Noom grew on a long sign-up quiz, then pivoted to GLP-1s.
Revenue went from $12M in 2017 to $400M in 2020 behind a quiz that takes about 15 minutes. When GLP-1 drugs arrived, Noom added a branch to the same quiz.
BLOOM10X did not work with Noom. This breakdown uses public sources only, linked below.
- 2017$12M revenue
- 2019$237M revenue, 50M+ downloads
- 2020$400M revenue
- May 2021$540M round, valued at $3.7B
- Feb 2022$62M settlement over auto-renewals
- Sep 2024GLP-1 program launches at $149
- Jul 2026Noom Med is two-thirds of revenue
33x revenue in three years.
Revenue by year
Price per month by plan length
“We spend a lot on marketing, and we do so profitably.”
Five plays behind the growth.
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Make the quiz the landing page
The homepage buttons lead to questions about weight, goal weight and dieting history; Noom says they take about 15 minutes and end in a plan of around 16 weeks (Noom, updated Jun 2026). Forbes noted in 2020 that the questions grow more specific as you go.
Copy this: a long quiz can work if every answer shows up in the result at the end. Show the plan, not a product grid.
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Sell plan length, not the product
Noom Weight comes in 12 lengths, from $70 for a month to $209 for a year, billed upfront; most users start on four months at $169 (Noom pricing). In 2020 its co-founder said Noom suggests a bundle based on how long it thinks the goal will take (Forbes).
Copy this: offer prepaid 1-, 3- and 6-month tiers, and let the quiz answer pick the one you show first.
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Let buyers pick the trial price
The trial lasts 7 or 14 days. Noom says a 7-day trial costs it about $10, so it lets people choose a price, with examples from $0.50 to $18 (Noom pricing).
Copy this: a low first step lifts sign-ups, but only state it next to the full price and the renewal date. See the settlement below.
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Spend heavily, and on TV
Its COO told Forbes in 2020 that Noom spent “a lot” on marketing, profitably. In October 2026 MM+M said Noom’s ads with Rebel Wilson blanket linear TV, “especially during live sports broadcasts” (MM+M, Oct 2026). About 240 Meta ads were live on Nov 10, 2026.
Copy this: heavy spend only works with a payback number you trust. Know yours before you scale. CAC calculator
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Add a branch, keep the funnel
In September 2024 Noom launched a compounded GLP-1 program at $149 for the first month (CNBC, Sep 2024). Today the quiz opens with “Are you interested in losing weight with medication assistance?” The medication line grew from zero to two-thirds of revenue in three years (SCALE, Jul 2026).
Copy this: when demand shifts, add one question to the front of the quiz instead of rebuilding the store.
The buy box is question one.
- 1A separate brandNoom Med has its own header, with a link back to Noom Weight.
- 2“Find out if you’re eligible”The headline promises an answer, not a product.
- 3The quiz in the heroQuestion one sits where a buy button would be.
- 4Answers as buttonsOne tap starts the funnel; no form, no email yet.
- 5A way in for the unsure“I haven’t decided yet” keeps undecided visitors moving.
The path, in page order
- 1Two doors on the homepage“See if you qualify” for Noom Med, “Start your trial” for Noom Weight.
- 2The branchYes, No or I’m not sure, then the matching path.
- 3An easy first answerFrom “Lose 1-20 lbs for good” to “I haven’t decided yet.”
- 4Sunk effortFifteen minutes in, a visitor has a reason to see the result.
- 5The payoffA plan with a timeline, built from the answers.
- 6Length as the price leverLonger plans cost far less per month.
- 7A choice, not a feeExample trial prices run from $0.50 to $18.
Our wireframe of noom.com, its quiz and its pricing page on Nov 10, 2026. Not a copy of their page. Steps 4 to 7 come from Noom’s pricing page; we did not complete the quiz.
Four CRO lessons for a Shopify brand
- Put question one in the hero. A tap on an answer is a smaller ask than “Shop now.” Conversion
- Give the undecided an answer to click. “I haven’t decided yet” beats losing the visitor.
- Price by commitment. A prepaid 3- or 6-month option raises cash up front. Raise order value
- Show the plan before the price. Noom shows a timeline built from the answers, then the plans.
Three screens, three jobs.
“Are you interested in losing weight with medication assistance?”
