Moov-IT
Develops apps and tools to help users create 1-minute healthy habits for personal and corporate wellbeing.
Website: https://moov-it.eu/
Cover Block
| Field | Value |
|---|---|
| Name | Moov-IT |
| Tagline | Develops apps and tools to help users create 1-minute healthy habits for personal and corporate wellbeing |
| Headquarters | Belgium |
| Founded | 2014 |
| Business Model | SaaS |
| Industry | Healthtech / Corporate Wellness |
| Technology Type | Software (Non-AI) |
| Geography | Global / Remote-First |
| Growth Profile | Venture Scale (stated ambition) |
| Founding Team | Solo Founder |
Links
- Website: https://moov-it.eu/
- LinkedIn: https://uk.linkedin.com/company/moov-it-corporate-wellness-consulting
- Crunchbase: https://www.crunchbase.com/organization/moov-it-eu
- Built In profile: https://builtin.com/company/moov-it-global
What an Investor Needs First
Moov-IT is a Belgium-founded corporate wellness platform built around the premise that one-minute daily habits, delivered through a branded app and supporting coaching layer, can measurably reduce preventable illness inside workforces [Moov-IT website, Nov 2025]. Founder Griet Johanna started the company in 2014 after combining a marketing and finance background with a behavioral model derived from Harvard public-health research, marketed as the "MoovMethod" [Moov-IT website, Nov 2025]. The product line spans a custom-branded corporate wellness app sold with a 75-hour setup engagement, a per-user-per-month subscription priced for cohorts of 200 users, a Dreamjob course starting at 84.9 EUR per month, and one-on-one coaching sessions [Moov-IT website, Nov 2025]. The company reports having recruited more than 250 freelancers across its content, coaching, and software verticals [Moov-IT website, Nov 2025]. No external funding rounds, institutional investors, or accelerator affiliations are disclosed in Crunchbase, ZoomInfo, or LinkedIn coverage as of late 2025 [Crunchbase, Nov 2025] [ZoomInfo, Nov 2025]. Over the next 12 to 18 months the most useful signals for outside observers will be customer logos for the corporate app, conversion of the freelancer network into recurring revenue, and any disclosed capital raise tied to the company's stated ambition to attract a $10M scale-up investment [LinkedIn, Nov 2025].
Data Accuracy: GREEN -- Confirmed by Moov-IT website, Crunchbase, ZoomInfo, and LinkedIn.
Taxonomy Snapshot
| Axis | Value |
|---|---|
| Business Model | SaaS plus services (coaching, courses) |
| Industry / Vertical | Corporate wellness, healthtech |
| Technology Type | Software (Non-AI) |
| Geography | Global / Remote-First, Belgium HQ |
| Growth Profile | Venture Scale (stated ambition) |
| Founding Team | Solo Founder |
Inside the Company
Moov-IT was founded in Belgium in 2014 by Griet Johanna, who has framed the company's origin as a personal mission to address preventable illness using a habit-formation framework she calls the MoovMethod [Moov-IT website, Nov 2025]. According to the founder, she combined her marketing and finance experience with applied behavioral research, citing Harvard studies on preventable disease [Moov-IT website, Nov 2025]. Crunchbase lists a related Australia-registered profile under "Moov-IT Global Pty Ltd" alongside the European parent [Crunchbase, Nov 2025].
Public milestones include the 2014 founding, the recruitment of more than 250 freelancers [Moov-IT website, Nov 2025], the publication of regional initiatives such as a "MoovAustralia" mission page [Moov-IT website, Nov 2025], and the launch of a custom-branded corporate app product with a defined 75-hour setup engagement [Moov-IT website, Nov 2025]. The company has described an aspiration to build out 80 franchises across 20 countries by 2030 [LinkedIn, Nov 2025].
Data Accuracy: YELLOW -- Founding year and founder confirmed across Moov-IT site, LinkedIn, and Crunchbase; entity structure and milestone dates rely primarily on company-controlled sources.
Under the Hood
Moov-IT's product surface is broader than a typical single-SKU SaaS company. At the corporate tier, the company sells a custom-branded wellness management app, with marketing copy specifying a 75-hour customization engagement at setup followed by an annual per-user license [Moov-IT website, Nov 2025]. A parallel SKU offers a monthly subscription to the company's wellbeing tools priced for cohorts of 200 users per month [Moov-IT website, Nov 2025]. On the consumer and professional-development side, the Dreamjob course is sold as a 12-month membership starting at 84.9 EUR per month excluding VAT [Moov-IT website, Nov 2025], and one-on-one personal coaching sessions are offered that combine guided meditation, chakra meditation, and Reiki energy work [Moov-IT website, Nov 2025].
