Somni

What Somni does

Somni (Somni Corporation) is a private U.S. digital health company founded in 2015 and headquartered in Madison, Wisconsin, that sells evidence-based behavioral sleep medicine programs to both individual consumers and enterprise customers. The core product is a 60-day guided curriculum delivered through a web application and iOS app, structured around an initial sleep assessment, daily lessons, and progress tracking; the program is sold at two price points — a DIY tier at $69 plus a $6/month ongoing subscription, and a Premium tier at $189 with a dedicated board-certified sleep coach, premium tools, and a 60-day performance guarantee. The offering is anchored in 15+ peer-reviewed studies, and the company has published collaborative research with Columbia University on sleep interventions for healthcare workers.

The technical platform combines self-reported assessment data with longitudinal sleep data pulled from six wearable ecosystems (Whoop, Oura, Fitbit, Apple Watch, Garmin, Google Health) via the Terra Health Data aggregator and Apple HealthKit, and adds an optional saliva-based epigenetic biomarker panel processed by CLIA-certified laboratory partners. Personalization is delivered through adaptive recommendations and a coaching bench staffed by board-certified sleep specialists; physical products (blackout masks, blue-light glasses, white-noise machines, melatonin spray, nasal strips, herbal teas) ship as part of the program kits and are also sold a la carte at $4–$30.

Somni runs a hybrid go-to-market: a self-serve product-led motion through puresomni.com for consumers (with assessment-driven onboarding), and a sales-led enterprise motion targeting Fortune 100 companies, healthcare systems, aviation operators, and sports teams, with custom group programs and reported outcomes including +42 minutes of nightly sleep, +73% improvement in sleep quality, and 97% employee satisfaction. The company has only one disclosed external capital event — a 2017 gbeta pre-seed — and operates with a 1–10 person team, making it a small, founder-led, content-and-coaching-driven business layered with a multi-vendor wearable data stack.

Name

Somni

Legal name

Somni Corporation

Website

https://puresomni.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Somni is a U.S. digital health company that sells evidence-based 60-day behavioral sleep medicine programs to individual consumers and enterprise clients, combining a guided curriculum, wearable data integration, biomarker testing, and board-certified sleep coaching.

Ownership category

akta.pro rank

Product category

Behavioral Sleep Medicine

NAICS

Electromedical and Electrotherapeutic Apparatus Manufacturing (334510), Computer Systems Design Services (541512), Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340)

SIC

Electromedical & Electrotherapeutic Apparatus (3845), Services-Computer Programming Services (7371)

akta.pro primary industry

Sleep Health Coaching (HSADAGAE)

akta.pro secondary industries

Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses) (CRAIABAH), Sleep Health & Recovery Education (EDAAAHAE), Sleep Diagnostics & Monitoring (PSG/Home Sleep Testing, Actigraphy) (HLAHAGAB), Sleep, Stress & Mood Support (HLAIADAG)

Keywords

• Behavioral sleep medicine
• Sleep health programs
• Wearable sleep tracking
• Corporate wellness solutions
• Sleep improvement products

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Program Subscriptions: One-time program fees with optional monthly subscription for ongoing access. DIY program at $69 + $6/month; Premium program at $189 + $6/month. Initial program includes sleep kit and structured 60-day curriculum.
2. Individual Product Sales: A la carte sleep health products sold individually including blue light glasses ($12), melatonin spray ($11), ear plugs ($4), lavender spray ($6), eye mask, white noise machine ($15), nasal strips, and herbal teas ($8).
3. Biomarker Testing: Saliva collection kit and biomarker testing services for personalized epigenetic sleep health insights.
4. All You Can Sleep Membership: $6/month subscription providing access to personalized sleep analysis, learning tracks, and sleep tracking with free shipping on orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Somni operates a behavioral sleep medicine platform that delivers a 60-day guided sleep improvement program via a web application, paired with a premium sleep kit (blackout mask, melatonin spray, blue-light glasses, white noise machine, ear plugs, nasal strips, herbal teas) and 1-on-1 coaching from board-certified sleep specialists. The platform integrates with wearable devices (Whoop, Oura, Fitbit, Apple Watch, Garmin) via Apple HealthKit and Terra to provide personalized recommendations, and offers optional saliva-based epigenetic biomarker testing through CLIA-certified lab partners.

