GoalsWon
GoalsWon is a bootstrapped Australian company founded in 2020 that pairs individual subscribers with trained human accountability coaches for daily check-ins, goal tracking, and monthly video calls via iOS, Android, and web apps, at $60-$90 per month.
- Company typePrivate
- Founded2020
- HeadquartersMalvern, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What GoalsWon does
GoalsWon is an Australian private company founded in 2020 that operates a daily accountability coaching platform pairing individual subscribers with a curated roster of trained human coaches. Users complete an onboarding questionnaire and are matched with a dedicated coach based on their goals, personality, and preferences; coaches then send personalized daily check-in messages, respond with feedback and actionable advice, and conduct monthly video calls. The product is delivered through a custom cross-platform application available on iOS, Android, and web, with features including the Inbox, custom progress reports and graphs, milestone awards, emoji reactions, starred messages, Year Targets (annual goals mapped to monthly milestones), and — as of April 2026 — an API, CLI, and MCP integration layer. The underlying technology centers on the coaching workflow and the coach-matching algorithm rather than AI; behavioral change techniques are grounded in positive psychology, CBT, and habit formation research reviewed against meta-analyses, with academic oversight from a science advisor holding a PhD in Psychology.
GoalsWon monetizes through two recurring subscription tiers: a monthly plan at $90 per month with a 7-day free trial, and an annual plan at $720 per year (effectively $60/month, saving $360 annually) with a 14-day free trial. There are no contracts or lock-ins and cancellation is self-serve. Customer acquisition runs through a product-led, self-serve motion on the website and mobile app stores, supplemented by content marketing (blog, SEO) and a 20% recurring-commission affiliate program (paid for the first 6 months per referred paying customer). The company also operates a 1-for-1 pro-bono charity program in which each paid subscription funds a free account for individuals at high-impact nonprofits spanning AI safety, animal welfare, global health, and effective altruism — serving as both a brand differentiator and a customer-acquisition vector in mission-driven communities.
GoalsWon is bootstrapped, founder-owned, and registered in Australia as Goals Won Pty Ltd (ACN 641227723), headquartered in Malvern, Victoria. The company is led by co-founders Joel Patrizio (CEO) and Simon Newstead (Investor), supported by advisors covering science, product, and coaching. Since launch it has helped over 1,300 customers across 120+ countries and reports a 94% goal-achievement rate among clients, a 4.6-star average rating across 229+ app reviews, and a 90%+ long-term retention rate in a 6-month charity beta program. No external funding has been disclosed.
GoalsWon firmographics
Firmographics- Name
- GoalsWon
- Legal name
- Goals Won Pty Ltd
- Website
- https://goalswon.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GoalsWon is a bootstrapped Australian company founded in 2020 that pairs individual subscribers with trained human accountability coaches for daily check-ins, goal tracking, and monthly video calls via iOS, Android, and web apps, at $60-$90 per month.
- Ownership category
- akta.pro rank
GoalsWon industry classification
Industry- Product category
- Personal Development Coaching
- NAICS
- Educational Support Services (61171), Professional and Management Development Training (61143)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Wellness Program Design & Accountability Coaching (HSADAGAC)
- akta.pro secondary industry
- Executive Function Coaching (Planning, Organization, Time Management) (EDAMAIAB)
Keywords
Where GoalsWon is headquartered
LocationHeadquarters
- HQ city
- Malvern
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
GoalsWon business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription Coaching - Monthly: Monthly subscription providing access to dedicated human accountability coach, daily check-ins, personalized feedback, and monthly video calls. Auto-renews monthly until cancelled.
- Subscription Coaching - Annual: Annual subscription with same coaching benefits as monthly; offered at discounted rate of $720/year ($60/month) compared to $90/month, with 14-day free trial instead of 7-day.
