Noom took a different approach to weight loss when it launched in 2008. Instead of just counting calories or restricting food groups, the app uses cognitive behavioral therapy (CBT) principles to help users understand why they eat the way they do. The idea is that lasting weight loss comes from changing thought patterns and habits, not just following a diet plan.
The program assigns users a personal coach and places them in a group for peer support. Daily lessons cover topics like emotional eating, portion psychology, and stress management. Users log their meals and weight, and the app categorizes foods using a color system — green, yellow, and orange — based on caloric density rather than labeling anything as off-limits.
Noom has expanded beyond weight management into diabetes prevention (earning CDC recognition for its program), stress and anxiety management, and overall wellness coaching. The company raised over $600 million in venture funding and hit an $8 billion valuation at its peak. It’s faced some criticism about its subscription billing practices, but the core product has helped millions of people rethink their relationship with food and health.
