Nori

What do they actually do

Nori is a consumer app that connects your health data from wearables (e.g., Apple Health, Oura, Whoop, Garmin), workouts, and clinical sources like labs/MyChart into one place. It translates those numbers into simple, day‑to‑day guidance such as whether to rest or train and how to adjust habits, with progress tracking built in (Nori site, YC profile).

The focus today is on weight loss, energy, and recovery, pairing data aggregation with a personal health coach experience. The product is wearable‑first and iOS‑focused, with readiness for workouts a named core use case (Nori site, YC profile, About).

Who are their target customer(s)

• Wearable-first performance/recovery seekers: They have lots of sensor data but no single way to turn it into a daily plan, so they guess or overtrain; they want a clear readiness answer for training and recovery (Nori site, YC profile).
• People actively trying to lose weight using multiple apps: They bounce between food logs, workouts, and trackers and get fragmented, generic advice that’s hard to follow consistently; they want one system that merges these data sources into actionable guidance (YC profile, Nori site).
• Busy professionals with limited time (founders, long‑hours knowledge workers): Managing health across spreadsheets and multiple apps becomes extra work; they want one place for data and clear next steps without manual effort (About).
• People recovering from illness, injury, or heavy training: They see many signals (sleep, HRV, workouts) but lack personalized day‑to‑day adjustments, which can delay recovery or cause setbacks (YC profile, Nori site).
• Patients who want labs/MyChart to inform daily habits: Lab results and medical portals sit apart from wearables and workouts, so they can’t see how bloodwork or meds affect sleep, energy, or weight; they want labs merged with daily data and guidance (Nori site).

How would they acquire their first 10, 50, and 100 customers

• First 10: Founder‑led beta with white‑glove onboarding: personally recruit heavy wearable users via networks/YC/investors, connect Apple Health/Oura/Whoop/Garmin and labs, and run weekly check‑ins to capture feedback and drive early retention (Nori site, YC profile).
• First 50: Community seeding and coach partnerships: targeted outreach in Oura/Whoop/Strava/Apple Watch/Garmin communities, plus 3–5 independent coaches or therapists who onboard their clients in exchange for a team account or rev‑share; publish how‑to content around “Am I ready for a workout today?” with before/after examples (Nori site).
• First 100: Layer a two‑tier referral program (user + coach), expand SEO/content for weight‑loss/recovery queries, run small paid search/social to wearable audiences, and start 1–2 paid pilots with PT clinics or employer wellness programs; use templated walkthroughs and in‑app checklists to scale onboarding without heavy founder time (Nori site, YC profile).

What is the rough total addressable market

Top-down context:

The clearest direct TAM is digital health coaching: ~$11.0B globally in 2024, with forecasts roughly doubling by 2030 (Grand View). Related segments include exercise & weight‑loss apps (~$0.98B in 2024) and the broader U.S. weight‑loss industry (~$90B in 2023), though most of the latter is drugs/clinics outside Nori’s initial scope (apps report, MarketResearch blog).

Bottom-up calculation:

Illustrative SAM for North America: target a subset of motivated iOS wearable owners (a fraction of the tens of millions of annual smartwatch shipments; Apple Watch alone sold ~39.8M units in 2024) and price at ~$15/month. If 5–10M users are serviceable in the near term, annual revenue TAM would be roughly $0.9–$1.8B (Apple stats, IDC wearables).

Assumptions:

• Consumer pricing averages ~$15/month net to Nori.
• Serviceable base of 5–10M motivated wearable users in North America from a larger installed base of smartwatch owners.
• Calculation focuses on consumer subscriptions and excludes potential employer/health plan revenues.

Who are some of their notable competitors

• WHOOP: Wearable with recovery/training guidance and a clear readiness score; now supports lab uploads, overlapping with the “single readiness answer” use case (WHOOP labs upload).
• InsideTracker: Lab‑first personalization that integrates biomarkers with recommendations and some wearable data for performance, weight, and recovery—overlapping Nori’s labs + wearables coaching angle (overview).
• Heads Up Health: Consumer dashboard that aggregates labs, EHR/portal data, and wearables into one analytics view—direct overlap on “one place for all your health data” (Heads Up).
• Reframe (Reframe Ultra): App marketed as combining comprehensive lab work, continuous biometrics, and expert coaching—feature overlap with Nori’s “all data + coach” positioning (App Store).
• Validic: Enterprise data connectivity for hundreds of wearables/medical devices into EHRs and apps; relevant as an integration partner or infrastructure competitor for enterprise use cases (Validic).