Simple

What Simple does

Simple is a digital health company offering an AI-powered mobile coaching application for sustainable weight loss and healthy living. Founded in 2019 by Mike Prytkov, the company operates as part of the Palta wellness conglomerate (which also includes Flo and Zing) and is headquartered in London with legal incorporation as Simple.Life Apps Inc. in Delaware. The product serves general consumers seeking behavior-change-driven weight loss, with an additional use case supporting GLP-1 medication users during treatment and post-treatment maintenance. Reported scale includes 21M+ app downloads, 800,000+ active subscribers, more than 21 million pounds collectively lost by users, and recognition in outlets including Forbes, Glamour, Men's Health, and Fortune.

The core product is the Simple mobile app, built around Avo™, an award-winning AI virtual health coach that delivers real-time personalized actions, adaptive plans, and 24/7 text-based coaching combining behavioral science with conversational AI. Underlying technology spans natural language processing (Avo chat), a recommendation engine that personalizes daily actions from logged food, hydration, and activity, computer vision (Avo Vision menu scanning), and generative AI (Blinky, an AI health companion launched in November 2025). The company reports that more than 30 million meals have been analyzed to inform personalization, and the platform processes 4.98 million dialogues and 23.1 million messages per month as of January 2026.

Simple operates a freemium subscription business model distributed primarily through product-led growth: users download the app free on the Apple App Store and Google Play, access core features (Avo chat, Nutrition Scores, wellness trackers), and convert to Premium subscriptions for daily personalized check-ins and an expanded educational library. Recurring Premium subscriptions are the primary revenue stream, supplemented by an affiliate program operated via the Impact platform. Growth is supported by content marketing, organic social (Instagram, TikTok, Facebook, LinkedIn), an ambassador program, and earned media, with the company reporting $100 million in 2024 revenue (64% YoY growth, operating profitable) and $160 million ARR by 2025.

Name

Simple

Legal name

Simple.Life Apps Inc.

Website

https://simple.life

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Simple is a digital health company offering an AI-powered mobile coaching app for sustainable weight loss and healthy living, serving general consumers (and GLP-1 medication users) through a freemium subscription model with 800,000+ active subscribers and 21M+ downloads.

Ownership category

akta.pro rank

Product category

Digital Health / Weight Loss Coaching App

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Weight Loss Coaching (Non-Clinical) (HSADAFAB)

akta.pro secondary industries

Healthcare & Wellness Personalization (HDAAAGAI), Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• AI weight loss coaching
• Intermittent fasting app
• Digital health coaching
• Behavior change platform
• Nutrition tracking app

Headquarters

HQ city

Limasol

HQ country

Cyprus

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Premium Subscriptions: Subscription-based revenue model with free tier offering basic features (Avo chat, Nutrition Scores, wellness trackers) and Premium unlocking daily personalized check-ins, actions, and educational library. Pricing varies by subscription length; positioned as affordable alternative to human health coaches.
2. Freemium Model: Free version provides substantial functionality to drive user acquisition, with upgrade path to Premium for enhanced personalization and coaching features.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Simple operates an AI-powered mobile health coaching application that delivers personalized weight loss and intermittent fasting coaching. The core product is the Simple App, which centers on the Avo AI virtual health coach providing daily personalized actions, food tracking with Nutrition Scores, hydration and habit tracking, menu scanning via Avo Vision, and a behavior-change methodology that avoids calorie counting and restrictive dieting.

Product overview

Simple is a single, unified AI-powered mobile health coaching application focused on weight loss and wellness. The core product is the Simple App, which centers on an AI virtual health coach named Avo™ that provides personalized daily coaching, food tracking with Nutrition Scores, and intermittent fasting guidance. The product portfolio includes companion features: Blinky (an AI health companion launched November 2025) and Avo Vision (menu scanning capability), plus supplementary tools like the Macro Calculator and Calorie Calculator available through the company's blog/resources section. All offerings integrate around the central AI coach experience to support sustainable weight loss through behavior change.

Differentiator

Problem solved

Functional benefit

Brands

• Avo: Award-winning AI health coach that adapts plans in real time, guides progress, and provides personalized behavioral coaching for sustainable weight loss
• Blinky

Products and services

• Simple App AI-powered mobile health and weight loss coaching application providing personalized weight loss plans, food tracking with Nutrition Scores, intermittent fasting guidance, hydration and habit tracking, menu scanning, and 24/7 AI coaching via the Avo virtual coach. Targeted at individual consumers seeking sustainable weight loss without calorie counting or restrictive diets; available via freemium and Premium subscription on iOS and Android.
• Simple Macro Calculator

Quantifiable outcome

• 60% of coached users achieve at least 5% weight loss within 12 months
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

One partnership is on record.

• PaltaflagshipStrategic or Co-development PartnerSimple is part of the Palta family of groundbreaking wellness apps including Flo and Zing. Companies share expertise, knowledge, and the goal of creating wellness products that foster long-lasting healthy lifestyles. Palta is the parent company providing strategic support and shared resources.

Scale indicators11 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Noom: Subscription weight loss app pairing AI-driven coaching with human coaching and behavior change psychology. Directly comparable to Simple in business model (freemium-to-paid), target customer (general consumers seeking weight loss), and category (digital weight loss coaching).
• WW International (Weight Watchers): Long-established weight loss program with digital app, points-based food tracking, and coaching community. Competes head-to-head with Simple for the same general consumer weight loss segment through subscription and behavior-change methodology.
• MyFitnessPal: Leading food and calorie tracking app with massive installed base and Premium subscription tier. Highly comparable to Simple's free tracking plus premium AI coaching model, with broader nutrition positioning but less focus on intermittent fasting.
• Lose It!: Calorie counting and weight loss app with food database, macro tracking, and premium coaching features. Directly competes with Simple on the iOS/Android app stores targeting users seeking structured weight loss via tracking and guidance.
• BetterMe: AI-powered weight loss and fitness coaching app with global footprint, freemium model, and similar intermittent fasting / fasting-mimicking methodology. Highly comparable in product scope, customer base, and growth playbook to Simple.
• Cronometer: Nutrition tracking app known for high-accuracy food database and micronutrient analysis with subscription tier. Comparable to Simple in nutrition tracking emphasis and self-serve subscription model, with more clinical/detailed positioning.
• Lifesum: European-based nutrition and intermittent fasting tracking app with subscription tier. Comparable to Simple on intermittent fasting methodology, app store distribution, and weight-loss-focused consumer base, with stronger European roots.

Emerging players

• Found: Weight loss program combining app-based tracking with prescription medication (including GLP-1) and provider care. Adjacent to Simple's GLP-1 companion positioning, addressing overlapping customer segments with a clinical-plus-app model.
• Calibrate: Metabolic health platform combining clinician care, GLP-1 prescriptions, and app-based coaching for sustainable weight loss. Adjacent to Simple in the GLP-1 companion space with overlapping customer targeting but a medical-first delivery model.

Others

• Flo Health: Sister app under the Palta parent conglomerate and one of the most-used women's health apps globally. Comparable operating model (freemium health subscription, AI coaching features, mobile-first) and shares infrastructure, leadership learnings, and capital backing with Simple.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/simpleappofficial
• LinkedInuk.linkedin.com/company/simpleappofficial
• Instagraminstagram.com/simpleappofficial
• TikToktiktok.com/@simpleappofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simple