Morph

What Morph does

Morph (Morph Fitness Ltd, company No. 12106103) is a London-based personalised health platform that combines diagnostics, expert coaching and gamified habit tracking to deliver tailored fitness, nutrition and supplement plans. Its core product fuses blood testing, movement analysis, cognitive assessments, wearable data and biometric face scanning into proprietary Health Scores and an adaptive plan engine, exposed through morph.fit and a planned mobile app under a four-step Assess–Retest–Adjust–Improve loop. The platform is monetised through three distinct streams: a £499/year Morph Membership for individuals (covering 150+ annual health markers, biological-age tracking and an evolving personalised protocol), quote-based B2B corporate wellness programmes sold via demo/consultation for HR and People teams, and a Morph Labs consultancy arm that delivers end-to-end wellness venture design, branding, health-suite build and technology integration. A legacy PT-session and product booking marketplace, in which Morph Fitness Ltd acts as commercial agent for independent professionals and retailers, adds a further transaction-based revenue layer with referral-code mechanics. Operationally the company is registered in England and Wales, has disclosed cumulative funding of over £250,000 (2022, Seedrs-reported), maintains 11–50 employees, and reports enterprise customer activity in the UK, Ireland (Dublin) and Greece (Athens), primarily within the logistics vertical.

Name

Morph

Legal name

Morph Fitness Ltd

Website

https://morph.fit

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Morph (Morph Fitness Ltd) is a London-based personalised health platform combining diagnostics, expert coaching and gamified habit tracking, serving individual subscribers via a £499/year membership, corporate wellness clients via multi-year contracts, and wellness operators through its Morph Labs consultancy arm.

Ownership category

akta.pro rank

Product category

Health & Wellness Platform

NAICS

Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Healthy Aging & Longevity Lifestyle Coaching (HSADAGAK)

akta.pro secondary industries

Geriatric, Frailty & Fall-Prevention Remote Monitoring (HLALAFAI), Digital Experience Monitoring & Management (DEX/DEM, AIOps for EUC) (BPAEAIAF)

Keywords

• Personalised health platform
• Corporate wellness software
• Health diagnostics platform
• Habit tracking app
• Wellness venture consultancy

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Morph Membership (consumer): Annual subscription at £499/year for individuals; includes 150+ health markers tested annually, personalised evolving plan, biological age tracking. Cancel anytime.
2. Corporate Wellness Programmes: B2B contracts sold via 'GET IN TOUCH' / demo booking; recurring enterprise programmes combining diagnostics, coaching and digital platform for employee wellbeing, productivity and retention.
3. Morph Labs Consultancy & Build: End-to-end professional services revenue from wellness venture design, build and launch — fitness programme design, branding & market positioning, health suite design & build, wellness tech integration.
4. Booking agency commissions: Morph acts as commercial agent for Independent Professionals (PT sessions) and Retailers (Products); collects Session Fees and Product Fees on their behalf and retains an agency margin.
5. Referral codes: Up to 25 referrals per user reducing Session Fees / Product Fees; limited expansion available on request — referral-driven acquisition mechanism.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels6 records

Core offering

Morph is a diagnostics-led personalised health and longevity platform that combines blood testing, movement analysis, cognitive assessments, wearable integration and biometric face scanning with expert coaching and a gamified habit-tracking app to deliver an adaptive workout, nutrition and supplement plan. It sells this directly to individuals via an annual subscription (Morph Membership) and to corporate buyers as an employee wellbeing and engagement programme, while Morph Labs offers end-to-end wellness venture consultancy.

Product overview

Morph is a unified health optimisation platform offered as a single product experience that bundles five core feature modules — Diagnostics, Health Scores, Workouts, Nutrition Plan, and Supplements — around a personalised, evolving action plan. The platform is delivered through two main commercial paths: Morph for Individuals (the £499/year Morph Membership with annual blood testing and biological-age tracking) and Morph for Business (a B2B corporate wellness programme that combines diagnostics, coaching, and a digital experience to improve employee wellbeing and engagement). On top of the consumer platform, Morph operates Morph Labs, an end-to-end wellness consultancy providing Fitness Programme Design, Branding & Market Positioning, Health Suite Design & Build, and Wellness Tech Integration to wellness operators. Underpinning all of this is a booking/purchase marketplace (Morph Fitness Ltd acting as commercial agent) that connects Users with independent personal training professionals and retailers of related products.

Differentiator

Problem solved

Functional benefit

Brands

• Morph Labs: The innovation arm of Morph, providing wellness consultancy services including fitness programme design, branding & market positioning, health suite design & build, and wellness tech integration.

