EX Program
EX Program is a free, science-backed digital tobacco cessation platform operated by Truth Initiative with the Mayo Clinic, serving 2M+ US residents 13+ who want to quit smoking, vaping, or nicotine use via text, web, app, and peer community, with premium coaching and NRT funded through employer and health plan sponsorships.
- Company typePrivate
- Founded2008
- HeadquartersWashington, United States
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What EX Program does
EX Program is a digital tobacco cessation program operated by Truth Initiative Foundation, a 501(c)(3) nonprofit headquartered in Washington, D.C., and co-developed with the Mayo Clinic Nicotine Dependence Center since 2008. The platform serves US residents aged 13 and older who want to quit smoking, vaping, nicotine pouches, menthol cigarettes, or smokeless tobacco, and has helped more than 2 million members to date. Its evidence-based approach combines daily personalized text message support, a web-based quit planning tool (EX Plan), interactive exercises, progress tracking, and the EX Community — the longest-running online peer-support community for quitters.
The program's core technology is a multi-channel digital cessation platform, augmented by AI-powered RAG systems that retrieve from internal knowledge bases to deliver tailored quit guidance, and a recommendation engine (EX Scout) that personalizes weekly content. Premium features — unlimited one-on-one live coaching by certified Tobacco Treatment Specialists, up to 8 weeks of free home-delivered nicotine replacement therapy, and the EX Duo mobile app — are available through sponsoring organizations. The business model is hybrid: free direct-to-consumer access funded by Truth Initiative and mission-driven partnerships, coupled with paid enterprise sponsorship by employers, health plans, governments, and public health organizations, plus an affiliate arrangement with Blip for discounted NRT products. An integrated partnership with Crisis Text Line provides 24/7 mental health support via text, extending the program beyond cessation into broader wellbeing.
EX Program firmographics
Firmographics- Name
- EX Program
- Legal name
- Truth Initiative Foundation
- Website
- https://exprogram.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Short description
- EX Program is a free, science-backed digital tobacco cessation platform operated by Truth Initiative with the Mayo Clinic, serving 2M+ US residents 13+ who want to quit smoking, vaping, or nicotine use via text, web, app, and peer community, with premium coaching and NRT funded through employer and health plan sponsorships.
- Ownership category
- akta.pro rank
EX Program industry classification
Industry- Product category
- Tobacco Cessation Services
- NAICS
- Outpatient Mental Health and Substance Abuse Centers (621420)
- SIC
- Services-Commercial Physical & Biological Research (8731)
- akta.pro primary industry
- Smoking Cessation & Nicotine Replacement Therapy (NRT) (HLAIADAH)
- akta.pro secondary industry
- Substance Use Prevention & Recovery Lifestyle Education (Non-clinical) (EDAAAHAL)
Keywords
Where EX Program is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
EX Program business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Enterprise/B2B Sponsorship: Truth Initiative sells enterprise versions of EX Program to sponsors (employers, health plans, governments, public health organizations) who provide the program to their employees, members, patients, or community. Sponsors may cover premium features including coaching and free NRT.
- Blip Partnership (NRT Discounts): Partnership with Blip offering 25% off all Blip products (nicotine gum, lozenges, toothpicks) to eligible EX Program members 18+. Revenue generated through referral/affiliate arrangement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Individual Access - Core program features available at no cost |
| Subscription | Annual | Premium Features via Sponsoring Organizations - Enhanced features through employers or health plans |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
EX Program product offering
Product offeringCore offering
EX Program is a free, science-backed digital tobacco cessation platform developed by Truth Initiative in collaboration with the Mayo Clinic Nicotine Dependence Center. It provides 24/7 support to help US residents aged 13+ quit smoking, vaping, nicotine pouches, and smokeless tobacco through personalized quit plans, daily text messages, an online peer-support community (EX Community), interactive exercises, and progress tracking. Premium features including unlimited virtual coaching, free NRT, and the EX Duo mobile app are available through sponsoring employers, health plans, governments, and public health organizations.
Product overview
EX Program is a single, unified digital quit-smoking platform offering comprehensive tobacco cessation support. The core EX Program platform provides free, 24/7 access to science-backed quitting tools including personalized quit planning (EX Plan), daily text message support, interactive exercises, and progress tracking. This core is augmented by the EX Community peer support forum, EX Scout personalized recommendations, and premium features like live one-on-one coaching (EX Coach) and the EX Duo mobile app available through employer or health plan sponsors. The program integrates with Blip for discounted nicotine replacement therapy products. The platform uses AI-powered knowledge retrieval (RAG) to provide tailored quit guidance and recommendations.
Differentiator
Problem solved
Functional benefit
Brands
- EX Community: The longest-running and largest online community for people quitting smoking, vaping, nicotine pouches, and tobacco, providing free, anonymous, 24/7 peer support.
- EX Scout
- EX Duo
- EX Coaches
Products and services
- EX Program (Core Platform) Free, science-backed digital quit program providing 24/7 support for people quitting smoking, vaping, and tobacco. Combines expert guidance, personalized tools, daily text messaging, and community support to help US residents aged 13+ break nicotine addiction.
- EX Community The longest-running and largest online anonymous community for people quitting smoking, vaping, nicotine pouches, and tobacco. Provides 24/7 peer support, expert interaction, live events, and accountability features for US residents seeking to quit nicotine.
- EX Coach (Live Coaching) Unlimited virtual one-on-one coaching from trained, certified Tobacco Treatment Specialists who provide personalized quit plans, strategy development, and relapse support. Available to EX Program members sponsored by participating employers or health plans.
- EX Duo App Mobile application providing on-the-go access to EX Coaches, free NRT ordering, chat history viewing, and notifications when coaches become available. Premium feature available through sponsoring organizations.
