Howdy
Howdy (now HR-ON Wellbeing) is a Danish B2B SaaS platform that monitors employee mental and physical wellbeing through WHO-5 pulse surveys, pain tracking, and proactive Response Team outreach, serving 500-600 customers across healthcare, energy, municipalities, and ministries in Denmark and internationally.
- Company typePrivate
- Founded2014
- HeadquartersCopenhagen, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Howdy does
Howdy is a Danish B2B SaaS employee wellbeing platform originally founded in 2014 (as Worklife Barometer ApS) and headquartered in Copenhagen, with an additional operations office in Odense. The platform operates modular subscription products including a Wellbeing Module (mental health pulse surveys scored against the WHO-5 framework on a 0-100 scale with proactive Response Team outreach by psychologists within two business days), a Body Module (physical pain monitoring on a 0-10 scale with physiotherapist outreach), and a Manager Module (team-level wellbeing dashboards). Technical architecture is built on Microsoft Azure and AWS for EU-based hosting, with documented API integration to Azure Active Directory and Azure Blob Storage for automated employee data synchronization.
The business model is annual subscription licensing priced per employee, supplemented by usage-based fees for Response Team calls (DKK 550 per Wellbeing call, DKK 450 per Body call) once usage exceeds a 30% threshold, plus optional professional services such as workshops and onboarding delivered online or on-site. Distribution is primarily through direct enterprise field sales supported by a 'book a tour' motion on the website and outbound calls via a dedicated sales team ([email protected]). Customer segments span Healthcare (notably Rigshospitalet Trauma Centre as a named reference), Energy & Offshore, Consultancy, Danish Municipalities, Global Organisations, and Ministries & Agencies, with explicit GDPR and ISAE 3000 Type II compliance positioning the platform for handling sensitive health data in regulated buyers.
Howdy was acquired by Danish HR software firm HR-ON in 2025 and rebranded as HR-ON Wellbeing, becoming part of a unified HR platform covering recruitment, onboarding, wellbeing, development, and offboarding. The company operates as part of HR-ON's broader 600+ customer base; existing Howdy users can continue logging in until June 20, 2026 before migrating to hr-on.com. Pre-acquisition, Howdy reported 11-50 employees and 500-600 customers, and was self-funded through small rounds (~$1.08M total from 2014-2021). No public revenue disclosures exist.
Howdy firmographics
Firmographics- Name
- Howdy
- Legal name
- HR-ON Wellbeing ApS
- Website
- https://howdy.care
- Company type
- Private
- Founded year
- 2014
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Howdy (now HR-ON Wellbeing) is a Danish B2B SaaS platform that monitors employee mental and physical wellbeing through WHO-5 pulse surveys, pain tracking, and proactive Response Team outreach, serving 500-600 customers across healthcare, energy, municipalities, and ministries in Denmark and internationally.
- Ownership category
- akta.pro rank
Howdy industry classification
Industry- Product category
- Employee Wellbeing Software
- NAICS
- Human Resources Consulting Services (541612)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- HR Service Delivery, Case Management & Employee Self-Service (BPACAPAL)
- akta.pro secondary industries
- Chronic Condition Management & Remote Monitoring (e.g., diabetes, HTN) (HLALADAD), Employee Helpdesk / HR Service Center (Tier 1) (BPAAAIAH)
Keywords
Where Howdy is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Howdy business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Licensing: Annual subscription model with license required per employee invited to the solution. Prices are adjusted annually according to net price index published by Statistics Denmark. First invoicing upon signing Order Form, then annually in advance.
