Profile

Simple is a mobile application with over 17M downloads from across the world and a team spanning 32 countries. Simple empowers people to become their healthiest, most energized and confident selves every day through easy-to-follow, effective, and personalized weight loss programs delivered through a smart coach that helps people to take sustainable steps towards weight loss, and ultimately supporting their long-term health.

Simple supports weight loss through seamless meal logging and flexible intermittent fasting tracking, coupled with a unique, award-winning Nutrition Score that focuses on balanced eating without the need to count calories or weigh food. With personalized food feedback, meal plans, and workout recommendations, users are empowered to follow a holistic plan designed to support their weight loss journey. The journey is guided by Avo, the cutting-edge AI coach, offering personalized daily plans, motivational check-ins, and proactive coaching. Avo’s support adapts to each user’s progress, providing the support they need to achieve sustainable weight loss and better health.

Simple’s vision is to empower people to become their healthiest, most energized selves every day. By delivering simple, effective, and personalized AI health solutions, Simple supports sustainable progress towards weight loss and long-term well-being. In doing so, Simple strives to help people not only have the energy to enjoy life, but also feel more confident.

Visit www.simple.life

Key Products

• Avo Coach: Avo is their cutting-edge AI coach that guides users on their weight loss journey. Offering personalized daily plans, motivational check-ins, and proactive coaching, Avo adapts to each user’s progress, providing the support they need to achieve sustainable weight loss and better health.


• Personalized Daily Plans: Simple delivers personalized daily plans tailored to each user’s nutrition, fasting, and activity goals. These plans focus on building key habits and tracking progress, helping users stay motivated and achieve meaningful health improvements, day by day.


• Intermittent Fasting and Meal Logging: Simple offers seamless meal logging and intermittent fasting tracking, coupled with a unique, award-winning Nutrition Score that focuses on balanced eating. With personalized food feedback, meal plans, and workout recommendations, users are empowered to follow a holistic plan designed to support their weight loss journey.

Key Executives

Mike Prytkov, CEO and Founder

Previously the founder of Appness, a successful platform connecting mobile advertisers with Facebook media buying experts, Mike is a well-seasoned entrepreneur. He is also an avid cyclist who passionately believes and has personally experienced how health and wellness contributes greatly to one’s confidence and energy levels.

Back in 2019, Mike became aware that while obesity was affecting more people, the traditional weight loss solutions offered to them were misleading and ineffective due to the lack of personalized and maintainable approaches. Experiencing firsthand the benefits of his health journey, he found that incredibly unjust and decided to embark on launching Simple, to help others live their lives to their fullest through the health benefits of sustainable weight loss. Mike continues to lead the company with a very hands on approach, inspiring deep customer empathy and care throughout the organization.

Today, he also serves as a Growth Advisor and Entrepreneur in Residence at Palta, a company focused on digital health and well-being products to the likes of Flo and Zing. Mike earned a Bachelor’s degree in Applied IT in economics from Peter the Great St. Petersburg Polytechnic University.

Alexander Smekhov, Chief Growth Officer

Alexander is a seasoned leader with deep expertise in subscription-based businesses.

As Chief Growth Officer at Simple from its early beginnings, he channels his enthusiasm into transforming innovative ideas into a market-leading product. At Simple, Alexander has been instrumental in driving the company’s growth, establishing industry-leading monetization metrics.

Previously, Alexander served for 8 years as Head of Product and Marketing at Ultimate Guitar (Muse Group), where he managed flagship mobile apps that won App of the Year and became the top-grossing music app on the Apple Store. He successfully launched a unique for the market monetization model, introduced new key features that boosted revenue, and resulted in significant ARR growth during his career.

His track record of success is rooted in his passion to discover innovative approaches in combination with a value for the users.

Victor Lamburt, Chief Technology Officer

As the CTO of Simple, Victor plays a pivotal role in transforming the Simple app into an AI coach.

With 10 years at BigTech, Victor has built services from scratch for many millions of users. He has extensive experience applying AI to media distribution, music recommendation, and weather forecasting.

Victor also has experience in EdTech and HealthTech, where he connects scientific research with product development. Holding a PhD in Mathematical Physics, Victor focuses on combining practical AI and engineering solutions with evidence-based treatments to help users lead healthier lives.

Elizabeth Kim, Chief of Staff

As Chief of Staff, Elizabeth works on various operational projects to help the Simple team progress towards its mission and goals. She wears many hats and loves solving new problems whether it be improving Simple’s team alignment or defining Simple’s positioning.

Elizabeth began her career in investment banking at Bank of America Merrill Lynch and moved on to product and brand marketing at Chanel before she pivoted to working in tech. She notably held positions as Head of Growth Marketing at Revolut US where she was responsible for the US launch and Growth Director at Estrid, which was the fastest growing ecomm business in Europe at the time. She graduated from the Wharton School of Business at the University of Pennsylvania with a Bachelors of Science in Economics with concentrations in Marketing and Operations Management.

Ro Huntriss, Chief Nutrition Officer

As the Chief Nutrition Officer at Simple, Ro and her team are responsible for ensuring the accuracy, safety and effectiveness of all Simple does, in addition to leading scientific research.

Ro is a multi-award-winning Registered Dietitian based in London, UK, with 13 years of experience across clinical practice, consultancy for prominent brands, and senior leadership for high-growth health technology products. In addition to her dietetic qualifications, Ro holds a Master’s degree in Advanced Nutrition and a second Master’s degree in Clinical Research. She is an author, clinician, researcher, speaker and is regularly featured in mainstream media outlets.

