JOON
JOON is a Los Angeles-based Lifestyle Spending Account platform, founded in 2019, that lets employers offer flexible wellness and lifestyle benefits reimbursed automatically when employees use their personal cards, serving 75+ employers across the US, Canada, UK, and EU.
- Company typePrivate
- Founded2019
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What JOON does
JOON (legal entity JOON Enterprises, PBC) is a Los Angeles-based software company that operates a Lifestyle Spending Account (LSA) platform for employers. Founded in 2019 by Sebastian Elghanian (CEO) and Jonathan Shooshani (President), the company enables employers to offer flexible, pre-tax and employer-funded wellness and lifestyle benefits across 11 standard categories (Health & Wellness, Work From Home, Continuing Education, Family Care, Student Loans, Healthy Food, Commuting, Pet Care, Experiences, Donations, Advocacy) plus unlimited custom categories. Employees use their personal debit or credit cards rather than a prepaid benefits card; JOON's automatic purchase classifier, powered by Plaid (US/Canada) and TrueLayer (UK/EU) connectivity, determines eligibility and triggers reimbursement without manual receipt submission.
The platform differentiates itself from traditional prepaid-card or marketplace LSA models by removing merchant restrictions and eliminating rejected purchases at checkout, while handling automated tax withholding and integrating with employer payroll and HRIS systems. Supporting products include a Time Savings Calculator for ROI quantification, an LSA Benchmark Insights report, and a Wellness & Lifestyle Partner Discounts marketplace with 15+ brand partners including Peloton, Calm, AG1, Coursera, Eight Sleep, hims & hers, and BetterHelp. JOON also produces the WellBuilt Podcast as thought leadership content.
JOON sells on a subscription model with pricing starting at $250 per month, with no annual contracts and no prefunded accounts required. Distribution combines direct enterprise field sales, a self-serve employer demo flow, and a dedicated broker channel program targeting HR/benefits insurance brokers. The company reports 75+ employer customers and 1,000,000+ employees covered across the US, Canada, UK, and EU, and is SOC 2 Type 2 certified. Total disclosed funding is approximately $4.84 million, including a 2021 Alpha Edison-led round ($2.3M), a 2020 K5 Global round ($535K), and a 2025 strategic investment from ACQ Ventures ($2M).
JOON firmographics
Firmographics- Name
- JOON
- Legal name
- JOON Enterprises, PBC
- Website
- https://joon.io
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- JOON is a Los Angeles-based Lifestyle Spending Account platform, founded in 2019, that lets employers offer flexible wellness and lifestyle benefits reimbursed automatically when employees use their personal cards, serving 75+ employers across the US, Canada, UK, and EU.
- Ownership category
- akta.pro rank
JOON industry classification
Industry- Product category
- Employee Benefits Administration
- NAICS
- Insurance and Employee Benefit Funds (5251)
- SIC
- Hospital & Medical Service Plans (6324)
- akta.pro primary industry
- Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)
Keywords
Where JOON is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
JOON business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Revenue: JOON operates on a subscription model with pricing starting at $250 per month. The subscription includes one allowance and cadence, unlimited eligible categories, and a dedicated account manager. No annual contracts required - customers can cancel if not satisfied.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Base subscription starting at $250/month |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
JOON product offering
Product offeringCore offering
JOON provides a card-connected Lifestyle Spending Account (LSA) platform that enables employers to offer flexible wellness and lifestyle benefits to employees. Employees connect their personal bank accounts and cards via Plaid integration, and an AI-powered system automatically classifies purchases for eligibility and processes reimbursements across categories including health and wellness, work from home, learning, family care, and pet care. The platform includes payroll/HRIS integrations, automated tax compliance, and dedicated account management for employer clients.
Product overview
JOON is a unified Lifestyle Spending Account (LSA) platform designed for employee benefits administration. The core product is the card-connected JOON LSA Platform, which enables employers to offer flexible wellness and lifestyle benefits that employees access through their personal cards. Supporting tools include the Time Savings Calculator (for demonstrating ROI) and LSA Benchmark Insights (for program benchmarking). An add-on Wellness & Lifestyle Partner Discounts program provides exclusive brand partnerships. The WellBuilt Podcast serves as thought leadership content. JOON operates on a subscription model starting at $250/month with dedicated account management, targeting companies of all sizes seeking to enhance employee engagement through personalized benefits.
Differentiator
Problem solved
Functional benefit
Products and services
- JOON LSA Platform The primary Lifestyle Spending Account platform enabling employers to provide flexible, card-connected benefits to employees. Employees connect personal cards and bank accounts via Plaid integration and receive automatic reimbursements for eligible wellness and lifestyle purchases across categories including health and wellness, work from home, continuing education, family care, student loans, healthy food, commuting, pet care, experiences, donations, advocacy, and custom categories.
- Wellness & Lifestyle Partner Discounts Program Add-on discount program offering JOON users exclusive access to partner brands across wellness and lifestyle categories including fitness (Peloton, Tonal), nutrition (AG1, Seed), pet care, family services, and more.
- JOON Subscription Service Monthly subscription service providing employers access to the JOON LSA platform with one allowance and cadence, unlimited eligible categories, a dedicated account manager, and live chat support. Pricing starts at $250/month with no annual contracts required.
Quantifiable outcome
- 70-80%+ utilization rate for companies funding at $50+/month
- +4 more outcomes
Companies that use JOON
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
JOON technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability3 records
Feature4 records
JOON partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- FlexcoreFlex, an HSA and FSA growth platform, partnered with JOON to integrate HSA/FSA marketplace access into JOON's LSA platform. The partnership allows JOON-enrolled employees to access Flex's HSA/FSA marketplace directly through JOON's system, enabling purchases of eligible health and wellness products using pre-tax savings alongside employer-funded benefits.
