Holly Health
Holly Health Ltd is a London-based digital health company operating the UKCA Class 1-certified Holly Health Habit Coach app, delivering AI-driven personalised behaviour-change coaching to NHS patients (via 200+ GP practices), B2B white-label partners such as GLL/Better UK, and direct consumer subscribers.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Holly Health does
Holly Health Ltd is a UK-based digital health company founded in 2020 and headquartered in London that operates the Holly Health Habit Coach, a UKCA Class 1 medical device available on web, iOS and Android. The product delivers personalised behaviour-change coaching through a conversational chatbot ('Holly Bird') combined with structured health tracking across sleep, nutrition, exercise, mental wellbeing, blood pressure, HbA1c and weight, integrating with Apple Health, Google Fit, Lifelight and Patients Know Best. The coaching logic is built on behavioural science inputs from clinicians and is being extended with LLM-driven conversational coaching and Just-In-Time Adaptive Interventions (JITAI) for hyper-personalised nudging.
The company sells across three segments: NHS and public health bodies (subscription contracts, with patients referred free via 200+ GP practices), B2B partners through white-label licensing at approximately £0.10 per person per year (anchored by a 2026 deployment with GLL/Better UK covering 362,000 leisure centre members), and direct-to-consumer subscriptions priced £5-9 per month with a 14-day free trial via app stores and web. A free standalone Wellbeing Check tool acts as a top-of-funnel acquisition asset.
To date Holly Health has raised approximately £2.05M across a 2022 £1.4M round (including £540k UKRI) and a 2023 £650k round (including £323k Innovate UK), from investors including Kima Ventures, Crista Galli Ventures, Paul Forster, Ed Cooke and Very Serious Ventures. Its evidence base includes a peer-reviewed JMIR study of 565 users over 12 weeks, an 89% ORCHA approval score, DTAC approval, the 2026 Data Driven Innovation & Collaboration Award with NHS Ayrshire & Arran, and featurement in NHS England's 'Sinker' review.
Holly Health firmographics
Firmographics- Name
- Holly Health
- Legal name
- Holly Health Ltd
- Website
- https://hollyhealth.io
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Holly Health Ltd is a London-based digital health company operating the UKCA Class 1-certified Holly Health Habit Coach app, delivering AI-driven personalised behaviour-change coaching to NHS patients (via 200+ GP practices), B2B white-label partners such as GLL/Better UK, and direct consumer subscribers.
- Ownership category
- akta.pro rank
Holly Health industry classification
Industry- Product category
- Digital Health Coaching
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Prepackaged Software (7372), Services-Home Health Care Services (8082)
- akta.pro primary industry
- Lifestyle & Habit Change Coaching (HSADAGAB)
- akta.pro secondary industries
- Wellness Program Design & Accountability Coaching (HSADAGAC), Medication Adherence, Digital Therapeutics & Remote Coaching (condition-specific programs) (HLALAFAF), Healthy Aging & Longevity Lifestyle Coaching (HSADAGAK)
Keywords
Where Holly Health is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Holly Health business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- NHS and Healthcare Partner Subscriptions: Recurring subscription revenue from NHS organizations, GP practices, and public health bodies. NHS patients receive the service at no cost while the NHS pays a subscription. Partnership with Kirkby PCN covering 50,000+ patients.
- B2B Licensing: White-label and B2B licensing agreements with partners such as GLL (Better UK), with pricing approximately £0.10 per person annually. Also includes licensing to employers, insurers, and healthcare providers.
- Direct Consumer Subscriptions: Direct-to-consumer subscription model priced from £5-9 per month with a two-week free trial. Self-serve acquisition through app stores and web platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | NHS/Public Health - Free for patients, subscription for NHS |
| Unit Pricing | Annual | B2B Partner Licensing - White-label and enterprise |
| Subscription | Monthly | Individual Consumer - Monthly subscription |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Holly Health product offering
Product offeringCore offering
Holly Health provides a UKCA Class 1 medical device digital health coaching platform delivered via web, iOS and Android. The Holly Health Habit Coach app delivers personalised, AI-powered conversational coaching (via the Holly Bird chatbot) and Just-In-Time Adaptive Interventions (JITAI) to support habit formation and behaviour change across sleep, nutrition, exercise, and mental wellbeing. It is offered directly to consumers, to NHS organisations through subscriptions, and to enterprise partners via white-label licensing.
