Holly Health Pitch Deck (2020): 23-Slide Seed Deck

Holly Health’s seed deck is a masterclass in balancing clinical credibility with consumer-friendly branding. Seeking £1.2 million to scale their AI coaching app, the company addresses the £50 billion annual cost of chronic disease in the UK. The deck highlights impressive early traction, including over 12,000 downloads and a 6-month retention rate of 13%, which they claim is significantly higher than market benchmarks. By positioning themselves as a low-cost (£1 per person/month for B2B) alternative to expensive, non-scalable human coaching, Holly Health targets a massive 'unhealthy' populati…

Key takeaways

• The company identifies a massive gap in the 'health continuum' between fitness apps like Peloton and clinical solutions like Livongo (Slide 5).
• Holly Health reports a 6-month retention rate of 13%, which is noted as very high for a fully digital service (Slide 11).
• The business model focuses on B2B2C licensing, offering services from just £1 per person per month to healthcare providers (Slide 14).
• Traction includes 3 live NHS pilots with plans to scale to 20 by summer 2022 (Slide 14).
• The team is highly specialized, featuring a CEO with two startup exits and a CPO with a PhD in Neuroscience (Slide 7).
• Revenue targets are aggressive, aiming to grow from £300k in 2022 to £14 million ARR by 2025 (Slide 15).
• The funding ask of £1.2 million is supplemented by a £440,000 non-dilutive government grant (Slide 16).
• The product is ORCHA accredited, providing a critical medical validation for digital health tools (Slide 4).

Frequently asked questions

What is Holly Health's primary target market?

Holly Health targets the 65% of the population classified as 'unhealthy' by government guidelines but not yet hospitalized. They focus on individuals struggling with weight management, stress, and problematic eating behaviors who lack personalized support. Geographically, they started in the UK and planned expansion into the USA in 2022, with a total addressable international market estimated at £30 billion.

How does Holly Health differentiate itself from competitors like Noom or Headspace?

The deck uses a 2x2 matrix to position Holly Health as both 'highly scalable' and providing 'personalized adaptive coaching.' Unlike human-led services (Talkspace) which are not scalable, or program-based apps (MyFitnessPal) which lack personalization, Holly Health uses an AI 'recommender system' to provide daily, low-cost coaching (£24/year vs. higher monthly costs for competitors).

What are the key engagement metrics for the app?

As of January 2022, the app had over 12,000 downloads and 2,000 Monthly Active Users (MAU). Key engagement ratios include a DAU/MAU of 32% and an average of 5 app opens per Daily Active User. They also report a 30-day retention rate of 40% after onboarding is completed.

What is the clinical evidence for the product's effectiveness?

The deck cites 8-week outcomes from survey respondents, showing a 35% improvement in problematic eating behaviors and a 10% improvement in self-confidence. They also highlight that 40% of their users have pre-existing medical conditions, suggesting the app is effective for higher-risk populations, supported by their ORCHA accreditation.

How will the £1.2 million seed investment be spent?

The majority of the funds (54%) are allocated to the team, with the goal of expanding to 18 employees across product, sales, and operations. Other allocations include marketing (15.7%), external development (4.6%), and cost of service (5.3%). The primary objective is to achieve >£1.6M ARR and develop clinical outcome evidence in primary care.

Holly Health pitch deck: the facts

Company

Holly Health

Year

2020

Stage

Seed

Slides

23

Sector

Digital Health / AI Coaching

Deck type

Investment Pitch

Outcome

Raised $1,400,000

Headquarters

London, UK

Holly Health pitch deck PDF

The full Holly Health deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the Holly Health pitch deck was used for

This is Holly Health’s 23‑slide **seed‑stage (circa 2020)** pitch deck for its AI‑powered digital health coaching platform addressing chronic disease and lifestyle‑driven conditions. The deck positions Holly Health as a preventative care solution using behavioural science and AI coaching to improve weight management, stress, and problematic eating behaviours at low per‑person cost. It frames a UK‑first launch with plans to scale internationally via B2B2C partnerships (e.g., NHS, employers, charities) and was used to raise a seed round in 2020/2021 in parallel with non‑dilutive UK grant funding.

Business model: Personalised digital health coaching platform delivering AI-driven behavioural interventions for physical and mental health; sold via B2B and B2B2C channels to NHS primary care, integrated care systems and partners such as Age UK, with subscription pricing for individuals.

Round

Seed

Year

2020

Investors

Kima Ventures, Very Serious Ventures, Women Angels of the North angel syndicate, NorthInvest, Modality Partnership, Innovation SuperNetwork, UK Research and Innovation (Innovate UK)

Founders

Grace Gimson

Headquarters

London, United Kingdom.

