Mindful

What Mindful does

Mindful (legally Mindfulness United Pty Ltd) is a privately-held mindfulness and meditation media and education company headquartered in Byron Bay, New South Wales, Australia, with a global audience. The firm operates a multi-surface content ecosystem anchored by Mindful.org (articles, guided meditations, and research content), the Mindful Mobile App (iOS and Android), the Mindful Online Learning Platform, the bimonthly Mindful Magazine (print and digital), and the "12 Minute Meditation" podcast distributed via Apple Podcasts and Spotify. The platform is differentiated by an advisory board of world-renowned researchers and teachers, including Jon Kabat-Zinn, Richard J. Davidson, and Diana Winston, and by strategic co-development partnerships with UCLA Mindful Awareness Research Center, Naropa University, and the Metta Institute.

The underlying technology stack is a standard digital content platform: a CMS-driven website, native mobile applications on iOS and Android, a learning management system for courses, podcast RSS distribution, and email newsletter infrastructure. No proprietary AI/ML capabilities, APIs, or SDKs are disclosed. The company monetizes through four streams: (1) recurring magazine and digital subscriptions (some on continuous-service auto-renewal), (2) one-time course purchases at $39-$497 per course, (3) a freemium mobile app with a premium subscription tier, and (4) advertising on Mindful.org and in the magazine. Distribution is direct-to-consumer across owned digital properties, app stores, podcast platforms, and a Shopify-based shop for courses, affirmation cards, apparel, and gifts.

Mindful serves a horizontally segmented audience, with the primary segment being individual general-wellness consumers seeking stress reduction, better sleep, and improved focus. Secondary segments include corporate/workplace buyers ("Mindful at Work"), healthcare providers (compassion training and burnout courses), families and parents (kids' mindfulness content), and practicing mindfulness teachers seeking continuing education. The company is small (1-10 employees), is led by CEO Bryan Welch with founders Daniel Okon and Nate Klemp and Chairman Eric Langshur, and has disclosed $2.5 million in funding as of August 2020 from undisclosed investors.

Name

Mindful

Legal name

Mindfulness United Pty Ltd

Website

https://mindful.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Mindful (Mindfulness United Pty Ltd) is a privately-held, Australia-based mindfulness and meditation media company operating a multi-surface content ecosystem—website, mobile app, online courses, podcast, and print magazine—for individual consumers, workplaces, and healthcare providers.

Ownership category

akta.pro rank

Product category

Mindfulness and Meditation Education

NAICS

Educational Support Services (61171)

akta.pro primary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

akta.pro secondary industries

Mindfulness, Meditation & Stress Management Education (EDAAAHAD), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

Keywords

• Mindfulness education
• Guided meditation
• Online wellness courses
• Meditation content platform
• Mindfulness magazine

Headquarters

HQ city

Halifax

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Magazine and Digital Subscriptions: Annual and multi-year subscriptions to Mindful magazine providing print issues and unlimited digital access to mindful.org and PDF magazine archive. Some subscriptions operate on automatic renewal (continuous service program).
2. Online Course Sales: Individual courses sold at various price points ($39-$497) through the online learning platform. Courses are taught by expert mindfulness teachers and include topics like meditation, yoga, compassion training, and workplace mindfulness.
3. Mobile Application: Free mindfulness app available on App Store and Google Play, with subscription option for premium features including unlimited access to guided meditations, courses, and exclusive content.
4. Advertising: Advertisement placements on mindful.org and in the Mindful magazine targeting individuals interested in mindfulness, meditation, wellness, and personal development.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Mindful develops and distributes mindfulness and meditation educational content across a multi-platform ecosystem anchored by mindful.org, a free iOS/Android mobile app, an online learning platform for paid expert-taught courses, the "12 Minute Meditation" podcast series, and a bimonthly print/digital magazine. Its core products are ad-supported editorial content, freemium mobile-guided meditation, paid online courses priced between $39 and $497, and recurring magazine subscriptions.

Product overview

Mindful operates as a multi-platform mindfulness and meditation content company, consisting of the Mindful.org website (the core digital platform delivering articles, guided meditations, and courses), the Mindful Mobile App (for on-the-go access), the Mindful Online Learning platform (offering structured courses from expert instructors), the 12 Minute Meditation Podcast series, and Mindful Magazine (a print/digital publication). The products work together to provide a comprehensive ecosystem for mindfulness education, ranging from free content to premium courses and physical products.

