HabitNu
- Company typePrivate
- Founded2014
- HeadquartersChicago, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
HabitNu firmographics
Firmographics- Name
- HabitNu
- Legal name
- Prana Diabetes, Inc.
- Website
- https://habitnu.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
HabitNu industry classification
Industry- Product category
- Digital Health / Chronic Disease Prevention Platform
- NAICS
- Offices of Physicians (6211)
- SIC
- Services-Health Services (8000)
- akta.pro primary industry
- Chronic Condition Virtual Care & Disease Management (Payer-Sponsored) (HLALACAE)
- akta.pro secondary industries
- Pharmacy/Medication Management & Virtual MTM (Payer-Sponsored) (HLALACAK), Chronic Condition Management & Remote Monitoring (e.g., diabetes, HTN) (HLALADAD), Medication Adherence, Reminders & Patient Support (HLACAKAF), Lifestyle & Habit Change Coaching (HSADAGAB)
Keywords
Where HabitNu is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
HabitNu business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Direct-to-Consumer Subscriptions (HabitNu Thrive): Individuals enroll in HabitNu Thrive via the app; covered by commercial plans, Medicare, and Medicaid, with a $45/month self-pay option. Includes CDC-recognized DPP, MDPP, and GLP-1 Companion programs.
- Enterprise Employer Contracts (Thrive for Employers): Customized wellness programs sold to employers, with industry-specific solutions for deskless and desk-based workforces. Business outcome framing (lower claims, higher retention, reduced absenteeism) supports B2B sales.
- State Health Department Platform Licensing: State-level license grants health departments access to HabitNu's fully integrated platform, training, and reimbursement infrastructure to scale CDC-recognized programs (DPP, DSMES) statewide.
- Healthcare Provider / Pharmacy Licensing: Custom licensing model that lets health systems, pharmacies, and community-based organizations deploy HabitNu's platform under their own branding or integrated into their EHR/EMR and pharmacy systems.
- Umbrella Hub Billing / Reimbursement Capture: HabitNu's Umbrella Hub Arrangement enables non-CDC-recognized organizations to bill Medicare/Medicaid for DPP; partners receive 100% of the reimbursement provided for claims submitted through the platform.
- Payer & Aggregator Solutions: Scalable digital health solutions for payers and aggregators (including Solera) focused on chronic disease risk reduction, member engagement, and total cost of care reduction. Includes AI risk detection, dashboards, claims integration, digital coaching, and GLP-1 companion support.
- Government Grant / Cooperative Agreement Funding: $14 million, five-year cooperative agreement from the CDC to implement a nationwide type 2 diabetes prevention program and promote health equity in priority communities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual self-pay: $45/month for HabitNu Thrive when not covered by insurance |
| Other | Multi-year contract | Enterprise employer contracts (custom pricing) |
| One time/ perpetual license | Multi-year contract | State health department / healthcare provider licensing (custom pricing) |
| Outcome Based/ Performance | Multi-year contract | Payer & Aggregator solutions (custom pricing) |
Go-to-market motion6 records
Distribution channels7 records
Marketing channels8 records
HabitNu product offering
Product offeringCore offering
HabitNu operates a digital health platform branded as HabitNu Thrive that delivers CDC-recognized clinical programs (Diabetes Prevention Program, Medicare DPP, DSMES, BPSM) combined with 1:1 health coaching, AI-driven habit tracking, and the Habi AI assistant to support weight loss, diabetes prevention, and chronic disease management. The platform is sold directly to consumers via a mobile/web app, to employers as a workforce wellness program, and licensed to state health agencies, health systems, pharmacies, and payers, with the new FATHOM platform from HabitNu Intelligence Labs adding persistence intelligence for healthcare organizations.
Product overview
HabitNu offers a unified digital health platform, branded as HabitNu Thrive, that combines CDC-recognized clinical programs (DPP, MDPP, DSMES, BPSM) with consumer and B2B lifestyle change products (HabitNu Thrive for Individuals, for GLP-1, for Employers, for Truckers, and for Payers & Aggregators). The platform is delivered as a single AI-augmented mobile and web experience that bundles 1:1 coaching, the Habi AI coach helper, the proprietary HabitTracker, and the HabitNu Index risk-scoring system, with the HabitNu Umbrella Hub Arrangement enabling licensed providers to deliver and bill for CDC-recognized programs. On top of this consumer platform, the new HabitNu Intelligence Labs division launched FATHOM, a separate enterprise-facing platform that brings Persistence Intelligence to healthcare organizations via four AI engines and a Journey Twin.
