Way of Life

What Way of Life does

Way of Life is a privately held Danish software company (Way of Life ApS) that operates a single consumer-facing mobile application for habit tracking. Founded in 2010 and based in Albertslund, Denmark, the company is led by founder Lars Arendt and has no disclosed institutional investors, parent company, or headcount expansion. The app enables individual users to build positive habits or eliminate negative ones through a color-coded daily logging interface, push-notification reminders, a diary function for capturing behavioral triggers, and longitudinal trend charts spanning weeks to years.

The underlying product is a native mobile application distributed exclusively through Apple's App Store (iOS) and Google Play (Android), with no API, SDK, or third-party integrations disclosed. Core differentiators are speed of data entry (multiple habit areas logable in seconds), simplicity of visualization, and the diary-trigger workflow for behavioral analysis. Distribution is global via the two app stores with no geographic restrictions documented. The app's go-to-market is product-led growth through app-store discovery, supported by organic social channels (Facebook, Twitter, YouTube) and an email newsletter.

The business model is freemium: users can download and use core functionality for free, with premium features or full access available via in-app purchases or subscriptions (specific tier pricing is not publicly disclosed). The company generates revenue solely through consumer mobile-app transactions, has no B2B sales infrastructure, no partnerships, no certifications, and no regulatory exposure. Revenue figures, headcount, and funding history are undisclosed across all sources.

Name

Way of Life

Legal name

Way of Life ApS

Website

https://wayoflifeapp.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Way of Life ApS is a privately held Danish company that operates a single consumer mobile habit-tracking app, distributed globally via Apple's App Store and Google Play on a freemium model, targeting individual users seeking to build good habits or break bad ones.

Ownership category

akta.pro rank

Product category

Habit Tracking Software

akta.pro primary industry

Lifestyle & Habit Change Coaching (HSADAGAB)

Keywords

• Habit tracking app
• Mobile productivity software
• Personal development tools
• Behavior tracking software
• Self-improvement apps

Headquarters

HQ city

Albertslund

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Mobile app sales (freemium model): App available on iOS App Store and Google Play with a free tier offering core functionality. Users can try the app for free, with premium features or full access likely available as in-app purchases or subscriptions.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Way of Life is a mobile habit-tracking application that helps individual users build good habits and break bad ones by logging daily outcomes using a simple, color-coded interface, with supporting reminders, a per-habit diary, and trend/chart visualization. It is distributed as a freemium app on iOS and Android, offering a free trial and a paid premium tier via in-app purchase.

Product overview

Way of Life is a single unified mobile application—a habit tracker designed to help users build positive habits and break negative ones. The core app offers color-coded daily tracking, reminder notifications, a diary function for noting habit triggers, and trend visualization through charts spanning weeks, months, or years. Available on iOS via the App Store and Android via Google Play.

Differentiator

Problem solved

Functional benefit

Products and services

• Way of Life habit tracker app Mobile habit-tracking application for iOS and Android that lets individual users log daily outcomes for multiple habits using a color-coded system, set reminders, attach diary notes, and review trend charts. Distributed freemium via app stores with a free trial and a premium subscription unlock.

Quantifiable outcome

• Users report significant lifestyle changes including losing 15 pounds, quitting smoking, developing daily yoga practice, breaking major habits around alcohol/exercise/sugar, and maintaining cleaner households

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Habitica: Open-source gamified habit and task tracker available on web, iOS, and Android. Directly competes with Way of Life in the consumer habit-tracking category with a similar freemium model, though differentiates through RPG-style gamification versus Way of Life's minimalist color-coded approach.
• Strides: Goal and habit tracker app available on iOS and web with streaks, reminders, and progress charts. Comparable on target customer (individual self-improvement), freemium model, and emphasis on habit consistency visualization.
• Coach.me (formerly Lift): Habit tracker with community and access to human coaches. Overlaps with Way of Life on consumer habit tracking and adds a coaching/cohort dimension, representing a plausible expansion vector for Way of Life into paid coaching.
• Habitify: Mobile habit tracker focused on chains, streaks, and reminders across iOS and Android. Closely comparable on platform footprint, target user (self-improvement consumer), and core value proposition of visual habit tracking with motivational feedback.
• Loop Habit Tracker: Open-source Android habit tracker emphasizing simplicity, statistics, and reminders. Competes head-to-head in the minimalist consumer habit-tracking segment and is a frequent recommendation alongside Way of Life in app comparisons.
• Beeminder: Goal-tracking platform with quantified-self style commitment contracts and visualizations. Comparable to Way of Life in tracking behavior over time and surfacing trends, though Beeminder layers in monetary stakes and direct API integrations.
• Streaks: Apple Design Award-winning iOS habit and to-do tracker built around streak chains. Directly comparable on iOS-only consumer habit tracking with strong design pedigree, offering a minimalist alternative to Way of Life.
• Productive: Habit and daily routine tracker on iOS and Android with customizable schedules and reminders. Targets the same self-improvement consumer with a freemium subscription model and similar feature surface (habits, reminders, statistics).

Broad incumbents

• Apple Health: Pre-installed iOS health and habit tracking hub. A free platform incumbent that competes with Way of Life by bundling habit-relevant tracking into the OS, threatening standalone habit apps through convenience and zero acquisition cost.
• Headspace: Large-scale consumer wellness app focused on mindfulness and behavior change. Adjacent competitor in the lifestyle-wellness space, with much greater funding, brand reach, and B2B corporate wellness distribution that could encroach on Way of Life's category over time.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wayoflifeapp
• YouTubeyoutube.com/channel/UCSko3a_aGfouKIWxoBXGvTA
• Facebookfacebook.com/wolapp
• LinkedInlinkedin.com/company/wayoflife

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Way of Life