BfB LABS
BfB Labs is a UK digital therapeutics company that develops NICE-recommended, MHRA-approved mobile game-based mental health interventions for children and young people, distributed through NHS trusts, schools, and local authorities in the UK, Australia, NZ, and the USA.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What BfB LABS does
BfB Labs Limited is a London-based digital therapeutics company founded in 2015 that develops evidence-based, game-based mental health interventions for children and young people. The company serves three primary age cohorts through a portfolio of mobile applications: Lumi Nova: Tales of Courage (ages 7–12, exposure-based CBT for mild-to-moderate anxiety), Champions of the Shengha Pro (ages 9+, heart rate biofeedback training in diaphragmatic breathing), and Oshn (ages 13+, CBT-based support for low mood and motivation). All interventions are administered through VitaMind Hub, a secure online portal that enables clinicians, teachers, and wellbeing practitioners to manage users and track real-time outcome and engagement data.
The company's core technology combines clinically validated therapeutic frameworks — exposure therapy, psychoeducation, and biofeedback — with immersive mobile gaming. Lumi Nova is the first UK MHRA-approved mobile game for paediatric anxiety and received NICE recommendation in 2023 as a first-line treatment option. The platform was co-developed with the University of Reading's Anxiety and Depression in Young People (AnDY) Research Clinic, MindTech UK, and a BAFTA award-winning game producer, and is hosted on AWS infrastructure certified to ISO 27001, ISO 27017, ISO 27018, and SOC 1/2/3 standards, with UK GDPR-compliant data handling.
Commercially, BfB Labs operates a B2B and B2B2C model. The VitaMind offering is sold as a bundled, multi-year subscription licence to NHS Integrated Care Systems, Clinical Commissioning Groups, schools, and local authorities, with healthcare professionals acting as activation-key distributors to families. Champions of the Shengha Pro additionally generates hardware revenue through physical game packs incorporating a heart rate sensor, sold in the UK, USA, NZ and Australia. Geographic footprint spans the UK (primary), Australia (launched February 2025), New Zealand, and the United States, with a dedicated Australia country lead and channel partnerships supporting international expansion.
BfB LABS firmographics
Firmographics- Name
- BfB LABS
- Legal name
- BFB Labs Limited
- Website
- https://bfb-labs.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BfB Labs is a UK digital therapeutics company that develops NICE-recommended, MHRA-approved mobile game-based mental health interventions for children and young people, distributed through NHS trusts, schools, and local authorities in the UK, Australia, NZ, and the USA.
- Ownership category
- akta.pro rank
BfB LABS industry classification
Industry- Product category
- Pediatric Digital Therapeutics
- NAICS
- Child and Youth Services (62411)
- SIC
- Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Therapeutic Companion Apps (Drug-Device-Digital Combination) (HLACANAH)
- akta.pro secondary industries
- Pediatrics & Adolescent Therapeutics (Digital) (HLACANAL), Student Support Hotlines & Digital Wellbeing Tools (EDAJAIAL)
Keywords
Where BfB LABS is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
BfB LABS business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Healthcare Organization Licenses: VitaMind offering sold as bundle to healthcare organizations for a set license fee. Organizations receive licenses and appoint distributors across different sub-organizations including schools, GP services, CAMHS, hospitals.
- Champions of the Shengha Game Packs: Sale of physical game packs including heart rate sensor hardware required to use the Champions of the Shengha Pro app. Available in UK, USA, NZ and Australia.
- Lumi Nova Access: Digital therapeutic access for children provided through NHS services, schools, and local authorities. Currently available only in some areas via partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Organizational license pricing |
| Subscription | Multi-year contract | VitaMind Hub with digital interventions |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
BfB LABS product offering
Product offeringCore offering
BfB Labs develops and sells evidence-based digital therapeutic games (mobile applications) that deliver cognitive behavioral therapy (CBT) interventions for children and young people. Its portfolio includes Lumi Nova: Tales of Courage (exposure-based CBT for childhood anxiety, ages 7-12), Champions of the Shengha Pro (heart-rate biofeedback breathing game, ages 9+), and Oshn (CBT app for low mood, ages 13+), all managed through the VitaMind Hub professional data platform. Products are licensed to healthcare organizations, schools, and local authorities and are MHRA-registered Class 1 medical devices.
