Noom began as a new idea in the busy health app market, but it found its own way by focusing on how people truly change habits. Since its start in 2009, it has become a popular choice for those fed up with quick-fix diets that don’t last.
Artem Petakov and Saeju Jeong kicked things off in New York City with a simple goal: blend tech and health to make real, lasting improvements in people’s lives. Petakov, who co-created Google Wave at Google and studied computer science at Cornell, teamed up with Jeong, who brought business savvy from his time running a successful company in South Korea. They bootstrapped the venture at first, pouring their own time and money into experiments like a smart bike and basic calorie trackers. Those early attempts flopped on scale, but they taught the duo a key lesson: pure tracking wasn’t enough. People needed something deeper, rooted in mindset shifts.
By 2011, outside investors joined, giving Noom the space to change direction. Jeong often says they were “customer obsessed,” trying out ideas over and over until they worked. Beta testing for mobile apps started around 2014, and by 2016, after releases on iOS and Android, they sharpened their focus on psychology. It took almost ten years of trial and error to get their approach right.
Noom stands out because it focuses on behavioral science instead of strict rules. Instead of counting every calorie like a math problem, it offers short daily lessons, quizzes, and coaching to help change how people think. Users log their meals using a simple color-coded system: green for healthy foods, yellow for moderate choices, and red for treats. This feels more like helpful guidance than guilt. The app also provides one-on-one support from real coaches trained in cognitive behavioral techniques.
This approach is based on proven psychology, helping users recognize emotional triggers that lead to overeating or missed workouts. It’s not about being perfect but making small, lasting improvements. Research supports this. Noom’s diabetes prevention program was recognized by the Centers for Disease Control in 2020 through the National DPP registry, the first mobile app to earn that honor. By treating health as a skill you develop, Noom turns frustration into progress, keeping millions engaged year after year.
Growth Through Innovation and Recognition
Noom’s big break came around 2017 when its subscription model took off, blending app access with personalized plans. Revenue climbed quickly, reaching $400 million in annual recurring revenue by 2021, fueled by a $540 million funding round that year, which cemented unicorn status with a valuation over $1 billion. Jeong’s leadership earned him the EY Entrepreneur of the Year award in New York in 2020, highlighting Noom’s disruption of the $450 billion wellness industry.
The company grew thoughtfully, adding programs for stress, anxiety, high blood pressure, and sleep alongside weight management. By late 2023 and into 2024, they launched Noom Med, a full telehealth service that includes GLP-1 medications used for weight loss, turning Noom into a complete health hub. Next up is global expansion, with plans to adapt offerings for different cultures after careful market research. Today, with millions of users and over $650 million in funding by 2025, Noom shows that technology can create real change when it pays attention to human nature.
Leadership
Saeju Jeong’s story adds heart to Noom’s rise. Raised in South Korea, he built a multimillion-dollar business there before moving to the U.S. to have a greater impact. As CEO, he pushes a “test-fail-learn” mindset, crediting early stumbles for today’s success. Artem Petakov, the CTO, handles the tech side, ensuring the app stays intuitive and data-smart.
Their partnership feels genuine, no flashy egos, just steady commitment. Saeju Jeong often shares how his own health struggles inspired the mission, making Noom feel personal. Employees give the culture solid marks, with Glassdoor ratings around 4.0 out of 5 as of 2025, though coaching roles experience higher turnover due to burnout. It’s this human core that keeps the company grounded as it scales.
Challenges and Real-User Impact
Noom has faced challenges. Some critics mention the subscription cost, about $60 a month, and early complaints about slow coach responses, which peaked around 2021 during class-action lawsuits over auto-billing. But feedback helped turn these issues around. After 2022, updates using AI triage sped up responses while keeping the personal touch.
Real stories stand out. Some users have lost 50 pounds and kept it off for years, crediting Noom’s mindset tools for breaking the yo-yo dieting cycle. One tester shared monthly updates, showing steady progress without feeling deprived. For many, Noom changes the dieting story by showing that real change comes from understanding yourself, not just willpower.
Looking Ahead to Broader Health Solutions
Noom’s future looks bold. They’re eyeing chronic conditions like diabetes and heart issues, using data to personalize even more. Global expansion means localized content that respects how food and habits vary worldwide. Partnerships with health pros and insurers could make it accessible to everyone.
In a world full of fad apps, Noom stands out by focusing on psychology instead of gimmicks. It has helped millions rethink health, one small step at a time. If you’re tired of diets that don’t last, Noom offers a smarter path forward, based on science and delivered with care.
