Simple’s personalized coaching platform, powered by AI coach Avo, aims to become the “Duolingo of health” with 700K subscribers and $160M ARR
From Burnout to Breakthrough: Simple’s Origin Story
Founder Mike Prytkov created Simple out of personal frustration. After selling his first company, he found himself struggling with weight gain, stress, and inconsistent results from fad diets and extreme fitness routines.
- He wanted more than tracking—he wanted accountability and personalization.
- In 2019, he launched Simple, an AI-powered weight-loss app focused on behavioral coaching over calorie counting.
- In 2023, he introduced Avo, an AI coach that now powers the app’s core user experience.
Series B: Kevin Hart’s VC Firm Backs the Vision
This week, Simple announced it raised $35 million in Series B funding, led by HartBeat Ventures, the VC firm founded by actor and entrepreneur Kevin Hart.
- The funding brings Simple’s total raised to $45 million.
- Other investors in the round include Liquidity, a private credit firm.
- Prytkov noted that HartBeat approached the company, drawn by Simple’s traction and Avo’s innovation, even though the startup wasn’t actively fundraising.
Simple by the Numbers
Simple’s metrics reflect rapid growth and product-market fit:
- $160 million in annual recurring revenue (ARR)
- Over 700,000 subscribers
- 100,000+ daily coaching conversations
- Nearly 300,000 meals logged per day
These results stem from a personalized, AI-driven model that adapts to user behavior in real time.
What Sets Simple Apart in a Crowded Market
Simple competes with behavioral health giants like Noom, WeightWatchers, and MyFitnessPal, but it deliberately avoids the generic, calorie-tracking approach.
- No calorie counting: Simple instead scores meals and habits with a habit assessment engine.
- No generic lessons: Each interaction is tailored via AI using long-term user memory and fine-tuned responses.
- GLP-1 companion: While it doesn’t supply GLP-1 meds, it supports users on them by acting as a behavioral engine to sustain routines once medication stops.
Avo: The AI Coach Changing the Game
Avo, the app’s AI-powered coach, is at the heart of Simple’s differentiation.
- Built using large language models (LLMs), Avo delivers real-time guidance across nutrition, fasting, movement, and habits.
- It adapts its tone and content to users’ personalities and progress, with memory for long-term behavior.
- Every user interaction feeds a closed-loop learning system, continually improving both individual and group-level models.
Prytkov describes the system as proactive and evolving, getting smarter with each dialogue and meal log.
Looking Ahead: Women’s Health, Midlife, and Beyond
Simple has bold plans for expansion in 2025 and beyond:
- Upcoming features include GLP-1 companion tools, women’s health, and midlife-specific programs.
- Long-term, the vision is to grow into a full health habit app, addressing stress, sleep, and movement—all with the same engaging, coach-like interface.
Prytkov sums up his ambition clearly:
“Our vision is to become the Duolingo of health… the most effective and fun way to build healthy habits.”
