What Feelings Found does

Feelings Found is a Denver-based, privately held company founded in 2017 that designs and sells physical and digital tools for emotional exploration and mental health support. Its core product line is built around a proprietary emotional taxonomy organized into wheel formats: The Feelings Wheel (adults), The Body Sensations Wheel (somatic), The Needs Wheel (unmet needs), The Kids Wheel (ages 5-12), The Intuitive Eating Guide, and The Values Deck (84 cards) plus an Expansion Pack. All products are offered in English and Spanish (La Rueda de los Sentimientos and La Rueda de los Niños), and the company has expanded into bundled sets, made-to-order apparel, stickers, digital posters, and gift cards. The business model is direct-to-consumer e-commerce on a Shopify storefront (feelingsfound.com) with US-only shipping, supplemented by a bulk/co-branded institutional sales channel targeting schools, therapy practices, treatment centers, and corporate wellness programs at a 50-unit minimum.

The company employs 1-10 people and runs a product-led growth motion with a secondary enterprise/field-sales motion for institutional bulk orders. Pricing is low-ticket one-time purchase (wheels $10-$12, bundles $18-$45, apparel $36-$55, bulk $450+ for 50 units). Marketing is multi-channel: Instagram, TikTok, Facebook, LinkedIn, blog ('Beneath the Feelings'), podcast, email newsletter, earned media (BuzzFeed, Voyage Denver, CCN), a brand ambassador program, and a 'Sponsor a Classroom' initiative. The company has no mobile app, no API, and no disclosed AI/ML capabilities; its intellectual property is concentrated in the structured emotional taxonomy and visual wheel formats rather than in software or data assets.

Name

Feelings Found

Website

https://feelingsfound.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Emotional Wellness Tools

NAICS

Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Mental Wellness & Stress Management Devices (Biofeedback, Meditation/Neurostimulation Devices) (CRACAQAL)

akta.pro secondary industry

Spiritual, Metaphysical & Inspirational Gifts Retail (CRALAJAJ)

Keywords

• Emotional wellness tools
• Mental health products
• Therapy resources
• Social emotional learning
• Wellness card decks

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Physical Product Sales: Direct e-commerce sales of physical emotional wellness tools (wheels, decks, clothing). Individual products priced $3-$55, bundles $18-$45, bulk orders starting at $450 for 50 units.
2. Digital Product Sales: Digital downloads including The Feelings Finder poster ($5) available in multiple sizes and languages. Instant access after purchase.
3. Gift Cards: Digital gift cards sold in denominations of $10, $25, $50, $100, and $250.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels10 records

Core offering

Feelings Found designs and sells physical emotional wellness tools in circular wheel formats and card decks (e.g., Feelings Wheel, Body Sensations Wheel, Needs Wheel, Kids Wheel, Values Deck), along with branded apparel, stickers, and digital downloads, marketed to individuals, parents, schools, therapists, and corporate wellness programs. The products are tactile, research-backed resources that help users move from vague emotional states to specific feeling identification, with bulk and co-branded variants for institutional buyers and Spanish-language versions for bilingual communities.

Product overview

Feelings Found offers a portfolio of emotional exploration and mental health tools centered around physical wheel-based products, card decks, digital resources, and branded apparel. The core product line consists of six emotional wheel tools: The Feelings Wheel (primary adult emotional vocabulary tool), The Body Sensations Wheel (somatic awareness), The Needs Wheel (identifying unmet needs), and The Kids Wheel (child emotional tool ages 5-12), plus two Spanish-language variants (La Rueda de los Sentimientos and La Rueda de los Niños). Additional tools include The Intuitive Eating Guide for eating disorder recovery and The Values Deck (84-card values clarification deck) with an expansion pack. Products are sold as individual items, bundled sets (The Wheel Trio, The Mini + Me Kit, El Mini y Yo), digital downloads (The Feelings Finder), bulk/corporate orders, and branded merchandise including apparel and stickers. The company also offers digital gift cards. All tools share a common methodology of moving users from vague emotional states to specific, actionable insights through visual, hands-on formats.