- Professional Services: Additional services including workshops, kick-offs and other professional services delivered online or in-person at customer location.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Wellbeing Module - Core wellbeing monitoring |
| Subscription | Annual | Wellbeing & Body - Full package including physical health monitoring |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Howdy product offering
Product offeringCore offering
Howdy (now HR-ON Wellbeing) is a B2B SaaS employee wellbeing platform that runs modular pulse surveys every two weeks to detect early signs of poor mental and physical wellbeing in workplaces. It uses WHO-5 benchmarked scoring to flag at-risk employees and triggers proactive outreach from an in-house Response Team of psychologists and physiotherapists within two business days. The platform serves organizations through annual per-employee subscriptions, with API-based employee data integration and dedicated portals for employees and managers.
Product overview
Howdy is now part of HR-ON (HR-ON Wellbeing) - a modular B2B SaaS wellbeing platform combining HR and employee wellness in one unified solution. The product portfolio consists of HR-ON Wellbeing as the core platform, with modular components including the Wellbeing Module (mental health pulse surveys with WHO-5 benchmarking and Response Team support), the Body Module (physical pain monitoring with proactive intervention), and the Manager Module (data-driven insights for leadership). Additional offerings include the Manager Portal and My Howdy employee app. The platform operates on a subscription model with per-employee licensing, providing features from basic administration to advanced wellbeing tracking with professional Response Team services.
Differentiator
Problem solved
Functional benefit
Products and services
- HR-ON Wellbeing (formerly Howdy) A B2B SaaS employee wellbeing platform offering subscription-based access for organizations, providing modular wellbeing solutions including pulse measurements for mental and physical health, workplace satisfaction surveys, and customizable questionnaires.
- Wellbeing Module Mental wellbeing measurement module with WHO-5 benchmarked pulse surveys and proactive Response Team support. Includes individual and department wellbeing monitoring, statistics, continuous nudging, and professional support calls for employees with low wellbeing scores.
- Body Module Physical pain monitoring module that tracks employee pain levels across body areas on a 0-10 scale. Includes proactive calls from Response Team to employees with high pain scores and a library of physical exercises.
- Manager Module Manager-focused wellbeing module providing data-driven insights and team-level statistics to managers. Managers receive contact offers when their teams show low average wellbeing scores and gain access to a manager toolbox for action.
- Response Team Proactive professional support service staffed by psychologists and physiotherapists who contact employees showing wellbeing or pain concerns within two business days of survey completion, providing guidance and referral to appropriate professional help.
- My Howdy (Employee Portal) Employee-facing portal for participating in wellbeing surveys, accessing personal wellbeing data, and engaging with the platform's health resources.
- Manager Portal Administrative portal for managers and HR to access team wellbeing statistics, monitor department-level data, and manage organizational reporting.
- Howdy Body Physical wellness tracking component within the Howdy platform focusing on monitoring and addressing physical pain among employees through targeted surveys and intervention.
Quantifiable outcome
- Professional help within 2 business days after completing survey regardless of reason
- +2 more outcomes
Companies that use Howdy
Customer profileNamed customers2 records
Segments6 records
Ideal customer profiles4 records
Howdy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability2 records
Feature6 records
Howdy partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- Microsoft AzurecoreCloud infrastructure provider hosting all Howdy/HR-ON Wellbeing data in Microsoft Azure Dublin, Ireland data centers. Essential infrastructure partner for SaaS platform delivery.
- Amazon Web ServicescorePaaS provider with AWS data centers in Germany, Ireland, England, and France. Used for platform infrastructure and Raygun error logging services.
- BrevocoreEmail service provider used for transactional email communications including invitations, reminders, and password reset services. Based in Paris, France.
- TwiliocoreMessaging service provider for SMS/notification communications including invitations, reminders, and password resets. Based in Seattle, USA.
- HR-ONflagshipHowdy was acquired by HR-ON in 2025 and is now rebranded as HR-ON Wellbeing. HR-ON is a Danish HR software company providing tools for the entire employee journey including recruitment, onboarding, wellbeing, development, and offboarding. Together they are building the world's best HR platform.
