Aurora

Aurora is an AI health coach and calorie tracker that works by conversation. You tell it what you ate, in normal words, and it does the rest: estimates the calories and macros, itemises the meal so you can correct it, and keeps the running picture of your day.

Why people quit calorie trackers

Not because they stop caring. Because logging dinner takes four minutes of barcode scanning and database archaeology, and after two weeks that friction wins. Most trackers ask you to become a data entry clerk for your own dinner, then charge £8 to £16 a month for the privilege.

Talking instead of tapping

Type or say "chicken shawarma wrap and a can of coke" and Aurora estimates the calories and macros, then shows the itemised breakdown so you can check the parts it guessed. The correction is the important bit: an estimate you can see and adjust beats a number you have to trust.

Workouts earn calorie credits that adjust the day's budget, so training harder shows up as more room rather than a separate spreadsheet. Weight is tracked as a trend with the daily noise smoothed out, which is the only way weight data is useful.

The coaching layer

• A daily score from 0 to 100, so a day has a verdict rather than a wall of numbers
• Coach reviews written from your actual logs, not generic advice
• Meal suggestions that fit the budget you have left
• Goal-date forecasting, so you can see where the current pace lands
• CSV export, because your data should leave when you want it to
• Real-time sync across devices

Free covers unlimited logging with 60 AI actions a month. Pro is £5 a month at founding price for unlimited AI, coach reviews, suggestions and forecasts, with a 14-day trial. It runs as a responsive web app you can install to your home screen, so there is no app store in the way.

Lessons

1. [What building a consumer health product taught you that B2B did not.]
2. [Why the itemised breakdown mattered more than the estimate itself.]
3. [What you learned about pricing against established trackers.]