total
- Feb 2022$150M more; valued at $7B
- Jan 2023Launches its GLP-1 weight loss program
- 2025Charles Barkley (Apr) and Serena Williams (Aug) join
- Feb 2026First Super Bowl ad, “Healthier on Ro”
Over $1B raised, then a $39 front door.
Funding by round
Membership price by plan
“We have to remove the stigma around using them.”
Five plays behind the growth.
-
Famous people as patients, not spokespeople
Charles Barkley joined in April 2025 and Serena Williams in August 2025, both as GLP-1 “patient ambassadors” (Ro press). After her August ad, Ro saw a spike in web traffic and an influx of new customers, its CEO told Bloomberg (Bloomberg, Oct 2025).
Copy this: your version is a customer or creator who uses the product and tells their own story on camera. Creator seeding
-
Use the Super Bowl to launch a campaign
The 30-second spot debuted on NBC on Feb 8, 2026, and opened “Healthier on Ro,” a campaign across linear and broadcast TV, paid social and out-of-home in US cities (Ro, Jan 2026). The YouTube upload had 421,820 views by Nov 10.
Copy this: if you buy a big moment, plan the eight weeks after it; for most brands that moment is streaming TV in peak season. CTV advertising
-
One promise in every ad
41 of the 50 newest Meta ads use the headline “See if you qualify”; six more lead with Serena Williams (Meta Ad Library, Nov 10, 2026). The weight loss page repeats it in its first bullet.
Copy this: “see if you qualify” asks for less than “buy now.” A finder or fit check works the same way.
-
A second door for the unready
Next to “Start your journey” sits “Start with a free insurance check.” That flow offers a “$50 coupon with your free report” and starts with “What type of insurance do you have?” (ro.co, Nov 10, 2026).
Copy this: pair the buy button with a free tool that answers the buyer’s biggest worry and captures an email.
-
Charge for care and drugs separately
The membership costs $39 for month one, refunded if you are not eligible, then $74 to $149 a month by plan. Medication is a second charge, starting at $149 a month for the Wegovy pill (Ro pricing, Nov 10, 2026).
Copy this: a refund if the product doesn’t fit removes the risk from a first order. Put it next to the price.
The buy box is a visit, then two charges.
- 1Two charges, said up front“Two separate charges. Plans that fit your lifestyle.”
- 2The membership$39 to start, as low as $74 a month prepaid for a year.
- 3The medicationCash prices matched to the drugmakers’ own pharmacies.
- 4Risk removedThe $39 is refunded if you are not eligible.
- 5The annual plan shown firstThe cheapest monthly rate is the default card.
- 6Four plan lengths12, 6, 3 and 1 month, as tabs.
- 7The saving in dollars“6 months free” and “Save $900/year.”
The path, in page order
- 1Qualify, don’t buyThe first line of the page is a fit check.
- 2The main doorOpens an online visit at start.ro.co.
- 3The side doorA free insurance report with a $50 coupon.
- 4Goals before health historySeven answers, from “Lose weight” to “Increase energy.”
- 5A stated waitRo says you find out within 2 days.
- 6A low first chargeRefunded if you don’t qualify.
- 7The second chargeStarting cash price, before dose increases.
Our wireframe of ro.co/weight-loss, start.ro.co and the pricing page on Nov 10, 2026. Not a copy of their page. We saw the first visit question only.
Four CRO lessons for a Shopify brand
- Lead with a fit check. “See if you qualify” turns a purchase into a question. Conversion
- Show the saving in dollars a year. “Save $900/year” is easier to read than a percentage.
- Default to the longest plan. Ro’s first plan card is the 12-month price. Raise order value
- Add a free second door. A quiz, checker or sample captures visitors not ready to pay.
Two doors, then the prices.
“What do you want to accomplish with Ro?”
Seven checkboxes, including “Increase confidence about my appearance” and “Reduce my risk for a condition that a family member has.”
A privacy panel covers the lower half on a phone until the visitor chooses.
“$50 coupon with your free report”
The checker launched in August 2024. It asks for the insurance type first, with six answers including “I do not have insurance.”
The coupon gives a reason to finish, and the report gives Ro a lead.
“Lowest cash-pay prices for GLP-1s”
Each card strikes through the list price: $1,349 to $149 for the Wegovy pill, $499 to $299 for the Zepbound KwikPen.
