What 5app does

5app is a London-headquartered, privately held SaaS company founded in 2011 that sells an AI-powered learning and communications ecosystem to small, mid-market and enterprise organisations. Its product suite centres on The Hub, an intuitive LMS delivered as a PWA that hosts bite-sized learning content, playlists, internal communications and compliance training, and is complemented by three AI add-on modules: VeeCoach (an AI tutor agent using RAG over customer-specific Knowledge Graphs), VeeCreate (an AI authoring tool that ingests documents, video and links to generate multilingual courses with AI imagery), and Helix (an AI skills intelligence platform that infers leadership behaviours from real workplace conversations). The underlying technology stack is built on Google Cloud Platform with Firebase Authentication, and the platform routes across multiple LLM providers (GPT 4o, Claude 3 Sonnet, Gemini 1.5 Pro, Llama 3.1) to remain model-agnostic.

The business operates a hybrid go-to-market combining direct enterprise sales with a self-serve freemium motion (free leadership assessment, on-demand demos) and a channel partnership with Hemsley Fraser for content-led delivery. Revenue is generated through annual or multi-year SaaS subscriptions to The Hub with tiered pricing by features and user count, plus AI feature add-ons (VeeCoach, VeeCreate, Helix) sold on top, with all pricing quote-based. Customer segments span insurance (Zurich, QBE), biotech and pharma (Amgen, Norgine), energy (Spirit Energy), real estate (Greystar), water utility (Severn Trent), digital health (OncoHealth), flight training (Ascent), recruitment (Thomas Thor), and non-profit (Anthony Nolan). The company reports 200,000+ active learners across 30+ supported languages, a 4.8/5 customer rating, and 99.99% platform uptime, and holds GDPR and CCPA compliance with platform-specific SOC 2 and ISO 27001 certifications in progress.

Name

5app

Legal name

5app Limited

Website

https://5app.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

5app is a London-based SaaS company that sells an AI-powered learning and communications platform — The Hub LMS plus AI add-ons VeeCoach, VeeCreate and Helix — to small, mid-market and enterprise organisations seeking to deliver leadership development with measurable behavioural outcomes.

Ownership category

akta.pro rank

Product category

Learning Management System

NAICS

Professional and Management Development Training (61143), Business Schools and Computer and Management Training (6114)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

AI-Powered Tutoring & Study Assistant Platforms (EDANAGAD)

akta.pro secondary industries

Learning Analytics & Dashboards (Student/Teacher/Admin Insights) (EDAFAFAA), AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)

Keywords

• Learning management system
• Corporate learning software
• AI coaching platform
• Leadership development tools
• Employee training platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Subscription (SaaS): Annual or multi-year subscription to access The Hub LMS, with tiered pricing based on features and user count. Customers with existing Hubs can enable AI features (VeeCoach, VeeCreate) as add-ons.
2. AI Feature Add-ons: AI-powered features (VeeCoach, VeeCreate, Helix) available as additional paid modules on top of base platform subscription. Contact account manager for pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

5app provides an AI-powered learning ecosystem built around The Hub, an intuitive LMS that delivers bite-sized learning content, internal communications, and knowledge sharing in the flow of work. The platform is supplemented by three AI-powered modules: VeeCoach (AI tutor agent for personalised coaching), VeeCreate (AI content authoring tool), and Helix (AI skills intelligence for measuring leadership behaviours). The offering targets HR, L&D and people leaders at small-to-mid-sized and enterprise organisations seeking measurable leadership development.

Product overview

5app is a unified AI-powered learning and communications platform for small and growing businesses, consisting of The Hub (the core LMS) as the central platform, supplemented by three AI-powered modules: VeeCoach (AI tutor agent for personalised on-demand coaching and knowledge retrieval), VeeCreate (AI authoring tool for rapid e-learning course creation), and Helix (AI skills intelligence platform for measuring leadership behaviours and skills). The ecosystem is fully AI-powered, enabling organisations to improve leadership performance with measurable behavioural data.

Differentiator

Problem solved

Functional benefit

Brands

• Helix: AI skills intelligence platform that helps organisations surface leadership skills and behaviours in the flow of real work, providing personal skill profiles and measurable leadership development.
• VeeCoach
• The Hub
• VeeCreate
• 5Cast

Products and services

• The Hub An intuitive LMS that enables organisations to deliver bite-sized learning, internal communications, and knowledge sharing in the flow of work. Hosts multiple asset types (PDFs, presentations, Word documents, video) organised in customised playlists, accessible via PWA on mobile and desktop.
• VeeCoach

Quantifiable outcome

• 28% improvement in active listening skills, 30% in communication skills, 25% in coaching skills through real workplace conversations
• +2 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability11 records

Feature4 records

Partnerships

One partnership is on record.

• Hemsley FrasercoreChannel Partner/ Reseller/ DistributorHemsley Fraser is a content partner that delivers training programmes through the 5app platform. They provide an off-the-shelf content library covering leadership, management, personal effectiveness and compliance topics, plus a reporting suite for HR teams to track engagement.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Docebo: Enterprise LMS platform that has layered AI features (AI Coach, AI authoring, learning automation) on top of its core learning suite. Closest direct competitor in the AI-powered enterprise LMS category where 5app competes for the same L&D budget.
• Degreed: Learning experience platform with skills intelligence, content aggregation, and AI features targeting enterprise L&D. Competes for skills-intelligence and behavior-change positioning similar to Helix.
• LearnUpon: Mid-market and enterprise LMS with strong SMB-to-enterprise trajectory, transparent tiered pricing, and AI feature rollouts. Comparable customer segment to 5app's SMB primary segment.
• 360Learning: Collaborative learning platform with AI authoring and skills features aimed at upskilling and leadership development. Comparable mid-market/enterprise positioning and similar AI-driven content authoring wedge to VeeCreate.

Emerging players

• Sana Labs: AI-native learning platform combining knowledge management, AI tutoring, and authoring. Direct overlap with VeeCoach (AI tutor) and VeeCreate (AI authoring) capabilities and a similar target buyer in enterprise L&D.
• BetterUp: AI-powered leadership coaching and development platform. Direct overlap with 5app's leadership development wedge and Helix-adjacent behavior measurement approach.
• Valence: AI-powered platform for team development and leadership coaching with skills intelligence. Competes directly with Helix in the AI-measured leadership development category.

Regional players

• CoachHub: European-headquartered digital coaching platform focused on leadership and management development. Overlaps with 5app's leadership wedge in the same UK/EU enterprise market.

Broad incumbents

• Cornerstone OnDemand: Large incumbent talent and learning suite with AI-powered skills intelligence, learning, and content capabilities. Competes in the enterprise tier with broader HR portfolio than 5app's specialized leadership focus.
• Workday Learning: Enterprise learning module within the Workday HCM suite with AI skills features. Wins deals where Workday is already the system of record, posing a bundling threat to 5app's enterprise expansion.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeopen.spotify.com/show/6wZRcm1guzqErwzeKhlytO
• LinkedInlinkedin.com/company/5app-platform
• Xx.com/5app
• Facebookfacebook.com/5appUK

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 5app