Simple
Category: AI in Healthcare
AI-powered health and wellness app that provides personalized coaching for sustainable weight loss and healthy living through conversational AI coach 'Avo' and gamified experience with mascot 'Blinky' Simple was founded in 2019. The company is led by Mike Prytkov. Based in London, United Kingdom. Team size: 101-500. Total funding raised: $45M total (all rounds). Latest round: Series B ($35M, October 2025). Key investors include HartBeat Ventures, Liquidity, Yuri Gurski.
- Founded
- 2019
- Headquarters
- London, United Kingdom
- Team size
- 101-500
- Total funding
- $45M total (all rounds)
Value proposition
Provide practical, positive, and personalized AI coaching for long-term weight loss and well-being without restrictive dieting, obsessive calorie counting, or extreme restrictions
Products and solutions
Simple App: AI-powered health coaching application featuring personalized plans, real-time nutritional analysis, food scanner, meal logging, and on-demand coaching through AI coach 'Avo', Blinky: Gamified health companion mascot for motivation and habit formation
Unique value
Core innovation is an AI coach ('Avo') that uses LLMs for personalized, adaptive coaching with real-time nutritional analysis, habit scoring, long-term contextual memory, and Just-In-Time Adaptive Interventions (JITAIs)
Target customer
Individuals seeking personalized, AI-driven support for weight loss and improved overall health
Industries served
Health & Wellness, Artificial Intelligence, Mobile Applications, Digital Health
Technology advantage
Proprietary conversational AI coach (Avo) enabling scalable, personalized coaching; profitable with $100M revenue in 2024 and $160M ARR in 2025; Avo sent 23.1M coaching messages in January 2026
How they differentiate
Focuses on personalized, AI-driven conversational coaching rather than generic lesson-based or calorie-only approaches; emphasizes sustainable behavior change without extreme restrictions, with gamified elements through mascot Blinky
Main competitors
WeightWatchers, MyFitnessPal, Noom
Key partnerships
HartBeat Ventures (led Series B funding round), Liquidity (participated in Series B), Palta (growth advisor and EIR relationship)
Notable customers
Consumer users with documented weight-loss success stories, Over 21 million app downloads, ~800,000 subscribers / active users, Users collectively lost 20M+ pounds
Major milestones
Raised a $35M Series B funding round led by HartBeat Ventures in October 2025, Reported $100M revenue in 2024 (64% YoY) and $160M ARR in 2025, Achieved operating profitability, AI coach Avo delivered 19M messages in Jan 2025 and 23.1M in Jan 2026, Named Best Virtual Health Coach in MedTech Breakthrough Awards 2025 and again in 2026, Won silver in Mobile Applications at Digital Health Awards Spring 2026, Over 21 million app downloads; users collectively lost 20M+ pounds
Growth metrics
Reported $100M revenue in 2024 (64% YoY) and $160M ARR in 2025; operating profitability; ~800K subscribers; Avo delivered 19M messages in Jan 2025 and 23.1M in Jan 2026 (~293K/day in 2026); 42% of users achieved ≥5% weight loss at one year in peer-reviewed study of 50,000+ users; 21M+ downloads
Market positioning
Positioned as a premium, AI-powered health and wellness coach for personalized weight loss; MedTech Breakthrough Best Virtual Health Coach in 2025 and 2026; Digital Health Awards silver (Mobile Applications) Spring 2026
Geographic focus
Headquartered in London with global mobile app distribution; significant user base in North America and Europe
Patents and IP
No public information on patents
About Mike Prytkov
Co-founder and CEO of Simple; previously COO and CMO at Appness, a mobile advertising platform
Latest news about Simple
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Official website: https://simple.life