Ro says its cash prices match LillyDirect, NovoCare and TrumpRx.
The same first month on Hims & Hers: $39 membership plus a $149 Wegovy Pill, also $188.
How the Super Bowl spot is built.
- 1The admission firstShe opens with “I’m on Ro” and her own number.
- 2A repeated frameSix lines end in “on Ro,” so the brand is said six times in 30 seconds.
- 3The product newsFDA-approved options, now in pill form.
- 4The trust line“Weight loss expertise I trust.”
- 5Name and sign-off“I’m Serena Williams. This is me on Ro.”
Our wireframe, from the official 30-second spot below (Jan 28, 2026). Not a copy of the ad. Health claims in the spot are Ro’s and Williams’ own. Ro discloses that her husband is an investor and board member.
“She’s the perfect person to help people see that GLP-1s are not a shortcut.”
One headline, about 290 ads.
About 290 active ads
US only. The first two rows started between Oct 1 and Nov 6, 2026.
See the ads →“Check now for free”
One of the 50 newest ads, the same free angle as the insurance checker.
See an ad →Counts are Meta’s estimates of active US ads, Nov 10, 2026. “50 newest” is the first page the Library API returned for the Ro page, created Nov 6 to Nov 9, 2026.
Read it with three caveats.
- The budget is venture money. $1.03B raised pays for a Super Bowl and two famous ambassadors. Streaming TV in a peak season is the version that fits $15K–$100K a month.
- No recent revenue is public. Ro is private and does not report sales, so the payback on the Super Bowl is unknown.
- These are prescription drugs. Ro’s pages carry safety warnings and links. Celebrity health stories in a Shopify ad would need the same care with claims.
- What we’d change: show the medication price beside the $39 in the hero, not only on the pricing page. Hims & Hers faces FTC allegations over how its renewals were shown.
Seven moves for a $1M–$10M brand.
- Cast customers who use the product, and let them tell their own story. Creative
- Run their videos as ads from their own handles. Partnership ads guide
- Test streaming TV in your peak season, then follow it with social. CTV advertising
- Pick one call to action and use it on every ad and landing page. Meta ads
- Add a free tool as a second door, and email everyone who uses it. Retention
- Show prepaid plans with the yearly saving in dollars. Order value guide
- Check what a customer is worth before paying for reach. LTV calculator
Where every number comes from.
- Ro, “Ro Raises $500 Million in Series D Funding to Expand its Vertically Integrated Primary Care Platform,” Mar 23, 2021. ro.co
- Ro, “Ro Raises $150 Million from Existing Investors to Expand its Direct-to-Patient Healthcare Model,” Feb 15, 2022. ro.co
- Ro, “Ro Raises $200 Million in Series C Funding,” Jul 27, 2020, and press page listing (Body program Jan 2023, insurance checker Aug 2024, Barkley Apr 2025, Williams Aug 2025). ro.co/press
- Madison Muller, “Serena Williams Touts GLP-1 Health Benefits in Ro Super Bowl Ad,” Bloomberg, Jan 28, 2026 (valuation “around $7 billion”). bloomberg.com
- Madison Muller, “Serena Williams Ad Sparks Demand for Ro’s Weight-Loss Program,” Bloomberg, Oct 1, 2025. bloomberg.com
- Ro, “Ro Debuts First-Ever Super Bowl Commercial Starring Serena Williams to Launch ‘Healthier on Ro’ Campaign,” Jan 28, 2026. ro.co
- Diane Brady, “Ro CEO wants to erase GLP-1 stigma with first Super Bowl ad featuring Serena Williams,” Fortune, Feb 4, 2026. fortune.com
- Les Luchter, “Hims & Hers Fights The Rich, Serena Touts Ro, In SB Telehealth Ads,” MediaPost, Jan 29, 2026. mediapost.com
- Ro weight loss page, pricing page, online visit and insurance checker, viewed Nov 10, 2026. ro.co/weight-loss, ro.co/weight-loss/pricing
- Meta Ad Library, active US ads for the Ro page, viewed Nov 10, 2026. facebook.com/ads/library
- Ro official YouTube channel, “Serena Williams Super Bowl LX Commercial ‘Healthier on Ro’” (Jan 28, 2026) and “Serena’s on Ro” (Aug 21, 2025). youtube.com/@healthbyro, youtube.com/@healthbyro
