Noom was founded in 2008 after founders Saeju Jeong & Artem Petakov realized that most people had no problem dieting to lose weight, but the problem was keeping it off.
Noom is a website and mobile phone app that offers healthy meal suggestions, a weight loss coach to help clients, and group rooms where clients can connect with like-minded people.
The app refreshes daily with about eight tasks that the app will ask you to complete. Most of the tasks are short articles to read, usually about nutrition, but often about psychological approaches—mindfulness, for instance—that reframe your outlook on dieting, or even life. Others are quick tests that quiz you on the articles.
Noom prides itself on being more than just a “diet”. The plan is also designed to incorporate psychological approaches to help prevent overeating, mindless eating, and/or emotional triggers.
The initial start-up is “free”, but if you should decide that Noom isn’t for you, canceling the plan is difficult. So difficult, in fact, that the Better Business Bureau has issued a warning regarding this problem.
Noom maintains a corporate office in New York, New York.