Belly Balance

What Belly Balance does

Belly Balance Sverige AB is a Stockholm-based health tech company founded in 2016 that delivers digital treatment for Irritable Bowel Syndrome (IBS) through a mobile application available on iOS and Google Play. The core product is an 11-step IBS treatment program that combines the FODMAP diet methodology with stress management and personalized nutrition guidance, supported by modules including a color-coded FODMAP barcode scanner, searchable FODMAP lists, a recipe database with weekly menus, and a symptom/food diary. Clinical content and protocols are created and curated by an in-house team of registered dietitians and a gastroenterologist, with founder Sofia Antonsson — credited with introducing the FODMAP diet to Swedish healthcare — serving as Chief Product Officer.

The company operates a freemium business model: the 11-step treatment is free, while premium features (scanner, recipes, courses, FODMAP lists) are gated behind subscriptions priced at 99 SEK/month or 599 SEK/year with a 7-day free trial. Additional revenue comes from a webshop selling FODMAP-friendly products (oils, spices, bars, supplements), dietitian consultations delivered via the Kaddio telemedicine platform, and distribution partnerships with Swedish health-insurance benefit platforms (Actiway, Wellnet, Benify, ePassi, Benefits).

Go-to-market is primarily direct-to-consumer through content marketing, SEO, Instagram, LinkedIn, and TikTok, supplemented by B2B partnerships with digital healthcare providers Livi and Medefer, certification bodies such as FODMAP Friendly, and a network of supplement and food brands (Alflorex, VSL#3, FodBods, HUSK). Operations are headquartered in Stockholm with an active UK expansion via bellybalance.co.uk, and the company has stated a vision to digitally reach 1 million individuals by 2027 against a current base of more than 120,000 treatment starters.

Name

Belly Balance

Legal name

Belly Balance Sverige AB

Website

https://bellybalance.se

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Belly Balance is a Stockholm-based health tech company offering a mobile app that delivers digital IBS treatment through an 11-step FODMAP-based program, serving IBS patients in Sweden and the UK via subscriptions, dietitian consultations, and a webshop.

Ownership category

akta.pro rank

Product category

Digital Health / Digestive Health

NAICS

Diet and Weight Reducing Centers (812191), Food (Health) Supplement Retailers (456191)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Gut Health & Digestive Nutrition (IBS, GERD, Elimination Diets) (HSADAFAH)

akta.pro secondary industries

General Nutrition Coaching (HSADAFAA), Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN)

Keywords

• Digital health platform
• IBS treatment
• FODMAP diet therapy
• Mobile health app
• Digestive health management

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. App Subscription - Monthly: Monthly subscription model for premium app access including FODMAP scanner, recipes, week menus, courses in medical yoga and mindfulness, and searchable FODMAP lists
2. App Subscription - Annual: Annual subscription with discounted rate compared to monthly, includes 7-day free trial
3. Product Sales - Webshop: E-commerce sales of FODMAP-friendly products including oils, spices, bars, supplements, and books through the Belly Balance webshop
4. Dietitian Consultations: Paid consultations with dietitians specializing in IBS, conducted via phone or video on the Kaddio platform

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Belly Balance offers a mobile application-based digital IBS treatment platform built around an 11-step structured program combining FODMAP diet therapy, stress management, and personalized nutrition guidance. The company also provides paid dietitian consultations conducted via the Kaddio platform and operates an e-commerce webshop selling FODMAP-friendly products such as oils, spices, protein bars, and supplements. Revenue is primarily generated through monthly (99 SEK) and annual (599 SEK) app subscriptions, with a 7-day free trial available.

Product overview

Belly Balance is a health tech company offering a digital IBS treatment platform built around its core mobile app. The primary product is the Belly Balance App, which delivers an 11-step IBS treatment program combining FODMAP diet therapy, stress management, and personalized dietary guidance. The platform includes supporting modules such as the FODMAP Scanner (barcode scanning for food products), searchable FODMAP Lists, a Recipe Database with weekly menus, and Symptom/Food Diary tracking tools. Additional revenue streams include Dietitian Consultations (video/phone sessions via Kaddio platform) and a Webshop selling gut-friendly products (oils, spices, bars, supplements). The company offers subscription plans (Monthly at 99 SEK/month and Annual at 599 SEK/year) for premium app access, with a free 7-day trial available.

