wellness
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Fresha raises $100M for its beauty and wellness booking platform and marketplace
Beauty and wellness businesses have come roaring back to life with the decline of COVID-19 restrictions, and a startup that’s built a platform that caters to the many needs of small enterprises in the industry today is announcing a big round of funding to grow with them.
Fresha — a multipurpose commerce tool for independent wellness and beauty businesses such as hair, nail and skin salons, yoga instructors and more, based first and foremost around a completely free subscription platform for those businesses to schedule bookings from customers — has picked up $100 million.
Fresha plans to use the funds to expand the list of countries where it operates, to grow the categories of companies that use its services (mental health practitioners is one example; fitness is another) and to build more services complementing what it already provides, helping customers do their work by providing them with more insights and data about what they do already. It will also be making acquisitions to expand its customer base.
General Atlantic is leading this Series C, with Huda Kattan, Michael Zeisser of FMZ Ventures and Jonathan Green of Lugard Road Capital also participating, along with past investors Partech, Target Global and FJ Labs.
Fresha has raised $132 million to date, and it’s not disclosing its valuation. But as a point of reference, when it closed its Series B (as Shedul; the company rebranded in February 2020), it was valued at $105 million.
Chances are that figure is significantly higher now.
Fresha’s current range of services include a free-to-use platform for booking appointments; free software for managing accounts; a payments service that includes both a physical point of sale and digital interface; and a wider marketplace both to provide goods to the businesses (B2B); and for the businesses to sell goods to customers (B2C).
The London-based company has 50,000 business customers and 150,000 stylists and professionals in 120+ countries (mostly in the U.K., the U.S., Canada, Australia, New Zealand and Europe), with some 250 million appointments booked to date.
And while many businesses did have to curtail how they operated (and in some countries had to stop operating altogether), Fresha found that it was attracting a lot of new business in part because of its “free” model that meant customers didn’t have to pay to maintain a booking platform at a time when they weren’t taking bookings, but could use Fresha to generate revenues in other ways (such as through the sale of goods, vouchers for future services and more.)
So in a year when you might have thought that a company based around providing services to industries that were hard hit by COVID would have also been hard-hit, in fact Fresha saw a 30x increase in card payment transactions versus the year before, and more than $12 billion worth of booking appointments made on its platform.
In a market that is very crowded with tech companies building platforms to book beauty (and other) services and to manage the business of independent retailers — they include giants like Lightspeed POS, as well as smaller players like Booksy (which also recently raised) and StyleSeat, but also players like Square and PayPal, and many others — the core of Fresha’s offering is a booking platform built as a totally free product.
Why free? To attract more users to its other services (such as payments, which do come at a price), and because co-founders William Zeqiri (CEO) and Nick Miller (product chief) — pictured above, respectively left and right — think this the only way to build a business like this in a crowded market.
“We believe that software is a commodity,” said Zeqiri in an interview. “A lot of our competitors are beating each other on price to the bottom. We wanted to consolidate the supply side of the software, gather data about the businesses, how they use what they use.”
That data led, first, to identifying the need for and building out software and launching its B2B and B2C marketplaces, and the idea is that it will likely lead to more products as it continues to mature, whether it’s better analytics for its current customers so that they can better price or develop their services accordingly, or entirely new tools for new categories of users.
Meanwhile, the services that it already provides, like payments, have taken off like a shot, not least because they’ve served a need for any virtual transactions, like selling vouchers or items.
Miller noted that while a lot of its customers actually interface with tech with a lot of reluctance — they are the essence of “physical” retailers when you think about it — they also found themselves having to use more digital services simply because of circumstances. “Looking back at what happened, tech adoption accelerated for our customers,” said Miller. He said that current customers usage for the point-of-sale systems and online payments is roughly equal.
Looking ahead, Fresha’s investor list is notable for its strategic mix and might shed some light on how it grows. Kattan, a “beauty influencer” and the founder of Huda Beauty, is investing by way of HB Investments, a strategic venture arm; while Zeisser’s FMZ focuses on “experience economy” investments today, but he himself has a long history working at tech companies building marketplaces, including years with Alibaba as head of its U.S. investment practice. These speak to areas where Fresha is likely interested in expanding its reach — more marketplace activity; and perhaps more social media angles and exposure for its customers at a time when social media really has become a key way for beauty and wellness businesses to market themselves.
