Our team

Marcus Feldman

Writer, behavioural science & habits · Translates the habit research and second-reviews the health claims.

Marcus Feldman covers the behavioural-science side of the site — how habits actually form, why motivation fades, and which app design choices help a routine survive. He treats the research as a tool, not a prop: when an app cites a study, he checks whether the study says what the marketing implies it says.

He is most interested in the drop-off — the quiet week-three moment when the novelty wears off and an app lives or dies. He looks for the small things that carry people through it: a cue that fires at the right time, a step small enough to finish, a reward that still feels like one. He is wary of any app that leans on a big round number it cannot back up, or that hints it can treat something it cannot.

As the desk's second reviewer, Marcus reads every health-adjacent line for tone and accuracy before it goes live, and writes much of our habits, motivation and AI-companion coverage.

Areas of expertise

Behaviour change
Habit & productivity apps
Motivation & adherence
Reading wellbeing-app evidence claims
Plain-language explainers

Knows about: behaviour change, habit apps, personal development apps, motivation

How Marcus evaluates apps

Marcus weighs each app's stated method against what the research genuinely supports, flags any claim that overreaches, and centres his testing on whether a habit survives past the first few weeks.

Articles by Marcus

Articles Marcus reviewed

Find Marcus on LinkedIn.

Marcus works to our published review methodology.

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