Cogs
Cogs is a London-based health tech company that offers a mobile mental wellbeing app for neurodivergent individuals (autistic, ADHD, dyspraxic), monetizing through consumer subscriptions and additionally developing AI-powered assessment software for children with special educational needs.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Cogs does
Cogs AI Ltd. is a London-based health technology company founded in 2021 that builds a mobile mental wellbeing application designed specifically for neurodivergent individuals — including autistic, ADHD, and dyspraxic users. The company's flagship product, the Cogs Mental Wellbeing Coach, is distributed as a self-serve iOS and Android app and combines an onboarding burnout-profile questionnaire with personalized self-care plans, neurodiversity-specific reflections (text, drawing, and voice notes), audio and visual stims for self-regulation, and tailored affirmations. The application has been deployed within the NHS, where users have reported a 32% improvement in anxiety and depression symptoms after two weeks of use, providing the company's primary clinical validation signal.
The underlying technology is described as combining neuroscience research with community-sourced insights, and the product is positioned as co-created with the neurodivergent community. Beyond the consumer app, the company is developing AI-powered assessment software for children with special educational needs, funded by a £415,000 Innovate UK grant awarded in June 2023, signaling a strategic expansion into paediatric assessment tooling in addition to the adult wellbeing use case. The company holds partnerships with the NHS, University of Cambridge, UKRI, BGV, and WomenTech EU, and is GDPR compliant.
Cogs operates a direct-to-consumer product-led growth model, monetizing through mobile app subscriptions priced at £7.99 per month or £69.99 per year following a 7-day free trial. Distribution is exclusively through the Apple App Store and Google Play Store, with marketing driven by app store optimization, user testimonials, and earned media rather than a direct sales force. The company is privately held, founder-led by CEO Zareen Ali, and has raised approximately £603,000 in disclosed funding across a 2021 seed round, a 2023 Innovate UK grant, and a 2024 ULTRA.VC investment.
Cogs firmographics
Firmographics- Name
- Cogs
- Legal name
- Cogs AI Ltd.
- Website
- https://cogs-ai.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Cogs is a London-based health tech company that offers a mobile mental wellbeing app for neurodivergent individuals (autistic, ADHD, dyspraxic), monetizing through consumer subscriptions and additionally developing AI-powered assessment software for children with special educational needs.
- Ownership category
- akta.pro rank
Cogs industry classification
Industry- Product category
- Digital Mental Wellbeing Mobile App
- NAICS
- Outpatient Mental Health and Substance Abuse Centers (621420), Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Behavioral Health & Neurocognitive Therapeutics (Digital) (HLACANAI)
- akta.pro secondary industries
- Special Needs Skill-Building & Therapy Learning Apps (Autism, OT/PT, Life Skills) (EDAFAKAJ), Executive Functioning & Self-Regulation Coaching (OT) (EDAKAFAI), Recreation Therapy, Stress Management & Mindfulness Programs (EDALAFAO)
Keywords
Where Cogs is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Cogs business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription Revenue: Monthly and annual subscription model with 7-day free trial period. Users subscribe through the mobile app on iOS or Android platforms via App Store or Google Play.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Trial - 7 days full access |
| Subscription | Monthly | Monthly Subscription |
| Subscription | Annual | Yearly Subscription |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Cogs product offering
Product offeringCore offering
Cogs offers a mobile mental wellbeing application designed specifically for neurodivergent individuals (autistic, ADHD, dyspraxic). The app delivers personalized self-care plans generated from an on-boarding burnout assessment, plus neurodiversity-friendly reflections (writing, drawing, voice notes), self-regulation audio and visual stims, breathing/movement exercises, and tailored affirmations. It is distributed as a subscription-based consumer product on iOS and Android via a 7-day free trial followed by £7.99/month or £69.99/year subscription.
Product overview
Cogs offers a single unified mobile application - the Cogs Mental Wellbeing Coach - a mental health app specifically designed for neurodivergent people. The app combines personalized self-care plans generated from an onboarding questionnaire, with features including reflections (supporting text, drawing, and voice notes), self-regulation tools (audio stims, visual stims, movement and breathing exercises), and neurodiversity-specific affirmations. Available on iOS (App Store) and Android (Google Play), the app is offered on a subscription basis with a 7-day free trial, monthly (£7.99/month), and yearly (£69.99/year) pricing tiers. The company was founded in 2021 with NHS validation and claims 32% improvement in anxiety and depression symptoms among NHS users after two weeks of use.
Differentiator
Problem solved
Functional benefit
Products and services
- Cogs Mental Wellbeing Coach A mobile mental wellbeing app specifically designed for neurodivergent individuals (autistic, ADHD, dyspraxic). It generates a personalized burnout profile from an on-boarding questionnaire, tracks daily burnout signs, and delivers wellbeing tools including reflections (writing, drawing, voice notes), self-regulation audio/visual stims, breathing and movement exercises, and tailored affirmations. Available on iOS and Android via a 7-day free trial followed by £7.99/month or £69.99/year subscription.
