Health Promotion Board

What Health Promotion Board does

Health Promotion Board (HPB) is a statutory board under Singapore's Ministry of Health, established in 2001 to drive the nation's preventive health agenda across nutrition, physical activity, mental well-being, health screening, tobacco control, and communicable disease education. It operates the Healthy 365 mobile app (approximately 890,000 monthly active users, serving roughly a quarter of Singapore's adult population) as the digital hub of the Healthier SG national preventive care strategy, supplemented by add-on programmes including HealthTrack SG (chronic disease management with Google, ConnectedLife and Fullerton Health), DigiCoach (continuous glucose monitoring with Abbott FreeStyle Libre and Health2Sync coaching for pre-diabetic individuals), and the agentic AI-powered HealthGuide@Home assistant. Beyond digital platforms, HPB distributes interventions through school health services (pre-school through polytechnic), employer/SME workplace programmes, Healthier SG GP clinics (with national funding of approximately $350 million in 2025), 11 community health posts in Woodlands, 40+ partner shopping malls, and the HPB Rewards merchant network of 850+ outlets.

HPB's mandate spans the full Singapore resident lifecycle, with named outcome metrics including 43 additional minutes per day in healthy glucose range for DigiCoach participants, 54% increase in weekly exercise minutes for previously inactive LumiHealth users, 38% youth smoking cessation at one month, Nutri-Grade label-driven median sugar reduction in beverages from 7.1% to 4.6%, and a 69% share of beverages graded A or B (up from 37% in 2017). The agency operates a platform-plus-modules architecture, with LumiHealth (in partnership with Apple, October 2020 to May 2026, 377,000 participants) now concluded and users migrated to Healthy 365.

HPB does not generate commercial revenue. It is wholly owned and funded by the Singapore Government through the Ministry of Health, governed by a Board chaired by Mr Wong Kim Yin (appointed April 2024 to March 2027). Services are free or subsidised to Singapore Citizens under Healthier SG; programme funding flows from national healthcare budget allocations. The agency's competitive position is structural rather than market-driven, deriving from statutory authority, exclusive regulatory mandate over food labelling, mandated role in Healthier SG, and a multi-stakeholder partner network across technology (Apple, Google), healthcare (Abbott, Fullerton Health, NHG Health), retail (FairPrice Group), and F&B industry associations.

Name

Health Promotion Board

Legal name

Health Promotion Board

Website

https://hpb.gov.sg

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Health Promotion Board is a Singapore government statutory board that delivers population-scale preventive health programs through the Healthy 365 app, schools, GP clinics, community health posts, and 850+ merchant partners to improve nutrition, physical activity, mental well-being, and chronic disease outcomes for all Singapore residents.

Ownership category

akta.pro rank

Product category

Public Health Promotion and Preventive Healthcare

NAICS

Administration of Public Health Programs (92312)

SIC

Services-Health Services (8000)

akta.pro primary industry

Health Promotion, Prevention & Community Health Programs (BPAIAJAC)

akta.pro secondary industries

Non-Communicable Disease Prevention & Chronic Disease Programs (BPAIAJAI), Student Wellness & Prevention Programs (Substance Use, Sexual Health, Bullying) (EDAJAIAG), Health Promotion, Prevention & Wellness Education (EDALAFAF)

Keywords

• Preventive health programs
• National health promotion
• Chronic disease prevention
• Public health education
• Population health screening

Headquarters

HQ city

Bukit Merah

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Funding: HPB is a statutory board under the Ministry of Health, Singapore, established in 2001. As a government agency, it receives funding through national healthcare budgets to execute health promotion and disease prevention programs.

Pricing tiers

Go-to-market motion4 records

Distribution channels9 records

Marketing channels10 records

Core offering

Health Promotion Board is a Singapore government statutory board that designs and delivers nationwide health promotion and disease prevention programs across nutrition, physical activity, mental well-being, health screening, tobacco control, and communicable disease education. It operates digital health platforms including the Healthy 365 mobile app serving approximately 890,000 monthly active users, alongside community-based programs, school health services, workplace wellness initiatives, smoking cessation support, and labelling/certification schemes such as Nutri-Grade and Healthier Choice Symbol. All programs are provided free or subsidized to Singapore residents as part of the national Healthier SG preventive care strategy.

Product overview

Health Promotion Board operates a platform-plus-modules architecture centred on the Healthy 365 mobile app, Singapore's national digital lifestyle platform supporting the Healthier SG initiative. The core Healthy 365 app serves as the hub for gamified health tracking, rewards, and programme access, while specialised programmes extend its functionality: LumiHealth (with Apple Watch integration, concluded May 2026) and National Steps Challenge provide physical activity gamification; HealthTrack SG and DigiCoach offer chronic disease management through wearable and CGM device integration; HealthHub provides public-facing health resources; and HealthGuide@Home offers AI-powered personalised health planning. Food and nutrition programmes include Healthier Choice Symbol (HCS) labelling, Healthier Dining Programme, Healthier Ingredient Development Scheme (HIDS), and Singapore Food Insights Database (SG FoodID). Smoking cessation is supported through I Quit Programme and QuitLine. Mental well-being offerings include the Design Guide for Tier 1 Mental Well-being Programmes and various community-based initiatives. HPB also maintains the HPB Rewards Programme ecosystem and HPB Help Centre for participant support.

