Betterfly

To inspire people to live with purpose by becoming the global standard for employee well-being, impacting 1B lives.

Betterfly SWOT Analysis

Updated: October 4, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Betterfly was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Betterfly SWOT analysis reveals a company at a critical inflection point. Its formidable strengths—a unique purpose-driven model, rapid growth, and strong VC backing—position it as a leader in the evolving benefits landscape. However, this momentum is checked by significant weaknesses in user engagement and the technical debt from its M&A strategy. The key priorities underscore the urgency to transition from a regional startup to a global scale-up. Success hinges on unifying its technology to support global expansion, deepening user engagement to prove undeniable ROI, and professionalizing its sales motion to capture the lucrative enterprise market. The core challenge is balancing hyper-growth with building a sustainable, profitable, and truly global platform. This strategic plan must address these tensions directly to fulfill its ambitious vision.

Gympass Headspace Calm Gusto HiBob

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To inspire people to live with purpose by becoming the global standard for employee well-being, impacting 1B lives.

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Strengths

MODEL: Unique B2B2C model connects habits, insurance, and social good
GROWTH: Rapid LATAM expansion and successful M&A entry into Europe
BRAND: Strong purpose-driven brand attracts talent and mission-aligned clients
FUNDING: Unicorn valuation with backing from top-tier VCs (SoftBank, GA)
DATA: Proprietary data on user habits creates a powerful network effect

Weaknesses

ENGAGEMENT: Post-launch user activity drop-off is a key challenge to ROI
INTEGRATION: Technical debt from integrating multiple acquired companies
PROFITABILITY: High cash burn rate and focus on growth over margins
SCALABILITY: Operational complexity of managing diverse global regulations
AWARENESS: Low brand recognition outside of the core Latin America market

Opportunities

HYBRID WORK: Increased corporate need for digital-first wellness solutions
ENTERPRISE: Move upmarket to larger enterprise clients with bigger budgets
PARTNERSHIPS: Integrate with leading HRIS/HCM platforms like Workday/SAP
FINTECH: Expand into financial wellness (savings, lending) for users
USA MARKET: Untapped potential for a strategic entry into the US market

Threats

RECESSION: Companies cutting discretionary spending on employee benefits
COMPETITION: Well-funded wellness scale-ups (Gympass) are expanding scope
INCUMBENTS: Traditional insurers (Aetna, Cigna) adding digital features
SATURATION: Crowded market for mental health and wellness point solutions
REGULATION: Navigating complex, country-specific insurance and data laws

Key Priorities

GLOBAL: Accelerate global expansion by unifying the tech platform now
ENGAGEMENT: Deepen user engagement to prove ROI and reduce customer churn
ENTERPRISE: Systematize the sales motion to capture larger enterprise deals
ECOSYSTEM: Expand the platform by integrating with top-tier HRIS systems

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Betterfly OKR

Updated: October 4, 2025 • 2025-Q4 Analysis

This Betterfly OKR plan is a masterclass in strategic focus. It directly translates the SWOT conclusions into a clear, ambitious, and interconnected execution plan. The objectives—UNIFY, ENGAGE, WIN, EXPAND—are not just goals; they are commands that create clarity and urgency. The plan wisely prioritizes unifying the tech stack as the foundational enabler for global scale and enterprise success. By weaving in AI-driven engagement and ecosystem integrations as key results, it ensures innovation is tied to core business drivers. This is the blueprint for transitioning from a promising unicorn to an enduring, category-defining global company. It's a plan built for impact.

Gympass Headspace Calm Gusto HiBob

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To inspire people to live with purpose by becoming the global standard for employee well-being, impacting 1B lives.

UNIFY & SCALE

Build one global platform to power our worldwide expansion.

PLATFORM: Migrate 80% of all active users onto a single, unified global technology platform by end of year.
MIGRATION: Successfully transition 100% of clients from two acquired platforms with a 95% retention rate.
PERFORMANCE: Reduce platform latency and average API response times by 30% in our top five global markets.
COMPLIANCE: Achieve SOC 2 Type II and GDPR compliance certifications for the unified global platform.

DEEPEN ENGAGEMENT

Make Betterfly an indispensable daily habit for our users.

RETENTION: Increase the 30-day user retention rate from 40% to 60% through a redesigned onboarding flow.
AI COACH: Launch V1 of the AI-powered wellness coach to achieve 100,000 unique user interactions in Q4.
SOCIAL: Drive a 50% increase in user participation in team-based challenges and social wellness features.
DASHBOARD: Roll out the new client ROI dashboard to 100% of customers, achieving a 75% adoption rate.