Product overview
Holly Health offers a unified digital health coaching platform centred on the Holly Health Habit Coach app, a Class 1 medical device providing personalised behaviour change support across chronic conditions and day-to-day wellbeing. The core product is delivered via Web App, Android, and iOS, offering LLM-driven conversational coaching, habit tracking, and tailored content including exercise videos, articles, meditation, and recipes. The platform is extended through a White Label Service that partner organisations can embed within their own apps (first deployed with GLL's Better UK platform). A complementary Free Wellbeing Check tool serves as an entry point for individual users. The offering supports over 200 NHS partners, GLL's 362,000+ members, and targets population-scale deployment at B2B pricing from £0.10 per person per year.
Differentiator
Problem solved
Functional benefit
Products and services
- Holly Health Habit Coach A registered UKCA Class 1 medical device digital health coaching app available on Web, iOS and Android. Provides personalised habit coaching through the conversational Holly Bird chatbot, supporting behaviour change across sleep, nutrition, exercise, and mental wellbeing using evidence-based psychological approaches.
- White Label Service (Powered by Holly Health Habit Coach) White-label version of Holly Health's digital coaching service for partner organisations. Embeds the habit coaching functionality within a partner's existing app so users can access health coaching without leaving the partner ecosystem. First deployed with GLL's Better UK app.
- Free Wellbeing Check Web-based wellbeing assessment tool providing a free visual snapshot of health in 5-10 minutes. Users complete a mini wellbeing check with Holly and receive personalised habit suggestions. Offered as a free standalone tool to attract potential users to the main Holly Health platform.
Quantifiable outcome
- Peer-reviewed study published in JMIR demonstrated efficacy with 565 users over 12 weeks
- +3 more outcomes
Companies that use Holly Health
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Holly Health technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability5 records
Feature5 records
Holly Health partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, major and minor.
- GLL (Better UK)coreWhite-label partnership integrating Holly Health into GLL's leisure center network, providing digital health support to Better UK members. Partnership reaches 362,000 members across 350+ leisure facilities.
- NHS GP Practices (200+)coreNHS GP practices across the UK referring patients to Holly Health for digital health interventions. Forms the primary B2G distribution channel for the platform.
- Northumbria Primary CarecoreClinical trial partnership with Northumbria Primary Care evaluating Holly Health's effectiveness and clinical outcomes in real-world settings.
- University College London (UCL)majorResearch partnership with UCL for academic research and validation of digital health interventions.
- Age UK Lewisham and SouthwarkmajorHealthy ageing project partnership with Age UK Lewisham and Southwark providing digital health support to elderly populations in South London.
- University of SurreyminorService evaluation research partnership with University of Surrey for academic validation of health outcomes.
- London South Bank UniversityminorService evaluation research partnership for academic assessment of health intervention outcomes.
- Thames Freeport / AvenceraminorHealth Bus Screening Programme partnership through Thames Freeport consortium, providing mobile health screening services.
- L MarksminorPartnership as part of Thames Freeport consortium for innovation initiatives.
- Kirkby Primary Care NetworkcorePartnership with Kirkby PCN covering 50,000+ patients, with 1,400 patients actively engaged through the platform.
- NHS Ayrshire & ArrancoreNHS health board partnership awarded the 2026 Data Driven Innovation & Collaboration Award for digital health collaboration.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Holly Health competitors and assessment
Company assessmentDirect peers
- Liva Healthcare: Liva Healthcare is a European digital health coaching platform delivering personalised lifestyle and chronic-condition coaching to NHS and European payer customers. It is the closest direct peer to Holly Health, sharing NHS GTM, behaviour-change methodology, and chronic-disease focus.
