GoodShape

What GoodShape does

GoodShape is a UK-based SaaS company that provides an AI-powered absence management and workforce health orchestration platform for large enterprises. Founded in 2007 (operating since 2004 per some firmographic sources) and headquartered in London, the company serves 250 organisations covering more than 800,000 employees across healthcare, public sector, retail, manufacturing, transport, and utilities. Its core product, GoodShapeCentral, delivers 24/7 absence reporting via web, mobile app, and phone, with automated notifications, return-to-work workflows, and over 60 customisable reports. A suite of modular add-ons extends the platform: GoodShapeHealth adds 24/7 telehealth and nurse triage; GoodShapeMonitor handles attendance management; GoodShapeAllocate integrates with NHS Allocate Optima; GoodShapeNavigator manages referrals to occupational health and EAPs; and GoodShapeDeveloper exposes 18 API endpoints for enterprise connectivity.

The underlying technology is built on a Microsoft Azure-hosted architecture with a proprietary data asset, the GoodShapeIndex, which holds over 23 million absence events and underpins predictive analytics that identify employees at risk of long-term or recurring absence. The platform layers AI-driven recommendations, chatbot-based absence reporting, and automated referral routing on top of this dataset, and has achieved ISO 27001, Cyber Essentials, JOSCAR, and GDPR certifications. A mobile app launched in 2023 has reached 30,000 users with 70% engagement, and 96% of users prefer app-based reporting.

The business model is subscription-based, priced per employee per month on multi-year (typically 3-year) contracts with custom quotes. Published pricing ranges from approximately £10,000 per month for GoodShapeCentral alone for a 5,000-employee organisation up to £15,000 per month for the full bundle including Allocate integration. GoodShape combines direct enterprise field sales with a flagship channel partnership with RLDatix (announced 2024) for NHS distribution, and is backed by Marcol Private Equity, with a March 2026 £8 million debt facility from Growth Lending supporting expansion and AI investment.

Name

GoodShape

Legal name

GoodShape UK Limited

Website

https://goodshape.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

GoodShape is a UK-based SaaS platform that uses AI to manage employee absence and orchestrate workforce health for 250 large organisations covering 800,000+ employees, primarily in the NHS, public sector, and enterprise verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Watford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (GoodShapeCentral): Core absence management platform subscription priced per employee per month. Example: approximately £10,000/month for 5,000 employees. Includes 24/7 absence reporting, notifications, employee support, return-to-work management, and data analytics.
2. Health Add-on Module: Additional telehealth support and workforce health analysis module. Example: approximately £12,500/month for 5,000 employees (Central + Health). Includes 24/7 nurse appointments, Code Red triage, care plans, and workforce health reports.
3. Allocate Integration Add-on: Integration module for Allocate Optima (previously HealthRoster). Example: approximately £15,000/month for 5,000 employees (Central + Health + Allocate). Automated 24/7 connectivity to NHS workforce management systems.
4. Additional Products (Monitor, Navigator, Developer): Optional modules for attendance monitoring, referral management, and API connectivity, sold as add-ons to the core platform

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

GoodShape sells a modular enterprise SaaS platform for workforce absence management and health orchestration. The core GoodShapeCentral product provides 24/7 multi-channel absence reporting, notifications, return-to-work workflows, and analytics, and is sold as a per-employee-per-month subscription to large organisations (typically 1,000+ employees) alongside optional add-on modules for telehealth, attendance monitoring, NHS Allocate Optima integration, referral management, and API connectivity.

Product overview

GoodShape is an enterprise health management and absence reduction SaaS platform built as a unified platform with modular add-on products. The core product is GoodShapeCentral, which provides the foundational absence reporting, notifications, and analytics capabilities. Additional modules extend the platform: GoodShapeHealth adds telehealth and clinical support services; GoodShapeMonitor provides attendance management process tracking; GoodShapeAllocate enables real-time integration with Allocate Optima for NHS workforce management; GoodShapeNavigator handles referral management to treatment services; and GoodShapeDeveloper provides API connectivity for custom integrations. The platform also includes a mobile app (GoodShape App) and leverages the GoodShapeIndex database of 23M+ absence events for benchmarking. The company has been operating since 2007 and serves over 800,000 employees across 250 organisations.