Differentiator

Problem solved

Functional benefit

Brands

• Healthy 365: Singapore's national digital lifestyle platform supporting Healthier SG, enabling users to track physical activity, nutrition, mental wellness and sleep. Currently serves about 890,000 residents monthly.
• National Steps Challenge
• LumiHealth
• HealthTrack SG
• Healthier Choice Symbol
• Healthier Dining Programme
• Healthier Ingredient Development Scheme

Products and services

• Healthy 365 Singapore's national digital lifestyle platform supporting Healthier SG, offering programmes, resources and tools for physical activity, nutrition, mental wellness and sleep tracking with gamification and rewards. Serves approximately 890,000 residents monthly.
• LumiHealth Personalised health programme designed with Apple, leveraging iPhone and Apple Watch capabilities for activity, sleep, nutrition and mental well-being tracking through structured quests. Programme concluded on 31 May 2026 after helping 377,000 Singaporeans.
• National Steps Challenge Gamified physical activity programme leveraging technology and wearables to encourage residents to engage in at least 150 minutes of moderate- to vigorous-intensity physical activity per week. Refreshed to be always available year-round, drawing over 860,000 sign-ups.
• HealthTrack SG Holistic health programme supporting management or reduction of risk of chronic conditions through integrated wearable data and clinical dashboards, partnering with Google, ConnectedLife and Fullerton Health for hypertension, diabetes and hyperlipidaemia management.
• DigiCoach Digital coaching pilot programme combining continuous glucose monitoring (Abbott FreeStyle Libre) with digital coaching through Health2Sync app for individuals with pre-diabetes or high BMI, targeting 1,700 participants with 12-week structured interventions.
• Healthier Choice Symbol (HCS) Front-of-pack nutrition label programme endorsing relatively healthier food options within categories based on objective criteria for sugar, sodium, saturated fat, wholegrains and calcium.
• Healthier Dining Programme Programme empowering F&B partners to create and promote healthier menu options, working in tandem with Healthier Ingredient Development Scheme to increase healthier meal options when eating out.
• Healthier Ingredient Development Scheme (HIDS) Scheme supporting food ingredient suppliers and manufacturers in innovating healthier ingredients through two sub-schemes: Healthier Choice Symbol Development Scheme (HDS) and Go-to-Market Scheme (GTMS), offering up to $500,000 in combined support.
• Singapore Food Insights Database (SG FoodID) Database tool formerly known as FOCOS, providing searchable nutritional information of food and drinks in Singapore, including Food Search Tool and Recipe Analyser.
• I Quit Programme National smoking cessation programme supporting smokers and vapers in quitting through QuitLine tele-counselling, on-site counselling and resources, with over 6,000 participants in 2023.
• HealthHub Public health programme portal where citizens can manage personal and family health, access health resources, and track wellness goals.
• HealthGuide@Home Agentic AI-powered digital assistant generating personalised dietary and exercise plans for residents enrolled under Healthier SG national preventative health initiative, pilot-tested with 20 residents and 7 clinicians showing positive user acceptance.
• Design Guide for Tier 1 Mental Well-being Programmes National reference guide to raise quality and consistency of upstream mental well-being programmes, providing structured guidance for organisations to design programmes strengthening coping, emotional regulation and help-seeking skills.
• HPB Rewards Programme Rewards ecosystem on Healthy 365 where users earn Healthpoints for healthy activities and redeem for vouchers from participating partner merchants (850+ merchants across Singapore).
• QuitLine Tele-counselling cessation service helping smokers and vapers quit, available alongside student health advisor programmes in over 60 educational institutions.
• HPB Help Centre 24/7 Help Centre and chat services available on the Healthy 365 app and online at help.hpb.gov.sg for support with HPB programmes, apps and services.

