Meet the
future you

UJJI is the world's first game-based life coaching app.
Our fun and rewarding personal growth journey has been created to help you start winning in life. UJJI's proven life coaching techniques were transformed into games and activities that guide you in achieving your goals.

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It's time to win against
the akrasia effect

92% of people are giving up on their goals and dreams every year -Statistic Brain Research Institute. This is due to Akrasia, a well-known invisible force that prevents you from following through on what you set out to do. We have put together a powerful combo to help you beat your procrastination.


Our proprietary methodology is backed by neuroscience validated life coaching techniques that are proven to deliver results across the board.

Serious Games

We've created well-thought narratives combined with instructional design to deliver scenario based learning with legitimate scientific evidence.

Artificial Intelligence

Individual data fuels machine learning which provides our users with a unique, personalised experience towards their self-development.

How the app works

A walk-through of the mobile experience

Create your avatar

Studies show that people progress their real “them” effectively when projecting themselves onto a virtual version of themselves. When downloading UJJI, you’ll get to play with your virtual “you” to improve your real “you”.

Assess yourself personally

We all have strengths and areas for improvement. Our self-assessment tool will drill into your personality to better understand how you respond to rules and procedures in order to begin personalising your self-development experience in the virtual and real world.

Follow your path

The app will automatically navigate you through a virtual world, guiding you to the games that are  relevant to your personal growth, helping you develop the skills you individually need.

Play games

Based on your self-assessment, you'll engage with tasks that will help you learn and master the skills you need. For example, if you feel you're lacking focus, you'll play the "Power of Conscious Decision-making" game.

Complete real tasks

In order to really see the effect these games have in your life, the app will ask you to flip between the virtual and the real world giving you the necessary tools to put your recently acquired skills to test.

Get rewards

Your goals can't seem too far away in the future to achieve. We're bringing the sense of winning closer to the present by providing you with social badges plus gifts and discounts from the brands you love the most.

The intertwined personal growth areas

Your areas of life are all connected. Learnings collected can help you start winning in the parts that are important to you.

Health & Wellbeing

Get yourself ready to face all there is to life by investing in a strong and healthy body, mind and soul.


Fulfil your needs by landing that dream job, getting a promotion, starting a business or transitioning careers.


Feel wholesome by nurturing existing relationships, building new ones and repairing those that aren't working.

Self Development

Invest in yourself by starting something new, correcting what's ongoing and finishing up what's yet to come to an end.


Do your part by improving your connection with the planet, overall environment and your local community.


Live the life you want by getting out of debt, saving money, increasing your income and become financially independent.


Live the life you want by getting out of debt, saving money, increasing your income and become financially independent.

How we help you
dribble procrastination

After years of exposure to life coaching, our team knows what keeps people from moving forward. We have tailored the UJJI experience around the triggers to help you start meeting your life goals.

Instant feedback

It’s normal. We all lack confidence in certain areas of our life. The UJJI experience provides instant feedback to help you get around your self-doubt.

Manageable and
enjoyable experience

Life today leaves us with no time to spare. Bite-sized sessions made up of games and activities provide  quick and effective personal growth.

Virtual and
real-life rewards

Our brain is wired to choose instant rewards over long-term pay-backs. Get gifts & discounts off the back of your performance from the brands you love.

What users think of our
self-development app

“I love the concept of unlocking my goals while receiving rewards and real life skills that I can put in practice right away! I am keen to gain some practical skills with an on the go app that I can use anytime and anywhere while also having fun with the gaming interface!”

Melania Lyons

Corporate Strategy Senior Manager 
United Kingdom

“Supporting personal growth and development has always been a priority for me and my team. UJJI uniquely provides the continual support and positive reinforcement needed to help people achieve their goals. Very compelling offering that we look forward to using to help our teams grow and achieve their personal and professional goals.”

