REBEL
REBEL is a global employee wellbeing platform founded in 2020, serving Fortune 500 companies with EAP, preventative health, AI-powered wellness experiences, and wellness challenges across 190 countries and 500,000+ employees.
- Company typePrivate
- Founded2020
- HeadquartersSingapore, Singapore
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What REBEL does
REBEL (operating at rebelwithus.com) is a global employee wellbeing platform founded in 2020, headquartered in North Carolina with operational presence in Singapore, serving enterprise customers including multiple Fortune 500 companies. The company delivers mental and physical wellbeing programs including Employee Assistance Programs (EAP), resiliency and wellbeing support, 24/7 Trust & Safety coverage, preventative health programs targeting hypertension and diabetes, employee health assessments, and an on-demand health content library. Its platform supports 500,000+ employees across 190 countries with AI-powered personalized mobile and desktop experiences, a culturally and gender diverse coaching network, and digital wellness challenge tools. Customer logos include Accenture, Concentrix, Netflix, Deliveroo, Samsung, Burger King, and JFC.
The company's product surface spans B2B2C enterprise wellbeing contracts, with platform capabilities enabling cross-border deployment and multilingual support. REBEL reports a 90+ NPS score, +250% employee engagement uplift, and 80%+ utilization rate among partner employees. The business holds B-Corp certification with a B Impact score of 81.7 and was named to Fast Company's World's Most Innovative Companies of 2026 list. The firm operates with 51-100 employees and follows a direct-to-enterprise GTM motion targeting large multinational organizations. Revenue model is enterprise SaaS-style contracts for wellbeing program delivery; specific contract structures and pricing tiers are not publicly disclosed. Note: input data contained conflicting signals referencing a recommerce business (formerly Rebelstork) with separate funding rounds; the website and primary product evidence clearly identify REBEL as the global employee wellbeing entity described above.
REBEL firmographics
Firmographics- Name
- REBEL
- Legal name
- REBEL
- Website
- https://rebelwithus.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- REBEL is a global employee wellbeing platform founded in 2020, serving Fortune 500 companies with EAP, preventative health, AI-powered wellness experiences, and wellness challenges across 190 countries and 500,000+ employees.
- Ownership category
- akta.pro rank
Where REBEL is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
REBEL business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Product Sales (Recommerce): Revenue generated from selling inspected returned and overstock products at 20-70% discounts to retail prices. Transaction-based model where customers purchase individual items directly through the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard transaction pricing with condition-based discounts |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
REBEL product offering
Product offeringCore offering
REBEL operates two distinct business lines: (1) A global employee wellbeing platform providing mental and physical wellbeing programs to Fortune 500 enterprises across 190 countries, including Employee Assistance Programs (EAP), Trust & Safety 24/7 Support, preventative health programs for hypertension and diabetes, AI-powered personal wellness experiences, and wellness challenges; (2) A recommerce marketplace selling returned and overstock baby gear and home products at 20-70% below retail prices, powered by an AI-driven REV pricing engine.
Product overview
REBEL operates two distinct business lines: (1) A recommerce marketplace platform for baby gear and home products, featuring the proprietary REV AI pricing engine for dynamic pricing optimization, a Quality-Check inspection workflow with standardized condition classifications, and integrations with Shop Pay and Affirm for flexible payment options. (2) An employee wellbeing platform offering Employee Assistance Programs, preventative health programs for hypertension and diabetes, AI-powered personalized wellness experiences, and wellness challenge tools, serving Fortune 500 companies across 190 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Employee Assistance Programs (EAP)
- Preventative Health Programs
- AI-Powered Personal Wellness Experiences
- Wellness Challenges Platform
- Baby Gear Recommerce Marketplace
- Home Goods Recommerce Marketplace
Quantifiable outcome
- Saves consumers 20-70% on brand-name baby gear and home products compared to retail prices
- +3 more outcomes
Companies that use REBEL
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles3 records
REBEL technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature3 records
REBEL partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- GracocoreBrand partnership for processing and reselling returned baby gear at up to 80% off retail prices. Graco is one of the key brand partners in the baby gear category.