Quantifiable outcome

• 43 additional minutes per day in healthy glucose range for DigiCoach participants
• +7 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• FairPrice GroupcoreGTM or Marketing Partner · 9 June 2026Partnership to integrate lower-sodium products across FairPrice Group's physical and digital customer touchpoints through the FPG ADvantage retail media network, supporting national health objectives. Won Retail Collaboration Project of the Year at Retail Asia Awards 2026.
• 27 Mental Well-being Service Provider OrganizationscoreStrategic or Co-development Partner · 15 May 2026Organizations including Institute of Mental Health, Singapore Psychological Society, Care Corner Singapore, Institutes of Higher Learning, and various mental health service providers pledged adoption of HPB's Design Guide for Tier 1 Mental Well-being Programmes.
• NHG HealthcoreStrategic or Co-development Partner · 4 March 2026Partnership to provide enhanced health services for 250,000 Woodlands residents including 11 community health posts, specialist-supported outpatient care via teleconsultations, and tailored health services at mosques for Malay/Muslim community.
• Swiss ReminorOthers · 3 February 2026Collaborated with HPB to analyze aggregated and anonymized LumiHealth data to understand program effectiveness and potential mortality impacts. Study found sustained physical activity improvements could result in 3-13% mortality reduction.
• Abbott and Health2SynccoreTechnology or Integration · 14 November 2024DigiCoach pilot program combining Abbott's FreeStyle Libre continuous glucose monitoring technology with Health2Sync mobile app providing real-time glucose feedback and digital health coaching for pre-diabetic individuals. Recruitment started July 2024, pilot runs for 10 months until April 2025.
• Google, ConnectedLife and Fullerton HealthcoreTechnology or Integration · 14 November 2024HealthTrack SG program integrating clinical data with wearable fitness tracker data to help patients manage hypertension, diabetes and hyperlipidaemia. Google provides technology, ConnectedLife offers user platform, Fullerton Health delivers clinical care with up to 6,000 Singaporeans targeted for year-long pilot.
• Foochow Coffee Restaurant & Bar Merchants Association and Kheng Keow Coffee Merchants Restaurant and Bar-Owners AssociationcoreStrategic or Co-development Partner · 1 March 2024Two coffeeshop associations representing over 50% of Singapore's coffeeshops pledged support for "Siu Dai by default" movement to encourage F&B operators to offer beverages with less sugar as the norm. Foochow has over 300 members, Kheng Keow over 200 members.
• Six Key Food Industry AssociationscoreStrategic or Co-development Partner · 15 December 2023Association of Catering Professionals Singapore (ACAPS), Food Industry Asia (FIA), Restaurant Association of Singapore (RAS), Singapore Chefs' Association (SCA), Singapore Food Manufacturers' Association (SFMA), and Singapore Manufacturing Federation (SMF) pledged support for "Less Salt, More Taste" sodium reduction movement.
• ApplecoreTechnology or Integration · 1 October 2020LumiHealth personalized health program leveraging iPhone and Apple Watch capabilities for heart rate, activity, sleep tracking and journal experience. Program concluded May 31, 2026 after successfully engaging 377,000 Singaporeans over six years.
• Over 40 Shopping Malls and 4 Integrated HubscoreChannel Partner/ Reseller/ DistributorFitness activities and workouts brought to doorstep of Singaporeans through partnerships with shopping mall operators and Integrated Hubs, increasing workout locations island-wide for community convenience.
• Ministry of Health SingaporecoreStrategic or Co-development PartnerHPB works under MOH direction as key agency supporting Healthier SG national preventive care initiative, developing AI-powered tools like HealthGuide@Home for residents enrolled under the national program.
• Nanyang Polytechnic - Asian Culinary Institute SingaporeminorStrategic or Co-development PartnerACI working with HPB to organize seminars supporting F&B industry in development and innovation of healthy Asian food recipes as part of "Less Salt, More Taste" movement, showcasing lower-sodium dishes.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Public Health England (now UKHSA): UK government agency with a similar mandate for national health improvement, including population-level behavior change campaigns and digital wellness platforms. Comparable in function, scope, and statutory authority, though UK operates at much larger national scale.
• Public Health Agency of Canada: Canadian federal agency responsible for public health promotion, chronic disease prevention, and health literacy—operating national campaigns, partnerships, and digital health platforms comparable in scope to HPB.
• Australian Government Department of Health and Aged Care: Australian federal health authority administering national preventive health strategies, including nutrition labeling (Health Star Rating), physical activity campaigns, and chronic disease frameworks—comparable regulatory and population-level function.

Direct peers

• Taiwan Health Promotion Administration: Taiwan's national health promotion agency under the Ministry of Health and Welfare, operating analogous programs in nutrition labeling, smoking cessation, and chronic disease prevention at population scale. Highly comparable in mandate, geographic scope, and program mix.

Emerging players

• Omada Health: US digital health company delivering behavior-change programs for chronic disease prevention (diabetes, hypertension) using CGM devices, coaching, and AI personalization—directly comparable to HPB's DigiCoach and HealthTrack SG programs at commercial scale.
• Noom: Digital behavior-change platform combining psychology, coaching, and tracking to address obesity, diabetes prevention, and lifestyle modification. Overlaps with HPB's DigiCoach, National Steps Challenge, and nutrition programs in target audience and intervention model.
• Vitality Group: Behavior-linked wellness platform partnering with insurers and employers to incentivize healthy lifestyles through rewards and gamification—directly comparable to HPB's Rewards Programme ecosystem and healthy lifestyle insurance premium discount pilots.
• Limeade: Employee well-being and engagement platform serving workplace health programs—comparable to HPB's workplace wellness initiatives, SME health packages, and corporate health screening partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/hpbsg

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Health Promotion Board