What MYNDUP does

MYNDUP is a B2B workplace mental health and wellbeing platform that provides employers with structured access to mental health support services for their workforce. Founded in April 2019 and headquartered in London, the company sells annual subscriptions to HR teams, offering a service suite that includes 1-1 therapy, counselling, and coaching delivered via encrypted video sessions, structured coaching programmes, a wellbeing content library, wellbeing and leadership workshops, leadership coaching, and a 24/7 helpline. The company also offers free diagnostic tools — a Workplace Mental Health Risk Score and a Mental Health Cost Calculator — positioned as lead-generation assets for enterprise sales.

The underlying platform is web-based and integrates calendar scheduling and practitioner booking, with ISO 27001 information security certification. MYNDUP curates its practitioner supply through a four-stage vetting process, accepting fewer than 10% of applicants, and claims an average 12-hour access time compared to an 8.8-day industry average for traditional Employee Assistance Programmes, with 6x higher utilisation rates. The technology stack is described in functional rather than AI-driven terms, and no proprietary machine-learning models are disclosed.

The business model is B2B subscription, employer-paid, structured as a hybrid of fixed annual fees and pay-for-what-you-use components, with three published tiers (Essential, Professional, Complete) and annual billing. The customer base spans approximately a dozen named logos across hospitality (Gordon Ramsay Restaurants), fintech (Monzo, Pleo), real estate (Savills, DTRE), private equity (CVC, Bilfinger), advertising and healthcare communications (McCann, IPG Health), charity (Prince's Trust), and consumer goods (L'Occitane), with claimed reach into 50+ countries. The company has raised a £4.4 million oversubscribed Series A in 2024, alongside prior rounds totalling roughly $5.5 million, and operates with 11-50 employees under CEO Joel Gujral, with leadership signalling active Middle East expansion.

Name

MYNDUP

Legal name

MYNDUP LIMITED

Website

https://myndup.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

MYNDUP is a London-based B2B workplace mental health platform that provides employers with subscription-based access to therapy, coaching, counselling, workshops, and a 24/7 helpline, supported by ISO 27001-certified infrastructure and a vetted practitioner network serving HR teams across 50+ countries.

Ownership category

akta.pro rank

Product category

Employee Wellbeing Platform

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Behavioral Health & Psychiatry Virtual Care (Payer Network) (HLALACAC)

Keywords

• Employee mental health
• Workplace wellbeing platform
• Therapy and counselling
• EAP alternative
• Leadership coaching services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. B2B Subscription (Employer-paid): Organisations pay for employee access to MYNDUP's platform and session credits. Three tiers: Essential (6 hours/employee/year), Professional (12 hours), and Complete (unlimited). Pay-for-what-you-use model with no lock-in or fixed seat licences.
2. Usage-based Sessions: Sessions are charged per session, with organisations paying for what employees actually use rather than a flat rate. Supports both employer-funded access and employee self-funding options.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

MYNDUP is a B2B workplace mental health and wellbeing platform that gives employees fast access (within 12 hours) to 1-1 video sessions with vetted therapists, counsellors, and coaches. The offering extends to 24/7 helpline support, self-guided wellbeing tools, an expert-written resource library, group workshops, and tailored leadership coaching, packaged into a single employee wellbeing programme sold on subscription to organisations.

Product overview

MYNDUP is a B2B employee wellbeing platform that provides a unified ecosystem of mental health support services for organisations. The platform operates as a platform-plus-modules architecture consisting of a core web application for booking and managing sessions, integrated with multiple service modules including 1-1 mental wellbeing support (therapy, counselling, coaching), a 24/7 helpline, coaching programmes, wellbeing workshops, a self-service wellbeing library, and leadership development offerings. The product also includes diagnostic tools (Workplace Mental Health Risk Score and Mental Health Cost Calculator) that help organisations quantify their mental health exposure. MYNDUP is offered through three pricing tiers (Essential, Professional, Complete) that provide escalating levels of sessions, support, and customisation. The platform differentiates from traditional EAPs through faster access (12 hours vs 8.8 days), higher engagement (6x usage rates), and a proactive rather than reactive approach to employee wellbeing.

