What Second Nature does

Second Nature (Second Nature Healthy Habits Ltd) is a UK-based digital health company founded in 2014 and headquartered in London that delivers a 12-month weight-management programme combining GLP-1 medications (Mounjaro, Wegovy, Wegovy Pill, and Orlistat) with structured behaviour-change coaching, a mobile application, Bluetooth-connected weighing scales, and integrations with Apple HealthKit and Google Health Connect. The company operates as a CQC-regulated healthcare provider and partners with a GPhC-registered pharmacy (Blueco Healthcare) for medication dispensing, allowing it to bundle prescribing, delivery, coaching and digital tracking into a single monthly subscription priced at £99-£229 depending on dose and commitment length. Beyond direct-to-consumer subscriptions, Second Nature is the first app-based behaviour change service to be commissioned by the NHS and serves more than half of UK Health and Care boards, having supported over 300,000 NHS referrals and 100,000+ NHS patients across tiered weight management, diabetes prevention (Healthier You), and Type 2 diabetes support services; it also runs a B2B2C partnership with Vitality Insurance. The business is funded (~$13.1m disclosed across multiple rounds including a $10m Series A led by Beringea in 2020), employs 101-250 staff, and has built a peer-reviewed evidence base of 13 studies in journals including the BMJ, Obesity, Diabetic Medicine and JMIR, reporting outcomes such as 6.2kg average weight loss at 12 months, 90% of members maintaining weight loss beyond 12 months, and a 40% reduction in HbA1c below the Type 2 diabetes threshold within three months.

Name

Second Nature

Legal name

Second Nature Healthy Habits Ltd

Website

https://secondnature.io

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Second Nature is a London-based, CQC-regulated digital health company that combines GLP-1 weight-loss medication with a 12-month behaviour-change programme, mobile app and multidisciplinary coaching, serving UK consumers, the NHS (over 300,000 referrals), and health insurers like Vitality.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription programme fees: Monthly subscription fees for the 12-month weight loss programme. Prices range from £149-£229 per month depending on medication dose. The 12-month commitment plan offers savings of £325 (approximately £25 discount per month), bringing effective monthly cost to £99-£179.
2. GLP-1 medication delivery: Medication (Mounjaro, Wegovy, Orlistat) is included in the monthly programme price. The service dispenses and delivers weight loss medications monthly, with all medication and support bundled together in one price.
3. NHS commissioning contracts: Second Nature services are commissioned by NHS Clinical Commissioning Groups and Health and Care boards across the UK. Services include self-guided weight management, Tier 2 weight management, Tier 3 specialist weight management, diabetes prevention (Healthier You), and Type 2 diabetes management services.
4. Health insurer partnerships: Services are provided to health insurer clients and employer benefit programmes. Vitality Insurance uses Second Nature to support their clients with weight management services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Second Nature is a digital health platform that delivers a 12-month habit-change programme combining GLP-1 weight-loss medications (Mounjaro, Wegovy, Wegovy Pill, Orlistat) with personalised health coaching, a mobile app, weekly check-ins, and peer community support. The service also operates as a commissioned NHS provider across self-guided, Tier 2, Tier 3, and diabetes prevention pathways for the UK public health system.

Product overview

Second Nature is a digital health company offering a comprehensive weight management ecosystem comprising a 12-month habit change and medication programme (combining GLP-1RA medications with behaviour change coaching), a mobile application, and NHS/partnership services. The core product combines prescription weight-loss medications (Mounjaro, Wegovy, Wegovy Pill, and Orlistat) with personalised health coaching, daily educational content, habit tracking, and peer community support—all accessible via the Second Nature mobile app. Beyond consumer-facing services, Second Nature provides commissioned NHS services including Self-Guided Weight Management, Tier 2 and Tier 3 Weight Management, Medication Supported Weight Management, Type 2 Diabetes Prevention, and Type 2 Diabetes Support. The company holds CQC regulation and GPhC pharmacy registration, with outcomes published in peer-reviewed journals including the BMJ.

