Paace
Paace is a London-based mobile rewards platform that converts physical activity (steps, runs, cycles) tracked via Apple Health and Google Fit into points redeemable at 400+ local SMB partners, primarily coffee shops, restaurants, and exercise studios.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Paace does
Paace is a London-based digital wellness rewards platform that converts physical activity into redeemable points. Its consumer-facing mobile app integrates with Apple Health and Google Fit to track steps, runs, and cycles, automatically converting movement into Paace Points that users redeem for discounts at a network of local SMB partners across coffee, lunch, and exercise verticals. As of the disclosed period, the platform claims 140k+ users and 400-450+ partner businesses, all concentrated in London.
The underlying technology stack centers on a mobile application (iOS and Android) with health-platform integrations as the primary data ingestion layer, a points engine for conversion logic, a partner-facing portal (partners.paace.co) for SMB onboarding and offer management, and — most recently — a Tillo API integration that extends the reward catalog to national gift card brands. A social "Leagues" feature adds a community/competition layer intended to drive user retention through peer accountability. The product is GDPR-compliant and processes partner-side customer data under UK data protection rules.
Paace monetizes exclusively through per-customer transaction fees paid by partner SMBs on a tiered monthly basis (15p for 0-50 customers, 12p for 51-100, 10p for 101+). The consumer app is free. The company is privately held, was founded in 2022 by Ed Page and Seb Cohen (with Matthew Roelle as CTO/co-founder per leadership disclosure), and bootstrapped via a UK government grant. It has no disclosed institutional funding and operates with a 1-10 person team.
Paace firmographics
Firmographics- Name
- Paace
- Legal name
- Paace Ltd
- Website
- https://paace.co
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Paace is a London-based mobile rewards platform that converts physical activity (steps, runs, cycles) tracked via Apple Health and Google Fit into points redeemable at 400+ local SMB partners, primarily coffee shops, restaurants, and exercise studios.
- Ownership category
- akta.pro rank
Paace industry classification
Industry- Product category
- Wellness Rewards Platform
- akta.pro primary industry
- Rental, Sharing & Peer‑to‑Peer Local Asset Platforms (Tools, Storage, Parking) (BPAMAHAM)
Keywords
Where Paace is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Paace business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Partner Transaction Fees: Paace charges business partners a per-customer fee based on volume tiers. Partners receive new customers sent via the platform and pay: 15p per customer (0-50 customers), 12p per customer (51-100 customers), 10p per customer (101+ customers). Payment is made monthly via direct debit.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Partner tier 1: 0-50 customers |
| Transaction based/ take rate | Monthly | Partner tier 2: 51-100 customers |
| Transaction based/ take rate | Monthly | Partner tier 3: 101+ customers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Paace product offering
Product offeringCore offering
Paace operates a mobile application that converts users' physical activity (steps, runs, and cycles) tracked via Apple Health and Google Fit into Paace Points, which can be redeemed for discounts and rewards at a network of partner businesses including coffee shops, restaurants, and exercise studios. The company also operates a dedicated Partners Platform (partners.paace.co) where local businesses can sign up, list offers, and pay per-customer transaction fees in exchange for new footfall from health-conscious users.
Product overview
Paace is a wellness rewards platform consisting of a mobile application (Paace Mobile App) that tracks users' physical activity and awards Paace Points, which can be redeemed for discounts at a network of partner businesses. The platform includes a Partners Platform for businesses to list offers, and a social Leagues feature for friendly competition. The core value proposition connects physical wellness with commercial rewards, enabling users to turn steps into savings while helping partner businesses drive footfall.
Differentiator
Problem solved
Functional benefit
Products and services
- Paace Mobile App A free consumer mobile application (iOS and Android) that tracks daily steps, runs, and cycles via Apple Health and Google Fit, converts physical activity into Paace Points, and lets users redeem those points for discounts at partner businesses including coffee shops, lunch spots, and exercise studios.
- Paace Partners Platform A self-serve partner portal that enables local coffee shops, restaurants, and exercise studios in London to list discount offers, set minimum 15% discounts, and receive new health-conscious customers from the Paace user base in exchange for per-customer transaction fees.