Differentiator

Problem solved

Functional benefit

Brands

• GoodShapeCentral: Core employee health and absence management platform with 24/7 absence reporting, notifications, employee support, return-to-work process management, and data analytics.
• GoodShapeHealth
• GoodShapeMonitor
• GoodShapeAllocate
• GoodShapeNavigator
• GoodShapeDeveloper

Products and services

• GoodShapeCentral Core employee health and absence management SaaS platform for large enterprises (typically 1,000+ employees), providing 24/7 multi-channel absence reporting, absence notifications and alerts, employee support, return-to-work process management, and data analytics and trends.
• GoodShapeHealth Telehealth support and workforce health analysis add-on module that adds 24/7 nurse appointments via app, Code Red triage assessments for emergencies, curated care plans for all absences, and workforce health reports for HR teams.
• GoodShapeMonitor Attendance procedure management add-on module that tracks employees through each stage of the attendance management process, with manager tracking, compliance reporting, support activity logging, and employee status reports.
• GoodShapeAllocate Allocate Optima integration add-on module providing 24/7 automated, real-time absence data sync with NHS workforce management systems, automating over 95% of absence and roster data entry and flowing absence data into the Electronic Staff Record (ESR).
• GoodShapeNavigator Referral management add-on module that tracks the status and outcomes of employee referrals to treatment services such as Occupational Health, physiotherapy, and EAPs, with minute-one referrals, customisable referral criteria, and referral outcomes reporting.
• GoodShapeDeveloper API and data connectivity add-on module providing unlimited application connectivity, 18 REST API endpoints, test and live environments, and documentation for inserting/updating employee data and extracting absence data.
• GoodShape App Mobile application for iOS and Android that provides 24/7 absence reporting via chatbot, direct access to clinical professionals, and access to health and wellbeing content including clinical content, wellbeing activities, medical advice, and exercise videos; 96% of users prefer reporting absence via the app.

Quantifiable outcome

• 24% average absence reduction in year one
• +9 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability4 records

Feature5 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• RLDatixflagshipTechnology or Integration · 27 October 2025Strategic partnership integrating GoodShape's AI-powered absence management platform with RLDatix Allocate Optima and SafeCare. Enables real-time absence reporting, predictive analytics, and automated manager workflows within NHS workforce management systems. Absence data flows directly into Allocate Optima and SafeCare.
• The DistancecoreTechnology or IntegrationMobile app development agency partner that collaborated with GoodShape to build the award-winning GoodShape App. The year-long partnership produced a mobile app with 24/7 absence reporting via chatbot, clinical professional access, and health wellbeing content.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Optima Health: UK occupational health provider serving corporates and NHS trusts with absence management, OH referrals, and wellbeing services. Directly comparable as a UK-focused absence/occupational health specialist selling into similar enterprise and NHS buyers.
• Health Assured: UK employee assistance programme (EAP) and wellbeing provider serving employers across sectors including NHS. Comparable to GoodShape's wellbeing/Health module with overlapping EAP and absence-adjacent services sold on subscription to UK enterprises.
• Validium: UK EAP and counselling provider offering wellbeing, mental health, and absence management support to employers. Directly comparable as a UK subscription-based employee wellbeing and absence support vendor with similar target customers.
• Personio: European HR SaaS platform with built-in absence management, time tracking, and people analytics. Comparable as an enterprise HR SaaS serving European mid-market and larger employers with overlapping absence management functionality, though broader in scope.
• BreatheHR: UK-based HR SaaS targeting SMEs with absence management, holiday tracking, and employee records. Comparable as a UK HR/absence SaaS competitor, though focused on smaller organisations than GoodShape's enterprise target.
• HealthHero: European corporate telehealth and virtual care provider acquired by PE (Bridgepoint). Directly comparable as a corporate telehealth subscription platform serving employers — overlapping with GoodShapeHealth's 24/7 nurse triage and care plan functionality.

Broad incumbents

• Workday: Global enterprise HR and workforce management suite including absence, time tracking, and people analytics. Comparable as a broader HR platform competitor whose workforce management features could encroach on GoodShape's absence management niche.
• ADP: Global payroll and HR services provider with workforce management and absence tracking modules. Comparable as an incumbent HR/payroll vendor whose bundled offerings compete with GoodShape for enterprise HR budgets.
• SAP SuccessFactors: Enterprise cloud HCM suite with time and absence management. Comparable as a large incumbent HR platform whose absence management capabilities represent a competitive threat to standalone vendors like GoodShape.
• Mitie: UK facilities management and professional services company with health, safety, and wellbeing offerings for enterprise clients. Comparable as a UK enterprise service provider whose workforce health and wellbeing portfolio overlaps with GoodShape's market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/goodshapeworks
• LinkedInlinkedin.com/company/goodshapeworks

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 GoodShape