The Fabulous

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.

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

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

• Habit tracking app
• Behavioral science coaching
• Employee wellness platform
• Productivity workspace software
• Well-being mobile apps

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xx.com/GetTheFabulous
• YouTubeyoutube.com/c/TheFabulous
• Facebookfacebook.com/thefabulous.co
• LinkedInlinkedin.com/company/the-fabulous-co-
• Instagraminstagram.com/thefabstory

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 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 The Fabulous