Fabulous

Company Overview

Fabulous is a behavior-change coaching platform that helps individuals and organizations build healthy habits through a science-backed approach. Founded at Duke University's Center for Advanced Hindsight, the company has grown to serve over 50 million users worldwide. Its core philosophy emphasizes that small, manageable habits can lead to significant, long-term changes in life. The flagship product is the Fabulous mobile app, available on iOS and Android. This app acts as a personal behavior science coach, guiding users in creating daily rituals, stacking habits, and participating in challenges. Fabulous also offers a specialized solution for organizations, called Fabulous for Work, which focuses on enhancing employee well-being and engagement through positive behavioral change. Additionally, the company provides educational resources that explain the principles of behavioral economics behind its methods.