Industry

Digital health / AI-powered preventative health coaching.

Raising: Contemporaneous analysis indicates the 2020/2021 seed deck was used to seek approximately £1.2m in seed funding alongside several hundred thousand pounds of non‑dilutive grant funding.

Raised: The specific amount raised with this exact 2020 seed deck is not disclosed publicly; later reporting indicates Holly Health ultimately raised at least £1.4m by 2022 and £1.5m by early 2023 through a combination of private investors and Innovate UK grants.

Total funding: At least £2.7 million in combined equity investment and grants as of mid‑2026, including £1.4m raised by 2022, a further £650k round announced in December 2023 (with £323k from Innovate UK), and earlier funding bringing total investment and grants above £2.7m.

Use of funds as presented: Funds were aimed at scaling Holly Health’s AI‑driven preventative coaching app, expanding product capabilities for multimorbidity and chronic conditions, and growing partnerships with NHS primary care and ageing‑focused organisations.

What happened after the Holly Health deck

Following its 2020/2021 seed deck, Holly Health has continued to raise capital through a mix of private investment and Innovate UK grants, expanded partnerships with NHS primary care and organisations like Age UK, and grown its AI‑powered preventative health coaching platform to support tens of thousands of patients.

• Launched its personalised digital health coaching app covering weight management, stress reduction and long‑term health
• Raised at least £1.4m by 2022, including a £540,000 award from UK Research and Innovation’s Healthy Ageing Challenge.
• Reached £1.5m total investment with additional backing from angel syndicates such as Women Angels of the North and North
• Announced a £650k investment and grant funding round in December 2023, including £323k from Innovate UK’s Future Economy
• Reported more than £2.7m in combined investment and grants raised, supporting over 70,000 patients with an AI‑driven, be

What the Holly Health deck got right

• Strong problem framing with clear economic stakes. The deck ties a **macro‑scale problem**—£50bn annual UK chronic disease costs and significant avoidable sick days—to Holly Health’s preventative coaching approach, making the economic rationale for payers very explicit.
• Compelling value proposition and cost focus. Slides position Holly Health as a **digital coach across weight, stress and problematic eating** with claims of effective outcomes from as little as £1 per person per month, creating a compelling value narrative for health systems and employers.
• Credible multidisciplinary team and advisory board. The team slide showcases an **experienced, cross‑functional founding team and advisors**, including a CEO with scale‑up and marketplace experience, a neuroscience‑trained product leader, a psychological medicine PhD, and NHS‑connected clinical advisors, which is persuasive in a regulated sector.
• Clear positioning among digital health comparables. By mapping Holly Health against well‑known consumer apps and digital therapeutics (e.g., MyFitnessPal, Headspace, Oura, therapy platforms), the deck clarifies differentiation as a **comprehensive, preventative, AI‑driven coach** rather than a point solution.
• Evidence‑informed behavioural science story. The narrative emphasises **behavioural science foundations** (psychology, behaviour change expertise) combined with AI coaching, aligning with later descriptions of the platform’s use of ACT, CBT and data‑driven interventions.
• Realistic B2B2C and healthcare‑aligned go‑to‑market. The deck’s B2B2C focus, including GP referral pathways and NHS/clinical advisor involvement, anticipates later real‑world partnerships with primary care networks and Age UK, reinforcing that the go‑to‑market strategy was realistic.

What could have been stronger

• Limited early traction evidence despite large market sizing. The deck cites macro figures like a £50bn annual UK chronic disease cost and a £30bn international opportunity but provides little quantified traction (e.g., user numbers, retention, revenue, or clinical outcomes) for Holly Health at the time of the seed, making it harder for investors to assess execution risk from the slides alone.
• Blurry distinction between core team and advisory bench. Although the deck emphasises experienced operators and advisors, the OCR‑visible slides do not clearly distinguish full‑time core leadership from part‑time advisors or contractors, which may lead investors to question team focus and organisational depth.
• Broad problem framing may dilute the initial go‑to‑market focus. The product positioning slide lists a wide range of use cases (weight, stress, problematic eating, broader chronic conditions) and compares Holly Health to many different apps and services, creating a risk that the core wedge and initial ICP (ideal customer profile) are not sharply defined.
• Outcome and cost‑effectiveness claims lack visible evidence in‑deck. Claims such as “effective health outcomes from just £1 per person per month” are compelling but, in the visible slides, do not appear to be backed by cohort data, RCTs, or published studies, which evidence‑driven health investors typically expect, especially for NHS‑linked solutions.

