HelioCoach
Your supplement habit, coached.
Hey IH 👋
We've been researching a weird problem: the supplement industry is $50B+ in the US, yet compliance rates hover around 50-60%. Half of every bottle people buy is basically wasted.
What I found
After analyzing 20+ competing apps and thousands of Reddit comments:
What's broken:
Some apps limits free users to 2 meds, then paywalls. Users feel "betrayed"
Notifications are either too aggressive or unreliable
Gamification that "feels childish" with "rewards not valuable enough"
What actually works:
Duolingo's 7-day streak users are 3.6x more likely to stay long-term
Dosecast has a dated UI but retains users because "reminders just work"
The insight: Reliability beats design. Every time.
What we're building
HelioCoach, a supplement compliance app for busy professionals. Core bets:
Reminders that actually work (sounds basic, most apps fail here)
Behavioral design without childish gamification
Engagement features never paywalled
Currently in development, beta coming soon.
The ask
Supplement takers: What's broken about your current system?
Health app builders: Hard-won lessons about building trust?
Not pitching, just learning. Happy to share our research if useful.
Building in public at @HelioCoach
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