What Intelligent Change does

Intelligent Change is a privately held direct-to-consumer wellness company that designs, markets, and distributes physical products rooted in positive psychology and behavioral science. Its portfolio centers on guided journals (the flagship Five Minute Journal and variants such as Fit, Mothers, Graduate, Cherry Stripe, Mocha Raspberry, plus the Stoic Journal, Three Question Journal, 3x Happier Journal, Notes to Mindfulness, Life Designer, and Best Year Journal), productivity planners, affirmation card decks, the Get Closer conversation game family, kids' products, and lifestyle accessories. Products are priced as one-time purchases ranging from approximately $8 for accessories to $115+ for collection bundles, with no subscription component, and are backed by a 6-month money-back guarantee on the core collection.

The company sells primarily through its owned Shopify storefront (intelligentchange.com) with regional currency support for USD, AUD, CAD, EUR, and GBP, and supplements this with a global wholesale channel stocking products at Tier-1 retailers including Nordstrom, Target, Anthropologie, Barnes & Noble, Fortnum & Mason, Waterstones, Indigo, and Urban Outfitters across North America, Europe, Australia, the Middle East, and Asia. Three fulfillment centers (USA, UK, Netherlands) enable direct international shipping, and a wholesale program offers 20% discounts on orders of 10+ units and 30% on orders of 40+ units, with custom orders available at 320+ units. The brand claims 4M+ products sold cumulatively, 3M+ users of the Five Minute Journal, and a 200,000+ subscriber newsletter, and runs a multi-channel marketing mix spanning Instagram, TikTok, Pinterest, YouTube, an editorial blog/magazine, an affiliate/partner program, and PR placements in Vogue, Goop, Entrepreneur, Business Insider, and HuffPost.

Name

Intelligent Change

Legal name

Intelligent Change

Website

https://intelligentchange.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Intelligent Change is a privately held direct-to-consumer wellness brand selling research-backed guided journals (notably the Five Minute Journal), affirmation cards, conversation games, and planners globally via its own e-commerce site and wholesale distribution to major retailers.

Ownership category

akta.pro rank

Product category

Personal Development Journals & Wellness Products

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Books: Publishing Or Publishing & Printing (2731), Retail-Hobby, Toy & Game Shops (5945), Blankbooks, Looseleaf Binders & Bookbindg & Relatd Work (2780)

akta.pro primary industry

Health, Wellness & Fitness Trade Publishing (MPAJAAAL)

akta.pro secondary industry

Direct-to-Consumer (D2C) Sales & Merchandising (Publisher Stores, Bundles) (MPAJAKAD)

Keywords

• Gratitude journals
• Mindfulness products
• Productivity planners
• Affirmation cards
• Conversation card games

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: One-time purchase model for physical journals, planners, affirmation cards, conversation games, lifestyle products, and digital products sold through the company's owned e-commerce storefront (intelligentchange.com). No subscription component. Revenue is generated per transaction with no recurring billing.
2. Wholesale & Bulk Orders: Volume-based wholesale pricing sold to retail stores and corporate buyers. 20% discount applied automatically on orders over 10 units; 30% discount on orders over 40 units. Custom/bespoke orders for 320+ unit quantities. One-time transactional revenue from B2B buyers.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

Intelligent Change designs, manufactures, and sells physical journaling tools, planners, affirmation and quote card decks, conversation card games, and lifestyle accessories built around positive psychology and mindfulness frameworks. Its flagship product, The Five Minute Journal, has been used by more than 3 million people, and the broader catalog has sold over 4 million units globally. The company fulfills orders from three international warehouses (USA, UK, Netherlands) and distributes both directly to consumers through its own e-commerce site and through wholesale partners.

Product overview

Intelligent Change is a direct-to-consumer wellness company offering a diverse portfolio of physical products designed to support personal growth, mindfulness, productivity, and meaningful relationships. The product portfolio is organized into distinct collections: (1) Core Journals including The Five Minute Journal (flagship gratitude journal available in 15+ variants including Original, Fit, Graduate, and Mothers editions), The Stoic Journal, The Best Year Journal, The Three Question Journal (developed with Dr. Rangan Chatterjee), Notes to Mindfulness Journal (with Chelsea Kauai), 3x Happier Journal (with Prince EA), and Life Designer Journal (with Couples variant); (2) Productivity tools including the Productivity Planner and Quarterly Productivity Planner, accompanied by Productivity Planner Cards and Desk Pads; (3) Conversation Games under the 'Get Closer' brand offering 9 distinct editions (Original, Couples, Dating, Intimacy 18+, Family, Table Talk, Teams, Shadow Self, and No Filter) plus bundles; (4) Affirmation Cards including Mindful Affirmations (with 8 specialized variants including Health, Finance, Love, Chakra, Women, French, German editions) and Quote Card Reminders (Gratitude, Manifestation, Motivational, Stoic); (5) Lifestyle products including Essential Oil Candle, Face Oil, and Tote Bags; (6) Kids collection with Five Minute Journal for Kids, Mindful Affirmations for Kids, Memory Game, and I Am Grateful Book; (7) Stationery including Premium and Essential Notebooks, Pens, and Desk Accessories; (8) Bundles combining products across categories. The company leverages positive psychology research, offers a 6-month money-back guarantee, and emphasizes sustainable materials (100% recycled FSC paper, plastic-free, compostable) with worldwide shipping from fulfillment centers in the USA, UK, and Netherlands.

