More engagement isn’t the same as better support
What Maibel’s photo experiments taught me about encouragement, expectations and the economics of AI companionship.
Read article ↗MABEL LOH · FOUNDER OF MAIBEL
Helping women
feel stronger.
And supported
along the way.Helping women feelstronger. And supportedalong the way.
I’m Mabel - a former educator, women’s wellness coach and founder of Maibel. I'm building the support I once needed: an AI wellness companion that helps women feel encouraged, build healthier habits and keep going when life gets complicated.I’m Mabel - a former educator, women’s wellness coach and founder of Maibel. I'm building the support I once needed: an AI wellness companion that helps women feel encouraged, build healthier habits and keep going when life gets complicated.
Small real-world wins unlock more of his story.
That’s where coaching meets a little chemistry.
FEATURED IN & SUPPORTED BY
Healthy habits.
With someone in your corner.
Meet your AI wellness companion — personal encouragement, small daily steps, and a story that grows with your progress.
Meet your AI companionTHE PERSON BEHIND THE PRODUCT
I built the change
I once thought impossible.
First I lived it.
Then I coached it.
Now I’m building what I wished existed.
I lost 45kg and spent 5+ years coaching women. Knowing what to do was rarely the whole problem. Having support when life got complicated was.
My English literature background shaped how I think about character, context and the stories we tell ourselves. Coaching taught me when encouragement helps—and when it becomes pressure.
Maibel brings those threads together. I’m learning in public, building the systems, and asking what better support could feel like.
More of my storyBEHIND THE EXPERIENCE
More than
a warm reply.
Behind Maibel, I’m working on what makes support useful: remembering what matters, knowing when to give space, and staying consistent over time.
Remember what matters.
Carry useful context forward, while making room for what has changed.
Inside the relational systemKnow when to give space.
Decide when to encourage, when to coach, and when to step back.
Explore what I’m buildingEarn trust over time.
Test whether support stays thoughtful and consistent across conversations.
From literature to AI systemsFROM THE BLOG
Notes from
the messy middle.
Making healthy habits worth coming back to
A year ago, I went on MONEY FM 89.3 to explain why women might want an AI Korean oppa coach who helps them build healthier habits. Now I have to give them a reason to keep him…
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What joining BLOCK71 means for Maibel
Thought I’d fumbled my shot at joining BLOCK71 because I forgot incubator interviews involved pitching. One minute into my interview, I was asked for my pitch. Cue: awkward sm…
Read article ↗A FEW SIDES OF ME
Building. Speaking.
Getting stronger.
The work happens at a desk, in a room full of people, and sometimes under a barbell.
Building
Taking Maibel into the world
A product becomes real when people can try it.
Speaking
Inside the AI conversation
Sharing the work behind a wellness companion.
Strength
Where I learned consistency
Strength training has been part of the story all along.
Building
Learning from women
The conversations behind what I build.
Speaking
The founder story, out loud
From coaching to building an AI wellness companion.
Strength
A different relationship with myself
More than a number on a scale.
Building
Still learning. Still building.
At AI Engineer Singapore, May 2026.
Speaking
Women building what comes next
Talking about the leap from experience to entrepreneurship.
SPEAKING, MEDIA & MAIBEL COLLABORATIONS