YOUr Single Step A Day To Health

screenshot_doFor evidence of the global Health 2.0 movement, look no further than Health 2.0’s favorite Finnish startup, currently working mostly out of London with plans for expansion into the US. Meet Nelli Lähteenmäki, the Co-Founder and CEO of Fifth Corner (formerly Health Puzzle), makers of the YOU app.

Like many others, Lähteenmäki and her team are working on the tough nut of behavior change in the form of an app that nudges users towards better health with small, incremental steps. The idea is to bridge intention and action, says Lähteenmäki. The Health 2.0 team had a chance to pilot the YOU app in a six-week challenge this past fall, and rather enjoyed tallying healthful tasks like taking the stairs or eating greens for a chance to beat out colleagues. Of course, the Health 2.0 challenge had an equally big stick to go with the carrot of winning, but that’s neither here nor there.

Since then, Fifth Corner has made some big changes, including shifting from an employer-facing business model to a direct to consumer model. It’s a bold pivot at a time when no one has really succeeded with the direct to consumer model in digital health, but Fifth Corner has some strong votes of confidence with new seed funding from London-based venture firm Wellington Partners, and the addition of celebrity chef and healthy food guru Jamie Oliver to the team.

Have a look below to hear more from Lähteenmäki on Fifth Corner’s partnership with Jamie Oliver, how the team will leverage Oliver beyond marketing, and future plans for growth. You can also get a closer look at the stripped down, direct to consumer YOU app here.

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