How an investor would read this deck

What draws attention

• The deck connects a **large, well‑documented cost of chronic disease in the UK** (cited as £50bn annually) to an AI‑driven preventative coaching solution, aligning strongly with health‑system cost‑saving narratives.
• Holly Health positions itself as a **low‑cost per‑member‑per‑month digital coach** (as low as £1 pmpm in the slides) supporting both physical and mental health, reinforcing a strong health economics angle for payers.
• The team slide highlights founders and key staff with backgrounds in operations, psychology, and engineering, plus advisors with NHS sales, bariatrics and eating‑disorder expertise, which aligns with the complex stakeholder environment in healthcare.
• The deck explicitly references **behavioural science‑based coaching** and shows awareness of existing digital tools (e.g., MyFitnessPal, Headspace, Oura) while positioning Holly Health as integrated and preventative, which investors in digital therapeutics and preventative health tend to value.
• Later coverage confirms uptake among NHS primary care networks and partnerships with organisations such as Age UK, suggesting that the go‑to‑market thesis around B2B2C and public‑sector partnerships had some real‑world validation after the seed round.

Risks that stand out

• Crowded competitive landscape across wellness apps, digital therapeutics and coaching platforms, many backed by substantial capital, could compress pricing power and increase customer acquisition costs.
• Dependence on public‑sector and quasi‑public‑sector buyers (NHS, Age UK) exposes Holly Health to long sales cycles, budget constraints and policy shifts in prevention funding.
• Outcome‑driven payers may require strong evidence of efficacy and cost savings; if Holly Health cannot produce robust data across multiple populations, scaling contracts could be constrained.
• Rapid evolution of large language models and AI‑based coaching may erode differentiation if competitors adopt similar technology and engagement strategies.

Questions this deck invites

• How many active users, retention cohorts (e.g., 3‑, 6‑, 12‑month) and paying contracts did Holly Health have at the time of this seed deck, and how did those metrics evolve in the 12–24 months afterward?
• What specific clinical or quasi‑clinical evidence (e.g., RCTs, observational studies, service evaluations with NHS partners) underpins claims about improved health outcomes and cost‑effectiveness, and in which populations?
• How does Holly Health price and structure contracts for NHS and other institutional customers (per‑user, per‑population, outcomes‑based), and what gross margins does the company achieve on these deals?
• How defensible is Holly Health’s technology and data asset (e.g., proprietary AI recommendation engine, behaviour models, engagement IP) compared with increasingly crowded digital health and coaching tools?
• What regulatory and information‑governance frameworks (e.g., UK DCB standards, NHS DSPT, medical device considerations) does Holly Health comply with, and how might future regulation of AI in healthcare affect its operating model?

What founders can take from the Holly Health deck

• Anchoring the problem in a **large, concrete cost figure** (e.g., £50bn annual UK chronic disease burden) can make a preventative health solution feel directly relevant to payers and policy‑makers.
• Showing how your product fits on a **continuum of care** (from day‑to‑day struggling to severe diagnosis) and mapping existing tools clarifies both your wedge and where you complement or replace incumbents.
• Highlighting an **experienced, multidisciplinary team** (operations, psychology, engineering, NHS sales) and advisors with domain credibility can mitigate concerns about execution in complex regulated markets.
• Combining **behavioural science and AI** into a clear narrative (e.g., ACT, CBT, behavioural economics plus AI‑driven nudges) helps investors understand why your solution might sustain engagement better than generic wellness apps.
• Articulating a **low per‑person cost** and health‑economic logic (e.g., £1 per person per month) is powerful in prevention‑focused decks, but pairing this with hard evidence is critical for health‑system buyers.
• Positioning with **B2B2C partners** (such as primary care networks and charities) can make preventative apps more credible and scalable than pure D2C plays in healthcare.

Holly Health pitch deck: common questions

What does Holly Health do?

Holly Health is a UK‑based digital health company providing an AI‑powered coaching app that combines behavioural science and personalised digital nudges to help people improve weight management, stress, mental health and other chronic lifestyle‑related conditions.

How much was Holly Health raising with this seed pitch deck?

According to later coverage, Holly Health used its 23‑slide 2020/2021 seed deck to seek around £1.2 million in seed funding, supplemented by several hundred thousand pounds of non‑dilutive Innovate UK and related grants, as part of its early financing to scale the AI coaching app.

What health problems does Holly Health target?

Holly Health focuses on chronic disease prevention and management (e.g., cardiovascular and metabolic conditions, weight issues, mental health, multimorbidity) by offering personalised coaching that integrates techniques like CBT and ACT, delivered via app, web and SMS to support sustainable lifestyle changes.

How does Holly Health make money?