- Baby JoggercoreBrand partnership for processing and reselling returned baby gear. Part of the network of over 2,500 retail partners.
- Dorel JuvenilecoreBrand partnership for processing and reselling returned baby gear. Contributes to keeping over 200,000 items out of landfills.
Scale indicators12 records
Recent moves6 records
Expansion highlights4 records
REBEL competitors and assessment
Company assessmentBroad incumbents
- Virgin Pulse (Personify Health): Virgin Pulse/Personify Health is a large, established enterprise wellbeing platform combining health risk assessments, biometric screening, and digital programs — broader and more mature than REBEL, but serving the same enterprise buyers.
- Limeade: Limeade is an established employee experience and wellbeing platform for mid-market and enterprise customers, offering well-being programs, engagement surveys, and inclusion tools — overlapping REBEL's wellbeing category.
Emerging players
- Wellable: Wellable provides a corporate wellness platform with challenges, content, and rewards for employers — a smaller competitor addressing the same engagement-driven wellbeing use cases as REBEL.
- Wellbeats: Wellbeats offers on-demand fitness, mindfulness, and nutrition content for corporate wellness programs — overlapping REBEL's AI-powered wellness content library and preventative health offering.
- Whil: Whil (formerly Whil Concepts) offers digital resilience, mindfulness, and wellbeing training to employers — a smaller, training-focused player with meaningful overlap in REBEL's resiliency and wellbeing module.
Direct peers
- Lyra Health: Lyra Health is a leading global mental health benefit platform for employers, offering EAP-like services, therapy, and AI-enabled care navigation to Fortune 500 customers — directly overlapping REBEL's enterprise wellbeing value proposition.
- Headspace Health: Headspace (now Headspace Health, including Ginger) delivers mental health, mindfulness, and coaching services to employers and health plans — competing head-to-head with REBEL for enterprise wellbeing budgets.
- Modern Health: Modern Health is a global mental health platform serving employers across 200+ countries with EAP, coaching, therapy, and AI-powered self-service — a close functional match to REBEL's global employee wellbeing offering.
- Spring Health: Spring Health provides global mental health and wellbeing benefits to employers, combining precision matching, therapy, coaching, and digital tools — directly comparable to REBEL's Fortune 500 enterprise model.
- Calm Business: Calm Business sells workplace subscriptions to the Calm mindfulness app for employee wellbeing and mental health — overlapping with REBEL's preventative and resilience offerings for Fortune 500 clients.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
REBEL social profiles
Digital presenceREBEL compliance and trust
Trust signalCompliance2 records
REBEL financial estimates
Financial estimateRevenue estimate
Valuation estimate
REBEL leadership team
Management profileNumber of profiles
Profiles5 records
REBEL funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
REBEL 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 REBEL
What does REBEL do?
REBEL operates two distinct business lines: (1) A global employee wellbeing platform providing mental and physical wellbeing programs to Fortune 500 enterprises across 190 countries, including Employee Assistance Programs (EAP), Trust & Safety 24/7 Support, preventative health programs for hypertension and diabetes, AI-powered personal wellness experiences, and wellness challenges; (2) A recommerce marketplace selling returned and overstock baby gear and home products at 20-70% below retail prices, powered by an AI-driven REV pricing engine.
Is REBEL a public or private company?
REBEL is a private company. It is classified as venture growth investor backed and is currently operating.
When was REBEL founded?
REBEL was founded in 2020. It employs 51 to 100 people.
Where is REBEL based?
REBEL is headquartered in Singapore, Singapore, in the Asia region.
How does REBEL make money?
One revenue line is on record: product Sales (Recommerce).
Who are REBEL's main competitors?
Broad incumbents on record are Virgin Pulse (Personify Health) and Limeade. Emerging players are Wellable, Wellbeats and Whil. Direct peers are Lyra Health, Headspace Health, Modern Health, Spring Health and Calm Business.
Does REBEL have an API?
No public API is recorded for REBEL.