apo’s AI-enabled holistic MSK platform is now CE-marked and MHRA-registered as a medical device

We’ve reached a major milestone for apo.

We’ve successfully registered with the UK’s MHRA as a Class I medical device and we’re now CE-marked - strengthening our ability to impact MSK outcomes at scale with a regulated, clinically governed platform.

From day one, apo has been built with the realities of regulated healthcare in mind: risk management, clinical governance, post-market learning, and the operational standards required in environments where trust matters. This milestone isn’t a badge, it’s a signal that apo is engineered as regulated software, designed for safety, adoption, and scale.

Why this milestone matters

  1. It reduces execution risk

    Regulatory readiness is one of the biggest friction points in digital health. This step demonstrates apo’s governance discipline and readiness to operate in real-world clinical and enterprise environments.

  2. It proves apo is more than “wellness”

    apo isn’t a static content library. It’s a medical-device-grade platform built to support MSK self-management through a holistic model that reflects how recovery works in real life. (Explore our pillars: {LINK})

  3. It strengthens our path to scale

    A regulated foundation supports repeatable procurement pathways, defensible product claims, real-world evidence generation, and the infrastructure for international expansion: key drivers of long-term enterprise value.

The apo difference: AI that continually personalises care, safely

MSK recovery isn’t one-size-fits-all, and it isn’t linear. Pain fluctuates. Motivation changes. Sleep suffers. Stress spikes. Movement patterns adapt. Most solutions don’t.

apo is built around a simple idea: AI can keep care plans relevant over time, continually personalised, while operating within clear clinical guardrails. Across apo’s four pillars - Move, Unwind, Nourish, Discover - our platform is designed to provide holistic clinical care plans, continually refining recommendations using real-world inputs such as engagement signals, user feedback, and motion tracking insights, while maintaining safety boundaries informed by clinical best practice.

This means apo isn’t just “personalised at onboarding.” It’s designed to personalise care over time for adherence and better outcomes by:

  • tailoring support to what someone is actually doing (and not doing),

  • reinforcing adherence with the right prompt at the right time, and

  • adapting the plan as people progress, plateau, or experience flare-ups.

A key part of this is apo’s motion tracking capability, which helps users perform strengthening exercises with greater confidence and precision, while also feeding into a broader understanding of progress. Those insights help apo connect movement progress to the wider recovery picture, guiding sleep, stress, and nutrition support when signals suggest fatigue, flare risk, or inconsistent adherence.

The result is a platform designed to connect the dots across the pillars, so the care plan stays coherent, realistic, and achievable.

What’s next

With MHRA registration and CE marking in place, our focus now turns to:

  • scaling early access and partner deployments,

  • generating robust real-world evidence through post-market learning loops,

  • strengthening enterprise integrations and reporting, and

  • continuing to build the most impactful and innovative holistic MSK support platform.