M J O G

What M J O G does

Mjog, legally operated as Huma Therapeutics Limited and marketed as 'Mjog by Livi', is a UK-based patient engagement software provider serving NHS general practice and, increasingly, secondary care. The company was founded in 2010 by Kevin Nutt, acquired by Livi in autumn 2020, and now operates from Huma's London headquarters at Millbank Tower with a headcount of 11-50. Mjog's core platform is a multi-channel patient communication suite — covering SMS, email, voice, video and app — built on deep integrations with the two dominant UK primary care clinical systems, EMIS and TPP SystmOne. Key products include Batch Messenger for high-volume patient communications, Appointment Reminders tailored to clinical slot types, the Desktop GP clinician toolbar (with built-in video consultations), Patient Questionnaires that code back into patient records for QOF purposes, Mjog Cloud for cloud-hosted deployment, and NHS-branded Practice Websites. The platform also supports secondary care use cases and is the first digital healthcare provider rated Outstanding by the CQC, with ISO27001:2022 and Cyber Essentials Plus certifications underpinning its NHS procurement positioning.

The company's business model is subscription-based SaaS sold on annual contracts (with 30-day notice and 12-month auto-renew terms) priced per practice or per network, with bespoke plans for Primary Care Networks (PCNs) and arrangements under which Integrated Care Boards (ICBs) or Integrated Care Systems (ICSs) can pay on behalf of practices. Go-to-market combines an enterprise field sales motion targeting PCNs, Federations and ICBs, an inside sales team for demo handling, a self-serve demo booking flow on mjog.com, and a community-led 'Flagship Programme' that co-develops features with digital-first practices. Distribution is direct and UK-only, with no current evidence of international expansion. The customer base spans over 4,000 GP practices, processing 200M+ messages in 2021 and approximately 100,000 appointment reminders per day, giving Mjog substantial operational depth within NHS primary care.

Strategically, Mjog is positioned as a workflow-embedded incumbent rather than a greenfield innovator: the combination of clinical-system integration, regulatory credentials, 12-year NHS brand presence, and a practice-level network effect (4,000+ sites) creates meaningful switching costs. Recent strategic emphasis has been on expanding the buyer (upward to PCNs/ICBs), the product surface (cloud deployment, practice websites, patient questionnaires) and the regulatory moat (CQC Outstanding, ISO27001:2022), rather than on geographic or vertical diversification. The company operates as a wholly-owned subsidiary of Huma and does not disclose standalone financials.

Name

M J O G

Legal name

Huma Therapeutics Limited

Website

https://mjog.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Mjog is a UK-based patient engagement SaaS provider for NHS general practice, offering SMS, email, voice and video messaging integrated with EMIS and SystmOne clinical systems. It serves 4,000+ GP practices and operates as a wholly-owned subsidiary of Huma Therapeutics Limited (Livi).

Ownership category

akta.pro rank

Product category

Healthcare Patient Engagement Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370), Services-Health Services (8000)

akta.pro primary industry

Patient Relationship Management (PRM) & CRM for Provider Growth (Marketing/Outreach) (HLACAEAO)

akta.pro secondary industries

Omnichannel Patient Communications & Contact Center (Voice/SMS/Email/Chat) (HLACAEAC), Patient Engagement, Education & Messaging Platforms (portal/CRM integrated) (HLALABAJ)

Keywords

• Patient engagement software
• Healthcare messaging
• Appointment reminders
• Video consultations
• Practice management

Headquarters

HQ city

Ely

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription-based SaaS: Annual subscription model for GP practices and healthcare organizations. Charges based on patient list size and contract terms. Renewal terms of 12 months auto-renew unless terminated with 30 days notice.
2. Per Practice/Practice Network Pricing: Pricing structure based on practice size and network footprint. Bespoke plans available for PCNs to ensure budget-friendly software costs.
3. Third-party Payment Arrangements: Charges may be paid by third parties such as ICBs, ICSs, or other organizations on behalf of practices.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels6 records

Core offering

Mjog provides a cloud-based patient engagement platform for UK GP practices and primary care networks. It enables multi-channel patient communication (SMS, email, voice, video) and includes batch messaging, automated appointment reminders, video consultations, remote patient questionnaires, and NHS-branded practice websites. The platform is fully integrated with EMIS and SystmOne clinical systems and is sold as a subscription-based SaaS offering.

