Wellth

Wellth is a company that leverages behavioral economics principles to help individuals form healthier habits, particularly those with chronic conditions or facing income insecurity. The company's approach is grounded in the understanding that people often make irrational decisions, even when provided with the right information. Wellth's solution is designed to address this irrationality by applying concepts such as loss aversion, present bias, the intent-behavior gap, and the endowment effect to encourage better health outcomes.

The company's methodology is based on decades of research by leaders in behavioral economics, including Richard Thaler and Daniel Kahneman. Wellth's founders have adapted these principles to create a new approach to habit formation for healthier living. Their focus is specifically on individuals who struggle the most with maintaining healthy behaviors, recognizing that traditional methods may not be effective for these populations. By tailoring their solution to account for predictable irrational behaviors, Wellth aims to provide a more effective way to support lasting health improvements.