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: 100-200. 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
- 100-200
- 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 enabling scalable, personalized coaching; achieved profitability and strong revenue ($100M in 2024) and user traction with 19 million coaching messages delivered in January 2025 alone
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 15 million app downloads, 700,000+ subscribers
Major milestones
Raised a $35M Series B funding round led by HartBeat Ventures in October 2025, Reported $100M in revenue in 2024 with 64% YoY growth, Achieved operating profitability and strong user engagement metrics, AI coach Avo delivered 19 million coaching messages in January 2025, Named 'Best Virtual Health Coach' in 2025 MedTech Breakthrough Awards, Over 15 million app downloads
Growth metrics
Reported $100M revenue in 2024, 64% YoY growth, operating profitability, 19 million coaching messages delivered by AI coach Avo in January 2025 alone, 42% of users achieved at least 5% weight loss after one year in peer-reviewed study of 50,000+ users
Market positioning
Positioned as a premium, AI-powered health and wellness coach targeting users seeking a personalized and interactive approach to weight loss, recognized as MedTech Breakthrough's 2025 'Best Virtual Health Coach'
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
Official website: https://simple.life