- Affiliate Program: 20% recurring commissions paid to affiliates for the first 6 months for each referred customer who enters a paid plan following their free trial.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription with 7-day free trial |
| Subscription | Annual | Annual subscription with 14-day free trial, saves $360 |
| Subscription | Pay-as-you-go | Affiliate commission structure |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
GoalsWon product offering
Product offeringCore offering
GoalsWon delivers daily accountability coaching through a dedicated mobile and web application, matching each subscriber with a trained human coach who sends personalized daily check-in messages, provides feedback and encouragement, and conducts monthly video calls. The service is built on positive psychology, CBT, and habit formation research, and is available on iOS, Android, and web platforms with subscription plans of $90/month or $720/year, each preceded by a free trial.
Product overview
GoalsWon is a human accountability coaching platform that connects users with dedicated accountability coaches for daily check-ins and goal achievement support. The core offering consists of the GoalsWon App (available on iOS, Android, and web) paired with Human Accountability Coaching services featuring daily personalized check-ins, monthly video calls, and custom progress reporting. The platform also includes an Affiliate Program for partner referrals and a Pro-bono Charity Program providing free accounts for high-impact nonprofit workers. The service is built on behavior change science and positive psychology principles.
Differentiator
Problem solved
Functional benefit
Products and services
- GoalsWon App Mobile and web accountability coaching application available on iOS, Android, and web that pairs users with dedicated human coaches for daily check-ins, goal tracking, and personalized feedback. Features include Inbox, Reports, Dark Mode, batch editing, chat search, image filters, and data export.
- Human Accountability Coaching Core coaching service providing daily personalized check-ins from a dedicated matched coach, monthly video calls, custom progress reports and graphs, and milestone awards. Coaches are matched based on user goals, personality, and preferences; users can switch coaches at any time.
- Affiliate Program Partner program offering 20% recurring commissions for the first 6 months to partners who refer customers who enter paid plans. Affiliates receive unique referral links, marketing materials, and a performance dashboard.
- Pro-bono Charity Program Social impact program providing free GoalsWon subscriptions to individuals from high-impact charities working on AI safety, S-risks, animal welfare, global health, mental wellbeing, and community building, with each paid subscription funding one free account.
Quantifiable outcome
- 94% of goals achieved by clients
- +3 more outcomes
Companies that use GoalsWon
Customer profileNamed customers11 records
Segments1 record
Ideal customer profiles1 record
GoalsWon technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
GoalsWon partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered minor.
- Animal Advocacy AfricaminorCoached pro-bono client organization. GoalsWon provides free accountability coaching subscriptions to high-impact charity founders and entrepreneurs working on important global problems.
- Centre for Effective AltruismminorPro-bono coaching client organization. Supported through the 1-for-1 charity program where each paid subscription funds a free account for someone doing good in the world.
- MeditominorPro-bono client organization; meditation app co-founded by Gareth Yorke who credits GoalsWon coaching with helping grow the app to millions of users.
- Open PhilanthropyminorPro-bono coaching client. One of the organizations supported through the 1-for-1 charity program targeting high-impact causes.
- Future MattersminorPro-bono charity client supported through the 1-for-1 program.
- Happier Lives InstituteminorPro-bono coaching client; organization focused on global health and wellbeing.
- Legal Priorities ProjectminorPro-bono charity client organization.
- Redwood ResearchminorPro-bono coaching client focused on AI safety research.
- Schmidt FuturesminorPro-bono charity client supported through the 1-for-1 program.
- Shrimp Welfare ProjectminorPro-bono coaching client; animal welfare organization.
- The Future SocietyminorPro-bono charity client; AI governance and policy organization.
- Vida PlenaminorPro-bono coaching client founded by Joy Bittner; focuses on mental wellbeing and personal development.
- Effective Self HelpminorPro-bono charity client supported through the 1-for-1 program.
- inoqominorPro-bono coaching client; sustainability-focused company founded by Simon Haberfellner.
- OvercomeminorPro-bono charity client; founded by John Salter to support personal and professional improvement.
- SeadsminorPro-bono charity client supported through the 1-for-1 program.
- Sentient FuturesminorPro-bono charity client focused on animal welfare and effective altruism.
- ApartminorPro-bono charity client supported through the 1-for-1 program.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
GoalsWon competitors and assessment
Company assessmentDirect peers
- StickK: StickK is a commitment device / accountability platform that lets users put money or social pressure behind their goals, sharing the behavioral accountability lens that underpins GoalsWon's daily check-in model.
