About.com, a business owned by IAC, has launched its first standalone media property, a healthcare website called Verywell that is designed to help consumers find relevant health and wellness information.

IAC owns a number of other web properties, including Match Group, which runs Match.com and Tinder, Dictionary.com, College Humor, Vimeo, and even another digital health-focused company, Daily Burn.

“When About started in 1996, the internet was kind of the wild west and you trusted content from names that you knew and trusted, like AOL, MSN, and About.com,” About.com CEO Neil Vogel told MobiHealthNews. “But then as the world has moved forward that’s not actually how the internet works anymore. You trust content from specialized verticals. Like, if you hurt your knee at the gym this weekend, you’re much more likely to take advice from a specialty health site than you are a place that has health and also teaches you how to stain your floors.”

About.com has migrated about 50,000 pieces of content that range in topic, from medical conditions to wellness information, to Verywell. All medical facts are reviewed by board-certified physicians and, according to Vogel, almost all of the content has been revised, edited, or lightly updated within the last year. The website’s content creators include doctors, trainers, dietitians, and other health professionals. Vogel said there is a 60-person team dedicated to Verywell, including content writers, designers, product people, and engineers.

Verywell is just the first vertical that About.com plans to launch. Others that will eventually launch include personal finance, tech, and travel. Vogel said About.com started with health because it was the company's biggest vertical.

One thing that sets Verywell apart from competitors like WebMD, Everyday Health, and Healthline Media, according to Vogel, is the tone of the writing.

"We are trying to be super friendly, accessible, but not dumbed down health content," he said. "When we decided to build this vertical, we put together a team to go do it and we told our team very specifically, ‘There is no reason health content should be the way it is currently on the internet, which is very clinical, very scary, very confusing to read, very messy.' Why shouldn’t the health content consumption experience be like everything else we do?"

Verywell doesn’t have an app because Vogel said the website is mobile responsive, but the company hasn’t them out for the future.

“In terms of an app business, I don’t think we’re going to have a Verywell app that just mimics our website,” Vogel said. “But what I do think you’ll see from us is topic-specific and more tool-like apps. Maybe things that would help you deal with a specific condition. I think there are some trackers that we are really interested in. Some things around diet and exercise seem interesting to us. The app market is very crowded and for us to do it, I think we would approach an app like we would approach Verywell, which is, we are not just going to do an app to have an app like everyone else’s. We need to have a reason to exist or it’s just going to be a waste of time and money.”

The company also appointed its first senior medical advisor, Dr. David L. Katz, who is the founding director of Yale University's Yale-Griffin Prevention Research Center. Katz currently works as the president of the American College of Lifestyle Medicine.