Differentiator

Problem solved

Functional benefit

Products and services

• The Feelings Wheel A six-petaled flower-shaped wheel that helps adult users identify and articulate emotions by moving from vague feelings to specific emotional states, used in therapy, personal growth, or everyday emotional check-ins.
• The Body Sensations Wheel A companion wheel to The Feelings Wheel that maps physical sensations to underlying emotions for somatic and trauma-informed therapeutic exploration.
• The Needs Wheel A wheel tool that bridges identified emotions to unmet needs underneath them (e.g., rest, support, nourishment) to clarify what users actually require.
• The Kids Wheel A colorful child-friendly emotional tool for ages 5-12 with icons, simpler language, and action steps on the back to help kids name, understand, and express feelings.
• La Rueda de los Sentimientos (Spanish Feelings Wheel) A Spanish-language version of The Feelings Wheel that helps Spanish-speaking adults and communities name and articulate emotions with emotional clarity.
• La Rueda de los Niños (Spanish Kids Wheel) A Spanish-language version of The Kids Wheel for ages 5-12, helping Spanish-speaking families identify and express emotions through body sensations and action steps.
• The Intuitive Eating Guide A compact tool covering the full spectrum of hunger and fullness without diet culture, helping individuals rebuild trust with their bodies and recognize physical and emotional hunger cues.
• The Values Deck A deck of 84 cards designed to help users identify core values, reflect on priorities, and guide therapy or coaching conversations with journaling prompts and decision-making frameworks.
• The Values Deck Expansion Pack A 24-pack of blank cards for therapists and coaches to give clients tangible takeaways after values clarification work, allowing clients to write down their identified core values.
• The Wheel Trio Bundle A bundle containing The Feelings Wheel, The Body Sensations Wheel, and The Needs Wheel for a complete emotional awareness and self-understanding system at a stated 21% savings versus individual purchase.
• The Mini + Me Kit A bundle pairing The Feelings Wheel with The Kids Wheel, designed for parents and caregivers to connect emotionally with children using a shared emotional language.
• El Mini y Yo (Spanish Mini + Me Kit) A Spanish-language bundle combining La Rueda de los Sentimientos with La Rueda de los Niños for bilingual families to share emotional vocabulary, at a stated 10% savings.
• The Feelings Finder (Digital Poster) A poster-sized PDF digital emotional check-in tool for children, available in multiple sizes and English/Spanish languages, intended for classrooms, therapy offices, or home use.
• Digital Gift Card Digital gift cards available in $10, $25, $50, $100, and $250 denominations to be redeemed on the Feelings Found storefront.
• Bulk Order Program (Institutional / Co-Branded Wheels and Tools) A bulk sales program offering Feelings Wheel, Body Sensations Wheel, Needs Wheel, Kids Wheel, Spanish-language wheels, and Intuitive Eating Guide in minimum 50-unit orders with custom branding and logo options for schools, therapy practices, treatment centers, and corporate wellness programs.
• Feelings Found Apparel Collection Made-to-order apparel including crewnecks, hoodies, and t-shirts with emotional wellness messaging (e.g., "Currently In My Feels", "Everything is (Not) Fine", "Feelings are a Lifestyle", "Sentimientos Son Un Estilo De Vida"), available in multiple colors and sizes up to 5XL.
• Feelings Found Sticker Collection A collection of vinyl stickers with emotional wellness messaging (e.g., "Feel It, Heal It", "In My Feels", "Journal Club", "Self-Care Isn't Selfish") sold at $3-$5 each as accessories for water bottles, laptops, and journals.

Quantifiable outcome

• Products received high customer satisfaction ratings (4.8-5.0 stars across major products)
• +1 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• The School of Life: Sells emotional intelligence card decks, therapy conversation games, books, and printed tools aimed at self-understanding and relationships. Closest analog to Feelings Found's wheel-based, card-based emotional exploration products.
• The Gottman Institute: Markets relationship therapy card decks, workbooks, and clinical tools used by couples, families, and therapists. Directly comparable as a clinician-validated emotional/relational toolkit sold via workshops and bulk channels.
• Therapy Notebooks: Specializes in therapist-designed therapeutic workbooks, journals, and card decks for clients in clinical settings. Similar direct-to-therapist distribution model and physical therapy-aid format.

Emerging players

• Mindvalley: Personal growth platform with courses, books, and branded content in emotional intelligence and well-being. Comparable as an emerging brand building emotional wellness products for direct purchase.
• Tiny Buddha: Mindfulness and emotional well-being content platform with books and printed inspirational products. Comparable as a smaller content-led emotional wellness brand moving into tangible tools and merchandise.
• Big Health: Digital therapeutics company offering products for sleep and anxiety sold via enterprise mental health benefits. Comparable go-to-market through employers and clinicians for cognitive-emotional interventions.

Broad incumbents

• Calm: Established mental wellness subscription platform with branded sleep, meditation, and emotional well-being content. Broad incumbent in the same mental wellness category but delivers via app rather than physical tools.
• Headspace: Large mental wellness platform serving consumers and B2B/HR channels with guided meditation, therapy, and employee benefits. Comparable as a scaled competitor addressing the same schools, employers, and individuals with broader resources.
• Insight Timer: Global meditation and mental wellness platform with courses, live sessions, and therapist content. Operates in the same emotion/self-awareness category with a much larger content library and audience.
• BetterUp: Enterprise coaching and mental well-being platform used by HR teams for employee development and emotional support. Comparable as a scaled B2B/B2C competitor in workplace emotional wellness, where Feelings Found also markets its tools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/feelingsfoundco
• Facebookfacebook.com/feelingsfoundco
• LinkedInlinkedin.com/company/feelingsfoundco
• Instagraminstagram.com/feelingsfoundco

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Feelings Found