OpenUp

What OpenUp does

OpenUp is an Amsterdam-based B2B digital mental well-being platform founded in 2020 that sells enterprise subscriptions to employers so their employees and immediate family members can access psychologists, lifestyle experts, financial coaches, and self-guided well-being content on demand. The company positions its offering around no waiting lists (access typically within 48 hours versus multi-month waits for conventional care), anonymity, sessions available in 40+ languages, and coverage that extends to family members, with delivery through a web platform (MyOpenUp), native iOS/Android apps, and an HR-facing reporting dashboard. As of the most recent disclosures, OpenUp serves more than 2,000 corporate customers across the Netherlands, Germany, the United Kingdom, France, and Belgium, reaching approximately 600,000 employees and their families, and reports annual recurring revenue of around €20 million with the company already profitable five years after founding.

The product is a multi-modality well-being suite rather than a single therapy tool: it bundles 1:1 mental health coaching, lifestyle coaching (sleep, nutrition, hormones), confidential financial coaching, manager and leadership coaching, peer-to-peer learning, group workshops and webinars (OpenUp Spaces), 15+ self-directed courses, a 24/7 crisis support line, and a digital vitality check (ePMO), with ISO 27001 and NEN 7510 information security certifications. The technology stack is built on Microsoft Azure and includes an AI-assisted session-notes feature that uses secure transcription and summarization to help clinicians draft notes, with explicit anonymization and an opt-out from model training. Notable customers include Rabobank, KPMG, McDonald's, Oatly, Décathlon, HelloFresh, Mollie, and Flix SE.

The business model is overwhelmingly B2B subscription, sold through an enterprise field-sales motion with demo-request-driven pipeline, supported by content marketing, SEO, webinars, and an employee referral program that generates bottom-up demand inside client organizations. Total disclosed funding stands at approximately €35 million across a €15M Series A in 2022 (with Achmea Innovation Fund participating) and a €20M growth round in March 2026 led by Belgian growth-equity firm Smartfin with Rubio Impact Ventures co-leading. The 2026 capital is explicitly earmarked for further European expansion, particularly into Germany, and for potential acquisitions in a fragmented European mental health market.

Name

OpenUp

Legal name

OpenUp B.V.

Website

https://openup.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

OpenUp is an Amsterdam-based B2B platform founded in 2020 that sells enterprise subscriptions giving employees and families on-demand access to psychologists, lifestyle and financial coaches, and well-being courses in 40+ languages, serving 2,000+ corporate customers across five European countries.

Ownership category

akta.pro rank

Product category

Mental Health & Employee Assistance Platform

NAICS

Health and Welfare Funds (525120), Individual and Family Services (6241)

SIC

Services-Social Services (8300), Services-Prepackaged Software (7372)

akta.pro primary industry

Open Lesson Plans & Teaching Units (K–12) (EDAGAJAI)

akta.pro secondary industry

Online/Hybrid Lifelong Learning Platforms & Open Enrollment Programs (EDAAAEAL)

Keywords

• Mental health platform
• Employee assistance program
• Workplace wellbeing
• Digital therapy services
• Corporate wellness benefits

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. B2B Enterprise Subscription: Subscription-based model where companies pay to provide mental health benefits to employees. Serves 2,000+ corporate customers across five European countries. Company is profitable with annual recurring revenue of around €20 million.
2. Individual Sessions: Three-session card available for €249 for individual users whose employers don't partner with OpenUp. First session is free.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

OpenUp is a B2B digital mental well-being platform that delivers on-demand 1:1 sessions with licensed psychologists, lifestyle experts, and financial coaches, complemented by workshops, self-directed learning, and HR analytics dashboards. Companies subscribe on a per-employee basis to provide employees and their families fast, anonymous access to mental, physical, and financial well-being support in 40+ languages across five European countries.

