case study

Helping Hōm
build an app that puts wellness before likes

SECTOR

Key Market

SECTOR

Key Market

Crystal Hays created Hōm as a holistic digital home for the modern mum. Away from the noise of social media, her app is a safe space for mums to meet, share and learn while supported by wellness professionals.

Crystal Hays created Hōm as a holistic digital home for the modern mum. Away from the noise of social media, her app is a safe space for mums to meet, share and learn while supported by wellness professionals.

THE CHALLENGE

Crystal faced unforgiving algorithms on traditional social media and didn’t like subjecting members to a torrent of ads. To put wellness first, she needed control of the space.

THE SOLUTION

Keep all the best parts of social media, remove anything toxic, and add supportive new features like livestreams and workshops. All collected into a single, simple, independent app that is miles away from potentially harmful influencer culture and instant gratification. Instead, mums can expect meaningful interactions with each other and more personal relationships with Crystal and her team of practitioners.

GROWTH

300%

increase of active monthly users

IMPACT

Streamlined business model managed centrally,
more cost-efficient without ads or commission,
deeper insights through member analytics

“Disciple has helped us to increase our community size and cultivate relationships on a more personal level with our community members.”

Crystal Hays

Crystal Hays wanted to redefine the standards of motherhood wellness and, after 15 years as a dancer, wellness teacher and expert in exercise physiology, she was the ideal person to lead the charge.

In creating Hōm, Crystal assembled a collective of holistic practitioners, mental health specialists and mind-body-spirit gurus to become the mentors of her members and elders of her community. The next task was finding a home, but traditional social media seemed to work against the mission of creating a safe space for mental and emotional wellbeing. In order for Hōm to be truly nurturing and risk-free, the business needed a new home.

Working with Disciple

Hōm collaborated with Disciple to design an app that could make an actual difference to women, mums and families. One that blends a buzzing community, research-backed learning strategies, and personal relationships with visible experts.

It begins with highly personalised profiles, which help members get to know each other better and give Crystal an intimate understanding of what makes her community tick. Then come the livestreams and interactive workshops which get to the heart of Hōm’s offering – education and empowerment. All together, the Hōm app is a pocket-sized health club and wellness centre for mums.

Ideal for the wellness industry

Crystal loves the innovations and experiments she has been able to test through her new community app, saying she’s excited to see how they will help the wellness industry grow.

Most recently, Hōm has removed the like button from all posts within the app, hoping to nudge people towards more meaningful interactions and away from like-count comparisons. Experiments like this have not only contributed to a significant increase of members, they are helping build a space where wellness is supported at every turn.