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For Wellness needed reliable metrics to guide decisions. Traditional LTV models weren’t fast or flexible enough. Learn more about how they worked with Angler to obtain real-time performance reads that enabled them to confidently scale.
For Wellness is a performance-driven wellness brand founded by legendary golfer, Phil Mickelson, and world-renowned coach, Dave Phillips, co-founder of the Titleist Performance Institute. Rooted in the belief that better habits lead to better health, the brand creates clean, functional products that simplify daily wellness. Its flagship supplement, The Good Stuff – originally formulated by Dave for Phil – is a science-backed blend that delivers crash-free energy, sustained focus, and support for recovery and overall wellness. Perfect for enhancing coffee, smoothies, or shakes, For Wellness products are trusted by elite athletes and built for everyday performance.
For Wellness was juggling multiple channel and creative tests, and needed a reliable North Star metric to guide decisions. Traditional LTV models (often delayed by months) weren’t fast or flexible enough. Without a real-time read on LTV performance, the team couldn’t confidently scale what was working or cut what wasn’t.
They partnered with Angler to unlock real-time, actionable insights that would help them:
The goal wasn’t just to lower acquisition costs. It was to drive sustainable, data-backed growth.
For Wellness integrated their Shopify data with Angler and began leveraging Angler’s Predictive CAPI to power Meta campaign optimization. The results were immediate: CAC dropped, and every test using Angler outperformed business-as-usual benchmarks.
They also gained real-time visibility into LTV across product mix, creative, and customer segments – enabling faster, more confident decision-making.
“Being able to see LTV breakdowns by any segment or combination I want is huge,” said Eleah Portillo, VP of Marketing at For Wellness. “I finally have data that backs up my intuitions.”
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After running a 30-day pilot test, For Wellness saw:
For Wellness also measured LTV:CAC inside Meta Ads Manager for campaigns, ads, and creatives. This resulted in them identifying campaigns, ads and creatives that drove high-value customers, so they could make campaign optimization decisions (scale, pause, etc.) based on LTV:CAC.
Additionally, Angler identified existing customers with high-churn risk, which enables For Wellness to reengage them and personalize communication based on actionable traits and attributes.
Ultimately, with Angler AI as a partner, For Wellness was able to make data-informed decisions and go live with pLTV optimizations within a few weeks. This is a fraction of the time and cost compared to building and maintaining these capabilities in house.
“While we achieved our initial goal of optimizing based on predicted LTV, I had no idea that Angler would provide so many other benefits! It’s been fantastic to partner with them and discover additional ways to improve business efficiencies and level up the quality of service we provide our customers. It’s been great to have partners who feel like an extension of my own team.”
VP of Marketing @ For Wellness
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