Differentiator
Problem solved
Functional benefit
Brands
- HabitNu Thrive: A personalized digital health and behavior change program combining one-on-one coaching with smart tools, habit tracking, AI assistant (Habi), and CDC-recognized Diabetes Prevention Program foundations for individuals, employers, payers, and partners.
- FATHOM
- HabitNu Thrive for GLP-1
- HabitNu Thrive for Truckers
Products and services
- HabitNu Thrive A personalized lifestyle change and chronic disease prevention platform for individuals, built on HabitNu's CDC-recognized Diabetes Prevention Program. Combines 1:1 health coaching, AI-driven habit tracking (food, water, activity, sleep, medication), peer group check-ins, and a mobile app to support weight loss, prediabetes reversal, and habit formation.
- HabitNu Thrive for GLP-1 A behavior change companion program that pairs with GLP-1 weight-loss medication therapy to improve adherence, taper dependency over time, and sustain 15% average weight loss. Includes coaching, habit tracking, and smart nudges designed to help users transition off medication without rebound weight gain.
- HabitNu Thrive for Employers Mobile-first, hyper-personalized corporate wellness program with industry-specific solutions for desk-based and on-the-go employees. Includes the Thrive Personality matching system, CDC-recognized DPP, high-touch coaching, wearable integration, and gamified engagement designed to reduce healthcare costs and absenteeism.
- HabitNu Thrive for Truckers Specialized extension of HabitNu Thrive targeting professional drivers, with features tailored to long-haul trucking lifestyles including driver health, wellness, and GLP-1 support on the road.
- HabitNu Thrive for Payers & Aggregators Scalable digital health platform for health plans and aggregators that combines AI-powered risk detection, real-time dashboards, claims integration, customizable programs, and GLP-1 therapy support to reduce chronic disease prevalence and total cost of care.
- Diabetes Prevention Program (DPP) CDC-recognized lifestyle change program designed to prevent type 2 diabetes in at-risk participants, delivered through the HabitNu platform with coaching, tracking, and 24+1 lesson curriculum in online, distance learning, or in-person modalities.
- Medicare Diabetes Prevention Program (MDPP) Medicare-reimbursable DPP variant that delivers CDC-recognized evidence-based coaching and support to Medicare beneficiaries with prediabetes, available through HabitNu's Umbrella Hub Arrangement.
- Diabetes Self-Management Education and Support (DSMES) All-in-one DSMES program that empowers individuals to manage diabetes confidently with education, digital tools, and coach support; deliverable under HabitNu's licensing model for health systems and pharmacies.
- Blood Pressure Self-Management (BPSM) Self-monitoring-based lifestyle program that helps lower and control blood pressure through self-monitoring practices and healthy behavior change, with content available on the HabitNu platform.
- FATHOM (HabitNu Intelligence Labs) Healthcare-organization-facing platform from HabitNu Intelligence Labs that introduces Persistence Intelligence for healthcare. Uses four intelligence engines and a Journey Twin to detect early drift signals, predict disengagement risk, and recommend re-engagement interventions before patients drop out of care.
- Statewide Class Finder Platform State-level class-finder platform that expands access to Diabetes Prevention Programs through health-department partnerships, allowing residents to locate nearby DPP classes.
- HabitNu Umbrella Hub Arrangement CDC Umbrella Hub Arrangement under which non-CDC-recognized organizations can deliver the DPP and bill Medicare and Medicaid through HabitNu's CDC recognition. Includes training, claims integration, and ongoing technical assistance.
Quantifiable outcome
- 75,000+ lives changed / participants engaged
- +11 more outcomes
Companies that use HabitNu
Customer profileNamed customers19 records
Segments6 records
Ideal customer profiles5 records
HabitNu technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability11 records
Feature12 records
HabitNu partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered flagship, core and minor.
- Centers for Disease Control and Prevention (CDC)flagshipHabitNu was awarded a $14 million, five-year cooperative agreement from the CDC to implement a nationwide program aimed at reducing type 2 diabetes prevalence and promoting health equity in priority communities. The initiative expands diabetes prevention services through a connected network of providers, social services, and payers, especially targeting high-risk populations.
