12 Steps
12 Steps operates a subscription-based, encrypted web and mobile application that enables individuals in Twelve Step recovery fellowships to complete written step work, maintain daily journals, and track progress, distributed globally on a self-serve basis.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What 12 Steps does
12 Steps is a London-based private company (12Steps Limited) that operates a secure subscription software application designed for individuals participating in Twelve Step recovery fellowships such as Alcoholics Anonymous, Narcotics Anonymous, and Sex and Love Addicts Anonymous. The application enables users to complete written step work, maintain daily recovery journals, and track progress across the twelve steps, replacing traditional pen-and-paper methods with a digital alternative accessible from any device.
The product is delivered as a responsive web application and native mobile apps for iOS, Android, and Kindle Fire. The technology stack is built on the Laravel PHP framework with security infrastructure including Auth0 authentication, SSL/TLS encryption via Cloudflare DNS, and Avast server security. A defining architectural choice is end-to-end encryption of all user-generated content, with the company explicitly stating that even its own engineers cannot access user data. The product is organised into three core modules: structured Step Work with fellowship-specific questions, Daily Journals with success/failure tracking, and Insights/Performance analytics for progress visualisation.
12 Steps operates a fully self-serve, product-led growth model with no sales team. Users register directly on the website, activate a 14-day free trial, and convert to paid subscriptions priced at $3.99 per month or $39.99 per year. Distribution is global and digital-only, with acquisition driven by word-of-mouth within recovery communities, an active Telegram support channel, and a Twitter presence. The company is bootstrapped with 1-10 employees, has no disclosed external funding, and serves a long-tail consumer base spread across the United States, United Kingdom, Spain, and South Africa based on user testimonials.
12 Steps firmographics
Firmographics- Name
- 12 Steps
- Legal name
- 12Steps Limited
- Website
- https://12steps.io
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 12 Steps operates a subscription-based, encrypted web and mobile application that enables individuals in Twelve Step recovery fellowships to complete written step work, maintain daily journals, and track progress, distributed globally on a self-serve basis.
- Ownership category
- akta.pro rank
12 Steps industry classification
Industry- Product category
- Recovery & Wellness Software
- NAICS
- Outpatient Mental Health and Substance Abuse Centers (621420), Educational Support Services (6117)
- SIC
- Services-Social Services (8300), Services-Prepackaged Software (7372), Services-Educational Services (8200)
- akta.pro primary industry
- Substance Use Recovery & Harm Reduction Support Services (BPAGAEAO)
Keywords
Where 12 Steps is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
12 Steps business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel
Revenue model
- Subscription - Monthly: Monthly recurring subscription at $3.99 per month, billed in advance. Provides full access to all 12 Steps, unlimited journal entries, secure storage, and support.
- Subscription - Annual: Annual recurring subscription at $39.99 per year (equivalent to approximately $3.33/month, offering 2 months free compared to monthly plan). Billed annually in advance.
- Freemium Trial: 14-day free trial offered to new users upon account registration, providing full access to the service. Converts to paid subscription upon trial completion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free 14-day trial for new users |
| Subscription | Monthly | Monthly subscription at $3.99/month |
| Subscription | Annual | Annual subscription at $39.99/year |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
12 Steps product offering
Product offeringCore offering
12 Steps is a consumer SaaS web and mobile application that lets individuals in Twelve Step recovery fellowships complete, store, and track their written step work and daily journals in a secure, end-to-end encrypted environment. The product supports multiple fellowships including Alcoholics Anonymous, Narcotics Anonymous, and Sex and Love Addicts Anonymous, and is delivered via web (macOS, Windows, Linux), iOS, and Android with secure cross-device synchronization.
Product overview
12 Steps is a single, unified SaaS application — the 12 Steps App — that provides a secure, encrypted online environment for completing written 12 Step program work. The product includes three core feature modules: (1) Step Work — structured questions for all major fellowships with a cross-device text editor; (2) Daily Journals — a private journaling tool for tracking thoughts, feelings, actions, and daily success; and (3) Insights & Performance — analytics and progress tracking within each step. The app is delivered via web browser (macOS, Windows, Linux) and native mobile apps (iOS, Android, Kindle Fire). Subscription tiers include Newcomer (free 14-day trial), Members ($3.99/month), and Old-Timers ($39.99/year).
