What Mindapples does

Mindapples is a UK-based mental health social enterprise, founded in 2008 and headquartered in London, operating through a dual-entity structure: a registered charity (The Mindapples Charity, number 1173515) and a wholly-owned trading subsidiary (Mindapples Trading Ltd, company number 10085965). The organisation promotes daily mental wellbeing around its proprietary "5-a-day for your mind" framework, grounded in research by Sarah Pressman and colleagues showing that chosen and enjoyable activities provide the greatest mental health benefit. Its flagship consumer product is a freemium mobile application (iOS and Android) delivering evidence-based modules covering mood management, motivation, sleep, productivity, habit change and resilience, with additional paid modules via monthly subscription. Supporting offerings include two published books (The Mind Manual, and A Mind for Business published by Pearson), workplace wellbeing training and eLearning for enterprise clients, Champions training programmes, and a range of physical toolkits, applecards, and Mindapples Trees sold through its e-commerce shop.

The business monetises through five streams: mobile app subscriptions (freemium), enterprise workplace training and eLearning (custom-quoted professional services), physical product sales (toolkits £30–£195, trees £149.95–£300), book sales, and charitable donations to the charity arm. Its go-to-market is hybrid: a product-led growth motion via the free app, direct enterprise field sales to large organisations, community-led engagement through trained Champions in schools, universities and workplaces, and event-driven outreach at festivals and conferences using interactive Mindapples Tree installations. Customer segments include individual consumers, corporate/business buyers, primary and secondary schools, universities and higher education institutions, NHS and public health bodies, and arts/culture organisations. Headcount is 1–10 employees, consistent with a small mission-driven operation, and key disclosed partnerships span Nottingham Trent University, Open University Students Association (five-year partnership), Royal Holloway, University of Nottingham, University of Law, Mayfield School, Beckmead College, Wragge Lawrence Graham & Co LLP, GP surgeries in Lambeth (with South London and Maudsley NHS Foundation Trust), and over 100 UK universities since 2013. Last disclosed external funding was a £120,000 investment from the Maudsley Charity in February 2012, plus an UnLtd grant in June 2010; no revenue figure has been publicly disclosed.

Name

Mindapples

Legal name

Mindapples

Website

https://mindapples.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Mental Health & Wellbeing Services

NAICS

Business Schools and Computer and Management Training (6114), Computer Training (61142)

SIC

Services-Prepackaged Software (7372), Services-Educational Services (8200)

akta.pro primary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

akta.pro secondary industries

Mindfulness, Meditation & Stress Management Education (EDAAAHAD), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG), Mindfulness, Stress Management & Resilience Training (EDAMAIAD)

Keywords

• Mental health training
• Workplace wellbeing
• Wellbeing app
• Mental health education
• Resilience training

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Mobile App Subscriptions: Free first module with premium subscription access to additional content modules covering mental health topics including mood management, motivation, sleep improvement, and habit change.
2. Workplace Training and eLearning: Market-leading workplace wellbeing, resilience and performance services provided to large organisations and global businesses, including workshops, webinars, and eLearning programmes.
3. Product Sales: Sale of physical products including mental health toolkits, applecards, Mindapples trees, and branded merchandise through e-commerce shop.
4. Books and Publications: Sale of self-help books including The Mind Manual and A Mind for Business, containing practical guidance on mental health and wellbeing.
5. Charitable Donations: Donations received through The Mindapples Charity (registered charity number 1173515) to support public mental health campaigns and school programmes.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Mindapples is a UK-based mental health and wellbeing organisation (operating as a registered charity with a trading subsidiary) that delivers mental health education and training through a mobile app, workplace training programmes, books, physical wellbeing products, and charitable programmes for schools, universities, and community groups. Its offering is built around the proprietary "5-a-day for your mind" framework, which teaches simple, evidence-based mental wellbeing practices.

Product overview

Mindapples operates a platform-plus-modules architecture offering digital products, physical toolkits, and training services. The core offering includes the Mindapples mobile app (available for Android and iOS) with subscription-based premium modules covering mental wellbeing topics such as managing moods, stress, motivation, sleep, and productivity. Supporting the app are two published books: The Mind Manual (general mental health guide) and A Mind for Business (workplace mental performance). For businesses, Mindapples provides enterprise eLearning, webinars, and workplace training/workshops. The charity arm delivers school and university programmes including champions training. Physical products include a range of toolkits (classroom, school, event, and champions variants), applecards in various pack sizes, cardboard and wooden Mindapples Trees for events, A6 bite-sized booklets across 19 topics, and Mindgear merchandise. The offering is unified around the "5-a-day for your mind" campaign concept promoting daily mental health habits.