Scale indicators3 records
Recent moves8 records
Expansion highlights5 records
Howdy competitors and assessment
Company assessmentBroad incumbents
- Headspace: Global mental-health and wellbeing platform offering meditation, coaching, and therapy to enterprise customers. Directly comparable in employee-wellbeing category with much broader geographic reach and a well-funded content-first model.
- Spring Health: Employer-sponsored mental-health benefits platform with precision-matched provider network. Competes with Howdy for the same per-employee mental-health budget at large European and US enterprises.
- Lyra Health: Mental-health benefits provider delivering therapy, coaching, and digital tools through employers. Targets large enterprise customers with a comparable hybrid human-plus-tech service model.
- Virgin Pulse: Global employee wellbeing and engagement platform covering physical, mental, and social health. Competes with Howdy's Body and Wellbeing modules for corporate wellbeing budgets.
- Limeade: Employee experience platform with wellbeing programs and analytics. Comparable in targeting HR buyers and offering pulse-style engagement measurement at enterprise scale.
Direct peers
- Modern Health: Enterprise mental-health platform combining self-service digital tools with a global network of therapists and coaches. Closest comparable to Howdy's hybrid Response Team plus survey-based scoring model.
- Unmind: UK-headquartered employee mental-health platform offering measurement, training, and professional support. Strongest European direct competitor with overlapping wellbeing-pulse and clinical-intervention model.
- OpenUp: Netherlands-based mental-health platform combining self-service tools with on-demand psychologist sessions for European employers. Geographic and product overlap makes it a direct regional competitor.
Emerging players
- Oliva (formerly Spill): UK-based workplace mental-health platform with therapy and team-manager tools. Competes with Howdy in the European mid-market employer segment.
- Wellable: Corporate wellness platform offering challenges, content, and reporting. Smaller-scale alternative comparable on per-employee subscription model and HR-buyer targeting.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Howdy social profiles
Digital presenceHowdy compliance and trust
Trust signalCompliance3 records
Howdy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Howdy leadership team
Management profileNumber of profiles
Profiles3 records
Howdy funding detail
Funding detailFunding overview
Funding rounds8 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Howdy 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 Howdy
What does Howdy do?
Howdy (now HR-ON Wellbeing) is a B2B SaaS employee wellbeing platform that runs modular pulse surveys every two weeks to detect early signs of poor mental and physical wellbeing in workplaces. It uses WHO-5 benchmarked scoring to flag at-risk employees and triggers proactive outreach from an in-house Response Team of psychologists and physiotherapists within two business days. The platform serves organizations through annual per-employee subscriptions, with API-based employee data integration and dedicated portals for employees and managers.
Is Howdy a public or private company?
Howdy is a private company. It is classified as corporate owned and is currently acquired.
When was Howdy founded?
Howdy was founded in 2014. It employs 11 to 50 people.
Where is Howdy based?
Howdy is headquartered in Copenhagen, Denmark, in the Europe region.
How does Howdy make money?
Two revenue lines are on record. Subscription Licensing is the primary driver. The others are professional Services.
Who are Howdy's main competitors?
Broad incumbents on record are Headspace, Spring Health, Lyra Health, Virgin Pulse and Limeade. Direct peers are Modern Health, Unmind and OpenUp. Emerging players are Oliva (formerly Spill) and Wellable.
Does Howdy have an API?
Yes. Howdy provides an API for integrating employee data with the platform. Employee data can be sent via API calls - customers send the complete employee list and Howdy calculates who to invite, update, or remove from the system. Supports automatic synchronization of employee data. The API documentation is publicly available on GitHub. Developer documentation is at github.com/WorklifeBarometer/API.
What industry is Howdy in?
Howdy's product category is Employee Wellbeing Software. Its primary akta.pro industry code is BPACAPAL, HR Service Delivery, Case Management & Employee Self-Service, with a secondary code of HLALADAD, Chronic Condition Management & Remote Monitoring (e.g., diabetes, HTN). Its NAICS code is 541612 and its SIC code is 7372.