Swell

What Swell does

Swell (legal entity: Sage Health Labs Inc, incorporated in Delaware with principal place of business in Louisville, Kentucky) is a consumer-facing algorithmic coaching platform that delivers personalized self-development and relationship support through a mobile application. Founded in 2022 and operating with a 1-10 person team led by Founder & CEO Rachel Edenfield, the company primarily serves individual adults seeking self-awareness, behavior change, and relationship navigation, with a secondary B2B offering through employers and organizations that distribute Swell as an employee benefit.

The platform centers on a proprietary 63-trait personality mapping system that profiles users across nine dimensions to generate evolving archetypes. Core modules include Identity Mapping, the Archetype System, Daily Insights, an AI-powered Daily Coach running on private LLM models, Connections & Compatibility analysis, a Relationship Coach, Goals tracking, and Swell Safe™ crisis detection. Conversational coaching is delivered through generative AI, while anomaly detection routes users in potential crisis to emergency resources. The privacy architecture emphasizes encryption in transit and at rest, no third-party advertising trackers, and strict separation between employer-visible aggregated data and individual user conversations.

Swell monetizes through subscription at $9.99 per month or $95.99 per year, distributed via the Apple App Store and Google Play Store with a 7-day free trial and auto-renewing billing managed by the platform partners. The company operates as a HIPAA-covered Business Associate and signs BAAs with enterprise customers, enabling regulated distribution. Go-to-market is product-led through self-serve app downloads, supplemented by user-generated content marketing, college creator recruitment, and organic word-of-mouth. A Board of Advisors covering technology, medical, and government expertise supports leadership alongside a Board of Directors.

Name

Swell

Legal name

Sage Health Labs Inc

Website

https://getswell.app

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Swell is a consumer-facing algorithmic coaching platform that uses AI-powered personality mapping across 63 traits to deliver personalized daily insights, relationship compatibility analysis, and real-time coaching via a subscription mobile app distributed on iOS and Android.

Ownership category

akta.pro rank

Headquarters

HQ city

Clarksville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Revenue: Monthly auto-renewing subscriptions at $9.99/month or annual subscription at $95.99/year. Billing handled through Apple App Store and Google Play. Users get 7-day free trial before being charged.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Swell is an algorithmic, AI-powered personal coaching platform delivered as a mobile app that maps users across 63 traits and 9 dimensions to deliver a daily AI coach, personalized insights, relationship compatibility analysis, and Swell Safe™ crisis-pattern risk detection. The product is sold via a 7-day free trial that converts into auto-renewing monthly or annual subscriptions through the Apple App Store and Google Play.

Product overview

Swell is a single unified mobile coaching platform that helps users understand themselves, navigate relationships, and close the gap between what they want and what they do. The product architecture centers on a 63-trait personality mapping system that powers nine integrated modules: Goals (for defining objectives), Identity Mapping (for establishing core personality through quizzes), the Archetype System (for building comprehensive profiles across 63 traits), Progress tracking (for behavioral change), Daily Insights (for personalized guidance), the Daily Coach (for real-time AI-powered coaching conversations), Connections & Compatibility (for relationship analysis), Two-Way Insights (for mutual connection insights), and the Relationship Coach (for context-aware relationship support). The platform also includes Swell Safe™, a crisis detection feature. All features are delivered through a single mobile application with subscription pricing ($9.99/month or $95.99/year) distributed via the Apple App Store and Google Play Store.

Differentiator

Problem solved

Functional benefit

Products and services

• Swell Mobile App

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature6 records

Partnerships

Two partnerships are on record, tiered primary.

• Apple App StoreprimaryChannel Partner/ Reseller/ DistributorPrimary app distribution platform for iOS users. Handles all subscription billing and payment processing for iOS customers. Swell subscriptions renew automatically through Apple with 7-day free trial before first charge.
• Google Play StoreprimaryChannel Partner/ Reseller/ DistributorPrimary app distribution platform for Android users. Handles all subscription billing and payment processing for Android customers. Swell subscriptions renew automatically through Google Play with 7-day free trial before first charge.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Woebot Health: AI-driven mental health chatbot platform that uses conversational AI to deliver daily coaching and CBT-style support. Direct competitor in the AI-only mental wellness space, though positioned more clinically with health system partnerships.
• Wysa: AI mental wellness chatbot offering anonymous coaching, mood tracking, and self-help tools via mobile app. Closely comparable as a consumer-facing AI mental health companion with both B2C and B2B/employer distribution.
• Youper: AI-powered mental health app combining mood tracking, personalized conversations, and CBT-based exercises. Directly comparable as a consumer AI mental wellness companion.
• Crystal Knows: Personality-mapping and communication-style tool used for sales, hiring, and team collaboration. Comparable on the personality-mapping and relationship-compatibility axes, though oriented to workplace rather than personal wellness.
• Replika: AI companion app with private conversational models that learns user personality over time. Comparable as a personalized AI companion for self-understanding and emotional support, though not clinically positioned.

Emerging players

• Earkick: AI mental health tracker and companion app that measures and improves mental wellbeing in real time. Smaller emerging player with overlapping AI coaching and tracking functionality.

Broad incumbents

• Calm: Dominant consumer mental wellness app offering meditation, sleep stories, and daily content. Overlaps with Swell's daily-coach concept but is content-led rather than AI-personalization-led.
• Headspace: Major mental wellness app with guided content, meditation, and a strong B2B/employer benefit channel. Competes with Swell for both consumer downloads and HIPAA-grade enterprise distribution.
• BetterHelp: Largest online licensed-therapy marketplace. Indirectly competitive because it satisfies the same consumer mental wellness need Swell targets, but via human therapists rather than AI.
• Talkspace: Online therapy platform with B2B/enterprise distribution and HIPAA-grade operations. Competes for the same employer mental wellness benefit budget Swell is pursuing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/getswellappp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds3 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 Swell