Leaders in this discipline, such as Richard Thaler and Daniel Kahneman, have provided decades of research to demonstrate how to predict our irrational behaviors. The founders of Wellth use these same principles to establish a new way of forming new habits for healthier living.

We choose to focus on those who are often left behind and struggle the most: people with chronic conditions, people challenged by income insecurity, and people with the most forces pulling them away from forming healthy habits.

We utilize behavioral economics principles of loss aversion, present bias, the intent-behavior gap, and the endowment effect and apply these principles to the experience of our solution for members. The results have proven this approach is more effective.