The Fabulous
The Fabulous is a behavioral science-based wellness technology company that operates a family of habit-coaching mobile apps serving 37 million users globally, plus an enterprise workplace wellness offering, with methodology developed at Duke University's Center for Advanced Hindsight.
- Company typePrivate
- Founded2013
- HeadquartersParis, France
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What The Fabulous does
The Fabulous, operated by TheFabulous Inc. (USA-incorporated, headquartered in Paris, France), is a behavioral science-based wellness technology company founded in 2013. The company originated at Duke University's Center for Advanced Hindsight under behavioral economist Dan Ariely and applies methods from behavioral economics and psychology to help users build healthy habits; according to company materials, 37 million users have been served by the platform to date.
The product portfolio centers on the Fabulous mobile app — a daily habit tracker and self-improvement coach that structures morning, afternoon, and evening routines with on-demand coaching and human coach sessions — and has expanded into a family of specialized well-being sub-brand apps: Shape (healthy eating), Clarify (focus planning), Elixir (finding purpose), Mind (easing stress), and Sleep (sleep tracking). In 2025 the company launched HabitatZero, a desktop workspace product (Windows/macOS 13+) for deep work. Distribution is primarily through Apple App Store and Google Play globally.
The Fabulous runs a dual revenue model. The consumer Premium subscription is offered monthly or annually, with a free trial that auto-converts unless cancelled and no contracts or cancellation fees. The enterprise offering, Fabulous for Work (launched 2022), provides per-user annual licensing at under $100 USD per user, including pulse surveys, Circles, and live challenges, sold via direct demo-request flows. The company is privately held with 1–10 employees, no disclosed parent, and limited external equity funding beyond non-equity Microsoft Accelerator participation.
The Fabulous firmographics
Firmographics- Name
- The Fabulous
- Legal name
- TheFabulous Inc.
- Website
- https://thefabulous.co
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Fabulous is a behavioral science-based wellness technology company that operates a family of habit-coaching mobile apps serving 37 million users globally, plus an enterprise workplace wellness offering, with methodology developed at Duke University's Center for Advanced Hindsight.
- Ownership category
- akta.pro rank
The Fabulous industry classification
Industry- Product category
- Habit Tracking & Wellness Apps
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Lifestyle & Habit Change Coaching (HSADAGAB)
- akta.pro secondary industries
- Corporate/Workplace Wellness Coaching (HSADAGAL), Virtual Routine, Maintenance & Habits Coaching (HSAFALAK), Stress Management & Burnout Prevention Coaching (HSADAGAD)
Keywords
Where The Fabulous is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Markets served
The Fabulous business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Premium Subscription (Consumer): Monthly or annual Premium subscription for individual users offering full access to coaching, routines, and habit tracking features. Auto-converts from trial unless cancelled.
- Fabulous for Work Enterprise License: Annual per-user licensing for enterprise teams with features including pulse surveys, circles, live challenges, and team wellness tracking. Price point under $100 USD per user annually.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Premium Plan - Full access subscription |
| Subscription | Annual | Premium Plan - Annual billing |
| Subscription | Annual | Fabulous for Work - Enterprise per user |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
The Fabulous product offering
Product offeringCore offering
The Fabulous sells a family of behavioral science-based well-being mobile and desktop applications that help individual users build healthy habits through daily routines, an on-demand coaching library, and human coaching sessions. It also licenses an enterprise version (Fabulous for Work/Teams) to employers, providing Pulse Surveys, Circles, and Live Challenges to improve employee engagement, team bonding, and productivity.
Product overview
The Fabulous is a family of well-being apps built on behavioral science, originally founded at Duke University's Center for Advanced Hindsight. The core product is the Fabulous daily habit tracker and coaching app, which has expanded into a multi-product ecosystem. Fabulous (mobile app) serves as the primary habit-building and coaching platform; the complementary desktop product HabitatZero provides a serene workspace for deep work; and Fabulous for Teams extends the platform to the enterprise/employer market. The suite also includes specialized apps — Shape (healthy eating), Clarify (focus planning), Elixir (finding purpose), Mind (easing stress), and Sleep (sleep tracking) — each addressing a distinct dimension of personal well-being within the shared behavioral science framework.
Differentiator
Problem solved
Functional benefit
Brands
- Shape: Healthy eating app focused on nutrition and dietary habits.
- Clarify
- Elixir
- Lune
- Fabulous for Teams
- HabitatZero
Products and services
- Fabulous (Core App) Flagship daily habit tracker and self-care coaching app using behavioral science to help individual users build lasting healthy habits, create daily rituals, and develop routines that guide them toward achieving personal goals.
