Betri Svefn

What Betri Svefn does

Betri Svefn (legal entity Mobile health ehf) is an Icelandic digital health company founded in late summer 2013 in Reykjavík that delivers Cognitive Behavioral Therapy for Insomnia (CBT-I) through a web-based platform. The company was built by a clinical psychologist specializing in insomnia treatment together with two newly graduated doctors with programming capability, and was bootstrapped with no external capital beyond a $75,054 Icelandic Technology Development Fund grant in 2015. The platform, accessed via medferd.betrisvefn.is, delivers a six-week online CBT-I program with an additional six weeks of follow-up, comprising a patient dashboard for daily sleep registration, weekly educational videos, personalized recommendations, and online chat with sleep experts. A six-question screening questionnaire routes users with severe depression, suicidality, bipolar disorder, epilepsy, untreated sleep apnea, pregnancy, or shift work toward in-person individual therapy instead of the web program.

The commercial offering spans consumer, group, and B2B channels: individual and group therapy sessions with Betri Svefn psychologists, a women's-focused mobile app (SheSleep, $5.99/month or $59.99/year) with smartwatch integration and Yoga Nidra content, an English-language CBT-I platform branded Somnify (therapy.betrisvefn.is), and a Workplace Sleep Certification (svefnvottun) package that bundles education, screening, web treatment access, on-site consultations, and a quality mark. Distribution is largely channel-partner driven: most Icelandic trade unions (stéttarfélög) subsidize services for members, and the company cites a 90% patient improvement rate with long-lasting results. Revenue is therefore a mix of subscription-like individual payments, employer subscription contracts, and union-subsidized self-serve web treatment, all under a private, founder-owned structure with no disclosed institutional investors.

Name

Betri Svefn

Legal name

Mobile health ehf

Website

https://betrisvefn.is

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Betri Svefn is an Icelandic digital health company (founded 2013) that delivers web-based Cognitive Behavioral Therapy for Insomnia (CBT-I), serving individual insomnia patients, employers via workplace sleep certification, and women through the SheSleep mobile app.

Ownership category

akta.pro rank

Product category

Sleep Therapy Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Behavioral Health & Neurocognitive Therapeutics (Digital) (HLACANAI)

akta.pro secondary industry

Sleep Health Coaching (HSADAGAE)

Keywords

• Cognitive behavioral therapy
• Insomnia treatment
• Online sleep therapy
• Behavioral sleep medicine
• Digital health platform

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Therapy Sessions: In-person or video sessions with Betri Svefn psychologists for individual treatment of insomnia
2. Workplace Programs: Annual workplace membership programs including education, sleep screening, web treatment, on-site consultations, and monthly sleep tips. Pricing customized based on workplace size and needs.
3. SheSleep App Subscription: Mobile app for women's sleep health with annual and monthly subscription options
4. Union Subsidies: Most trade unions provide subsidies for Betri Svefn services, reducing cost for union members

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Betri Svefn delivers online and in-person Cognitive Behavioral Therapy for Insomnia (CBT-I) for individuals with chronic sleep problems. The core product is a structured 6-week web-based CBT-I program with 6 weeks of follow-up, accessed via a patient dashboard where users log daily sleep, view weekly educational videos, receive personalized recommendations, and chat online with sleep experts. Supplementing this are individual therapy sessions (in-person or video), group therapy courses, customized workplace sleep programs (with sleep certification), and the SheSleep women's sleep app subscription.

Product overview

Betri Svefn operates as a unified sleep-health platform offering multiple treatment modalities centered on Cognitive Behavioral Therapy for Insomnia (CBT-I). The core product is the web-based CBT-I program (Vefmeðferð), a 6-week online treatment available in Icelandic and English with a patient dashboard, daily sleep diary, educational videos, personalized recommendations, and expert chat. This is complemented by individual therapy sessions and group therapy courses with Betri Svefn's psychologists. The company also offers employer-facing Workplace Services, which bundle educational lectures, SheSleep app subscriptions, sleep screenings, and the web treatment program, with an optional standalone Workplace Sleep Certification. The SheSleep mobile app (a sub-brand targeting women) provides integrated sleep tracking, cycle monitoring, CBT-I content, relaxation exercises, Yoga Nidra sessions, and a podcast. Educational books ('Svefnfiðrildin' for children and 'Svefn' for adults) round out the portfolio. All components are branded under Betri Svefn and the SheSleep sub-brand.

