Cannabis Wellness

Delve into a promising and rapidly evolving cannabis wellness industry. Explore the untapped opportunities to capitalize on and learn the viable strategies to overcome challenges and leapfrog rivals.

Join a green boom today, add to a wellness future tomorrow

Fueled by consumer awareness, legislative changes, and innovative product offerings, the cannabis wellness industry is blossoming, having transformed from a nascent market into a lucrative oasis teeming with potential. Despite the stigma and regulatory uncertainties, the investors are planting seeds for tomorrow, the recent $150M funding shows. The sector is brimming with impeccable startup opportunities—product innovation, tech integration (blockchain, AI, and VR), sustainability initiatives, e-commerce, etc.—yet…

There are significant challenges on the line

The lack of regulatory certainty is holding the industry back, making it hard for startups to stand out and attract long-term financial backing. Legal institutions such as the FDA and the NFR are still in the ring, throwing punches over the pros and cons of CBD. And as a 2022 NCIA report showed, over 90% of cannabis ventures claimed legal rollercoasters to be a major concern.

Plus, competition is up dramatically. Yes, breaking into the market is a breeze, yet carving out a steadfast foothold is where the true challenge lies. Both the newcomers and the top dogs, such as Charlotte’s Web, Lord Jones, and Curaleaf, are locked in a green race for dominance, channeling substantial resources into strategic marketing campaigns, tech innovations, and distinctive market propositions. Thus…

To flourish, you need more than just a seed of an idea

Having attracted more than $2B in funding, driven the growth of 600+ startups within 80+ industries, including the cannabis wellness sector, and crafted numerous impeccable go-to-market strategies and business blueprints, at Waveup, we’ll guide your business journey from seedling to full bloom. Let’s harvest the insights on the industry by checking our cannabis wellness market research.

4x growth
Of the cannabis wellness market size is expected by 2032, jumping from $15.9B to $60.2.


Is the market revenue percentage of the CBD segment within the cannabis wellness industry.


of US adults have CBD on their radar.


US states have legalized cannabis wellness use for adults.


of cannabis ventures admitted innovative products as a key driver of their company growth.


In 2022, the cannabis wellness venture capital raised over $150M in funding

Key verticals with most funds channeled to: 

  • Product Development and Innovation
  • Technology and Software
  • Research and Development
  • Marketing and Brand Development

Leading cannabis wellness venture capital firms

Write to us to know more


Challenges cannabis wellness startups overcome

Starting and growing a business in the cannabis wellness sector comes with its unique set of challenges.

Navigating the green maze

In many jurisdictions, the cannabis industry is skating on thin ice due to legal uncertainties. The regulatory bodies, such as the FDA and the NFR, are still debating labeling and marketing CBD—either considering it a dietary supplement simply added to food or a prescription-required drug. Engaging the experts to navigate the legal-related issues coupled with developing infrastructure for compliance can be one of the possible solutions.

Surviving in the green arena

Despite being home to a mere sprinkling of startups (nearly 400 nowadays) in a still-evolving landscape, the cannabis wellness industry is a hotbed of intense rivalry. Low entry barriers and attractive profit margins (low initial costs yet high demand) are turning up the heat in the competition. Plus, pricing dynamics, new product development, and a significant investment in splashy promotions and publicity are adding fuel to the fire. For instance, in the green rush of 2021, cannabis companies in the US spent a staggering $3.4B on promotion blitzes. To carve a niche, many startups follow the footsteps of Charlotte’s Web and Lord Jones and double down on product quality, sustainability, targeted health benefits, and premium branding.

Cultivating green minds

Yes, while CBD is steadily blossoming into the wellness world’s darling, a shadow of stigma still clings to cannabis products. Even more, many consumers lack a clear understanding of the potential benefits and risks related to cannabis products. Data from the 2022 Forbes Health survey showed that over 30% of the respondents aren’t aware about the differences between broad-spectrum CBD, full-spectrum CBD, and CBD isolate. Thus, education campaigns and collaboration with healthcare professionals are necessary for startups. Yet, without a gold fundraising strategy to back these initiatives, it would be challenging to make a splash in this bustling market.

How we can help

Fundraising advisory

From diligent industry analysis to storytelling and financial forecasts, we’re helping founders crystallize and structure key business fundamentals and translate them into a compelling investment opportunity framed in a winning cannabis wellness pitch deck.

Due diligence and portfolio support

Evaluating potential investments, conducting due diligence, and supporting portfolio companies on their new fundraising rounds.

