Focus@will
Focus@Will (rebranded to focus.music in 2025) is a neuroscience-optimized music streaming service that delivers scientifically designed audio channels to help individuals and workplace teams achieve and sustain focused work, serving over 2 million subscribers via subscription.
- Company typePrivate
- Founded2011
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Focus@will does
Focus@Will (legal entity: Focus@Will Labs, Inc.) is a neuroscience-based audio streaming service founded in 2011 in Los Angeles by Will Henshall and Graham Lyus. The company's core product is a library of scientifically optimized music channels designed to help users reach a focused mental state within approximately 20 minutes of listening and sustain it for up to 200-minute sessions. The audio is produced by platinum-selling music producers and validated under the direction of Science Director Dr. Julia Mossbridge, with a Scientific Advisory Board that includes Dr. Evian Gordon and ADHD authority Dr. Edward Hallowell. The company's research has been published as a peer-validated white paper on arXiv, and the service reports more than 2,000,000 cumulative subscribers.
The platform is delivered through native applications on iOS, Android, MacOS, Windows, web browsers, and Sonos smart speakers, with social login via Apple, Google, and Facebook. The company operates a dual go-to-market: a product-led growth motion for individual consumers, who subscribe for $52.49 per year (~$4.37/month) with a 30-day money-back guarantee, and an enterprise field-sales motion under the Focus@Will Workplace brand, which sells site licenses to teams of 5 or more users at $2.25-$2.75 per user per month with a 28-day free trial. Named enterprise users include Amazon, Microsoft, SpaceX, Apple, Singularity University, and Bulletproof, though these are primarily cited as social proof rather than contracted enterprise accounts.
In 2025 the company announced a rebrand to focus.music, positioning the service as a real-time adaptive audio platform while preserving its neuroscience-led focus music library. Operationally, Focus@Will remains a lean private company with a small core team and limited disclosed institutional funding (one early round from Singularity University Ventures in 2013), suggesting a capital-efficient operating model rather than an aggressively scaled venture-backed business.
Focus@will firmographics
Firmographics- Name
- Focus@will
- Legal name
- Focus@Will Labs, Inc.
- Website
- https://focusatwill.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Focus@Will (rebranded to focus.music in 2025) is a neuroscience-optimized music streaming service that delivers scientifically designed audio channels to help individuals and workplace teams achieve and sustain focused work, serving over 2 million subscribers via subscription.
- Ownership category
- akta.pro rank
Focus@will industry classification
Industry- Product category
- Productivity Music Streaming
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- On-Demand Music Streaming (Interactive) (MPAIACAA)
- akta.pro secondary industries
- Music Discovery & Curation Platforms (Recommendations, Playlists) (MPAIACAH), Family/Student/Group Subscription Plans (MPAIACAI)
Keywords
Where Focus@will is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Focus@will business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Individual Subscription: Monthly or annual subscription for individual consumers. Annual subscription priced at $52.49 per year (~$4.37/month). Provides access to all focus music channels, productivity tracker, and multi-device support (up to 5 devices).
- Workplace/Team Subscription: Site license subscription for teams with 5+ users. Tiered pricing per user with volume discounts: 5-10 users at $2.75/user/month or $27.55/user/year; 11-25 users at $2.25/user/month or $22.54/user/year; 25+ users contact for enterprise pricing. Includes 28-day free trial.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual Monthly Subscription |
| Subscription | Annual | Individual Annual Subscription - $52.49/year |
| Per seat | Monthly | Workplace Team - 5 to 10 users |
| Per seat | Monthly | Workplace Team - 11 to 25 users |
| Per seat | Multi-year contract | Workplace Team - More than 25 users (Enterprise) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Focus@will product offering
Product offeringCore offering
Focus@Will is a subscription-based music streaming service that delivers neuroscience-optimized audio channels designed to help individual users and workplace teams enter and sustain a focused mental state. The platform combines music produced by platinum-selling producers with audio features validated by neuroscientists (including an ADHD-specific channel), a built-in productivity tracker, and cross-device support. It sells individual monthly/annual subscriptions and workplace site-license subscriptions for teams of 5+ users.
Product overview
Focus@Will is a single focused product line comprising the core Focus@Will music subscription service (now being transitioned to focus.music with real-time adaptive capabilities) and a team/enterprise add-on module called Focus@Will Workplace. The core service provides scientifically optimized music to help individuals achieve focus and productivity, while the Workplace module extends the service to teams with site licensing and volume-based pricing.
Differentiator
Problem solved
Functional benefit
Brands
- Focus@Will for Workplace: Brain music subscription service for teams and enterprise organizations, offering site license pricing for 5+ users with productivity tracking features.
Products and services
- Focus@Will Scientifically optimized music subscription service designed to help individual users focus, retain information, and increase productivity. Uses audio features discovered by neuroscientists to help users achieve focused mental states within 20 minutes and sustain focus for up to 200 minutes, with a built-in productivity tracker, multi-channel library (including an ADHD channel), and access on up to 5 devices across iOS, Android, MacOS, Windows, web, and Sonos.
