Una, a new London-based app, has recently launched with a simple premise: instead of giving women more health data or another dashboard to interpret, deliver one expert-backed action per day calibrated to their hormonal rhythms, energy levels, and real-world capacity.
The platform pulls from wearable signals, cycle data, workload, and behavioral patterns to generate a single daily action designed to support cognitive, emotional, and physical capacity. The approach is a deliberate departure from streak-based habit apps and optimization frameworks that assume users have predictable energy and time.
“We kept hearing the same thing from ambitious women,” said co-founder Shruti Hiremath. “They don’t need more advice. They need systems that work when energy, focus, and time are unpredictable.”
Una was co-founded by neuroscientist Dr. Ritwik Niyogi, whose research on motivation and habit formation was supported by $2.6 million in funding from the Wellcome Trust. The behavioral science underpinning the platform focuses on sustaining consistency under pressure rather than optimizing for ideal conditions.
“Humans are not machines that need optimization,” said Dr. Niyogi. “The next phase of wellness will focus on capacity – helping people sustain ambition without running on empty.”
The app has launched with a members-only model and is working with health, sleep, and habit coaches to integrate expert guidance into the daily actions.