Product overview
BFB Labs is a digital therapeutics company offering a portfolio of game-based mental health interventions for children and young people. The core product is Lumi Nova: Tales of Courage (CBT-based anxiety treatment for ages 7-12), supplemented by Champions of the Shengha Pro (biofeedback breathing game for ages 9+) and Oshn (CBT app for low mood, ages 13+). All interventions are managed through the VitaMind Hub platform, a secure online portal enabling professionals to track user progress and engagement data in real-time. The company positions itself as combining evidence-based therapies with immersive digital experiences.
Differentiator
Problem solved
Functional benefit
Brands
- Lumi Nova: Tales of Courage: Digital therapeutic game for children aged 7-12 years that helps build skills to self-manage worries, fears, and anxiety through exposure-based CBT techniques.
- Champions of the Shengha Pro
- VitaMind Hub
- Oshn
Products and services
- Lumi Nova: Tales of Courage Digital therapeutic game delivering exposure-based CBT for children aged 7-12 with mild to moderate anxiety. Includes gamified graded exposure challenges with real-world tasks supervised by guardians, and is MHRA-registered and NICE-recommended as a first-line treatment option.
- Champions of the Shengha Pro Heart-rate-driven biofeedback game training young people aged 9+ in diaphragmatic breathing for emotional self-regulation in cases of stress, anxiety, and frustration. Requires the proprietary heart rate sensor hardware bundled with game packs sold in the UK, USA, NZ, and Australia.
- Oshn CBT-based, gamified digital app for young people aged 13+ to lift low mood and manage low motivation by discovering and engaging with activities that matter to them. Available on iOS and Android.
- VitaMind Hub Secure online portal for clinicians, teachers, and wellbeing practitioners to create and manage user profiles, track real-time in-intervention progress analytics, and download engagement reports across Lumi Nova, Champions of the Shengha Pro, and Oshn. Registered as a Class 1a software as a medical device with the MHRA.
Quantifiable outcome
- 78% of parents reported an improvement in their child's anxiety after using Lumi Nova
- +5 more outcomes
Companies that use BfB LABS
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
BfB LABS technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
BfB LABS partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- University of Reading (AnDY Research Unit)coreDeveloped in partnership with the Anxiety and Depression in Young People (AnDY) Research Clinic at the University of Reading. Clinical and academic partnership for evidence-based development.
- MindTech UKcoreNational centre focusing on development, adoption, and evaluation of new technologies for mental healthcare. Partnership for technology development and evaluation.
- South West AHSNminorHealth Equity Innovation Challenge 2022 - pilot implementation and evaluation of Lumi Nova.
- BAFTA Award-winning Game ProducercoreCo-created with a BAFTA award-winning game producer for immersive, engaging therapeutic game design.
- Royal Australian and New Zealand College of PsychiatristscoreLumi Nova recommended by RANZCP clinical practice guidelines for the treatment of anxiety disorders.
- Australian Healthcare OrganizationscorePartnerships with Australian healthcare organizations for distribution of Lumi Nova in Australia. Led by Duncan Fogg as Australia Lead.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
BfB LABS competitors and assessment
Company assessmentDirect peers
- Kooth: UK-listed digital mental health platform purpose-built for children and young people and commissioned by the NHS. Same customer base (ICSs, CCGs, MHSTs, schools), same self-guided intervention model, and the most direct competitor to BfB Labs' Lumi Nova inside NHS CYP pathways.
- Akili Interactive: US-listed developer of FDA-cleared digital therapeutics (EndeavorRx for paediatric ADHD). Closest analogue in regulatory category — prescription / regulated SaMD for children — and a benchmark for the DTx commercial model BfB Labs is pursuing in the UK.