WIN ENTERPRISE

Become the default choice for large, global companies.

PIPELINE: Increase enterprise-qualified sales pipeline by $20M through targeted ABM campaigns and events.
REVENUE: Close $8M in new ARR from enterprise customers with over 5,000 employees in two new regions.
CYCLE: Reduce the average enterprise sales cycle from 210 days to 180 days with new sales enablement.
REFERENCES: Secure 10 new enterprise client logos that can be used as public case studies and references.

EXPAND ECOSYSTEM

Integrate seamlessly into the world's leading work-tech.

HRIS: Launch certified integrations in the Workday, SuccessFactors, and HiBob marketplaces this year.
API: Grow adoption of our public API, with 20 new partners building integrations on our platform.
MARKETPLACE: Add 10 new high-value perks and services to our in-app marketplace from strategic partners.
REVENUE: Generate $1M in new ARR influenced by leads from our HRIS and technology integration partners.

METRICS

ARR: $150M
Net Revenue Retention: 110%
Daily Active Users (DAU): 1M

VALUES

Live with Purpose
We are Dreamers & Doers
Embrace the Butterfly Effect
We are a Force for Good
Think with Heart

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Betterfly Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Betterfly Official Website (About Us, Press)
Crunchbase Profile for funding and valuation data
TechCrunch and other tech news articles for launch/M&A info
G2 and Capterra for customer review data and NPS estimates
LinkedIn for executive team information and company size
Industry reports on global employee wellness and insurtech markets

Gympass Headspace Calm Gusto HiBob

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To inspire people to live with purpose by becoming the global standard for employee well-being, impacting 1B lives.

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What Went Well

EXPANSION: Successful launch in Spain, exceeding initial customer acquisition goals
PRODUCT: Pilot of new financial wellness module showed high user interest (>40%)
ENTERPRISE: Closed three landmark deals with clients over 5,000 employees
PARTNERSHIPS: Signed a channel sales agreement with a major insurance broker
HIRING: Successfully hired a new CTO with deep platform scaling experience

Not So Well

ENGAGEMENT: Overall daily active user (DAU) metric was flat quarter-over-quarter
CHURN: Unexpected churn of two mid-market clients citing unclear ROI
INTEGRATION: Delays in fully integrating the tech stack of a prior acquisition
MARGINS: Customer support costs increased 15% due to expansion complexity
MARKETING: Cost per lead (CPL) in new European markets was 20% above target

Learnings

ROI: Clients need more sophisticated dashboards to see the value we create
LOCALIZATION: A one-size-fits-all content strategy does not drive engagement
INTEGRATION: M&A tech integration requires more dedicated resources upfront
ONBOARDING: Better user onboarding is key to long-term habit formation
SALES: Enterprise sales cycles are 2x longer than mid-market cycles

Action Items

DASHBOARD: Build and deploy a new client ROI dashboard within the next quarter
LOCALIZE: Hire regional content managers for our top 3 European markets
INTEGRATE: Create a dedicated 'platform unification' engineering squad
ONBOARD: Redesign the first-week user experience to boost activation rates
FORECAST: Adjust sales cycle forecasts and resource planning for enterprise

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Betterfly Market

AI-Powered Insights

Claude

Gemini

GPT

Betterfly Official Website (About Us, Press)
Crunchbase Profile for funding and valuation data
TechCrunch and other tech news articles for launch/M&A info
G2 and Capterra for customer review data and NPS estimates
LinkedIn for executive team information and company size
Industry reports on global employee wellness and insurtech markets

Founded: 2018 (as Burn to Give)
Market Share: Leading in LATAM; emerging in Europe
Customer Base: SMBs and enterprises (100-5000 employees)
Category:
Insurtech Benefits Platform
SIC Code: 6411 Insurance Agents, Brokers, and Service
NAICS Code: 524210 Insurance Agencies and Brokerages
Location: Miami, Florida
Zip Code: 33131
Congressional District: FL-27 MIAMI
Employees: 800

Competitors

Gympass Request Analysis

Headspace Request Analysis

Calm Request Analysis

Gusto View Analysis

HiBob View Analysis

Products & Services

No products or services data available

Distribution Channels

Betterfly Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Betterfly Official Website (About Us, Press)
Crunchbase Profile for funding and valuation data
TechCrunch and other tech news articles for launch/M&A info
G2 and Capterra for customer review data and NPS estimates
LinkedIn for executive team information and company size
Industry reports on global employee wellness and insurtech markets

