The artificial intelligence-powered app ditches calorie counting in favor of data-driven coaching, intermittent fasting, gamification and habit science
The AI weight-loss race just gained a celebrity backer.
Kevin Hart’s venture capital firm, Hartbeat Ventures (HBV), has led a $35 million Series B investment in Simple Life, a London-based AI-powered health coaching app focused on weight loss. Liquidity, an AI-driven private credit firm, also participated in the round.
Simple takes a different tack from most weight-loss apps. Rather than tracking every calorie, it uses an AI-driven behavior-change model that pairs real-time nutrition feedback with gentle habit coaching from its virtual guide, Avo.
The app adapts to each user’s inputs (food logs, hydration and activity) and adjusts recommendations accordingly, such as intermittent fasting schedules and targeted reminders, like prompts to log water or meals. Handpicked workout plans and healthy recipes are also available.
A free version offers basic tools such as Nutrition Scores, wellness trackers and real-time answers from Avo. Paid subscribers get daily check-ins and access to an educational library. Simple offers a monthly plan at $17.99, with a current welcome offer of $29.99 for three months, a 50% discount from the standard $59.99.
Simple’s strong year, including $100 million in 2024 revenue, 64% year-over-year growth and operating profitability, sets the stage for its next phase of growth. The new capital will go toward hyper-personalization initiatives that adapt in real time, intelligent coaching for more human-like support and AI-assisted content to reach new audiences.
Also in development is a gamified companion experience that the startup says has boosted both retention and weight-loss success in early testing. The experience is expected to launch later this year.
The Good, Bad & Unknown of AI-Powered Wellness
Even with GLP-1s in the weight loss mix, demand for an AI-driven approach appears strong (and effective). According to Simple, Avo delivered 19 million coaching messages in January 2025 alone, and points to a peer-reviewed study of more than 50,000 users that found that 42% achieved at least 5% weight loss after one year, with higher engagement linked to better outcomes. Still, the app is suitable for those on weight loss medications.
“Most weight-loss solutions fixate on the end goal,” said Mike Prytkov, founder and CEO of Simple Life. “We focus on the journey, making it adaptive, rewarding and sustainable. With our data and approach, there’s no need for obsessive calorie counting or extreme restrictions. We’re turning healthy habits into a motivating game, helping people not only see results, but also build a more positive relationship with health and wellness.”
With the investment, Simple Life joins a roster of Hartbeat Ventures-backed health brands, including VitaHustle, Function Health, SweatPals and Palta.
“I’m hyped to back Simple through my fund Hartbeat Ventures,” Hart said. “Simple is truly changing the game in health, and HBV wants to be front row for that.”
The rise of AI in fitness and wellness isn’t without concern, though.
Trainers warn that overreliance on digital tools can lead to anxiety, disordered habits and misinformation. A recent survey by Levity found that 46% of fitness professionals have seen unhealthy or obsessive behaviors linked to AI-driven tracking apps. In contrast, Simple’s behavior-first approach, focused on education, habit-building and moderation, suggests a healthier path forward.