Product overview

Somni is a sleep health platform combining a digital behavioral sleep medicine program with premium sleep products. The core offering consists of two structured programs: the Do It Yourself Program ($69 + $6/mo) and the Premium Program ($189), both delivered through a web app with a 60-day guided curriculum. The Premium Sleep Kit ships with the programs, containing blackout eye mask, lavender spray, ear plugs, herbal teas, nasal strips, and for Premium: melatonin spray, blue-light glasses, white noise machine, and sleep apnea screening kit. Individual products are also available for separate purchase including Blue Light Blocking Glasses ($12), Premium Melatonin Sleep Spray ($11), Ear Plugs ($4), Lavender Bed Spray ($6), Silk Eye Mask, White Noise Machine ($15), Nasal Strips, various herbal teas ($8 each), and a Biomarker Saliva Collection Kit ($30). The platform integrates with wearable devices (Whoop, Oura Ring, Fitbit, Apple Watch, Garmin, Google Health) via Terra Health Data Platform and Apple HealthKit for personalized sleep tracking and recommendations. Coaching is available as an add-on with the Premium program or through dedicated 1-on-1 sessions with board-certified sleep specialists.

Differentiator

Problem solved

Functional benefit

Products and services

• Do It Yourself Program A 60-day personalized sleep health program priced at $69 one-time plus $6/month ongoing subscription. Includes standard sleep kit (blackout mask, aromatherapy spray, ear plugs, herbal tea, nasal strips), 60-day personalized curriculum, daily sleep lessons, and wearable tracking integration. Designed for adults seeking to improve sleep quality and duration through evidence-based behavioral interventions without medication.
• Premium Program Enhanced 60-day sleep health program priced at $189 one-time plus $6/month ongoing subscription. Includes everything in DIY plus liposomal melatonin spray, blue-light blocking glasses, white noise machine, sleep apnea screening kit, and a dedicated board-certified sleep coach. Backed by a 60-day performance guarantee.
• All You Can Sleep Membership Monthly subscription priced at $6/month providing personalized sleep analysis, access to sleep learning tracks, powerful sleep tracking, and free shipping on all orders. Can be cancelled anytime.
• Sleep Coaching 1-on-1 personalized coaching with board-certified sleep specialists providing guidance through regular check-ins, progress reviews, and customized recommendations via chat and scheduled video consultations. Included with the Premium Program and available as a dedicated service.
• Blue Light Blocking Glasses Premium blue light blocking glasses that block 100% of blue wavelength light to support melatonin production in the evening. Includes protective carrying case. Priced at $12.
• Premium Melatonin Sleep Spray Liposomal melatonin spray containing 3mg per serving of synthetic melatonin in a liposomal delivery system to protect from stomach degradation. Supports sleep-wake cycle regulation and circadian rhythm balance. Priced at $11.
• Ear Plugs High-quality foam ear plugs (10 pairs) providing NRR 32dB noise reduction to block disruptive noises during sleep. Designed for naps, travel, or nighttime use. Priced at $4.
• Lavender Bed Spray Organic lavender and witch hazel spray designed to calm the nervous system before bed. Applied to bedding 20 minutes before sleep as part of a calming nighttime routine. Priced at $6.
• Silk Eye Mask High-quality adjustable silk eye mask that blocks out waking light. Medical-grade, 100% light blocking design for use at night and during afternoon naps.
• White Noise Machine Rechargeable white noise device providing constant, soothing sounds with 20+ sound options to block variable noises and help users fall asleep and stay asleep. Priced at $15.
• Organic Turmeric Ginger Tea Caffeine-free herbal tea blend containing organic ginger root, turmeric root, licorice root, lemongrass, orange peel, and citrus oils. 30 servings. Priced at $8.
• Biomarker Saliva Collection Kit Saliva collection kit for DNA extraction and epigenetic biomarker analysis related to sleep health. Samples are processed by CLIA-certified laboratory partners who analyze DNA methylation patterns. Priced at $30.
• Enterprise Sleep Health Program Custom group sleep health programs for organizations including Fortune 100 companies, healthcare systems, aviation companies, and tech companies. Designed to reduce employee absenteeism, optimize performance, lower healthcare costs, mitigate turnover, and support shift workers across 1st/2nd/3rd shifts.