- Limbic: London-based AI mental-health platform used by the NHS, including an AI therapy companion supporting IAPT pathways. Direct peer by geography (UK), customer base (NHS commissioners) and mission of scaling evidence-based digital mental-health delivery.
- Healios: UK digital mental-health provider serving children, young people and adults, with NHS contracts. Highly comparable as an NHS-commissioned CYP mental-health digital platform competing for the same commissioner budgets.
- Click Therapeutics: US prescription digital therapeutics company developing FDA-cleared SaMD products across multiple indications. Closely comparable regulatory and commercial model (prescription SaMD, payer reimbursement, clinical evidence) to BfB Labs' Lumi Nova and Champions of the Shengha Pro.
Broad incumbents
- Wysa: AI-driven mental-health chatbot deployed via the NHS, employers and insurers, with explicit youth modules. Overlaps with BfB Labs on AI/CBT content, NHS GTM and youth target segments, but operates a broader population and condition set.
- Big Health: US digital-therapeutics company behind Sleepio and Daylight, pursuing regulated SaMD status and US payer reimbursement. Comparable as a regulated DTx clinical-evidence play, though focused on adult insomnia and anxiety rather than paediatrics.
- SilverCloud Health (Amwell): Digital CBT platform delivered via NHS, insurers and health systems globally, now part of Amwell. Closest peer for population-scale digital CBT commissioned into NHS mental-health services and a likely incumbent in BfB Labs' target accounts.
- Headspace: Global consumer and employer mental-health platform with dedicated youth content (Headspace for Kids) and NHS-style partnerships. Adjacent incumbent competing for the same parent and school-customer budgets at a much broader scale.
- Calm: Mass-market consumer mental-health and mindfulness app with growing enterprise and NHS partnerships. Indirect competitor for parents and school budgets, operating from the opposite end of the D2C-to-SaaS spectrum to BfB Labs.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks4 records
Key highlights5 records
Customer concentration
BfB LABS social profiles
Digital presenceBfB LABS compliance and trust
Trust signalCompliance6 records
BfB LABS financial estimates
Financial estimateRevenue estimate
Valuation estimate
BfB LABS leadership team
Management profileNumber of profiles
Profiles5 records
BfB LABS funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BfB LABS 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 BfB LABS
What does BfB LABS do?
BfB Labs develops and sells evidence-based digital therapeutic games (mobile applications) that deliver cognitive behavioral therapy (CBT) interventions for children and young people. Its portfolio includes Lumi Nova: Tales of Courage (exposure-based CBT for childhood anxiety, ages 7-12), Champions of the Shengha Pro (heart-rate biofeedback breathing game, ages 9+), and Oshn (CBT app for low mood, ages 13+), all managed through the VitaMind Hub professional data platform. Products are licensed to healthcare organizations, schools, and local authorities and are MHRA-registered Class 1 medical devices.
Is BfB LABS a public or private company?
BfB LABS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BfB LABS founded?
BfB LABS was founded in 2015. It employs 11 to 50 people.
Where is BfB LABS based?
BfB LABS is headquartered in London, United Kingdom, in the Europe region.
How does BfB LABS make money?
Three revenue lines are on record. Healthcare Organization Licenses are the primary driver. The others are champions of the Shengha Game Packs and lumi Nova Access.
Who are BfB LABS's main competitors?
Direct peers on record are Kooth, Akili Interactive, Limbic, Healios and Click Therapeutics. Broad incumbents are Wysa, Big Health, SilverCloud Health (Amwell), Headspace and Calm.
Does BfB LABS have an API?
No public API is recorded for BfB LABS.
What industry is BfB LABS in?
BfB LABS's product category is Pediatric Digital Therapeutics. Its primary akta.pro industry code is HLACANAH, Therapeutic Companion Apps (Drug-Device-Digital Combination), with a secondary code of HLACANAL, Pediatrics & Adolescent Therapeutics (Digital). Its NAICS code is 62411 and its SIC code is 8090.