- focus.music Rebuilt version of the Focus@Will music service that adapts to users in real time, providing the same scientifically optimized focus music with enhanced real-time personalization capabilities.
Quantifiable outcome
- 4x increase in productivity when using Focus@Will music
- +3 more outcomes
Companies that use Focus@will
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Focus@will technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Focus@will partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- Institute of Noetic SciencesminorDr. Julia Mossbridge, Focus@Will's Science Director, serves as Director of the Innovation Lab at the Institute of Noetic Sciences, indicating a collaborative relationship with this research institution.
- Sofia University (Transformative Technology Lab)minorDr. Jeffrey Martin, Advisory Board member, is Director of the Transformative Technology Lab at Sofia University and has collaborated on neuroscience and cognitive science research.
- UCLA School of MedicineminorDr. Stephen Sideroff, Scientific Advisory Board member, is Assistant Professor in the Department of Psychiatry & Biobehavioral Sciences at UCLA's School of Medicine, and Director of the Raoul Wallenberg Institute of Ethics.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Focus@will competitors and assessment
Company assessmentDirect peers
- Brain.fm: Brain.fm offers neuroscience-backed functional music designed to improve focus, sleep, and relaxation. It is the most direct peer to Focus@Will, targeting the same individual consumer and enterprise customers with a similar science-first, subscription-based focus audio product.
- Endel: Endel generates personalized, adaptive soundscapes using AI for focus, sleep, and relaxation. It directly competes with focus.music's real-time adaptive positioning and serves overlapping consumer and B2B (including Apple Watch integration) customers.
Emerging players
- Mubert: Mubert uses AI to generate royalty-free, personalized music streams for creators, developers, and listeners. It overlaps with Focus@Will in real-time adaptive music generation and targets both consumer focus use cases and B2B licensing deals.
- Noisli: Noisli provides customizable ambient background sounds for productivity and relaxation. It overlaps with Focus@Will in the work/ambient audio category but lacks a neuroscience-backed scientific positioning.
- myNoise: myNoise offers a large library of customizable audio generators for focus, relaxation, and tinnitus relief. It is an adjacent niche audio platform targeting similar productivity-oriented listeners with a freemium model.
- Lift (previously Lisen): Lift (formerly Lisen) provides curated focus music and productivity soundscapes for individuals and teams. It is a niche, emerging competitor in the workplace focus audio category with overlapping B2B ambitions.
Broad incumbents
- Calm: Calm is a leading meditation, sleep, and wellness app with focus and productivity content. It competes for the same consumer attention/focus wallet share and also pursues B2B wellness distribution to employers.
- Headspace: Headspace offers guided meditation, focus music, and workplace mental health benefits. It is a broad incumbent in the focus/wellness subscription space with a much larger enterprise sales motion than Focus@Will.
- Spotify: Spotify is the dominant global music streaming DSP, offering curated 'Focus' playlists and AI-personalized audio. It represents the most significant competitive threat to Focus@Will's consumer proposition due to its scale, free tier, and existing subscriber base.
- Apple Music: Apple Music is a major music streaming DSP with curated focus content and tight Apple ecosystem integration. It is both a competitor (for consumer subscriptions) and a customer (Apple is a cited Focus@Will workplace user).
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Focus@will social profiles
Digital presenceFocus@will financial estimates
Financial estimateRevenue estimate
Valuation estimate
Focus@will leadership team
Management profileNumber of profiles
Profiles7 records
Focus@will funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Focus@will 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 Focus@will
What does Focus@will do?
Focus@Will is a subscription-based music streaming service that delivers neuroscience-optimized audio channels designed to help individual users and workplace teams enter and sustain a focused mental state. The platform combines music produced by platinum-selling producers with audio features validated by neuroscientists (including an ADHD-specific channel), a built-in productivity tracker, and cross-device support. It sells individual monthly/annual subscriptions and workplace site-license subscriptions for teams of 5+ users.
Is Focus@will a public or private company?
Focus@will is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Focus@will founded?
Focus@will was founded in 2011. It employs 11 to 50 people.
Where is Focus@will based?
Focus@will is headquartered in San Francisco, United States, in the North America region.
How does Focus@will make money?
Two revenue lines are on record. Individual Subscription is the primary driver. The others are workplace/Team Subscription.
Who are Focus@will's main competitors?
Direct peers on record are Brain.fm and Endel. Emerging players are Mubert, Noisli, myNoise and Lift (previously Lisen). Broad incumbents are Calm, Headspace, Spotify and Apple Music.
Does Focus@will have an API?
No public API is recorded for Focus@will.
What industry is Focus@will in?
Focus@will's product category is Productivity Music Streaming. Its primary akta.pro industry code is MPAIACAA, On-Demand Music Streaming (Interactive), with a secondary code of MPAIACAH, Music Discovery & Curation Platforms (Recommendations, Playlists). Its NAICS code is 51621 and its SIC code is 7990.