For NHS Commissioners & ICBs

Behaviour change
that reaches people
between appointments

Nudje is a personalised AI nudging engine that delivers the right message, to the right person, at the right moment — activating lifestyle change at scale without increasing clinical workload.

Book a conversation See how it works
26
Years of behaviour change delivery across the NHS
B Corp
Certified — mission-led, not profit-first
AI + human
Nudje combines personalised AI nudge science with real-world community health expertise — built by practitioners, not technologists

Trusted by

The challenge

Clinical time is finite.
Behaviour change is not.

The NHS knows that lifestyle behaviours drive the majority of preventable ill-health. But knowing isn't changing. The gap between what a clinician says in an appointment and what a person actually does in their daily life is where most health outcomes are won or lost — and it's a gap that the system has never been able to close at scale.

"We can refer people into programmes. We cannot follow them home. Nudje can."

Over-reliance on one-to-one contact

Individual behaviour change support is expensive, inconsistent, and cannot reach the volumes commissioners need. Most people receive a brief intervention and are expected to sustain change alone.

Generic messaging doesn't activate change

Population health campaigns deliver the same message to everyone. Nudje does the opposite — it learns what motivates each individual and sends hyper-personalised prompts that land when motivation matters most.

"Behaviour change capacity at scale — not more standalone apps. Extending reach while keeping care personal."

Live deployment

Already live in the Welsh Government's Help Me Quit app

Nudje and Joules are not in development — they are live, governed, and operating at national scale. Deployed within the bilingual Help Me Quit programme across Wales, with AI safety policies, escalation routes, and privacy frameworks agreed with delivery partners.

How Nudje works

Intelligent nudging.
Human at the core.

Nudje uses behavioural science and AI to personalise the timing, tone, and content of every interaction — turning insight into action, at population scale.

01

Understand the individual

Nudje builds a behavioural profile for each person — identifying their motivators, barriers, readiness to change, and the life context that shapes their choices.

02

Deliver the right nudge

Drawing on a library of evidence-based nudge techniques, the AI selects and sends personalised messages — by SMS, app, or integrated platform — at the moment they'll have most impact.

Person receiving a nudge on their phone
03

Learn and adapt continuously

Every interaction teaches the system more. Nudje refines its approach in real time, increasing engagement and effectiveness across the cohort — and giving commissioners rich outcome data.

Capabilities

Built for commissioners.
Designed for people.

Nudje integrates seamlessly into existing pathways — smoking cessation, weight management, physical activity, alcohol reduction — and delivers measurable population-level impact.

Population diversity

Population-scale personalisation

Nudje delivers individually tailored behaviour change support to thousands of people simultaneously — without requiring clinician time per interaction.

Real-time pathway integration

Works alongside Stop for Life, Jules AI coaching, and Best-You — or integrates with your existing referral and case management infrastructure.

NHS staff

Integration with NHS services

Nudje works alongside NHS, local authority and VCSE services — strengthening existing pathways and delivery models, supporting continuity between digital support and human care.

Ethical AI by design

ICE Creates is a certified B Corp. Nudje is built on transparent, human-centred AI principles — no dark patterns, no exploitation of vulnerability, no third-party data monetisation.

Evidence base

Outcomes that
commissioners can measure.

Nudje is grounded in 26 years of behaviour change delivery and an established evidence base in nudge theory, motivational science, and digital health engagement.

3×

Higher sustained engagement compared to standard digital health messaging, driven by personalisation and adaptive timing.

26yrs

Of NHS-commissioned behaviour change delivery — informing every element of how Nudje was designed, tested, and refined.

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Zero clinical hours per automated nudge delivered — freeing practitioner time for the people who need it most.

"The system doesn't need another app people stop using after two weeks. It needs something that works with human psychology, not against it — and that gives commissioners real evidence of impact."
Stuart Jackson, CEO — ICE Creates Ltd, B Corp

ICE Creates Ltd is a certified B Corporation — meeting the highest standards of social and environmental performance, accountability, and transparency. Nudje is built with purpose, not just profit.

Get in touch

Let's talk about
your population.

Whether you're exploring a pilot, responding to a health inequalities brief, or building a business case for your ICB — we'd love to start a conversation.

Email hello@icecreates.co.uk
Organisation ICE Creates Ltd — Birkenhead, Liverpool City Region
Accreditation Certified B Corporation · 26 years NHS delivery

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