The bogus intelligence-powered app ditches calorie counting in favor of data-driven teaching, intermittent fasting, gamification and behavior science
The AI weight-loss race simply gained a star backer.
Kevin Hart’s enterprise capital agency, Hartbeat Ventures (HBV), has led a $35 million Collection B funding in Easy Life, a London-based AI-powered well being teaching app centered on weight reduction. Liquidity, an AI-driven non-public credit score agency, additionally participated within the spherical.
Simple takes a special tack from most weight-loss apps. Slightly than monitoring each calorie, it makes use of an AI-driven behavior-change mannequin that pairs real-time diet suggestions with light behavior teaching from its digital information, Avo.
The app adapts to every consumer’s inputs (meals logs, hydration and exercise) and adjusts suggestions accordingly, resembling intermittent fasting schedules and focused reminders, like prompts to log water or meals. Handpicked exercise plans and wholesome recipes are additionally out there.
A free model affords primary instruments resembling Diet Scores, wellness trackers and real-time solutions from Avo. Paid subscribers get every day check-ins and entry to an academic library. Easy affords a month-to-month plan at $17.99, with a present welcome provide of $29.99 for 3 months, a 50% low cost from the usual $59.99.
Easy’s robust 12 months, together with $100 million in 2024 income, 64% year-over-year progress and working profitability, units the stage for its subsequent part of progress. The brand new capital will go towards hyper-personalization initiatives that adapt in actual time, clever teaching for extra human-like help and AI-assisted content material to achieve new audiences.
Additionally in improvement is a gamified companion expertise that the startup says has boosted each retention and weight-loss success in early testing. The expertise is anticipated to launch later this 12 months.
The Good, Dangerous & Unknown of AI-Powered Wellness
Even with GLP-1s within the weight reduction combine, demand for an AI-driven method seems robust (and efficient). Based on Easy, Avo delivered 19 million teaching messages in January 2025 alone, and factors to a peer-reviewed research of greater than 50,000 customers that discovered that 42% achieved not less than 5% weight reduction after one 12 months, with greater engagement linked to higher outcomes. Nonetheless, the app is appropriate for these on weight reduction drugs.
“Most weight-loss options fixate on the tip purpose,” stated Mike Prytkov, founder and CEO of Easy Life. “We concentrate on the journey, making it adaptive, rewarding and sustainable. With our knowledge and method, there’s no want for obsessive calorie counting or excessive restrictions. We’re turning wholesome habits right into a motivating sport, serving to individuals not solely see outcomes, but additionally construct a extra constructive relationship with well being and wellness.”
With the funding, Easy Life joins a roster of Hartbeat Ventures-backed well being manufacturers, together with VitaHustle, Function Health, SweatPals and Palta.
“I’m hyped to again Easy by way of my fund Hartbeat Ventures,” Hart stated. “Easy is really altering the sport in well being, and HBV needs to be entrance row for that.”
The rise of AI in fitness and wellness isn’t with out concern, although.
Trainers warn that overreliance on digital tools can lead to anxiety, disordered habits and misinformation. A latest survey by Levity discovered that 46% of health professionals have seen unhealthy or obsessive behaviors linked to AI-driven monitoring apps. In distinction, Easy’s behavior-first method, centered on schooling, habit-building and moderation, suggests a more healthy path ahead.