Differentiator

Problem solved

Functional benefit

Brands

• 12 Minute Meditation: A podcast series featuring 12-minute guided meditations with various teachers

Products and services

• Mindful.org Website The primary digital publishing platform offering articles, guided meditations, podcasts, course listings, and editorial content on mindfulness and meditation practices. Free content with subscription and purchase entry points.
• Mindful Mobile App Free iOS and Android mobile application providing guided meditations, mindfulness courses, and on-the-go practice tools, with a premium subscription tier for additional content and features.
• Mindful Online Learning Courses A collection of paid and free online courses on the dedicated learning platform covering meditation, compassion, yoga, resilience, mindful leadership, and clinical applications, taught by experts including Jon Kabat-Zinn, Sharon Salzberg, Tara Brach, Diana Winston, and others. Course prices range from $39 to $497.
• 12 Minute Meditation Podcast A flagship podcast series featuring brief guided meditations designed for busy individuals, hosted by various mindfulness teachers including Cara Bradley, distributed via Apple Podcasts, Spotify, and other major audio platforms.
• Mindful Magazine A print and digital publication covering mindfulness research, practices, and expert interviews, published bimonthly with annual and themed issues, distributed via subscription with unlimited digital access to mindful.org and PDF archive access.
• Guided Meditation Library An extensive catalog of audio and video guided meditation practices on mindful.org, organized by topic including stress, sleep, kids, eating, breathing, work, and movement.
• Mindful Affirmation Cards Physical affirmation cards available through the Mindful online shop (shop.mindful.org) for daily mindfulness practice.

Quantifiable outcome

• The wellness apps market is projected to grow from USD 14.71 billion in 2026 to USD 34.20 billion by 2033, representing a 15.1% CAGR

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• UCLA Mindful Awareness Research CentercoreStrategic or Co-development PartnerPartnership with UCLA MARC for research-backed content and course development. Diana Winston serves as Director of Mindfulness Education at UCLA MARC while contributing to Mindful's content. Joint courses include Cultivating Forgiveness with UCLA instructors.
• Naropa UniversitycoreStrategic or Co-development PartnerAcademic partnership with Naropa University for course development. Joint courses include 'Welcome: A Compassion Training' and 'Real Leadership: Practicing Mindfulness at Work' featuring Naropa faculty.
• Metta InstitutecoreStrategic or Co-development PartnerPartnership with the Metta Institute for end-of-life care and mindfulness education. Joint course 'Being a Compassionate Companion' developed with Metta Institute faculty.
• Calmer ChoiceminorStrategic or Co-development PartnerCalmer Choice is one of Mindful's charitable partners for the Mindful30 program—a 30-day online program delivering insights and guided practices. Calmer Choice delivers mindfulness-based stress reduction programs to children in schools and community organizations.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Peloton: Connected fitness platform that has expanded into meditation, stretching, and mindfulness content. Comparable through its premium subscription content model and corporate wellness (Peloton for Business), though mindfulness is one category among many.
• Apple Fitness+: Apple's subscription fitness and wellness service including guided meditations and Mindful Cooldown sessions. Comparable as a platform distribution surface and competing for the same meditation consumer, though bundled with broader Apple services.
• MasterClass: Subscription video platform featuring expert-led courses from world-renowned instructors. Comparable to Mindful's online learning platform on the celebrity-expert course model and individual course pricing, though MasterClass operates across many categories beyond mindfulness.

Direct peers

• Headspace: Subscription meditation and mindfulness app offering guided meditations, courses, and corporate wellness programs. Most directly comparable to Mindful's app + courses combination with similar target audience and freemium model, but at significantly larger scale.
• Calm: Leading meditation and sleep app with courses, celebrity-narrated content, and corporate wellness (Calm Business). Directly comparable on product category, freemium app model, and employer-wellness go-to-market, though far larger and better capitalized.
• Insight Timer: Free meditation app with the largest library of user-generated guided meditations and a strong community/timer feature. Directly comparable to Mindful's app and online community positioning, with overlap on teacher-led content.
• Ten Percent Happier: Meditation app and podcast-led brand built around Dan Harris, offering courses from expert teachers. Directly comparable to Mindful's expert-instructor course model and editorial/podcast content strategy.
• Simple Habit: On-demand meditation and mindfulness app offering short, topic-specific guided sessions. Comparable to Mindful's app and short-form podcast (12 Minute Meditation) approach targeting busy professionals.

Emerging players

• The Mindfulness App: Subscription meditation app with guided meditations, courses, and reminders. Similar app-first, freemium model to Mindful's mobile offering, though narrower in editorial brand depth.
• Breethe: Meditation, sleep, and therapy app with a freemium model. Comparable to Mindful on freemium app monetization and breadth of wellness content (sleep, stress, therapy-adjacent).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MindfulOnline
• YouTubeyoutube.com/channel/UCXsjej0djMYxtGC3RMHBUvg
• Facebookfacebook.com/mindfulorg
• LinkedInlinkedin.com/company/mindful-org
• Instagraminstagram.com/mindfulmagazine
• TikToktiktok.com/@mindful.org
• Pinterestpinterest.com/mindfulonline

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

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 Mindful