Heka
Heka is a UK-based AI-powered B2B employee benefits platform that consolidates employers' existing benefits with 5,000+ health, wellbeing, and lifestyle experiences into a personalised subscription product serving enterprise, mid-market, and SME workforces across the UK, US, and Europe.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Heka does
Heka (operated by GoSweat Ltd, a UK private company incorporated in 2016 and previously trading as GoSweat) is a B2B SaaS platform that delivers AI-personalised employee benefits to enterprise, mid-market, and SME workforces. The core product consolidates an employer's existing benefits with more than 5,000 additional experiences across 50+ categories spanning health, mental wellbeing, physical health, nutrition, fertility, menopause, finance, and learning & development, exposed through eight modular benefit suites plus tools such as an Employee Benefits Calculator and category-specific research reports.
The platform's technical core is an AI recommendation engine that ingests individual employee behavioural and usage data to surface the right benefit at the right moment, with the company stating the model continuously learns from usage patterns and distinguishes real engagement from mere sign-up rates. Underlying infrastructure is cloud-based and ISO 27001 certified, with GDPR-compliant data controller and processor operations supporting enterprise procurement requirements. Notable proprietary components include the personalisation layer, the consolidated reimbursement and analytics dashboard, and a curated partner catalogue that aggregates tier-one benefit suppliers including Bupa, The Gym Group, Hertility Health, Perlego, Gousto, Fitbit, and Therabody.
Commercially, Heka sells on a subscription model priced per employee per month, starting at £9 for small businesses with no minimum headcount and moving to custom annual contracts for enterprise customers such as ENGIE, WPP's Goat Agency, Balderton Capital, Magic Circle and City law firms, AMV BBDO, and Age UK. The go-to-market combines enterprise field sales with inside sales for mid-market and SME, supplemented by content marketing, webinars, and vertical-specific thought leadership (notably a Law Firm Employee Benefits Report 2026 and a Women at Work Report 2025). In July 2025 the company closed a $14 million Series A led by Windare Ventures with Barclays and Cornèr Banca to fund expansion into the US and broader European markets alongside continued AI investment.
Heka firmographics
Firmographics- Name
- Heka
- Legal name
- GoSweat Ltd
- Website
- https://hekahappy.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Heka is a UK-based AI-powered B2B employee benefits platform that consolidates employers' existing benefits with 5,000+ health, wellbeing, and lifestyle experiences into a personalised subscription product serving enterprise, mid-market, and SME workforces across the UK, US, and Europe.
- Ownership category
- akta.pro rank
Heka industry classification
Industry- Product category
- Employee Benefits Platform
- NAICS
- Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Professional Employer Organizations (561330), Office Administrative Services (5611)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Benefits Administration (BPACAPAC)
- akta.pro secondary industries
- Self-Funded Employer Plan TPA (ASO Administration) (HLAEALAA), Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK), Care Navigation, Advocacy & Benefits Guidance Platforms (HLALADAJ), Benefits Administration & Enrollment Support (BPAAAIAB)
Keywords
Where Heka is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Heka 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-based Employee Benefits Platform: Heka operates on a subscription model where companies pay per-employee per-month to access the platform. The subscription includes a monthly allowance that employees can spend on thousands of benefits across health, wellbeing, fitness, nutrition, mental health, fertility, menopause, and learning & development categories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Small Business Plan - Starting at £9 per employee per month |
| Subscription | Annual | Enterprise/Mid-Market - Custom pricing based on employee count and benefit selection |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Heka product offering
Product offeringCore offering
Heka is a B2B SaaS employee benefits platform that combines an employer's existing benefits with thousands of additional health, mental wellbeing, physical health, nutrition, fertility, menopause, finance, and learning & development options into one personalised, AI-driven platform. Employers subscribe on a per-employee-per-month basis; the platform uses AI personalisation to recommend relevant benefits to each employee, processes automated reimbursements, and surfaces live usage analytics to HR teams.
Product overview
Heka is a health-led employee benefits platform that uses AI-powered personalisation to deliver personalised benefits across eight core modules: Health Benefits, Mental Health Benefits, Physical Health Benefits, Nutrition Benefits, Finance Benefits, Fertility Benefits, Menopause Benefits, and Learning & Development Benefits. The platform combines existing employer benefits with thousands of additional options (5,000+ products and services across 50+ categories), using AI recommendation engine to match employees with relevant benefits at the right time. Additional tools include an Employee Benefits Calculator for cost analysis and multiple industry-specific research reports. The platform is ISO-certified and integrates all benefits into a single consolidated system with automated reimbursements and real-time analytics.
Differentiator
Problem solved
Functional benefit
Products and services
- Heka Platform
Quantifiable outcome
- 4.8X ROI on all benefits
- +7 more outcomes
Companies that use Heka
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles5 records
Heka technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
Heka partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- BupacorePartner brand providing health assessments, menopause treatment plans, period care plans, and cancer care coverage on the Heka platform. One of Heka's most prominent health benefit providers.
- The Gym GroupcoreCorporate gym membership partner offering access to 235+ gyms across the UK. Key fitness benefit provider on the Heka platform.
- Hertility HealthcoreHormone and fertility testing provider offering at-home blood tests with reports reviewed by private gynaecologists. Key partner for fertility and menopause benefit categories.
- The Body Coach (Joe Wicks)minorFitness and nutrition app partner providing personalised guidance, meal plans, and access to live and on-demand classes.
