Second Nature
Second Nature is a London-based digital health company combining GLP-1 weight-loss medication with app-based behaviour change coaching, serving UK NHS patients, Vitality Insurance members, employer benefit programmes, and direct-to-consumer subscribers in the UK and US.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Second Nature does
Second Nature Healthy Habits Ltd is a London-based digital health company founded in 2014 by scientists Chris and Mike Gibbs that combines prescription weight-loss medication (GLP-1 drugs such as Mounjaro and Wegovy, plus Orlistat) with a behaviour change programme delivered through a mobile app, health coaches, and clinical oversight from doctors, psychologists, and dietitians. The core product is a 12-month subscription (priced at £124-£229 per month depending on dose and commitment length) that bundles medication, coaching, peer community, education, and Bluetooth-connected scale integration via Apple HealthKit and Google Health Connect, supported by a trademarked No-Regain Guarantee.
The company operates a hybrid go-to-market combining direct-to-consumer self-serve acquisition (eligibility quiz, app onboarding) with institutional channels, most notably the NHS — where it was the first app-based behaviour change service to be commissioned and is used by more than half of all UK Health and Care boards across weight management, diabetes prevention, and diabetes management — and a partnership with Vitality Insurance delivered through a dedicated member portal. Medication dispensing is handled by pharmacy partner Blueco Healthcare, a CQC-registered, GPhC-registered online pharmacy. Reported outcomes include average weight loss of 6.2 kg and HbA1c reduction of 2.2 mmol/mol over 12 months in NHS cohorts, with 90% of members sustaining weight loss beyond 12 months and 40% dropping below the type 2 diabetes blood-sugar threshold in three months.
The business has expanded from the UK into the US via a dedicated site, has published 13 peer-reviewed studies (including in the BMJ), and is positioning to capture next-generation oral GLP-1 medications as they reach market. The company is privately held, founder-owned, and does not disclose external funding.
Second Nature firmographics
Firmographics- Name
- Second Nature
- Legal name
- Second Nature Healthy Habits Ltd
- Website
- https://secondnature.io
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Second Nature is a London-based digital health company combining GLP-1 weight-loss medication with app-based behaviour change coaching, serving UK NHS patients, Vitality Insurance members, employer benefit programmes, and direct-to-consumer subscribers in the UK and US.
- Ownership category
- akta.pro rank
Second Nature industry classification
Industry- Product category
- Digital Weight Management
- NAICS
- Diet and Weight Reducing Centers (812191)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Obesity Medicine & Weight Management (HLAKADAL)
- akta.pro secondary industries
- Weight Loss Coaching (Non-Clinical) (HSADAFAB), Weight Management & Behavior Change Education (EDAAAHAF), Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO)
Keywords
Where Second Nature is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Second Nature business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Subscription - Medication Programme: Monthly recurring subscription combining GLP-1 medication (Mounjaro, Wegovy, or Orlistat) with full behaviour change programme including coaching, app access, and support. Priced at £124-229/month depending on medication dose and plan commitment length.
- NHS & Insurance Contracts: Commissioned services to NHS Health and Care boards and health insurers for weight management, diabetes prevention, and diabetes management programmes delivered to their populations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 12-month commitment plan - recommended |
| Subscription | Monthly | 6-month commitment plan |
| Subscription | Monthly | Monthly rolling plan |
| Unit Pricing | Monthly | Wegovy Pill dose pricing (12-month plan) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Second Nature product offering
Product offeringCore offering
Second Nature sells a science-based digital weight management programme that combines GLP-1 prescription medication (Mounjaro, Wegovy, Orlistat) with a 12-month behaviour change curriculum delivered through a mobile app and human coaching (nutritionists, health coaches, doctors, psychologists). The same underlying platform is commissioned by NHS Health and Care boards for weight management, diabetes prevention and type 2 diabetes management, and is offered to insured and employed populations through Vitality Insurance and employer health-benefit channels.
Differentiator
Problem solved
Functional benefit
Products and services
- GLP-1 Medication Weight Loss Programme (Mounjaro / Wegovy / Orlistat) Subscription programme that combines prescription GLP-1 medication (Mounjaro, Wegovy injectable/pill, Orlistat) with a science-based 12-month behaviour-change curriculum, nutritionist coaching, app-based tracking, daily educational content, and a No-Regain Guarantee on the 12-month plan; intended for UK and US adults seeking medically-supported weight loss.
- NHS Weight Management & Diabetes Prevention Programme Commissioned service to NHS Health and Care boards delivering digital tier 2/3 weight management, NHS Diabetes Prevention Programme (NDPP) and type 2 diabetes management to NHS patients across the UK; used by more than half of NHS Health and Care boards and supporting 100,000+ NHS patients.
- Vitality Insurance Weight Loss Programme Insurer-sponsored version of the Second Nature programme available to Vitality Insurance members through a dedicated Vitality portal, supporting insured clients with weight loss and medication.
