29k
29k Foundation is a Stockholm-based non-profit that operates the Aware platform, a free, open-source digital service combining evidence-based psychological exercises with live, community-led mental health and inner development sessions for individuals worldwide.
- Company typePrivate
- Founded2016
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What 29k does
29k Foundation is a Stockholm-based non-profit foundation established in 2016 that operates the Aware platform, a free digital service for mental health and inner development. The platform is distributed via iOS and Android native apps and a web beta, and combines science-based psychological exercises with open and private live sessions (text and video) where participants both receive and contribute support. Content is co-created with a network of named psychologists and researchers and grounded in behavior change science, hope, self-compassion, and the power of context. The Aware codebase and tools are released under Creative Commons licensing on a public GitHub repository.
The organization does not sell to end users. Revenue mechanics rest on philanthropic donations (with a suggested individual contribution of approximately €15), grants from a coalition of Swedish and international foundations (Norrsken Foundation, Kronprinsessparets stiftelse, Hugo Stenbeck Stiftelse, Fundação José Neves, The Inner Foundation, Stiftelsen Ekskäret), and an emerging B2B 'business programs' channel through which employers can provide Aware to their workforce on an undisclosed annual subscription. Operations are organized as a network of financially autonomous nodes, with most work performed pro-bono and funded nodes contributing 20% of receipts to the central foundation. Marketing and distribution are entirely community-led and organic, with no paid acquisition and stated best-in-class personal data protection.
Reach is reported at 160 countries and 100,000+ people impacted, and the Aware app received the Best of Google Play 2023 award in the Best Hidden Gem category. Headcount is in the 1-10 range; no management team, funding rounds, audited financials, or revenue figures are disclosed.
29k firmographics
Firmographics- Name
- 29k
- Legal name
- 29k Foundation
- Website
- https://29k.org
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 29k Foundation is a Stockholm-based non-profit that operates the Aware platform, a free, open-source digital service combining evidence-based psychological exercises with live, community-led mental health and inner development sessions for individuals worldwide.
- Ownership category
- akta.pro rank
29k industry classification
Industry- Product category
- Digital Mental Health and Inner Development Platform
- NAICS
- Voluntary Health Organizations (813212), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Educational Services (8200), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Meditation Apps, Digital Courses & Online Communities (HSADAJAH)
- akta.pro secondary industries
- Health, Wellness & Patient Communities (MPACAJAL), Live Audio Q&A, Coaching & Mentorship Platforms (MPACAEAI)
Keywords
Where 29k is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Markets served
29k business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Donations and Philanthropic Funding: As a non-profit foundation, 29k operates primarily through donations from individuals and institutional funders. The platform is completely free for users. The foundation receives support from various foundations and individual contributors.
- Business Programs: Organizations can provide Aware to their employees through business programs, potentially as a future revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free individual access to all platform features |
| Subscription | Annual | Business programs for organizations |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
29k product offering
Product offeringCore offering
29k Foundation operates the Aware Platform, a free, open-source digital platform for mental health and inner development, available on iOS, Android, and web. It combines evidence-based psychological exercises with open and private hosted live sessions where participants learn, connect, and grow together, supported by a community of psychologists, researchers, and everyday contributors.
Product overview
29k Foundation operates as a non-profit offering the Aware Platform — a unified digital platform for mental health and inner development. The platform consists of a mobile application (iOS/Android) and a web-based application (web beta), providing evidence-based psychological tools through open and private hosted live sessions, exercises, and community support. All offerings are free, open-source under Creative Commons license, and built with privacy-first principles.
Differentiator
Problem solved
Functional benefit
Brands
- Aware: A free platform for mental health and inner development, created by psychologists and supported by a caring community. Offers open and private hosted live sessions, exercises, and community support for personal growth.
Products and services
- Aware Platform A free, open-source digital platform for mental health and inner development, created by psychologists and supported by a caring community. It offers open and private hosted live sessions for learning, connecting, and growing together, along with evidence-based exercises and community support, delivered through iOS, Android, and web clients.
