10045283Personalised health: from the inside outClosedGrant for R&DInnovate UK40% of the population suffers from a gastrointestinal disorder (predominantly IBS, IBD, chronic constipation and bloating) and there is no known cure. The topic is unapproachable and taboo (_people don't talk about their bowel movements and poo!_), and no brand has tried to pull down those barriers and empower conversation. People are often unable to get the support they need through the NHS due to lack of expertise and long wait times. Just over 50% are referred to Gastroenterology within five months and other pathways are similarly long waits. Private options such as consulting a Dietitian start at £100 per appointment, and usually require a minimum of three sessions. This is where The Gut Feeling (TGF) comes in. We're driven by personal experience of living with gastrointestinal disorders and finding inadequate inaccessible solutions. For this project, we will focus on Irritable Bowel Syndrome (IBS) type symptoms which affects 15% of the population. We are developing a non-diet-based approach for IBS relief which is just as effective as the FODMAP elimination diet approach but with smart technology, rather than costly consultations. TGF's project is the synergy of a simple app, in-house algorithms designed by our experts, and a DAM (digital asset marketplace) of evidence-based wellness approaches and educational content created in collaboration with certified health experts and clinicians. Sprinkle on a bit of tracking and automagic, and this is _a really gutsy move_. How does it work? Based upon an individual's symptoms we generate a personalised plan made up of specialised wellness techniques and educational content for each member. Through simple tracking of digestive health we start to reduce stress, increase circulation, and promote better physical movement and motility of the gastrointestinal (GI) tract. Through this project we will have a tangible app to begin generating revenue from and secure further funding. Eventually we plan to integrate with microbiome tests, enabling people to observe how their diet and holistic interventions affects their gut health and even certain disease risks. The gut is home to 95% of the body's serotonin which regulates mood, sleep and appetite (APA). By helping reduce overactivity of the sympathetic nervous system, the stress system of your body, and armed with the knowledge that 70% of our immune system resides in the gut (UCLA), we will use digital solutions to help people take control, and prevent many health issues from the inside out.