Differentiator

Problem solved

Functional benefit

Brands

• SheSleep: A women's sleep app offering sleep tracking, cycle monitoring, personalized recommendations, relaxation exercises, Yoga Nidra sessions, and podcast content from Dr. Erla Björnsdóttir. Includes access to insomnia treatment as part of the subscription.
• Somnify

Products and services

• Betri Svefn Web-Based CBT-I (Vefmeðferð) A 6-week online Cognitive Behavioral Therapy for Insomnia (CBT-I) program available in Icelandic (medferd.betrisvefn.is) and English (therapy.betrisvefn.is, branded as Somnify), with 6 weeks of follow-up. Users access a patient dashboard to register daily sleep, watch weekly educational videos, receive personalized recommendations, and chat online with sleep experts.
• SheSleep App Mobile subscription app for women's sleep health, with sleep tracking, smartwatch/smart ring synchronization, cycle tracking, hormone-effect education, relaxation exercises, Yoga Nidra sessions, and Dr. Erla's podcast; available via monthly or annual subscription.
• Individual Therapy Sessions (Einstaklingsmeðferðir) One-on-one therapy sessions with Betri Svefn's psychologists, delivered in person or via video; recommended for users whose profile is not suited to the self-serve web program. Workplace-program employees receive priority access at a 50% discount.
• Group Therapy and Courses (Hópmeðferðir og Námskeið) Group-based treatment sessions and structured courses for insomnia and sleep education, providing a group alternative to individual therapy for users who prefer a group setting.
• Educational Lectures on Sleep (Fræðsla / Sérsniðin fræðsla) Standalone educational lectures on sleep and insomnia delivered by Betri Svefn specialists, in-person or remote, customizable for specific audiences (e.g., shift workers).
• Workplace Services (Vinnustaðaþjónusta) Annual workplace sleep-health membership for Icelandic employers, bundling SheSleep app subscriptions for all employees, sleep screenings, web-based CBT-I treatment access, on-site expert consultations (~3 hours, twice per period), priority individual consultations, anonymized screening reports, and eligibility for the Sleep Certification quality mark.
• Workplace Sleep Certification (Svefnvottun Vinnustaða) Workplace sleep certification program featuring web sleep screening, on-site education sessions by Betri Svefn specialists, sleep-disorder questionnaires, access to 6-week web-based CBT-I with follow-up, and award of the Svefnvottun Betri svefns Sleep Certification mark upon completion; available standalone and within Workplace Services.
• Svefnfiðrildin (Illustrated Children's Book) Illustrated children's book titled "Svefnfiðrildin" that explains the importance of sleep and rest for children through a story; sold through external retailer Salka.is.
• Svefn (Sleep Book for Adults) Sleep book covering what happens during sleep and common sleep disorders across children, adolescents, and adults; sold through external retailer Forlagid.is.

Quantifiable outcome

• 90% of patients significantly improve sleep after CBT-I treatment
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Two partnerships are on record, tiered notable and core.

• VíkurskólinotableStrategic or Co-development Partner · 30 January 2026Víkurskóli became the first school in Iceland to receive sleep certification (svefnvottun) from Betri Svefn after completing a successful collaboration project. The project included education on sleep importance for staff health, sleep disorder screening, and access to evidence-based treatment resources.
• Trade Unions (Stéttarfélög)coreChannel Partner/ Reseller/ DistributorMost Icelandic trade unions participate in subsidizing Betri Svefn services for their members. The level of subsidy varies by union. This partnership increases accessibility and affordability for employees who are union members.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Calm: Calm offers sleep stories, meditations, and broader wellness content via subscription app. Adjacent to Betri Svefn's SheSleep app in the consumer sleep/wellness subscription category, though Calm is broader and not clinically validated CBT-I.

Broad incumbents

• Headspace: Headspace is a larger mental wellness and sleep platform serving consumers and employers with meditation, sleep, and behavioral content. Comparable in offering employer wellness programs and consumer subscriptions that touch sleep, but at much broader scale and scope.
• BetterHelp: BetterHelp is a large online therapy platform connecting users with licensed therapists via subscription. Comparable to Betri Svefn's individual therapy session offering, but operates at vastly greater scale and across geographies and conditions.

Regional players

• Nox Health: Iceland-based sleep health company (formerly Nox Medical) focused on sleep diagnostics and connected care. Comparable as a fellow Icelandic sleep-health player operating in the same regional ecosystem, though it addresses diagnosis rather than behavioral treatment.

Others

• Sleep Cycle: Sleep Cycle is a sleep tracking and analysis app available globally on subscription. Adjacent to SheSleep's wearable-integrated sleep tracking functionality, though it does not provide clinical CBT-I treatment.

Direct peers

• Big Health (Sleepio): Big Health's Sleepio is a digital CBT-I program delivered via web/mobile to consumers and employers — the closest direct competitor to Betri Svefn's flagship 6-week web-based CBT-I offering, both targeting the same clinical modality and enterprise channel.
• CBT-i Coach: CBT-i Coach is a free U.S. Department of Veterans Affairs app delivering structured CBT-I for insomnia. Direct functional competitor to Betri Svefn's web CBT-I program, though distributed via a government channel rather than a commercial subscription.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/shesleep_app
• Facebookfacebook.com/BetriSvefn

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 Betri Svefn