Stebby

What Stebby does

Stebby OÜ is a Tartu, Estonia-headquartered wellness marketplace and corporate benefits management platform operating across the Baltic region (Estonia, Latvia, Lithuania). Founded in 2012 as a private limited company, Stebby connects three constituencies — employer buyers of wellness benefits, end-user employees (and self-paying individuals), and roughly 2,200 wellness service providers offering 8,500+ activities spanning workouts, massages, spa services, beauty treatments, fitness classes, and health check-ups. Scale metrics reported in the source data include 180,000+ users and 1,700+ corporate clients that fund employee wellness accounts; the company self-describes as the largest wellness marketplace in the Baltics.

The core product is a mobile (iOS and Android) and web platform with map-based service discovery, employer-side wellness compensation management, individual account top-ups, and an in-app wellness content section ('Insights') that includes articles, podcasts, and event listings. Underlying infrastructure is hosted on Google Cloud EMEA with payments processed through LHV Paytech (under the every-pay.com brand) and banking via LHV Pank; the data architecture explicitly emphasises GDPR compliance via pseudonymisation, encryption in transit and at rest, secure data exchange, and external Data Protection Officer oversight from Data and Privacy Protection OÜ. A complementary 360° Health Protection insurance product is offered in partnership with ERGO Life Insurance and distributed via IIZI Kindlustusmaakler AS, supported by a wholly-owned subsidiary, Stebby Draudimas OÜ.

Stebby monetizes through (i) recurring B2B wellness-compensation subscriptions/contracts sold via an enterprise direct-sales motion (business.stebby.eu and country-specific sub-portals), (ii) transaction commissions on bookings from service providers and on individual user top-ups, and (iii) insurance distribution commissions on the 360° Health Protection product. The consumer app is free (freemium); specific corporate pricing is not publicly disclosed. Distribution combines self-serve mobile/web acquisition with a dedicated B2B demo program and content marketing via blog, social channels (Facebook, Instagram, TikTok), and the 'Samm-sammult hoaoluni!' podcast. Disclosed external funding is minimal (a reported $40,000 Start-Up Chile grant in August 2013 and a Startup Wise Guys accelerator participation), and Stebby employs 11–50 people.

Name

Stebby

Legal name

Stebby OÜ

Website

https://stebby.eu

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Stebby is a Baltic-region wellness marketplace platform connecting employers, employees, and 2,200+ wellness providers. It enables companies to distribute wellness compensation and lets users access 8,500+ wellness activities across Estonia, Latvia, and Lithuania.

Ownership category

akta.pro rank

Product category

Wellness Marketplace Platform

NAICS

Insurance and Employee Benefit Funds (5251), Health and Welfare Funds (525120), Health and Welfare Funds (52512)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Worksite Financial Wellness & Employee Assistance Programs (EAP) (FSAIAMAN)

Keywords

• Wellness marketplace
• Corporate wellness benefits
• Employee health compensation
• Wellness service booking
• Fitness platform aggregation

Headquarters

HQ city

Tartu

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. B2B Wellness Compensation Plans: Companies pay to provide wellness compensation/benefits to their employees through the Stebby platform. Employers add funds to employee accounts that can be used to access wellness services from Stebby's network of providers.
2. Service Provider Commissions/Bookings: Stebby takes a commission on bookings made through the platform from wellness service providers including gyms, spas, salons, and other wellness businesses.
3. Individual User Top-ups: Individual users who are not part of employer plans can add money to their Stebby accounts to pay for wellness services at preferred providers.
4. Health Insurance Distribution: Distribution of health insurance products through partnerships with providers like ERGO Life Insurance, facilitated via the IIZI Kindlustusmaakler AS data exchange platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Stebby operates an online wellness marketplace that connects employers, employees, and wellness service providers across the Baltics. Companies fund employee wellness compensation accounts, which employees use to book from over 8,500 wellness services (workouts, massages, spa, beauty, fitness) offered by 2,200+ service providers. Individual users can also self-fund accounts.

