Abstract Recently, considerable attention has been given to health and wellbeing applications, specifically to persuasive applications. Persuasive applications refer to any interactive computing system designed to transform users’ behaviours and attitudes. One of the major challenges of today’s world is that health and wellbeing applications are not sustainable and scientifically designed. However, value proposition (VP) as a denominator might enhance the efficacy of the persuasive health and wellbeing applications. Research has shown little evidence on the VPs in health and wellbeing applications. This paper proposes key VPs for the persuasive health and wellbeing applications. A literature review was conducted based on relevant articles on the value within the health domain. Hence, narrative synthesis literature review approach had been used. We proposed and evaluated these VPs into our built persuasive health and wellbeing applications. We found that the VPs works well with our applications which might enhance their efficacy in the long run.