How Noom Tapped Psychology and Technology to Build a $400 Million Weight-Loss App

Photo caption: Noom delivers content developed by psychologists, nutritionists and behavioral health specialists aimed to change the eating habits of consumers long term, and from the inside out. — Noom. Article by Barbara Thau. CO by US Chamber of Commerce – February 17, 2021.

After ‘years of struggle,’ the heath-tech disruptor is leveraging behavioral science and full-time coaches to ride a wave of growth, says CEO and co-founder Saeju Jeong.

Key takeaways:

• Noom carved a niche in the crowded weight-loss market with a behavioral-science based program and full-time health coaches.
• The app taps into the pandemic-fueled wellness economy, which has ballooned into a $4.5 trillion global business.
• Now with $400 million in sales, Noom is targeting men, businesses and stress management for growth.

Madeline Pietschnig lost 20 pounds on weight-loss app Noom, but for the 27-year-old mother of two school-aged boys, that alone is not a victory.

She’s shed just as many pounds on other weight-loss programs, but the weight didn’t stay off. And then her disappointment and disengagement kicked in, as did the self-blame and shame. […]

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