moonbird

What moonbird does

moonbird is a Belgian health technology company that designs and sells handheld tactile breathing devices for adults (moonbird, $149.99) and children ages 6-12 (moonbuddy, $99.99). The devices physically expand and contract in the palm to guide breathing rhythm, eliminating the need for a screen during practice, while the adult device includes an optical PPG sensor that measures heart rate variability (HRV) in real time. The hardware pairs with a freemium iOS/Android app that provides biofeedback, integrates with wearables (Oura, Apple Health, Google Health Connect, WHOOP, Garmin), and unlocks an AI coach called Aura on the premium tier ($9.99/month or $79.99/year). Aura reads HRV and emotional check-ins to personalize breathing pace, adapting sessions in real time and retaining user history to refine recommendations over time.

The company makes money through one-time hardware sales as the primary revenue driver, plus a recurring premium subscription that adds the AI coach, personalized pace discovery, and advanced HRV insights. Distribution is direct-to-consumer via its own Shopify storefront and Amazon FBA, supported by EU insurance reimbursement partnerships with Dutch (Zilveren Kruis, Menzis, ONVZ) and Belgian (CM, Helan) health insurers covering up to 50% of device cost. Secondary channels include a clinical 'in practice' program for therapists, a 'moonbird for teams' corporate wellness program, and a developing wholesale/retail footprint. The company has accumulated 80,000+ customers and 2.1M breathing sessions, and backs its claims with six peer-reviewed or under-review studies across eight research institutions in Belgium, the Netherlands, and the US.

Founded in 2019/2020 by siblings Stefanie Broes (CEO) and Michael Broes (CTO) in Antwerp, Belgium, moonbird has disclosed approximately $2.5M in cumulative funding across multiple small rounds including a ~$1.74M round in November 2021 led by Akiles, Buysse & Partners, imec.istart, PMV, and Scale II. The team remains small (1-10 employees), operates a warehouse in Farmers Branch, Texas for US fulfillment, and runs a multi-channel marketing operation spanning content marketing, paid social, influencer/affiliate programs, and earned media coverage including CES 2025.

Name

moonbird

Legal name

Moonbird BV

Website

https://moonbird.life

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

moonbird is a Belgian health tech company that sells handheld tactile breathing devices (moonbird for adults, moonbuddy for children) that physically guide breath rhythm in the palm, paired with an AI-powered Aura coaching app using HRV biofeedback, distributed via DTC e-commerce, Amazon, EU insurance reimbursement, and clinical and corporate wellness channels.

Ownership category

akta.pro rank

Product category

Consumer Breathwork / Biofeedback Devices

NAICS

Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Mental Wellness & Stress Management Devices (Biofeedback, Meditation/Neurostimulation Devices) (CRACAQAL)

akta.pro secondary industry

Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH)

Keywords

• Breathwork devices
• HRV monitoring
• Stress relief tools
• Sleep wellness devices
• Tactile biofeedback hardware

Headquarters

HQ city

Sint-joost-ten-node

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Device Sales: One-time purchase of moonbird breathing device ($149.99-$199.99) and moonbuddy children's device ($99.99). Includes basic app access. Primary revenue driver with 80,000+ customers and 2.1M sessions logged.
2. Premium App Subscription: Monthly ($9.99) or annual ($79.99) subscription for premium app features including Aura AI coach, personalized breathing pace, advanced HRV insights, and tonight's-sleep prediction. 7-day free trial. Device + 1-year premium bundle available at $199.99.
3. Accessories: Accessory add-ons including charging stand ($29.99), travel case ($29.99), sleep mask ($24, sold out), interchangeable sleeves for moonbuddy. Bundled starter packs and family packs offer value bundles.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Moonbird designs, manufactures, and sells handheld, tactile breathing devices (the moonbird for adults and moonbuddy for children ages 6-12) that physically expand and contract in the palm of the user's hand to guide breathing rhythm without requiring a screen. The devices incorporate optical PPG sensors for real-time HRV measurement and pair over Bluetooth with a companion mobile app that provides biofeedback, wearable integrations, and an AI-driven personalized breathing coach (Aura). The company sells directly to consumers online, offers an optional premium subscription for the AI coaching features, and distributes through insurance reimbursement, clinical, and corporate wellness channels.

Product overview

Moonbird offers a hardware-software ecosystem centered on tactile breathwork devices for stress reduction and sleep improvement. The core product portfolio includes two hardware devices—moonbird (adults, $149.99) and moonbuddy (children ages 6–12, $99.99)—both using physical expansion/contraction to guide breathing rhythm without screens. An iOS/Android companion app (free basic tier, premium subscription) adds AI coaching via Aura, real-time HRV biofeedback, personalized breathing pace discovery, and integrations with wearables (Oura, Apple Health, WHOOP, Garmin). Accessories include charging stand ($29.99), travel case ($29.99), and sleep mask ($24, sold out). Bundle options combine devices for families at $219.99 (Family Packs with Bibi or Barry) or pair device with accessories at $179.99 (Starter Pack). The company also offers professional programs for therapists and researchers, and insurance reimbursement partnerships in the EU (Zilveren Kruis, Menzis, ONVZ, CM, Helan).

