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We are specialists in health & wellbeing behaviour change and impact strategy & evaluation.  

Everything we do is based on proven health & behavioural science and uses 'people-centric' design to ensure we support the needs of real people. All our work delivers within clear impact frameworks and provides a strong foundation to scale

We work with a network of mission-aligned clients and partners around the globe and have helped millions of people live younger, healthier and happier lives.

Our Founders

Dr Holly Whelan and Dr Mark Cobain founded Habit Partners® & Younger Lives® in 2014. They are passionate about creating a positive impact in the world and helping people be at their best now and for years to come.


They have doctorates in neuroscience and psychology and have over 40 years combined experience working in behaviour change, healthy ageing, marketing & evaluation.


Mark is the original inventor of heart age and Holly has managed many multi-million pound consumer and corporate brands. They are both fellows of the Royal Society for Public Health and honorary lecturers at Imperial College London. 

More about Mark

  • Co-Founder of Habit Partners & Younger Lives

  • BSc Psychology & PhD Neuroscience

  • 20 years + working in disease risk reduction, health and wellness

  • Fellow of the Royal Society for Public Health​

  • Senior advisor to the American Heart Association Centre for Health Technology & Innovation

  • (Prev) Research Fellow in the Framingham Heart Study/Boston University

  • (Prev) Editorial Board, American Journal of Health Promotion

  • (Prev) Director of the ‘Healthy Ageing’ research group within Unilever

  • Original inventor of Heart Age the concept and patent holder for the underpinning algorithms


More about Holly

  • Co-Founder of Habit Partners & Younger Lives

  • BSc Biology & PhD Neuroscience

  • 20 years+ working in consumer health & wellness and behaviour change

  • Social marketing and health & wellness
    communications expert

  • Fellow of the Royal Society for Public Health​​

  • Teacher at the School for Social Entrepreneurs​

  • (Prev) CEO Heart Age

  • (Prev) Director of Global Heart Health Unilever

  • (Prev) Director of Unilever Corporate Brand

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