A10 Lab

A10 Lab Inc. is a Japanese company that developed and operates "MinChallenge," a habit-forming application. The company was founded in December 2016 by Go Nagasaka, who serves as the CEO. The idea for "MinChallenge" originated from Sony's "Seed Acceleration Program," and A10 Lab was established as a spin-off from Sony.

The core product, MinChallenge, is a mobile application designed to help users establish and maintain new habits through a team-based, gamified approach. Users with the same goal are placed in teams of five to encourage each other by sharing progress, such as through photos. This peer-support model aims to foster motivation for various objectives like exercise, diet, and studying. The app has achieved over 900,000 downloads and maintains a high user rating.

A10 Lab operates on a business-to-consumer (B2C) model through premium subscriptions on the app and a business-to-business (B2B) model by providing tailored solutions for corporations and municipalities. Corporate services include programs for smoking cessation, while municipal partnerships focus on initiatives like frailty prevention for the elderly and bridging the digital divide. As of April 2024, the company has partnered with 37 municipalities across Japan. The company has successfully raised capital, including a Series A2 round in January 2024, to strengthen its corporate business division.

Keywords: habit formation, mobile application, behavioral change, gamification, peer support, digital health, HealthTech, corporate wellness, smoking cessation, senior care, frailty prevention, community building, personal development, well-being, subscription service