- Employer Weight Loss Health Benefit Employer-sponsored offering of the Second Nature weight management programme delivered to employees of self-insured employers as a workplace health benefit.
Quantifiable outcome
- 90% of members lose weight and keep it off for more than 12 months
- +8 more outcomes
Companies that use Second Nature
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Second Nature technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability2 records
Feature4 records
Second Nature partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- NHScoreSecond Nature is the first app-based behaviour change service commissioned by the NHS. Services are used by more than half of all NHS Health and Care boards in the UK, supporting weight management, diabetes prevention, and diabetes management services for over 100,000 NHS patients. Outcomes published in British Medical Journal.
- Vitality InsurancecoreVitality Insurance has chosen Second Nature to support their clients with weight loss. Second Nature operates a dedicated Vitality portal (vitality.secondnature.io) for Vitality members.
- Blueco HealthcarecoreHealthcare and pharmacy partner - registered online healthcare provider regulated by CQC (provider ID 1-19176166626). Dispenses medication from GPhC-registered pharmacy (9013068). Services overseen by Superintendent Pharmacist Haroon Amanji.
- Digital Health LondonminorPartnership supporting digital health innovation and NHS collaboration initiatives.
- Healthier You (NHS Diabetes Prevention Programme)coreProvides digital diabetes prevention programme as part of the Healthier You NHS Diabetes Prevention Programme, contributing to published outcomes in BMJ Open Diabetes Research and Care.
- REEDminorReferral partner providing electronic patient records and secure online platform for referring individuals to Second Nature services.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Second Nature competitors and assessment
Company assessmentBroad incumbents
- Babylon Health: UK-based digital health incumbent serving NHS patients with virtual consultations and chronic condition management; comparable UK digital health footprint and NHS commercial relationships.
- Omada Health: US digital chronic disease prevention platform covering diabetes, hypertension, and behavioural health; overlaps with Second Nature in digital behaviour change for diabetes prevention at population scale.
- Slimming World: UK-anchored weight management programme with group support and digital tools; serves overlapping consumer demand in the UK but with a fundamentally different group-based delivery model.
- WeightWatchers (WW): Established global weight management brand now incorporating GLP-1 medication support and digital coaching; broader incumbent serving overlapping consumer demand with much wider brand recognition.
- Hims & Hers Health: US telehealth consumer platform that has expanded into GLP-1 weight loss treatment; broader incumbent with overlapping GLP-1 + coaching proposition but a much wider portfolio.
Direct peers
- Calibrate: US digital health company combining GLP-1 medication with coaching and behaviour change for weight loss; close analogue to Second Nature's medication-plus-coaching model with a US focus.
- Noom: Digital behavior-change weight loss platform combining coaching, tracking, and now GLP-1 medication support; directly comparable to Second Nature's bundled coaching-plus-medication model.
- Oviva: UK- and Europe-based digital behaviour change provider commissioned by the NHS for weight management and type 2 diabetes prevention; overlaps with Second Nature on clinical commissioning and patient population.
- Liva Healthcare: Europe-based digital behaviour change platform commissioned for NHS and European healthcare weight management and chronic disease programmes; similar B2B2C model and clinical evidence approach.
- Found: US telehealth weight loss provider offering GLP-1 prescriptions alongside coaching and tracking; directly comparable bundled offering targeting similar consumer segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Second Nature social profiles
Digital presenceSecond Nature financial estimates
Financial estimateRevenue estimate
Valuation estimate
Second Nature leadership team
Management profileNumber of profiles
Profiles5 records
Second Nature funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Second Nature 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 Second Nature
What does Second Nature do?
Second Nature sells a science-based digital weight management programme that combines GLP-1 prescription medication (Mounjaro, Wegovy, Orlistat) with a 12-month behaviour change curriculum delivered through a mobile app and human coaching (nutritionists, health coaches, doctors, psychologists). The same underlying platform is commissioned by NHS Health and Care boards for weight management, diabetes prevention and type 2 diabetes management, and is offered to insured and employed populations through Vitality Insurance and employer health-benefit channels.
Is Second Nature a public or private company?
Second Nature is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Second Nature founded?
Second Nature was founded in 2014. It employs 101 to 250 people.
Where is Second Nature based?
Second Nature is headquartered in London, United Kingdom, in the Europe region.
How does Second Nature make money?
Two revenue lines are on record. Subscription - Medication Programme is the primary driver. The others are NHS & Insurance Contracts.
Who are Second Nature's main competitors?
Broad incumbents on record are Babylon Health, Omada Health, Slimming World, WeightWatchers (WW) and Hims & Hers Health. Direct peers are Calibrate, Noom, Oviva, Liva Healthcare and Found.
Does Second Nature have an API?
No public API is recorded for Second Nature.
What industry is Second Nature in?
Second Nature's product category is Digital Weight Management. Its primary akta.pro industry code is HLAKADAL, Obesity Medicine & Weight Management, with a secondary code of HSADAFAB, Weight Loss Coaching (Non-Clinical). Its NAICS code is 812191 and its SIC code is 7372.