The authors thank Tushar Vashisht, Sachin Shenoy, Manan Chandan, Tharun Reddy, and others at HealthifyMe for their generosity in sharing the data from their platform and their insights. The authors also thank Shrey Bansal, Shanchhith Singh Nayak, Vaibhav Mishra, and Hemank Bajaj for their excellent research assistance. The authors declare no competing interest and signed a non-disclosure statement with HealthifyMe. To maintain privacy, no data contained personally identifiable information that could identify consumers or coaches. Funding for the development of this research was provided by IIM Ahmedabad and Stanford University and not by HealthifyMe. The authors have no financial interest in HealthifyMe and were not compensated in any way by HealthifyMe or its affiliated companies for engaging in this research.