London’s health app Simple Life raised Series B funding led by HartBeat Ventures, following a year of strong revenue growth and user milestones.
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London-based Simple Life, an AI health coaching app focused on weight loss through personalised plans, real-time nutritional analyses, and on-demand coaching, has raised $35M (nearly €29.80M) in a Series B funding round.
The round was led by Hartbeat Ventures, founded by actor and entrepreneur Kevin Hart, with participation from Liquidity, an AI-driven private credit firm.
The funding comes after a year in which the company reported $100M in revenue for 2024, representing 64 per cent year-over-year growth, and achieved operating profitability.
Simple Life has surpassed 20 million downloads, and users have collectively lost more than 17.5 million pounds using the platform (which is approximately 8,164,663 kilograms).
Kevin Hart, founder of Hartbeat Ventures, says, “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.”
Coaching for weight loss and healthy eating
Simple is a company in the consumer health and digital health sector that focuses on weight management.
It addresses limitations in current weight management solutions, which are often costly, fragmented, or inaccessible at scale, by providing evidence-based, personalised coaching that combines behaviour change strategies, continuous coaching, and real-time nutritional guidance to achieve weight outcomes and support metabolic health.
The company’s programs can be used with or without GLP‑1 medications. It offers an AI-powered health application with a virtual coach named “Avo”, which delivers personalised coaching and real-time nutritional insights.
In January 2025, Avo delivered 19 million coaching messages. Each new user interaction contributes to Simple’s behavioural dataset, which improves coaching personalisation for all users, creating a compounding behavioural-intelligence feedback loop.
Mike Prytkov, founder and CEO of Simple, says, “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.”
A peer-reviewed study of over 50,000 users found that 42 per cent achieved at least 5 per cent weight loss at one year, with improved engagement metrics alongside weight outcomes. Currently, Simple serves over 800,000 active subscribers.
Capital utilisation
Simple will use the funds to accelerate AI innovation across four areas. First, hyper-personalisation will enable adaptive journeys, content, and plans that update in real time. Second, intelligent coaching will incorporate multimodal inputs, including voice and vision, to provide more human-like support.
Third, content at scale will use AI-assisted content creation to reach, acquire, and engage new audiences. And lastly, gamification will implement behaviour-science-based streaks, challenges, and rewards to increase user retention.
Paul Brodie, Managing Director, London, Liquidity, says, “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.”
What’s next?
Later this year, Simple will release a gamified companion experience. Early tests show it increases retention and weight-loss outcomes. The companion will include streaks, rewards, and motivational messages to support habit-building and daily progress.
Yuri Gurski, founder of Flo Health and Palta, an early investor in Simple, says, “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.”
Brief about HartBeat Ventures
HartBeat Ventures is a venture capital firm that invests in companies across the consumer, media, technology, health & wellness, and lifestyle sectors. The firm focuses on businesses that align with the brand and audience of Kevin Hart and provides support beyond capital.
HartBeat Ventures acts as a strategic partner by using its network to support brand messaging, drive revenue growth, and offer access to opportunities not available through traditional investment channels. The firm aims to work closely with portfolio companies to help them expand their reach and business operations.
