Simple Life is getting smarter.
What’s happening: The London-based behavioral coaching company secured a $35M Series B led by actor Kevin Hart’s HartBeat Ventures to advance AI-powered plans.
Lean machine. Counting 800K subscribers, the Simple app blends human support with AI to personalize meals, movement, and mindset in real-time. Its AI coach Avo learns from user behavior and biometrics — completing 100K coaching chats and logging 300K meals daily.
Pitched as an accessible entry point for weight management, the app hit 20M downloads and $100M in ’24 revenue. Upping personalization and adding gamification to fuel healthy habits, it’s eyeing women’s health and GLP-1 companion pathways.
AI-ccountability. Tapping behavioral science, wellness brands are engineering outcomes.
“Coaches” from WHOOP, Oura, and Ultrahuman combine blood analysis with biometric insights, Apple is building an AI “doctor,” and Noom debuted smarter, gamified coaching.
Proving ground. As competition converges, Simple is standing on results, with a peer-reviewed study showing 42% of 50K+ users lost ≥5% body weight after a year, 89% sustained results after six months, and AI-guided users saw 40% higher adherence.
Looking ahead: As AI becomes the health coach of choice, behavior change agents are merging data, diagnostics, and daily habits — making lifestyle medicine the new prescription.