Adam Thorpe

Senior Executive, Risk Professional and Attorney
Salt Lake City, United States

"We get so wrapped in everyday life that we tend to forget about life goals. Where do we want to be in five years? How do I make it happen? I can't wait for UJJI to come out and use it to stay focused and navigate towards those goals."

Maria Pousa

Marketing Executive
Barcelona, Spain

"If I could provide my staff, my friends, my kids and even myself with a personal coach, motivational guru and cheerleader... and one that is available anytime of day, in my pocket.... why wouldn’t I?I can’t wait to provide all my staff with UJJI to help them reach their potential.”

Joanna Ling

Founder & Executive Director
Borneo, Malaysia

“We are what we think……and if that’s true, an application like UJJI is vital for modern society, that is plagued by chronic self-doubt, body dysmorphia and low self-esteem. UJJI helps you visualize your full potential and through games and engagement plots a path to you becoming that representation. Simply put UJJI is helpful, healthy and healing.”

Muvirimi Kupara

Founder at Azuno Capital 
Cape Town, South Africa

“It’s very easy to be distracted by everyday life and lose focus on personal goals. An innovative app like UJJI will help me continuously learn and improve — and have fun while doing it.”

Gaude Paez

Senior Vice President & Head of Corporate Communications
Los Angeles, United States

“I believe that we become a better version of ourselves every day, mainly if we do pay attention to our self-development. Day by day I focus my attention in the development of my weaknesses and consolidate my strengths.Taking this into consideration, I look forward to this super interesting app that will allow me to keep enhancing my personal development.”

Patricia Camargo

Co-Founder and Lawyer
Sao Paulo, Brazil

“I’m very excited to use UJJI, because I would like to talk and get feedback about myself, decisions and more. I think UJJI is gonna be a good tool to have in this different moment that the world is living.”

Ana Cristina Rocha

Business Owner
London, United Kingdom

Check out our self-growth blog

See all blog posts

Ready to start setting life goals?

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Frequently asked questions

  • We have developed our very own methodology composed of validated life coaching techniques. Each technique is transformed into an UJJI serious game. For each and every serious game we develop, we have a hypothesis which is tested with real people that reflect our target audience. All research rounds are led by renowned neuroscientists and psychology professionals from the University of Oxford.

  • As users engage with UJJI, the machine is constantly learning about their preferences and needs. This guarantees the platform is able to continue personalising their experience. In other words, AI is there to help guide users towards the personal growth journey that is most relevant to them, ensuring time is well spent on collecting the learnings that are necessary to start achieving their life goals.

  • Each challenge contains data hooks in specific moments and areas of the game. This is used to understand user's individual preferences and needs in order to train our machine learning and guarantee more individualised challenge recommendations. UJJI is 100% committed to the GDPR laws and its rules, but more than that, we envisage creating the genuine ethics and morals of data collection and application which the digital world lacks today. At UJJI, we believe data should only be collected and applied to deliver on our users best interests, providing them with legitimate real-life benefits.

  • The scientific community is beginning to question the efficacy of simple gamification when promising to deliver cognition and wellbeing improvements. Instead, we're applying the concept of serious games. Studies show this method drives further scientific results and evidence across several fields of life. We're creating well-thought narratives combined with instructional design to deliver scenario based learning for the first time within the universe of personal development.

  • Not only do we want to provide users with social recognitions, we also want to offer them real life rewards such as gifts and discounts. So, let's say a challenge has determined you are not spending enough time with your family. One of your favourite ready-made meal brands could show up and offer you a free recipe cooking box for you to spend time with them on a Friday night. Or imagine if a challenge determines you are not dedicating enough time to physical activities... Your favourite sports brand could show up and give you a 10% discount on your next purchase. These are rewards that actually empower you in the present so you feel confident to continue progressing toward your future.

A portfolio company of the Oxford University Innovation Incubator
UJJI LTD is registered in England and Wales (Company No.12978940)
UJJI™ the UJJI™ logo are trademarks and trade names and may not be used or reproduced without our consent. 2020 UJJI Limited. All rights reserved.