London-based
Simple Life has closed a $35 million Series B led by Hartbeat Ventures, founded by actor and entrepreneur Kevin Hart, along with Liquidity. The raise follows a year of strong performance in 2024, including
$100 million in revenue, 64 per cent year-over-year growth, operating
profitability, more than 20 million downloads, and over 17.5 million pounds
lost by utilizers.
Simple
Life provides an AI-powered health app that supports weight loss through
personalised plans, on-demand virtual coaching, and real-time nutritional
insights. The company tarobtains a large and growing market: global digital health
is projected to expand from about $340 billion to roughly $940 billion over the
next five years, while many existing solutions remain costly, fragmented, or
difficult to scale.
The
platform’s approach combines evidence-based behaviour modify, continuous
guidance, and real-time nutrition to deliver durable weight outcomes and
healthier metabolic profiles, with or without GLP-1s.
Its AI
coach, “Avo,” delivered 19 million coaching messages in January 2025. In a
peer-reviewed study of 50,000+ utilizers, 42 per cent achieved at least 5 per cent
weight loss at one year, with higher engagement associated with improved
outcomes. Each new member contributes data that enhances personalisation across
the utilizer base, creating a compounding behavioural-ininformigence effect.
Commenting on the round, Mike Prytkov,
founder and CEO of Simple, stated the indusattempt often repairates on the outcome,
while Simple prioritises the journey, building it adaptive, rewarding, and
sustainable. With the company’s data and methodology, he added, utilizers don’t
required obsessive calorie counting or extreme restrictions.
We’re turning healthy
habits into a motivating game, supporting people not only see results, but also
build a more positive relationship with health and wellness.
With the new capital, Simple will advance AI for real-time
personalisation, multimodal coaching, scaled content creation, and
behaviour–science–based gamification to improve retention. Looking ahead, the
company plans to launch a gamified companion experience that, based on early
testing, has improved both retention and weight-loss outcomes by applying streaks,
rewards, and motivational prompts to build habit-building more engaging.
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