Reframe

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.

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

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

• Alcohol reduction app
• Digital behavior change
• Sober curious support
• Neuroscience wellness program
• Functional non-alcoholic beverages

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain

Revenue model

1. 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.
2. Freemium App Access: Free trial tier for 7 days used as acquisition funnel into the paid subscription offering.
3. 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

Go-to-market motion4 records

Distribution channels6 records

Marketing channels9 records

Core 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

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature8 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• Apple App StoreflagshipChannel Partner/ Reseller/ DistributorApple 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 StoreflagshipChannel Partner/ Reseller/ DistributorGoogle 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)coreImplementation/ SI/ Consulting PartnerReframe 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)coreGTM or Marketing PartnerReframe 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 CoachescoreImplementation/ SI/ Consulting PartnerReframe 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)coreTechnology or IntegrationReframe 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

Direct 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

• Xx.com/wearereframe
• Facebookfacebook.com/reframeapp
• LinkedInlinkedin.com/company/glucobit-inc
• Instagraminstagram.com/reframe_app

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors6 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 Reframe