Differentiator
Problem solved
Functional benefit
Products and services
- 12 Steps App A secure, end-to-end encrypted online application for completing written step work from major Twelve Step fellowships (Alcoholics Anonymous, Narcotics Anonymous, Sex and Love Addicts Anonymous, and others), featuring a cross-device text editor, daily journals, and progress and insights tracking. Sold to individual recovery participants via monthly or annual subscriptions after a 14-day free trial.
Companies that use 12 Steps
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
12 Steps technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
12 Steps partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights4 records
12 Steps competitors and assessment
Company assessmentDirect peers
- I Am Sober: I Am Sober is a sobriety-tracking mobile app that helps users track clean days, milestones, and daily motivations across multiple recovery programs. It directly overlaps with 12 Steps on the recovery-tracker / daily-accountability use case for individuals in AA and NA.
- WEconnect Health: WEconnect is a recovery support platform offering daily check-ins, peer community, and accountability tools for people in substance use recovery. It serves the same 12-step and broader recovery audience with overlapping daily-tracking and engagement mechanics.
- Loosid: Loosid is a sober-living app combining a recovery community, dating, and meetup features with sobriety tracking. It competes for the same sober-curious and 12-step-adjacent user base seeking digital tools to support recovery.
- Sober Grid: Sober Grid is a social-networking app for people in recovery, offering sober date tracking, community groups, and meeting finders. It targets the same Twelve Step fellowship demographic with overlapping daily-engagement and anonymity features.
- Tempest (formerly The Luckiest): Tempest is a digital alcohol recovery platform offering courses, coaching, and a private community for people moderating or quitting drinking. It targets the same primary user (individuals in recovery) with a more clinically-oriented alternative to 12-step tools.
- Monument: Monument is an online alcohol use disorder treatment platform offering therapy, medication, and peer-support groups. It competes for the same recovery-seeking population with a treatment-led alternative to self-directed step work.
Emerging players
- Soberlink: Soberlink provides remote alcohol monitoring devices and compliance reporting used by treatment programs, courts, and family members. It is adjacent to 12 Steps' recovery-support niche, serving accountability and verification use cases.
Broad incumbents
- Pelago (formerly Quit Genius): Pelago is a digital substance use management platform offered through employers and health plans, combining telehealth, coaching, and tracking. It competes for the same end-user recovery market but at a B2B / payer-funded scale that dwarfs 12 Steps.
- Headspace Health: Headspace is a broad mental health and meditation platform that overlaps with 12 Steps on the daily-mindfulness and mood-tracking use cases for people in recovery. It is a much larger player offering adjacent functionality.
Others
- Calm: Calm is a mainstream meditation and sleep app with a subscription model and cross-platform delivery analogous to 12 Steps. It serves an adjacent wellness audience rather than a direct competitor in 12-step recovery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
12 Steps social profiles
Digital presence12 Steps financial estimates
Financial estimateRevenue estimate
Valuation estimate
12 Steps leadership team
Management profileNumber of profiles
Profiles1 record
12 Steps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
12 Steps 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 12 Steps
What does 12 Steps do?
12 Steps is a consumer SaaS web and mobile application that lets individuals in Twelve Step recovery fellowships complete, store, and track their written step work and daily journals in a secure, end-to-end encrypted environment. The product supports multiple fellowships including Alcoholics Anonymous, Narcotics Anonymous, and Sex and Love Addicts Anonymous, and is delivered via web (macOS, Windows, Linux), iOS, and Android with secure cross-device synchronization.
Is 12 Steps a public or private company?
12 Steps is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 12 Steps founded?
12 Steps was founded in 2021. It employs 1 to 10 people.
Where is 12 Steps based?
12 Steps is headquartered in London, United Kingdom, in the Europe region.
How does 12 Steps make money?
Three revenue lines are on record. Subscription - Monthly is the primary driver. The others are subscription - Annual and freemium Trial.
Who are 12 Steps's main competitors?
Direct peers on record are I Am Sober, WEconnect Health, Loosid, Sober Grid, Tempest (formerly The Luckiest) and Monument. Soberlink is listed as an emerging player. Broad incumbents are Pelago (formerly Quit Genius) and Headspace Health. Calm is listed as an others.
Does 12 Steps have an API?
No public API is recorded for 12 Steps.
What industry is 12 Steps in?
12 Steps's product category is Recovery & Wellness Software. Its primary akta.pro industry code is BPAGAEAO, Substance Use Recovery & Harm Reduction Support Services. Its NAICS code is 621420 and its SIC code is 8300.