In a world drowning in wellness apps, Myndup isn't selling mindfulness—it's selling a workforce insurance policy. While competitors chase direct-to-consumer vanity metrics, this London-based startup has quietly built a $22M revenue engine by selling mental health directly to the HR departments that sign the checks.

"They're not selling meditation—they're selling retention. At $22M ARR, Myndup proves that B2B mental health is a multi-billion dollar category waiting to be captured."

The Trustpilot rating of 4.8/5 with 58 reviews suggests genuine user satisfaction, not manufactured hype. But here's the provocative take: their traffic numbers feel conservative for a $22M company. Either they're incredibly efficient (low marketing spend), or their enterprise sales model generates revenue far beyond what web traffic suggests. The latter is more likely—they're probably closing six-figure deals offline while maintaining a lean digital footprint.

• B2B2C model creates natural moat: once integrated into HR systems, switching costs are high
• Diverse service stack (1-1 support, workshops, coaching) prevents commoditization
• Strong leadership team with clear roles suggests mature operations for an 81-person company
• Social presence across Twitter, LinkedIn, YouTube indicates multi-channel engagement strategy