SoHookd

What SoHookd does

SoHookd is a workplace wellness platform, founded in 2016 and headquartered in Washington, DC, that operates a curated wellness marketplace combined with educational and engagement programming for employer workforces. Its core product set comprises three offerings: an Incentives Marketplace where employees redeem wellness credits for products and services from brand partners (BetterHelp, Blue Apron, Daily Harvest, Fitbit, Nike, Spa Week); Wellness Webinars offering 250+ expert-led virtual sessions in 15-, 30-, and 60-minute formats across mental health, nutrition, fitness, sleep, and financial well-being, delivered in English and Spanish; and Wellness Challenges featuring 10+ themed programs designed for low-friction participation without apps or wearables. Add-on modules include Virtual Wellness Fairs, Wellness Gift Boxes, and Bike Events. The platform is delivered as a managed, web-based service with SOC 2 Type II and GDPR compliance; it has no native mobile app, no public API, and no disclosed third-party integrations.

Name

SoHookd

Legal name

SoHookd, Inc.

Website

https://sohookd.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

SoHookd is a workplace wellness platform that delivers a curated incentives marketplace, 250+ expert-led webinars, and themed wellness challenges to employers, health plans, and brokers/consultants for distribution to employee populations.

Ownership category

akta.pro rank

Product category

Corporate Wellness Platform

NAICS

Business Service Centers (56143)

SIC

Services-Facilities Support Management Services (8744)

akta.pro industry

PRIMARYBPAMAHAF

Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa)

Business & Public Services/Web, Mobile & Digital Platforms/On-Demand, Gig & Local Services Platforms

Keywords

• Workplace wellness platform
• Employee wellness benefits
• Corporate wellness engagement
• Wellness incentives marketplace
• Employee wellness programs

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Webinar Subscriptions/Licensing: Organizations pay for access to wellness webinars. Standard webinars priced at $1,000 per session (60 minutes, unlimited participants). Specialized content like Breastfeeding 101 priced at $1,350.
2. Virtual Wellness Fair Events: Flat fee of $4,000 per virtual wellness fair event, including custom agenda, half-day programming, and 30-day content access.
3. Marketplace Commission: The platform enables employers to gift wellness rewards through the marketplace. SoHookd generates revenue by aggregating and fulfilling wellness products and services from curated brand partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

SoHookd is a workplace wellness platform that delivers an integrated benefits ecosystem combining an Incentives Marketplace, Wellness Webinars, and Wellness Challenges to drive employee engagement with wellness benefits. The platform is offered to employers, health plans, and brokers/consultants and provides mobile-friendly, multilingual content and rewards without requiring apps or wearable devices.

Product overview

SoHookd is a workplace wellness platform offering a unified benefits ecosystem with three core solutions: an Incentives Marketplace for redeeming wellness credits on curated products and services, Wellness Webinars with 250+ expert-led virtual sessions on health topics, and Wellness Challenges with 10+ themed programs to encourage healthy habits. Additional offerings include Virtual Wellness Fairs, Wellness Gift Boxes, and Bike Events. The platform serves employers, health plans, and brokers/consultants, delivering wellness incentives that drive employee engagement across in-office, hybrid, and distributed workforces.

Differentiator

Problem solved

Functional benefit

Products and services

• Incentives Marketplace
• Wellness Webinars
• Wellness Challenges
• Virtual Wellness Fairs
• Wellness Gift Boxes
• Bike Events

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• BetterHelpcoreTechnology or IntegrationMental wellness partner on the SoHookd Incentives Marketplace. BetterHelp provides online therapy and counseling services that employees can redeem through the wellness marketplace as part of mental health benefits.
• Blue AproncoreTechnology or IntegrationHealthy meal delivery partner on the SoHookd Incentives Marketplace. Blue Apron provides ingredients and recipes for home-cooked meals that employees can access through the wellness rewards program.
• Daily HarvestcoreTechnology or IntegrationNourishment partner on the SoHookd Incentives Marketplace. Daily Harvest provides healthy, plant-based meal and snack options redeemable as wellness rewards.
• FitbitcoreTechnology or IntegrationWellness tech partner on the SoHookd Incentives Marketplace. Fitbit provides fitness tracking devices and services available as wellness rewards to encourage physical activity.
• NikecoreTechnology or IntegrationFitness and apparel partner on the SoHookd Incentives Marketplace. Nike provides athletic apparel and fitness offerings redeemable through the wellness marketplace.
• Spa WeekcoreTechnology or IntegrationSelf-care and wellness experience partner on the SoHookd Incentives Marketplace. Spa Week provides spa and wellness experiences available as rewards for employee wellness engagement.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wellable: Wellable is a corporate wellness platform offering wellness challenges, rewards/incentives, and content for employers. It is the most directly comparable peer to SoHookd, with a similar product mix (challenges + rewards marketplace + webinars) and the same employer buyer persona.
• Wellhub (formerly Gympass): Wellhub is a corporate wellbeing platform that aggregates fitness, wellness, and mental health partners into a single employer-subsidized subscription. It competes directly with SoHookd's marketplace-led engagement model and targets the same employer/HR buyer.
• Headspace for Business: Headspace for Business sells mental wellness content, meditation, and engagement tools directly to employers and health plans. It competes most directly with SoHookd's mental wellness content and webinar library and shares the same B2B2C employer distribution model.
• Calm Business: Calm Business offers meditation, sleep, and mental wellness content to employers as an employee benefit. Like SoHookd, it sells through HR/benefits buyers and through health plan partnerships, and competes for the same mental wellness budget dollars.

Broad incumbents

• Virgin Pulse / Personify Health: Personify Health (formed from the Virgin Pulse acquisition) is a large, established enterprise wellness and health benefits platform. It overlaps with SoHookd's incentive, challenge, and content offerings but bundles them into a much broader health plan navigation and analytics suite.
• Limeade: Limeade is an established employee wellbeing and engagement platform used by mid-market and enterprise employers. It overlaps with SoHookd's engagement, content, and incentive capabilities but operates at a much larger scale and is typically deployed as a company-wide wellbeing program.
• Welltok: Welltok is a health activation platform that helps health plans and employers drive member/employee engagement through personalized content, incentives, and wellbeing programs. It overlaps with SoHookd's incentive-marketplace and content-driven engagement approach, primarily at the health-plan buyer level.
• Castlight Health: Castlight Health provides enterprise health benefits navigation and wellbeing engagement tools to large employers and health plans. It shares SoHookd's employer/health-plan GTM and incentive-based engagement model but is positioned as a broader navigation and analytics platform.

Emerging players

• Spring Health: Spring Health is a mental health benefits platform sold to employers and health plans, combining therapy, coaching, and digital content. It is a more specialized emerging player that overlaps with SoHookd's mental wellness category and competes for the same employer wellness budget.
• Modern Health: Modern Health is a global mental health platform offering therapy, coaching, and self-guided content to employers. It is an emerging point solution competing for the mental wellness slice of SoHookd's employer wellness benefit and often sits alongside or instead of SoHookd in employer stacks.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sohookd
• Facebookfacebook.com/sohookd
• LinkedInlinkedin.com/company/sohookd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SoHookd