Quantifiable outcome
- 40% increased odds of quitting smoking, vaping, or using tobacco
- +3 more outcomes
Companies that use EX Program
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
EX Program technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature6 records
EX Program partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core, flagship and minor.
- Mayo Clinic Nicotine Dependence CentercoreSince 2008, EX Program by Truth Initiative has collaborated with the Mayo Clinic Nicotine Dependence Center. Together, they bring proven evidence-based quitting approaches and the most established online quit community. Mayo Clinic provides medical expertise, research collaboration, and credibility to the program. Dr. Jon O. Ebbert serves as Medical Director for the Nicotine Dependence Center.
- BlipflagshipEX Program has teamed up with Blip to bring eligible members 18+ a 25% discount on all Blip products including FDA-approved nicotine gum and lozenges, plus flavored nicotine-free toothpicks and quit kits. Discount code provided upon EX Program sign-up. Available on Blip.world and CVS.com.
- Crisis Text LineminorCrisis Text Line partnership provides free, 24/7, confidential mental health support for EX Program members via text message with trained volunteer Crisis Counselors. EX Program users can text TRUTH to 741741 for crisis support.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
EX Program competitors and assessment
Company assessmentDirect peers
- Pelago (formerly Quit Genius): Pelago is a digital substance use treatment platform that delivers tobacco cessation coaching and pharmacotherapy primarily through employer and health plan contracts. It directly competes with EX Program's enterprise B2B2C motion and serves a similar population of nicotine users seeking structured quitting support.
- Workit Health: Workit Health provides telehealth and digital care for substance use disorders including tobacco, with a B2B2C distribution model through employers and health plans. It competes for the same set of payer relationships and member populations as EX Program Enterprise.
- Smoke Free (smoke free app): Smoke Free is a consumer-facing smoking cessation app offering progress tracking, motivational tools, and follow-up support. It targets the same individual nicotine user as EX Program's free individual tier and competes on engagement, milestones, and quit-plan features.
- QuitSure: QuitSure is a digital smoking cessation program combining psychology-based content with mobile delivery to help individuals quit smoking. It addresses the same consumer use case as EX Program's personalized text, community, and coaching stack.
Broad incumbents
- Smokefree.gov (NCI): Smokefree.gov is a US government-sponsored smoking cessation resource operated by the National Cancer Institute, offering text programs, apps, and a quitline. Comparable to EX Program as a national cessation platform, with broader institutional backing but no Mayo Clinic clinical partnership.
- Haleon (Nicorette / NicoDerm): Haleon manufactures and markets OTC nicotine replacement therapy products including Nicorette gum/lozenges and NicoDerm patches, often bundled with digital coaching tools. It is a broad incumbent in the smoking cessation space and a competitor for both NRT and digital engagement.
- Pfizer (NRT portfolio): Pfizer has historically owned and divested major NRT brands including Nicorette and the smoking cessation category. It is a broad incumbent in OTC cessation products and competes with EX Program's NRT guide-and-discount pathway through scaled consumer pharma channels.
Others
- Truth Initiative: Truth Initiative is the parent 501(c)(3) nonprofit that develops and operates EX Program. As the operator and funder of EX Program, it is a strategic peer in the tobacco control ecosystem and shapes EX Program's funding, research pipeline, and public health credibility.
- Nicotine Anonymous: Nicotine Anonymous is a 12-step mutual support fellowship for people seeking to recover from nicotine addiction, with in-person and online meetings. It is a comparable peer support community for nicotine cessation, although non-digital and unpaid.
Emerging players
- Carrot (Pivot): Carrot and adjacent employer benefits platforms increasingly incorporate smoking cessation benefits alongside fertility and other wellness perks. They are emerging players touching the same employer-sponsored cessation budget that EX Program Enterprise targets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
EX Program social profiles
Digital presenceEX Program financial estimates
Financial estimateRevenue estimate
Valuation estimate
EX Program leadership team
Management profileNumber of profiles
Profiles5 records
EX Program funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EX Program 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 EX Program
What does EX Program do?
EX Program is a free, science-backed digital tobacco cessation platform developed by Truth Initiative in collaboration with the Mayo Clinic Nicotine Dependence Center. It provides 24/7 support to help US residents aged 13+ quit smoking, vaping, nicotine pouches, and smokeless tobacco through personalized quit plans, daily text messages, an online peer-support community (EX Community), interactive exercises, and progress tracking. Premium features including unlimited virtual coaching, free NRT, and the EX Duo mobile app are available through sponsoring employers, health plans, governments, and public health organizations.
Is EX Program a public or private company?
EX Program is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was EX Program founded?
EX Program was founded in 2008.
Where is EX Program based?
EX Program is headquartered in Washington, United States, in the North America region.
How does EX Program make money?
Two revenue lines are on record. Enterprise/B2B Sponsorship is the primary driver. The others are blip Partnership (NRT Discounts).
Who are EX Program's main competitors?
Direct peers on record are Pelago (formerly Quit Genius), Workit Health, Smoke Free (smoke free app) and QuitSure. Broad incumbents are Smokefree.gov (NCI), Haleon (Nicorette / NicoDerm) and Pfizer (NRT portfolio). Others are Truth Initiative and Nicotine Anonymous. Carrot (Pivot) is listed as an emerging player.
Does EX Program have an API?
No public API is recorded for EX Program.
What industry is EX Program in?
EX Program's product category is Tobacco Cessation Services. Its primary akta.pro industry code is HLAIADAH, Smoking Cessation & Nicotine Replacement Therapy (NRT), with a secondary code of EDAAAHAL, Substance Use Prevention & Recovery Lifestyle Education (Non-clinical). Its NAICS code is 621420 and its SIC code is 8731.