The homepage’s “Find your plan” button lands here. One question routes each visitor to Noom Med or Noom Weight.
The page is set to noindex, so it lives behind ads and buttons.
“What is your weight loss goal?”
The Noom Weight path opens on a section called “Demographic Profile,” with seven markers on its progress bar.
Three of five answers end in “for good,” the promise of the whole program.
“Noom is more than medication”
Six ticks against six dashes: delivery, clinicians, a muscle program, habit tools, coaches, dosing support.
The comparison is against “medication only,” not against a named rival.
How “Weight Regain Doesn’t Care” is built.
- 1Good news firstA GLP-1 user shares three months of progress.
- 2A villain with a catchphraseEach update is cut off by the same line.
- 3A seasonal beatA scream, released ahead of Halloween.
- 4The positioning in one line“GLP-1s to kickstart the weight loss, Noom to keep it off.”
- 5The turnThe catchphrase flips into the brand line.
Our wireframe, from the official 30-second video below (Oct 6, 2026). Not a copy of the ad. Claims in the spot are Noom’s.
“Our position is that more supply, especially at a reasonable price, is needed right now, not less.”
Two headlines, dozens of variants.
About 240 active ads
US only, Noom page. Regional pages run in Japan, South Korea and Austria.
See the ads →Counts are Meta’s estimates of active US ads, Nov 10, 2026. “50 newest” is the first page the Library API returned for the Noom page.
Read it with three caveats.
- The trial cost Noom $62M. In 2022 it settled a class action alleging “risk-free” trials rolled into costly renewals that were hard to cancel. Noom denied wrongdoing (Reuters, Feb 2022).
- The revenue numbers are old. The last public figure is 2020. Newer growth rates come from Noom’s own overview.
- Compounded drugs are regulated care. Noom’s pages say compounded medications are not reviewed by the FDA. A Shopify brand copying the funnel sells something simpler.
- What we’d change: a one-click cancel link and the renewal date beside every trial price. Compare Hims & Hers, which runs a similar GLP-1 funnel.
Seven moves for a $1M–$10M brand.
- Put your quiz’s first question in the hero, as tappable answers. Conversion
- Use the answers to pick which bundle or plan you show first. Shopify development
- Offer prepaid 3- and 6-month tiers beside the monthly price. Order value guide
- Show the renewal date and price wherever a trial price appears. Retention
- Keep two or three headlines and test many visuals under them. Creative volume calculator
- Set a payback target before you add spend. CAC calculator
- Test streaming TV during live sports in your own season. CTV advertising
Where every number comes from.
- Monica Melton, “Weight Loss App Noom Quadruples Revenue Again, This Time To $237 Million,” Forbes, Jan 14, 2020. forbes.com
- “Weight-loss platform Noom bulks up on $540 million in new funding,” TechCrunch, May 25, 2021. techcrunch.com
- “Weight loss app Noom hauls in $540M to expand into diabetes, high blood pressure,” Fierce Healthcare, May 2021 (valuation per Bloomberg). fiercehealthcare.com
- Jonathan Stempel, “Noom diet app reaches $62 million settlement over automatic subscription renewals,” Reuters, Feb 14, 2022. reuters.com
- Ashley Capoot, “Digital health company Noom to offer compounded GLP-1 drug through new weight loss program,” CNBC, Sep 12, 2024. cnbc.com
- SCALE Community, “The $600 Billion Weight Loss Market Has a Dropout Problem. Who Fixes It? Geoff Cook, CEO at Noom,” Jul 29, 2026 (guest bio). scale-community.com
- MM+M, “Noom reminds us weight regain doesn’t care,” podcast, Oct 14, 2026. youtube.com/@MMM-online
- Noom, “Noom Overview,” October 2026. noom.com
- Noom, “How much does Noom cost (and what do you get)?,” updated Jun 3, 2026. noom.com
- Noom homepage, quiz pages and Noom Med landing page, viewed Nov 10, 2026. noom.com, noom.com/lp/clinical
- Meta Ad Library, active US ads for the Noom page, viewed Nov 10, 2026. facebook.com/ads/library
- Noom official YouTube channel, “Noom PSA - Weight Regain Doesn’t Care” (Oct 6, 2026) and “Unboxing Noom GLP-1Rx” (Oct 9, 2024). youtube.com/@NoomInc, youtube.com/@NoomInc