Quantifiable outcome
- 160 countries reached
- +1 more outcomes
Companies that use 29k
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
29k technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
29k partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Inner Development GoalscorePartner organization aligned with the mission of inner development and mental wellbeing. Listed as a contributing organization on the contributors page with shared goals around personal growth and societal change.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
29k competitors and assessment
Company assessmentDirect peers
- Headspace: Headspace is a leading meditation and mindfulness app with both consumer subscriptions and B2B employer mental wellbeing programs. It competes directly with Aware on the same target audience, evidence-based content positioning, and enterprise channel, but at much larger scale and with venture funding.
- Insight Timer: Insight Timer is a free, community-driven meditation and mindfulness app with live sessions and a large teacher community. Its free model, community-led content library, and live session format are closely comparable to Aware's approach.
- Calm: Calm is one of the most prominent consumer meditation, sleep, and mental wellness apps, also offering Calm Business for employers. It directly competes with Aware on app store presence, content quality, and B2B2E employer distribution.
- Smiling Mind: Smiling Mind is a non-profit mindfulness app founded in Australia, offering free evidence-based mindfulness programs to individuals, schools, and workplaces. Its non-profit, evidence-based, multi-audience approach closely mirrors 29k Foundation's mission and model.
Broad incumbents
- BetterHelp: BetterHelp is a large, well-funded online therapy marketplace connecting users with licensed therapists. It is adjacent rather than direct - it serves the same mental health demand but through paid human therapy rather than self-guided evidence-based exercises.
Emerging players
- Wysa: Wysa offers an AI chatbot-based mental wellness app combined with optional human therapist access, targeting both consumers and employers. It overlaps with Aware in evidence-based self-help and B2B employer distribution but differentiates through conversational AI.
- Woebot Health: Woebot Health builds an AI-driven mental health chatbot grounded in cognitive behavioral therapy, with enterprise and health plan distribution. It competes for the same employer wellbeing budget and digital mental health demand as Aware, but via a clinical AI product.
- Sanvello: Sanvello is a mental health and wellness app offering CBT-based self-help, peer community, and coaching, with health plan and employer distribution. It is comparable to Aware as an evidence-based mental wellness platform with a hybrid consumer/B2B model.
Others
- Inner Development Goals: Inner Development Goals is a non-profit initiative focused on inner skills development for sustainable change, and is listed as a strategic partner of 29k Foundation. It is comparable as a mission-aligned ecosystem partner rather than a competitor, sharing thematic overlap in inner development.
- Norrsken Foundation: Norrsken Foundation is a Swedish impact foundation supporting ventures with positive societal impact, and is listed as a financial partner of 29k Foundation. It is an ecosystem enabler rather than a direct competitor, but its portfolio provides relevant benchmarks for mission-driven digital health ventures.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
29k social profiles
Digital presence29k financial estimates
Financial estimateRevenue estimate
Valuation estimate
29k leadership team
Management profileNumber of profiles
Profiles7 records
29k funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
29k M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 29k
What does 29k do?
29k Foundation operates the Aware Platform, a free, open-source digital platform for mental health and inner development, available on iOS, Android, and web. It combines evidence-based psychological exercises with open and private hosted live sessions where participants learn, connect, and grow together, supported by a community of psychologists, researchers, and everyday contributors.
Is 29k a public or private company?
29k is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was 29k founded?
29k was founded in 2016. It employs 1 to 10 people.
Where is 29k based?
29k is headquartered in Stockholm, Sweden, in the Europe region.
How does 29k make money?
Two revenue lines are on record. Donations and Philanthropic Funding is the primary driver. The others are business Programs.
Who are 29k's main competitors?
Direct peers on record are Headspace, Insight Timer, Calm and Smiling Mind. BetterHelp is listed as a broad incumbent. Emerging players are Wysa, Woebot Health and Sanvello. Others are Inner Development Goals and Norrsken Foundation.
Does 29k have an API?
No public API is recorded for 29k.
What industry is 29k in?
29k's product category is Digital Mental Health and Inner Development Platform. Its primary akta.pro industry code is HSADAJAH, Meditation Apps, Digital Courses & Online Communities, with a secondary code of MPACAJAL, Health, Wellness & Patient Communities. Its NAICS code is 813212 and its SIC code is 8200.