What BloomUp does

BloomUp is a Belgian digital mental wellness platform founded in 2021 and headquartered in Antwerp, serving both individual consumers (B2C) and organizational buyers (B2B) with an integrated suite of online therapy, coaching, and self-paced learning. The platform delivers care through a web and mobile application (app.bloomup.org) that combines intelligent matching with a network of recognized clinical psychologists, psychotherapists, and coaches, enabling first sessions within 48 hours — a sharp contrast to the multi-month waiting times typical of in-person mental healthcare in Belgium. Core product modules include BloomUp Match (a multi-step AI-assisted matching questionnaire with a MagicMatch free-text enhancement planned for Q1 2025), BloomUp Grow (short 30-minute online coaching sessions with 120 mental sidekicks and 30 growth themes), BloomUp Learn (self-directed growth trajectories, podcasts, and e-learning modules), and Mindlab by BloomUp (e-learning for organizational development).

The platform is grounded in cognitive behavioral therapy principles and offers content in Dutch, French, English, and 12 additional languages. Automatic reimbursement is integrated with Belgian health insurers CM and Helan, lowering out-of-pocket costs for B2C users. For organizational clients, BloomUp operates as an Employee Assistance Program (EAP) with automated awareness campaigns, early detection, wellbeing scans with dashboards, leadership coaching, financial/legal support, workshops, and impact reporting. Distribution combines direct self-service for consumers, consultative enterprise sales for HR and wellbeing officers, and channel partnerships with EAP integrators (IDEWE, CLB Group, Van Breda), HR services (Acerta), and the Xerius social insurer for the self-employed segment.

Commercially, BloomUp runs a subscription-based revenue model with B2C monthly subscriptions or per-session payments and B2B annual per-employee EAP licenses; pricing is not publicly disclosed. The company appears to operate as a private, founder-led/bootstrapped entity — no venture funding, parent company, or acquisitions are disclosed in the input data. With 27 employees and a customer base that spans education (Thomas More), banking (bpost bank), legal (Liedekerke), HR consulting (Evolta), engineering (Boost Project, 2,000+ employees), and healthcare (UZ Gent/UGent), BloomUp is a small but operationally diversified Belgian mental health platform.

Name

BloomUp

Legal name

BloomUp

Website

https://bloomup.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

BloomUp is a Belgian digital mental wellness platform founded in 2021 that delivers online therapy, coaching, and self-paced learning to individuals and employers via an AI-assisted matching platform with health-insurer reimbursement integration.

Ownership category

akta.pro rank

Product category

Digital Mental Health Platform

NAICS

Educational Support Services (61171), Professional and Management Development Training (61143)

SIC

Services-Health Services (8000), Services-Social Services (8300)

akta.pro primary industry

Stress Management & Burnout Prevention Coaching (HSADAGAD)

akta.pro secondary industry

Growth Mindset, Motivation & Goal-Setting Programs (EDAMAIAE)

Keywords

• Online mental health therapy
• Employee assistance programs
• Digital wellbeing platform
• Psychological coaching services
• Workplace mental wellness

Headquarters

HQ city

Antwerp

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. B2C Online Therapy, Coaching & Self-Help Subscriptions: Individual consumers access therapy, coaching, or self-paced growth programs via subscription or per-session payments on the BloomUp platform. Automatic reimbursement is facilitated via CM and Helan health insurance partnerships. First sessions available within 48 hours; therapeutic trajectories can start within 5 days. Average users need approximately 4 sessions via the platform.
2. B2B Employer EAP / Wellbeing Platform Licenses: Organizations (enterprises, healthcare, education, government) license the BloomUp platform as an Employee Assistance Program (EAP) for their workforce. Pricing is typically per-employee per-month or per-seat. Employers can purchase the full suite including automated awareness campaigns, early detection tools, online growth trajectories, coaching, therapy, complex accompaniment, financial coaching, legal support, workshops, leadership coaching, and impact reporting.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

BloomUp is a digital mental health platform that delivers online therapy, short-form coaching, and self-paced e-learning growth trajectories via web and mobile, using an AI-driven matching system (MagicMatch / BloomUp Match) to pair users with recognized clinical psychologists and certified coaches within 48 hours. For organizations, the platform is licensed as an Employee Assistance Program (EAP), bundling automated awareness campaigns, early detection, wellbeing scans, complex accompaniment, financial and legal support, leadership coaching, workshops, and impact reporting into a single per-employee subscription.

