Jani Tuomi is the Co-Founder of the at-home testing service, Imaware. Imaware removes the barriers of access to traditional testing and provides a more affordable and easily accessible route to discovering your own biometric data, a trend that is gaining traction fast!In this episode of The Irresistible Factor, Jani and Kristi discuss how Imaware has worked closely with reputable doctors and scientists from the start to ensure reliable, lab-grade testing. When Imaware first launched back in 2018, there was a lot of skepticism around at-home testing, but post-COVID consumers and even doctors have adopted this new way of testing.Jani talks about how Imaware has been able to gain some amazing partnerships with many of the biggest scientific companies in the world like BD, and with clinician groups that are starting to look at preventative cardiology. He also talks about their approach of educating their consumers – leading with facts, not fear.“…We never ran a Facebook ad that would say things like, ‘One in two people will develop heart disease in their life’ and fear factor it. It’s like, ‘Did you know that 50% of people who have heart attacks have normal cholesterol'. Leading with fact, and education, and citing that, showing study data around it, and then saying, ‘Here’s what you can do about that.’ It’s just been an approach we’ve taken right from the start.Jani also discusses why he isn’t worried about competitors, Imaware’s challenges around raising capital, and his hopes for the future of the brand.