Ivan Semin, VP Marketing

As the VP of Marketing at Simple, Ivan Semin leads global marketing strategies to drive user growth across 27 countries. Passionate about health and technology. Leveraging extensive experience in digital marketing, he has contributed to Simple’s 17 million downloads worldwide. Ivan continues to champion initiatives that highlight the benefits of Simple’s AI-driven coach, and its unique approach to holistic health.

Ekaterina Olontseva, VP Finance

Kate is an accomplished finance executive with extensive experience in the tech and telecom industries. As VP of Finance at Simple, she leads the company’s financial strategy and oversees all financial operations, driving growth and efficiency. Her expertise spans financial modeling, reporting, tax compliance, investor relations and finance transformation. Prior to joining Simple, Kate held senior and executive finance roles in leading tech and telecom companies and in Big4. She holds a Bachelor’s in Management, a Master’s in Global Economy, and is a member of ACCA.

Hemank Sabharwal, VP Product

Hemank Sabharwal is Simple’s VP of Product, leading the product, design, and research teams to create a personalized AI coach aimed at helping users achieve sustainable weight loss. He has been instrumental in building and scaling Avo, Simple’s AI coach, driving the app’s product transformation.

Before joining Simple, Hemank played a crucial role at Bumble & Badoo the dating apps, driving the company’s mission to foster meaningful connections by leading product initiatives focused on user onboarding, reducing churn, and enhancing retention. His contributions were integral to Bumble’s growth, culminating in its successful IPO. In addition, he was a key product & growth leader at Hike messenger, where he led the development of the India’s first in-app messaging & payments system (UPI), which propelled Hike to become India’s fastest-growing unicorn in 2016.

Sergei Tovmasian, Director of Analytics

As the Director of Analytics, Sergei is responsible for various areas related to big data, focusing on helping Simple make informed decisions by identifying growth opportunities, building models, and analyzing behavioral and monetization metrics.

Sergei has 10 years of experience building effective analytics platforms in companies with over 100 million MAU, and prior to Simple, he was the CPO at Ultimate Guitar (Muse Group). Holding a Master’s Degree in Mathematical Statistics, Sergei specializes in leveraging statistical methods and machine learning techniques for deeper insights in analytics and health data.

Ekaterina Marar, Head of HR

As the Head of HR at Simple, Ekaterina leads initiatives to build and nurture high-performing teams aligned with the company’s strategic goals. With over a decade of experience in HR, she is passionate about driving growth through people. Leveraging her expertise, Ekaterina ensures that teams are empowered to thrive, contributing to Simple’s success. Prior to Simple, she honed her skills at Wargaming, where she was instrumental in shaping team culture and performance.

Customer Insights

“Simple is exactly that -“simple!” I love how the daily plan is tailored for my activities and energy level. The food analysis has helped me eat much healthier options during my eating window. Weight, food, water & exercise is so easy to log and track each day, and I love the new exercise and meal ideas! Even with insulin resistance, fasting has now become easy with small tricks that AI Coach Avo has given me. I am looking forward to reaching my weight loss goals at a pace that suits me and my lifestyle!”

“I’ve tried several different apps and for some reason they never worked for me. But this app just feels so easy and natural to use. It provides so much info that’s easy to read, understand, process, and motivate. It’s super affordable for all that you get! Work out suggestions/instructions for any setting, food plan/recipe suggestions, tips, etc. Having Avo, the AI feature is super helpful too if you have any questions or need any help. It’s like having your own personal/virtual coach! I’ve lost 5 pounds in 2.5 weeks!!”

“Simple has changed my life! I’ve lost 20 pounds so far… 20 pounds! And I’m not struggling. I’m not starving. This is such an easy lifestyle, and you don’t have to be perfect. Not only have I lost weight, my AIC is lower. All of my blood work went from scary to good. My doctor had been pressuring me to have gastric bypass surgery for years, but now he says, “keep doing whatever you’re doing!” I especially like their “coach” Avo. No matter the question, feeling, or problem Avo is there to help! I feel confident that Simple will take me all the way to my goal, and I’m so grateful I decided to give it a try!”

“Great accountability partner. Extremely user-friendly. AI driven. Non-judgemental Zone. Tons of feedback that’s positive and informative!”

“I was diagnosed with Type 2 diabetes, fibromyalgia, and I always felt horrible. I knew that losing weight was going to help me. I didn’t realize how much it was going to help me and how good I was going to feel… Simple tailored my program specifically for me, my age, and body type,“ says Jessica, customer, Simple. ”It is definitely the easiest, most sustainable weight loss system that I’ve ever tried. I lost 60 pounds in the first 5 months. And I will tell you I feel amazing. I don’t have any fibromyalgia flares anymore. My A1C for type 2 diabetes has gone down. I’m not as insulin resistant anymore. My hormones have leveled out significantly. And I feel my best!”

Competitors

• Noom


• WW

Investors

At the time of writing, Simple is in the midst of their Series B investment round. Some existing investors include Palta and S16VC who previously also invested in such companies as Flo, Prizma and Miro.

Corporate Responsibility

Simple is committed to making a difference by empowering individuals to achieve their healthiest, most energized, and confident selves. The company offers easy-to-follow, effective, and personalized weight loss programs guided by a smart coach that helps users take sustainable steps toward weight loss and long-term health.

As a strong supporter of women in STEM, Simple boasts a workforce that is 66% men and 34% women, with its Leadership Team comprising 55% men and 45% women. This commitment reflects the company’s dedication to diversity and inclusion.

With a team spanning 32 countries, Simple implements flexible working policies that prioritize employee well-being while also contributing to environmental sustainability.