Product overview

BloomUp operates as a digital mental health platform combining multiple interconnected services: the core BloomUp Platform provides matching and video consultation functionality; BloomUp Match intelligently connects users with appropriate care; BloomUp Grow delivers online coaching sessions; BloomUp Learn enables self-directed growth trajectories; Online Therapy and Coaching provide professional psychological support via video; the Wellbeing Scan measures organizational wellness; and Mindlab by BloomUp offers e-learning modules. The platform integrates automatic reimbursement processing with CM and Helan health insurers and is accessible within 48 hours, aiming to reduce barriers to mental healthcare without waitlists.

Differentiator

Problem solved

Functional benefit

Products and services

• BloomUp Platform (Core) Core digital mental health platform delivered via web and mobile app that connects individual consumers and employees with psychologists, coaches, and self-help tools. Includes AI-driven matching, secure video consultation sessions, automated insurance reimbursement integration, and is accessible within 48 hours.
• BloomUp Match Intelligent AI-driven online matching system that uses a series of questions to pair users with the most suitable psychologist, coach, or therapist. The proposed MagicMatch feature allows users to describe their challenge in free text for automatic matching.
• BloomUp Grow Online coaching module offering short, goal-oriented 30-minute sessions with certified psychologists or psychotherapists, including 120 mental sidekicks and 30 growth themes, with automatic reimbursement for CM and Helan members.
• BloomUp Learn Self-directed online learning platform offering growth trajectories (groeitrajecten) including podcasts, exercises, mindfulness content, and science-based e-learning modules, available in Dutch, French, English, and 12 additional languages in 2025.
• Online Therapy Video consultation sessions with recognized clinical psychologists, psychotherapists, and psychiatrists, often available within 2 days, with automatic reimbursement via CM or Helan health insurance.
• Online Coaching Short, targeted coaching sessions with a psychologist via video call, often available within 2 days, including 30-minute focused sessions tailored to immediate needs.
• Mindlab by BloomUp E-learning platform offering modules on mental health topics including stress management, burnout prevention, self-care, and supportive leadership, providing educational content for organizational development.
• Complex Accompaniment (Complexe Begeleiding) Long-term professional accompaniment for complex psychological concerns including addiction, smoking, trauma, and other sustained mental health issues, available to organizations as part of the B2B EAP suite.

