Instacart CEO Fidji Simo makes groceries personal. Now she’s doing the same for women’s health

Facebook veteran Fidji Simo is finding new ways to channel user data toward targeted solutions.

On the eighth and ninth floors of a pristine building in a research park in Salt Lake City, employees in gray uniforms tread under gold light fixtures, past abstract artwork, and around plush couches in the waiting area where they check patients in. This isn’t a high-end spa, though the gentle intake process was designed to mimic exactly that kind of environment. It’s the Metrodora Institute, a $35 million clinic and research facility cofounded last year by Instacart CEO Fidji Simo. Metrodora is dedicated to treating women with neuro-immune axis disorders: diseases including endometriosis, Guillain-Barré syndrome, long COVID, multiple sclerosis, lupus, and more, in which the immune system appears to attack the nervous system. It opened to the public in March, and by the end of the year it expects to be treating 15,000 women, both at this outpatient facility, where there are currently thousands of people on the waitlist, and remotely, via telehealth consultations.

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