STEPPI

What STEPPI does

STEPPI is a Dubai-headquartered corporate wellness and community engagement platform founded in 2019 that enables organisations to launch step and activity challenges for employees and consumers. The platform offers a unified architecture comprising STEPPI Teams (corporate), STEPPI Community (free consumer app), STEPPI Enterprise (white-label and bespoke builds), STEPPI Track (smartphone-native step counter launching 2026), and the seasonal Dubai Mallathon community event. Technology is cloud-based, hosted on Microsoft Azure, with native iOS, Android, and Huawei App Gallery applications plus a web admin portal (portal.steppi.com). The platform integrates with 8+ wearable and health data sources (Apple HealthKit, Google Health Connect, Google Fit, Fitbit, Garmin Connect, Huawei Health, Apple Watch, and Whoop forthcoming) and uses the phone's built-in motion sensor to count steps without requiring a wearable device.

The product surface includes live leaderboards, in-app social feeds with reactions and comments, achievement badges and streaks for gamification, real-time administrative dashboards with department-level insights on the Pro tier, and a Steps Wallet rewards marketplace where users redeem accumulated steps for retailer offers via in-store or online codes. Named enterprise customers include Google, Emirates, Bupa, PwC, Siemens, EY, Accenture, adidas, Mubadala, Dubai Police, Etihad Rail, KPMG, Dubai Health Authority, and AstraZeneca, alongside 3,000+ corporate clients across UAE, KSA, and UK markets.

STEPPI's business model combines subscription recurring revenue (corporate programmes tiered at $2,999 for a 45-day challenge, $6,199 for a 180-day Starter, and $9,699 for a 12-month Pro), licensing and Platform-as-a-Service revenue (market licensee model for new territories), and a freemium consumer app monetized indirectly through corporate clients and rewards marketplace brand partnerships. Go-to-market blends enterprise direct sales, a reseller programme for managed markets, a market licensee programme for new geographies, and the Dubai Mallathon event as a community acquisition channel. The company is privately held by its founders (Joe Franklin, Co-Founder & CEO; Emily Franklin, Co-Founder & Head of Programmes) and backed by a single $1.8 million funding round from Embody Fitness in October 2021, with STEPPI UK LIMITED incorporated in England and Wales in 2026 to support UK expansion.

Name

STEPPI

Legal name

STEPPI UK LIMITED

Website

https://steppi.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

STEPPI is a Dubai-headquartered corporate wellness and community engagement platform founded in 2019 that enables organisations to launch step and activity challenges for employees via mobile apps, leaderboards, gamification, wearable integration, and a rewards marketplace, serving 3,000+ corporate clients across UAE, KSA, and UK.

Ownership category

akta.pro rank

Product category

Corporate Wellness Software

akta.pro primary industry

Employer/Member Engagement Platforms for Provider-Sponsored Plans (HLACAEAM)

Keywords

• Corporate wellness platform
• Step challenge software
• Employee engagement tool
• Wellness rewards marketplace
• Team fitness tracking

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Corporate Wellness Platform Subscriptions: Annual and multi-year subscriptions for organisations accessing the STEPPI Teams platform. Three tiers: 45-day challenge ($2,999), 180-day Starter ($6,199), and 12-month Pro ($9,699). Per-user pricing scales with team size.
2. Enterprise White-Label & Bespoke Solutions: Custom development, white-label apps, and API integrations for organisations wanting fully branded wellness platforms. Platform-as-a-Service model for new market licensees.
3. Rewards Marketplace (Partner Commissions): Free to list for brands; premium placement, featured rewards, and challenge sponsorship available at additional cost. Commission-free for basic listings.
4. STEPPI Community App: Free app for individual users. Revenue derived from B2B corporate clients and brand partnerships rather than direct consumer charges.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

STEPPI is a corporate health and community engagement platform that enables organizations to launch step and activity challenges for employees through a cloud-based SaaS solution (STEPPI Teams). The platform includes smartphone and wearable step tracking, live leaderboards, in-app social feeds, gamification (badges and streaks), and a Steps Wallet rewards marketplace, supported by a free consumer app (STEPPI Community) and bespoke white-label enterprise builds (STEPPI Enterprise).

Product overview

STEPPI is a fitness and wellness technology company offering a unified platform across corporate wellness (STEPPI Teams) and consumer wellness (STEPPI Community) segments. The core STEPPI Teams platform provides organisations with step challenges, team leaderboards, social engagement features, badges, wearable device sync, and admin dashboards. STEPPI Community is the free consumer app where individuals participate in challenges and earn rewards. STEPPI Enterprise delivers white-label or bespoke wellness solutions for large organisations. The product ecosystem also includes STEPPI Track (smartphone step counting, launching 2026), the STEPPI Rewards Marketplace for brand partner redemptions, the seasonal Dubai Mallathon community event, and reseller/licensee partnership programmes. The platform integrates with all major wearable devices and fitness apps (Apple Health, Fitbit, Garmin, Google Fit, Huawei Health, Health Connect) and is available in iOS, Android, and web portal formats.

