“In weight loss you don't want to talk about it until you've seen success. When you find successes you start losing 5, 10, 15, 50 pounds — now you're going to scream from the rooftops. We've got programmatic emails that go out at a few weight-loss milestones asking people to tell us their story.”

Trigger word-of-mouth at the 5-pound milestone, not at install

Lose It! waits for a 5-pound (or larger) milestone before triggering testimonial/story-collection emails — never at install. In stigmatized categories, asking users to evangelize at signup is wrong because they don't want to admit the problem. Wait for the early win, then make sharing a celebration rather than a confession.