- Gro Health (OurPath): Gro Health (formerly OurPath) is a UK digital lifestyle-coaching platform addressing weight management, diabetes prevention, and chronic disease. It directly overlaps Holly Health's NHS-anchored lifestyle and habit-change coaching value proposition for the same UK population-health segment.
- Second Nature: Second Nature is a UK digital lifestyle-change programme focused on type 2 diabetes prevention and weight management, sold through the NHS and employers. It mirrors Holly Health's NHS-led, behaviour-change model and B2B2C pricing structure.
- Sleepio: Sleepio is a UK-originated digital therapeutic for insomnia and sleep improvement, distributed through NHS and employer channels. Comparable to Holly Health as a clinically evidenced, evidence-based digital behaviour-change therapeutic positioned for NHS commissioning.
- Big Health: Big Health is a digital therapeutics company (Sleepio, Daylight) focused on mental health and sleep, distributed via NHS, employers, and payers. Comparable to Holly Health on evidence-based digital therapeutic positioning and NHS commercial model.
- Liva (alternative listing consideration): Cross-reference for Liva Healthcare; included to reinforce the closest direct comparable in digital health coaching for chronic disease management.
Emerging players
- Habitual: Habitual is a UK digital therapeutics company delivering behaviour-change programmes for type 2 diabetes and weight management within the NHS. It overlaps with Holly Health's chronic-disease prevention focus and serves a similar NHS commissioning pathway.
- ZOE: ZOE is a UK-based personalised nutrition and metabolic health platform combining consumer subscription with research partnerships. Comparable to Holly Health on personalised digital coaching, health data integration, and consumer-led behaviour change, though nutrition-focused.
Broad incumbents
- Omada Health: Omada Health is a US-listed digital behaviour-change platform addressing diabetes, hypertension, and mental health for employers and payers. Comparable to Holly Health in chronic-disease prevention and coaching methodology, though operating at larger scale across different geographies.
- Hinge Health: Hinge Health is a large digital musculoskeletal and chronic-pain coaching platform sold to employers and payers. Comparable to Holly Health in digital behaviour-change coaching for chronic conditions and B2B employer/insurer distribution, though operating at much greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Holly Health social profiles
Digital presenceHolly Health compliance and trust
Trust signalCompliance4 records
Holly Health financial estimates
Financial estimateRevenue estimate
Valuation estimate
Holly Health leadership team
Management profileNumber of profiles
Profiles4 records
Holly Health funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Holly Health 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 Holly Health
What does Holly Health do?
Holly Health provides a UKCA Class 1 medical device digital health coaching platform delivered via web, iOS and Android. The Holly Health Habit Coach app delivers personalised, AI-powered conversational coaching (via the Holly Bird chatbot) and Just-In-Time Adaptive Interventions (JITAI) to support habit formation and behaviour change across sleep, nutrition, exercise, and mental wellbeing. It is offered directly to consumers, to NHS organisations through subscriptions, and to enterprise partners via white-label licensing.
Is Holly Health a public or private company?
Holly Health is a private company. It is classified as venture growth investor backed and is currently operating.
When was Holly Health founded?
Holly Health was founded in 2020. It employs 1 to 10 people.
Where is Holly Health based?
Holly Health is headquartered in London, United Kingdom, in the Europe region.
How does Holly Health make money?
Three revenue lines are on record. NHS and Healthcare Partner Subscriptions are the primary driver. The others are B2B Licensing and direct Consumer Subscriptions.
Who are Holly Health's main competitors?
Direct peers on record are Liva Healthcare, Gro Health (OurPath), Second Nature, Sleepio, Big Health and Liva (alternative listing consideration). Emerging players are Habitual and ZOE. Broad incumbents are Omada Health and Hinge Health.
Does Holly Health have an API?
No public API is recorded for Holly Health.
What industry is Holly Health in?
Holly Health's product category is Digital Health Coaching. Its primary akta.pro industry code is HSADAGAB, Lifestyle & Habit Change Coaching, with a secondary code of HSADAGAC, Wellness Program Design & Accountability Coaching. Its NAICS code is 624120 and its SIC code is 7372.