Quantifiable outcome

• 48% lower burnout risk for platform users
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• CM (Christelijke Mutualiteit)coreGTM or Marketing Partner · 1 January 2026CM is a major Belgian health insurer. BloomUp users receive automatic reimbursement for psychological care through CM. Starting January 2026, CM expanded its supplementary benefit for psychological care significantly, increasing reimbursement amounts for members using BloomUp's platform.
• IDEWE (now Idewe)coreStrategic or Co-development PartnerIDEWE is a Belgian external prevention service for psychosocial aspects in the workplace. BloomUp is integrated as a partner EAP solution within IDEWE's offering, allowing IDEWE's client organizations to access BloomUp's digital mental health platform as part of a comprehensive employee wellbeing program.
• CLB Group (Externe Preventie / CLB Group EAP)coreStrategic or Co-development PartnerCLB Group's external prevention service for psychosocial aspects integrates BloomUp as their Employee Assistance Program (EAP) partner, making BloomUp's platform available to CLB Group's client base of Belgian employers seeking psychosocial risk prevention support.
• Van Breda (Care 365)minorGTM or Marketing PartnerBloomUp is featured as a partner within Van Breda's Care 365 employee wellbeing offering, positioning BloomUp as a mental health support option for Van Breda's corporate insurance and wellbeing clients.
• XeriuscoreGTM or Marketing PartnerXerius, a Belgian social insurer for self-employed professionals, partnered with BloomUp to offer mental health support to freelancers and entrepreneurs. This addresses a gap in mental health coverage for self-employed workers who lack employer-provided EAPs. The partnership includes a joint campaign 'Zelfstandigen hebben geen tijd voor een burn-out' (Self-employed have no time for a burnout) launched in October 2025.
• AcertaminorGTM or Marketing PartnerAcerta, a Belgian HR and payroll services provider, is listed as a BloomUp partner, likely referring organizations and their clients to BloomUp's wellbeing platform as part of a broader HR services ecosystem.
• HelancoreGTM or Marketing PartnerHelan is a Belgian health insurer offering supplementary reimbursement for psychology sessions. BloomUp has an automatic reimbursement integration with Helan, allowing users to receive upfront cost reductions when accessing online therapy via the BloomUp platform.
• TejominorOthersTejo is a Belgian youth mental health organization that BloomUp supports as part of its social impact commitment, displaying Tejo's logo on the BloomUp website as a supported cause.
• Suicide Prevention Belgium (Platform ter Preventie van Zelfdoding)minorOthersBloomUp supports the Suicide Prevention Belgium initiative, a key mental health crisis organization in Belgium, by displaying their logo on the BloomUp website as part of its commitment to the broader mental health ecosystem.
• Brain Injury League Belgium (Hersenletsliga)minorOthersBloomUp supports the Brain Injury League Belgium (Hersenletsliga), a Belgian organization supporting people with brain injuries and their families, as part of its broader social impact and mental health ecosystem commitment.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• OpenUp: Amsterdam-based digital mental health platform providing online therapy, coaching, and EAP services to individuals and employers across Europe. Closest direct peer — same business model (B2C + B2B EAP), same Benelux market entry point, same evidence-based psychology positioning, and direct overlap on multilingual delivery.
• Spring Health: US-based precision mental health benefit for employers combining therapy, coaching, medication, and self-guided content. Comparable offering breadth (therapy + coaching + self-help), employer sales motion, and outcomes focus; serves as a reference for BloomUp's product and GTM evolution.
• Modern Health: Global mental health platform for employers integrating therapy, coaching, meditation, and EAP with a measurement-driven approach. Comparable full-stack employer benefit model with global ambitions and outcomes reporting; overlaps directly with BloomUp's enterprise motion.
• Lyra Health: US-based mental health benefits platform offering therapy, coaching, and EAP to employers globally. Closely comparable business model — employer-purchased mental health benefit with matching, in-person + virtual care, and outcomes reporting — and a credible competitor if BloomUp expands to multinational accounts.

Regional players

• iPractice: Dutch online psychology practice offering therapy and self-help to individuals and organizations. Comparable online-first therapy model with Dutch-language delivery, but primarily focused on the Netherlands rather than Belgium; an adjacent regional peer for Benelux expansion benchmarking.
• OpenUp (Belgian subsidiary) / 1NTELEKT: Belgian workplace mental health and wellbeing provider offering online therapy, training, and consulting to organizations. Direct Belgian competitor targeting the same enterprise EAP buyers as BloomUp, with comparable B2B motion and local clinical content.

Emerging players

• Calm Business: Consumer wellness app with growing B2B arm offering meditation, sleep, and mental wellness content to employers. Partial overlap with BloomUp's self-paced learning and stress/sleep modules, but limited therapy depth — useful for understanding the consumer-to-enterprise expansion path.

Broad incumbents

• TELUS Health (formerly Lifeworks): Global EAP and wellbeing provider serving multinational employers with counseling, digital tools, and wellbeing programs. A traditional EAP incumbent with much broader geographic footprint and legacy employer relationships — relevant for benchmarking where BloomUp's digital-first model competes against traditional EAP delivery.
• SilverCloud Health (by Amwell): Digital mental health platform offering CBT-based self-help programs now part of Amwell's virtual care suite. Comparable evidence-based digital mental health content with payer/health system distribution, relevant as a benchmark for BloomUp's BloomUp Learn/e-learning modules.
• Headspace Health: Global mental wellness company combining the Headspace app, Ginger therapy/coaching, and employer EAP offerings. A broader incumbent with overlapping B2B wellbeing content, self-paced learning, and coaching — but with a much wider product portfolio and geographic reach than BloomUp.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/user158374707
• LinkedInlinkedin.com/company/bloomup-org
• Instagraminstagram.com/bloomup.talk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 BloomUp