OVERVIEW

In the multibillion-dollar HealthTech sector, speed to market and consistent product innovation are what separate market leaders and followers. Simple Life, a London-based pioneer in AI-driven health coaching, required a capital lender capable of matching its ambition without stifling its operational freedom.

Simple Life secured a $30 million credit facility from Liquidity in a Series B funding round that saw additional support by actor Kevin Hart’s HeartBeat Ventures. The rapid deployment of flexible, tailored capital fueled the company’s next phase of product advancement and global user expansion.

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THE CHALLENGE: SEIZING THE MARKET MOMENT

Since its founding in 2019, Simple Life has grown an impressive global active user base of over 800,000 people seeking healthier, more balanced lives. The company operates across 27 countries with 180 employees and is part of the Palta group, known for developing other health and wellness apps such as Flo and Zing. 

However, the HealthTech landscape is evolving rapidly, with many contenders emerging to lead the $340 billion global weight management market. To maintain its first-to-market advantage, Simple Life needed to:

1. Accelerate product development: Deepen and expand its AI capabilities for Avo, its AI-powered coach to provide increased hyper-personalised coaching.

2. Scale globally: Expand their reach into new territories at pace.

3. Preserve agility: Access capital without the restrictive covenants or heavy equity dilution that often slows down founder-led innovation.

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The Goal: Transform from a successful startup into a dominant mid-market global player without losing momentum or equity.

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THE SOLUTION: RAPID, FLEXIBLE PRIVATE CREDIT

Liquidity identified Simple Life as a high-potential, innovative mid-market company with strong fundamentals. Recognising that traditional financing often moves too slowly for tech pioneers, Simple Life turned to Liquidity to structure a solution centered on speed and adaptability.

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The deal structure:

• $30 million credit facility: A rapid deployment of capital designed to fuel growth initiatives immediately.

• Strategic alignment: The facility was structured alongside equity partners, including Kevin Hart’s HartBeat Ventures, creating a hybrid capital stack that optimises growth.

• Operational freedom: The terms were designed to give founder Mike Prytkov the flexibility to allocate resources where they are needed most (product R&D and user acquisition), without bureaucratic friction.

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“This funding lets us double down on what works—creating an experience people love and that actually delivers results.” 

– Mike Prytkov, CEO Simple Life

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THE IMPACT: UNLOCKING THE NEXT PHASE OF GROWTH

With Liquidity’s capital support, Simple Life has surged into a stage of hyper-growth with an improved product offering driving an increase in its global user base.

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Key outcomes:

• Rapid product advancement: Simple Life was able to immediately invest in enhancing the algorithms powering Avo, its AI health coach, to improve personalised plans and incorporate gamified features to drive engagement. 

• Enhanced global reach: The investment supports AI-assisted content creation, enabling Simple Life to reach and support more users worldwide, at scale.

• Growth without compromise: Simple Life was given the freedom and flexibility to enhance a vision that connects people everywhere to better health, without compromising on its ambition or diluting ownership.

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CAPITAL THAT THINKS AHEAD

This capital support highlights how Liquidity serves as a catalyst for mid-market innovation.

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Speed of deployment

In a sector where technology changes monthly, waiting months for funding is not an option. Liquidity’s breakthrough decision science streamlines due diligence in underwriting and enhances decision-making, which allowed Simple Life to rapidly seize opportunities for growth and enhancement to stay ahead of the market.

The freedom of flexibility

Liquidity’s founder-first private credit investment strategies mean that capital is structured to support the company’s vision. It offers the financial runway to take calculated risks and pivot strategies without being micromanaged by rigid covenants.

Enabling global scale

Liquidity’s rapid capital deployment enabled Simple Life to expand its global user base by supporting the technological and strategic enhancements to its product offering, driving an improved user experience.

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SCALE GLOBALLY WITH LIQUIDITY

Liquidity propels purpose-driven businesses with tailored, flexible capital designed to scale in step with ambition. Is your business ready to seize its moment?

Scale globally with liquidity

Liquidity invests in visionary growth and mid-market companies around the world, deploying from $10 million to $200 million in flexible, tailored capital designed to accelerate growth.

We partner with founders to unlock ambition. Get in touch to find out more.

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