Noom

Noom was founded in 2008 by Saeju Jeong and Artem Petakov, building a weight management app distinguished from many competing calorie-counting and diet apps by grounding its approach explicitly in cognitive behavioral therapy principles and behavioral psychology, aiming to help users understand and change the underlying psychological patterns and habits driving their eating behavior rather than focusing solely on calorie tracking and restrictive dieting rules, an approach the company has argued produces more sustainable long-term behavior change than diets focused primarily on short-term restriction. Noom's core product combines a color-coded food logging system that categorizes foods by their nutritional density rather than only calorie count, daily psychology-based educational content covering topics such as emotional eating, motivation, and habit formation, and access to human coaches who provide personalized guidance and accountability support throughout a user's weight management journey, an approach the company has marketed heavily through direct-to-consumer advertising emphasizing its psychology-based methodology as differentiated from more purely mechanical calorie-counting apps. The company experienced significant growth during the COVID-19 pandemic as increased health consciousness and time at home drove interest in weight management apps, and has more recently expanded its offering to include medical weight-loss services, including prescribing and managing GLP-1 receptor agonist medications such as Wegovy and Zepbound that have become enormously popular for weight loss, positioning Noom's existing behavioral coaching and habit-change expertise as complementary support for patients using these medications, since research has suggested combining medication with behavioral support can improve long-term weight management outcomes and help patients maintain healthy habits if they eventually discontinue medication. Noom has raised very substantial venture funding from investors including Sequoia Capital, Silver Lake, and RRE Ventures, reaching a valuation exceeding $3.7 billion, competing with other digital weight management platforms and the broader wave of telehealth GLP-1 prescribing services.

News

10/28/2026

Noom positions itself as GLP-1 drug coverage declines among employers

As employer-sponsored GLP-1 drug coverage drops, Noom aims to provide cost-effective lifestyle modification and nutrition support, capitalizing on the growing demand for alternative weight-management solutions.

CNBC

10/13/2026

Haut.AI Wins Three Awards for Innovative Skin Technology

Haut.AI's award-winning SkinGPT Aging Model, integrated by Noom, empowers users to visualize skin aging effects based on lifestyle choices, enhancing personalized skincare solutions.

PR Newswire

9/28/2026

Noom Highlights Mindset Shifts for Sustainable Weight Loss Success

Noom emphasizes the role of mindset in weight loss, offering strategies to enhance motivation and self-compassion, which are crucial for maintaining long-term healthy habits.

Yahoo Health

9/1/2026

Solera Health Partners with Noom to Enhance Weight Management Solutions

This partnership integrates Noom's evidence-based programs into Solera's network, aiming to improve health outcomes and simplify vendor management for health plans and employers.

GlobeNewswire

8/6/2026

Noom Positioned for Growth in $35.37 Billion Digital Therapeutics Market

As the digital therapeutics market expands, Noom's focus on personalized healthcare solutions aligns with increasing demand for effective chronic and behavioral health management.

PR Newswire