- Coach.me: Coach.me is a habit-tracking and accountability coaching platform that pairs users with human coaches for daily check-ins and goal progress — essentially the same product proposition as GoalsWon, including subscription coaching tiers and habit gamification.
- Focusmate: Focusmate provides scheduled virtual accountability co-working sessions, directly competing with GoalsWon's daily accountability value proposition for productivity and goal-achievement use cases among remote workers and self-improvers.
Broad incumbents
- BetterUp: BetterUp is the scaled incumbent in 1:1 human coaching, offering executive and professional coaching via an enterprise platform. It overlaps with GoalsWon's accountability/coaching thesis but serves a higher-end B2B audience with a much larger coach network and funding base.
- Omada Health: Omada provides health coaching with digital tools for chronic disease prevention and behavior change. It overlaps with GoalsWon on coaching + digital follow-up, though anchored to employer/payer contracts rather than direct-to-consumer subscriptions.
- Noom: Noom combines behavior-change coaching (human coaches + CBT/AI) with goal-based programs. While focused on weight loss, its subscription model and human-coach-plus-app approach parallel GoalsWon's structure, giving it a scalable template that could expand into GoalsWon's broader goal-achievement territory.
- Calm Business: Calm offers subscription mental wellness content alongside coaching and meditation experiences for consumers and B2B. It overlaps with GoalsWon's wellness/productivity audience and self-serve subscription distribution, but centers on passive content rather than active daily accountability.
- Headspace for Work: Headspace is a major subscription mental wellness and behavior change platform with a B2B offering. It addresses similar self-improvement and habit-building needs as GoalsWon, but delivers via content/coaching sessions rather than daily accountability.
Emerging players
- Habitica: Habitica gamifies habits and daily tasks with social accountability. It's a free/open-source alternative addressing the same self-improvement audience GoalsWon targets, though without the dedicated human coach component that differentiates GoalsWon.
- Marigold Health: Marigold combines peer support with accountability/goal-tracking for behavior change, often with coach or facilitator involvement. It targets a similar outcomes-driven, accountability-focused user to GoalsWon, though anchored more in mental health support than general goal achievement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GoalsWon social profiles
Digital presenceGoalsWon financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoalsWon leadership team
Management profileNumber of profiles
Profiles5 records
GoalsWon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoalsWon 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 GoalsWon
What does GoalsWon do?
GoalsWon delivers daily accountability coaching through a dedicated mobile and web application, matching each subscriber with a trained human coach who sends personalized daily check-in messages, provides feedback and encouragement, and conducts monthly video calls. The service is built on positive psychology, CBT, and habit formation research, and is available on iOS, Android, and web platforms with subscription plans of $90/month or $720/year, each preceded by a free trial.
Is GoalsWon a public or private company?
GoalsWon is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GoalsWon founded?
GoalsWon was founded in 2020. It employs 1 to 10 people.
Where is GoalsWon based?
GoalsWon is headquartered in Malvern, Australia, in the Oceania region.
How does GoalsWon make money?
Three revenue lines are on record. Subscription Coaching - Monthly is the primary driver. The others are subscription Coaching - Annual and affiliate Program.
Who are GoalsWon's main competitors?
Direct peers on record are StickK, Coach.me and Focusmate. Broad incumbents are BetterUp, Omada Health, Noom, Calm Business and Headspace for Work. Emerging players are Habitica and Marigold Health.
Does GoalsWon have an API?
Yes. GoalsWon offers an API with CLI/MCP integration. Version 2.6.5 includes API/CLI/MCP integration capabilities for developers. The API enables programmatic access to GoalsWon features including manual sorting, Inbox, Reports, and inline editing. Specific authentication methods, rate limits, and versioning details not specified in available documentation.
What industry is GoalsWon in?
GoalsWon's product category is Personal Development Coaching. Its primary akta.pro industry code is HSADAGAC, Wellness Program Design & Accountability Coaching, with a secondary code of EDAMAIAB, Executive Function Coaching (Planning, Organization, Time Management). Its NAICS code is 61171 and its SIC code is 8742.