At least one quarter of all premature deaths are due to behavioral and other preventable factors, including modifiable habits such as tobacco/nicotine use, alcoholism and substance use.

Yet high quality and evidence-based behavioural support programs remain out of reach for the majority of people.

1 in 4

deaths are from preventable diseases

1 in 5

people battle an addiction on a daily basis

What Is ‘Digital

(di-gi-tal ther-ah-peu-tics) — noun

Digital therapeutics is the simple idea that digital behavioural change programmes can be as, if not more, effective at preventing and treating chronic disease than pills and potions.

Digital therapeutics is not simply data visualisation. It is about structured behaviour change utilising big data, evidence-based therapies and user-centered design.

Like all medical therapies, digital therapeutics must pass the bar of being clinically validated in rigorously designed and peer-reviewed studies.

Quit Genius

Our first product - a new way to quit smoking. It’s not magic, it’s just really good science.

Quit Genius is the product of more than two years of research working with smokers, scientists, psychologists and doctors. Despite 70% of the 1 billion smokers globally looking to quit, just 3% are successful, due to the lack of access to behavioural support.

See how it works

The Quit Genius journey delivers cognitive behavioural therapy (CBT) in bite-sized steps consisting of animated videos, audio sessions and interactive exercises.

Our trained Quit Smoking Coaches analyse a user’s smoking patterns, sharing personalised tips to help users overcome their triggers.

The feedback loop is completed with gamified challenges, achievements and a vibrant in-app support network.

  • 36%

    Smoking cessation rate
  • 60%

    Fewer cigarettes smoked
  • $155M

    Savings to employers
  • 260K

    Life-years gained


Just a few members of our awesome team.

See the rest
Co-founder / CEO

Yusuf Sherwani, MD

Yusuf holds dual degrees in Medicine and Business Management from the Imperial College School of Medicine and Imperial College Business School respectively. Previously, he exited a social networking startup aged 14 and has co-authored 10 peer-reviewed medical publications. He has also been awarded a Clinical Entrepreneur Fellowship by NHS England and was featured by Forbes on their 30 under 30 2018 list for young innovators, entrepreneurs and leaders.

Co-founder / COO

Maroof Ahmed, MD

Maroof holds a Management BSc from the Imperial College Business School where he graduated as the top performing student, as well as a medical degree from the Imperial College School of Medicine. Previously he founded a successful education startup and worked closely with 3M to develop a worldwide app to complement clinical education. Maroof was featured by Forbes on their 30 under 30 2018 list for young innovators, entrepreneurs and leaders.

Co-founder / CPO

Sarim Siddiqui, MD

Sarim holds degrees in Medicine and Management from Imperial College London. He leads product development and as the co-author of six peer-reviewed academic publications leads the company’s research agenda. Sarim was featured by Forbes on their 30 under 30 2018 list for young innovators, entrepreneurs and leaders.


Lucas Gordon

Lucas has over 7 years of experience as a software developer. He was previously a lead iOS engineer at WeSwap, a fintech startup which has raised over $21 million. He has experience leading an agile product development team and has consulted on iOS design best practices. Lucas has developed over 15 iOS applications and has experience scaling them to a large user base.



Don't just take our word for it. We've picked up a few awards.

  • Apple

    Editor's Choice Award
  • Pitch@Palace 7.0

    People's Choice Award
  • Velocity Health 2.0

    By Merck Sharp & Dohme and Wayra
  • Digital Health.London

    People’s Choice Award


Backed by VCs and individuals who believe that technology will power the future of