Feelmore Labs

About Feelmore Labs

Feelmore Labs, founded in 2016 and formerly known as Apex Neuro Holdings, operated in the health and wellness technology sector with a focus on non-invasive wearable devices. The company has been reported as out of business as of April 2023.

The firm was co-founded by Francois Kress, who also served as its CEO. Kress brought a unique background to the health-tech space, having previously held numerous leadership roles in the global luxury industry for brands like Louis Vuitton, Prada, and Carolina Herrera. His journey from high fashion to neuroscience was driven by a foundational interest in science and technology, having studied mathematics and engineering before his career in luxury goods.

Feelmore Labs was a venture-capital-backed company, securing a total of $16.6M to $20M in funding from investors including True Ventures, ARCH Venture Partners, and M13. The business was centered on developing technology to train and tune the nervous system. Its flagship product, Cove, was a wearable device designed to be worn behind the ears. The product's go-to-market strategy involved direct-to-consumer sales through its website, feelcove.com, and Amazon.

Cove utilized patented technology to deliver gentle, specific vibrations to the skin behind the ears. This was intended to stimulate a natural biological pathway that activates a part of the brain responsible for regulating anxiety and emotional response, specifically the insula. The objective was to induce a state of calm, thereby reducing stress and improving sleep quality for the user. The device was designed for daily 20-minute sessions and could be used while performing other activities. It was accompanied by a mobile app for tracking session history and progress. Clinical studies conducted over a four-year period suggested that over 90% of users experienced significant stress reduction and sleep quality improvement after 30 days of consistent use. Despite these reported benefits, the product was discontinued as of September 2022.