Goodable
Goodable is a Toronto-based AI company that offers IRIS, a real-time emotional intelligence API scoring text, video, audio, and ads for emotional impact, serving enterprise content platforms, employers, and brand partners like Yahoo, Meta, and Raydiant.
- Company typePrivate
- Founded2020
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Goodable does
Goodable Inc. is a Toronto-headquartered AI company that builds IRIS, a proprietary emotional intelligence engine that scores content (text, video, audio, and ads) for emotional impact in real time via a single REST API. The system is built on peer-reviewed research in affective computing and positive psychology, returns a full emotional score in 0.6 seconds, and claims 99.4% accuracy independently verified across millions of API calls. IRIS is the only emotional AI platform with published randomized control trials showing clinically validated outcomes (94-96% mood improvement, 22% depression reduction, 25% anxiety reduction, 25% CTR uplift, 21% increased ad view times).
Goodable monetizes IRIS through three channels. First, an API product offered in two annual-billing tiers (Quickstart for startups with capped calls, Pro for enterprises with unlimited calls and custom integrations). Second, the Goodable consumer app, a clinically backed wellness app available on iOS and Android with 14+ validated modules. Third, distribution partnerships and white-label embedding into partner platforms including Yahoo, Meta, Raydiant, Captivate, Atmosphere, the United Nations, Google News Initiative, and various consumer brands. Brand partnerships and managed content services (e.g., in-office Goodable TV, social strategy) provide a fourth revenue layer.
The company was founded by Muhammad Lila, a former CNN and ABC News war correspondent, and is led by CSO Dr. Acacia Parks (ex-Happify CSO). Goodable reports a 1-10 employee headcount, a 91+ country footprint, and end-user reach of 600M+ monthly users through partner distribution. Founded in 2020 with the consumer app, Goodable repositioned around the IRIS API in 2024 and signed a 2024 funding round with Goodwater Capital.
Goodable firmographics
Firmographics- Name
- Goodable
- Legal name
- Goodable Inc.
- Website
- https://goodable.co
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Goodable is a Toronto-based AI company that offers IRIS, a real-time emotional intelligence API scoring text, video, audio, and ads for emotional impact, serving enterprise content platforms, employers, and brand partners like Yahoo, Meta, and Raydiant.
- Ownership category
- akta.pro rank
Goodable industry classification
Industry- Product category
- Affective Computing Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Media & Content Personalization (News, Video, Music, Podcasts) (HDAAAGAB)
- akta.pro secondary industry
- AI Observability, Monitoring & Evaluation Platforms (Drift, Quality, Safety) (HDAEANAF)
Keywords
Where Goodable is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Goodable business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- IRIS API Subscriptions: Enterprise API licensing with two tiers - Quickstart (capped API calls) for startups and Pro (unlimited API calls) for large enterprises. Annual billing with custom performance reporting and integrations on Pro tier.
- Goodable App Licensing: World's first news wellness platform powered by IRIS. Enterprise deployment across workforce via app with custom newsfeeds, personalized alerts, and organizational tracking.
- Enterprise Platform Embedding: White-label integration of emotional intelligence into partner platforms. Revenue from embedding IRIS into content platforms, healthcare networks, retail environments, and enterprise intranets.
- Brand Partnerships & Content Distribution: Partnership options including social media strategy, distribution on marquee screen locations, creative services, podcast ideation, in-office screen content (Goodable TV), and integrated corporate messaging.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Quickstart - For startups and early stage enterprises with capped API calls |
| Subscription | Annual | Pro - For enterprise organizations deploying IRIS at scale with unlimited API calls |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Goodable product offering
Product offeringCore offering
Goodable develops IRIS, a proprietary emotional intelligence engine delivered as a REST API that scores text, video, audio, and ad content for emotional impact in 0.6 seconds with 99.4% verified accuracy, enabling enterprises to optimize content for engagement, retention, and revenue. The same AI foundation powers the consumer Goodable wellness app and The Daily Goods publication, all clinically validated to drive 94-96% mood improvement and 25% CTR uplift. The product is sold to enterprise customers via tiered annual subscriptions (Quickstart and Pro) with quote-based pricing.
Product overview
Goodable offers a unified platform built around its proprietary IRIS emotional intelligence engine, which powers multiple products. The core offering is the IRIS API (available in Quickstart and Pro tiers) that provides real-time emotional scoring for any content type. This AI engine is embedded into two consumer-facing products: the Goodable App (a wellness app with 14+ clinically validated modules and audio sessions) and The Daily Goods (a curated positive news publication). All products share the same emotional intelligence foundation, with IRIS scoring and optimizing content across the entire portfolio. The platform integrates via REST API and webhooks for enterprise deployment.