Differentiator

Problem solved

Functional benefit

Brands

• moonbuddy: A cuddly, screen-free breathing companion for children ages 6-12. Features include tactile breathing guidance through expansion and contraction, one-button operation, four breathing rhythms, and automatic stop after four minutes. Available as Bibi the bird or Barry the bear character.
• Aura

Products and services

• moonbird device Handheld tactile breathing coach for adults ($149.99) that physically expands and contracts in the palm of the user's hand to guide breathing rhythm, with an optical PPG sensor for real-time heart rate and HRV measurement. Functions screen-free standalone or paired via Bluetooth with the companion app for biofeedback, AI coaching, and wearable integrations.
• moonbuddy Screen-free pediatric breathing companion ($99.99) for children ages 6-12, shaped as a cuddly animal (Bibi the bird or Barry the bear) that expands and contracts to guide breathing. One-button operation, four color-coded breathing rhythms, automatic stop after four minutes, no app/Bluetooth/Wi-Fi required, USB-C charging with 120-minute battery life.
• Family Pack (Bibi) Bundle ($219.99, $30 savings vs. individual purchase) pairing one Blue Green moonbird adult device with one Bibi the bird moonbuddy for children, including both USB charging cables and access to the moonbird app. Designed for shared family relaxation moments.
• Family Pack (Barry) Bundle ($219.99, $30 savings vs. individual purchase) pairing one Soft White moonbird adult device with one Barry the bear moonbuddy for children, including both USB charging cables and access to the moonbird app.
• Starter Pack Bundle ($179.99, $30 savings) pairing a Soft White moonbird device with a travel case and charging stand, designed to support building a daily breathing habit with home and travel accessories.
• Charging Stand Magnetic charging dock ($29.99) for moonbird and moonbuddy devices, featuring an anodized aluminum weighted base (8 cm diameter × 2.48 cm height, 406 g), magnetic alignment, and included USB-C cable. Two-year warranty.
• Travel Case Compact padded travel case ($29.99) for the moonbird device and USB-C charging cable, with woven polyester outer, EVA semi-rigid shell, soft velvet interior lining, magnetic closure, and slim profile. Dimensions 12 × 5 × 4.3 cm, weight 104 g. Two-year warranty.
• Sleep Mask Ultra-soft, lightweight sleep mask (85% cotton / 15% polyester, 70 g) with adjustable velcro strap and contoured design to reduce eye pressure. Currently sold out. Two-year warranty.

Quantifiable outcome

• 18% stronger body response at personal breathing pace vs standard 6 BPM
• +9 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability6 records