- Randox HealthminorHealth testing partner providing general health at-home tests, male hormone tests, and AMH hormone tests for menopause and fertility assessments.
- PerlegominorOnline library subscription partner offering unlimited access to 1 million ebook titles for learning and development benefits.
- Femme HealthminorFertility and menopause support partner providing LH tests, mood-food capsules, and hormone testing kits.
- FitbitminorWearable fitness technology partner offering Fitbit Versa 4 smartwatches as physical health benefits.
- RunnaminorRun coaching app partner providing personalised training plans written by professional running coaches and Olympic athletes.
- TherabodyminorRecovery and wellness technology partner providing Theragun massage devices for muscle relief and physical health benefits.
- BBC MaestrominorLearning and development partner offering expert-led courses for professional development including public speaking and creative skills.
- GoustominorMeal kit delivery partner providing recipe boxes and healthy meal options for nutrition benefits.
- BlinkistminorLearning platform partner offering condensed non-fiction book summaries for continuous learning and development.
Scale indicators13 records
Recent moves5 records
Expansion highlights6 records
Heka competitors and assessment
Company assessmentDirect peers
- YuLife: UK-based employee benefits and wellbeing platform combining life insurance, rewards, and gamified wellness. Comparable as a UK benefits SaaS targeting employers with a similar consolidation and engagement-led proposition, though Heka leans more on AI personalization and YuLife on gamification.
- Perkbox: UK-headquartered employee benefits and engagement platform offering perks, wellbeing, and recognition in one platform. Direct peer serving the same UK employer buyer with consolidated benefits delivery, though Perkbox historically emphasizes perks over Heka's health-led, AI-personalized framing.
- Peppy: UK digital health benefits platform specializing in under-served areas like menopause, fertility, men's health, and mental health delivered via employer-funded apps. Closely comparable to Heka's specialist benefit categories and employer-funded B2B2C model, though narrower in vertical coverage.
- Ben (by Veeqo/smoov): UK employee benefits platform aggregating financial wellbeing, perks, and lifestyle benefits for employers. Direct peer serving UK SMEs and mid-market with consolidated benefits and employer-paid monthly allowance model similar to Heka's structure.
- Wellable: US-headquartered corporate wellness and benefits platform offering a consolidated wellbeing marketplace to employers. Comparable SaaS model and aggregator approach to benefits delivery, though geographically focused on North America rather than UK/Europe.
Broad incumbents
- Personify Health (Virgin Pulse + HealthComp): US-based large enterprise health and benefits platform formed by merging Virgin Pulse and HealthComp. Broad incumbent covering wellbeing, navigation, and benefit administration at significantly larger scale, serving global enterprise customers that Heka aspires to compete for.
- Limeade: US employee experience and wellbeing platform combining engagement surveys, wellbeing programs, and benefits navigation for large employers. Broader incumbent with a longer enterprise track record but overlaps with Heka's employee engagement and benefits consolidation value proposition.
- Wellhub (formerly Gympass): Global corporate wellbeing platform providing access to gyms, wellness apps, and on-demand classes for employees. Broad incumbent competing for the same employer wallet share as Heka, with a much larger partner network and geographic footprint.
Emerging players
- Champion Health: UK-based workplace mental health and wellbeing platform providing assessments, coaching, and therapy to employers. Emerging player with overlapping mental health and analytics capabilities to Heka, though narrower in scope (mental health focus versus Heka's eight-module approach).
- Oliva: UK-based therapy, coaching, and wellbeing platform sold via employer benefits. Emerging player overlapping with Heka's mental health module and B2B2C delivery model, though narrower in scope and targeting similar UK employer segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Heka social profiles
Digital presenceHeka compliance and trust
Trust signalCompliance2 records
Heka financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heka leadership team
Management profileNumber of profiles
Profiles2 records
Heka funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heka 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 Heka
What does Heka do?
Heka is a B2B SaaS employee benefits platform that combines an employer's existing benefits with thousands of additional health, mental wellbeing, physical health, nutrition, fertility, menopause, finance, and learning & development options into one personalised, AI-driven platform. Employers subscribe on a per-employee-per-month basis; the platform uses AI personalisation to recommend relevant benefits to each employee, processes automated reimbursements, and surfaces live usage analytics to HR teams.
Is Heka a public or private company?
Heka is a private company. It is classified as venture growth investor backed and is currently operating.
When was Heka founded?
Heka was founded in 2016. It employs 11 to 50 people.
Where is Heka based?
Heka is headquartered in London, United Kingdom, in the Europe region.
How does Heka make money?
One revenue line is on record: subscription-based Employee Benefits Platform.
Who are Heka's main competitors?
Direct peers on record are YuLife, Perkbox, Peppy, Ben (by Veeqo/smoov) and Wellable. Broad incumbents are Personify Health (Virgin Pulse + HealthComp), Limeade and Wellhub (formerly Gympass). Emerging players are Champion Health and Oliva.
Does Heka have an API?
No public API is recorded for Heka.
What industry is Heka in?
Heka's product category is Employee Benefits Platform. Its primary akta.pro industry code is BPACAPAC, Benefits Administration, with a secondary code of HLAEALAA, Self-Funded Employer Plan TPA (ASO Administration). Its NAICS code is 524292 and its SIC code is 6411.