Holly Health sells primarily through B2B and B2B2C models, working with NHS primary care networks, GP practices and partners such as Age UK, and also offers subscription plans for individuals starting around £7 per month at launch.

Where is Holly Health based and who leads it?

The company is headquartered in London, United Kingdom, and is led by co‑founder and CEO Grace Gimson, who previously worked at companies including Deliveroo; the broader leadership and advisory team includes experts in psychology, medicine, product and NHS sales.

Sources

Funding and outcome facts on this page were researched on 2026-08-21 from the pages below.

• New Holly Health Prevent app will use AI to deliver game-changing...
• Holly Health raises £1.4m, partners with Age UK to promote healthy...
• Holly Health 'to help 50,000 patients' following funding
• Grace Gimson, Holly Health - TEAM SY
• Holly Health Secures Strategic Funding to Tackle Multimorbidity...
• Holly Health | LinkedIn
• Personalized Health Coaching with Holly Health | Product Showcase - FMAI Hub
• The better way to find a job in tech

Holly Health pitch deck slides

What each slide of the Holly Health pitch deck says

Slide 1

HEALTH y An intelligent coaching 9 app to support millions to 4 turn health intentions into SHE achievable daily actions (B2B2C) Grace Gimson, Cofounder & CEO Conpiekthy aly Heslthy 202 AIIRight- Received www.hollyhealth.io grace@hollyhealth.io

Slide 2

We now live 20 years with disease £50 billion the annual cost of chronic disease on the UK £40 Average monthly cost of existing health behaviour change services P . 0 30% sick days are caused by avoidable lifestyle health issues

Slide 3

We know that healthy behaviours can help us turn this around, but we're too burned out and unsupported to achieve changes Between 30-80% people with a mental health condition never get professional support People are waiting 4+ months to get basic support for weight management, disordered eating, and mental health Even private providers can no longer keep up with demand

Slide 4

. The Holly Health service ~~ Qf ORCHA Accredited a pe Vm the Holly Bird. » Behavioural science fe | coach people to Nudges, motivation, CBT, mindfulness rom mem achieve the right + Bigs changes for them = o Supportive Al coaching Fully digital. personalised, ' scalable, light hearted, adaptive -B 4 °» BE dm py. © Health outcomes Brno ) -_— Consistent health behaviours, lower stress, : weight management, fitness, confidence | fd )

Slide 5

Health continuum Struggling day to day. Physical and/or Severely Diagnosed mental health is gradually declining. Has Health unwell ongoing some motivation to change but lacks the optimisation condition appropriate, personalised support +¢ myfitnesspal @ headspace OURA Hospital L\ Livongo' talkspace : L] . s betterhelp 47 - ®Fitness+ JreLoron g < Holly Health v Weight management Stress management Problematic eating behaviours (treated by mental health teams) Effective health outcomes from just £1 per person per month! wn

Slide 6

A fundamental mindset change ® em Today G2Nov © Le : SR Without Holly Health With Holly Health ¢ E I] x. ‘ RE : Vi A Day-to-day life IRE Valen 0 = i Getsick Day-to-day ( - Lo life \. F)fccigodist Q = Q == Habit types; mental wellbeing, relationship with food, sleep, exercise © c Oo a ®

Slide 7

Experienced team of psychology, product & growth experts Grace Gimson Cofounder + CEO s SCAPE n Experienced operational leader 2 x startup exits (Deliveroo + Scape Technologies) GP referral healthinstructor Dr. Claire Wu Cofounder + CPO L Luct KA tray.io Full stack engineer Neuroscience PhD Previous computer vision startup founder Dr. Daniela Bievide Content & Research Manager [ o Psychological Medicine PhD: Food Attention Bias and Obesity Nutritionist Behaviour change expert Jos Shepherd Senior Product Engineer iin [ I Experienced previous CTO & VP Technology Full stack/backend engineer Engineering leader 5 4 « » Inés Graca Marketing Manager HE Digital growth expert Degreesin arts, media a…

Slide 8

Panel of excellent advisors and cheerleaders - ) 4 Formal advisor Formal advisor Formal advisor Informal advisor Informal advisor Jamie Swango Tony Wallace Dr Nick Kennedy Prof. Ulrike Schmidt Jo Hollington Experienced Marketing Director Experienced NHS sales leader (ex Bariatric surgeon/anaesthetist and Professor of eating disorders and Senior specialist obesity dietitian, (ex marketing director at Amazon changing health CCO) NHS leader psychological medicine at King's lead for tier 2 and tier 3 services, and global marketing director at College London Guys and StThomas' NHS Trust Deliveroo)

Slide text above is read directly from the Holly Health deck PDF embedded on this page.

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