“Fresha has emerged as a leader powering the beauty and wellness industry,” said Aaron Goldman, Global co-head of financial services and managing director at General Atlantic, in a statement. “William, Nick and the Fresha team have built a product that is resonating with the market and creating long-term value through the intersection of its payments, software and marketplace offerings. We are thrilled to be partnering with the company and believe Fresha has significant opportunity to further scale its innovative platform.”
“I’ve witnessed firsthand the positive impact Fresha has for beauty entrepreneurs,” added Kattan. “The company is a force for good in the growing community of beauty professionals around the globe, who are increasingly adopting a self-employed approach. By making top business software accessible without any subscription fees, Fresha lets professionals focus on what they do best — offering great experiences for their customers.”
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Mental health app Wysa raises $5.5M for ’emotionally intelligent’ AI
It’s hard enough to talk about your feelings to a person; Jo Aggarwal, the founder and CEO of Wysa, is hoping you’ll find it easier to confide in a robot. Or, put more specifically, “emotionally intelligent” artificial intelligence.
Wysa is an AI-powered mental health app designed by Touchkin eServices, Aggarwal’s company that currently maintains headquarters in Bangalore, Boston and London. Wysa is something like a chatbot that can respond with words of affirmation, or guide a user through one of 150 different therapeutic techniques.
Wysa is Aggarwal’s second venture. The first was an elder care company that failed to find market fit, she says. Aggarwal found herself falling into a deep depression, from which, she says, the idea of Wysa was born in 2016.
In March, Wysa became one of 17 apps in the Google Assistant Investment Program, and in May, closed a Series A funding round of $5.5 million led by Boston’s W Health Ventures, the Google Assistant Investment Program, pi Ventures and Kae Capital.
Wysa has raised a total of $9 million in funding, says Aggarwal, and the company has 60 full-time employees and about three million users.
The ultimate goal, she says, is not to diagnose mental health conditions. Wysa is largely aimed at people who just want to vent. Most Wysa users are there to improve their sleep, anxiety or relationships, she says.
“Out of the 3 million people that use Wysa, we find that only about 10% actually need a medical diagnosis,” says Aggarwal. If a user’s conversations with Wysa equate with high scores on traditional depression questionnaires like the PHQ-9 or the anxiety disorder questionnaire GAD-7, Wysa will suggest talking to a human therapist.
Naturally, you don’t need to have a clinical mental health diagnosis to benefit from therapy.
Wysa isn’t intended to be a replacement, says Aggarwal (whether users view it as a replacement remains to be seen), but an additional tool that a user can interact with on a daily basis.
“Sixty percent of the people who come and talk to Wysa need to feel heard and validated, but if they’re given techniques of self help, they can actually work on it themselves and feel better,” Aggarwal continues.
Wysa’s approach has been refined through conversations with users and through input from therapists, says Aggarwal.
For instance, while having a conversation with a user, Wysa will first categorize their statements and then assign a type of therapy, like cognitive behavioral therapy or acceptance and commitment therapy, based on those responses. It would then select a line of questioning or therapeutic technique written ahead of time by a therapist and begin to converse with the user.
Wysa, says Aggarwal, has been gleaning its own insights from more than 100 million conversations that have unfolded this way.
“Take for instance a situation where you’re angry at somebody else. Originally our therapists would come up with a technique called the empty chair technique where you’re trying to look at it from the other person’s perspective. We found that when a person felt powerless or there were trust issues, like teens and parents, the techniques the therapists were giving weren’t actually working,” she says.
“There are 10,000 people facing trust issues who are actually refusing to do the empty chair exercise. So we have to find another way of helping them. These insights have built Wysa.”
Although Wysa has been refined in the field, research institutions have played a role in Wysa’s ongoing development. Pediatricians at the University of Cincinnati helped develop a module specifically targeted toward COVID-19 anxiety. There are also ongoing studies of Wysa’s ability to help people cope with mental health consequences from chronic pain, arthritis and diabetes at The Washington University in St. Louis and The University of New Brunswick.