Quantifiable outcome

• +42 minutes average sleep gain per night
• +4 more outcomes

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

Integration8 records

AI capability2 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• Columbia UniversitycoreStrategic or Co-development Partner · 29 May 2025Research collaboration led by Dr. Allison Norris at Columbia University on sleep interventions for nurse well-being. Published in Health Psychology and Behavioral Medicine journal. Study equipped nurses with Oura rings to track sleep patterns, physiological stress markers, heart rate variability, and recovery metrics over 8 weeks to test personalized, non-pharmacological sleep interventions.
• Terra Health Data PlatformcoreTechnology or IntegrationTerra serves as the integration platform for connecting Somni with wearable devices and health platforms including Apple HealthKit, Fitbit, Garmin, and others. Terra acts as a secure intermediary to standardize health data from multiple sources, processes health data on Somni's behalf under strict data protection agreements, and does not retain personal health information beyond what is necessary for data transmission.
• CLIA-Certified Laboratory PartnerscoreTechnology or IntegrationCLIA-certified laboratory partners process biomarker samples (saliva) for DNA extraction and epigenetic analysis including DNA methylation patterns. These labs are contractually obligated to protect privacy and security, extract DNA from saliva samples, analyze epigenetic markers, provide processed data (not raw samples) to Somni, and destroy biological samples according to established protocols.
• Apple HealthKitsupportingTechnology or IntegrationiOS app integration with Apple HealthKit to read sleep analysis data including sleep duration, sleep stages (awake, REM, core, deep), heart rate, heart rate variability during sleep, and activity data. Somni accesses HealthKit data solely to provide personalized sleep insights and recommendations.
• Wearable Device Manufacturers (Whoop, Oura, Fitbit, Garmin)supportingTechnology or IntegrationIntegration with multiple wearable platforms including Whoop, Oura, Fitbit, Apple Watch, Garmin, and Google Health for sleep tracking data. Terra platform serves as intermediary for connecting these devices.

Scale indicators8 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Calm: Calm is a leading meditation and sleep app with a broad consumer subscription offering sleep stories, music, and meditations. Comparable to Somni's DTC sleep content and subscription model, but Calm is a much larger incumbent focused on meditation rather than evidence-based behavioral sleep medicine coaching.
• Headspace: Headspace is a major mindfulness and sleep subscription app with employer B2B offerings, comparable to Somni's dual consumer + enterprise go-to-market. Headspace serves Fortune 500 employers with wellness programs, directly competing for the same organizational buyers Somni targets.
• Noom: Noom is a digital health coaching platform with subscription-based behavior change programs targeting weight, stress, and sleep. Comparable to Somni's coaching-led subscription model and behavioral-change methodology, though Noom's core focus is weight management rather than sleep medicine.

Direct peers

• Eight Sleep: Eight Sleep produces the Pod smart mattress and accompanying sleep tracking and temperature-control system with subscription software. Directly referenced by Somni in its blog content. Eight Sleep is the most direct competitor at the intersection of sleep hardware, software, and coaching for performance-oriented consumers.
• Big Health (Sleepio): Big Health's Sleepio is a digital therapeutic for insomnia using CBT-I principles with enterprise and health system distribution. Most direct comparable to Somni's evidence-based behavioral sleep medicine approach, with significantly more clinical validation and healthcare channel traction.
• Rise Science: Rise Science is a sleep coaching app focused on athletes and sports teams using behavioral sleep science. Direct comparable to Somni's enterprise sports team vertical and evidence-based coaching methodology, with stronger athletic performance positioning.

Emerging players

• Oura: Oura makes the Oura Ring sleep and readiness tracker, one of the wearables integrated into Somni's platform. Oura is both a data source for Somni and an emerging potential competitor as it expands its own sleep coaching and readiness content offerings.
• Whoop: Whoop produces a fitness and sleep tracking wearable with strain, recovery, and sleep coaching features. Comparable as both a data integration partner and an emerging competitor expanding into personalized sleep coaching content that overlaps with Somni's premium offering.

Regional players

• Hatch: Hatch makes smart sleep products (Restore alarm clock, Rest+ family devices) targeting parents and children. Comparable to Somni's premium sleep kit product strategy (hardware + content bundle) but serves a different demographic focused on family/infant sleep rather than adult behavioral sleep medicine.

Others

• CBT-i Coach (US VA): CBT-i Coach is a free app developed by the U.S. Department of Veterans Affairs for cognitive behavioral therapy for insomnia. Comparable because it uses the same evidence-based CBT-I methodology Somni leverages, but distributed free through the VA rather than commercially.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/puresomni
• LinkedInlinkedin.com/company/somni-llc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Somni