Noom is taking baby steps.
What’s happening: The digital health platform launched a free tier of its “microhabits” app and named actress Rebel Wilson as a wellness ambassador.
Micro moves. Using real-world perks and gamification to guide behavior change, the new tier includes AI-powered body scan and food log tools. Promoted alongside its microdosed GLP-1 program, Noom says the pairing kickstarts “the action-motivation flywheel.”
On track. Launched in July after fallout with Eli Lilly, Noom’s microdose platform combines compounded low-dose GLP-1s with 1:1 coaching and personalized support. Leveraging Rebel Wilson’s personal story, it’s trying to normalize weight loss meds as part of a healthy lifestyle.
Small wins. Chipping away at access and stigma, Ro partnered with Serena Williams to humanize treatment, WeightWatchers enlisted Queen Latifah for GLP-1s x menopause, and Hims acquired compounding pharmacies, despite being cut off by Novo Nordisk.
Punchline: Facing scrutiny and competition, telehealth companies are finding new ways to pull users into their ecosystems.
