Weight Loss App 'Simple' Reaches $160M in Annual Revenue

- The company was founded in 2019 by Mike Prytkov, who served as the first test subject for the app after his own struggles with weight loss and burnout from traditional dieting methods. - Simple employs an AI-powered coach named "Avo" that uses behavioral science to offer personalized guidance and features "Avo Vision" for scanning and analyzing meals. - To drive engagement and habit formation, the app incorporates gamification with a playful in-app "pet" named Blinky that provides positive reinforcement and playful nudges. - The founder's stated vision is to become the "Duolingo of health," aiming to make weight loss feel more like a game that builds healthy habits rather than a chore. - As of October 2025, the app had surpassed 20 million downloads and had over 800,000 active subscribers, who have collectively lost nearly 20 million pounds. - The company's next strategic phase involves providing support for the growing number of people using GLP-1 medications for weight management. - Simple recently raised a $35 million Series B funding round co-led by actor Kevin Hart's venture capital firm, Hartbeat Ventures. - The app's business model appears to heavily utilize web-based payments, with one analysis suggesting that a very high percentage of its revenue is processed through platforms like Stripe, bypassing standard app store commissions.