BetterPoints
BetterPoints is a UK SaaS platform using AI and gamification to drive measurable behaviour change in transport, health, and climate. Founded in 2010, it sells subscription programmes to local authorities, NHS trusts, universities, and corporates.
- Company typePrivate
- Founded2010
- HeadquartersBerkshire, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What BetterPoints does
BetterPoints is a UK-based B2B SaaS platform founded in 2010 that uses a combination of gamification, behavioural science and applied AI to motivate and measure sustainable behaviour change among the employees, residents and students of its client organisations. The company sells subscription-based behaviour change programmes to local authorities, NHS trusts, universities and corporates, with the explicit goal of shifting travel, health and climate-related behaviour and providing measurable ESG and net-zero outcomes. Cumulative platform impact since inception is reported at 30.7M+ kg of CO2 emissions avoided and 74M+ tracked sustainable journeys across walking, cycling and public transport.
The core product is the BetterPoints Platform and associated mobile app, which codifies over 40 evidence-based Behaviour Change Techniques (BCTs) into participant journeys including points, challenges, competitions and rewards. Around this platform sit sector-specific modules: Carbon Crush (corporate/SME transport emissions), Active Travel (local authorities), Social Prescribing (health), Highways & Congestion, Net Zero NHS, Universities & Higher Education, and Public Health. The platform is positioned on outcomes measurement, with cited ROI of 200%+ on local-authority programmes.
BetterPoints monetises through enterprise subscriptions priced on a quote basis, sold via a direct field-sales motion with a "Get a Demo" website CTA and delivered under multi-year contracts. Pricing is not publicly disclosed. The company remains small (11-50 employees, headquartered in Virginia Water, Surrey) and has raised only modest disclosed capital - £150,000 from The FSE Group in April 2023 alongside earlier Enterprise M3 funding - with the most recent capital explicitly earmarked to scale the Carbon Crush product into small businesses.
BetterPoints firmographics
Firmographics- Name
- BetterPoints
- Legal name
- BetterPoints Ltd
- Website
- https://betterpoints.uk
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BetterPoints is a UK SaaS platform using AI and gamification to drive measurable behaviour change in transport, health, and climate. Founded in 2010, it sells subscription programmes to local authorities, NHS trusts, universities, and corporates.
- Ownership category
- akta.pro rank
BetterPoints industry classification
Industry- Product category
- Behaviour Change Software
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Adherence, Reminders & Engagement Automation (Medication/Follow-up) (HLACAEAJ)
- akta.pro secondary industries
- Quality Measurement, Reporting & Benchmarking (HEDIS/Stars/CQM) (HLACAHAC), Travel Program Analytics, Reporting & Benchmarking (THALAMAF)
Keywords
Where BetterPoints is headquartered
LocationHeadquarters
- HQ city
- Berkshire
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
BetterPoints business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Behaviour Change Programme Subscriptions: BetterPoints provides behaviour change programmes to organisations (local authorities, NHS, universities, businesses) on a subscription/programme basis, likely with recurring fees for platform access, programme management, and support services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Custom enterprise programmes with variable pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
BetterPoints product offering
Product offeringCore offering
BetterPoints provides a Software-as-a-Service platform and mobile app that uses AI, gamification, and over 40 evidence-based behaviour change techniques (BCTs) to motivate and measure sustainable behaviour change in transport, health, and climate domains. The platform is delivered to organisations as custom behaviour change programmes that include participant recruitment, rewards, challenges, and outcome analytics. Sector-specific modules address use cases such as corporate emissions reduction (Carbon Crush), NHS Net Zero targets, university campus mobility, and public health campaigns.
Product overview
BetterPoints offers a unified behavior change technology platform that combines AI and gamification to promote sustainable and healthy behaviors. The platform consists of the core BetterPoints Platform with an associated app, supplemented by sector-specific product modules including Carbon Crush (business emissions), Active Travel (local authorities), Social Prescribing (health), Highways & Congestion, Net Zero NHS, Universities & Higher Education, and Public Health. Since 2010, the company has combined technology and data to motivate and measure behaviour change across health & wellbeing, transport & mobility, and climate change. The platform employs over 40 behaviour change techniques (BCTs) and applies behavioral science to encourage, reward and sustain new behaviors at scale.
