Noom
Noom charges $209 for four months of cognitive behavioral therapy disguised as a weight loss app. Each coach handles 300 users through templated messages, costing 65 cents per user per month. The personalization is mostly an illusion.
Weight loss app cell willpower. Noom sells psychology. The difference is worth $209 per four month subscription. A calorie counter tells you what you ate. Noom tells you why you ate it and teaches you to change the behavior that made you reach for the cookie. The product is cognitive behavioral therapy through a smartphone. Noom launched in 2012 with a color coded food system. Green foods are unrestricted. Yellow are moderate. Red are limited. No food is banned. Users log meals and receive daily psychology lessons in five minute articles. A human coach checks in weekly via text. The combination creates the perception of personalized care at the cost of an algorithm.
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