- American Diabetes Association (ADA) - Project PowerflagshipThe American Diabetes Association selected HabitNu to deliver Project Power nationwide. The ADA's goal is to reduce health disparities and build a future without diabetes, and HabitNu's team is executing the national rollout.
- Missouri Department of Health and Senior Services (DHSS)flagshipState-level partnership to expand the Diabetes Prevention Program across Missouri, particularly into communities that previously had no access. Joyce Hoth serves as Public Health Program Supervisor for the Diabetes and Heart Disease Program and is a named collaborator.
- Ohio Department of HealthcoreState health agency partner for statewide DPP network deployment using HabitNu's platform, training, and reimbursement infrastructure.
- Virginia Department of HealthcoreState health agency partner for statewide DPP network deployment using HabitNu's platform, training, and reimbursement infrastructure.
- Montana Department of Public Health and Human ServicescoreState health agency partner for statewide DPP network deployment using HabitNu's platform, training, and reimbursement infrastructure.
- Nebraska Department of Health and Human ServicescoreState health agency partner for statewide DPP network deployment using HabitNu's platform, training, and reimbursement infrastructure.
- WithingsflagshipWithings is a key device partner: HabitNu syncs with Withings smart scales (some participants qualify for a free/discounted Withings scale), and the integration tracks weight and EDA (Electrodermal Activity) scores. Withings' B2B unit also signed onto the American Diabetes Association education push.
- EdamamcoreHabitNu partnered with Edamam to power its food database, allowing users to select food items, customize meals, and receive a personalized calorie budget based on weight, height, gender, age, and activity level with a 5% weight loss goal. Edamam's Recipe Search API is leveraged to create healthy eating habits.
- Solera (Solera Network)flagshipSolera is an aggregator/payer channel partner that routes eligible members into HabitNu programs. Solera customer support is referenced in the FAQ.
- Hispanic FederationcorePartnered with the Hispanic Federation to combat rising rates of type 2 diabetes in Hispanic communities.
- Fasten HealthcoreHabitNu and Fasten Health enable Medicare member enrollment and engagement through the CMS ACCESS model.
- Gateway Region YMCAcoreGateway Region YMCA delivers the National DPP (and is expanding into hypertension and diabetes management) on HabitNu's platform. Kimberly Thro serves as Association Director of Community Health.
- Trinity HealthcoreHealth system partner for deploying HabitNu's DPP/DSMES/BPSM programs with EHR integration.
- Metro HealthcoreHealth system partner for deploying HabitNu's DPP/DSMES/BPSM programs with EHR integration.
- Garnet HealthcoreHealth system partner for deploying HabitNu's DPP/DSMES/BPSM programs with EHR integration.
- Gibbs (health system)minorHealth system partner; logo listed on Health Systems & Pharmacies page.
- Blanchard Memorial Health (BMH)minorHealth system partner; logo listed on Health Systems & Pharmacies page.
- Medical University of South Carolina (MUSC)coreAcademic medical center partner; logo displayed on the HabitNu home page.
- Tampa General HospitalcoreHospital partner; logo displayed on the HabitNu home page.
- UVA Health School of MedicinecoreAcademic medical partner; logo displayed on the HabitNu home page.
- FMS PharmacyminorPharmacy partner; logo listed on Health Systems & Pharmacies page.
- Charleston Digital CorridorminorLocal Charleston, SC business/tech community partner; logo displayed on the HabitNu home page.
Scale indicators15 records
Recent moves11 records
Expansion highlights7 records
HabitNu competitors and assessment
Company assessmentDirect peers
- Virta Health: Virta is a direct competitor in digital diabetes reversal and chronic disease management, with employer and payer contracts and similar outcome-based value propositions (HbA1c reduction, weight loss). Closely comparable on the type 2 diabetes management and payer/employer channels.
- Noom: Noom is a direct competitor in consumer digital weight loss and behavior change, with employer wellness offerings. Comparable on the consumer subscription, weight loss, and employer GTM motions, though Noom is broader and not CDC-recognized for DPP.
- Omada Health: Omada is a direct competitor in CDC-recognized digital DPP and chronic disease prevention, serving employers, payers, and health systems with a similar coaching-plus-platform model. Comparability is highest on the DPP, DSMES, and employer wellness segments.