Differentiator
Problem solved
Functional benefit
Brands
- IRIS: The world's first emotional intelligence API platform that scores content for emotional impact in real time, optimizing for engagement, revenue, and retention.
- The Daily Goods
- Goodable App
Products and services
- IRIS Emotional Intelligence API A real-time emotional intelligence engine delivered as a REST API that scores any content (text, video, audio, ads) for emotional impact before users see it. Returns full emotional score in 0.6 seconds with 99.4% verified accuracy. Sold in two annual subscription tiers (Quickstart for startups with capped API calls, Pro for enterprises with unlimited calls and custom integrations). Clinically validated to drive 94% end-user mood improvement, 25% CTR increase, 21% increased ad view times, and 5x ROI.
- Goodable App The world's first clinically-backed daily wellness app that uses emotionally optimized newsfeeds powered by IRIS to drive positive behavioral change, replacing doomscrolling with content clinically proven to improve mood and reduce stress. Available on iOS App Store and Google Play, with 14+ clinically validated modules and unlimited happiness audio sessions. Features 4.9 star rating across 91 countries. Available to consumers and deployed enterprise-wide (e.g., to 67,000 Meta employees worldwide).
- The Daily Goods A daily curated news publication featuring the world's most positive, impactful headlines, with content emotionally optimized by IRIS. Demonstrates that content built for human wellbeing drives real engagement, loyalty, and time on site. Available at thedailygoods.com and operated as part of Goodable's content ecosystem under the sub-brand 'The Daily Goods'.
Quantifiable outcome
- 94-96% mood improvement in users
- +10 more outcomes
Companies that use Goodable
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles5 records
Goodable technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability7 records
Feature5 records
Goodable partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered flagship, core and minor.
- YahooflagshipFlagship partnership delivering positive content solutions to hundreds of millions of Yahoo users. Yahoo evaluated Goodable's technology internally and found 99%+ accuracy. Goodable helps surface content audiences feel good about, addressing news avoidance challenge. Content generates over 1 million impressions per day on Yahoo platforms.
- MetaflagshipPartnership making Goodable app available to 67,000 Meta employees worldwide. A senior Meta leader discovered Goodable, experienced benefits personally, and advocated for company-wide availability. Goodable is clinically proven to increase happiness by up to 94%, achieving outcomes 3x faster than Calm and Headspace.
- Google News InitiativecorePartnership through Google News Initiative supporting positive journalism and content distribution across Google's news ecosystem.
- United NationscorePartnership with United Nations to distribute positive content globally through UN platforms and reach international audiences with emotionally optimized news.
- WalmartcoreBrand partnership with Walmart for positive content association and brand visibility across retail audiences.
- RaydiantcoreTechnology integration embedding Goodable content into Raydiant's in-office screen platform. Raydiant includes Goodable as default option for any new screen partner. Integration described as seamless with mood-shifting capabilities driving revenue for customers.
- CaptivatecoreIntegration of Goodable positive content into Captivate's office building digital signage network reaching office workers in major buildings.
- AtmospherecorePartnership with Atmosphere for positive content distribution across their digital signage and content network.
- Brooklyn Public LibraryminorPartnership with Brooklyn Public Library to provide positive content access to library patrons and community members.
- adidasminorBrand partnership with adidas for positive content distribution and brand association.
- Terry Fox FoundationminorNon-profit partnership to distribute positive stories and content related to the Terry Fox Foundation mission.
- UnwrapitminorBrand partnership with Unwrapit for positive content association.
- NeutralminorBrand partnership with Neutral for positive content distribution.
- GoodPopminorBrand partnership with GoodPop for positive content association.
- MadeGoodminorBrand partnership with MadeGood for positive content distribution.
Scale indicators16 records
Recent moves6 records
Expansion highlights6 records
Goodable competitors and assessment
Company assessmentDirect peers
- Realeyes: Realeyes uses computer vision and affective computing to measure audience emotional response to ads and video content. Directly comparable use case (emotional scoring of ads and video) and serves overlapping enterprise buyers in brand marketing and media.
- Hume AI: Hume AI builds an emotional intelligence API that analyzes voice, video, and text for affect, offering similar developer infrastructure to Goodable's IRIS. Closest direct competitor on product offering, target market (developers/enterprise platforms), and business model (API-first subscription).
