On Tuesday 2 July 2024, a South Korean, Luxembourg-based startup using data and IoT products to help users address their back pain more effectively announced its new healthtech solution.

By engineering smart posture products equipped with embedded sensors and powered by an advanced analytics platform, named Posture AI, Neurabody aims to alert users to bad posture habits and help them correct them for better back health.

"The societal and economic impact of lower back pain is enormous. We see the loss of productivity from missed days at work and a reliance on medication to alleviate pain. At the same time, there is varying and even contradictory advice to fix back pain. We need innovation in this field, not least since back pain is the leading cause of disability worldwide," said William Choi, Co-Founder of Neurabody.

Neurabody's products have built-in monitors that provide personalised feedback and advice on improving posture and reducing pain. Today, the company offers a smart posture estimation sensor and an optional posture correction ergonomic shirt. If the user begins to slouch, the sensor detects it and buzzes to remind the user to sit up straight.

Neurabody is also planning to release a smart posture seat and smart lumbar support devices in 2025 and 2026, respectively. Together with the software, it is an all-in-one solution for people with chronic back pain, targeting the entire spine from the head to the lumbar lordosis.

"Our technology analyses posture data from the sensor to detect habits and behaviour patterns. Users can monitor their posture throughout the day via a dedicated mobile app. It provides detailed information about when you are in a bad posture, such as letting you know if you tend to lean forward a lot after 4 PM during working days. The idea is to help users become aware of their sneaky little habits and correct them. Additionally, using this posture data, our machine learning models predict the likelihood of back pain and recommend exercises to mitigate the risk," said Susan Kim, Research Manager & Data Analyst at Neurabody.

William Choi is a serial entrepreneur with over 20 years of experience. He also became an investor and founding member of BackJoy Orthotics, an Inc 500 Fastest Growing Company that was invested in by many well-known investors, including the founders of Crocs. Motivated by the back pain issues he and his wife experienced, Choi decided to tackle this “global problem”. He founded Neurabody to provide data-driven tools to help millions of people address back pain more effectively. This approach focuses on solving the underlying issue, not just the discomfort itself.

"Back pain is a global silent killer. Our Posture AI is the most advanced AI analytics platform tackling this issue, bridging medical and lifestyle customised solutions. We offer the only 'plug & play' hardware and software platform that integrates mainstream platforms while offering its own smart ergonomic products & services through gamification," added Peter Rhee, Head of Business Development at Neurabody.

Neurabody's ergonomic products target not only office workers who sit for long periods but also extend to insurance companies looking to improve employee wellness and even esports gamers seeking to prevent injuries during training and competition. Neurabody currently has about 500 active users, among them LG Academy and Dongyang Life Insurance.

"Neurabody provides a seamless all-in-one solution by bridging the gap between functional ergonomic products, sensor devices and data analytics, enabling the user to self-manage their posture," said Dr Denys Pak, Postgraduate Dean for Digital innovations and Clinical Entrepreneurs at NHS Health Education England.