Palta
Palta is a Cyprus-based health and wellness technology holding company that builds and scales a portfolio of AI-driven consumer subscription apps in female health (Flo), weight management (Simple), fitness (Zing Coach), skincare (Lovi), and photo/video editing (Prisma Labs), distributed globally via mobile app stores to more than 100 million active users.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingSoftware
What Palta does
Palta is a Cyprus-headquartered (with London presence) health and well-being technology holding company founded in 2016 by Alexey Gubarev and Yuri Gurski. It operates a portfolio of consumer-facing preventative digital health and AI-driven wellness brands, the largest being Flo Health (female health app with 257M+ downloads and 35-80M monthly active users), Simple (AI weight management coaching app with 1M MAU and $100M in 2024 revenue), Zing Coach (AI-powered fitness coaching with 1M+ users), Lovi (AI cosmetologist/skin-evaluation app), and Prisma Labs (Prisma and Lensa AI photo/video editing apps with 170M+ installs). The underlying technology stack centers on proprietary AI models for personalization, prediction, computer vision, and generative AI, applied across text, image, video, and structured behavioral data.
The business model is consumer subscription-driven, monetized through freemium and premium tiers in mobile apps distributed globally via the iOS App Store and Google Play, augmented by B2B channel partnerships such as the Zing Coach–PSG collaboration reaching a 500M-fan audience. Palta functions as a co-founding partner to its portfolio companies, providing capital, product, marketing, and fundraising expertise in exchange for equity, with a stated mission to make preventative healthcare accessible to one billion people. The company has raised a $100M Series B (2021, VNV Global-led) and has generated a unicorn-valued subsidiary in Flo Health ($200M Series C). Operating geographies are global, with primary legal domicile in Cyprus and 501-1,000 employees across the portfolio.
Palta firmographics
Firmographics- Name
- Palta
- Legal name
- Palta Ltd
- Website
- https://palta.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Palta is a Cyprus-based health and wellness technology holding company that builds and scales a portfolio of AI-driven consumer subscription apps in female health (Flo), weight management (Simple), fitness (Zing Coach), skincare (Lovi), and photo/video editing (Prisma Labs), distributed globally via mobile app stores to more than 100 million active users.
- Ownership category
- akta.pro rank
Palta industry classification
Industry- Product category
- Digital Health and Wellness Apps
- NAICS
- Food (Health) Supplement Retailers (456191), Snack and Nonalcoholic Beverage Bars (722515), Diet and Weight Reducing Centers (812191)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Smoothie & Protein Shake Bars (THAFAKAB)
- akta.pro secondary industries
- Weight Management & Metabolic Supplements (CRADAGAG), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)
Keywords
Where Palta is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Palta business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- App Subscriptions: Palta portfolio companies generate revenue through subscription models within their mobile applications, with Simple reporting over 500,000 subscribers and strong revenue growth
- AI Health Coaching Subscription: Simple app generates revenue through subscription-based AI health coaching services with personalized weight loss programs
- Photo/Video App Premium Features: Prisma Labs generates revenue from Lensa app through premium features and subscriptions, with Lensa reaching #1 grossing position in 67 countries
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Zing Coach monthly subscription included in PSG partnership |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Palta product offering
Product offeringCore offering
Palta is a portfolio of preventative digital health brands that develops and operates AI-powered mobile applications for women's health (Flo), AI-driven weight management coaching (Simple), AI fitness coaching (Zing Coach), AI skincare (Lovi), and AI photo/video editing (Prisma Labs' Prisma and Lensa). The apps are distributed globally through the iOS App Store and Google Play under freemium and subscription-based models, serving more than 100 million active users worldwide.
Product overview
Palta is a portfolio company operating multiple preventative digital health brands, functioning as a platform-plus-products model. The company builds and scales health tech products including Flo (female health app), Simple (AI weight management coaching), Zing Coach (AI fitness coaching), and Lovi (AI skincare), alongside Prisma Labs (photo/video editing with Prisma and Lensa apps). Palta acts as a co-founding partner, providing expertise in product development, marketing, innovation, finance, and fundraising to support each portfolio company's growth.
Differentiator
Problem solved
Functional benefit
Brands
- Flo: The #1 female health app worldwide supporting women at each stage of their health journey with cycle tracking, personalized content, and health support.
- Simple
- Zing Coach
- Lovi
- Prisma Labs
Products and services
- Flo Health The #1 female health app worldwide, supporting women at each stage of their health journey with accurate cycle predictions, a personalized content library, secure community, and virtual health assistants that assess risk for conditions like PCOS and heavy menstrual bleeding.
- Simple (Simple Life) The leading AI weight management coaching app, democratizing access to personalized health guidance through AI coach 'Avo' for sustainable weight loss, nutrition tracking, and behavioral change support.
- Zing Coach AI-powered personal fitness companion providing hyper-personalized and engaging workout programs that adjust to individual goals, fitness levels, limitations, and real-time feelings.
- Lovi AI cosmetologist for simple and accessible face care, leveraging deep tech for skin evaluations and personalized skincare recommendations; Lovi AI surpassed the pass mark on the US medical license exam.