Feature7 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Zilveren KruiscoreChannel Partner/ Reseller/ DistributorDutch health insurance provider offering 50% reimbursement on moonbird devices for customers with collectief aanvullend verzekerd (collective supplementary insurance) at 3 or 4 star level. Customers fill out form, receive discount, insurer pays 50% directly to moonbird. Key EU market partnership.
• MenziscoreChannel Partner/ Reseller/ DistributorDutch health insurance provider that reimburses part of the cost of moonbird and moonbuddy. One of multiple EU insurance reimbursement partnerships.
• ONVZcoreChannel Partner/ Reseller/ DistributorDutch health insurance provider that reimburses part of the cost of moonbird and moonbuddy.
• CMcoreChannel Partner/ Reseller/ DistributorBelgian health insurance provider (Christelijke Mutualiteit) that reimburses part of the cost of moonbird and moonbuddy for members.
• HelancoreChannel Partner/ Reseller/ DistributorBelgian health insurance provider that reimburses part of the cost of moonbird and moonbuddy for members.
• OuracoreTechnology or IntegrationWearable integration partnership. moonbird app connects with Oura Ring to pull sleep, recovery, and activity data for context alongside breathing sessions. Integration allows users to see correlation between breathwork and Oura metrics.
• Apple HealthcoreTechnology or IntegrationHealth platform integration via Apple HealthKit. moonbird can read data from and write mindful minutes/mindfulness sessions back to Apple Health. Bidirectional integration for iOS users.
• Google Health ConnectcoreTechnology or IntegrationAndroid health platform integration via Health Connect. Enables similar data sharing as Apple Health for Android users.
• WHOOPcoreTechnology or IntegrationWearable integration partnership. WHOOP users can connect their data to see breathwork impact on recovery and sleep metrics. Used in Red Flames elite athlete pilot study.
• LicaLab (Thomas More University)coreStrategic or Co-development PartnerIndependent research lab co-developed moonbuddy product. Research partnership for pediatric breathing device design and validation. Thomas More University affiliated research facility.
• University of LiègecoreStrategic or Co-development PartnerResearch partnership with Coma Science Group, GIGA-Consciousness. Co-authored Honinx 2025 study with Prof. Steven Laureys (Professor of Neurology). Ongoing research collaboration in breathwork and HRV.
• KU LeuvencoreStrategic or Co-development PartnerResearch partnership for clinical studies on breathwork, sleep, and stress. Ongoing collaboration with university researchers on therapeutic applications.
• University of AmsterdamcoreStrategic or Co-development PartnerResearch partnership on real-world effects on HRV consumer data analysis. 2026 study under review with 552 real-world users across 84 sessions.
• University of AntwerpcoreStrategic or Co-development PartnerResearch partnership for clinical studies. Collaborating on breathwork research alongside other Belgian universities.
• Koning Elisabeth InstitutecoreStrategic or Co-development PartnerResearch partnership for elite athlete studies. Red Flames (Belgian National Football Team) pilot conducted in partnership with this institute.
• Pepperdine UniversityminorStrategic or Co-development PartnerInternational research partnership with US university for breathwork and HRV research studies.
• OpenAIcoreTechnology or IntegrationAI service provider for voice-guided coaching sessions. Processes voice data in real-time for Aura AI coach. Data not stored by moonbird, retained by OpenAI for max 30 days per data processing agreement.
• ElevenLabscoreTechnology or IntegrationAI voice processing provider for Aura AI coach voice interactions. Real-time voice processing for personalized coaching sessions. Max 30-day retention per DPA.
• Google GeminicoreTechnology or IntegrationAI provider for generating session summaries and emotion analysis. Processes session data for insights without storing raw voice audio.
• ShopifycoreTechnology or IntegrationE-commerce platform hosting moonbird.life online store. Provides storefront infrastructure, payment processing, and order management.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• HeartMath (Inner Balance): HeartMath's Inner Balance is the most direct competitor — a handheld biofeedback device paired with a heart-rate sensor and app for coherence training. It targets the same stress/sleep/focus use cases as moonbird using HRV-guided breathing, though it relies on an ear-clip sensor rather than thumb PPG.
• Breathwrk: Breathwrk is a leading mobile breathing and HRV coaching app with guided exercises, AI personalization, and wearable integrations. It is a direct competitor on the app layer to moonbird's premium Aura subscription, though it lacks moonbird's tactile hardware component.
• Welltory: Welltory is an HRV-driven wellness app offering personalized breathing exercises, stress monitoring, and integrations with wearables (Apple Health, Garmin, Oura). It directly competes with moonbird's premium Aura app on the personalized HRV biofeedback layer.

Broad incumbents

• Calm: Calm is a broad incumbent in the consumer wellness and meditation app space, with breathing exercises, sleep stories, and mental health content. It competes with moonbird's premium app offering and has far greater brand recognition and content library, though no hardware.
• Headspace Health: Headspace is a broad incumbent in meditation, sleep, and mental health with a B2B employer channel (Headspace for Work). It competes with moonbird's premium app subscription and corporate wellness program, but lacks tactile hardware and HRV personalization.
• WHOOP: WHOOP is a subscription wearable platform with built-in HRV, sleep, and strain tracking. While WHOOP is both a partner (via integration) and a competitor, its on-device breathing and recovery features increasingly overlap with moonbird's premium AI coaching use cases.
• Garmin: Garmin's fitness watches include 'Breathwork' guided breathing sessions, HRV status, and sleep tracking. As a broad incumbent with massive distribution, Garmin is a competitor at the integration/HRV layer but lacks moonbird's tactile, screen-free form factor.
• Oura: Oura is a sleep/recovery ring with HRV and readiness tracking. Although Oura is a moonbird integration partner, its expanding app-side breathing and recovery features create competitive overlap for users choosing between a ring subscription and moonbird's hardware-plus-subscription bundle.

Emerging players

• Elite HRV: Elite HRV is a heart-rate variability and readiness app geared toward athletes and coaches, with HRV-guided breathing protocols. It overlaps with moonbird on HRV biofeedback and elite sports use cases (e.g., Red Flames-style pilots).
• Spire (now Mindstrong): Spire built a wearable breath/activity sensor for stress detection and guided breathing. It is an emerging competitor in the HRV/breathing wearable category and was part of the same consumer biofeedback wave as Inner Balance and moonbird.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/moonbird_life
• LinkedInlinkedin.com/company/moonbird
• Instagraminstagram.com/moonbird.life
• TikToktiktok.com/@moonbird.life
• Facebookfacebook.com/moonbird.life

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors5 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 moonbird