Ten Percent Happier
Ten Percent Happier is a Boston-based meditation and mindfulness app company offering 500-plus guided sessions, courses, and podcasts via a freemium iOS, Android, iPad, and Apple Watch application targeted at individual consumers, anchored by teacher-led content and Dan Harris's media brand.
- Company typePrivate
- Founded2014
- HeadquartersBoston, United States
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What Ten Percent Happier does
Ten Percent Happier (legally Happier Meditation, Inc.) is a Boston-based, for-profit mobile application company that produces a meditation and mindfulness app targeted primarily at self-described skeptics of meditation. The app offers 500-plus guided meditations, structured courses, and podcasts featuring credentialed teachers including Sharon Salzberg, Joseph Goldstein, and Jeff Warren. The product is distributed natively on iOS, Android, iPad, and Apple Watch via the Apple App Store and Google Play Store, with the content management, messaging, payments, and analytics layers respectively built on Contentful, Twilio, Stripe, Customer.io, and AppsFlyer.
The company pairs its consumer app with a podcast network of three shows, a newsletter, and content-marketing-driven PR, anchored by ABC News anchor Dan Harris and his originating "10% Happier" book franchise, which supply both editorial credibility and a built-in audience. Personalization is delivered through an in-app recommendation engine and monthly progress check-ins rather than disclosed machine learning. Customer concentration sits with individual long-tail subscribers, with corporate wellness as a secondary channel.
The business model is freemium: users can access a portion of the library free of charge and convert to a paid annual subscription priced at $99.99. Total disclosed funding is approximately $8.1M across three rounds in 2014, 2018, and 2019 from investors including Khosla Ventures, Founder Collective, Eniac Ventures, NextView Ventures, Trinity Ventures, Correlation Ventures, Coastal Ventures, Bantam Group, Techstars, and Evolve Ventures. Headcount sits in the 51-100 range, indicating a mid-stage operating company competing in the U.S. meditation app market, a category sized at roughly $1.2B in 2024 and growing at a 14.5% CAGR.
Ten Percent Happier firmographics
Firmographics- Name
- Ten Percent Happier
- Legal name
- Happier Meditation, Inc.
- Website
- https://tenpercent.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Ten Percent Happier is a Boston-based meditation and mindfulness app company offering 500-plus guided sessions, courses, and podcasts via a freemium iOS, Android, iPad, and Apple Watch application targeted at individual consumers, anchored by teacher-led content and Dan Harris's media brand.
- Ownership category
- akta.pro rank
Ten Percent Happier industry classification
Industry- Product category
- Mindfulness Meditation App
- NAICS
- Offices of Mental Health Practitioners (except Physicians) (621330)
- akta.pro primary industry
- Meditation Apps, Digital Courses & Online Communities (HSADAJAH)
- akta.pro secondary industry
- Mindfulness, Meditation & Stress Management Education (EDAAAHAD)
Keywords
Where Ten Percent Happier is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Markets served
Ten Percent Happier business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- App Subscription: Annual subscription model at $99.99/year providing access to entire app library including lessons, meditations, talks, videos, courses, shorts, podcasts, and weekly newsletter.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Access - Basic meditation library with limited courses |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Ten Percent Happier product offering
Product offeringCore offering
Ten Percent Happier (Happier Meditation, Inc.) provides a freemium mobile meditation and mindfulness app that offers guided meditations, structured courses, video shorts, podcasts, and a weekly newsletter. Users access a library of 500+ meditations personalized through monthly check-ins, with a free tier (3 courses, 50+ meditations) and a $99.99/year subscription unlocking full access, available on iOS, Android, iPad, and Apple Watch.
Product overview
Ten Percent Happier (operating as Happier Meditation) offers a unified meditation and mindfulness app that combines guided meditations, structured courses, video shorts, podcasts, and a weekly newsletter. The product operates on a freemium model: the app is free to download with limited access (three free courses, over 50 guided meditations), while a $99.99/year subscription unlocks the complete library of 500+ meditations, all courses, shorts, podcasts, and personalized monthly recommendations. The platform emphasizes Vipassana/Insight Meditation traditions and features diverse teachers including Joseph Goldstein, Sharon Salzberg, Jeff Warren, and others. Content is available on iOS, Android, iPad, and Apple Watch.
Differentiator
Problem solved
Functional benefit
Products and services
- Happier Meditation App A personalized meditation and mindfulness app that adapts to users' goals and needs through monthly check-ins and tailored recommendations from a library of over 500 meditations. Available on iOS, iPad, Apple Watch, and Android.
