Momentum – Thrive mobile app

Objective and context

Momentum created Thrive to address burnout by offering a wellbeing app that serves as a digital reflection of users’ mental and physical health. Central to this was the AI-driven “Thrive Score,” designed to provide personalised, real-time feedback on wellbeing rather than relying on traditional success metrics. Built on behavioural science and user journey insights, the app aimed to foster self-awareness, encourage meaningful breaks, and shift focus away from the toxic pursuit of achievement.

Algorithm development and behavioural integration

The thrive score framework was developed across eight wellbeing dimensions - emotional, financial, social, spiritual, physical, environmental, intellectual, and occupational – drawing on validated local measures. Machine learning enabled the algorithm to adapt to each user’s baseline by combining daily self-reports, external data such as weather or economic indicators, and (planned) wearable inputs. This adaptive design ensured the app remained dynamic and relevant over time, personalising insights and guiding users toward small, sustainable behaviour shifts.

Outcomes and impact

Instead of presenting a numeric score, Thrive visualised wellbeing through an animated character, creating a “Tamagotchi effect” that encouraged users to nurture their health. Early feedback highlighted the value of this non-judgemental and engaging approach, which helped users better understand and care for their wellbeing. As a pioneering initiative in South Africa, Thrive demonstrated how AI, combined with behavioural science, can transform wellbeing tools – shifting the conversation from performance metrics to a more holistic and sustainable model of self-care.