For someone who had spent nearly three decades in genetics, working at the forefront of innovation, the moment was jarring.

Standing in a small hospital in rural East Tennessee, he watched as a pathologist pulled out a digital camera to show images of his father’s cancer cells.

This was someone who had worked across the globe, connected to cutting-edge advancements in cancer genetics. And yet, in that moment, none of it seemed accessible when it mattered most.

“I told my dad, we’ve got your diagnosis, we’re out of here, right? I know who to call,” he said. “And my dad said absolutely not. This is my doctor. This is my hospital.”

It wasn’t just any hospital. It was personal. His father had helped build parts of it. As a child, he had been there, helping run wire through the walls.

And so, despite all his knowledge and access, he couldn’t get his father to what he believed was the best care available.

“I could not get him the best. We got the best that area could offer, but I couldn’t get him the best.”

That experience, and the later loss of both his parents to cancer, became the foundation for what would eventually become Jura Health.

At its core, Jura Health exists to solve a problem that is both simple and deeply entrenched.

“Healthcare is not equal. Your zip code matters more than your genetic code.”

Nowhere is that more evident than in the world of rare diseases.

“Nobody says, I think I’ve got a rare disease,” he explained. “What they say is, I got this thing and then that thing happened and my doctor’s telling me this and then that thing is going on and my kid is this.”

What follows is often a long, exhausting journey. Studies show it often takes more than six years to diagnose these types of diseases. In some cases, particularly with complex conditions, it can take up to 30 years to diagnose.

For families, especially those outside major medical hubs, those years can stretch even longer.

Initially, the idea was to disrupt cancer genetics. But a conversation shifted everything. A friend shared a startling statistic: Rare diseases collectively affect far more people than cancer.

That realization led to months spent working alongside advocacy groups and families navigating the system.

“And so I spent probably 6 months with different advocacy groups and events and things.”

He soon realized she was absolutely right. The problem was bigger. And the need was urgent.

At its simplest, Jura Health’s mission is easy to understand.

“We solve these medical mysteries,” Moore said.

But behind that simplicity is a system designed to remove barriers that have historically made diagnosis slow, expensive and inaccessible.

The process starts at home. Instead of requiring specialized visits or blood draws, patients receive a test kit in the mail. The kit doesn’t even require a blood draw. It’s simply a cheek swab.

The goal is radical accessibility.

“If you got a phone and access to a mailbox, you can have the biggest genomic test on the planet.”

That includes shipping kits anywhere, from a home address to a church or a relative’s house, ensuring geography is no longer a limiting factor.

But the test itself is only part of the journey. What comes after can be life-altering.

“We’re going to tell you either it’s negative, which is kind of heartbreaking, or we’re going to tell you you have this disease.”

Neither outcome is easy.

To help families navigate that moment, Jura Health provides what they call a “next steps” report, breaking down complex genetic findings into plain language and guiding patients step by step.

For a company rooted in solving access problems, the decision to expand into Louisiana, and specifically Shreveport, might seem unexpected. But for Jura Health, it made perfect sense.

An early introduction through Startup Prize opened the door. What followed was something the founder hadn’t experienced anywhere else.

“I showed up a day and a half early… and I went to the very first clinic and they were so excited by us. They handwrote for me other clinics to go visit and then told them I was coming.”

That level of openness and collaboration stood out immediately. Every time he returns, he has similar experiences.

“The people were everything.”

In healthcare, access isn’t just about technology. It’s about people. Jura Health’s model depends heavily on understanding what are known as social determinants of health — factors like housing, food security and community support that influence whether someone can actually receive care.

“And what it’s basically saying is like, even when you’ve got the best in healthcare, if you’ve got food insecurities or housing insecurities… that keeps you from getting that healthcare.”

That’s where Louisiana stands out.

“The people in Louisiana are really good at community.”

In a state where relationships run deep and connections are often just one introduction away, barriers can be overcome faster and more effectively.

Today, Jura Health is still in the early stages of its presence in Shreveport, but the trajectory is clear.

“We’re expanding there now. We’re growing there faster than here [in Colorado].”

In fact, he sees the region as a potential long-term hub for the company.

“I wouldn’t be surprised if Shreveport is a major hub for huge portions of our operations.”

Despite the momentum, the path hasn’t been easy. One of the biggest hurdles is navigating the complexity of the healthcare system itself, particularly insurance.

“Our test is amazing. But getting money, getting paid by Medicaid is hard.”

Because of past fraud in genetic testing, approvals can take months.

For patients who have already spent years searching for answers, those delays are especially difficult.

“They get some hope… and then we’re like, sorry, you know, make you wait.”

Like any startup, Jura Health is still evolving.

“The list is so long,” he said when asked about challenges. “You just don’t know… it’s like having kids… it’s real hard and it’s real rewarding.”

But the mission remains clear.

From a moment of frustration in a small Tennessee hospital to a growing presence in Shreveport, the goal has always been the same: to make world-class care accessible to anyone, anywhere.

And in Shreveport, where community runs deep, that mission has found fertile ground.

Because in the end, solving medical mysteries isn’t just about science. It’s about making sure the answers reach the people who need them most, no matter where they live.

This article was originally published in the May 2026 issue of Three18 Insider magazine. Photos courtesy of Jura Health and Jeremy Hernandez.