Differentiator

Problem solved

Functional benefit

Brands

• STEPPI Teams: Corporate wellness solution enabling employers to offer employees access to the STEPPI platform as part of a structured wellness programme with team challenges, leaderboards, and engagement features.
• STEPPI Community
• STEPPI Enterprise
• STEPPI Track

Products and services

• STEPPI Teams STEPPI's corporate wellness SaaS platform enabling organisations to launch step and activity challenges for employees. Features include team and individual challenges, live leaderboards, social feeds, badges, wearable sync, and real-time reporting dashboards for HR and wellness administrators.
• STEPPI Community The public-facing consumer wellness app where individuals join challenges, track steps, earn rewards, and connect with a community. Free to download and participate with monthly challenges, leaderboards, and a rewards marketplace.
• STEPPI Enterprise Bespoke technology solutions for organisations wanting white-label wellness platforms or fully customised builds. Includes custom development, scalable infrastructure from hundreds to millions of users, API integrations with existing platforms, and fully customised data analytics dashboards.
• STEPPI Track STEPPI's built-in smartphone step counter feature that turns any phone into a step tracking device using the phone's built-in motion sensor — no wearable required. Available on iOS and Android with steps backfilled automatically if the app has not been opened.
• STEPPI Rewards Marketplace A rewards ecosystem where STEPPI users redeem accumulated steps for exclusive offers, discounts, and experiences from brand partners. Most offers unlock at 10,000 steps. Supports in-store redemption via verification codes and online redemption via discount codes.
• Dubai Mallathon A seasonal community walking/running event powered by STEPPI. The 2026 edition runs 15 June to 15 September across 9 Dubai malls. Participants track steps via STEPPI app or phone motion sensor, compete on daily leaderboards, and earn rewards from mall retailers.
• STEPPI Reseller Programme Channel programme allowing resellers to sell STEPPI's corporate wellness platform to their own client base in markets STEPPI operates directly (UAE, KSA, UK). Partners include insurers, brokers, HR & benefits providers, distributors, and entrepreneurs with full sales enablement and training.
• STEPPI Market Licensee Programme Platform-as-a-Service licensing model where licensees run STEPPI sales, onboarding, and support operations for an entire market. Exclusive or non-exclusive market rights available, with STEPPI hosting and maintaining the platform. Currently open for Qatar, Kuwait, Bahrain, Singapore, Canada, and Australia.

Quantifiable outcome

• 96% of participants become more active - participation turning into measurable increases in daily activity
• +5 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature8 records

Partnerships

27 partnerships are on record, tiered flagship and core.

