Maintaining a balanced diet, exercising regularly, and incorporating moments of mental relaxation are the three pillars of a healthy lifestyle. However, in a fast-paced world driven by immediacy, building sustainable habits over time has become an almost unattainable goal. The statistics confirm this: in 2021 alone, at least 43 million people died from chronic diseases, while only 30% to 50% of patients adhered properly to their treatments, according to the World Health Organization (WHO). Experts also estimate that the cost of these diseases will reach $47 trillion by 2030.
Faced with this challenge, health and technology specialists Juan Cruz Forgioni, Maximiliano Abrutsky, Pablo Kruls, and Lucas Gamarnik developed Motivia, a free-to-use application designed to enhance adherence to chronic disease treatments through holistic and healthy habits. The system integrates artificial intelligence (AI) models tailored to each disease and patient monitoring, aiming to provide a personalized experience.
A Holistic Approach to Healthcare
By fostering the creation of healthy habits, Motivia not only seeks to improve users’ quality of life but also assists healthcare institutions and companies in preventing hospitalizations and reducing costs. “The healthcare industry presents many opportunities, but innovation can be challenging due to powerful entities controlling the pace of change,” acknowledges Forgioni, CEO of the startup.
Currently, the platform has more than 2,000 active monthly users, with 90% of them being women aged 60 to 65. The app’s programs cover conditions such as diabetes, heart failure, hypertension, obesity, and pulmonary rehabilitation.
Motivia’s AI-driven system personalizes each patient’s experience based on the type of disease, treatment stage, and user responses. The app enables patients to self-monitor various health aspects and access professionally curated content on nutrition, physical activity, and emotional well-being. Using micro-stimuli, gratification techniques, and rewards, Motivia encourages behavioral changes that promote better health outcomes. “It’s like a health-focused Duolingo,” explains Forgioni. Additionally, the app fosters a sense of community by allowing users to share their achievements with others facing similar conditions.
Overcoming Barriers to Innovation in Healthcare
Motivia was conceived in 2023 when Forgioni, an experienced healthcare entrepreneur who had previously led projects like Labbi—a platform connecting neighborhood pharmacies with laboratories and manufacturers—joined forces with Abrutsky, former CTO of Chilean unicorn Betterfly. “I started researching how the world’s top countries were addressing chronic diseases. Maxi and a physician had been working on a proof of concept for remote patient monitoring,” recalls Forgioni. Soon after, Dr. Hugo Villafañe, now the company’s medical director, joined the team.
To validate the platform’s effectiveness, the team conducted a product trial with a private health insurance company in Argentina, aiming to reduce hospitalization rates among heart failure patients. Over 12 months, the study involving 107 patients showed an 87% reduction in readmission rates and a 44% decrease in mortality rates. Additionally, the insurance provider saved $130,000 in hospitalization and outpatient consultation costs.
This success led to the expansion of the team and an initial investment of $400,000. Recently, Motivia secured an additional funding round exceeding $1 million to support its expansion across Latin America.
Despite these advancements, Argentina’s economic instability and the broader healthcare crisis pose significant challenges in acquiring new partners such as hospitals, foundations, and insurance providers. “Solutions like Motivia deliver value in the medium and long term, but many healthcare stakeholders are focused on short-term financial survival. They love the project but must prioritize payroll and immediate expenses,” explains Forgioni.
To overcome this barrier, Motivia is collaborating with potential clients on smaller-scale projects to build trust and demonstrate value. “We’re proving that short-term benefits exist too,” Forgioni emphasizes. “Innovation requires creatively connecting the dots so that the industry perceives you as an ally rather than a competitor.”
The Future of Digital Health
The global digital health market is projected to reach $347.45 billion by 2025 and $768.3 billion by 2030, according to Mordor Intelligence. Forgioni attributes this growth to shifting consumer habits and the increasing popularity of wellness content on social media. “People are becoming more conscious of leading healthier lifestyles, which is driving investment in digital health companies,” he observes.
Artificial intelligence plays a crucial role in this transformation. “Healthcare is moving towards preventive and personalized medicine,” says Forgioni, stressing that companies failing to integrate AI will struggle to remain sustainable.
Expansion Plans for 2025
Looking ahead to 2025, Motivia aims to expand its user base in Argentina and establish a presence in new Latin American markets such as Mexico and Colombia. “We are exploring strategic alliances with key players who can help us develop more health-related business opportunities,” reveals Forgioni. Enhancing AI integration and introducing new features remain top priorities to further optimize the patient experience.
With its AI-powered, patient-centered approach, Motivia is poised to redefine chronic disease management, making healthcare more personalized, efficient, and accessible for millions across Latin America.