Product overview

Stebby is a unified wellness marketplace platform operating in the Baltic region. The core offering consists of the Stebby Platform and Stebby Mobile App (available on iOS and Android), which together enable employers to provide wellness compensation to employees who can then browse and access over 8,500 wellness services from 2,200+ service providers. The platform also integrates a health insurance product called 360° Health Protection offered in partnership with ERGO. The platform features map-based service discovery, a wellness content section called Insights, and supports wellness compensation management for both employer-sponsored benefits and individual self-funded accounts.

Differentiator

Problem solved

Functional benefit

Products and services

• Stebby Platform A comprehensive wellness marketplace platform enabling employers to provide wellness compensation to employees, who can browse and access over 8,500 wellness services including workouts, massages, spa services, and wellness products from 2,200+ service providers.
• Stebby Mobile App

Quantifiable outcome

• 88% of Baltic employees consider workplace well-being as important as their salary (from Stebby-commissioned study)

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Google Cloud EMEA LimitedcoreTechnology or IntegrationCloud infrastructure provider hosting Stebby's platform services. Processes employee, user, and client data for cloud computing needs.
• ERGO Life Insurance SE Eesti filiaalcoreStrategic or Co-development PartnerInsurance provider partnership for offering health insurance products through Stebby's platform. ERGO provides insurance services while Stebby distributes to its user base.
• LHV PankcoreTechnology or IntegrationPrimary banking partner for Stebby operations. Provides banking and payment services for employees, users, and business clients.
• LHV PaytechcoreTechnology or IntegrationPayment solution platform handling transactions. Operates under the every-pay.com brand for payment processing.
• Meta Platforms Ireland LtdminorGTM or Marketing PartnerSocial media marketing partnership for customer communications and branding on Facebook and Instagram platforms.
• TikTok Technology LTD / TikTok Information Technologies UK LTDminorGTM or Marketing PartnerSocial media marketing partnership for customer communications and branding on TikTok platform.
• Kalev SpaminorChannel Partner/ Reseller/ DistributorWellness service provider offering swimming courses and spa services available for booking through Stebby platform.
• Stebby Draudimas OÜminorStrategic or Co-development PartnerSubsidiary entity providing sales and marketing services for Stebby's insurance and wellness offerings.
• Data and Privacy Protection OÜminorImplementation/ SI/ Consulting PartnerExternal Data Protection Officer (DPO) services ensuring GDPR compliance.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wellhub (formerly Gympass): Global corporate wellness marketplace connecting employees to gyms, wellness apps, and on-site services — directly comparable to Stebby's two-sided B2B2C employer-funded wellness model, but at global scale.
• YuLife: UK-based employee wellness platform combining a wellness marketplace with embedded group life and health insurance — closely mirrors Stebby's ERGO partnership and B2B wellness compensation model.
• Benify: Nordic employee benefits and engagement platform offering wellness, insurance, and perks via employer portals — directly comparable business model and regional footprint in Northern Europe.
• Wellable: Corporate wellness platform offering wellness programs, challenges, and rewards to employers — comparable B2B SaaS model in the same corporate wellness category.
• Limeade: Employee well-being, engagement, and inclusion platform sold to mid-market and enterprise employers — directly comparable B2B corporate wellness SaaS model.

Emerging players

• Benepass: US-based employee benefits platform focused on flexible lifestyle benefits accounts — similar employer-funded wellness stipend model serving a comparable B2B buyer.
• Forma: Employee lifestyle benefits account platform enabling employers to fund flexible wellness, fitness, and learning stipends — directly comparable to Stebby's wellness compensation management.
• Headspace for Work: B2B mental wellness and meditation platform sold to employers as a workplace benefit — comparable buyer (corporate HR/benefits) and worksite wellness distribution channel.

Broad incumbents

• Pluxee (formerly Sodexo Benefits & Rewards): Global employee benefits and engagement company providing prepaid and digital benefits services to employers — broader incumbent serving the same employer benefits category as Stebby.
• Edenred: Global leader in prepaid corporate services, including employee wellness and quality-of-life benefits — broad incumbent overlapping with Stebby's employer-funded benefits category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/stebby

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors3 records

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 Stebby