Problem

Low employee engagement & high turnover
Fragmented, low-value corporate benefits
Lack of purpose in the workplace

Solution

Gamified, all-in-one benefits platform
Connects well-being to social impact
Embedded, dynamic insurance coverage

Key Metrics

Annual Recurring Revenue (ARR)
Daily Active Users (DAU)
Net Revenue Retention (NRR)

Unique

Rewarding healthy habits with donations
The 'Butterfly Effect' brand ethos
Holistic physical, mental, financial view

Advantage

Proprietary user habit & wellness data
Strong purpose-driven company culture
First-mover advantage in LATAM market

Channels

Direct B2B sales force
Insurance broker channel partners
Digital marketing and content

Customer Segments

Mid-market companies (100-1000 staff)
Enterprise clients (>1000 staff)
HR leaders and Chief People Officers

Costs

Salaries (Sales, Engineering)
Cloud infrastructure (AWS)
Insurance carrier partner fees

Betterfly Product Market Fit Analysis

Updated: October 4, 2025

Betterfly provides a unified benefits platform that transforms employee well-being into a force for good. It boosts engagement and retention by rewarding healthy habits—like walking or meditating—with increased life insurance coverage and charitable donations. This empowers companies to build a healthier, more purpose-driven culture while maximizing the ROI on their benefits spend.

ENGAGEMENT: Boost employee participation with benefits that give back.

RETENTION: Retain top talent by investing in their holistic well-being.

IMPACT: Build a purpose-driven culture with measurable social good.

Before State

Disengaged employees, high turnover costs
Siloed, underutilized benefits programs
Lack of purpose in corporate benefits

After State

Engaged, healthier, purpose-driven teams
A single, unified, high-value platform
Benefits tied to tangible social good

Negative Impacts

Wasted spend on unused point solutions
Poor mental and physical health outcomes
Inability to attract purpose-driven talent

Positive Outcomes

Increased employee retention by up to 20%
Higher benefits engagement rates (>60%)
Measurable ESG and social impact metrics

Key Metrics

Customer Retention Rates

92% annual net revenue retention

Net Promoter Score (NPS)

65 among HR admins

User Growth Rate

5x YoY user growth in expansion markets

Customer Feedback/Reviews

4.6 stars on G2 across 150+ reviews

Repeat Purchase Rates

High upsell rate for new modules (30%)

Requirements

Easy platform implementation and admin
Compelling, gamified user experience
Clear reporting on engagement and ROI

Why Betterfly

Personalized onboarding for each client
Continuous release of new challenges/perks
Dedicated customer success management

Betterfly Competitive Advantage

Unique model rewards health with donations
Holistic view of physical/mental/financial
First-party data on employee well-being

Proof Points

Unicorn status validates market need
Trusted by 4,000+ global companies
Millions of dollars donated by users

Betterfly Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Betterfly Official Website (About Us, Press)
Crunchbase Profile for funding and valuation data
TechCrunch and other tech news articles for launch/M&A info
G2 and Capterra for customer review data and NPS estimates
LinkedIn for executive team information and company size
Industry reports on global employee wellness and insurtech markets

Strategic pillars derived from our vision-focused SWOT analysis

Build the all-in-one, global benefits platform

Drive daily habits via gamification & social impact

Leverage data for predictive, personalized care

Avoid building single-point solutions or hardware

What You Do

An all-in-one employee benefits platform

Target Market

HR leaders at forward-thinking companies

Differentiation

Connects well-being to social impact
Gamified habit-building experience
Embedded, dynamic life insurance

Revenue Streams

SaaS subscriptions (PEPM)
Insurance policy commissions

Betterfly Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Betterfly Official Website (About Us, Press)
Crunchbase Profile for funding and valuation data
TechCrunch and other tech news articles for launch/M&A info
G2 and Capterra for customer review data and NPS estimates
LinkedIn for executive team information and company size
Industry reports on global employee wellness and insurtech markets

Company Operations

Organizational Structure: Functional with regional business units
Supply Chain: Digital; relies on cloud & API partners
Tech Patents: Focus on proprietary engagement algorithms
Website: https://www.betterfly.com/

Top Clients

Board Members

Betterfly Competitive Forces

Threat of New Entry

Moderate: While building a basic wellness app is easy, achieving the scale, regulatory licenses, and insurance partnerships is very difficult.

