What MINDSET does

Mindset (legal entity Creators Collective, Inc., DBA Mindset by DIVE Studios) is a Los Angeles-based mobile-first digital wellness audio platform founded in 2021 by Brian Nam (CEO & co-founder) and Eddie Nam (VP of Talent & co-founder), operating as a venture-backed private company under parent DIVE Studios. The platform distributes celebrity-driven mental wellness content—short-form audio collections in which high-profile artists share vulnerable personal stories and life lessons—through iOS and Android applications available globally on the Apple App Store and Google Play, alongside a Discord community of more than 50,000 members. Core product features include Celebrity Mindsets (exclusive audio libraries with text transcripts), Daily Check-In (a 5-minute self-care routine), Daily Reflections (community storytelling), Expert-Led Advice (content produced with mental health professionals and professors), and Daily Quotes.

The underlying technology stack is built on AWS infrastructure with TLS encryption, AES-256 data protection, EBS and S3 storage, an RDS relational database, and VPC endpoints with firewall controls; payment processing is handled through Stripe (with PayPal referenced) and the platform operates under a freemium model with a free tier offering limited celebrity episodes and a paid Annual Membership providing full access to all collections, monthly new episodes, a members-only community, and the entire Booster content library, complemented by a la carte Premium Episode purchases and gift subscriptions. Content partnerships anchor the platform's distribution model—partnered artists including SEVENTEEN, iKON, (G)I-DLE, Summer Walker, Aminé, Julia Michaels, The Rose, Tablo, Jessie Reyez, Miyeon, and Yuqi serve as both content suppliers and top-of-funnel acquisition channels into their existing fanbases.

The company monetizes primarily through Annual Membership recurring subscriptions and discrete Premium Episode purchases processed via Stripe, with a 14-day money-back guarantee on a la carte content and no refunds on partial annual periods. Customer segments are horizontally distributed across individual wellness seekers, music fans seeking authentic celebrity connection, and mental health support seekers looking for expert-guided content alongside peer community. Compliance posture covers COPPA, CCPA, and GDPR frameworks, supporting global distribution including to minors and EU residents. To date the company has raised $8.7 million in seed funding (August 2021) led by Union Square Ventures with participation from A.Capital Ventures, SV Angel, TQ Ventures, and Scooter Braun.

Name

MINDSET

Legal name

Creators Collective, Inc.

Website

https://getmindset.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Mindset by DIVE Studios is a mobile-first digital wellness audio platform offering celebrity-driven mental health content, daily self-care routines, and a community engagement layer for wellness-seeking consumers and music fans globally.

Ownership category

akta.pro rank

Product category

Mental Wellness Mobile App

NAICS

Sound Recording Industries (5122), Software Publishers (5132)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

Keywords

• Daily self-care app
• Mental wellness platform
• Audio storytelling platform
• Celebrity wellness content
• Mobile wellness subscription

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Annual Membership Subscription: Recurring subscription model providing access to every Mindset Collection, new mindsets and episodes monthly, members-only community and discussion, and access to the entire Booster content library. Renews every 12 months unless cancelled.
2. Premium Episodes/Collections: Individual collections offered for discrete transaction (a la carte) purchase at varying price points. Creators may offer content either free or for a fee. Payment processing handled via Stripe.
3. Gift Subscriptions: Platform offers gift subscription options for Annual Membership, allowing users to purchase memberships for others

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

MINDSET operates a mobile-first daily self-care and wellness platform delivering exclusive audio collections in which partnered celebrities and artists share vulnerable personal stories and life lessons. The platform bundles these Celebrity Mindset audio collections with daily self-care routines, expert-led mental wellness guidance, community storytelling, and inspirational content behind a freemium model with a paid Annual Membership subscription and a la carte Premium Episode purchases.

Product overview

Mindset by DIVE Studios is a digital wellness audio platform and mobile application that makes daily self-care easy and accessible. The core product is the Mindset app, which offers Celebrity Mindsets (audio collections from famous artists sharing vulnerable stories), Daily Check-In (a 5-minute daily wellness routine), Daily Reflections (community storytelling), Expert-Led Advice (professional mental wellness content), Daily Quotes (inspirational content), and a Discord Community (peer support network). The platform operates on a freemium model with a free tier providing limited access and an Annual Membership subscription unlocking all content including the Booster content library and exclusive celebrity collections.

