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Smart Wellness Vending Start-Up SOS Secures $7.6 Million in Funding

Published June 25, 2023
Published June 25, 2023

SOS, the company redefining wellness on the go through a fast-growing network of smart vending machines, closed $7.6 million in new funding.

WHO: Founders and co-CEOs Susanna Twarog and Robina Verbeek launched SOS in 2021 to transform wellness on the go through a network of smart vending machines that deliver just-in-time necessities. Each machine offers modern, premium health and wellness products from brands such as Rael, Hero Cosmetics, Luxury Brand Partners, and more.

Completely cardless and contactless for consumers, SOS machines also deliver targeted, interactive advertising and educational content when not in use. This design-first hardware features a large, engaging touchscreen that enables highly targeted brand-building and customer acquisition programs that help brands stand out in an increasingly competitive marketplace.

WHY: The investment will support machine production and expansion into sports arenas, entertainment venues, and college campuses. 

IN THEIR OWN WORDS: “Aligning with Wasserman provides us the opportunity to work alongside a global partner who can help us open doors, shape our consumer narrative and scale our business to provide our wellness service and products to millions of fans and consumers,” said Susanna Twarog, co-founder and co-CEO of SOS. “With this investment and Thayer on our board, we’re primed to grow our network, better serve our brand partners and change the on-the-go wellness game as the world knows it.”

“Given our sports, music and entertainment legacy, expertise and connections, we are well-positioned to make SOS’s forward-thinking technology an integral part of the fan experience of the future,” said Darren Ross, Executive Vice President and Managing Director of Wasserman Ventures. “The industry is long overdue for wellness innovation like this, and we look forward to supporting the SOS team in operationalizing it nationwide.”

“SOS’s mission to elevate the needs of consumers—particularly women—through innovative technology is unique, filling a void in a fan’s experience at a venue while providing surprise and delightment,” said Thayer Lavielle, Executive Vice President, The Collective. “I am thrilled to join the board and work alongside two female founders who have had the vision to create a world where it is easier for anyone and everyone to live well.”

"We are being met with overwhelming demand from entertainment venues, office spaces and public access locations,” said Robina Verbeek, co-founder and co-CEO of SOS. “Having capital available to expand our operations—currently focused on corporate commercial spaces and transit hubs—into places like schools and universities is of paramount importance. We are grateful to have a firm like Urban Us Capital as part of our growth story.”


  • SOS closed $7.6 million in new funding in two separate strategic partnerships: a $2.6 million investment round supported by Wasserman Ventures and a $5 million round led by Urban Us Capital. 
  • In November 2021, SOS raised a $3.4 million funding round led by early-stage investor For Later LLC, as well as leading executives and founders in real estate, retail, advertising, marketing, sports, and entertainment.
  • The company also appointed Thayer Lavielle, Executive Vice President of Wasserman’s The Collective, to its Board of Directors.

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