Simple Life, an innovative AI health coaching app, has recently announced a successful $35 million Series B funding round. This financing was led by Hartbeat Ventures, a firm founded by the well-known actor and entrepreneur Kevin Hart, alongside Liquidity, a leading private credit firm specializing in AI-driven solutions.
This funding marks a significant milestone for Simple Life, especially after achieving notable performance in the past year. The company anticipates reaching a revenue of $100 million in 2024, showcasing an impressive growth rate of 64% year-over-year, alongside operating profitability.
With over 20 million downloads, users of the app have collectively shed more than 17.5 million pounds, underscoring the app’s effectiveness in promoting healthy weight management.
Weight management represents a major opportunity. But despite this vast potential, many available solutions remain expensive, fragmented, or out of reach for a significant portion of the population. Simple Life aims to address this gap by offering evidence-based and personalized coaching that emphasizes behavior changes. By offering continuous coaching and real-time nutritional insights, the app helps users achieve sustainable weight loss and develop healthier metabolic profiles, regardless of whether they choose to use GLP-1 medications.
The effectiveness of Simple Life is reflected in its AI coach, Avo. In January 2025 alone, Avo delivered an astonishing 19 million coaching messages to users. A peer-reviewed study with over 50,000 participants found that 42% of users achieved a weight loss of at least 5% within one year. This indicates that higher engagement rates correlate with better health outcomes. And each new user contributes valuable data to Simple Life’s growing behavioral dataset. This data not only enhances the personalization of coaching for existing users but also creates a compounding effect that improves overall coaching effectiveness.
The funding will be strategically allocated to accelerate AI development in four crucial areas. Firstly, Simple Life will focus on hyper-personalization. This involves crafting adaptive user journeys, as well as content and plans that are updated in real time to meet individual user needs effectively. Secondly, the company aims to enhance intelligent coaching by incorporating multimodal inputs, such as voice and vision, to offer a more human-like support experience.
Plus, Simple Life plans to expand its content creation capabilities at scale. By utilizing AI-assisted methods, the app strives to reach, acquire, and engage a broader audience. Lastly, the company plans to implement gamification strategies, rooted in behavioral science. This will involve creating streaks, challenges, and rewards that not only motivate users but also promote long-lasting retention.
Simple Life is set to launch a gamified companion experience later this year. Early testing has shown that this new feature significantly boosts both user retention and weight loss success. With engaging elements like streaks, rewards, and motivating messages, this companion transforms the journey of building healthy habits and tracking daily progress into an enjoyable, game-like experience. By fostering an engaging environment, Simple Life strives to make health and wellness accessible and enjoyable for its users.
KEY QUOTES:
“I’m hyped to back Simple through my fund HartBeat Ventures. Simple is truly changing the game in health, and HBV wants to be front row for that.”
Kevin Hart, founder of Hartbeat Ventures
“Most weight-loss solutions fixate on the end goal. 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.”
Mike Prytkov, founder and CEO of Simple
“Liquidity is proud to back Simple’s extraordinary growth and advance its impact on the well-being of millions worldwide. This financing reinforces our commitment to empowering growth-stage industry innovators with fast, flexible capital tailored to scale with their ambitions.”
Paul Brodie, Managing Director, London, Liquidity
“Our experience building Flo showed that when you pair scientific credibility with a seamless user experience, you can touch hundreds of millions of lives. Simple brings that formula to weight loss, with speed, scale, and results the market has never seen before.”
Yuri Gurski, founder of Flo Health and Palta, an early investor in Simple
