Tech Pitch: Nudjed

Health entrepreneurs Warren Fauvel and Neil Atherton share their app which helps "nudje" you to a better lifestyle with scientific nutritional advice...

Company name: Nudjed
Founders: Warren Fauvel (29) Neil Atherton (26)
Background: Scientific research, creative technology
Based in: Cardiff

Very simply, what does your tech start-up do?

  • We turn health into a game by setting you challenges that fit around your life.
  • First, we help you to find a long-term goal, then gather support, and finally begin to make the small changes that add up to ‘healthy’. So you can be as healthy as you want to be.
  • It’s simplest to think of us as ‘the Siri of health advice’.

Tell us why there’s a need – what do you disrupt?

The health market is changing. Obesity is on the rise, nutritional advice is increasingly distorted by marketing. Calorie controlled diets are struggling to attract younger, tech savvy users, who are increasingly using their devices to monitor their health.

But what do you do with all the data you accumulate? You monitor your steps- but how do you increase them? You count calories – but all calories aren’t created equal.

Nudjed steps into this disrupted market, offering clear, scientific health advice in simple steps that fit around your lifestyle. Big data, turned into useful information. All with a pinch of behavioral psychology, so you can keep your focus and stay motivated.

Are you funded?

We bootstrapped on a small convertible note, but we’re expecting to close our seed round before Christmas.

What were you doing before starting?

Fauvel – Prior to Nudjed I worked as creative director at a content marketing agency. I’d joined them following a win at SXSWi and helped secure accounts with Google and Virgin Media. After a work trip to San Francisco, I discovered my creative/tech background ideally suited the ‘lean start-up’ approach.

Atherton – I was looking for a new challenge having studied genetics at Leeds and Cardiff Universities. The chance to apply my research skills and knowledge of biology in a fast-paced tech environment really appealed to the scientist in me.

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What’s the best thing about where you’re based?

We’re based just outside central Cardiff near Caerphilly. This means we’re a 15-minute train ride from at least five major sporting/cultural venues and a 15-minute jog (we are a health company!) from the top of a mountain, with the most incredible views.

Not to mention the coastline, cheap overheads, the plethora of Universities and being just a two hour commute to London.


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