Weight-loss app Simple has secured $35 million in Series B funding led by Kevin Hart’s Hartbeat Ventures, bringing its total funding to $45 million. The AI-powered health coaching platform has grown to 700,000 subscribers and $160 million in annual recurring revenue by positioning itself as an alternative to traditional diet programs.
From Founder’s Struggle to AI Health Solution
Simple founder Mike Prytkov developed the app after his own weight struggles during his entrepreneurial journey. After exiting his previous company, Appness, Prytkov experimented with various weight-loss methods including extreme workouts and fasting regimens. “While it worked, consistency was the hard part,” Prytkov told TechCrunch. The experience revealed a gap in the market for sustainable, personalized health coaching.
The app’s standout feature, AI coach Avo, launched in 2023 and now handles over 100,000 daily coaching conversations while processing nearly 300,000 meal logs. Unlike traditional calorie-counting apps, Simple focuses on behavioral changes through personalized guidance. “We wanted to help people lose weight without the guilt or grind that is innate to the toxic diet culture,” Prytkov explained. This approach aligns with growing consumer preference for sustainable wellness solutions over restrictive dieting.
AI Coaching Differentiates in Crowded Market
Simple competes directly with established players like Noom, WW International, and MyFitnessPal but distinguishes itself through advanced AI personalization. The platform uses large language models to adapt coaching tone and content to individual users, with memory for long-term context and constitution-based fine-tuning. “We provide personalized coaching, not just tracking,” Prytkov emphasized.
The AI coach dynamically adjusts daily plans across nutrition, fasting, movement, and habits while providing real-time meal feedback. This level of personalization has become increasingly important as research shows individualized approaches yield better weight management outcomes. Unlike some competitors, Simple hasn’t ventured into GLP-1 medications but instead acts as a “behavior engine” that complements such treatments by helping users sustain routines after medication ends.
Funding and Strategic Expansion Plans
The $35 million Series B round attracted Hartbeat Ventures after Simple launched its AI coach feature two years ago. “At the time, we weren’t looking for investors, but HartBeat Ventures felt like an amazing fit for us,” Prytkov noted, adding that the app already demonstrated strong metrics, profitability, and traction. Private credit firm Liquidity also participated in the round.
Simple plans to use the funding to expand its GLP-1 companion features and launch specialized women’s health and midlife programs. The company’s vision extends beyond weight loss to becoming a comprehensive health platform addressing sleep, stress, and movement. “Our vision is to become the Duolingo of health,” Prytkov stated, referencing the popular language learning app’s engaging, daily-use model. This expansion comes as the digital health market continues rapid growth, projected to reach $809 billion by 2030.
The Future of AI-Powered Health Coaching
Simple’s success reflects broader trends in digital health, where AI-driven personalization is becoming increasingly sophisticated. “Every dialogue, every logged meal feeds a closed-loop learning system that updates each person’s profile and improves our cohort-level models,” Prytkov explained. “With each iteration, Avo becomes more accurate and more proactive.”
The company’s focus on making health management “fun” and accessible positions it well in a market where consumer adoption of digital health tools has accelerated post-pandemic. As Prytkov noted, virtual wellness has become the “default front door” for weight management due to its affordability and accessibility. The platform’s growth suggests strong consumer appetite for alternatives to traditional clinical approaches to weight management.
References:
1. TechCrunch – Original funding announcement
2. McKinsey Wellness Market Report
3. NIH Weight Management Research
4. Grand View Research Digital Health Market
5. Accenture Digital Health Transformation
