Know Yourself

What Know Yourself does

Know Yourself (知我心理) is a China-based consumer psychology education and mental wellness platform founded in 2016 and headquartered in Shanghai, with a 51–100 employee footprint and additional legal entities in Beijing. The platform serves individual consumers seeking self-understanding, relationship guidance, stress and anxiety management, and general psychology education. Its product surface comprises two mobile applications — the flagship 知我心理APP (Zhiwo Xinli) for psychological assessments, counseling and educational content, and 月食 (Yueshi) as a complementary wellness application — plus an article library on knowyourself.cc covering mental health, romantic relationships, emotional management, classical psychology theory, and related encyclopedic topics. The underlying technology is a conventional mobile-app stack: a psychological assessment engine, content management system and consultation booking module, with no proprietary AI, SDK, or API surface disclosed.

The business model is self-serve and consumer-direct, monetizing across three streams: fees from psychological assessments and self-report instruments (MBTI, self-esteem, anxiety/depression scales), one-off course and training program sales routed through a Youzan e-commerce storefront, and recurring/session-based fees for psychological counseling and real-time "instant consultation" services. Customer acquisition is content-led and community-driven rather than sales-led: the company publishes psychology articles on its own site and on WeChat (KnowYourself public account), Weibo, Zhihu and Xiaohongshu to drive top-of-funnel traffic, then converts users through app-store downloads and Youzan purchases. Pricing is not publicly disclosed, and the company has no disclosed enterprise customers, B2B channel, or international footprint — operations are single-country (China), with a multi-entity legal structure (北京极限海网络科技 as the primary APP-operating entity, plus 知我探索教育科技 (Beijing) and 上海总角教育科技). Founded by Zhuang Qian, who serves as CEO, the company has raised institutional capital including a $10M round led by Eight Roads Ventures in 2021 and a subsequent round in 2022.

Name

Know Yourself

Legal name

北京极限海网络科技有限公司

Website

https://knowyourself.cc

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Know Yourself (知我心理) is a China-based consumer psychology platform that delivers self-assessments, counseling, educational content, and training courses through two mobile apps (知我心理 and 月食) and a multi-platform content distribution network serving individual consumers seeking self-understanding, relationship guidance, and emotional management.

Ownership category

akta.pro rank

Product category

Online Psychology Education

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Mindfulness, Meditation & Stress Management Education (EDAAAHAD)

akta.pro secondary industries

Mindfulness-Based Coaching & Training (MBSR/MBCT-style) (HSADAJAB), Guided Meditation Instruction (1:1 & Group) (HSADAJAA)

Keywords

• Online psychology education
• Mental health assessments
• Psychological counseling services
• Mental wellness content
• Psychology self-testing

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Psychological Assessment Services: Fees from psychological tests and assessments conducted through the platform
2. Course and Training Programs: Revenue from psychological education courses and training programs sold through Youzan e-commerce integration
3. Psychological Counseling Services: Fees charged for psychological consultation and real-time counseling services offered through the platform

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Know Yourself (知我心理) operates a psychology education platform in China offering psychological assessments (including MBTI, self-esteem, and anxiety/depression scales), professional psychological counseling and instant consultation services, and a content library covering mental health, relationships, and emotional management. The platform is delivered through two mobile applications (知我心理APP and 月食APP), a website, and supplemented by paid psychology courses distributed via Youzan e-commerce.

Product overview

Know Yourself (知我心理) operates as a mental health and psychology content platform with multiple product touchpoints. The core offerings consist of two mobile applications: 知我心理 APP (Zhiwo Xinli APP) as the primary platform providing psychological assessments, counseling services, and educational content, and 月食 APP (Yueshi APP) as a secondary wellness-focused application. Supporting these are 知我心理测评 for assessment services, 心理咨询 for professional counseling, 即时咨询 for real-time support, 心理学知识 for content delivery, and 课程培训 for educational courses. The company operates its own content platform while leveraging Youzan for course commerce functionality.

Differentiator

Problem solved

Functional benefit

Brands

• 知我心理APP: Psychological assessment and counseling mobile application
• 月食APP

Products and services

• 知我心理 APP (Zhiwo Xinli APP)

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Calm: Global leader in mindfulness and mental wellness apps with subscription content, meditations, and sleep stories. Comparable as a mental wellness content + subscription platform, though Calm focuses on meditation rather than psychology assessments.
• Headspace: Global mental wellness platform with guided content, coaching, and corporate B2B. Comparable in mindfulness/metal wellness content monetization and emerging B2B EAP distribution strategy relevant to Know Yourself's potential expansion.
• BetterHelp: Large-scale online counseling platform owned by Teladoc. Relevant comparable for the counseling and instant-consultation services side of Know Yourself's offering, particularly regarding scalability and unit economics.
• 腾讯健康 (Tencent Health): Health and wellness content/services arm of Tencent, one of China's largest internet platforms. Comparable as a broad incumbent that distributes free mental health and wellness content at scale, directly competing for organic discovery.

Direct peers

• 壹心理 (1Psychology / Xinli001): Long-standing Chinese psychology content and community platform with online courses, assessments, and counseling. Highly comparable in content-led GTM and consumer psychology audience overlap.
• 简单心理 (Simple Psychology): One of China's most recognized online mental health platforms, offering psychological assessments, online counseling, and content. Directly comparable to Know Yourself in target audience, product mix (tests + counseling), and China-only focus.
• 壹点灵 (Yidianling): Chinese online counseling and psychology service platform offering 1:1 therapy and assessments to consumers. Closely comparable in counseling-centric business model and Chinese consumer focus.
• 看见心理 (Kanjian Xinli): Online mental health service platform offering counseling, assessments, and psychology content to Chinese consumers. Comparable in product mix and target demographic.

Emerging players

• 武志红心理 (Wuzhihong Psychology): Influencer-led Chinese psychology platform built around clinical psychologist Wu Zhihong's content brand, offering courses and counseling. Comparable as a content-led psychology brand competing for the same Chinese consumer.
• 心晴 (Xinqing): Emerging Chinese mental wellness mobile app with mood tracking and content. Comparable as an adjacent Chinese consumer mental wellness application targeting similar younger demographics on Xiaohongshu and WeChat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

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 Know Yourself