Bengaluru startup Hooly is constructing an AI health coach that understands motivation

Final 12 months, when Varun Francis and Pavan Gowda began constructing Hooly—whose title attracts inspiration from the American sitcom Silicon Valley—their preliminary plan was to create an AI agent for buyer help and high quality assurance. However the concept didn’t take root, and the founders quickly realised they wanted to rethink their method. 

“We weren’t regarding the issues we had been choosing up, and in some unspecified time in the future, we had been making an attempt to validate an answer somewhat than remedy an actual downside,” says Gowda. “Merely put, as a substitute of discovering an issue to unravel, we had been making an attempt to suit our resolution to issues.” 

Though the startup had begun producing some income, Francis describes it as a “false constructive”. In October, the Bengaluru-based startup pivoted to a brand new route; it’s now constructing an AI-powered health accountability coach aimed toward individuals who wrestle with motivation. 

“Hooly understands who you might be as an individual: your targets, how busy your schedule is, and your present bodily situation. Primarily based on this, it formulates what sort of train it’s good to do to succeed in your well being aim,” says Francis. 

The healthtech startup is focusing on customers between the ages of 35 and 50. It already has 70 customers throughout India, the US, the UAE, and Italy. For now, Francis and Gowda are the corporate’s solely workers. 

A well being coach that understands motivation

In keeping with a 2024 report, just one in 10 Indians workout routines on any given day. Traditionally, Indians haven’t prioritised structured health in the best way folks in Western international locations have. Hooly is constructed with this actuality in thoughts. 

Francis explains that whereas India could not have a robust health club tradition, it has all the time had a deep-rooted give attention to well being by means of practices like yoga and vitamin. However the nation’s variety makes it very tough to use a one-size-fits-all method to health or weight-reduction plan, particularly when in comparison with comparatively homogeneous markets like North America. 

“Only a few folks have tried to unravel this downside for the Indian subcontinent whereas conserving its variety in thoughts. That’s the place personalisation, enabled with AI, is available in. 

“A forty five-year-old man with a knee damage could have very completely different well being targets from somebody of their 20s. With Hooly, we need to be that personalised well being coach,” says Francis. 

Gowda approaches the problem with optimism. “India goes to meet up with the remainder of the world quickly. We underestimate how massive this market will grow to be over the following decade. Whereas it’s difficult proper now, I consider issues will enormously enhance over the following 10 years,” he says. 

At its core, Hooly is designed to maintain customers accountable in sensible, empathetic methods. If a person misses a exercise on account of a gathering, Hooly’s AI would possibly advocate a 15-minute mobility exercise. If somebody is craving a snack, it suggests choices that received’t derail their targets. For girls nearing their durations, it suggests appropriate dietary supplements and affords options to handle PMS-related cravings. 

Certainly one of Hooly’s simplest motivation instruments is its nudging function, which, the founders say, has been extensively welcomed by customers. 

“A variety of our customers come again and say, ‘Hey, you haven’t nudged me shortly’,” Francis says. “Folks desire light nudges over a bot texting their each day plan. Our AI coach must be proactive; in any other case, it turns into simply one other health app.” 

Standing out in a crowded health ecosystem

Whereas health adoption throughout India could also be uneven, metropolitan cities are exhibiting larger consciousness. 

Morning runs, crowded gyms, older adults on each day walks, and widespread use of well being and health apps are actually frequent sights. In an ecosystem full of wellness platforms, the apparent query is: how is Hooly any completely different, and why is it wanted? 

Francis says the reply lies in how the product is architected. 

“Our structure permits us to be proactive in a approach most apps are usually not in a position to. Should you consider behavior formation as a loop of set off motion, and suggestions, most apps function within the suggestions stage. You do one thing, and it tells you ways properly you probably did. We come within the set off and motion levels of the cycle.” 

He provides that when customers inform Hooly that they’re unable to finish a sure train, the AI has been in a position to change their minds 30% of the time, usually by suggesting an easier or extra lifelike different.  

One other key differentiator is entry. Hooly operates on WhatsApp, eradicating the friction of downloading yet one more app. 

The founders have additionally consciously designed the product to keep away from data overload. 

“LLMs like ChatGPT are likely to reply queries with lengthy explanations. However typically, customers don’t need to be taught; they only desire a fast reply. We preserve our responses to 1 or two traces on the most,” says Francis. 

On the know-how aspect, Hooly makes use of OpenAI’s GPT fashions for conversational responses, whereas extra analytical outputs (reminiscent of weekly efficiency suggestions) are powered by Anthropic’s Claude Opus 4.6. It makes use of ElevenLabs for voice check-ins.

Customers are likely to share quite a lot of private data with the AI. This brings up the problems of information privateness and safety. 

The founders say that whereas the startup remains to be in its MVP stage, information privateness and end-to-end encryption are a part of the roadmap. 

“I’ll be sincere. Knowledge privateness at scale isn’ t our largest concern for the time being, given the place we’re. However we’ve got already began fascinated by learn how to make the product extra personal and encrypted as we develop,” says Francis. 

Initially, Hooly was priced at Rs 2,727 ($30) per 30 days, primarily for early customers within the US. Since then, the healthtech startup has experimented with month-to-month pricing between Rs 600 and Rs 2,400. At present, the product is priced at Rs 999 per 30 days. 

“A few of our energy customers are nonetheless completely satisfied to pay the older $30 value. However at scale, and particularly for India, that pricing was too costly. At Rs 999 and even at $30, we’re far cheaper in comparison with a private coach or an internet coach with the added advantages of personalisation and 24X7 availability,” says Gowda. 

Funding and the highway forward

Forward of its pivot in 2025, Hooly raised Rs 10 lakh from  family and friends. The startup is now making ready to lift $500,000 in a pre-seed spherical to gas its subsequent section of development. 

“The thought is to make use of the funding to double down on our go-to-market technique and get to 10,000 energetic customers,” Francis says. 

Hooly competes with different Bengaluru-based startups like SuperLiving and HealthifyMe. Francis says Hooly’s capability for personalisation separates it  from others. 

“Customers don’t must obtain one other app to speak to Hooly. It additionally is much extra conversational and proactive in each coaching and vitamin,” he says. 

Whereas many client healthtech startups select to construct and scale from the US or different high-demand markets, Francis and Gowda have determined to stay headquartered in India. 

“That’s a query we ask ourselves on a regular basis,” Francis says. “Hand to coronary heart, I actually love Bengaluru. The US market could be very crowded, and most gamers are targeted on youthful customers, and never the marginally older phase we’re constructing for. From a  enterprise standpoint, there’s a white area we will seize in India—and on a private stage, I genuinely like being right here.”