Products and services

• Morph Platform Core Morph platform combining diagnostics, expert coaching and gamified habit tracking into a personalised, evolving health optimisation plan for teams and individuals.
• Morph for Individuals Consumer-facing personalised health and longevity offering combining at-home blood testing, movement analysis, wearable integration and cognitive assessments with expert coaching and a tailored wellness protocol.
• Morph for Business Corporate wellness programme that combines diagnostics, tailored health plans, expert coaching and a digital experience to improve employee wellbeing, productivity, retention and company culture for HR/People teams.
• Morph Labs End-to-end wellness consultancy arm of Morph providing Fitness Programme Design, Branding & Market Positioning, Health Suite Design & Build, and Wellness Tech Integration for founders, operators and institutions launching wellness ventures.
• Morph Personal Training Booking Service Booking service operated by Morph Fitness Ltd acting as commercial agent for independent self-employed personal training professionals, enabling users to book PT sessions and related products through the Site and App.

Quantifiable outcome

• 76% of users improved their health metrics in sleep, stress management and lifestyle habits.
• +4 more outcomes

Named customers4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability8 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core.

• StripecoreTechnology or IntegrationStripe is Morph's payment processor. All payment transactions through the Services are conducted via Stripe; Morph directs users to Stripe to provide credit/debit card information directly, with Morph receiving only a tokenised version. Processing is governed by Stripe's own privacy policy (https://stripe.com/gb/privacy).
• Amazon Web ServicescoreTechnology or IntegrationAWS is one of Morph's key cloud/data service providers for storing and processing personal data (Morph signs data processing addendums for transfers outside the EEA to provide adequate protection for personal data).
• GooglecoreTechnology or IntegrationGoogle is referenced as a key service provider that Morph works with for international data transfers, with signed data processing addendums to protect personal data transferred outside the EEA.
• SalesforcecoreTechnology or IntegrationSalesforce is referenced as a key service provider that Morph works with for international data transfers, with signed data processing addendums to protect personal data transferred outside the EEA.
• Leading wellness brands (15+ strategic partnerships)coreStrategic or Co-development PartnerMorph Labs cites 15+ strategic partnerships with leading brands that underpin its wellness venture design, branding, health suite build and wellness tech integration offerings (partners not individually named in source material).

Scale indicators10 records

Recent moves6 records

Expansion highlights7 records

Regional players

• Thriva: UK-based at-home blood testing platform with subscription plans and clinician-led insights. Direct functional overlap with Morph's diagnostics and biomarker approach, but UK-only and consumer-only, lacking Morph's enterprise and adaptive plan engine.

Direct peers

• Function Health: Membership-based diagnostics platform offering 100+ blood biomarker tests with personalised insights and longitudinal tracking. Closest direct peer to Morph's £499/year membership with 150+ health markers and adaptive plan engine.
• Whoop: Subscription wearable and health platform selling biometric tracking, recovery and strain scores plus coaching. Morph competes directly in continuous biometric monitoring, health scoring and adaptive coaching, but Morph adds blood biomarker and cognitive testing rather than focusing on a single wearable.
• Levels Health: Metabolic health platform using continuous glucose monitoring with software-driven personalised insights. Comparable to Morph in using biomarker data plus a feedback loop to drive behaviour change, though narrower in modality (glucose only).
• Oura: Smart ring with subscription tier providing readiness, sleep and health scores. Oura and Morph share a model of distilling multi-signal data into a simple daily score and a personalised plan, with Morph extending into blood biomarkers and corporate programmes.

Emerging players

• Prenuvo: Whole-body MRI screening and proactive health platform sold as a premium consumer membership. Comparable to Morph in the premium diagnostics-plus-personalised-plan positioning and the longevity/healthspan consumer narrative.
• Optimium: Corporate wellness platform focused on measurable health outcomes for employers. Closely comparable to Morph in outcome-driven, diagnostics-influenced corporate wellness positioning, though a smaller and earlier-stage player.
• Wellable: Corporate wellness platform offering challenges, rewards and wellbeing content to employers. Comparable to Morph's enterprise sales motion but with a content/rewards model rather than Morph's diagnostics-led approach.

Broad incumbents

• Virgin Pulse / Personify Health: Large incumbent in corporate wellbeing with employer-focused programmes, coaching and engagement tools. Morph competes with this category for HR/People budgets but differentiates with deeper diagnostics and gamified re-assessment rather than broad wellbeing content.
• Headspace: Mental wellbeing and corporate wellness incumbent with strong enterprise distribution. Comparable in B2B wellness go-to-market and engagement focus, but Morph emphasises physical diagnostics and longevity rather than mindfulness content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/morphapp
• LinkedInlinkedin.com/company/morphfit

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

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 Morph