Sleepstation

What Sleepstation does

Sleepstation, operated by Born Digital Health Ltd and headquartered in Newcastle upon Tyne, UK, delivers a digital Cognitive Behavioural Therapy for insomnia (CBTi) programme to adults with persistent sleep difficulties. The core product, Sleepstation CBTi, is registered as a Class I UKCA-marked medical device for the treatment of insomnia in adults and combines structured digital CBTi modules with personalised guidance from trained human sleep coaches. The service has been NHS-commissioned since 2012 and is currently available in 36 of 41 Integrated Care System regions of England, with cumulative usage of more than 100,000 users across 40+ countries.

The business operates three revenue streams: NHS commissioning (where patients are referred by GPs via embedded clinical system pathways and the NHS funds access), direct private purchase by individuals outside NHS-commissioned areas (paid via card, PayPal, or Stripe), and employer-sponsored access delivered as a workplace benefit with anonymised outcome reporting. Pricing for private and employer channels is not publicly disclosed. Marketing relies on clinical credibility, peer-reviewed evidence (publications in 2014, 2019, 2020), ORCHA's highest dCBTi ranking (2024), and earned media coverage rather than aggressive paid acquisition.

Sleepstation is a privately held UK limited company with a small team (1-10 employees), no disclosed external funding, and a remote-first operating model. Its competitive positioning rests on its regulated medical-device status, multi-year NHS relationships, and the integration of human sleep-coach support, which the company reports yields over 90% NHS session-completion rates and over 80% of patients reporting meaningful sleep improvement.

Name

Sleepstation

Legal name

Born Digital Health Ltd

Website

https://born-digital.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Sleepstation, operated by Born Digital Health Ltd, delivers a UKCA-marked digital CBTi programme for adults with insomnia via NHS commissioning, private purchase, and employer-sponsored access, with operations spanning 36 of 41 English ICS regions and 40+ countries.

Ownership category

akta.pro rank

Product category

Digital Sleep Healthcare Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Health Services (8000)

akta.pro primary industry

Sleep Health Coaching (HSADAGAE)

akta.pro secondary industry

Sleep Health & Recovery Education (EDAAAHAE)

Keywords

• Digital sleep therapy
• Cognitive behavioral therapy insomnia
• Digital health platform
• Online insomnia treatment
• Employee sleep programme

Headquarters

HQ city

Newcastle upon Tyne

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. NHS Commissioning: Sleepstation is commissioned by NHS Integrated Care Systems in 36 of 41 regions in England. NHS patients receive the service free of charge when referred through NHS pathways. The NHS funds access for eligible patients.
2. Private Purchase: Individuals living outside NHS-commissioned areas or preferring private access can purchase Sleepstation CBTi directly. Payment is made via debit card, credit card, PayPal or Stripe. Services remain active for specified time periods.
3. Employer-Sponsored Access: Employers can enter into contracts with Sleepstation to provide the programme as an employee benefit. Reports anonymised group data including outcomes and access rates back to employers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Sleepstation provides a digital Cognitive Behavioural Therapy for Insomnia (CBTi) programme delivered online, combining structured self-help modules with personalised one-to-one guidance from trained sleep coaches. The core product, Sleepstation CBTi, is registered as a Class I UKCA-marked medical device for the treatment of insomnia in adults and is accessed via NHS commissioning, direct private purchase, or employer-sponsored contracts. Outside the UK, the company offers Wellness Programmes delivering non-medical sleep support tools and resources.

Product overview

Sleepstation is a digital healthcare organisation offering sleep improvement programmes centred on Cognitive Behavioural Therapy for Insomnia (CBTi). The core product is Sleepstation CBTi, a Class I UKCA-marked medical device registered in the UK, which provides structured digital therapy combined with personalised guidance from trained sleep coaches. For users outside the UK, Sleepstation offers Wellness Programmes that deliver non-medical sleep support tools and resources. All programmes are delivered online, combining evidence-based CBTi methods with ongoing human support.

Differentiator

Problem solved

Functional benefit

Products and services

• Sleepstation CBTi Structured digital Cognitive Behavioural Therapy for Insomnia (CBTi) programme registered as a Class I UKCA-marked medical device for adults with insomnia, combining guided self-help with personalised support from trained sleep coaches. Available through NHS commissioning in 36 of 41 English Integrated Care System regions, direct private purchase, and employer-sponsored contracts.
• Sleepstation Wellness Programmes Tools and resources to support better sleep habits for users located outside the UK. These are not medical devices and are not intended to diagnose or treat medical conditions.

Quantifiable outcome

• More than 80% of people who complete Sleepstation CBTi report meaningful improvements in their sleep
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Newcastle upon Tyne Hospitals NHS Foundation TrustcoreStrategic or Co-development PartnerNHS services are delivered in partnership with Newcastle upon Tyne Hospitals NHS Foundation Trust. Joint data controllers for NHS patient data processing. Joint delivery of sleep support services within NHS care pathways.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CBT-i Coach: CBT-i Coach is a US Department of Veterans Affairs app providing structured CBTi for insomnia. Directly comparable in clinical methodology and target audience (adults with persistent insomnia), though distributed via a government channel rather than commercial.
• Pear Therapeutics (Somryst): Pear Therapeutics' Somryst was an FDA-authorized prescription digital therapeutic for chronic insomnia using CBTi. Direct product and regulatory comparable, though based in the US market that Sleepstation explicitly cannot serve.
• Big Health (Sleepio): Big Health's Sleepio is the most directly comparable digital CBTi programme for insomnia, delivering evidence-based cognitive behavioural therapy online with similar outcomes positioning. Both compete in the same NHS-and-employer channels with overlapping target customers.

Emerging players

• Dreem: Dreem develops sleep-tracking headbands and digital sleep coaching programmes. Overlaps with Sleepstation on digital sleep coaching for insomnia, though Dreem's primary differentiator is hardware-enabled sleep measurement.
• Oura: Oura sells a smart ring focused on sleep tracking and recovery insights. Competes for consumer mindshare on sleep improvement, though Oura emphasises tracking and wearable hardware rather than CBTi-based therapeutic intervention.

Others

• BetterHelp: BetterHelp is a large online therapy platform that addresses insomnia among other mental health concerns. Comparable only in the broader digital mental health delivery category; not a structured CBTi programme but competes for the same employer wellness budgets.

Broad incumbents

• Headspace Health: Headspace Health offers digital sleep, meditation, and mental health programmes to consumers and employers. Competes for the same employer wellness budgets and direct-to-consumer sleep improvement demand, though broader in scope than CBTi.
• Calm: Calm is a leading consumer sleep and meditation application with sleep stories, music, and behavioural content. Competes for the same consumer sleep-improvement wallet share, though Calm focuses on relaxation content rather than structured CBTi therapy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/sleepstation
• Facebookfacebook.com/sleepstation
• LinkedInlinkedin.com/company/sleepstation

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Sleepstation