- Cecelia Health: Cecelia Health is a digital health company providing coaching for diabetes, obesity, and cardiovascular conditions to payers, providers, and pharma. Comparable to HabitNu on the diabetes coaching, payer, and GLP-1 companion opportunities.
Others
- Withings: Withings is a connected health device manufacturer (smart scales, blood pressure monitors, wearables) integrated into HabitNu. Comparable as a technology/ecosystem partner rather than a direct competitor, and adjacent on chronic disease self-monitoring use cases.
- Solera Health: Solera is a health benefit aggregator that routes members into DPP and chronic disease prevention programs, including HabitNu's. Functionally a channel partner for HabitNu but also a peer in the broader DPP/aggregator marketplace with competing program providers.
Broad incumbents
- WW International (Weight Watchers): WW is a broad incumbent in consumer weight management and corporate wellness. Overlaps with HabitNu on consumer weight loss and employer wellness segments, but is not focused on CDC-recognized DPP or diabetes remission outcomes.
- Verily (formerly Google Life Sciences): Verily operates broader chronic care and population health platforms (e.g., Onduo for diabetes) with deep payer and employer relationships. Comparable on the digital diabetes and population health management segments but at much larger scale and as part of a broader Alphabet portfolio.
- Lingo (by Teladoc / Livongo): Teladoc/Livongo is a broad incumbent in digital chronic care management, including diabetes. Overlaps with HabitNu on employer/payer diabetes and weight management offerings, but operates at much larger scale and as part of a broader virtual care portfolio.
Emerging players
- Fruit Street Health: Fruit Street delivers a CDC-recognized digital DPP using wearable devices and telehealth. Comparable to HabitNu on DPP delivery and wearable integration, though smaller in scale and more narrowly focused on the DPP use case.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks5 records
Key highlights7 records
Customer concentration
HabitNu social profiles
Digital presenceHabitNu compliance and trust
Trust signalCompliance6 records
HabitNu financial estimates
Financial estimateRevenue estimate
Valuation estimate
HabitNu leadership team
Management profileNumber of profiles
Profiles7 records
HabitNu subsidiaries and ownership
Company hierarchySubsidiaries1 record
HabitNu funding detail
Funding detailFunding overview
Funding rounds4 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HabitNu 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 HabitNu
What does HabitNu do?
HabitNu operates a digital health platform branded as HabitNu Thrive that delivers CDC-recognized clinical programs (Diabetes Prevention Program, Medicare DPP, DSMES, BPSM) combined with 1:1 health coaching, AI-driven habit tracking, and the Habi AI assistant to support weight loss, diabetes prevention, and chronic disease management. The platform is sold directly to consumers via a mobile/web app, to employers as a workforce wellness program, and licensed to state health agencies, health systems, pharmacies, and payers, with the new FATHOM platform from HabitNu Intelligence Labs adding persistence intelligence for healthcare organizations.
Is HabitNu a public or private company?
HabitNu is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HabitNu founded?
HabitNu was founded in 2014. It employs 11 to 50 people.
Where is HabitNu based?
HabitNu is headquartered in Chicago, United States, in the North America region.
How does HabitNu make money?
Seven revenue lines are on record. Direct-to-Consumer Subscriptions (HabitNu Thrive) is the primary driver. The others are enterprise Employer Contracts (Thrive for Employers), state Health Department Platform Licensing, healthcare Provider / Pharmacy Licensing, umbrella Hub Billing / Reimbursement Capture, payer & Aggregator Solutions and government Grant / Cooperative Agreement Funding.
Who are HabitNu's main competitors?
Direct peers on record are Virta Health, Noom, Omada Health and Cecelia Health. Others are Withings and Solera Health. Broad incumbents are WW International (Weight Watchers), Verily (formerly Google Life Sciences) and Lingo (by Teladoc / Livongo). Fruit Street Health is listed as an emerging player.
Does HabitNu have an API?
No public API is recorded for HabitNu.
What industry is HabitNu in?
HabitNu's product category is Digital Health / Chronic Disease Prevention Platform. Its primary akta.pro industry code is HLALACAE, Chronic Condition Virtual Care & Disease Management (Payer-Sponsored), with a secondary code of HLALACAK, Pharmacy/Medication Management & Virtual MTM (Payer-Sponsored). Its NAICS code is 6211 and its SIC code is 8000.