Reframe
Reframe (by Glucobit Inc.) is a mobile app that helps consumers reduce or quit alcohol through a neuroscience-based program, drink tracking, daily courses, an AI chatbot, and a 24/7 peer community, also serving therapist referrals and employer wellness buyers.
- Company typePrivate
- Founded2018
- HeadquartersAtlanta, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingSoftware
What Reframe does
Reframe (operated by Glucobit Inc., headquartered at 6120 Windward Pkwy, #165, Alpharetta, GA) is a mobile application that helps consumers reduce or eliminate alcohol consumption through a neuroscience-based behavior change program. The app combines daily educational tasks covering the psychology and neuroscience of alcohol, a personalized drink tracker, in-depth video courses, a 24/7 anonymous community forum with daily Zoom check-ins, an in-app toolkit (meditations, distraction games, videos), and an AI chatbot named Melody. Reframe explicitly positions itself as a habit-change platform rather than a clinical treatment for alcohol use disorder (AUD), targeting 'sober-curious' and 'gray area' drinkers who want to cut back without AA or inpatient care.
The core product is distributed via the Apple App Store (id 1485756576) and Google Play (com.glucobit.reframe) with a 7-day free trial converting to a paid annual subscription; specific pricing is not publicly disclosed on the website. The company reports 4.5M+ downloads and 52K+ five-star reviews as of August 2025, with cumulative engagement of 1B+ drinks eliminated. The go-to-market is primarily product-led and content-led, supported by a large SEO blog (topic clusters on alcohol, mental health, binge drinking, etc.), a podcast, organic social, monthly themed challenges (Dry January, Sober October), and B2B referral channels via 'Reframe for Therapists' and 'Reframe for Businesses.'
The company is also expanding adjacent revenue lines: Liquid Luck, a non-alcoholic functional beverage line (Calm, Energy, Focus, Mood SKUs) formulated with adaptogens and L-glutamine, sold direct-to-consumer via the Reframe e-commerce storefront; and a custom coaching portal (reframeapp.coach). Cumulative disclosed funding totals approximately $27.4M across 2021–2022 rounds, including a Y Combinator pre-seed, earlier seed rounds with Atlanta Ventures and Liquid 2 Ventures, and a $12.5M round led by Goodwater Capital with Atlanta Ventures, HOF Capital, and Pioneer Fund.
Reframe firmographics
Firmographics- Name
- Reframe
- Legal name
- Glucobit Inc.
- Website
- https://joinreframeapp.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Reframe (by Glucobit Inc.) is a mobile app that helps consumers reduce or quit alcohol through a neuroscience-based program, drink tracking, daily courses, an AI chatbot, and a 24/7 peer community, also serving therapist referrals and employer wellness buyers.
- Ownership category
- akta.pro rank
Reframe industry classification
Industry- Product category
- Digital Health / Behavior Change App
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- Medication Adherence, Digital Therapeutics & Remote Coaching (condition-specific programs) (HLALAFAF)
Keywords
Where Reframe is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Reframe business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Reframe App Subscription: Recurring subscription revenue from the Reframe alcohol reduction mobile app. 7-day free trial converts to paid subscription for full access to neuroscience-based program, drink tracker, courses, community, and toolkit.
- Freemium App Access: Free trial tier for 7 days used as acquisition funnel into the paid subscription offering.
- Liquid Luck Functional Beverage Sales: Direct e-commerce sales of Liquid Luck non-alcoholic functional elixirs (Calm, Energy, Focus, Mood variants), each at 50 calories, 0% alcohol, gluten-free, vegan, non-GMO. Currently in 'Coming Soon' / pre-order phase for some variants.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Reframe App — 7-day free trial, then paid subscription |
| Other | One-time | Liquid Luck Functional Elixir — pre-order / direct purchase |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels9 records
Reframe product offering
Product offeringCore offering
Reframe (operated by Glucobit Inc.) operates a mobile app that helps users cut back on or quit drinking through a 120+ day neuroscience-based program that includes daily lessons, drink tracking, peer community, one-on-one coaching, and an AI chatbot assistant. The company also offers the Reframe platform to therapists and employers as a white-labeled support tool, and has launched Liquid Luck, a line of non-alcoholic functional beverages (Calm, Energy, Focus, Mood) for the sober-curious consumer.
Differentiator
Problem solved
Functional benefit
Brands
- Liquid Luck: Liquid Luck is a functional, non-alcoholic beverage line launched by Reframe (Glucobit Inc.) designed to ease alcohol cravings, with variants branded Calm, Energy, Focus, and Mood.
Products and services
- Reframe App
- Reframe for Therapists
- Reframe for Businesses
- Liquid Luck Functional Beverages
Quantifiable outcome
- 91% of Reframe users noted a substantial decrease in alcohol use within 3 months
- +5 more outcomes
Companies that use Reframe
Customer profileSegments6 records
Ideal customer profiles3 records
Reframe technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature8 records
Reframe partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship and core.
