Talk it through with Norm
Your CBT-informed support companion, built to help you through the moments that matter most.
Whether you’re facing a strong urge, working through a setback, or noticing old habits creeping back in, Norm helps you slow things down, make sense of what’s happening, and choose your next step with confidence.
The more you use it, the more it understands your patterns, helping you stay one step ahead of future urges.
Private by design • Built with clinicians • Available whenever you need it
Meet Norm
This was never a willpower problem
If breaking a habit was simply about trying harder, you’d have done it already.
The challenge is that urges often arrive before you’ve had time to think. That’s how habits become automatic.
Norm is built around CBT principles that help you interrupt those moments, understand what’s driving them, and gradually replace old patterns with healthier ones.
How Norm helps
From understanding today’s urge to preventing tomorrow’s.
Understand what's behind the urge
Norm helps you recognise what’s driving the moment, so it feels easier to respond with intention instead of reacting automatically.
Get through the moment
When an urge hits, Norm guides you through practical, CBT-informed techniques that help you pause, refocus, and move forward.
Stay one step ahead
The more you use Norm, the more it learns your routines and triggers, helping you spot patterns before they become urges.
What it's like to use Norm
Four things Norm does, from the first message to the long haul.
1
Start with what's happening
There’s no right way to begin. Whether you’re facing a strong urge, reflecting on a setback, or trying to make sense of a difficult moment, simply tell Norm what’s on your mind.
Norm meets you where you are.
2
Receive practical guidance
Norm responds with calm, CBT-informed guidance tailored to what you’re experiencing.
It helps you slow things down, understand what’s driving the moment, and focus on one practical next step.
3
Learn your patterns
Over time, Norm begins to recognise the situations, routines, and triggers that tend to lead to urges.
The more it understands your habits, the more personalised your support becomes.
4
Build healthier habits
Small moments lead to lasting change. By helping you respond differently each time, Norm makes healthier habits easier to build and easier to maintain.
What Norm learns
The patterns you'd never spot on your own
The more you use Norm, the more it uncovers the routines, situations, and triggers that quietly shape your habits. Those insights help you prepare for urges before they happen, making small changes at the right time feel easier to stick with.
Your tougher moments
Early afternoon and late night are where it’s toughest for you.
Something we’ve noticed
Your strongest urges aren't random
They tend to show up late in the evening, when the day’s winding down and you’re on your own.
Suggested next step
Let's make tonight a little easier
Because your urges tend to happen later in the evening, try charging your phone outside the bedroom before bed.
Built with clinicians
Support you can trust
Grounded in cognitive behavioural therapy and developed with clinical input, Norm helps you understand your habits, navigate urges with greater confidence, and build healthier patterns that last.
Private by design
Talking about porn isn’t easy. Keeping it private should be.
Nothing gives it away
Notifications, messages and emails are designed to stay discreet, so nobody else needs to know you’re using Normal.
What you share stays private
Your conversations are encrypted, confidential, and never used for advertising or sold to anyone.
Built with your safety in mind
If you ever need more than AI support, Normal will guide you towards the right human help.
Norm supports behaviour change. It isn’t a replacement for clinical mental health care or emergency services.
If you’re experiencing a mental health crisis or are in immediate danger, call 999 or go to your nearest emergency department.
If you’re having thoughts of suicide or self-harm, contact Samaritans on 116 123, free, any time.
FAQs
Frequently asked questions
What is Norm?
Norm is your CBT-informed support companion inside the Normal app. It’s designed to help you understand your habits, work through urges in the moment, and build healthier patterns over time using proven behavioural techniques.
How does Norm help when I get an urge?
You can message Norm whenever an urge hits, after a slip, or whenever you’re struggling.
It helps you slow the moment down, understand what’s driving the urge, and guides you towards practical actions that make it easier to choose differently.
Is what I share private?
Yes.
Your conversations are encrypted and private. Nothing is shared unless you choose to, and your data is never sold or used for advertising.
Can Norm replace therapy?
No.
Norm is designed to support behaviour change, not replace mental health care. If you need clinical support, it can sit alongside the care you’re already receiving.
Does Norm learn about me?
Yes.
As you use it, Norm begins to recognise your routines, triggers and difficult moments, so the support becomes more personal and relevant over time.
What happens if I'm in crisis?
Norm isn’t monitored by a person in real time and isn’t an emergency service. If you’re in immediate danger or need urgent mental health support, contact your local emergency services or the appropriate crisis support service straight away.
Talk it out with Norm
Whatever is going on, this is a good place to put it. Norm is here, any hour, and it will not judge you.