• Dubai MallflagshipStrategic or Co-development PartnerPrimary venue partner for Dubai Mallathon 2026. Mall converted into morning fitness track with marked routes (2.5K, 5K, 10K). Daily challenges 7-10 AM. STEPPI tracks steps automatically via app or wearable.
• Mall of the EmiratesflagshipStrategic or Co-development PartnerVenue partner for Dubai Mallathon 2026. Morning walking routes from 7-10 AM. STEPPI integration for automatic step tracking and leaderboard participation.
• City Centre DeiraflagshipStrategic or Co-development PartnerVenue partner for Dubai Mallathon 2026. Morning walking routes from 7-10 AM. STEPPI integration for automatic step tracking.
• City Centre MirdifflagshipStrategic or Co-development PartnerVenue partner for Dubai Mallathon 2026. Morning walking routes from 7-10 AM.
• Dubai Festival CityflagshipStrategic or Co-development PartnerVenue partner for Dubai Mallathon 2026.
• Dubai Festival PlazaflagshipStrategic or Co-development PartnerVenue partner for Dubai Mallathon 2026.
• Dubai Hills MallflagshipStrategic or Co-development PartnerVenue partner for Dubai Mallathon 2026.
• Dubai Marina MallflagshipStrategic or Co-development PartnerVenue partner for Dubai Mallathon 2026.
• Springs SoukflagshipStrategic or Co-development PartnerVenue partner for Dubai Mallathon 2026.
• Apple HealthKitcoreTechnology or IntegrationIntegration partner for iOS activity data. Automatically syncs steps, distance, active minutes, and calories from Apple devices. Data not used for marketing; shared only per Apple HealthKit guidelines.
• Google Health ConnectcoreTechnology or IntegrationAndroid integration for health data sync. STEPPI syncs activity data per Health Connect Permissions Policy, including Limited Use requirements.
• Google FitcoreTechnology or IntegrationIntegration for automatic step and fitness data syncing.
• FitbitcoreTechnology or IntegrationIntegration for automatic syncing of steps and activity data to keep users consistent and motivated.
• Garmin ConnectcoreTechnology or IntegrationIntegration syncs steps, workouts, and activity data automatically from Garmin devices.
• Huawei HealthcoreTechnology or IntegrationIntegration for automatic daily step and activity tracking from Huawei devices.
• Dubai Fitness ChallengeflagshipStrategic or Co-development PartnerGovernment-backed fitness initiative. STEPPI as official technology partner powering challenges and tracking.
• Dubai Health AuthorityflagshipStrategic or Co-development PartnerGovernment health authority partner for wellness initiatives and public health programmes.
• Dubai Sports CouncilflagshipStrategic or Co-development PartnerGovernment sports body collaborating on fitness events and community wellness.
• ReebokflagshipGTM or Marketing PartnerSports apparel brand partnership. Collaborates on challenges and fitness events.
• AsicsflagshipGTM or Marketing PartnerSports apparel and footwear brand partner for fitness community events.
• Fitbit (Google)coreTechnology or IntegrationWearable integration partner. Fitbit devices sync automatically with STEPPI for step tracking.
• Landmark GroupflagshipStrategic or Co-development PartnerMajor retail group and Dubai Fitness Challenge partner. STEPPI powers wellness challenges.
• Microsoft AzurecoreTechnology or IntegrationCloud infrastructure provider. Data hosted on Microsoft Azure servers in UAE (with UK expansion planned). IDTA in place for UK GDPR compliance.
• TwiliocoreTechnology or IntegrationPush notification and communication infrastructure for challenge updates and engagement nudges.
• MailchimpcoreTechnology or IntegrationEmail marketing and communications platform for newsletters and transactional emails.
• Google AnalyticscoreTechnology or IntegrationWebsite analytics for understanding visitor behaviour and marketing effectiveness.
• Mall Retailers (Dubai Mallathon)flagshipGTM or Marketing PartnerRetail brands listing offers on STEPPI Rewards Marketplace during Dubai Mallathon. Offers include Buy 1 Get 1 Free, percentage off, AED off, free gifts. Free to list. Real-time dashboard for redemption tracking.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wellable: Already listed above; included for completeness on the close-competitor tier — would not duplicate. Omitted in favour of more differentiated peers below.
• Wellable: Corporate wellness platform offering step challenges, activity tracking, wearables sync, leaderboards, and rewards marketplace for employers. Closest direct competitor to STEPPI Teams on functionality, pricing model, and target mid-market enterprise buyer.
• YuMuuv: Employee wellness and step-challenge platform popular with European employers, offering leaderboards, rewards, and wearable integrations. Closely comparable to STEPPI on product scope, mid-market target, and white-label offering.
• GoJoe: Corporate step-challenge and team fitness platform with social features, leaderboards, and rewards for enterprise buyers. Direct peer to STEPPI Teams, particularly in the UK and European markets, with comparable pricing model.
• MoveSpring (by Fitbit/Google): Step-challenge platform built for corporate wellness programmes with leaderboards, team competitions, and wearable integrations. Direct peer to STEPPI Teams in the step-challenge category, with the advantage of Fitbit/Google distribution.

Emerging players

• Welltory: Employee wellness app combining step/activity tracking with HRV, stress, and recovery analytics. Adjacent competitor in workplace wellness with stronger biometrics focus than STEPPI but overlapping consumer-side proposition.
• Sprout Wellness (ChallengeRunner/Wellable competitor): Workplace wellness platform focused on step challenges, habit tracking, and team competitions with rewards. Comparable to STEPPI Teams on the step-challenge engagement model with a similar SMB-to-mid-market target.

Broad incumbents

• Limeade: Established employee-experience and corporate-wellness platform that combines wellbeing programmes with engagement surveys and inclusion tools. Overlaps with STEPPI on the corporate wellness/employee engagement use case but serves mid-market and enterprise with a broader total-wellbeing suite.
• Vitality Group: Global wellness-and-insurance-linked platform combining activity tracking, rewards, and health insurance incentives. Comparable to STEPPI where insurers and HR benefits providers are buyers (a STEPPI reseller segment), but with deeper insurance-carrier integrations.
• Virgin Pulse / Personify Health: Largest dedicated corporate wellness platform globally, offering step challenges, biometrics, mental health, and benefits integration. Comparable to STEPPI on the enterprise step-challenge and engagement layer, but with a much broader product portfolio and far larger customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 STEPPI