Habitual Health secures £1.7 million Seed Follow on investment led by Atlantic Food Labs

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Digital health startup Habitual Habitual raises $2.3 million to bring diabetes reversal direct to consumers

  • Round is led by Berlin-based Atlantic Food Labs, followed by existing investors Seedcamp and MMC
  • Diabetes care is a $1 trillion/year market and Habitual are building to scale globally

London, UK, 05 Oct 2021 – The digital health startup Habitual today announced the closing of a $2.3m seed round led by Berlin-based early stage investor Atlantic Food Labs, followed by existing investors Seedcamp and MMC. Oxford Seed Fund, an initiative of the Entrepreneurship Centre at Saïd Business School, University of Oxford, are also participating. Habitual provides digital prediabetes and type 2 diabetes remission programmes that help patients to reverse disease and live medication-free. The capital raised will be used to fuel user growth, increase team size, and undertake clinical research trials.

Napala Pratini, cofounder & COO:

“There’s never been a better time to build a digital health company, particularly in the diabetes space. With skyrocketing rates of chronic disease crippling our healthcare systems, the COVID-19 pandemic accelerating adoption of digital healthcare interventions, and increasing patient awareness of the importance of a healthy, balanced lifestyle, we’re not only hoping to build a massive business—but also to help millions of people across the world to live longer, happier lives.”

Ian Braithwaite, cofounder & CEO:

“There is a growing body of scientific evidence to show that gold-standard treatment for type 2 diabetes should no longer be solely reliant on pharmacology-based management, but rather defined by empathetic and effective behavioural treatment to help patients reverse the underlying disease process and sustain remission from type 2 diabetes. This challenge is not an easy one, but we are excited about the opportunity to help define this new standard of care for millions of type 2 diabetics.”

Habitual was co-founded in 2019 by Ian Braithwaite, a medical doctor with a background in digital health startups and clinical practice, and Napala Pratini, an experienced marketer who has worked with leading tech companies including Plaid, Hired, and NerdWallet. By combining evidence-based nutritional strategies with digital therapeutics, Habitual helps patients to make lasting changes to their nutritional, physical and mental health, ultimately helping patients to stop taking medication and achieve remission of type 2 diabetes. In less than 2 years, the company has completed a private beta with results in line with those observed in leading research trials and run a paid pilot for its 6-month long diet and behaviour change programme. The Habitual team, which is >70% female, has recently grown to 11 technical, commercial, and medical experts. 

Apart from COVID-19, type 2 diabetes is the most pressing healthcare problem facing modern society. In the UK, one in 10 people over the age of 40 is diagnosed with type 2 diabetes1. Of these, 60%2 will suffer from a complication of the disease, with major risks including amputation, heart attack, and stroke. 

Recent evidence shows that 45-60%3,4 of people with type 2 diabetes can completely reverse the condition through a combination of diet and behavioural change. The reversibility of type 2 diabetes holds the potential to not only change millions of lives across the world, but also to save healthcare systems billions of dollars. These interventions have been delivered on a small scale for research and in NHS pilots, and Habitual is working hard to deliver a scaled digital intervention to the millions of patients that need it. 

About Habitual

Founded by Dr Ian Braithwaite and Napala Pratini in September of 2019, Habitual provides digital prediabetes and type 2 diabetes remission programmes that help patients to reverse disease and live medication-free. By combining evidence-based nutritional strategies with digital therapeutics, Habitual helps patients to make lasting changes to their nutritional, physical and mental health, ultimately helping patients to stop taking medication and achieve remission of type 2 diabetes. 

More information: https://www.tryhabitual.com/ 

Contact: [email protected]


1Diabetes UK

2Scientific American

3The Lancet

4PubMed

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Safiya Marzook

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