Product overview

OpenUp is an all-in-one B2B mental well-being platform for the workplace, offering a comprehensive suite of services across three main user segments: Employees, Managers & Leaders, and HR & Organisations. The core platform integrates Mental Health Coaching (1:1 sessions with licensed psychologists), Lifestyle Coaching (sleep, nutrition, hormones), Financial Coaching, Workshops & Webinars, and Self-Directed Learning (15+ courses). For managers, the platform offers Leadership Coaching, Peer-to-Peer Learning, and Mental Health Training. For HR, it provides Company Reporting & Insights dashboards, Vitality Check (ePMO), and 24/7 Support Line. Additional features include OpenUp Spaces (group sessions, masterclasses, mindfulness), the MyOpenUp mobile app (iOS/Android), an HR Platform dashboard, and OpenUp Family (add-on allowing employees to share services with family members). Sessions are available in 40+ languages with no waiting lists.

Differentiator

Problem solved

Functional benefit

Products and services

• Mental Health Coaching & Therapy On-demand 1:1 sessions with licensed psychologists providing mental health support without long waiting times, available in 40+ languages for employees and their families.
• Lifestyle Coaching Expert 1:1 support on sleep, nutrition, hormones, and physical well-being delivered by lifestyle doctors and nutritionists.
• Financial Coaching Confidential financial guidance to reduce money-related stress, delivered by financial well-being experts.
• Workshops & Webinars Expert-led group sessions and masterclasses covering a wide range of well-being topics for employees and managers.
• Self-Directed Learning Self-paced tools and over 15 online courses for everyday resilience, including a well-being tracker with personalised check-ins.
• Leadership Coaching Private 1:1 coaching for managers and leaders to grow their leadership capabilities and resilience.
• 24/7 Support Line Immediate mental health support line available 24/7 for employees in difficult moments.
• Company Reporting & Insights Real-time dashboards for HR to track employee well-being, platform usage metrics, and people analytics outcomes.
• Vitality Check (ePMO) Digital well-being scan providing company-wide insights into employee health trends.
• OpenUp Spaces Online group sessions including masterclasses, interactive group sessions, and guided mindfulness practice.
• MyOpenUp App Mobile application (iOS and Android) for employees to access sessions, book appointments, and use self-guided resources.
• HR Platform Dedicated dashboard for HR clients to access actionable insights, reports, and resources for managing the OpenUp benefit.
• Individual Three-Session Card Pay-as-you-go package of three 1:1 sessions priced at €249 for individual users outside the B2B employer programme, with a first session available free for new users.

Quantifiable outcome

• 74% of OpenUp users experience greater productivity at work
• +4 more outcomes

Named customers13 records

Segments7 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Scale indicators11 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Unmind: UK-headquartered B2B mental health and wellbeing platform serving employers with therapy, coaching, self-guided content, and analytics — directly comparable to OpenUp in both customer (enterprise HR) and product (multi-modal mental wellbeing) across European markets.
• Lyra Health: US-based B2B mental health platform offering therapy, coaching, and medication management to employers. Highly comparable business model and product surface to OpenUp, with active European expansion efforts competing for the same multinational accounts.
• Modern Health: B2B mental health platform providing therapy, coaching, and digital programs to global employers. Closely mirrors OpenUp's enterprise-led, multi-modality approach and is expanding internationally.
• Spring Health: Enterprise mental health benefit provider combining therapy, coaching, medication, and AI-driven care navigation. Directly comparable in offering breadth and target buyer (HR/benefits decision-makers).
• Headspace for Work: Headspace Health's B2B arm offering mindfulness, therapy, and coaching subscriptions to employers. Competes with OpenUp for the same corporate mental-wellbeing budget, with broader consumer brand awareness.
• Calm Business: Calm's enterprise arm selling meditation, sleep, and mental wellness subscriptions to employers. Overlaps with OpenUp's mindfulness and self-directed learning offerings for corporate buyers.
• Spill: London-based workplace therapy platform delivering mental health support to UK and European employers via Slack/Teams integration. Directly competes with OpenUp in the European mid-market segment.
• Oliva: UK-headquartered B2B mental health platform combining therapy, coaching, and self-help for European employers. Closely aligned with OpenUp in clinical model and enterprise go-to-market.

Regional players

• Mindler: Swedish digital mental health provider offering online therapy and psychiatry via app, serving both consumers and B2B customers in the Nordics and select European markets — regional adjacency to OpenUp's footprint.

Emerging players

• Wysa: AI-chatbot-first mental health platform serving employers and health plans globally. Partial overlap with OpenUp — competes on digital front-end and self-guided support, but lacks OpenUp's clinician-led core.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 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 OpenUp