The use of artificial intelligence in health is no longer limited to diagnostics or hospitals, a new generation of consumer applications aims to transform prevention and daily well-being. Simple Life, founded in London, is part of this dynamic with a nutritional and behavioral coaching application powered by AI.
The European digital health coaching market is experiencing sustained growth, driven by the convergence between AI, health data and personalized prevention. According to several market studies, this segment could exceed 6 billion euros by 2030, with an average annual growth rate close to 13%. In France, nutrition and well-being applications represent a market estimated at 50 million euros in 2024, growing strongly thanks to the demand for preventive support. This development reflects a cultural shift: connected health is no longer limited to sports performance, it now extends to weight management, sleep and mental health. The challenge for European players remains to reconcile scientific credibility, user engagement and compliance with data protection regulations.
At the heart of Simple Life’s solution, the “Avo” virtual assistant which analyzes users’ food choices in real time and offers personalized plans. The objective is not only to support weight loss but to make the process sustainable and scalable. “Most weight loss solutions focus on the end goal. We focus on the journey, making it adaptive, rewarding and sustainable,” explains Mike Prytkov, founder and CEO of Simple Life.
AI plays a central role in this model. Avo, already used for 19 million coaching messages sent in January 2025, must be enriched with new features. Developments focus on hyper-personalization, the combination of different coaching modes, AI-assisted content creation and gamification. A companion app tested on a small sample has already shown to improve retention and weight loss results.
Compared to Simple Life, the European market already has several well-established players. The American Noom maintains high visibility, combining behavioral approach and nutritional monitoring, while MyFitnessPal remains a reference for calorie counting. In France, applications like Foodvisor or Yazio rely on visual food recognition and automated tracking. Others, like Umanlife or CareOS, explore the convergence between health, well-being and connected objects. This competitive density is accompanied by a change in expectations: users now favor scientifically validated solutions, capable of adapting to their profile and their cultural habits. In this context, Simple Life’s AI approach, centered on personalization and the sustainability of change, constitutes a distinct positioning in the face of offers still mainly based on counting and constraint.
The startup experienced strong acceleration in 2024, generating 100 million euros in turnover, up 64% year-on-year, and reaching operational profitability. Simple Life now has more than 800,000 active subscribers. Its scientific approach combined with AI has made it considered a leading player in digital health.
Simple Life announces that it has raised 33 million euros in Series B in a round led by HartBeat Ventures, with the participation of Liquidity.
