Gamification Project #2

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Behavior Change Tech Products Part 1

This research has identified the top 10 Behavior Change tech products ranked by monthly active users, which are Calm, Headspace, Elevate, Forest, Fabulous, Reflectly, Aura, Insight Timer, Simple Habit Meditation, and Flora. The information has been entered on the attached spreadsheet.


  • Calm ranks best among the top Behavior Change tech products with 1.7 million monthly active users.
  • Headspace is second best in the category with 1.5 million monthly active users.
  • Elevate comes third with 600,000 monthly active users.
  • Forest comes fourth in line with 570,000 monthly active users.
  • At fifth spot is Fabulous with 400,000 monthly active users.
  • Reflectly is at the 6th spot with 210,000 monthly active users.
  • Aura with 200,000 monthly active users is at 7th spot.
  • Insight Timer stands at 8th in top 10 Behavior Change tech products with 200,000 monthly active users.
  • Capturing 9th place is Simple Habit Meditation with 120,000 monthly active users.
  • At 10th rank is Flora with 80,000 monthly active users.

Research STRATEGY:

Our first strategy was to search for a publicly available list from medical research and compiled databases and articles such as Sciencedirect, Science open,, and Pubmed. After an extensive search, we could not find any lists that would define the top behavior change tech products. The articles we found addressed the topic from various aspects such as definitions in different environments, the challenges faced by health professionals attempting to influence change, and some advisory comments to simplify the process for both the health professional and the individual. One of the solutions provided is technological assistance, but there were no lists of behavior change tech products.

We extended this strategy to search through tech media articles and databases for a publicly available list of behavior change tech products on sites such as CNET, The Verge, Computer World, and TechNewsWorld. We sought to identify a list that would assist us in building the top behavior change tech products. Unfortunately, this information was not readily available in these sources. What we found in one of the sources was a testimonial of someone who was able to make a change, and how apps played a key role in his transformation. Besides such information, there were no lists available for the apps that one can use for behavior change to occur.

Our next strategy was to search through various app databases for the top 10 Behavior Change tech products. These are SimilarWeb, Appshopper, Getapp, and Sensor Tower. We searched these sources for any recurring data such as monthly active users. We searched thoroughly, but could not get the information in the first three above. Sensor Tower gives us a metrics of total monthly downloads, which we have used as a proxy to "monthly active users." The data for some are provided separately for iPhone and Android. For products in both platforms, we performed the following calculations.

Since sensor tower provide data separately for iPhone and Android, for products in both platform we performed following calculations:

Calm : MAU on iPhone + MAU on android = 1,000,000 + 700,000 = 1.7 Million
HeadSPace : MAU on iPhone + MAU on android = 800,00 + 700,000 = 1.5 Million
Elevate : MAU on iPhone + MAU on android = 300,00 + 300,000 = 600,000
Forest : MAU on iPhone + MAU on android = 70,00 + 500,000 = 570,000
Fabulous : MAU on iPhone + MAU on android = 200,00 + 200,000 = 400,000
Reflectly : MAU on iPhone + MAU on android = 200,00 + 10,000 = 210,000
Insight Timer : MAU on iPhone + MAU on android = 100,00 + 100,000 = 200,000
Simple Habit Meditation : MAU on iPhone + MAU on android = 90,00 + 30,000 = 120,000

Please note that we acknowledge that some users uninstall and install an application several times, and some who download a program never use it, so monthly downloads are not as accurate as monthly users would be; however, in lieu of more specific information that is paywalled, this is the closest proxy we were able to find.
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Behavior Change Tech Products Part 2

Detailed research reveals that Calm has a total of 40 million downloads and total funding of $116 million, while Headspace has a total of 15.8 million downloads. Headspace has funding of $75.2 million.


An analysis of surveyed behavioral change products, Calm has the highest total downloads/number of users at 40 million, followed by Elevate Brain Training with 20 million downloads. Simple Habit Meditation has the lowest download count at 500,000 while Aura: Calm Anxiety & Sleep does not reveal its download count. Additional details on the surveyed behavioral change products are accessible through the attached spreadsheet.

1. Name of product: Calm

  • Audience Size (Total Downloads/Users): 40 million downloads.
  • Total Investment (Funding): $116,000,000.
  • Customer Ratings: 5.0/5 on App Store and 4.5/5 on Google play.

2. Name of product: Headspace

  • Audience Size (Total Downloads/Users): 15,800,000 downloads.
  • Total Investment (Funding): $75,200,000.
  • Customer Ratings: 4.9/5 on App Store and 4.5/5 on Google play.

3. Name of product: Elevate Brain Training

  • Audience Size (Total Downloads/Users): 20,000,000 downloads.
  • Total Investment (Funding): $7,700,000.
  • Customer Ratings: 4.8/5 on App Store and 4.5/5 on Google play.

4. Name of product: Forest Stay focused

  • Audience Size (Total Downloads/Users): >2,000,000 users.
  • Total Investment (Funding): $660,000.
  • Customer Ratings: 4.6/5 on App Store and 4.5/5 on Google play.

5. Name of product: Fabulous

6. Name of product: Reflectly

7. Name of product: Aura: Calm Anxiety & Sleep

  • Audience Size (Total Downloads/Users): NA.
  • Total Investment (Funding): $2,700,000.
  • Customer Ratings: 4.7/5 on App Store and 4.5/5 on Google play.

8. Name of product: Insight Timer

Audience Size (Total Downloads/Users): 7 million.
Total Investment (Funding): NA [Behind a payment wall].
Customer Ratings: 4.9/5 on App Store and 4.6/5 on Google play.

9. Name of product: Simple Habit Meditation

Audience Size (Total Downloads/Users): >500,000.
Total Investment (Funding): $12.5 million.
Customer Ratings: 4.8/5 on App Store and 4.7/5 on Google play.

10. Name of product: Flora

Audience Size (Total Downloads/Users): >1 million.
Total Investment (Funding): $125,000.
Customer Ratings: 4.6/5 on App Store and Google play rating: NA


In order to gain insight into the details of top identified behavior change tech products, our research team scoured through news publications such as CNBC, industry analysis, surveys among other media publications. We searched for already compiled reports detailing the audience size (i.e., total downloads/users), total investment (funding amount), and customer ratings (from Google and Apple stores). Unfortunately, there was no precompiled report detailing the requires information. We assumed such broad research is yet to be made public.

Secondly, we searched for granular pieces of information such as the total number of downloads or user base to build the required case studies. We unearthed the total number of Calm downloads from a CNBC web publication, We also researched through the individual websites of identified products and obtained the total number of downloads (audience size) of Insight Timer from a 2019 Insight web publication. However, most products such as Relectly, Fabulous among other behavior change tech product failed to disclose their download counts or Invested amounts on their web sites or other media releases.

Thirdly, we searched though credible comparative analysis databases such as CrunchBase for the total funding (investment) amounts and gained insights into the funding amounts of Reflectly, Flora (Focus Habit Tracker) among other behavior product providers. CrunchBase also gave insights into the download counts of some products. Throughout the research process above, we failed to unearth the audience (or download count) for Flora (a focus habit tracker). We also were unable to uncover details on Fabulous' invested amount as it behind a paid wall. There was also no Google play rating for Flora. We have updated on relevant findings as stated in the overview above.


From Part 01
From Part 02