Key Partners
- Employers — 20,000+ companies offer Headspace (FACT, company claim).
- Health plans — Cigna Healthcare, Kaiser Permanente; in-network therapy billing (FACT).
- Contracted coaches, therapists, psychiatrists (flex network since Mar 2025, SECONDARY).
- Apple App Store and Google Play for consumer subscriptions (FACT).
- Sword — owner since Oct 1, 2026 (FACT Help Center).
- Content partners such as the NBA (FACT release).
Key Activities
- Produce meditation, sleep, focus, and movement content (FACT App Store).
- Run Ebb, the AI companion; voice mode added 2025 (FACT).
- Triage and match members to coach, therapist, or psychiatrist (FACT).
- Enterprise and health-plan sales plus account management.
- Insurance credentialing and claims for therapy (FACT therapy page).
- Clinical research — 80+ peer-reviewed publications (FACT, company claim).
Key Resources
- Brand — reach of 100M people in 200 countries (FACT, company claim).
- Library — 500+ guided meditations, sleepcasts, focus music (FACT).
- 20,000+ company customers; Cigna, Kaiser health-plan deals (FACT).
- Care network plus in-network insurance status (FACT).
- Evidence base — 84 peer-reviewed studies (FACT, company claim).
- Ebb AI companion and member data.
Value Propositions
- Meditation, sleep, focus, mindful movement (FACT).
- Ebb — always-on AI companion for everyday emotions (FACT).
- Text-based coaching and video therapy in the same app (FACT).
- Insurance-covered therapy, copays often ~$10–$45 (FACT estimator).
- Employers — replace or upgrade the EAP with one integrated vendor (FACT).
- Company-reported outcomes — 83–85% improved anxiety/depression (FACT claim).
Customer Relationships
- Free trial, then auto-renewing subscription (FACT).
- Daily habit loops — streaks, recommendations, progress tracking (FACT).
- Ebb — 2M+ messages exchanged in early rollout (FACT).
- Matched coach or therapist for personal care (FACT).
- Account management for employers and health plans.
Channels
- iOS and Android apps; headspace.com web checkout (FACT).
- Employer benefits and EAP replacement deals (FACT).
- Health plans and insurer networks (Cigna, Kaiser) (FACT).
- In-app insurance check for therapy (FACT).
- Brand marketing, content, and partnerships.
Customer Segments
- Individual subscribers (US $12.99/mo or $69.99/yr) (FACT).
- Families (up to 6) and students (FACT).
- Employees at 20,000+ companies (FACT, company claim).
- Health-plan members (Cigna, Kaiser) (FACT).
- Therapy patients billed to insurance, US adults 18+ (FACT).
- Buyers — HR, benefits leaders, health plans, governments.
Cost Structure
- Clinician pay — coaches, therapists, psychiatrists (variable).
- Content studio and Ebb AI development (largely fixed).
- Enterprise sales, account management, marketing.
- Apple and Google fees on in-app subscriptions.
- 2024 reset — 13% layoffs; therapists to contractors (SECONDARY).
- EBITDA profitable per CEO, late 2025 (SECONDARY).
Revenue Streams
- Solo $12.99/mo or $69.99/yr (US) (FACT).
- Family $99.99/yr for 6; Student $9.99/yr (FACT).
- Coaching $99.99/mo, 3 text sessions (FACT).
- Employer and health-plan contracts (quote only).
- Therapy billed to insurance, plus copays (FACT).
- >$200M revenue; sold for ~$300M (SECONDARY).