Who We Are

Here at Fin vs Fin, we’re focused on the ever evolving market for direct-to-consumer goods. We help consumers compare modern brands and find the best products to keep you fit, healthy, happy, and thriving.


Curious what products you see in IG and subway takeover ads actually work? You know… keep you eating right? Exercising regularly? Looking young, and feeling more emotionally centered? We help you navigate the evolving world of D2C wellness startups.


As venture capital continues to pour into the space, we consumers all stand to benefit. The challenge is keeping up with so many new offerings enough to know which are worth trying.


Click below to begin discovering the most promising wellness startups, and sign up for our email list for exclusive D2C discounts.


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Meet the Team

Healy Jones


A former investment banker and recovering venture capitalist, Healy has spent the last 10 years at fast-growing tech companies. He holds an MBA from Wharton and currently runs a thriving financial planning and analysis (FP&A) consultancy. He is the proud father of two wonderful children and one feisty cat.

Alex Goldberg


Alex studied economics at UC Berkeley and has also spent the last seven years working in tech. He loves scaling early-stage startups, running experiments, and helping innovative brands. On the weekends Alex enjoys golf, cooking new recipes, and watching soccer.

Avichal Lalvani


Pursuing his MBA at UCLA after six years at a top investment bank, Avi is excited to be in sunny Los Angeles. He may have played rugby as an undergraduate at Yale, but today is a converted vegan with a contagious enthusiasm for D2C nutrition. 

Justine Ramirez


Currently pursuing her MBA at UCLA, Justine has a passion for health & wellness. A former English teacher, she is a sucker for a good origin story and loves to research disruptive brands in her free time.

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Arnela Gonzalez


Arnela is a content marketing expert and a jack of many trades. She is originally from  the Philippines and helps keep Fin vs Fin humming with new content and graphics. She is also the woman behind much of our social media presence.

Zoë Björnson


Zoë is a product nerd and cheese lover from California. She studied as an undergrad in New Orleans and traveled around the world as a digital nomad. She’s an amazing writer who  enjoys helping brands find their voice.

Frequently Asked Questions

What's the "Advertiser Disclosure"?

We want to be upfront about the fact that we often add affiliate links to our posts. These links allow brands to compensate us for the traffic we refer to them.

We spend thousands of hours researching the products we review in order to keep them authentic and accurate. We are proud that all the information, comparison tools, and personal experiences we share remain objective, independent, and accurate to the very best of our knowledge. If you notice that we’ve published something outdated or otherwise untrue, please reach out. We’re happy to correct any misinformation right away.

Can I suggest content for Fin vs Fin?

We’re always open to suggestions! Send us an email to let us know what you’re thinking (contact@finvsfin.com) and we’ll do our best to accommodate your request. We are also open to sponsorship and occasional guest posts. Don’t hesitate to get in touch for any reason — we’d love to hear from you.


Why should I sign up for Fin vs Fin's email list?

Our newsletter is infrequent, but deadly. We invite subscribers to sit back and passively discover the most exciting new wellness brands on the market. We also  provide exclusive discounts that make it easier to try the latest and greatest DTC wellness products. Want more from us? We’d love your feedback on what else would be valuable to receive via email. Please drop us a line if you have recommendations. Otherwise, give it a shot and sign up for our newsletter below.

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