Established companies
Growth hacking

Discovering market opportunities in the market and developing execution strategies to build actionable and scalable blueprints for growth.


Unlocking your next stage of growth

Waveup is a leading global advisory empowering companies to fuel growth, attract investments, and secure strategic partnerships.

We turn data into business insights that drive results, helping companies excel in the competitive B2C and B2B spaces across 50+ verticals, discovering and catalizing opportunities for growth.

Our investment consulting services for cannabis wellness startups

Market intelligence

Fundraising support

Pitch decks

Financial models

Investor research

Growth consulting

Go-to-market strategies

Marketing/sales materials

Design support

Learn more


What makes the industry appealing for cannabis wellness financing opportunities?

A surge in consumer interest, groundbreaking product innovations, and a progressively favorable legislative environment make the cannabis wellness industry a fertile ground for potentially lucrative investments.

What is the current size of the cannabis wellness market, and its potential for future cannabis wellness startups?

By 2032 the cannabis wellness market is projected to see a quadrupled growth, reaching $60.2B compared to 2022 $15.8B. Although the sector is still in its onset, the opportunities for startups are bountiful—educational initiatives, product and tech innovations, global expansion, quality assurance and compliance, etc.

How challenging is it to secure funding for cannabis wellness startups nowadays?

Securing funding for cannabis wellness startups can be quite challenging due to the fluid regulatory environment, making investors hesitant. Plus, the market is becoming saturated, with numerous startups (over 400 nowadays) and top players (Charlotte’s Web, Lord Jones, and Curaleaf) vying for a share of the investment pie.

How long does it take to create a cannabis wellness pitch deck and a financial model for a cannabis wellness startup?

Our expert team usually needs two or three weeks to create an insightful and visually rich cannabis wellness pitch deck and a robust financial model. Yet, there can be situations when we need around a month to finish everything. Thus, it’d be better to negotiate the timeline individually.

What are the key mistakes cannabis wellness startups make in their pitch decks?

Having come across numerous pitch deck mistakes, we’d like to highlight the most significant ones. First, some presentations lack a coherent investment narrative, dampening the overall impact and steering investors towards projects that showcase more clarity and promise. Second, many fail to address the pivotal ‘Why now?’ question, presenting a poor go-to-market strategy and business model. Finally, most cannabis wellness pitch decks fail to demonstrate traction. Like this, investors aren’t sure if everything you’re going to do will work.

What are the main challenges cannabis wellness startups face, and how are they tackling them?

Cannabis wellness startups may face competition, regulatory hurdles, and cannabis-associated stigma. To address these issues, many companies focus on robust compliance infrastructure, creating a unique market offer through innovation, and engaging in education campaigns.

How competitive is the cannabis wellness market?

Although the cannabis wellness industry is still growing, its market is highly competitive due to low entry barriers, welcoming a flood of new players (around 400 at present). This is further intensified by established companies who are fiercely guarding their dominant positions in the market.

What services do you provide for investors who are either considering or have already invested in cannabis wellness startups?

We help investors make informed decisions in the cannabis wellness sector. We offer valuable insights into potential investment opportunities through detailed research and visually appealing pitch decks. Plus, we provide full-fledged fundraising services to companies in the cannabis wellness sector and beyond, aiding their growth and success.

Do you provide cannabis wellness M&A support?

Absolutely! We are here to guide you in achieving your M&A objectives, be it in the cannabis wellness domain or other sectors. Our service package covers all the stages, from pinpointing initial deals and their evaluations by thorough due diligence to facilitating collaboration post-deal.

Do you make intros to cannabis wellness VCs?

Of course! We help link you up with the right venture capitalists in the cannabis wellness space. By assessing your project’s team setup, round size, and product, we’ll guide you in partnering with investors throughout the entire deal and beyond.

Do you provide comprehensive cannabis wellness market research on request?

Sure thing! Our expert team offers customized market insights into the cannabis wellness industry. We aim to give you a competitive edge by ensuring deep industry reports, evaluations of competitors, and wide-ranging market research. Using data from trusted sources, we help you fully understand the cannabis wellness landscape with its challenges, opportunities, and competitive dynamics.

Which cannabis wellness startup funding stages do you assist with?

Our team stands ready to assist cannabis wellness startups at every development phase, from Pre-Seed to Series C+ stages. We provide impeccable support in growth and fundraising, helping to steer your venture towards a prosperous future.

Industries we work with

Venturing into the cannabis wellness industry? You're in the right place

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