Groov

What Groov does

Groov Limited is a New Zealand-based software company, headquartered in Auckland and founded in 2019 (originally as Mentemia), that builds intelligent care platforms extending mental health and wellbeing support beyond the clinic and into the flow of work. The company operates three product lines: Groov Health for health systems and primary care providers, co-developed with Health New Zealand and endorsed by NAIAEAG; Groov Business (PerformanceCare), an organizational intelligence platform combining Groov Scan (workforce behavior analytics from Slack, Microsoft Teams, Microsoft 365, Google Workspace, and CRM systems), Groov Intelligence (predictive analytics and psychosocial risk signaling), and Groov Support (always-on AI coaching); and the free Groov App, which has been downloaded over 300,000 times and provides on-demand AI wellbeing tools without referral or waitlist. In November 2025 the company launched Ask Groov, an AI therapy chatbot built with certified mental health professionals targeting mild-to-moderate needs.

Underlying technology combines natural language processing for conversational support, predictive analytics and anomaly detection on continuous workforce behavioral data, recommendation engines for personalized content, and process automation for in-workflow prompts. The platform is deployed on AWS with ISO/IEC 27001:2022 certification, GDPR and CCPA compliance, with HIPAA and SOC2 Type 2 in progress. It integrates natively into Slack and Microsoft Teams.

Commercially, Groov operates a B2B enterprise SaaS model with quote-based subscriptions (Platform Fee, Server Fee, Services Fee) sold through a direct field sales motion primarily to enterprises and health systems across New Zealand, Australia, the United Kingdom, and the United States, supplemented by a freemium consumer app and select professional services. The company employs 11–50 people, is privately held and founder-owned (co-founded by Sir John Kirwan and Adam Clark, with Matt Krogstad as CEO from circa 2024), and has historically funded operations through New Zealand government innovation grants (Callaghan Innovation) and small equity rounds with Icehouse Ventures, K1W1, Pathfinder, and Accident Compensation Corporation — without disclosed institutional venture capital.

Name

Groov

Legal name

Groov Limited

Website

https://groovnow.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Groov is a New Zealand-based intelligent care platform that combines behavioral science and AI to deliver workplace wellbeing analytics and mental health support to enterprises, health systems, and individual consumers via Groov Health, Groov Business, and the free Groov App.

Ownership category

akta.pro rank

Product category

Mental Health and Workplace Wellbeing Software

NAICS

Health Care and Social Assistance (62), Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Integrated Behavioral Health (Collaborative Care) Platforms (HLALAEAC)

akta.pro secondary industries

Symptom Checker & Self-Triage Platforms (HLALAJAB), GRC Platforms & Workflow Automation (HDADAIAA), Compliance, GRC Workflow & Audit Automation Platforms (HDAEAHAL)

Keywords

• Mental health platform
• Workplace wellbeing software
• AI therapy chatbot
• Employee support platform
• Organizational intelligence

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Platform/SaaS Subscription: Core revenue from Platform Fee, Server Fee, and Services Fee as described in customer terms. Subscription-based access to Groov Business for enterprise organisations with Authorised Users licensing. Fees specified on Order Form with payment via direct debit or credit card.
2. Professional Services: Support and guidance regarding best-practice use of the Platform (the Services). Enhanced support services for excessive requests, repeated training, and custom-built integrations available at additional cost.
3. Freemium - Groov App: The Groov App is free for everyone - providing everyday support, practical tools for managing stress, building resilience, and mental health support at no cost. No referral needed, available anytime.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Groov builds intelligent care platforms for health systems and organisations. Its offerings include Groov Health (extending clinical care beyond appointments for health systems and primary care providers), Groov Business/PerformanceCare (organisational intelligence and always-on employee support combining workforce analytics with AI coaching), and the free Groov App (on-demand AI health coaching for individuals). The Ask Groov AI therapy chatbot anchors the platform and is available publicly and via workplace integrations.

Product overview

Groov is an intelligent care platform for health systems and organisations, comprising three core product lines: Groov Health (healthcare platform for extending care beyond the clinic), Groov Business/PerformanceCare (organizational intelligence and employee support combining Groov Scan, Groov Intelligence, and Groov Support modules), and the free Groov App (on-demand AI coaching for individuals). The platform is anchored by Ask Groov, an AI-powered chatbot built by certified mental health professionals, and extends through integrations with Slack and Microsoft Teams. Groov also operates social impact initiatives including NZ Check-In and the Burnout E-Learning module, and produces content through the Open Minded and Dialing In podcasts.