Still, Wysa has had several tests in the real world. In 2020, the government of Singapore licensed Wysa, and provided the service for free to help cope with the emotional fallout of the coronavirus pandemic. Wysa is also offered through the health insurance company Aetna as a supplement to Aetna’s Employee Assistance Program.
The biggest concern about mental health apps, naturally, is that they might accidentally trigger an incident, or mistake signs of self harm. To address this, the U.K.’s National Health Service (NHS) offers specific compliance standards. Wysa is compliant with the NHS’ DCB0129 standard for clinical safety, the first AI-based mental health app to earn the distinction.
To meet those guidelines, Wysa appointed a clinical safety officer, and was required to create “escalation paths” for people who show signs of self harm.
Wysa, says Aggarwal, is also designed to flag responses to self-harm, abuse, suicidal thoughts or trauma. If a user’s responses fall into those categories Wysa will prompt the user to call a crisis line.
In the U.S., the Wysa app that anyone can download, says Aggarwal, fits the FDA’s definition of a general wellness app or a “low risk device.” That’s relevant because, during the pandemic, the FDA has created guidance to accelerate distribution of these apps.
Still, Wysa may not perfectly categorize each person’s response. A 2018 BBC investigation, for instance, noted that the app didn’t appear to appreciate the severity of a proposed underage sexual encounter. Wysa responded by updating the app to handle more instances of coercive sex.
Aggarwal also notes that Wysa contains a manual list of sentences, often containing slang, that they know the AI won’t catch or accurately categorize as harmful on its own. Those are manually updated to ensure that Wysa responds appropriately. “Our rule is that [the response] can be 80%, appropriate, but 0% triggering,” she says.
In the immediate future, Aggarwal says the goal is to become a full-stack service. Rather than having to refer patients who do receive a diagnosis to Employee Assistant Programs (as the Aetna partnership might) or outside therapists, Wysa aims to build out its own network of mental health suppliers.
On the tech side they’re planning expansion into Spanish, and will start investigating a voice-based system based on guidance from the Google Assistant Investment Fund.
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Plant-centered prepared food delivery startup Thistle raises $10.3 million
Eating less meat is the easiest way for anyone to lower their carbon footprint, and the prepared food delivery startup Thistle has just raised $10.3 million to make that choice even easier for consumers.
The company delivers plant-based full menus (with meat options available for customers that want them) for its customers, along with a range of juices and sides.
That pitch of making tweaks to customer behavior for more conscious consumerism and healthy eating was enough to attract Series B funding from PowerPlant Ventures, with participation from Siddhi Capital, Alumni Ventures Group and the venture arm of Rich Products Corp.
The company said it would use the financing to expand geographically — setting up a production facility on the East Coast to bring its healthy prepared meals to potential customers along the Eastern seaboard.
“With this funding, we’ll be able to support even more people through scientific, evidence-based principles of nutrition that lead to optimal wellness, enjoyable eating, and a healthier planet,” said Ashwin Cheriyan, co-founder and CEO of Thistle in a statement.
Since its launch seven years ago, Thistle has served more than 5 million meals, and is intent to not just launch in new geographies, but provide more robust services for its customers. Those services will include virtual consultations with an in-house registered Thistle dietitian who can give customers guidance on the best diet for their needs, the company said.
The new offering was born from customer feedback, according to chief operating officer and Thistle co-founder Shiri Avnery.
“We tested the program last fall, and the responses were overwhelmingly positive. We’re excited to be able to officially roll out the program to our customers this month, with the primary goal to further support our customers along each stage of their wellness journey,” Avnery said.
The husband and wife duo offer menu plans starting at $42 a week or $11.50 per meal, according to the company’s website, and all meals are gluten and dairy-free (with vegan options available).
The financing for Thistle comes during a plant-based food boom that’s been sweeping the nation — and the nation’s investors.
“Eating a plant-forward diet is the single most impactful way to reduce your overall environmental footprint, reducing climate change, pollution, resource consumption, and species extinction,” said Dan Gluck, managing partner of PowerPlant Ventures, in a statement. “Consumer demand for plant-based foods is outperforming total food growth today, and this trend is expected to increase over the next decade as more people realize that eating more plants is a critical component to the long-term health of both the planet and our population.”
