Sleepstation

What Sleepstation does

Sleepstation (legally Born Digital Health Ltd) is a UK digital health company founded in 2012 in Newcastle upon Tyne that delivers a structured, online Cognitive Behavioural Therapy for Insomnia (CBTi) programme to adults experiencing persistent insomnia. Its core product, Sleepstation CBTi, is registered as a Class I UKCA-marked medical device for the treatment of insomnia in adults and combines a personalised digital programme with trained human sleep coach support, structured around three steps: understanding sleep patterns, following a personalised plan based on CBTi principles, and receiving ongoing coach guidance. The programme is aligned with NICE first-line treatment guidance and is differentiated from fully-automated alternatives by its human coach layer, which the company cites as driving engagement rates above 90% (two or more CBTi sessions completed) and meaningful improvement in over 80% of users.

The business operates across three revenue streams: NHS commissioning (the dominant channel, with the service funded by NHS Integrated Care Systems in 36 of 41 English ICS regions and accessed via GP referral or self-referral), direct-to-consumer private subscription for individuals outside NHS coverage, and employer/EAP-funded access for workforce wellness. Distribution is fully digital via web and mobile app with no physical service delivery, and the company has expanded to 40+ countries through non-medical wellness programme offerings outside the UK where the medical device registration does not apply. The company is founder-led (Alison Gardiner as CEO since inception), employs 11-50 staff on a remote-first basis, and operates a strategic partnership with Newcastle upon Tyne Hospitals NHS Foundation Trust for NHS service delivery and joint data controllership. With 100,000+ cumulative users and the highest ORCHA ranking among UK digital CBTi programmes, Sleepstation is one of the longest-established digital sleep improvement services in the UK public health system.

Name

Sleepstation

Legal name

Born Digital Health Ltd

Website

https://sleepstation.org.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Sleepstation is a UK digital health company founded in 2012 that delivers an online, UKCA-registered Cognitive Behavioural Therapy for Insomnia (CBTi) programme to adults with insomnia via NHS commissioning, private subscription, and employer-funded channels, with 100,000+ users.

Ownership category

akta.pro rank

Product category

Digital Sleep Therapeutics

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Health Services (8000)

akta.pro primary industry

Sleep Health Coaching (HSADAGAE)

akta.pro secondary industry

Sleep Health & Recovery Education (EDAAAHAE)

Keywords

• Digital insomnia treatment
• Cognitive behavioral therapy
• Sleep improvement platform
• Online sleep therapy
• NHS digital therapeutics

Headquarters

HQ city

Newcastle Upon Tyne

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. NHS Commissioning: Sleepstation receives funding from NHS Integrated Care Systems (ICS) in regions where the service is commissioned. NHS patients receive the service free of charge, with the NHS funding the access. Currently available in 36 of 41 ICS regions in England.
2. Private Purchase: Direct consumer subscription for individuals not covered by NHS commissioning. Users pay for access to the Sleepstation CBTi programme and wellness programmes for those outside the UK.
3. Employer/EAP Access: Organisations can provide Sleepstation access to employees through Employee Assistance Programmes (EAPs) or direct employer-funded access, expanding reach beyond NHS and private individuals.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Sleepstation delivers a digital Cognitive Behavioural Therapy for Insomnia (CBTi) programme — Sleepstation CBTi — registered as a Class I UKCA-marked medical device for treating insomnia in adults. The structured three-step programme combines evidence-based cognitive and behavioural methods with personalised guidance from trained human sleep coaches, delivered entirely online via web and mobile app. Beyond the medical device programme, Sleepstation offers non-medical wellness programmes for users outside the UK, and provides the same CBTi service through NHS-commissioned access (free to eligible patients) and employer/EAP-funded channels.

Product overview

Sleepstation offers a portfolio of digital sleep improvement programmes centred on Sleepstation CBTi — a Class I UKCA-marked medical device using Cognitive Behavioural Therapy for Insomnia (CBTi) principles, recommended as first-line treatment by NICE. The core product provides structured, evidence-based digital sleep support with personalised guidance from trained sleep coaches, combining guided self-help with a step-by-step CBTi programme. Beyond the medical device programme, Sleepstation provides wellness programmes for users outside the UK (non-medical tools and resources), NHS-commissioned services (fully funded access for eligible UK patients), and employer-funded access options. The offering is delivered entirely online with no in-person appointments required.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 80%+ of users report meaningful improvements in sleep
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Newcastle upon Tyne Hospitals NHS Foundation Trust (NuTH)coreStrategic or Co-development PartnerSleepstation's NHS services are delivered in partnership with Newcastle upon Tyne Hospitals NHS Foundation Trust. NuTH is registered as a joint data controller with the Information Commissioner for NHS patient data processing.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Calm: Calm is a leading consumer sleep and meditation app with strong employer partnerships and a broad content library, serving as a non-clinical alternative to Sleepstation's CBTi programme for self-pay and corporate wellness buyers.
• Nox Health: Nox Health combines sleep diagnostics and digital sleep improvement programmes for health systems and employers, overlapping with Sleepstation on the CBTi and outcomes-reporting side of the value chain.
• Headspace Health: Headspace Health offers consumer and B2B sleep, meditation, and mental wellness content, including dedicated sleep tools, competing for the same employer/EAP and direct-to-consumer mindshare that Sleepstation targets.

Emerging players

• BetterHelp: BetterHelp is a large online therapy platform addressing related mental health and insomnia needs via human counsellors, competing for self-pay consumers who might otherwise choose a digital CBTi programme.
• Dreem: Dreem develops digital sleep improvement programmes combining behavioural coaching and sleep tracking, making it a partial competitor on the consumer and employer sleep-improvement proposition.
• Pear Therapeutics: Pear Therapeutics pioneered FDA-authorised prescription digital therapeutics, establishing the DTx regulatory and reimbursement category that Sleepstation's UKCA Class I device parallels in the UK market.
• Limbic: Limbic is a UK digital mental health platform with NHS-approved AI-driven CBT tools for IAPT services, making it a closely comparable UK digital therapeutics peer for NHS commissioning and clinical evidence.
• Wysa: Wysa offers AI-driven mental health and sleep support with employer and NHS distribution, positioning it as an adjacent digital behavioural health peer with overlapping self-pay and B2B channels.

Direct peers

• Big Health: Big Health produces Sleepio, the most direct dCBTi competitor to Sleepstation, delivering digital cognitive behavioural therapy for insomnia with similar clinical evidence positioning and employer/NHS-style distribution ambitions.
• SilverCloud Health: SilverCloud Health provides digital CBT programmes for mental health and insomnia, sold into NHS Talking Therapies and employer channels, and is a near-direct comparator on NHS commissioning and clinical evidence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SleepstationApp
• LinkedInlinkedin.com/company/sleepstation
• Instagraminstagram.com/sleepstationuk
• Xx.com/_sleepstation

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Sleepstation