Ailuna

What Ailuna does

Ailuna is a UK-based behaviour change platform that combines a freemium consumer mobile app with a B2B enterprise product suite to drive habit formation in sustainability and (more recently) cybersecurity and fraud prevention. Its core technology is a proprietary behaviour change engine and action development tool, built over several years with behavioural scientists, usability experts, and user feedback, that delivers themed action programmes (one-day or week-long challenges), daily check-ins, badges, an Impact Score, avatar personalisation, and a built-in community with peer messaging and leaderboards. The platform is offered as iOS and Android apps and a web dashboard, with an enterprise tier (Ailuna for Business) providing customised branded actions, team segmentation, lifecycle reporting, and annual Impact Reports targeting Scope 3 emissions and corporate ESG goals, plus a newer Ailuna for Cybersecurity module developed with We Fight Fraud.

The company monetises through quote-based enterprise subscriptions (annual, per-employee or per-program pricing) supplemented by bespoke action and programme customisation fees, while the consumer app remains free to drive top-of-funnel acquisition and brand reach. Distribution combines direct enterprise sales via a 'Book a Demo' motion, app-store listings, organic social media across six platforms, an Ambassador Programme, white papers, webinars (e.g., CBI, WWF), and earned media in UK business outlets. Ailuna operates from a registered office in Wantage, Oxfordshire (under legal entity Chillisalsa Limited), with a distributed team across the UK, Germany, Lithuania, the USA, and Denmark, and reports a cumulative £1.6M raised to date including a 2021 Crowdcube round; revenue is not publicly disclosed.

Name

Ailuna

Legal name

Chillisalsa Limited

Website

https://ailuna.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Ailuna is a UK-based behaviour change platform offering a freemium consumer app and B2B enterprise subscriptions that use gamification and behavioural science to build lasting sustainability, cybersecurity, and fraud-prevention habits for individuals and corporate employees.

Ownership category

akta.pro rank

Headquarters

HQ city

Wantage

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Consumer App (Freemium): The Ailuna consumer mobile app is free to download and use. Users can take sustainable actions, earn badges, and access community features at no cost. The free B2C version serves as a user acquisition and brand awareness channel, with potential for upsell to premium features or B2B versions.
2. Ailuna for Business (Enterprise Subscriptions): Ailuna offers enterprise-level subscription solutions for businesses to engage employees and customers in sustainability and cybersecurity programs. These include custom actions, branded programs, team dashboards, leaderboard reporting, and annual impact reports. Pricing is custom/quote-based, likely per-employee or per-program licensing. Revenue is generated through annual or multi-year enterprise contracts.
3. Bespoke Action and Program Customization: Custom-themed tracks and programs tailored to specific corporate ESG objectives (e.g., 'Waste Warrior', energy reduction, circular economy). Revenue is likely bundled within enterprise subscription agreements.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Ailuna is a gamified behaviour change app and platform that helps individuals and enterprises build lasting habits around sustainability, fraud prevention, and cybersecurity. The consumer mobile app (iOS/Android) is free and delivers one-day and week-long themed actions, daily check-ins, badges, community features, and an Impact Score. Ailuna for Business is an enterprise subscription tier that deploys branded custom actions, team dashboards, leaderboards, and annual Impact Reports to engage employees and customers in corporate ESG and cybersecurity programs.

Product overview

Ailuna offers a unified gamified behaviour change platform comprising a core mobile app available on iOS and Android, supplemented by two enterprise-focused modules: Ailuna for Business (for employee and customer sustainability engagement with custom ESG programs, team challenges, and reporting dashboards) and Ailuna for Cybersecurity (for fraud prevention and cybersecurity training delivered through behavioural change actions and partnerships). The platform combines behavioural science, gamification elements (badges, leaderboards, rewards), community engagement, and impact tracking to drive sustained habit formation.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 97% reduction in single-use plastic bag consumption in UK following government charge + behavioral reinforcement approach
• +7 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• We Fight Fraud (WFF)coreStrategic or Co-development Partner · 6 June 2024Ailuna has entered into a strategic partnership with We Fight Fraud, a financial crime prevention group providing innovative, research-informed, evidence-based, and lived-experience driven content. The partnership integrates WFF's fraud and cybersecurity expertise with Ailuna's behavioral change platform to create the world's first behavior change platform addressing both sustainability and fraud prevention together. The combined offering equips businesses with tools to build a human firewall — embedding effective fraud prevention habits in employees and customers — making organizations more resilient against financial crime.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• JouleBug: Gamified sustainability and habit-change mobile app for individuals and communities — the closest direct peer to Ailuna's consumer sustainability app, with overlapping features (challenges, leaderboards, community sharing).
• Hoxhunt: Gamified enterprise cybersecurity awareness and phishing simulation platform — directly comparable to Ailuna for Cybersecurity in using behavioral change and gamification to embed security habits in employees.
• SoSafe: European-headquartered gamified security awareness and phishing simulation platform — comparable to Ailuna for Cybersecurity in its use of behavioral science and gamified learning for enterprise security training.
• Olio: Community-driven sustainability app for sharing food and household items — directly comparable to Ailuna's consumer sustainability community feature, and listed alongside Ailuna in the Impact 50 cohort.
• Ninjio: Gamified cybersecurity awareness training platform using animated story-based episodes — comparable to Ailuna for Cybersecurity in its gamified, story-driven approach to embedding security behavior in employees.

Broad incumbents

• KnowBe4: Market-leading security awareness and simulated phishing platform — a broad incumbent in the same enterprise cybersecurity training category as Ailuna for Cybersecurity, though focused on training content rather than habit-formation behavior change.
• Watershed: Enterprise carbon accounting and sustainability platform — a broad incumbent whose Scope 3 emissions and corporate ESG reporting overlap with the buyer use cases Ailuna for Business addresses, though Watershed focuses on measurement rather than employee behavior change.
• Persefoni: AI-enabled carbon accounting and climate management platform — a broad incumbent in the enterprise ESG tooling category, addressing similar corporate sustainability buyers as Ailuna for Business but focused on emissions measurement rather than employee engagement.
• Sweep: Enterprise ESG and carbon management platform — a broad incumbent addressing sustainability officers and ESG programs comparable to Ailuna for Business, with overlap in the corporate Scope 3 / ESG engagement buyer.

Emerging players

• AwareGO: Video-based security awareness training platform — an emerging player in the same cybersecurity behavior change category as Ailuna for Cybersecurity, focused on short-form video rather than gamified habit formation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AilunaCommunity
• YouTubeyoutube.com/c/Ailunacommunity
• Facebookfacebook.com/AilunaCommunity
• LinkedInlinkedin.com/company/ailuna
• Instagraminstagram.com/ailunacommunity
• TikToktiktok.com/@ailuna_community

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Ailuna