Thync Global Inc. U.S.A. sells a wearable stress-reducing device for $149. But to actually use it, customers must pay a subscription fee every month. Is it overkill or a helpful nudge to get people to take their vitamins?

“It’s about supporting and promoting this kind of continuous, regular use and routines,” said Dr. Sumon Pal (pictured), co-founder and chief scientific officer at Thync Global.

About five years ago, the company began manufacturing the devices, Pal said in an interview at the recent Zuora Subscribed event in San Francisco, California. The Thync wearable device reduces stress and improves sleep by topically stimulating nerves connected to the brain stem, Pal told Jeff Frick (@JeffFrick), co-host of theCUBE, SiliconANGLE Media’s mobile live streaming studio. (* Disclosure below.)

“We’ve done three published studies, and we’ve tested thousands of subjects,” Pal said. A 10- or 15-minute session after a rough day can produce a calming effect, he stated. But overall well-being results from regular — not once-in-a-while — stress maintenance, he added.

Thync Global takes care of updates to the software application and replacement of the device’s proprietary pads. This keeps the device ready-to-use at any time, encouraging customers to keep up a regular routine.

Subscription feedback loop

Thync Global is not simply taking it upon itself to babysit customers. The device’s stimulation patterns are based on continually changing algorithms and programs, Pal explained. The subscription service helps pay for the technology updates, and customers’ incoming data helps Thync Global improve the product.

“For the software service and for the pads, you pay either $29.99 a month or you pay $19.99 a month, depending on a longer commitment,” Pal stated.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of Zuora Subscribed 2017. (* Disclosure: TheCUBE is a paid media partner for Zuora Subscribed 2017. Neither Zuora Inc., the event sponsor, nor other sponsors have editorial influence on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE