What Fifty does

Fifty is a French enterprise software company that builds SaaS solutions combining behavioral science with artificial intelligence to convert corporate training into measurable behavioral change. Founded in 2018 and headquartered in Saint-Mandé (greater Paris), the company targets HR and Learning & Development departments at large enterprises, with a stated footprint covering roughly half of France's CAC 40 companies including Crédit Agricole, Orange, Axa, Michelin, BNP Paribas, Sanofi, LVMH, Capgemini, and Schneider Electric. The core problem it addresses is the well-documented gap between training completion and on-the-job behavior change — a pain point that 70% of L&D leaders cite as their primary measurement challenge and that industry research places at sub-15% practice rates after training.

Fifty's product portfolio has three components. The flagship is the Fifty eDoing platform, which digitizes implementation intentions (If-Situation A, then Behavior A plans) and pairs them with nudges, active reminders, and analytics for HR teams. Momentum, launched in 2023, is an AI-powered conversational coach delivered natively inside Microsoft Teams, Slack, and WhatsApp that guides individual employees from intention to action over a six-week cycle; the company claims an 80% success rate for managers and over 30,000 cumulative employees coached. In April 2024, Fifty introduced Fifty Next Level, a strategic platform for L&D and Change leaders that enables autonomous program definition, practice accompaniment, and ROI analytics. The platform integrates with SAP SuccessFactors (via the SAP Store) for automated employee enrollment at milestones such as becoming a first-time manager.

The business operates on a quote-based enterprise subscription model with annual billing and pricing scaled to organization size and deployment scope. Distribution is primarily direct enterprise sales targeting large organizations, supplemented by the SAP SuccessFactors channel and embedded access through messaging platforms that reduce adoption friction. The company has raised approximately $11 million across two rounds: a ~$1M seed in 2019 (Kima Ventures) and a $10M Series A in July 2022 led by Signals Venture Capital with Eurazeo, Acadian Ventures, S3 Partners, and Tekton Ventures, plus notable business angels including Romain Niccoli (co-founder of Criteo), Olivier Sibony (HEC/Oxford behavioral science professor), and Steve Fiehl (co-founder of CrossKnowledge). Use of proceeds was directed at tripling headcount, geographic expansion into Germany and the UK, and continued personalization algorithm development.

Name

Fifty

Legal name

Fifty SAS

Website

https://fifty.do

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Fifty is a French enterprise SaaS provider combining behavioral science with AI to convert corporate training into measurable behavioral change. Its Fifty eDoing platform and Momentum AI coach serve HR and L&D teams at CAC 40 and other large enterprises.

Ownership category

akta.pro rank

Product category

Enterprise Learning & Development Software / Behavioral Change Management Software

NAICS

Software Publishers (5132), Professional and Management Development Training (61143)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Enterprise Application Training, Change Management & Adoption Services (BPAEAGAN)

akta.pro secondary industry

Enterprise Work Management & Collaborative Workflow Platforms (HDAEAHAI)

Keywords

• Behavioral change management
• AI coaching platform
• Enterprise learning software
• Training practice platform
• EDoing methodology

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Enterprise B2B SaaS platform providing behavioral change and eDoing solutions. Pricing is quote-based and varies by organization size and scope of deployment.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Fifty sells an enterprise SaaS platform for behavioral change management that combines behavioral sciences (nudge theory, implementation intentions, choice architecture) with AI to help large organizations convert training programs into measurable daily behaviors. Its flagship Fifty Next Level platform serves L&D and Change leaders, while Momentum, an AI coaching product, delivers personalized behavioral coaching and oral role-play simulations directly within Microsoft Teams, Slack, and WhatsApp. Customers (half of CAC 40 companies plus public organizations) use the platform to embed managerial, leadership, and inclusion behaviors and to measure practice rates rather than just training satisfaction.

Product overview

Fifty operates as a platform-plus-module architecture consisting of two core offerings: (1) the Fifty eDoing platform — a SaaS behavioral change management platform used by enterprise L&D and HR teams to structure, deploy, and measure behavioral practice programs at scale — and (2) Momentum, a standalone AI coaching product that delivers personalized behavioral coaching directly to individual employees via Teams, Slack, and WhatsApp, including AI-powered role-play simulations. The platform combines behavioral science principles (nudge theory, implementation intentions) with AI to bridge the gap between training and actual behavioral change. Fifty Next Level represents the enterprise-facing evolution of the core platform, enabling autonomous use by L&D teams without direct Fifty involvement.

Differentiator

Problem solved

Functional benefit

Brands

• Momentum: AI coaching solution that helps organizations move employees from intention to action in 6 weeks, integrated with Microsoft Teams, Slack, and WhatsApp.
• Fifty Next Level

Products and services

• Fifty Next Level Enterprise strategic SaaS platform for L&D and Change leaders that enables definition and alignment on expected behavioral practice, accompaniment of practice across any development program, and real-time analytics to accelerate change and optimize training budgets. Combines behavioral science with AI for scalable behavioral change management.
• Momentum by Fifty (Momentum AI Coach) AI-powered coaching solution (coach IA) that guides individual collaborators from intention to action in 6 weeks. Delivers personalized behavioral coaching directly within Microsoft Teams, Slack, and WhatsApp, including AI oral role-play simulations that play the interlocutor (e.g., resistant team member) and provide immediate feedback on tone and specificity. Targets management behavior change, feedback culture, AI adoption, and manager onboarding.
• Fifty Platform (eDoing) SaaS platform for behavioral change management combining behavioral science and AI. Helps organizations structure, deploy, and measure the practice of new behaviors at scale. Features include action banks, behavioral nudges, digitalized implementation intentions (If-Then plans) with active reminders, choice architecture, social commitment, and real-time analytics for HR leaders. Supports more than 30,000 employees with documented outcomes including 91% adoption at Schneider Electric and 80% intention-to-action conversion within 6 weeks.

Quantifiable outcome

• 80% of managers move from intention to action within 6 weeks
• +6 more outcomes

Named customers11 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

Integration4 records

AI capability7 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• SAP SuccessFactorscoreTechnology or IntegrationIntegration partnership with SAP SuccessFactors enabling automatic employee enrollment in Fifty's eDoing platform at key professional moments: when becoming a manager for the first time or upon completing training. Available on SAP Store.
• FéfaurcoreStrategic or Co-development PartnerResearch partnership with Féfaur conducting joint study on training effectiveness, surveying hundreds of L&D decision-makers on behavioral adoption challenges. Key findings: 70% cite measuring behavior change as main difficulty; 90%+ believe learning by doing is most effective.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• BetterUp: US-based AI and human coaching platform for enterprise workforce development. Directly competes with Fifty/Momentum in the AI-powered behavioral coaching category, though BetterUp leans more heavily on human coaches while Fifty is AI-first.
• CoachHub: Berlin-based digital coaching platform serving large enterprises globally with human and AI coaching. Closest geographic and segment competitor to Fifty, both targeting European enterprise L&D buyers with measurable coaching outcomes.
• Learnerbly: UK-based L&D platform that curates learning resources and measures behavior change for enterprises. Comparable European L&D platform serving similar mid-market and enterprise segments.

Emerging players

• Valence: AI-powered team coaching and collaboration platform for enterprise teams. Comparable in targeting enterprise behavioral development, though more focused on team-level dynamics than individual manager practice.
• Sana Labs: AI-native enterprise learning platform combining knowledge management with AI tutoring. Overlaps with Fifty on the AI-powered personalized learning angle for large enterprise L&D departments.
• Arist: AI-based microlearning platform that delivers training via messaging tools like Slack, Teams, and WhatsApp. Comparable channel strategy (messaging-first delivery) targeting enterprise training and behavior change.

Broad incumbents

• Degreed: Established US-based learning experience platform serving large enterprises with skill development and L&D. Broader incumbent in the same enterprise L&D category where Fifty competes for HR/L&D budget.
• Cornerstone OnDemand: Long-standing enterprise talent and learning management platform. Large incumbent in the corporate L&D space where Fifty increasingly competes for HR transformation budgets.
• Workramp: All-in-one learning management and onboarding platform for enterprises. Competes with Fifty for L&D budget at the platform layer, though focuses on traditional LMS features rather than behavioral practice.
• Skillsoft: Long-established enterprise corporate learning provider offering content, platforms, and AI-powered learning. Broad incumbent in the same corporate L&D category where Fifty sells behavioral change solutions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fifty-edoing

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors6 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 Fifty