Noom vs Lose It!: how the two apps compare on price, tracking and coaching

The short version

Both companies say their apps are for building healthier habits around food. Neither replaces care from your own doctor.

How each app works

Noom describes itself as a psychology-based program. The paid Noom Weight plan centers on short daily lessons, meal logging, water tracking and coaching, and Noom's homepage also lists AI support alongside its human coaches. Noom says your plan recommendation is personalized from a sign-up quiz. If you're curious who the coaches are, our guide to whether Noom coaches are certified covers it.

Lose It! is built around calorie counting. When you sign up, it sets a personalized daily calorie budget, and you log what you eat against it. Its help center says the free Basic tier includes that budget and access to a food database of more than 50 million items. Lose It!'s site also describes nutrition tracking and an intermittent fasting tool.

The difference in one line: Noom tries to change why you eat the way you do, while Lose It! focuses on what and how much you eat.

How food tracking differs

Noom's color system. Noom sorts foods into three colors based on calorie density, which is how many calories a food has for its weight. Noom's support page explains it this way:

• Green: the most nutrient-dense, least calorie-dense foods, which Noom says you can eat freely
• Yellow: moderate in calories or nutrients, to eat in balance
• Orange: more calorie-dense or less filling, to eat mindfully

For solid foods, Noom says green is a calorie density under 1.0, yellow is 1.0 to 2.4, and orange is above 2.4. No food is off-limits; the colors are meant to guide the balance of your day.

Lose It!'s calorie budget. Lose It! shows how many calories you've eaten against your daily budget. Premium adds custom goals for things like water, sleep and nutrients, automatic syncing with smartwatches and fitness trackers, logging meals in advance, barcode scanning, and smart photo and voice logging.

If you like numbers and want to see your calories add up, Lose It! is the more direct tool. If calorie counting has felt stressful in the past, Noom's colors may feel less rigid.

Whichever app you try, the hard part is usually sticking with small changes day after day. Olive is a health companion that checks in with you every day, looks at what you eat, and helps you build small habits that actually hold. It doesn't diagnose or treat anything, so medical questions still belong with your doctor.

Price: what each company posted, as of October 30, 2026

Both companies say prices can vary with promotions, so treat these as a snapshot. Each figure links to the company's own pricing page.

Noom (Noom Weight plan):

• Monthly plan: $70 for one month, before taxes or discounts (as of October 30, 2026; Noom plan pricing page).
• Annual plan: $209 for twelve months, before taxes or discounts (as of October 30, 2026; Noom plan pricing page). Noom lists plan lengths in between, too.

Noom says all Noom Weight plans renew automatically unless canceled, that your price may vary slightly with promotions or how you sign up (app vs. website), and that medication isn't included.

Lose It!:

• Basic: $0 (as of October 30, 2026; Lose It! membership tiers and pricing page).
• Premium: $79.99 a year, renewing each year (as of October 30, 2026; Lose It! membership tiers and pricing page).
• Lifetime: a one-time $299.99, or $229.99 for active Premium members (as of October 30, 2026; Lose It! membership tiers and pricing page). Lose It! says Lifetime purchases aren't refundable.

Lose It! also says Premium prices vary with promotions and that new users get a 7-day free trial. On sticker price alone, Lose It! is the cheaper app, and its free tier does more of the core job of tracking. Noom costs more because you're paying for the lessons and coaching.

What you get for free

You can try both without paying, but the free versions are different in scope.

• Noom's free features depend on your location and app version. Noom lists select lessons, movement tracking and, where available, meal logging. Coaching and the full program need a paid plan.
• Lose It!'s Basic tier gives you the calorie budget and the food database, which is enough to count calories every day.

If you only want a free calorie counter, Lose It! Basic is the more complete option. If you want to sample Noom's style first, its free lessons give you a feel for it.

Coaching and support

Coaching is the biggest difference. Noom builds its paid program around coaching and its lesson curriculum. Lose It! is mostly a self-guided tool: you set goals and track, and the app gives you feedback on your numbers.

Some people do better with someone checking in; others prefer to work alone. If you've used Noom before and it didn't stick, our guide to why Noom isn't working may help you figure out what to change.

Canceling

Read the terms before you sign up, because both plans renew automatically.

• Noom says you can cancel in the app, in its web account portal, or through the app store you used to sign up. You keep access until the end of your billing cycle. Noom says Noom Weight subscription charges may be eligible for a refund if you contact it within 14 days of purchase.
• Lose It! says you need to cancel through the platform where you bought Premium, such as the Apple App Store, Google Play or the Lose It! website, and that deleting the app doesn't cancel your subscription.

Which one fits

• You want a free calorie counter: Lose It! Basic.
• You want structured lessons and a coach: Noom's paid plan.
• You want lower cost with more tracking tools: Lose It! Premium, priced well below Noom on each company's page as of October 30, 2026.
• You want medicine as part of your plan: neither app's standard plan includes it. Noom Med is a separate program; our Noom microdose GLP-1 guide explains one of its options. Talk with your own doctor first.
• You're still comparing: see our list of apps like Noom.

This comparison is general information, not medical advice. Prices and features were checked on October 30, 2026, and change often. Talk with your doctor before starting a weight-loss plan, especially if you have a health condition or take medicine.

Keep the habits steady

Tracking is only one part of the picture. Olive checks in with you every day and helps you build small habits that actually hold, whichever app you use.

See how Olive works →