- Shape Healthy eating app within the Fabulous family focused on guiding users to develop better dietary habits.
- Clarify Focus planner app within the Fabulous family designed to help users streamline their mind into a flow state and eliminate distraction and procrastination.
- Elixir Find Purpose app within the Fabulous family, designed to help users discover and align with their life purpose.
- Mind Ease Stress app within the Fabulous family focused on stress management and mental well-being.
- Sleep Sleep tracker app within the Fabulous family that helps users monitor and improve their sleep habits.
- HabitatZero Desktop productivity workspace that complements the mobile Fabulous app, offering three goals a day, a self-triage inbox, and automated meeting notes for deep work.
- Fabulous for Teams (Fabulous for Work) Enterprise version of the Fabulous platform designed for employers, offering Pulse Surveys, Circles (virtual support communities), Live Challenges, and daily routine programs to boost employee engagement, well-being, and team productivity.
Quantifiable outcome
- 37 million people helped build healthier and happier lives
Companies that use The Fabulous
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
The Fabulous technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
The Fabulous partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights6 records
The Fabulous competitors and assessment
Company assessmentDirect peers
- Habitica: Habitica is a gamified habit-tracking and productivity app targeting self-improvement users. It directly overlaps with The Fabulous's habit-building core and routine-stacking methodology.
- Calm: Calm is a leading meditation, sleep, and wellness app that overlaps directly with Fabulous's coaching, sleep tracking, and stress reduction offerings, including an enterprise (Calm Business) channel.
- Streaks: Streaks is an iOS habit-tracking app with daily routine and streak mechanics. It competes with Fabulous on the core habit-tracking user need, particularly on Apple platforms.
- Productive: Productive is a habit and routine planner app with subscription pricing. It overlaps directly with Fabulous's daily routines, habit stacking, and time-blocking features in the consumer productivity category.
- BetterUp: BetterUp is an enterprise coaching and well-being platform pairing users with human coaches. It is the closest direct peer to Fabulous for Work's enterprise coaching offering and human-coach feature.
- Noom: Noom is a behavioral-science-driven health and habit-change subscription app. It mirrors The Fabulous's behavioral-science positioning and shares the same D2C coaching/subscription business model.
- Headspace: Headspace is a leading consumer mindfulness and habit-building app with an enterprise offering (Headspace for Work), directly comparable to The Fabulous's B2C subscription and B2B2C wellness model.
Broad incumbents
- Apple Health: Apple Health is a platform-level wellness hub bundling habit tracking, sleep, and mindfulness for iOS users. As a free native alternative, it represents both a channel (App Store) and a competitive threat to Fabulous's core proposition.
- MyFitnessPal: MyFitnessPal is a broad consumer health and habit-tracking incumbent with massive scale. While its focus is nutrition, it competes for the same wellness-oriented consumer wallet share as The Fabulous.
Emerging players
- Way of Life: Way of Life is a focused habit-tracking app with a small but engaged user base. It represents a niche, single-vertical competitor in the same habit-building category as The Fabulous.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
The Fabulous social profiles
Digital presenceThe Fabulous financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Fabulous leadership team
Management profileNumber of profiles
Profiles1 record
The Fabulous funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Fabulous 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 The Fabulous
What does The Fabulous do?
The Fabulous sells a family of behavioral science-based well-being mobile and desktop applications that help individual users build healthy habits through daily routines, an on-demand coaching library, and human coaching sessions. It also licenses an enterprise version (Fabulous for Work/Teams) to employers, providing Pulse Surveys, Circles, and Live Challenges to improve employee engagement, team bonding, and productivity.
Is The Fabulous a public or private company?
The Fabulous is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Fabulous founded?
The Fabulous was founded in 2013. It employs 1 to 10 people.
Where is The Fabulous based?
The Fabulous is headquartered in Paris, France, in the Europe region.
How does The Fabulous make money?
Two revenue lines are on record. Premium Subscription (Consumer) is the primary driver. The others are fabulous for Work Enterprise License.
Who are The Fabulous's main competitors?
Direct peers on record are Habitica, Calm, Streaks, Productive, BetterUp, Noom and Headspace. Broad incumbents are Apple Health and MyFitnessPal. Way of Life is listed as an emerging player.
Does The Fabulous have an API?
No public API is recorded for The Fabulous.
What industry is The Fabulous in?
The Fabulous's product category is Habit Tracking & Wellness Apps. Its primary akta.pro industry code is HSADAGAB, Lifestyle & Habit Change Coaching, with a secondary code of HSADAGAL, Corporate/Workplace Wellness Coaching. Its NAICS code is 541511 and its SIC code is 7372.