Differentiator

Problem solved

Functional benefit

Products and services

• Belly Balance App
• Dietitian Consultations

Quantifiable outcome

• 85% of users experience reduced IBS symptoms after treatment
• +2 more outcomes

Named customers4 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

Integration2 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• AlflorexcoreGTM or Marketing PartnerPartnership with Alflorex, a probiotic brand containing Bifidobacterium longum 35624 strain. Alflorex is recommended in Belly Balance's 11-step treatment within the app. Exclusive discount code BELLYPB for 25% off offered to Belly Balance customers.
• VSL#3coreGTM or Marketing PartnerPartnership with VSL#3, a high-potency probiotic (450 billion CFUs) recommended for ulcerative colitis and IBS support. Featured in Belly Balance's 11-step treatment plan with exclusive discount code BELLYBALANCE15 for 15% off first purchase.
• FODMAP FriendlycoreTechnology or IntegrationGlobal certification program partnership that helps individuals with IBS identify low FODMAP food products through their certification trademark and database. Complementary to Belly Balance app features.
• Livi AppcoreStrategic or Co-development PartnerEurope's largest digital-first healthcare provider offering medical advice access. Partnership integrates services to provide comprehensive IBS management support. 20% discount on pay-as-you-go GP service for Belly Balance customers using code BELLY20.
• MedeferminorStrategic or Co-development PartnerCare Quality Commission-registered NHS partnership provider delivering virtual outpatient services. Supports patients with IBS requiring specialized dietetic guidance through online specialist consultations.
• HUSKminorGTM or Marketing PartnerHUSK is a dietary supplement with psyllium husk used by dietitians in Swedish healthcare. Recommended by Belly Balance as complement to FODMAP treatment, particularly for patients with bowel problems.
• FodBodsminorGTM or Marketing PartnerLow FODMAP protein bar brand partnership. FodBods provides convenient snack options for those following low FODMAP diet. 15% discount code BELLY15 for Belly Balance community.
• Helen Brookes - The Tummy WhispererminorStrategic or Co-development PartnerGut-directed hypnotherapy videos by award-winning Clinical Hypnotherapist specializing in IBS. Her Gut Brain Connection Method combines hypnotherapy, CBT, mindfulness, breathwork, and yoga integrated into the Belly Balance app.
• Dynamic CodeminorImplementation/ SI/ Consulting PartnerTesting service partnership for blood tests including celiac (gluten intolerance), lactose intolerance, and nutrient deficiency testing. Tests available for purchase in Belly Balance webshop.
• KaddiocoreTechnology or IntegrationPatient-secure platform used for dietitian consultations via phone or video. Journaling conducted according to Healthcare Law requirements. Patients can login with bank-ID to access saved information.
• Klarna ABcoreOthersPayment service provider for handling payments in the service. Klarna is the data controller for payment-related personal data processing.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mahana Therapeutics: Mahana Therapeutics develops digital therapeutics for IBS and other gut conditions, including gut-directed hypnotherapy and CBT programs — directly competitive with Belly Balance's IBS treatment approach.
• Zemedy: Zemedy is a digital therapeutic app for IBS built on gut-directed hypnotherapy and self-management modules, competing for the same IBS patient cohort via similar app-based, freemium distribution.
• Oshi Health: Oshi Health is a virtual-first GI clinic combining telehealth providers, dietitians, and digital tools for IBS and other digestive conditions — a more clinician-led but functionally comparable competitor in digital IBS care.
• Bold Health: Bold Health (now part of Mahana) built a digital IBS therapeutic combining gut-directed hypnotherapy and behavioral modules — a direct overlapping product concept to Belly Balance's 11-step program and gut-brain content.
• Vivante Health: Vivante Health provides a digital platform for digestive health and IBS management combining nutrition, microbiome insights, and care coordination, closely mirroring Belly Balance's evidence-based gut health positioning.
• Ayble Health: Ayble Health offers a digital therapeutic platform for gastrointestinal conditions including IBS, with AI-driven food identification and personalized dietary recommendations that overlap with Belly Balance's FODMAP scanner.
• Monash University FODMAP Diet App: The Monash FODMAP Diet App is the authoritative FODMAP-trained product from Monash University, the originator of the FODMAP diet, and represents the primary reference tool IBS patients compare Belly Balance's content and scanner against.
• Cara Care (HiDoc Technologies): Cara Care is a digital therapeutic platform for digestive conditions including IBS, offering a mobile app with food/symptom tracking, personalized nutrition, and gut-directed content — a near-direct functional overlap with Belly Balance's offering.

Others

• FODMAP Friendly: FODMAP Friendly is the global low-FODMAP food certification program and a Belly Balance partner; it is an ecosystem participant whose certification standards underpin product scanning and credibility for the category.

Emerging players

• Dieta Health: Dieta Health is an early-stage digital gut health platform offering AI-driven food logging and IBS symptom tracking — a partial-overlap emerging player targeting a similar consumer cohort with newer technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/belly-balance
• Instagraminstagram.com/bellybalance.se
• TikToktiktok.com/@bellybalance.se

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Belly Balance