# Noom

**Type:** Digital health company  
**Domain:** GLP-1 behavioral support, weight management  
**Status:** Active  
**Business Model:** Subscription-based behavioral coaching with physical integration (at-home biomarker testing, microdosed GLP-1)

## Overview

Noom is a digital health company that evolved from behavioral weight management into GLP-1 support with physical device integration. As of April 2026, Noom represents a Tier 4 atoms-to-bits model combining behavioral coaching, prescribing, and at-home biomarker testing.

## Timeline

- **2026-04-XX** — Reached $100M run-rate within 4 months of launching at-home biomarker testing (quarterly) and microdosed GLP-1 program; exemplifies Tier 4 physical integration model

## Market Position

Noom's rapid revenue growth ($100M run-rate in 4 months) positions it alongside Omada Health as a commercial winner in the GLP-1 behavioral support stratification. The company's addition of physical biomarker testing distinguishes it from behavioral-only competitors (WeightWatchers) and access-only telehealth providers.

## Strategic Approach

- At-home biomarker testing (quarterly frequency)
- Microdosed GLP-1 delivery
- Behavioral coaching integration
- Subscription revenue model

## Sources

- Vida synthesis — Sacra market analysis, April 2026