Wrapped targets a longstanding gap: everyday health-product recommendations are often verbal or buried in after-visit summaries, even as Americans spend nearly $124 billion annually on over-the-counter medicines and other non-durable medical products. Its $2.1 million pre-seed, co-led by Lightbank and Arteria Capital, is aimed at product and engineering work and more EHR integrations; the company says it is already available to more than 180,000 clinicians through athenahealth, while a case study reports a 55% purchase-completion rate.