Differentiator

Problem solved

Functional benefit

Products and services

• Second Nature Weight Loss Medication Programme A 12-month habit change and medication programme combining GLP-1RA medications (Mounjaro, Wegovy) or Orlistat with personalised health coaching, an app, weekly check-ins, and behaviour change support to help users lose weight and maintain results. Sold as a monthly subscription to individual consumers.
• Second Nature Mobile App

Quantifiable outcome

• Up to 25% body weight loss in 12 months with most effective treatment (SURMOUNT-4 trial reference)
• +6 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• NHScoreStrategic or Co-development PartnerSecond Nature is the first app-based behaviour change service commissioned by the NHS. Services are used by more than half of all NHS Health and Care boards in the UK. Partnership includes self-guided weight management, Tier 2 weight management, Tier 3 specialist weight management, Type 2 diabetes prevention (Healthier You), and Type 2 diabetes management services. Over 100,000 NHS patients supported and 300,000+ NHS referrals handled. Outcomes published in BMJ Open Diabetes Research & Care.
• Vitality InsurancecoreChannel Partner/ Reseller/ DistributorVitality Insurance has chosen Second Nature to support their clients with weight loss and health improvement programmes. Second Nature is offered as a benefit to Vitality policyholders seeking weight management support.
• Blueco HealthcarecoreImplementation/ SI/ Consulting PartnerBlueco Healthcare is Second Nature's registered online healthcare provider and pharmacy partner. Regulated by CQC (provider ID 1-19176166626), with Superintendent Pharmacist Haroon Amanji (GPhC 2070534). Dispenses medications (Mounjaro, Wegovy, Orlistat) from GPhC-registered pharmacy (9013068) at 468 Ranglet Road, Preston. Prescribing decisions made independently by qualified prescribers following clinical assessment.
• Healthier You (NHS Diabetes Prevention Programme)majorStrategic or Co-development PartnerSecond Nature delivers Type 2 diabetes prevention services as part of the Healthier You NHS Diabetes Prevention Programme, helping people reduce their risk of developing type 2 diabetes through lifestyle coaching.
• Digital Health LondonminorStrategic or Co-development PartnerPartnership with Digital Health London supporting digital health innovation and NHS digital transformation initiatives.
• FREEDminorStrategic or Co-development PartnerPartnership with FREED ( Fatty Liver Disease) supporting early intervention and management of fatty liver disease through weight management services.
• Amazon Web Services (AWS)majorTechnology or IntegrationAWS provides cloud infrastructure for the Second Nature app and website. AWS AI tools (Bedrock) are used to generate coaching conversation summaries and draft responses, with direct identifiers excluded. All data hosted within AWS UK region (eu-west) complying with GDPR and UK GDPR.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Juniper: UK-based weight management service combining GLP-1 medication with behaviour coaching. Directly competes with Second Nature in the UK DTC GLP-1 + coaching category with similar bundled subscription model.
• Noom: Digital weight management platform combining coaching, habit change, and behaviour modification. Both companies deliver 12-month behaviour change programmes targeting sustainable weight loss with health coach support, competing for the same consumer segment.
• Calibrate: US-based digital health company combining GLP-1 medication prescription with 1:1 coaching and behaviour change. Direct competitor in the medication + coaching bundled weight management category, operating in the US market where Second Nature is expanding.
• Found: Direct-to-consumer weight management combining GLP-1 medication access with behaviour coaching and community support. Targets the same GLP-1 + coaching value proposition as Second Nature, primarily in the US market.

Broad incumbents

• Hims & Hers Health: Large direct-to-consumer telehealth platform that has expanded into weight loss with GLP-1 medications. Has dramatically larger scale, capital, and marketing reach; competes with Second Nature in US GLP-1 subscription services.
• Ro: US direct-to-consumer telehealth platform offering GLP-1 weight loss programmes with bundled coaching. Well-funded (>$1B raised), competes with Second Nature in US market and represents the primary scaling threat to Second Nature's US ambitions.
• WW International (Weight Watchers): Established global weight management brand now incorporating GLP-1 support and digital coaching. Broad incumbent competing in behaviour change weight management with much larger brand recognition and capital base.
• Slimming World: UK-established weight management brand with in-person groups and digital programme. Competes with Second Nature in the UK weight management consumer market with a different (non-medication) approach but overlapping customer base.

Regional players

• Oviva: European digital health company providing NHS-commissioned weight management and Type 2 diabetes prevention services. Directly competes with Second Nature for NHS contracts across the UK, with similar coaching-led behaviour change model.
• Liva Healthcare: European digital health platform delivering NHS-commissioned behaviour change programmes for diabetes prevention and weight management. Direct competitor for UK NHS contracts with similar coaching and app-based delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/secondnature
• Xx.com/sn_health2

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds10 records

Investors13 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 Second Nature