- Guided Meditations Pre-recorded guided meditation sessions with durations ranging from 5 to 90 minutes, covering techniques including breathing, body scan, open awareness, walking meditation, loving-kindness, and concentration.
- Meditation Courses
- Twenty Percent Happier Meditation Podcast
- Childproof Podcast
- More Than a Feeling Podcast
- Happier Meditation Weekly Newsletter
Quantifiable outcome
- Library of over 500 meditations updated based on community needs
- +1 more outcomes
Companies that use Ten Percent Happier
Customer profileSegments2 records
Ideal customer profiles2 records
Ten Percent Happier technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Ten Percent Happier partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Ten Percent Happier competitors and assessment
Company assessmentEmerging players
- Oak: Oak is a meditation and breathing app with a freemium model offering guided and unguided sessions. It overlaps with Ten Percent Happier on meditation use cases but positions more around simplicity and breathing exercises.
Direct peers
- Insight Timer: Insight Timer is a free-led meditation app featuring thousands of teachers, including many from the Insight Meditation community that supplies Ten Percent Happier's content. It competes directly on library breadth and teacher access, particularly appealing to more experienced meditators.
- Simple Habit: Simple Habit is a meditation and wellness app offering short, on-the-go guided sessions and a subscription model. It overlaps with Ten Percent Happier on consumer mindfulness use cases, particularly stress reduction and busy-lifestyle positioning.
- Calm: Calm is the largest direct competitor in the meditation and mental wellness app category, offering guided meditations, sleep stories, and masterclasses under a similar freemium-to-subscription model targeting individual consumers and corporate wellness buyers.
- Balance: Balance is a personalized meditation app that, like Ten Percent Happier, emphasizes tailored recommendations and adaptive content paths. It targets the same general wellness-seeking consumer with a freemium-to-paid subscription model.
- Waking Up: Waking Up, founded by Sam Harris, is a teacher-led meditation and mindfulness app with a paid subscription model, positioned similarly to Ten Percent Happier as a more intellectual, teacher-driven alternative to mainstream meditation apps.
- The Mindfulness App: The Mindfulness App offers guided meditations, courses, and reminders across iOS and Android under a freemium subscription model, directly comparable to Ten Percent Happier's product and pricing structure.
- Headspace: Headspace is a leading meditation and mindfulness app with a near-identical product model: freemium app, annual subscription, structured courses, sleep and focus content, and a sizable B2B/corporate wellness arm. It competes head-to-head with Ten Percent Happier for the same consumer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks2 records
Key highlights6 records
Customer concentration
Ten Percent Happier social profiles
Digital presenceTen Percent Happier financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ten Percent Happier leadership team
Management profileNumber of profiles
Profiles4 records
Ten Percent Happier funding detail
Funding detailFunding overview
Funding rounds3 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ten Percent Happier 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 Ten Percent Happier
What does Ten Percent Happier do?
Ten Percent Happier (Happier Meditation, Inc.) provides a freemium mobile meditation and mindfulness app that offers guided meditations, structured courses, video shorts, podcasts, and a weekly newsletter. Users access a library of 500+ meditations personalized through monthly check-ins, with a free tier (3 courses, 50+ meditations) and a $99.99/year subscription unlocking full access, available on iOS, Android, iPad, and Apple Watch.
Is Ten Percent Happier a public or private company?
Ten Percent Happier is a private company. It is classified as venture growth investor backed and is currently operating.
When was Ten Percent Happier founded?
Ten Percent Happier was founded in 2014. It employs 51 to 100 people.
Where is Ten Percent Happier based?
Ten Percent Happier is headquartered in Boston, United States, in the North America region.
How does Ten Percent Happier make money?
One revenue line is on record: app Subscription.
Who are Ten Percent Happier's main competitors?
Oak is listed as an emerging player. Direct peers are Insight Timer, Simple Habit, Calm, Balance, Waking Up, The Mindfulness App and Headspace.
Does Ten Percent Happier have an API?
No public API is recorded for Ten Percent Happier.
What industry is Ten Percent Happier in?
Ten Percent Happier's product category is Mindfulness Meditation App. Its primary akta.pro industry code is HSADAJAH, Meditation Apps, Digital Courses & Online Communities, with a secondary code of EDAAAHAD, Mindfulness, Meditation & Stress Management Education. Its NAICS code is 621330.