Fitbit co-founders James Park and Eric Friedman announced Luffu (pronounced loo-foo), a company with a mission to keep families healthy, safe and connected.

Luffu is developing an intelligent family care system starting with an app experience and expanding over time into complementary hardware devices that together provide peace of mind. Designed for families and their caregivers, Luffu uses AI quietly in the background to gather and organise a family’s information, learn the family’s rhythms, and flag meaningful changes so everyone can stay aligned and act earlier on important issues related to their wellbeing.

In 2007, Park and Friedman founded Fitbit with the idea of making health accessible to all. They built a global community that has moved trillions of steps together, turning personal health data into healthier lives for nearly 150 million people.

“At Fitbit, we focused on personal health, but after Fitbit, health for me became bigger than just thinking about myself,” said Park. “I was caring for my parents from across the country, trying to piece together my mom’s health care across various portals and providers, with a language barrier that made it hard to get complete, timely context from her about doctor visits. I didn’t want to constantly check in, and she didn’t want to feel monitored. Luffu is the product we wished existed to stay on top of our family’s health, know what changed and when to step in without hovering.”

The latest caregiving research estimates 63 million or nearly one in four US adults are family caregivers, up 45 per cent from ten years ago. The load falls heavily on caregivers in their 40s and 50s. For many, health becomes a constant question of who’s okay and what needs attention across all the people and pets they care for, and their own personal health often slips in the process.

“In our house, health isn’t a single person’s project, it’s shared, and I’ve felt how easy it is for my own health to fall to the bottom of the list,” said Friedman. “We’re managing care across three generations – kids at home, busy parents in the middle and my dad in his 80s who’s living with diabetes and still wants to stay fiercely independent. And the moments that matter most are often the most chaotic: a late-night fever, a sudden urgent care visit, a doctor asking questions you can’t answer quickly because the details are scattered. We designed Luffu to capture the details as life happens, keep family members updated and surface what matters at the right time, so caregiving feels more coordinated and less chaotic.”

Today’s consumer health market is full of tools geared towards the individual such as wearables for tracking and coaching, medical record portals, and AI chat for reactive health Q&A. But real-life health is shared across partners, kids, parents, pets and caregivers. Family information is fragmented across devices, portals, calendars, attachments, spreadsheets and paper documents and, even when sharing exists, the experience can be complex and limiting, leaving caregivers to connect the dots themselves.

Luffu was designed to fill this gap with a system built to reduce the mental load of family care by tracking the whole family’s details effortlessly, including health stats, diet, medications, symptoms, lab tests and doctor visits, and see the big picture of everyone’s wellbeing so the care circle is on the same page and nothing gets missed.

Luffu proactively watches for changes, and surfaces insights and alerts. It provides effortless health and medication logging for everyone using voice, text or photos and connections to devices, health portals and other data sources. A health Q&A uses plain language to ask about the family’s health and safety. Key health information can be shared with parents, spouses and caregivers.

Luffu is powered by AI, but it’s designed to feel more human and work quietly in the background. It isn’t a chatbot layer; AI is built into the entire product experience to help families capture and organise health information, learn what’s normal over time, notice what changed and get personalised proactive guidance that reflects real life. And because trust is foundational, Luffu is designed to be a guardian, not surveillance; users are always in control of exactly what is shared, with whom, and privacy and security are paramount for all family data.

The company name comes from “lufu,” the Old English word for love. Luffu begins as a service for people with an app experience, with the goal of expanding into an ecosystem of first-party hardware products designed to complement the service. To get a glimpse of the app and sign up for the waitlist for the limited public beta, visit www.luffu.com.