- Affectiva (Smart Eye): Affectiva (acquired by Smart Eye) pioneered facial coding and emotional AI for media measurement, advertising, and automotive. Comparable in targeting emotional measurement of content at scale, though more established in market research than API infrastructure.
- Happify Health: Happify is a digital mental health and wellness platform offering clinically validated content interventions — the same positioning Goodable's app takes, and where Goodable's CSO Dr. Acacia Parks previously served as CSO. Strong overlap on wellness market and clinical evidence-based framing.
Broad incumbents
- OpenAI: OpenAI's multimodal APIs (GPT-4o, etc.) include sentiment, tone, and increasingly affect-aware outputs. As a broad AI platform, it represents both a competitive threat (commoditization) and a potential distribution channel if Goodable builds on top of its infrastructure.
- Microsoft Azure Cognitive Services: Azure offers Text Analytics and multimodal AI services including sentiment and emotion APIs. Represents the big-tech incumbent risk: a general-purpose cloud AI suite that already serves enterprise developers with overlapping sentiment/content analysis capabilities.
- Calm: Calm is the consumer and B2B wellness leader that Goodable explicitly benchmarks itself against (claiming 3x effectiveness per clinical studies). Competes directly for the same employee-wellness budgets and corporate mental health distribution.
- Grammarly: Grammarly is the established "AI infrastructure layer" for content quality that Goodable explicitly benchmarks against with the "Grammarly for Emotion" positioning. Comparable product architecture (REST API for content improvement) and enterprise go-to-market, though Grammarly leads in writing quality rather than emotional impact.
- Headspace Health: Headspace (combined with Ginger) is a major digital mental health incumbent serving employers and consumers. Direct competitor for employee-wellness deployments and clinical mental health outcomes — Goodable's app and Meta partnership directly challenge its category leadership.
Emerging players
- Beyond Verbal: Beyond Verbal analyzes vocal biomarkers and emotional tone from audio. Comparable in using affective computing to score emotional impact, with partial overlap on Goodable's audio scoring modality; smaller scale and more health-focused than content/media.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Goodable social profiles
Digital presenceGoodable compliance and trust
Trust signalCompliance1 record
Goodable financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodable leadership team
Management profileNumber of profiles
Profiles4 records
Goodable funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodable 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 Goodable
What does Goodable do?
Goodable develops IRIS, a proprietary emotional intelligence engine delivered as a REST API that scores text, video, audio, and ad content for emotional impact in 0.6 seconds with 99.4% verified accuracy, enabling enterprises to optimize content for engagement, retention, and revenue. The same AI foundation powers the consumer Goodable wellness app and The Daily Goods publication, all clinically validated to drive 94-96% mood improvement and 25% CTR uplift. The product is sold to enterprise customers via tiered annual subscriptions (Quickstart and Pro) with quote-based pricing.
Is Goodable a public or private company?
Goodable is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Goodable founded?
Goodable was founded in 2020. It employs 1 to 10 people.
Where is Goodable based?
Goodable is headquartered in Toronto, Canada, in the North America region.
How does Goodable make money?
Four revenue lines are on record. IRIS API Subscriptions are the primary driver. The others are goodable App Licensing, enterprise Platform Embedding and brand Partnerships & Content Distribution.
Who are Goodable's main competitors?
Direct peers on record are Realeyes, Hume AI, Affectiva (Smart Eye) and Happify Health. Broad incumbents are OpenAI, Microsoft Azure Cognitive Services, Calm, Grammarly and Headspace Health. Beyond Verbal is listed as an emerging player.
Does Goodable have an API?
Yes. IRIS is a REST API that provides real-time emotional intelligence scoring for content. Supports both REST API and webhooks. Returns emotional scores, sentiment classification (positive/neutral/negative), confidence levels, and detailed emotional analysis. Average response time of 0.6 seconds. Scales from single team to global enterprise without re-architecting. Integration time is under 24 hours. Current version is API v2.1. Example response: {score: 91.4, sentiment: 'positive', confidence: 'high', accuracy: '99.4%', happy: 'Yes', neutral: 0.410228465, negative: 0.001245129, triggers_identified: 0, detailed_emotional_analysis: 'Available'} Developer documentation is at www.goodable.co/contact.
What industry is Goodable in?
Goodable's product category is Affective Computing Software. Its primary akta.pro industry code is HDAAAGAB, Media & Content Personalization (News, Video, Music, Podcasts), with a secondary code of HDAEANAF, AI Observability, Monitoring & Evaluation Platforms (Drift, Quality, Safety). Its NAICS code is 5132 and its SIC code is 7372.