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Legacy, a sperm testing and freezing service, just raised $3.5 million to send the message to men: get checked
Legacy, a male fertility startup, has just raised a fresh, $3.5 million in funding from Bill Maris’s San Diego-based venture firm, Section 32, along with Y Combinator and Bain Capital Ventures, which led a $1.5 million seed round for the Boston startup last year.
We talked earlier today with Legacy’s founder and CEO Khaled Kteily about his now two-year-old, five-person startup and its big ambitions to become the world’s preeminent male fertility center. Our biggest question was how Legacy and similar startups convince men — who are generally less concerned with their fertility than women — that they need the company’s at-home testing kits and services in the first place.
“They should be worried about [their fertility],” said Kteily, a former healthcare and life sciences consultant with a master’s degree in public policy from the Harvard Kennedy School. “Sperm counts have gone down 50 to 60% over the last 40 years.” More from our chat with Legacy, a former TechCrunch Battlefield winner, follows; it has been edited lightly for length.
TC: Why start this company?
KK: I didn’t grow up wanting to be the king of sperm [laughs]. But I had a pretty bad accident — a second-degree burn on my legs after having four hot Starbucks teas spill on my lap in a car — and between that and a colleague at the Kennedy School who’d been diagnosed with cancer and whose doctor suggested he freeze his sperm ahead of his radiation treatments, it just clicked for me that maybe I should also save my sperm. When I went into Cambridge to do this, the place was right next to the restaurant Dumpling House and it was just very awkward and expensive and I thought, there must be a better way of doing this.
TC: How do you get started on something like this?
KK: This was before Ro and Hims began taking off, but people were increasingly comfortable doing things from their own homes, so I started doing research around the idea. I joined the American Society of Reproductive Medicine. I started taking continuing education classes about sperm…
TC: Women are under so much pressure from the time they turn 30 to monitor their fertility. Aside from extreme circumstances, as with your friend, do men really think about testing their sperm?
KK: Men should be worried about it, and they should be taking responsibility for it. What a lot of folks don’t know is for every one in seven couples that are actively trying to get pregnant, the man is equally responsible [for their fertility struggles]. Women are taught about their fertility but men aren’t, yet the quality of their sperm is degrading over the years. Sperm counts have gone down by 50 to 60% over the last 40 years, too.
TC: Wait, what? Why?
KK: [Likely culprits are] chemicals in plastics, chemicals in what we eat eat and drink, changes in lifestyle; we move less and eat more, and sperm health relates to overall health. I also think mobile phones are causing it. I will caveat this by saying there’s been mixed research, but I’m convinced that cell phones are the new smoking in that it wasn’t clear that smoking was as dangerous as it is when the research was being conducted by companies that benefited by [perpetuating cigarette use]. There’s also a generational decline in sperm quality [to consider]; it poses increased risk to the mother but also the child, as the risk of gestational diabetes goes up, as well as the rate of autism and other congenital conditions.
TC: You’re selling directly to consumers. Are you also working with companies to incorporate your tests in their overall wellness offerings?
KK: We’re investing heavily in business-to-business and expect that to be a huge acquisition channel for us. We can’t share any names yet, but we just signed a big company last week and have a few more in the works. These are mostly Bay Area companies right now; it’s an area where our experience as a YC alum was valuable because of the founders who’ve gone through and now run large companies of their own.
TC: When you’re talking with investors, how do you describe the market size?
KK: There are four million couples that are facing fertility challenges and in all cases, we believe the man should be tested. So do [their significant others]. Almost half of purchases [of our kits] are by a female partner. We also see men in the military freezing their sperm before being deployed, same-sex couples who plan to use a surrogate at some point and transgender patients who are looking at a life-changing [moment] and want to preserve their fertility before they start the process. But we see this as something that every man might do as they go off to college, and investors see that bigger picture.
TC: How much do the kits and storage cost?
KK: The kit costs $195 up front, and if they choose to store their sperm, $145 a year. We offer different packages. You can also spend $1,995 for two deposits and 10 years of storage.
