Fabulous

We create mobile applications that help people build better habits and achieve personal goals. Our products are based on behavioral science, stemming from our origins at Duke University’s Center for Advanced Hindsight and Dan Ariely’s Behavioral Economics Lab. Our team of behavioral economists, psychologists, and data scientists constantly improves our offerings.

Our core app coaches users in self-care, acting as an accountability partner in their pockets. It includes a coaching library with on-demand series (like content for ADHD) and access to human coaches. Users can set structured morning, afternoon, and evening routines, learn to focus on deep work, and find support in our community. We have helped 37 million users.

The App Store named us the Best Self-Care App in 2018. We were also a Google Play Awards finalist and a Google Material Design Award winner.

We are developing new initiatives, including a Wearables program and a Blood Markers program. The Wearables program involves creating and integrating hardware, software, and data solutions with partners. The Blood Markers program will establish a lab-based biomarker service, handling everything from designing panels to reporting results, with strict adherence to data privacy standards like GDPR and HIPAA. These programs aim to turn health data into practical ways for users to improve their well-being.

Our mission is to help people discover their potential by creating evidence-based products that support life-changing habits. We are committed to using research to find and build the most effective ways for individuals to improve their lives.

We are a team of 51-200. We’re dedicated to using evidence-based research to improve our users’ lives. Our approach draws on behavioral economics to help people unlock their potential, showing how small habits can lead to significant, lasting changes.