Differentiator

Problem solved

Functional benefit

Brands

• Mindapples for Business: Workplace wellbeing, resilience and performance services including eLearning, webinars, workshops, and training for managers and leaders
• Mindapples for Society
• The Mindapples Charity
• Mindapples for Schools
• Mindapples for Universities

Products and services

• Mindapples Mobile App (iOS/Android) A consumer-facing mobile app that delivers the Mindapples "5-a-day for your mind" framework, providing users with personalised mental wellbeing content, exercises, and tracking tools to build everyday mental fitness.
• Workplace Wellbeing Training Programmes B2B training workshops, talks, and consultancy for employers focused on mental health literacy, resilience, and building mentally healthy workplace cultures using the Mindapples framework.
• Mindapples Book ("The Mindapples Manual") A published book that introduces the Mindapples "5-a-day for your mind" framework to a general consumer audience, with practical exercises and guidance on everyday mental wellbeing.
• Wellbeing Products & Merchandise Physical Mindapples-branded wellbeing products and merchandise (such as the Mindapples Garden Kit and related items) sold to consumers and organisations to support the charity's mission.
• Charitable Education Programmes (Schools & Universities) Charitable mental health education workshops, resources, and programmes delivered to schools, universities, and community organisations to teach young people and communities the "5-a-day for your mind" approach.

Quantifiable outcome

• Independent trial by University of York showed Mindapples training increased participants' ability to cope with stress, including three months after programme completion.
• +2 more outcomes

Named customers10 records

Segments6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• South London and Maudsley NHS Foundation Trust (SLaM)coreStrategic or Co-development PartnerPartnership with SLaM NHS Trust for the GP surgeries pilot study in Lambeth, with Tony Coggins as partner contact.
• Nottingham Trent UniversitycoreStrategic or Co-development PartnerFive-year partnership with Healthy NTU programme delivering wellbeing workshops, Champion Training, and student mental health support activities including University Mental Health Day.
• Open University Students AssociationcoreStrategic or Co-development PartnerFive-year partnership delivering annual programme of wellbeing workshops and Champions Training to support students' mental health and resilience, including face-to-face Feed Your Mind keynote on campus.
• Beckmead CollegecoreStrategic or Co-development PartnerOngoing partnership with SEN school supporting young people with social, emotional and mental health needs, delivering Feed Your Mind sessions, Master Your Moods module, and staff wellbeing training.
• Mayfield SchoolcoreStrategic or Co-development PartnerWhole-school approach implementation with older pupils trained as Mindapples Champions to deliver sessions and model positive habits for younger students.
• Action for HappinessminorGTM or Marketing PartnerMindapples co-founder Andy Gibson speaking at Action for Happiness events to promote mental wellbeing and the Mindapples approach.
• NHS LambethcoreStrategic or Co-development PartnerPartnership with NHS Lambeth for GP pilot study delivery alongside SLaM NHS Trust and Guys and St Thomas's Charitable Trust.
• YoungMindsminorGTM or Marketing PartnerYoung Minds applecards collaboration project for young people's mental health awareness.
• Children's UniversityminorStrategic or Co-development PartnerDesigned a Mindapples Challenge for the Essex Children's University newsletter to engage young people in mental wellbeing activities.
• stem4minorGTM or Marketing PartnerSupport for Youth Mental Health Day campaign, an annual event focused on encouraging young people to talk about what helps them and share ideas for wellbeing.

Scale indicators5 records

Recent moves2 records

Expansion highlights5 records

Regional players

• Mind (the mental health charity): Major UK mental health charity with significant influence in workplace, education, and NHS mental health policy. A peer in mission and institutional positioning rather than direct product competition, but competes for the same institutional funding and partnership mindshare.
• Action for Happiness: UK mental wellbeing charity promoting daily happiness habits through community movements. Overlapping mission and charity-led GTM with Mindapples' Mindapples for Society arm, with Mindapples' co-founder already speaking at Action for Happiness events.

Direct peers

• Headspace: Direct competitor in the meditation and mindfulness app category with a freemium consumer app and a dedicated B2B offering (Headspace for Work). Operates a global enterprise sales motion similar in principle to Mindapples' workplace training line.
• Smiling Mind: Australian not-for-profit mindfulness app with a strong education-sector focus. Closely comparable to Mindapples' hybrid charity-plus-app structure and its focus on schools and universities as a primary channel.
• Calm: Direct competitor offering a consumer meditation/wellbeing subscription app plus a B2B workplace wellbeing channel (Calm Business). Competes with Mindapples in both consumer app stores and enterprise mental health procurement.
• Kooth: UK-based digital mental health platform focused on children, young people, and students. Direct overlap with Mindapples' universities and schools programmes and its presence in NHS-funded mental health pathways.
• Togetherall: UK-based mental health platform serving universities and colleges. Competes with Mindapples for Universities for the same student wellbeing budgets and institutional contracts in the UK higher education sector.

Broad incumbents

• BetterUp: Large, well-capitalised workplace wellbeing and coaching platform serving global enterprises. Competes for the same corporate mental wellbeing budget as Mindapples for Business but with a much broader coaching-led offering.
• Thrive Global: Corporate wellbeing and performance platform targeting large enterprises globally. Broad incumbent competing for the same corporate resilience and performance budget as Mindapples for Business.

Emerging players

• Happify: Consumer mental wellbeing app focused on evidence-based activities and games rather than guided meditation. Comparable product positioning to Mindapples' app's choice-driven, activity-based approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mindapples
• LinkedInlinkedin.com/company/mindapples
• Instagraminstagram.com/mindappleaday
• Facebookfacebook.com/mindapples

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Mindapples