Differentiator

Problem solved

Functional benefit

Products and services

• 1-1 Mental Wellbeing Support One-to-one video sessions with vetted therapists, counsellors, and coaches, bookable by employees within 12 hours through the MYNDUP platform. Sessions are available in 30 or 60 minute durations and delivered over an encrypted video platform with no app download required. Designed for organisations that want proactive mental health support as an alternative or supplement to traditional EAPs.
• Helpline 24/7 telephone helpline providing immediate mental health crisis support for employees who need urgent assistance. Included in the Employee Wellbeing Programme and in higher-tier plans for organisations that require always-on crisis cover alongside the 1-1 service.
• Coaching Programmes Coaching programmes covering life, career, executive, and leadership coaching to help employees navigate change, set goals, and develop personally and professionally. Delivered by vetted coaches on the MYNDUP platform and sold to organisations as part of the wider wellbeing programme.
• Wellbeing Library Self-service hub of articles, videos, and booklets covering the full mental wellbeing spectrum, written by MYNDUP's expert practitioners. Available to all employees on the programme, providing on-demand education, exercises, and resources in addition to live 1-1 support.
• Wellbeing Workshops Group learning sessions held by MYNDUP practitioners covering wellbeing topics such as stress, anxiety, resilience, sleep, and career development. Sold as curated series rather than one-off talks and accessible via a workshop finder tool that matches topic to organisational need.
• Leadership Coaching Programmes Tailored coaching plans for managers and leaders designed to improve their effectiveness, emotional intelligence, and ability to support team mental health. Sold to organisations that want to develop leaders as part of a broader wellbeing strategy.
• Leadership Workshops Group learning experiences for leaders focused on creating cultural impact, psychological safety, and mental health conversation skills across teams. Sold to organisations that want to equip managers to have better wellbeing conversations.
• Employee Wellbeing Programme Comprehensive bundled offering that combines 1-1 sessions, 24/7 helpline, coaching, workshops, and the wellbeing library into a single employee wellbeing programme. Sold on subscription to organisations via tiered plans (Essential, Professional, Complete) with pay-for-what-you-use session pricing.
• Workplace Mental Health Risk Score Free 2-minute diagnostic tool that quantifies an organisation's financial exposure to mental health risk, benchmarks it against UK absence data, identifies the biggest risk drivers, and outputs a board-ready summary. Used as a lead generation and sales enablement tool for HR and Finance buyers.
• Mental Health Cost Calculator Interactive tool that estimates the annual cost of poor mental health on a business, broken down by absenteeism, presenteeism, and attrition. Modeled on Deloitte Mental Health Report figures and used by buyers to size the financial case for investing in MYNDUP.

Quantifiable outcome

• Employees can book and attend a session within 12 hours vs 8.8 days average EAP wait
• +9 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lyra Health: US-headquartered enterprise mental health benefits platform providing therapy, coaching and medication management to global employers, with a comparable 'replace the EAP' positioning to MYNDUP.
• Spring Health: Enterprise mental health benefits provider combining precision matching, therapy, coaching and medication into a single platform, directly competing with MYNDUP for multinational EAP-replacement deals.
• Unmind: London-headquartered B2B mental health and wellbeing platform serving enterprise and public-sector employers, offering a comparable mix of 1-1 therapy, coaching, content and measurement tools to MYNDUP's customer base.
• Modern Health: Global leader in employer-sponsored mental health, offering therapy, coaching, medication management and EAP replacement to enterprises — directly comparable to MYNDUP's proposition but at significantly larger funding scale and global footprint.
• Plumm: UK B2B mental wellbeing platform providing therapy, coaching and self-guided resources to SMEs and mid-market employers, with comparable pay-as-you-use pricing mechanics to MYNDUP's session-based model.
• Spill: UK-based workplace mental health platform that provides therapy and mental health support to companies via Slack and Teams, competing head-to-head with MYNDUP in the mid-market and enterprise EAP-replacement category with a similar pricing and engagement model.
• Oliva: UK- and Europe-based workplace mental health platform offering 1-1 therapy, coaching and wellbeing content to employers, closely aligned with MYNDUP's geography, customer profile and service mix.
• Wysa: AI-driven mental health platform combining an anonymous chatbot with human therapist escalation, sold to employers and health plans — a direct peer to MYNDUP in the employer mental health category with a differentiated AI-led engagement layer.

Broad incumbents

• Calm Business: Consumer meditation and sleep app with a dedicated Calm Business arm sold to employers, overlapping with MYNDUP's content library and broader wellbeing proposition rather than its 1-1 therapy core.
• Headspace (Headspace for Work): Consumer mental wellness leader that bundles Headspace for Work with therapy (via the Ginger acquisition) and broader wellbeing content for employers, competing with MYNDUP across both content and 1-1 therapy categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@myndup
• Facebookfacebook.com/myndup
• LinkedInlinkedin.com/company/myndup
• Xx.com/myndup

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors

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 MYNDUP