Differentiator
Problem solved
Functional benefit
Brands
- Carbon Crush: Behaviour change programme helping businesses crush transport emissions of staff and prove green credentials.
Products and services
- BetterPoints Platform
Quantifiable outcome
- 30,768,576 kg carbon emissions avoided (cumulative since 2010)
- +4 more outcomes
Companies that use BetterPoints
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
BetterPoints technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
BetterPoints partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights5 records
BetterPoints competitors and assessment
Company assessmentDirect peers
- RideAmigos: RideAmigos is a US-based commuter engagement platform that uses gamification, challenges, and rewards to shift employees toward sustainable transport modes — directly comparable to BetterPoints' engagement mechanics and target buyer (enterprise/employer-side programmes).
- Luum: Luum runs a commute rewards and gamified behaviour-change platform for employers, mirroring BetterPoints' points/competitions approach and target use case of driving mode shift away from single-occupancy car trips.
- Moveo (Commuter Consulting / Moveo Analytics): Moveo delivers commute behaviour-change programmes with employer rewards and gamification in Canada, sharing BetterPoints' enterprise sales motion focused on shifting staff travel behaviour through incentives.
- Multiply (employee commute engagement): Multiply was a UK-headquartered employee commute rewards and engagement platform — a near-identical niche to BetterPoints, targeting employers and public sector organisations with points-based incentives for sustainable travel.
- Joule Bug: Joule Bug is a gamified sustainability and behaviour-change app that rewards eco-friendly actions across transport, energy and waste, mirroring BetterPoints' points/challenges design across sustainable behaviour domains.
Regional players
- TravelSmart (Australia): TravelSmart was an Australian government-funded behaviour-change programme for active and sustainable travel; comparable in mission and gamified mechanics to BetterPoints but operating in a different geography (Australia).
Broad incumbents
- Virgin Pulse / Limeade: Virgin Pulse (now merged with Limeade) is a broad employee wellbeing and engagement platform that includes commuter and sustainability programmes — a larger incumbent that overlaps with BetterPoints' employer engagement niche as part of a much wider portfolio.
Emerging players
- Patch: Patch provides carbon offset APIs and sustainability tooling for businesses — adjacent to BetterPoints' Carbon Crush product, focused on corporate emissions footprint reduction rather than behaviour change specifically.
- Klima: Klima is a consumer-facing carbon footprint and offsetting app that uses gamification and behavioural nudges — comparable to BetterPoints' engagement style but aimed at individuals rather than enterprise clients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
BetterPoints social profiles
Digital presenceBetterPoints financial estimates
Financial estimateRevenue estimate
Valuation estimate
BetterPoints leadership team
Management profileNumber of profiles
BetterPoints funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BetterPoints 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 BetterPoints
What does BetterPoints do?
BetterPoints provides a Software-as-a-Service platform and mobile app that uses AI, gamification, and over 40 evidence-based behaviour change techniques (BCTs) to motivate and measure sustainable behaviour change in transport, health, and climate domains. The platform is delivered to organisations as custom behaviour change programmes that include participant recruitment, rewards, challenges, and outcome analytics. Sector-specific modules address use cases such as corporate emissions reduction (Carbon Crush), NHS Net Zero targets, university campus mobility, and public health campaigns.
Is BetterPoints a public or private company?
BetterPoints is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BetterPoints founded?
BetterPoints was founded in 2010. It employs 11 to 50 people.
Where is BetterPoints based?
BetterPoints is headquartered in Berkshire, United States, in the North America region.
How does BetterPoints make money?
One revenue line is on record: behaviour Change Programme Subscriptions.
Who are BetterPoints's main competitors?
Direct peers on record are RideAmigos, Luum, Moveo (Commuter Consulting / Moveo Analytics), Multiply (employee commute engagement) and Joule Bug. TravelSmart (Australia) is listed as a regional player. Virgin Pulse / Limeade is listed as a broad incumbent. Emerging players are Patch and Klima.
Does BetterPoints have an API?
No public API is recorded for BetterPoints.
What industry is BetterPoints in?
BetterPoints's product category is Behaviour Change Software. Its primary akta.pro industry code is HLACAEAJ, Adherence, Reminders & Engagement Automation (Medication/Follow-up), with a secondary code of HLACAHAC, Quality Measurement, Reporting & Benchmarking (HEDIS/Stars/CQM). Its SIC code is 7372.