TC: Is one or two samples effective? According to the Mayo Clinic, sperm counts fluctuate meaningfully from one sample to the next, so they suggest semen analysis tests over a period of time to ensure accurate results.
KK: We encourage our clients to make multiple deposits. The scores will be variable, but they’ll gather around an average.
TC: But they are charged for these deposits separately?
KK: Yes.
TC: And what are you looking for?
KK: Volume, count, concentration, motility and morphology [meaning the shape of the sperm].
TC: Who, exactly, is doing the analysis and handling the storage?
KK: We partner with Andrology Labs in Chicago on analysis; it’s one of the top fertility labs in the country. For storage, we partner with a couple of cryo-storage providers in different geographies. We divide the samples into four, then store them in two different tanks within each of two locations. We want to make sure we’re never in a position where [the samples are accidentally destroyed, as has happened at clinics elsewhere].
TC: I can imagine fears about these samples being mishandled. How can you assure customers this won’t happen?
KK: Trust and legitimacy are core factors and a huge area of focus for us. We’re CPPA and HIPAA compliant. All [related data] is encrypted and anonymized and every customer receives a unique ID [which is a series of digits so that even the storage facilities don’t know whose sperm they are handling]. We have extreme redundancies and processes in place to ensure that we’re handling [samples] in the most scientifically rigorous way possible, as well as ensuring the safety and privacy of each [specimen].
TC: How long can sperm be frozen?
KK: Indefinitely.
TC: How will you use all the data you’ll be collecting?
KK: I could see us entering into partnerships with research institutions. What we won’t do is sell it like 23andMe.
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Tech startups want to destigmatize sex
Sex, despite being one of the most fundamental human experiences, is still one of those businesses that some advertisers reject, banks are hesitant to financially support and some investors don’t want to fund.
Given how sex is such a huge part of our lives, it’s no surprise founders are looking to capitalize on the space. But the idea of pleasure versus function, plus the stigma still associated with all-things sex, is at the root of the barriers some startup founders face.
Just last month, Samsung was forced to apologize to sextech startup Lioness after it wrongfully asked the company to take down its booth at an event it was co-hosting. Lioness is a smart vibrator that aims to improve orgasms through biofeedback data.
Sextech companies that relate to the ability to reproduce or, the ability to not reproduce, don’t always face the same problems when it comes to everything from social acceptance to advertising to raising venture funding. It seems to come down to the distinction between pleasure and function, stigma and the patriarchy.
This is where the trajectories for sextech startups can diverge. Some startups have raised hundreds of millions from traditional investors in Silicon Valley while others have struggled to raise any funding at all. As one startup founder tells me, “Sand Hill Road was a big no.”
A market worth billions or trillions?
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Hire faster, work happier: Startups target employment with AI and engagement tools
Joanna Glasner
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If you have a job today, there’s a good chance you personally reached out to your employer and interviewed with other humans to get it. Now that you’ve been there a while, it’s also likely the workday feels more like a long slog than the fulfilling career move you had envisioned.
But if today’s early-stage startups have their way, your next employment experience could be quite different.
First, forget the networking and interview gauntlet. Instead, let an AI-enabled screening program reach out about a job you don’t seem obviously qualified to do. Or, rather than talk to a company’s employees, wait for them to play some online games instead. If you play similarly, they may decide to hire you.
Once you have the job, software will also make you more efficient and happier at your work.
An AI-driven software platform will deliver regular “nudges,” offering customized suggestions to make you a more effective worker. If you’re feeling burned out, head online to text or video chat with a coach or therapist. Or perhaps you’ll just be happier in your job now that your employer is delivering regular tokens of appreciation.
Those are a few of the ways early-stage startups are looking to change the status quo of job-seeking and employment. While employment is a broad category, an analysis of Crunchbase funding data for the space shows a high concentration of activity in two key areas: AI-driven hiring software and tools to improve employee engagement.
Below, we look at where the money’s going and how today’s early-stage startups could play a role in transforming the work experience of tomorrow.
Artificial intelligence
To begin, let us reflect that we are at a strange inflection point for AI and employment. Our artificially intelligent overlords are not smart enough to actually do our jobs. Nonetheless, they have strong opinions about whether we’re qualified to do them ourselves.