- Prisma AI-powered photo editing app that transforms photos into artwork using neural network-based technology. Named App of the Year 2016 on the App Store and Best app of 2016 on Google Play.
- Lensa AI AI-powered photo and video editing app featuring Magic Avatars that generate AI-crafted images placing users in fantastical landscapes; achieved viral success with tens of millions of downloads and top grossing positions in 67 countries.
Quantifiable outcome
- Users collectively lost 6.4 million pounds in 2023 through Simple app
- +3 more outcomes
Companies that use Palta
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Palta technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature5 records
Palta partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and minor.
- Paris Saint-Germain (PSG)flagshipParis Saint-Germain partnered with AI-powered fitness app Zing Coach through 2027 to offer player-inspired workouts, performance leaderboards, and VIP incentives to PSG's 500 million-strong global fanbase.
- United Nations Population FundminorFlo has partnered with international organizations including the United Nations Population Fund to facilitate research projects on important aspects of women's health.
- European Board and College of Obstetrics and GynaecologyminorFlo partnered with European Board and College of Obstetrics and Gynaecology and Society of Endometriosis and Uterine Disorders for medical research and content collaboration.
Scale indicators13 records
Recent moves6 records
Expansion highlights6 records
Palta competitors and assessment
Company assessmentDirect peers
- Noom: AI-driven weight management and behavior change platform. Closest direct competitor to Palta's Simple app — both combine AI coaching with subscription-based weight loss programs for health-conscious adult consumers.
- Clue: Female health and menstrual cycle tracking app. Most direct competitor to Flo within Palta's portfolio — both offer cycle prediction, personalized health content, and community features targeting women globally.
- Freeletics: AI-powered personalized fitness coaching app. Direct competitor to Zing Coach — both leverage AI to deliver hyper-personalized workout programs without requiring a human personal trainer.
- Natural Cycles: FDA-cleared digital birth control and cycle tracking app. Direct competitor to Flo in women's reproductive health — both use predictive algorithms for cycle and fertility tracking with subscription models.
- Picsart: AI-powered photo and video editing platform with creator tools. Direct competitor to Prisma Labs' Lensa and Prisma apps — both leverage generative AI for consumer creative editing at scale.
Broad incumbents
- MyFitnessPal: Mass-market calorie/nutrition tracking and weight management platform owned by Francisco Partners. Overlaps with Simple's weight management and nutrition tracking capabilities at significantly larger scale.
- Calm: Mental wellness and meditation subscription app. Operates in the broader digital health/wellness space adjacent to Palta's portfolio, with a similar consumer subscription model and app store distribution.
- WeightWatchers (WW): Established weight management and behavioral coaching program now including digital/app channels. Competes with Simple in weight loss but with a much broader multi-channel approach including food products and in-person workshops.
- Headspace Health: Mental health and meditation app, recently merged with Ginger for a broader mental health platform. Adjacent to Palta's preventative health portfolio in the digital wellness subscription space.
Emerging players
- Future: AI-personalized fitness coaching with human trainer hybrid model. Comparable to Zing Coach's AI fitness approach but with a higher-touch human coaching layer at premium pricing.
Market position
Strengths5 records
Weaknesses1 record
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Palta social profiles
Digital presencePalta financial estimates
Financial estimateRevenue estimate
Valuation estimate
Palta leadership team
Management profileNumber of profiles
Profiles5 records
Palta subsidiaries and ownership
Company hierarchySubsidiaries5 records
Palta funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Palta M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Palta
What does Palta do?
Palta is a portfolio of preventative digital health brands that develops and operates AI-powered mobile applications for women's health (Flo), AI-driven weight management coaching (Simple), AI fitness coaching (Zing Coach), AI skincare (Lovi), and AI photo/video editing (Prisma Labs' Prisma and Lensa). The apps are distributed globally through the iOS App Store and Google Play under freemium and subscription-based models, serving more than 100 million active users worldwide.
Is Palta a public or private company?
Palta is a private company. It is classified as venture growth investor backed and is currently operating.
When was Palta founded?
Palta was founded in 2016. It employs 501 to 1,000 people.
Where is Palta based?
Palta is headquartered in London, United Kingdom, in the Europe region.
How does Palta make money?
Three revenue lines are on record. App Subscriptions are the primary driver. The others are AI Health Coaching Subscription and photo/Video App Premium Features.
Who are Palta's main competitors?
Direct peers on record are Noom, Clue, Freeletics, Natural Cycles and Picsart. Broad incumbents are MyFitnessPal, Calm, WeightWatchers (WW) and Headspace Health. Future is listed as an emerging player.
Does Palta have an API?
No public API is recorded for Palta.
What industry is Palta in?
Palta's product category is Digital Health and Wellness Apps. Its primary akta.pro industry code is THAFAKAB, Smoothie & Protein Shake Bars, with a secondary code of CRADAGAG, Weight Management & Metabolic Supplements. Its NAICS code is 456191 and its SIC code is 2080.