Differentiator

Problem solved

Functional benefit

Products and services

• The Five Minute Journal Flagship daily gratitude and affirmation journal structured around a quick morning and evening prompt format based on positive psychology, designed for individual consumers seeking a simple daily mindfulness practice.
• The Stoic Journal Journal built around Stoic philosophy prompts and practices, aimed at consumers interested in resilience, virtue, and reflective journaling.
• Productivity Planner Structured planner designed to help individual consumers organize tasks, set priorities, and execute on goals using a science-informed productivity framework.
• Best Year Journal Annual journal that guides consumers through setting intentions, reviewing the year, and planning goals across 12 months.
• Three Question Journal Minimalist journal built around three daily reflection questions for consumers wanting a low-effort mindfulness and reflection practice.
• Notes to Mindfulness Journal Mindfulness journaling tool designed to help consumers slow down, reflect, and cultivate present-moment awareness through guided prompts.
• 3x Happier Journal Happiness and well-being journal co-developed with a partner creator, aimed at consumers seeking evidence-informed tools to increase daily happiness.
• Life Designer Journal Life-design journal that guides consumers through intentional living exercises to clarify values, vision, and life priorities.
• Get Closer Conversation Game Card game for couples, friends, or families featuring prompts designed to spark meaningful conversations and deepen relationships.
• Shadow Self Game Conversation card game focused on exploring inner shadow aspects and self-reflection, intended for adult consumers and small group play.
• Mindful Affirmations Cards Physical decks of affirmation cards offering short, daily positive statements for consumers seeking quick mindfulness or affirmation practice.
• Reminders Quote Cards Quote card decks that serve as visual reminders across themes including gratitude, motivation, manifestation, and Stoic philosophy, designed for display or daily reflection.
• Stoic Practice Bundle Bundled set of Stoic-themed journaling and practice tools for consumers who want a multi-product Stoic routine at a discounted package price.
• Couples Connection & Intimacy Bundle Bundled product set aimed at couples seeking structured tools to deepen intimacy, communication, and connection.

Quantifiable outcome

• 4+ million products sold worldwide
• +2 more outcomes

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• Dr. Rangan ChatterjeecoreStrategic or Co-development PartnerDr. Rangan Chatterjee, a prominent physician and author, collaborated with Intelligent Change to co-develop The Three Question Journal. The product leverages Dr. Chatterjee's medical background and behavioral change expertise, bringing a health-oriented dimension to journaling.
• Prince EAcoreStrategic or Co-development PartnerRenowned spoken word artist and personal development creator Prince EA collaborated with Intelligent Change to create the 3x Happier Journal — a 60-day program designed to rewire the brain, cultivate gratitude, boost well-being, and infuse joy into daily routines.
• Chelsea KauaicoreStrategic or Co-development PartnerChelsea Kauai collaborated with Intelligent Change to co-create the Notes to Mindfulness Journal — a guided journal for cultivating self-awareness, positivity, and gratitude, featuring her distinctive aesthetic and mindfulness methodology.
• Valeria LipovetskycoreStrategic or Co-development PartnerValeria Lipovetsky, a popular content creator and author, partnered with Intelligent Change on a special edition of Mindful Affirmations for Women. The product features double-sided quotes and affirmations designed for women's empowerment and self-love.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Moleskine: Iconic premium notebook and journal brand sold globally through premium retailers, department stores, and its own D2C channels — directly comparable to Intelligent Change's premium, design-led physical journal and planner portfolio.
• Leuchtturm1917: German manufacturer of premium hardcover notebooks, planners, and journals distributed globally — competes head-to-head with Intelligent Change in the premium paper goods and productivity-planner category.
• Papier: D2C-first personalized stationery and journal brand with strong owned e-commerce and premium positioning — directly comparable business model (D2C-led, premium paper goods, gifting use case) to Intelligent Change.
• Baron Fig: D2C premium notebooks and planning tools sold through owned e-commerce and select retail — directly comparable in target customer (creatives, productivity-minded consumers) and product format.
• The School of Life: Publishes and sells philosophy- and psychology-led journals, card decks, and books through D2C and global retail — directly comparable in content framework, card-deck format (similar to Mindful Affirmations), and premium positioning.
• Knock Knock: Stationery, journals, and gift products brand selling through D2C, wholesale, and major US retailers (Target, Barnes & Noble) — directly comparable in product mix, retail partners, and gifting-driven customer base.
• ban.do: Lifestyle and stationery brand selling journals, planners, and affirmation-style products via D2C and department-store wholesale — directly comparable in aesthetic, female-skewed target customer, and gifting SKU strategy.

Broad incumbents

• Calm: Broader wellness incumbent offering meditation, mindfulness, and sleep content — overlaps with Intelligent Change's mindfulness/self-development category but as a digital subscription rather than physical products.
• Headspace: Broader wellness incumbent delivering guided meditation and productivity content — competes for the same mindfulness and self-improvement wallet share that Intelligent Change targets, but via a digital subscription model.

Emerging players

• Day One: Premium digital journaling app serving the same daily-reflection and gratitude-journaling use case — partial overlap with Intelligent Change's flagship Five Minute Journal proposition, but in a digital/recurring-revenue format.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/5MinuteJournal
• YouTubeyoutube.com/channel/UCzW6e4m4wd6bG3EzVoetZJA
• Facebookfacebook.com/intelchange
• LinkedInlinkedin.com/company/intelligentchange
• Instagraminstagram.com/intelligentchange
• TikToktiktok.com/@intelligentchange
• Pinterestpinterest.com/intelligentchange

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Intelligent Change