It is at this peculiar point that the alchemic mix of AI software, recruiting-based business models and venture capital are coming together to build startups.
In 2018, at least 43 companies applying AI or machine learning to some facet of employment have raised seed or early-stage funding, according to Crunchbase data. In the chart below, we look at a few startups that have secured rounds, along with their backers and respective business models:
At present, even AI boosters don’t tout the technology as a cure-all for troubles plaguing the talent recruitment space. While it’s true humans are biased and flawed when it comes to evaluating job candidates, artificially intelligent software suffers from many of the same bugs. For instance, Amazon scrapped its AI recruiting tool developed in-house because it exhibited bias against women.
That said, it’s still early innings. Over the next few years, startups will be actively tweaking their software to improve performance and reduce bias.
Happiness and engagement
Once the goal of recruiting the best people is achieved, the next step is ensuring they stay and thrive.
Usually, a paycheck goes a long way to accomplishing the goal of staying. But in case that’s not enough, startups are busily devising a host of tools for employers to boost engagement and fight the scourge of burnout.
In the chart below, we look at a few of the companies that received early-stage funding this year to build out software platforms and services aimed at making people happier and more effective at work:
The most heavily funded of the early-stage crop looks to be Peakon, which offers a software platform for measuring employee engagement and collecting feedback. The Danish firm has raised $33 million to date to fund its expansion.
London-based BioBeats is another up-and-comer aimed at the “corporate wellness” market, with digital tools to help employees track stress levels and other health-related metrics. The company has raised $7 million to date to help keep those stress levels in check.
Early-stage indicators
Early-stage funding activity tends to be an indicator of areas with somewhat low adoption rates today that are poised to take off dramatically. For employment, that means we can likely expect to see AI-based recruitment and software-driven engagement tools become more widespread in the coming years.
What does that mean for job seekers and paycheck toilers? Expect to spend more of your time interfacing with intelligent software. Apparently, it’ll make you more employable, and happier, too.
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Shine brings its female-focused self-care app to Android
Shine, one of the many apps capitalizing on the growing self-care trend, has now brought to Android devices its app used by 3 million people. Originally launched as a simple messaging bot that doled out life advice and motivation, Shine has grown over the years to become a larger self-help platform aimed largely at the millennial crowd — and, in particular, millennial women.
As of Shine’s $5 million Series A round last April, the app’s user base was 70 percent female, and 88 percent were under the age of 35.
Since then, it has added another million to its then 2 million users. That growth came despite Shine having missed the mark at times, as with its failed life-coaching subscription product that never emerged from testing.
Today, Shine’s focus is on personal growth, motivational messaging and other self-improvement topics, which are delivered by way of text and audio. Through short-form audio, users can get help across a number of areas, including things like productivity, mindfulness, focus, stress and anxiety, burn out, acceptance, self-care for online dating, creativity, forgiveness, work frustrations and more.
The app also sends daily motivational texts based on research-backed materials that help users better understand the topic at hand. These are presented in a more casual style — almost like it’s a friend chatting with you.
Shine now monetizes through a Premium subscription that offers expanded access to Shine’s audio talks and challenges, as well as additional features like offline listening and the ability to save favorite texts. This is either $4.50/month if you pay the $53.99 annual fee at once, or $9.99 per month. That’s roughly in line with what some meditation apps charge — for instance, the top meditation app Calm is $59.99 per year. And it’s cheaper than Headspace, which is $95.88 annually, by comparison.
Shine had said last year that one of its plans for its Series A was to build out the Android experience, as nearly half its customers were accessing Shine on Android devices. In those cases they were using the texting service due to the lack of an official app.
On iOS, Shine is fairly popular in its category. It has jumped to become the No. 16 “Health & Fitness” app in the U.S. following the Christmas holiday — a time of year when people get serious about wellness and self-care. However, it’s only the No. 86 app on the “Health & Fitness” Top Grossing chart, which puts it far behind other wellness apps, including meditation apps like Calm, weight loss apps like Lose It! and workout apps like the No. 1 app, Sweat from Kayla Itsines.