- AmazonminorJOON partnered with Amazon to create the JOON x Amazon Storefront, offering brand discounts and exclusive deals for JOON users. Part of JOON's partner discount program.
- LadderminorPersonalized Strength Training App partner offering discounts to JOON users through the wellness partner program.
- CalmigominorAnxiety Relief Device partner offering discounts to JOON users through the wellness partner program.
- AG1 (Athletic Greens)minorDaily Nutrition Supplement partner offering discounts to JOON users through the wellness partner program.
- Thrive MarketminorHealthy Online Grocer partner offering discounts to JOON users through the wellness partner program.
- Daily HarvestminorHealthy Meal Delivery partner offering discounts to JOON users through the wellness partner program.
- Eight SleepminorIntelligent Bed Cooling System partner offering discounts to JOON users through the wellness partner program.
- PelotonminorFitness brand partner offering discounts to JOON users through the wellness partner program.
- CourseraminorOnline Learning Platform partner offering discounts to JOON users through the wellness partner program.
- TherabodyminorPercussive Therapy brand partner offering discounts to JOON users through the wellness partner program.
- PLUNGEminorCold Plunges & Saunas partner offering discounts to JOON users through the wellness partner program.
- TonalminorSmart Home Gym Machine partner offering discounts to JOON users through the wellness partner program.
- SeedminorProbiotics partner offering discounts to JOON users through the wellness partner program.
- BetterHelpminorProfessional Therapy partner offering discounts to JOON users through the wellness partner program.
- hims & hersminorPersonalized Healthcare for Men and Women partners offering discounts to JOON users through the wellness partner program.
- TalkspaceminorOnline Therapy & Medications partner offering discounts to JOON users through the wellness partner program.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
JOON competitors and assessment
Company assessmentDirect peers
- Forma: Forma is a direct LSA competitor offering flexible benefits accounts with a similar card-connected or reimbursement model for employer-funded lifestyle benefits. It competes head-to-head for the same mid-market and enterprise customers and brokers JOON targets.
- Compt: Compt is a direct LSA platform competitor providing employer-funded lifestyle spending accounts with category-based reimbursements. It is one of JOON's closest functional competitors in the mid-market LSA category.
- Benepass: Benepass is a benefits platform focused on lifestyle spending accounts and stipends for distributed teams. It directly competes with JOON on flexible, card-based employee benefits for modern employers.
- Fringe: Fringe is a lifestyle benefits platform that consolidates stipends, rewards, and perks into a single employee experience. It is a direct competitor in the modern lifestyle/wellness benefits category JOON serves.
- PeopleKeep: PeopleKeep administers HRAs (including LSAs) for small and mid-sized employers. It overlaps with JOON on flexible benefits administration, particularly for the smaller end of JOON's target market.
- Take Command: Take Command administers HRAs, HSAs, and defined contribution health plans for employers and employees. Its HRA administration capabilities compete directly with JOON's LSA product for employer benefit budgets.
Emerging players
- ThrivePass: ThrivePass provides Lifestyle Spending Accounts, commuter benefits, and COBRA administration. It overlaps with JOON on LSA functionality while also offering adjacent regulated benefits products.
Broad incumbents
- Benefex: Benefex is an established UK-based employee benefits and total reward platform. It is a broader incumbent in the same benefits technology space JOON occupies, with overlapping LSA-adjacent capabilities.
- Sun Life Financial: Sun Life is a large insurance carrier that administers supplemental health, disability, and group benefits, including flexible benefits products. It competes with JOON at the enterprise end via its broader benefits portfolio and broker relationships.
- Rippling: Rippling is a broader HR, payroll, and benefits administration platform that increasingly bundles LSA-style benefits alongside core HR. It represents a bundling threat to standalone LSA players like JOON.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
JOON social profiles
Digital presenceJOON compliance and trust
Trust signalCompliance1 record
JOON financial estimates
Financial estimateRevenue estimate
Valuation estimate
JOON leadership team
Management profileNumber of profiles
Profiles4 records
JOON funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
JOON M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about JOON
What does JOON do?
JOON provides a card-connected Lifestyle Spending Account (LSA) platform that enables employers to offer flexible wellness and lifestyle benefits to employees. Employees connect their personal bank accounts and cards via Plaid integration, and an AI-powered system automatically classifies purchases for eligibility and processes reimbursements across categories including health and wellness, work from home, learning, family care, and pet care. The platform includes payroll/HRIS integrations, automated tax compliance, and dedicated account management for employer clients.
Is JOON a public or private company?
JOON is a private company. It is classified as venture growth investor backed and is currently operating.
When was JOON founded?
JOON was founded in 2019. It employs 11 to 50 people.
Where is JOON based?
JOON is headquartered in Los Angeles, United States, in the North America region.
How does JOON make money?
One revenue line is on record: subscription Revenue.
Who are JOON's main competitors?
Direct peers on record are Forma, Compt, Benepass, Fringe, PeopleKeep and Take Command. ThrivePass is listed as an emerging player. Broad incumbents are Benefex, Sun Life Financial and Rippling.
Does JOON have an API?
No public API is recorded for JOON.
What industry is JOON in?
JOON's product category is Employee Benefits Administration. Its primary akta.pro industry code is HLAEALAK, Flexible Benefits Administration (FSA/HSA/HRA). Its NAICS code is 5251 and its SIC code is 6324.