Fabulous is a habit change app with millions of users around the globe. Incubated at Duke University’s Center for Advanced Hindsight in Durham, North Carolina with the help of renowned professor of psychology and behavioral economics Dan Ariely, the Fabulous app has topped over 5 million downloads and has successfully enabled 2.5 million users to complete 10 million habit change challenges from better sleep to deep work and eating healthier to exercising.