Digital health and wellness startup, FitHappy secures pre-seed funding from East Ventures

  • Aims to capture Indonesia’s US$2.3 bil digital fitness, wellness market 
  • Funds channeled towards building new features, improving app

Left to Right: Kuncoro Dwi Atmojo, chief technology officer & co-founder of FitHappy; Imam Prabowo Karnohartomo, chief executive officer & co-founder of FitHappy

Indonesian-based FitHappy announced that it has secured an undisclosed amount of pre-seed funding from East Ventures, with participation from other investors.

In a statement, the healthtech startup said it will allocate the new funding to improve its app to further emphasise habit-building as a core feature, improve holistic health analytics, grow the FitHappy store, and find the right product-market fit. 

The firm said it also aims to forge partnerships with various stakeholders, brands, and communities with the larger goal of helping people change their lives for the better.

Imam Prabowo Karnohartomo, chief ex​​ecutive officer & co-founder of FitHappy said the startup is glad to receive this investment from East Ventures. 

“The funds will serve as a strong support as we work to create holistic development programmes to best help people be fit and happy,” he added.

FitHappy notes that in Indonesia, unhealthy diet and habits threaten the overall health and productivity of its population, with one out of five adults being overweight or obese, and over 60 million suffering from hypertension and/or diabetes. 

It said obesity increases the risk of diabetes and hypertension, which are the two strong predictors of more chronic and lethal illnesses. 

Therefore to prevent and manage hypertension, diabetes, and obesity, the work begins with lifestyle changes, such as getting to an ideal weight and maintaining a healthy lifestyle, it added.

Karnohartomo said “This is where FitHappy comes in as we aim to help Indonesians achieve a better quality of life through a new approach to wellness.”

“Our app provides an integrated digital health and wellness solution to elevate the productivity and quality of life for all Indonesians by seeding habits and happiness,” he added.

FitHappy focuses on building habits for long-term healthy lifestyle adoption, integrating diet, exercise, and mindfulness programs into one mobile application. The startup’s methodology also improves work-life harmony because empowering employees with healthy habits results in reduced absenteeism and improved overall productivity.

Kuncoro Dwi Atmojo, chief technology officer & co-founder of FitHappy said the most important thing is that users enjoy the journey. 

“The FitHappy method does not require users to count calories or stick to a rigid meal plan, but helps users to stick with habit & lifestyle changes step by step,” he added. 

The  founders said FitHappy strives to capture the digital fitness and well-being market in Indonesia, which are projected to reach US$2.23 billion (RM10.5 billion) by 2027, by providing personalised wellness service at affordable cost and driving people to buy healthy F&B products in the FitHappy store. 

The startup claimed that its application has been downloaded by thousands of users, with 90% weight and fat loss success rate and 97% consultation retention rate.

“We believe that FitHappy’s approach to health and wellness will do good for Indonesian society, and in turn drive overall productivity,” Devina Halim, Principal at East Ventures said.

“We are happy to welcome FitHappy as part of East Ventures’ portfolio ecosystem and look forward to seeing how the FitHappy team will find the right product-market fit and deliver their solutions for improved health and quality of life,” she added. 

The FitHappy team consists of experts in clinical nutrition, neurology, neuroscience, endocrine, forensic, behavioral psychology, and sports science, led by Imam Prabowo Karnohartomo, CEO & co-Founder, and Kuncoro Dwi Atmojo, CTO & co-Founder. Imam is a tech entrepreneur with ten years of experience in health tech, consulting, and risk management whilst Kuncoro has ten years of experience in tech working in Silicon Valley as a software engineer.


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