Quantifiable outcome
- 140k+ users in London
- +3 more outcomes
Companies that use Paace
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Paace technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Paace partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TillocoreTillo is a global gift card network. Through Tillo's single API integration, Paace users can now exchange points earned from daily steps for rewards across a growing network of retailers. This partnership supports Paace's mission to help people move more and save more while enabling rapid geographic growth.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Paace competitors and assessment
Company assessmentDirect peers
- BetterPoints: UK-based rewards platform that incentivizes physical activity (walking, cycling, running) with points redeemable at retailers and partner businesses. Same geographic market (UK), same B2C/B2B model, same step-tracking + reward-redemption mechanic as Paace.
- MoveSpring: MoveSpring runs corporate wellness step challenges with leaderboards and prize/reward structures for active employees. Highly comparable on the social/leagues feature and the activity-to-reward mechanic, though focused on B2B wellness programs rather than consumer SMB redemptions.
- Sweatcoin: Sweatcoin is the most direct comparable: a mobile app that converts steps into a digital currency redeemable for goods, services, and discounts from partner brands. Like Paace, it gamifies physical activity and monetizes via partner relationships—making it the closest product, business model, and target-market match.
- Achievement: Achievement is a consumer app that pays users for physical activities (walking, running, logging meals, etc.) with cash or gift-card rewards, funded by advertiser/partner sponsors. Same consumer activity-to-reward motion as Paace, with a different monetization mix (advertiser-funded vs. per-customer partner fees).
- StepBet: StepBet gamifies step-counting through pooled betting challenges where users win cash prizes by meeting activity goals. Closely overlaps with Paace on the activity-meets-rewards proposition and consumer target, with a different reward mechanism (real-money pots vs. SMB discounts).
Broad incumbents
- Virgin Pulse / Personify Health: Personify Health (formerly Virgin Pulse) is a major corporate wellness platform combining activity tracking, challenges, and reward redemption for employees of large enterprises. Comparable on the activity-tracking-plus-rewards model and the social challenges feature, though targeting employers rather than consumers.
- Runkeeper (ASICS): Runkeeper is a major activity-tracking app owned by ASICS with a built-in step/run-tracking infrastructure and partner offers/sponsored challenges. It is an incumbent in the broader activity-tracking category that Paace competes for user attention with and could expand into rewards.
- Vitality: Vitality is the dominant UK/global health insurer-linked wellness rewards program, offering discounts and perks (including at retailers and fitness partners) tied to physical activity. It is a much larger incumbent serving the same fundamental motion—rewarding activity with merchant value—but as part of an insurance/wellness ecosystem rather than a standalone SMB discount app.
Emerging players
- Limeade: Limeade is a corporate wellbeing platform offering activity tracking, challenges, and reward programs integrated with benefits systems. Comparable on the activity-tracking-plus-incentives model, though primarily B2B and focused on broader wellbeing rather than consumer SMB discounts.
- Wellable: Wellable provides customizable corporate wellness programs including step challenges, leaderboards, and reward redemption. Shares the activity-tracking-plus-rewards mechanic and the social/competitive engagement layer (similar to Paace Leagues) but operates B2B rather than direct-to-consumer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Paace social profiles
Digital presencePaace compliance and trust
Trust signalCompliance1 record
Paace financial estimates
Financial estimateRevenue estimate
Valuation estimate
Paace leadership team
Management profileNumber of profiles
Profiles3 records
Paace funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Paace 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 Paace
What does Paace do?
Paace operates a mobile application that converts users' physical activity (steps, runs, and cycles) tracked via Apple Health and Google Fit into Paace Points, which can be redeemed for discounts and rewards at a network of partner businesses including coffee shops, restaurants, and exercise studios. The company also operates a dedicated Partners Platform (partners.paace.co) where local businesses can sign up, list offers, and pay per-customer transaction fees in exchange for new footfall from health-conscious users.
Is Paace a public or private company?
Paace is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Paace founded?
Paace was founded in 2022. It employs 1 to 10 people.
Where is Paace based?
Paace is headquartered in London, United Kingdom, in the Europe region.
How does Paace make money?
One revenue line is on record: partner Transaction Fees.
Who are Paace's main competitors?
Direct peers on record are BetterPoints, MoveSpring, Sweatcoin, Achievement and StepBet. Broad incumbents are Virgin Pulse / Personify Health, Runkeeper (ASICS) and Vitality. Emerging players are Limeade and Wellable.
Does Paace have an API?
No public API is recorded for Paace.
What industry is Paace in?
Paace's product category is Wellness Rewards Platform. Its primary akta.pro industry code is BPAMAHAM, Rental, Sharing & Peer‑to‑Peer Local Asset Platforms (Tools, Storage, Parking).