Product overview

Mjog is a one-stop practice platform for patient engagement, offering a unified suite of communication tools that includes Batch Messenger for bulk patient messaging, Appointment Reminders (flexible and customisable for each appointment type), Desktop GP (a clinician toolbar for 1:1 messaging and video consultations), Patient Questionnaires for remote monitoring, Web Messenger and Smart for enhanced messaging, and Practice Websites (NHS-branded website building). The platform integrates seamlessly with EMIS and SystmOne clinical systems and is available as Mjog Cloud for cloud-based access or on-premise installation.

Differentiator

Problem solved

Functional benefit

Products and services

• Mjog Platform

Quantifiable outcome

• Reduces Did Not Attends (DNAs) through flexible appointment reminders
• +5 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability4 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core.

• Livi (Huma Therapeutics Limited)coreStrategic or Co-development Partner · 1 September 2020Livi acquired Mjog in autumn 2020, combining Mjog's patient engagement platform with Livi's digital health services. Mjog operates as a brand under Huma Therapeutics Limited. Livi is the first digital healthcare provider rated Outstanding by CQC.
• EMIScoreTechnology or IntegrationClinical system integration partner. Mjog is fully integrated with EMIS clinical system for seamless patient data and appointment management.
• TPP (SystmOne)coreTechnology or IntegrationClinical system integration partner. Mjog is fully integrated with SystmOne/TPP clinical system.
• NHS DigitalcoreTechnology or IntegrationNHS Digital integration for app messaging and NHS service alignment. Mjog solutions are built to NHS guidelines and integrate with NHS services.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Babylon Health: UK-focused digital health and virtual care provider. Comparable as a broad incumbent in NHS digital primary care, though focused more on consultations than practice-side messaging.
• TPP (The Phoenix Partnership): Provider of SystmOne, the other dominant UK GP clinical system integrated with Mjog. A broad incumbent whose platform strategy could enable or threaten Mjog's positioning.
• Push Doctor: UK digital GP service offering video consultations and NHS appointments. Adjacent competitor operating in the same NHS primary-care digital channel that Mjog enables.
• EMIS Group: Provider of EMIS Web, the dominant UK GP clinical system that Mjog integrates with. Comparable as a broad incumbent that could natively bundle patient engagement features and compete with Mjog.

Direct peers

• Accurx: UK-based patient engagement and messaging platform for GP practices and PCNs. Directly competes with Mjog in batch SMS/email, patient questionnaires, and video consultations integrated into EMIS and SystmOne workflows.
• iPlato Healthcare: UK GP-facing patient messaging and engagement platform with EMIS/SystmOne integrations. Overlaps directly with Mjog on SMS appointment reminders, batch messaging, and chronic-disease outreach.
• Livi (Huma): Mjog's parent brand and a UK digital GP provider offering video consultations and patient engagement. Closely comparable given shared ownership, overlapping NHS customer base, and joint platform synergies.
• eConsult Health: Provider of online consultation and triage tools for UK NHS GP practices and urgent care. Competes head-on with Mjog's patient messaging, remote consultation, and digital front-door capabilities.

Emerging players

• Doctorlink: UK patient triage and online consultation tool for GP practices. Comparable as an emerging player addressing overlapping digital front-door and patient-engagement use cases.
• Patient Access (by EMIS): Patient-facing app linked to EMIS records that supports appointment booking, prescriptions, and messaging. Comparable as a patient-engagement surface that overlaps with parts of Mjog's stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCSYQoUuXIZNiJ5jvYo0tgmA
• LinkedInlinkedin.com/company/mjog

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 M J O G