Quantifiable outcome
- 32% improvement in symptoms of anxiety and depression after two weeks of using the app (NHS validated)
- +1 more outcomes
Companies that use Cogs
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Cogs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature5 records
Cogs partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- NHScoreCogs is used within the NHS as a validated mental wellbeing tool for neurodivergent patients. The partnership provides clinical validation with 32% improvement reported in anxiety and depression symptoms after two weeks of use.
- University of CambridgeminorUniversity of Cambridge listed as a partner, indicating research collaboration or academic partnership in neuroscience or neurodiversity research.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Cogs competitors and assessment
Company assessmentDirect peers
- Headspace: Headspace is a subscription-based mental wellbeing and meditation app targeting consumer and employer channels. It competes directly with Cogs on app-store distribution, freemium subscription model, and B2B employer/wellness positioning, though Cogs differentiates by focusing specifically on neurodivergent users rather than general audiences.
- Calm: Calm is a leading consumer mental wellness subscription app offering meditation, sleep, and self-regulation content. It is comparable to Cogs in business model (freemium subscription via app stores) and category (mental wellbeing tools for individuals), but lacks Cogs' neurodiversity-specific design and clinical validation.
- Wysa: Wysa is an AI-driven mental health chatbot app offering anonymous, self-guided cognitive-behavioral support. It is comparable to Cogs as a digital mental health tool combining AI with self-care exercises, with NHS-style deployments, and overlapping with Cogs on employer and health-system channels.
- Woebot Health: Woebot Health develops AI-driven digital therapeutics for behavioral health. It is comparable to Cogs as a clinically-validated, AI-enabled mental wellbeing product targeting similar behavioral health outcomes, though Woebot focuses on broader populations and regulated DTx pathways.
- Inflow: Inflow is a subscription app providing ADHD-specific support through education, exercises, and community. It is a direct peer to Cogs because it serves a largely overlapping neurodivergent audience via a freemium consumer subscription model on the app stores.
- Joon Care: Joon Care is a digital mental health service specializing in support for neurodiverse youth and families. It is comparable to Cogs as a neurodiversity-focused mental health product targeting young users and families, with overlapping audience and use cases around ADHD and autism support.
Emerging players
- BeMe Health: BeMe Health is a mobile mental health platform designed for teens and young adults. It is comparable to Cogs as a younger-skewing consumer mental health subscription app with content tailored to specific populations, intersecting with Cogs' SEN assessment use case.
- Limbic: Limbic is a UK-based AI mental health company offering digital tools deployed in NHS services. It is comparable to Cogs as a UK health tech startup combining AI with NHS deployment pathways in the behavioral health space, though Limbic focuses on triage and self-referral rather than consumer subscription.
Broad incumbents
- BetterHelp: BetterHelp is the largest online teletherapy subscription platform. It is comparable to Cogs as a consumer mental health subscription product, though BetterHelp operates human therapist matching rather than self-guided digital tools, putting it adjacent rather than head-to-head with Cogs.
- SilverCloud Health (Amwell): SilverCloud Health (now part of Amwell) provides digital mental health programs used by NHS and insurers globally. It is comparable to Cogs as a digital mental wellbeing platform with NHS deployment, but operates as a regulated B2B digital therapeutic rather than a consumer app.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Cogs social profiles
Digital presenceCogs compliance and trust
Trust signalCompliance1 record
Cogs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cogs leadership team
Management profileNumber of profiles
Profiles2 records
Cogs funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cogs 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 Cogs
What does Cogs do?
Cogs offers a mobile mental wellbeing application designed specifically for neurodivergent individuals (autistic, ADHD, dyspraxic). The app delivers personalized self-care plans generated from an on-boarding burnout assessment, plus neurodiversity-friendly reflections (writing, drawing, voice notes), self-regulation audio and visual stims, breathing/movement exercises, and tailored affirmations. It is distributed as a subscription-based consumer product on iOS and Android via a 7-day free trial followed by £7.99/month or £69.99/year subscription.
Is Cogs a public or private company?
Cogs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cogs founded?
Cogs was founded in 2021. It employs 1 to 10 people.
Where is Cogs based?
Cogs is headquartered in London, United Kingdom, in the Europe region.
How does Cogs make money?
One revenue line is on record: subscription Revenue.
Who are Cogs's main competitors?
Direct peers on record are Headspace, Calm, Wysa, Woebot Health, Inflow and Joon Care. Emerging players are BeMe Health and Limbic. Broad incumbents are BetterHelp and SilverCloud Health (Amwell).
Does Cogs have an API?
No public API is recorded for Cogs.
What industry is Cogs in?
Cogs's product category is Digital Mental Wellbeing Mobile App. Its primary akta.pro industry code is HLACANAI, Behavioral Health & Neurocognitive Therapeutics (Digital), with a secondary code of EDAFAKAJ, Special Needs Skill-Building & Therapy Learning Apps (Autism, OT/PT, Life Skills). Its NAICS code is 621420 and its SIC code is 7372.