Differentiator

Problem solved

Functional benefit

Brands

• Ask Groov: AI-powered therapy chatbot providing 24/7 mental health support for mild-to-moderate needs, developed with certified mental health professionals and Health New Zealand.
• Groov Health
• Groov Business
• Groov App
• Groov Social Impact
• Groov PerformanceCare

Products and services

• Groov Health Intelligent care platform for health systems, PHOs, and primary care providers that keeps patients supported between appointments while giving clinical teams visibility into what is actually working for patients outside the clinic.
• Groov Business (PerformanceCare) Organisational intelligence and employee support platform for enterprise and mid-market organisations, combining continuous workforce behavioural analytics (Groov Scan), AI-powered insights (Groov Intelligence), and always-on AI coaching (Groov Support) to replace or augment traditional low-utilisation EAPs.
• Groov App Free mobile application providing on-demand AI health coaching, practical tools for managing stress, building resilience, and everyday mental health support, available anytime without referral or waitlist.
• Ask Groov AI-powered therapy chatbot providing safe, evidence-based mental health support 24/7 for mild-to-moderate needs, developed by certified mental health professionals, available publicly and as an integrated workplace tool through Slack and Microsoft Teams.
• Performance Care Accelerator Paid advisory session service for senior leaders focused on balancing organisational performance with employee care, delivered by co-founder Sir John Kirwan and Chief Science Officer Dr Laura Hamill.

Quantifiable outcome

• Traditional EAP utilisation rates below 5%
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability7 records

Feature7 records

Partnerships

Six partnerships are on record, tiered core, minor and flagship.

• Health New ZealandcoreStrategic or Co-development Partner · 9 October 2025Health NZ and Sir John Kirwan launched AI therapy chatbot 'Ask Groov' targeting young New Zealanders with mild to moderate mental health needs. Developed in partnership with Health New Zealand, endorsed by NAIAEAG. This is a flagship partnership for the Ask Groov mental health chatbot product, launched amid ethics debate among clinicians about AI therapy appropriateness and safety.
• Sir John KirwancoreOthersSir John Kirwan (All Blacks legend, mental health advocate) co-founded Groov. His 30-year vision for intelligent mental health care is realising through Groov's safe AI platform. He serves as co-founder, delivering webinars and podcasts (Open Minded, Dialing In) and represents Groov at events and conferences globally.
• Chameleon CreatorminorStrategic or Co-development PartnerCollaborated with Chameleon Creator e-learning platform to provide a free burnout module, extending workplace science expertise to the general population and L&D professionals.
• New Zealand RugbyflagshipStrategic or Co-development PartnerMulti-year partnership making Groov the official wellbeing partner of New Zealand Rugby. Joint initiative to improve player and staff wellbeing using Groov's platform.
• McKinsey Health InstitutecoreStrategic or Co-development PartnerVirtual CHRO roundtable discussion hosted by McKinsey Health Institute in collaboration with Groov, bringing together HR leaders to discuss workplace wellbeing.
• Dr Laura HamillcoreOthersOrganisational psychologist, business leader, and expert at the intersection of science, data, and leadership. Co-delivers Performance Care Accelerator sessions with Sir John Kirwan.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Headspace Health: Headspace (combined with Ginger) is a broad incumbent offering consumer meditation plus B2B therapy/coaching — overlapping with Groov App consumer reach and Groov Business enterprise motion.
• TELUS Health (LifeWorks): TELUS Health's LifeWorks is a global incumbent in EAP and digital mental health for employers — overlaps with Groov Business's enterprise wellness and workplace analytics positioning.
• Calm: Calm is a large incumbent consumer and B2B mindfulness/meditation app — comparable to Groov's consumer mental wellbeing app and partnership motion with employers like NZ Rugby.

Direct peers

• Spring Health: Spring Health is a US-based B2B mental health platform selling employer benefits combining therapy, coaching and AI-driven routing — directly comparable to Groov Business/PerformanceCare's enterprise mental wellbeing and analytics positioning.
• Lyra Health: Lyra Health is a leading enterprise mental health benefits provider offering therapy, coaching, and AI-enabled navigation to global employers — the most direct comparator to Groov's enterprise wellbeing and EAP-replacement pitch.
• Modern Health: Modern Health is a global B2B mental health platform for employers and health plans, pairing digital self-service with a global provider network — closely aligned with Groov's hybrid AI-coaching-plus-clinical-care approach.
• Unmind: Unmind is a UK-headquartered workplace mental health platform serving large enterprises with measurement, content and clinical access — the closest UK/EU-headquartered peer to Groov Business's enterprise motion.
• Oliva (formerly Spill): Oliva is a UK B2B mental wellbeing platform combining therapy, EAP and proactive team-level analytics — comparable to Groov's mid-market enterprise wedge and Slack/Teams-first delivery.

Emerging players

• Wysa: Wysa is an AI conversational mental health platform with NHS partnerships in the UK — an emerging comparitor to Ask Groov's chatbot-led, ringfenced-AI mental health approach.
• Woebot Health: Woebot Health builds clinically-validated AI chatbots for mental health support, also working with health systems and employers — directly comparable to Ask Groov in modality and target use case.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/groovnow
• Xx.com/groov_now
• Facebookfacebook.com/groovnow

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds4 records

Investors5 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 Groov