Differentiator

Problem solved

Functional benefit

Products and services

• Mindset by DIVE Studios Mobile App A daily self-care and wellness mobile application available on iOS (App Store id1539382364) and Android (Play Store co.mindset), providing authentic storytelling, audio content, daily self-care routines, community storytelling, expert-led mental wellness guidance, and inspirational quotes for individual consumers worldwide. The app operates on a freemium model with optional paid access to additional content.
• Premium Celebrity Mindset Collections (a la carte purchases) Individual audio collections and episodes from partnered celebrities and artists sold as one-time purchases outside the Annual Membership. Pricing varies by collection, payments are processed in USD via Stripe, and buyers receive a 14-day refund window.

Quantifiable outcome

• 50,000+ community members in Discord
• +1 more outcomes

Named customers6 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

Integration5 records

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• Stripe, Inc.coreTechnology or IntegrationPrimary payment processing partner for Premium Episodes and Annual Membership transactions. Processes USD payments made by users on the platform. DIVE Studios is bound by Stripe Connected Account Agreement.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Calm: Calm is the leading subscription meditation and wellness app with celebrity-narrated content, sleep stories, and daily check-ins. It is the most direct competitor to Mindset, competing for the same consumer wallet with a more established content library and significantly larger user base.
• Headspace: Headspace is a direct subscription meditation and mindfulness app offering guided content, sleep aids, and mental wellness tools. It competes with Mindset in the broader self-care and wellness app category and serves overlapping consumer segments seeking daily wellness habits.
• Insight Timer: Insight Timer is a free meditation app with a large community of meditators and teachers, featuring a content library and discussion features. It is directly comparable to Mindset's combination of wellness content plus community engagement (similar to Mindset's 50k Discord community).

Emerging players

• Ten Percent Happier: Ten Percent Happier is a meditation app featuring content from notable teachers, authors, and personalities, including celebrity-adjacent voices. It is comparable to Mindset's strategy of using recognizable figures to deliver wellness content, though it focuses more on expert meditation teachers than music celebrities.
• Waking Up: Waking Up is a mindfulness and meditation app founded by Sam Harris that emphasizes intellectual and philosophical approaches to self-care. It is comparable as a content-driven subscription wellness app targeting thoughtful consumers, though with a more academic positioning than Mindset's celebrity-fan approach.
• Breethe: Breethe is a subscription meditation and wellness app offering guided content, sleep aids, and daily practices. It targets similar consumer use cases as Mindset (daily self-care, stress reduction) but lacks the celebrity-driven differentiation that defines Mindset's positioning.
• Aura: Aura is a personalized mental wellness app offering meditations, life coaching, therapy, and hypnosis content with AI-driven personalization. It overlaps with Mindset's mental wellness positioning while differentiating through personalization rather than celebrity content.

Broad incumbents

• BetterHelp: BetterHelp is a leading online therapy and mental health platform connecting users with licensed therapists. It overlaps with Mindset's mental wellness category but operates in the professional therapy space rather than self-serve content, representing the broader incumbent category for mental health spend.
• Talkspace: Talkspace is a public telehealth platform providing online therapy and psychiatric services. It is comparable as an adjacent mental wellness service targeting similar consumer segments seeking accessible mental health support, but operates in clinical care rather than wellness content.
• Spotify: Spotify is the global audio streaming leader with growing investments in wellness podcasts and exclusive artist content. It is comparable to Mindset as a celebrity-driven audio platform and represents a potential threat as a broad incumbent that could launch competing celebrity wellness content at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mindset_dive
• YouTubeyoutube.com/channel/UCQ0ZGENh6ebOjriKfgcwbIw
• Facebookfacebook.com/mindsetdivestudios
• Instagraminstagram.com/mindset_dive
• TikToktiktok.com/@mindset_dive
• LinkedInlinkedin.com/company/getmindset

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors4 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 MINDSET