Noom Inc.

Noom Inc. is a digital health company founded in 2008, dedicated to empowering individuals to live healthier lives through behavior change. The company's mission is to "Empower everyone, everywhere to live better longer" by combining psychology, technology, and human coaching to foster sustainable healthy habits. While it previously maintained a significant presence in Manhattan, Noom relocated its primary headquarters to Princeton, New Jersey, in late 2024, retaining an additional office in Midtown Manhattan.

Noom offers a suite of subscription-based digital health programs, prominently featuring Noom Weight for weight management and the CDC-recognized Noom Diabetes Prevention Program (DPP). The company has expanded its offerings to include Noom Med, which integrates medically assisted weight loss, including GLP-1 medication, and addresses a broader range of conditions such as chronic disease management, stress, anxiety, hypertension, and sleep. Its core methodology is rooted in behavioral science, aiming to help users understand the psychological underpinnings of their habits.

In July 2023, Geoff Cook was appointed CEO, succeeding co-founder Saeju Jeong, who transitioned to Executive Chairman. Noom remains a privately held company, having secured approximately $624 million to $669 million in total funding, with its largest round being a $540 million Series F in May 2021, led by Silver Lake, which valued the company at $3.7 billion. Noom differentiates itself as an "anti-diet" solution, focusing on long-term behavioral change, and has increasingly diversified its revenue streams through B2B partnerships, which accounted for roughly 25% of its revenue by 2025. Recent strategic moves include partnerships for integrated health record access and acquisitions of licensed pharmacies to further expand its preventive health offerings.

Latest updates

Noom Taps Charles Duhigg to Boost GLP-1 Habit Formation, Releases New Research

Event summary

  • Noom appointed Charles Duhigg, author of 'The Power of Habit,' as advisor to enhance GLP-1 habit formation strategies.
  • Noom released new research showing 96% of GLP-1 users sustain habits post-discontinuation, with 77% reporting improved quality of life.
  • Noom's GLP-1 Companion program drives 10x higher engagement than average health apps, doubling medication adherence and habit persistence.
  • Duhigg will shape Noom's content, coaching, and product strategy, launching a 'Habit School' video series for members.

The big picture

Noom is positioning itself at the forefront of Phase 2 of the GLP-1 era, where the focus shifts from weight loss to lasting habit formation and identity change. By leveraging behavioral science and high-engagement digital tools, Noom aims to differentiate itself in a competitive market where most GLP-1 users discontinue treatment within three years. The company's strategic move to appoint Charles Duhigg underscores its commitment to translating behavioral insights into practical, scalable solutions for long-term health outcomes.

What we're watching

Habit Sustainment
Whether Noom can sustain habit formation and identity change post-GLP-1 discontinuation at scale.
Engagement Dynamics
How Noom's 10x engagement rates translate into long-term health outcomes and revenue growth.
Industry Shift
The pace at which the obesity care industry adopts behavior-change programs alongside GLP-1 therapies.

Noom Health's GLP-1 Program Slashes Employer Costs by 80%

Event summary

  • Noom Health's SmartRx program reduced GLP-1 medication costs by nearly 80% for its first participating employer, projecting $1.3 million in annual spend versus $6.2 million previously.
  • The program, launched in January 2026, bypasses traditional Pharmacy Benefit Managers (PBMs) to connect employers directly with brand-name GLP-1 medications.
  • SmartRx is an enhancement to Noom Med, Noom’s clinical obesity care program, integrating behavior change support with GLP-1 therapy.
  • An actuarial analysis by Accorded projects a 4.1x ROI over three years for Noom Med members combining behavioral support with GLP-1 therapy.

The big picture

The rapid rise in GLP-1 medication costs has created a significant financial burden for employers, prompting a search for alternative solutions. Noom Health's SmartRx program represents a direct challenge to the traditional PBM model, offering a potentially more cost-effective and integrated approach to managing metabolic health. This move highlights a broader shift towards preventative and holistic healthcare solutions, moving away from reactive, condition-specific programs.

What we're watching

Adoption Rate
The success of Noom Health's model hinges on broader employer adoption; the current results represent a single client, and scaling this model across diverse organizations will be crucial.
PBM Response
Traditional PBMs will likely react to this disruption, potentially through price adjustments or competitive offerings, which could erode Noom Health's cost advantage.
Clinical Validation
While early data is promising, sustained clinical validation of the integrated approach (behavioral support + GLP-1) will be necessary to maintain employer interest and justify the program's cost.
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