Given the app stores’ larger shift to subscriptions over paid downloads in recent years, it will be interesting to see how many apps the average consumer will actually pay for through the subscription model — and to what extent more niche apps like Shine will be sustainable in the long term, as a result.
Shine is a free download on Google Play.
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Self-care startup Shine raises $5 million Series A
Shine, an early arrival in a market now teeming with self-care apps and services, has closed on $5 million in Series A funding, the company announced today, alongside the milestone of hitting 2 million active users. The round was led by existing investor by Comcast Ventures with betaworks, Felix Capital, The New York Times, Eniac Ventures, Female Founders Fund
and BBG Ventures also participating.
The investment comes roughly two years after Shine launched its free service, a messaging bot aimed at younger users that doles out life advice and positive reinforcement on a daily basis through SMS texts or Facebook’s Messenger.
At the time, the idea that self-help could be put into an app or bot-like format was still a relatively novel concept. But today, digital wellness has become far more common with apps for everything from meditation to self-help to talk therapy.
“We’re proud that we were part of the catalyst to make well-being as an industry something that is so much more top-of-mind. We really sensed where the world was going and we were ahead of it,” says co-founder Naomi Hirabayashi, who built Shine along with her former DoSomething.org co-worker Marah Lidey. The founders had wanted to offer others something akin to the personal support system they had with each other, as close friends.
“Marah and I are both women of color, and we created this company from a very non-traditional background from an entrepreneurship standpoint – we didn’t go to business school,” Hirabayashi explains. “We saw there was something missing in the market because wellbeing companies didn’t really reach us – they didn’t speak to us. We didn’t see people that looked like us. We didn’t feel like the way they shared content sounded like how we spoke about the different wellbeing issues in our lives,” she says.
The company’s free messaging product, Shine Text, was the result of their frustrations with existing products. It tackles a timely theme every day in areas like confidence, productivity, mental health, happiness and more. And it isn’t just some sort of life-affirming text – Shine converses with you on the topic at hand using research-backed materials to help you better understand the information. It’s also presented in a style that makes Shine feel more like a friend chatting with you.
The service has grown to 2 million users across 189 countries, despite not being localized in other languages. 88 percent of users are under the age of 35, and 70 percent are female.
Shine attempted to generate revenue in the past with a life-coaching subscription, but users wanted to talk to a real person and the subscription was fairly steep at $15.99 per week. That product never emerged from testing, and the founders now refer to it as an “experiment.”
The company gave subscriptions another shot this past December, with the launch of a freemium (free with paid upgrades) app on iOS. The new app offers meditations, affirmations, and something called “Shine Stories.”
The meditations are short audio tracks voiced by influencers that help you with various challenges. There are quick hit meditations for recentering and relaxing, those where you can focus on handling a specific situation – like toxic friendships or online dating – and seven-day challenges that deal with a particular issue like burnout or productivity.
Affirmations are quick pep talks and Shine Stories are slightly longer – around five minutes-long, and also voiced by influencers.
“The biggest thing is that we want to meet the user where they are – and we know people are on the go,” says Hirabayashi. “You can expect a lot more to come in the future around how we combine this really exciting time that’s happening for audio consumption and the hunger that there is for audio content that’s motivational and makes you feel better.”
Asked specifically if the company was considering a voice-first app, like an Alexa skill, or perhaps a more traditional podcast, Lidey said they weren’t yet sure, but didn’t plan on limiting the Shine Stories to a single platform indefinitely. But one thing they weren’t interested in doing in the near-term was introducing ads into Shine’s audio content.
The Shine app for iOS is a free download with some selection of its audio available to free users. Users can unlock the full library for $4.99 per month, billed as an annual subscription of $59.99, or $7.99 per month if paid monthly.
The founders declined to offer specifics on their conversions from free to paid members, but said it was “on par with industry standards.”
With the Series A now under its belt, Shine plans to double its 8-person team this year, launch the app on Android, continue to grow the business, including potentially launching new products.
Now the question is whether the millennials are actually so into self-care that they’ll pay. There are some signs that could be true – the top ten self-care apps pulled in $15 million last quarter, with meditation apps leading the way.
“We’re dominating the self-care routine of millennial women right now and we want to keep doing that,” Lidey says.
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