We all want to live longer and better. Almost nobody sticks to it.
Wellness is a $6.3 trillion economy and growing. The products are everywhere. The habits still fail, because improving your health means changing what you eat, finding the time, staying consistent and finding motivation, every single day.
$6.3T
Global wellness economy, 2023, heading to $9T by 2028.
Starting is hard
The first step feels big. Most people never take it.
Staying is harder
Day three is easy. Day thirty is where plans die.
Two problems in one
Motivation to start. Retention to keep going. Fix both or fix nothing.
Source: Global Wellness Institute, Global Wellness Economy Monitor 2024.
03 What is happening in the world
People are instrumenting their health faster than ever.
Smart rings · global shipments
Oura alone sold about 3M rings in 2025, more than half of everything it has ever sold.
GLP-1 use · US adults, for weight loss
One in eight American adults is on a GLP-1. Among women it is one in seven.
The gap
Measuring is solved. Changing is not.
Oura, Whoop, Apple Watch, Garmin and GLP-1s tell people exactly what their body is doing. None of them make the next healthy action feel worth doing today. That is the layer missing on top of all of this hardware and pharmacology.
OuraWhoopApple WatchGarminGLP-1
Sources: Omdia smart ring shipment estimates via Wareable and Fitt Insider; Fierce Healthcare on Oura's Series E, 2025; Gallup National Health and Well-Being Index, 2025.
04 The problem, measured
Nobody has cracked behavior change.
Retention · 11 leading longevity apps
Gamifest analysis of public retention data for 11 longevity and habit apps, 2025.
90%
of users churn from longevity apps within 30 days. High intent on day zero, unchanged behavior by day thirty.
Why they fail
They reward you with a chart, a badge or a virtual pet. The reward lives inside the app, so when the novelty fades, the reason to come back fades with it. The behavior never gets anchored to something the person already values.
05 Our solution
We pay people for healthy habits.
Livcoin is a rewards platform. Small healthy actions earn Live Coins. Live Coins buy things people already want. Two mechanisms, one for each half of the problem.
1
Real rewards solve motivation
A discount on running shoes, dice rolls in the game you play every night, a GLP-1 offer, a Sephora voucher. The reward is outside the app, so the reason to start is real.
2
Social competition and achievement solve retention
Friends, leaderboards, streaks, levels and shared wins. People show up for their health when the people around them can see it, and when today's streak is worth protecting.
11 yearsbuilding MAËLYS to $150M+Growth, ops, financeand a healthspan mission
Daniel de Castro
Co-Founder and CEO
Scaled MAËLYS to $150M+ in annual D2C sales. Deep expertise in growth, operations and finance, and a lifelong mission to extend human healthspan.
8 yearsgaming product and monetizationBehavioral psychologydriving users to action
Afik Kaniel
Co-Founder and CPO
Gamification expert from Playtika, PLAYSTUDIOS and amp. Specializes in behavioral psychology and driving users to action.
MD, MPH Harvardinternist at ShebaPreventive medicineand health innovation
Uri Manor
Co-Founder and CSO
MD from Tel Aviv University, MPH from Harvard. Internist at Sheba Medical Center, combining patient-level care with system-level thinking.
Uri's avatar: to be generated with the Kie pipeline once KIE_KEY is available; portrait shown meanwhile.
07 How it works
Do the habit. Earn the coin. Spend it on what you already want.
1
Earn
Water, steps, breathing, sleep, fresh food, supplements. Or sync Strava, Apple Health, Garmin and Fitbit and earn from what you already do.
2
Match
Sunny, the AI coach, knows what you just did. After a run, a protein shake. After a good night's sleep, a game to unwind with.
3
Spend
A full-screen feed of video and playable offers. Earned Live Coins make the reward feel like a prize, not an ad.
08 The market
Four growing categories. Four people who each want something different.
The gamer · gamified health
~$3B21% CAGR
Finch, Habitica, Pokémon Sleep
J
Jim, 55Plays bingo every night. Earns LC walking the dog, spends them on Bingo Blitz credits and Monopoly GO dice.
The classic · habit and nutrition
$8.4B15% CAGR
Noom, BetterMe, MyFitnessPal
D
Dana, 42Wants to lose fifteen pounds. Logs meals and sleep, spends LC on GLP-1 and supplement offers.
The optimized · fitness and performance
$12.1B13% CAGR
Strava, Apple Fitness+, Whoop
A
Alex, 31Runs four times a week. Strava syncs the runs, LC go on protein, running shoes and a Garmin.
Peace of mind · mental wellness
$8.4B14.8% CAGR
Calm, Headspace
M
Maya, 17Breathes, journals and sleeps on time for LC, spends them at Sephora and on Calm.
~$30B in behavior-change apps, 14%+ blended growth, and no single platform connects all four today. Sources: Mordor Intelligence, Grand View Research, Global Market Insights, Fortune Business Insights, 2024.
09 Business model
Free for users. Paid by the people who want them.
$3.30
to acquire a user. Wellness installs cost $1 to $5, far below gaming and e-commerce acquisition costs.
LTV target
LTV figure and the period it is measured over
0%
Apple fees. Affiliate networks, gaming companies and merchants pay us for completed transactions and installs. Nothing is sold in-app.
$2
net revenue retained per payable action, after funding the reward, in our working model.
1 · Wide netLaunch with a broad range of offers through affiliate networks and gaming partners.
2 · LearnPlatform data shows which offers, categories and audiences convert.
3 · FocusDouble down on what works and sign direct partnerships.
4 · Deeper discountsDirect deals mean better rewards than anyone can get elsewhere.
5 · Value loopBetter rewards bring users back, which brings partners, which deepens the deals.
Illustrative scenario: 1M monthly active users × 20% completing one payable action a month × $2 retained = $400K a month, $4.8M a year. At 20M MAU the same assumptions give $96M a year. Working assumptions, not measured results.
10 Competition
Each proved one piece. Nobody connected them.
What they proved
Scale
Earn from any habit
Rewards outside the app
Free for users
Sweatcoin
Steps can become a currency with real offers
8M MAU, ~$10M revenue 2025
Walking only
Yes
Free + premium
Pokémon GO / Sleep
Health actions linked to a game people love
$9B+ lifetime / ~$195M lifetime
Steps, sleep
One franchise
Free + in-app
Finch
Daily self-care habits with a virtual pet
~$30 to 40M ARR
Self-care only
Inside the app
Free + subscription
Livcoin
Every healthy habit, rewarded with what each person already wants
Launching
Yes
Yes, any partner
Yes, brands pay
Sources: Sweatcoin brand platform and Business of Apps; Sensor Tower via Mobilegamer, September 2026; PocketGamer, March 2026; independent app analyst estimates for Finch.
11 Where we are, and the ask
Raising $2M to acquire the audience and prove the loop.
Built
Product nearly ready
Gamifest is live on the App Store with Apple HealthKit. The rewards API and personalization engine are built. The web demo of the full earn-and-spend loop is live at livcoin.ai/demo.
Next
App Store, end of November 2026
Native iOS launch on our existing SwiftUI and HealthKit codebase. Offer feeds integrating now, including FMTC.
Partners
In conversation
Partnership discussions with Playtika and Scopely on the gaming side, and affiliate networks validating commissions and deal flow.
40 LCPlay now ▶