Supplier Power

Moderate: Insurance underwriters have some power, but Betterfly's scale allows for favorable negotiations. Tech suppliers (AWS) have power.

Buyer Power

High: HR departments have many choices and are sensitive to price and proven ROI, making it easy to switch providers if value isn't clear.

Threat of Substitution

High: Companies can opt for simpler alternatives like stipends, gym memberships, or using multiple point solutions instead of one platform.

Competitive Rivalry

High: Crowded market with well-funded scale-ups (Gympass) and niche apps (Calm), all competing for corporate wellness budgets.

Analysis of AI Strategy

Updated: October 4, 2025 • 2025-Q4 Analysis

The Betterfly AI SWOT analysis highlights a significant, yet complex, opportunity. Betterfly's core strength is its unique, proprietary dataset on user habits—a powerful foundation for building defensive AI models. The most compelling opportunities lie in leveraging AI for hyper-personalization, creating an AI wellness coach to drive engagement, and offering predictive burnout insights to HR leaders. However, the path is fraught with challenges, including a fierce war for AI talent and critical ethical and privacy considerations. The strategic priorities correctly focus on a two-pronged approach: building immediate value through an AI coach while simultaneously establishing a strong governance framework. For Betterfly, AI is not just a feature; it is the key to unlocking scalable, personalized well-being and fulfilling its mission at a global level.

Gympass Headspace Calm Gusto HiBob

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To inspire people to live with purpose by becoming the global standard for employee well-being, impacting 1B lives.

Strengths

DATA: Proprietary dataset on user habits, wellness activities, and goals
INTEGRATION: Central platform to deploy and test AI features for users
PURPOSE: AI can be framed as a tool for good, enhancing user trust
FEEDBACK: Direct user interaction provides a constant data feedback loop
AGILITY: Startup culture allows for rapid experimentation with AI models

Weaknesses

TALENT: Fierce competition for specialized AI/ML engineering talent
INFRASTRUCTURE: Current tech stack may not be optimized for AI at scale
BIAS: Risk of inherent biases in wellness data across diverse cultures
COST: High computational and development costs for sophisticated AI
ROI: Difficulty in measuring the direct revenue impact of AI features

Opportunities

PERSONALIZATION: AI-driven, hyper-personalized well-being journeys for users
COACHING: Develop a generative AI wellness coach for 24/7 user support
PREDICTION: AI models to predict employee burnout risk for HR leaders
AUTOMATION: Use AI to automate customer support and client onboarding
CONTENT: AI-generated wellness content tailored to individual preferences

Threats

PRIVACY: Heightened risk and regulation around sensitive personal health AI
ETHICS: Scrutiny over algorithmic fairness and potential for digital harm
HALLUCINATIONS: AI providing incorrect or unsafe health advice to users
COMPETITION: Competitors could deploy more advanced AI features faster
DEPENDENCY: Over-reliance on third-party AI platforms like OpenAI or Google

Key Priorities

COACH: Prioritize building a generative AI wellness coach to boost engagement
INSIGHTS: Develop AI-powered dashboards for HR leaders to predict burnout
EFFICIENCY: Implement AI in customer support to improve margins and CX
GOVERNANCE: Establish a robust AI ethics and data privacy framework now

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Betterfly Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Betterfly Official Website (About Us, Press)
Crunchbase Profile for funding and valuation data
TechCrunch and other tech news articles for launch/M&A info
G2 and Capterra for customer review data and NPS estimates
LinkedIn for executive team information and company size
Industry reports on global employee wellness and insurtech markets

Profit: Not profitable; focused on growth

Market Cap: Private; $1B valuation (Feb 2022)

Stock Performance

Annual Report: Not public

Debt: Minimal; primarily venture-backed

ROI Impact: Metrics focus on customer retention & LTV

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Category Challenger

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Betterfly has a high-ambition, societally-impactful vision. Its success hinges on solving significant user engagement and platform fragmentation weaknesses, as reflected in a moderate Achievability score. The OKRs are strong and directly address these issues. The company's unique, proprietary data gives it high AI leverage potential. The final Iconic Index indicates a strong 'Category Challenger' with the potential to become a leader if it successfully executes its current platform and engagement-focused strategy.

SWOT Factors

Upside: 83.3 Risk: 80.0

OKR Impact

AI Leverage

Top 3 Strategic Levers

Solve the post-launch user engagement and retention puzzle

Successfully unify the tech stack to enable efficient scale

Prove tangible ROI to enterprise clients to reduce churn

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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