Born from 25 years of building for health change
The thread running through our careers has always been the same: how do you build digital products that actually help people make lasting changes to their health? Not apps that get abandoned after two weeks. Not nudges that feel like spam. Products grounded in real behavior change science.
Through Arabella, our product studio, we partnered with some of the most ambitious digital health companies in the country. Ophelia, Ro, Parsley Health, Origin, Calibrate. Companies doing genuinely important work, serving patients who needed more than a prescription and a pamphlet.
And across all of them, we kept seeing the same thing. The care teams were talented. The clinical protocols were strong. But what happened between appointments - the guidance, the check-ins, the support when patients hit a wall - was built ad hoc, without a coherent framework underneath it. Each company was reinventing the same wheel.
Edwin is the framework we kept wishing existed. When you spend years seeing the same gap from the inside, you stop waiting for someone else to close it.
Small, focused, and all-in
We're a tight group of designers, engineers, and people who care deeply about getting this right. Most of us have worked together before. That helps.
Amit Lubling
Co-founder
Steven Dean
Co-founder
Adam Hoscilo
Product Design & Engineering
Jacek Omelan
Product Engineering
Daniel Oskierko
Product Engineering
Heather Zeitz
Program & Business Development
Jim Soriero
Finance
Before Edwin, we helped build some of the most ambitious digital health companies of the past decade.
Through Arabella, our product studio, we worked closely with leadership teams and care teams to design, build, and deliver products used by hundreds of thousands of patients. That experience — and the pattern we kept seeing — is what led to Edwin.
Ophelia
Addiction treatment
Ro
Healthcare affordability
Origin
Women's pelvic health
Parsley Health
Holistic health care
Calibrate
Metabolic health
Arabella
Our product studio
People who've seen this industry up close
Sam Huleatt
Angel investor & multi-time founder
Sam ran investor programs at On Deck and previously co-founded Workstreamer (exited 2010) and Heights Media. He's an active health-tech investor with portfolio companies including Levels Health, Parallel Bio, and Edwin.
Fred Muench, PhD
Digital health researcher & implementation scientist
Fred has spent his career building and testing interventions that actually change behavior — across mental health, addiction, and self-regulation. He brings the science that sits underneath everything Edwin does.
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