Proper says its sleep coaching is provided by vetted, board-certified health and wellness coaches under the guidance of a clinical psychologist and behavioral sleep medicine specialist, reports New York Business Journal.

“Proper aims to help solve what the CDC has identified as a public health crisis – insufficient sleep — with a truly more holistic and personalized solution,” said founder and CEO of Nancy Ramamurthi. “Proper has combined the best of natural, safe, evidence-based sleep supplements with expert behavioral coaching, which consumers have not traditionally been able to access.  Now, thanks to the increasing popularity of telehealth, sleep coaching can be delivered online.”