- Apple App StoreflagshipApple App Store is the primary iOS distribution channel for the Reframe App (ID 1485756576, 'Reframe: Drink Less & Thrive'). Apple provides the marketplace, payments, and discovery surface that Reframe relies on for global consumer acquisition.
- Google Play StoreflagshipGoogle Play (package com.glucobit.reframe) is the primary Android distribution channel. Reframe features Google Play badges across its website to drive downloads.
- Therapist community (Reframe for Therapists)coreReframe operates a dedicated 'Reframe for Therapists' program where licensed therapists can recommend and refer Reframe to their clients as a digital companion to in-person therapy. The website has a dedicated landing page for therapist onboarding.
- Businesses / Employers (Reframe for Businesses)coreReframe offers a B2B channel — 'Reframe for Businesses' — through which companies can provide Reframe as an employee wellness / benefits program. Sits alongside 'Reframe for Partnerships' for broader ecosystem relationships.
- Licensed Reframe CoachescoreReframe engages licensed coaches to provide personalized guidance to app users. Coaches are referenced across blog content as part of the program's value proposition.
- Melody (in-app AI chatbot)coreReframe launched an in-app AI chatbot, Melody, powered by what the company describes as 'the world's most powerful AI technology,' to help users adjust to life with less or no alcohol.
Scale indicators7 records
Recent moves6 records
Expansion highlights3 records
Reframe competitors and assessment
Company assessmentDirect peers
- Workit Health: Workit Health offers clinician-supported digital addiction treatment including alcohol, combining telehealth, therapy and digital curriculum — a clinical-grade parallel to Reframe's evidence-based habit-change app.
- Tempest: Tempest provides a digital alcohol recovery program with evidence-based curriculum, coaching and community, closely matching Reframe's evidence-based, coach-supported, community-led model.
- Monument: Monument is an online alcohol treatment platform offering therapy, medication and community, serving a similar gray-area drinker segment to Reframe but with a more clinical orientation.
- Sunnyside: Sunnyside is a direct competitor to Reframe in the mindful-drinking / alcohol reduction D2C mobile app category. It offers a similar subscription-based tracking, coaching and goal-setting experience targeting gray-area drinkers.
- I Am Sober: I Am Sober is a sobriety-tracking mobile app with streaks, community and milestone features, directly comparable to Reframe's daily accountability, drink tracking and community forum experience.
- Pelago (formerly Quit Genius): Pelago is a digital substance-use management platform serving employers and health plans, overlapping with Reframe's 'Reframe for Businesses' offering while addressing alcohol alongside tobacco and opioids.
Emerging players
- Sober Grid: Sober Grid is a recovery social-networking app with chat, meeting finder and community features, overlapping with Reframe's anonymous community and Zoom-meeting model.
- Cutback Coach: Cutback Coach is a smaller mindful-drinking app and coaching service focused on alcohol reduction, comparable in positioning but with a narrower audience and feature set than Reframe.
Broad incumbents
- Lionrock Recovery: Lionrock Recovery provides online alcohol and drug treatment including therapy and group sessions, broader incumbent that overlaps with Reframe's behavioral and community support offerings.
- Lyric (formerly HIMS-affiliated behavioral health): Lyric (previously part of Hims & Hers Health) provides digital behavioral health and addiction treatment, including alcohol, as part of a broader telehealth portfolio, comparable in distribution model (D2C + employer) to Reframe.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights7 records
Customer concentration
Reframe social profiles
Digital presenceReframe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reframe leadership team
Management profileNumber of profiles
Profiles2 records
Reframe funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reframe M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Reframe
What does Reframe do?
Reframe (operated by Glucobit Inc.) operates a mobile app that helps users cut back on or quit drinking through a 120+ day neuroscience-based program that includes daily lessons, drink tracking, peer community, one-on-one coaching, and an AI chatbot assistant. The company also offers the Reframe platform to therapists and employers as a white-labeled support tool, and has launched Liquid Luck, a line of non-alcoholic functional beverages (Calm, Energy, Focus, Mood) for the sober-curious consumer.
Is Reframe a public or private company?
Reframe is a private company. It is classified as venture growth investor backed and is currently operating.
When was Reframe founded?
Reframe was founded in 2018. It employs 51 to 100 people.
Where is Reframe based?
Reframe is headquartered in Atlanta, United States, in the North America region.
How does Reframe make money?
Three revenue lines are on record. Reframe App Subscription is the primary driver. The others are freemium App Access and liquid Luck Functional Beverage Sales.
Who are Reframe's main competitors?
Direct peers on record are Workit Health, Tempest, Monument, Sunnyside, I Am Sober and Pelago (formerly Quit Genius). Emerging players are Sober Grid and Cutback Coach. Broad incumbents are Lionrock Recovery and Lyric (formerly HIMS-affiliated behavioral health).
Does Reframe have an API?
No public API is recorded for Reframe.
What industry is Reframe in?
Reframe's product category is Digital Health / Behavior Change App. Its primary akta.pro industry code is HLALAFAF, Medication Adherence, Digital Therapeutics & Remote Coaching (condition-specific programs). Its NAICS code is 541511 and its SIC code is 7371.