The technology approach is described as "by humans for humans," with image-based interfaces [Moov-IT website, Nov 2025]. The company does not publicly describe a proprietary AI layer, and the structured taxonomy classifies it as Software (Non-AI). A LinkedIn post by the founder references a future token concept ("@yourmoovcoin") intended to connect users with health practitioners [LinkedIn, Nov 2025].
Data Accuracy: YELLOW -- Product SKUs and pricing confirmed on Moov-IT product pages; technology stack details rely on company-controlled descriptions only.
Market Research and Opportunity
Corporate wellness has shifted from a perk line item to a retention and healthcare-cost lever. The company frames the addressable population in mission terms, citing 1.2 billion potential users globally and an Australian sub-mission targeting 24,000 wellbeing professionals [Moov-IT website, Nov 2025].
Within the analogous corporate wellness category, buyers are consolidating around platforms that bundle mental health, physical activity, and behavior-change content. Moov-IT's positioning as remote-first, multilingual, and built around micro-habits aligns with that buyer-side shift, though the company has not publicly disclosed paying enterprise logos. Demand drivers include employer interest in measurable retention and "joy" metrics [LinkedIn, Nov 2025], growing acceptance of habit-stacking models, and a community of independent wellbeing practitioners [Moov-IT website, Nov 2025].
| Sizing claim | Figure |
|---|---|
| Mission target population | 1.2 billion users by 2030 (company goal) |
| Australia regional sub-target | 24,000 wellbeing professionals |
| Stated franchise build-out | 80 franchises across 20 countries by 2030 |
Data Accuracy: ORANGE -- Sizing figures are company-stated targets; no third-party TAM report cited in available sources.
Competition and Substitutes
Moov-IT's competitive position is a small, founder-led platform attempting to differentiate inside a corporate wellness category with well-funded global incumbents and a long tail of regional specialists.
Incumbents include consumer mindfulness apps with B2B distribution (Calm, Headspace), platform aggregators (Wellhub, Virgin Pulse), and a long tail of regional boutique consultancies. Moov-IT's edge is its operator profile and delivery breadth at a price point accessible to mid-market European employers [Moov-IT website, Nov 2025]. The 75-hour custom-branded app engagement is a specific, scoped offer. This edge is perishable, as incumbents can extend down-market via self-serve tiers, and the 250-plus freelancer network is not contractually exclusive.
Moov-IT is exposed in enterprise procurement where Wellhub and Virgin Pulse own RFP relationships. The most plausible 18-month competitive scenario is one in which Moov-IT narrows its product surface to the corporate-app SKU and converts named European mid-market employers into reference customers, or remains diversified and competes on founder-led brand.
Opportunity
The headline opportunity
The single largest outcome Moov-IT could plausibly become is a defensible European mid-market corporate wellness platform that combines a custom-branded app with a curated practitioner marketplace. Evidence includes the founder's eleven-year operating history [Moov-IT website, Nov 2025], a freelancer network of 250-plus practitioners [Moov-IT website, Nov 2025], a productized SaaS offer [Moov-IT website, Nov 2025], and cross-jurisdiction operations [Crunchbase, Nov 2025].
Growth scenarios
| Scenario | What happens | Catalyst | Why it's plausible |
|---|---|---|---|
| Mid-market European platform | Moov-IT signs 20-50 mid-market European employers | Three reference logos in Benelux | Custom-app SKU and 75-hour setup are priced for this buyer |
| Practitioner marketplace flywheel | 250-plus freelancer base becomes a two-sided marketplace | Tokenized or credit-based booking layer | Founder has publicly described a "@yourmoovcoin" concept |
| Founder-led brand and franchise | Dreamjob course and digital-nomad content build a creator-led brand | Crossing a content-distribution threshold | Founder is an active content creator and has stated a 20-country, 80-franchise goal |
What compounding looks like
The flywheel runs through the freelancer network. Each new corporate customer requires curated practitioners; each new practitioner adds inventory; and the custom-branded app locks in usage data and renewal economics. There is early evidence that the supply side is forming, with 250-plus freelancers reported [Moov-IT website, Nov 2025].
The size of the win
A credible comparable for the upper bound of the European corporate wellness opportunity is the trajectory of Wellhub. Moov-IT is not on that trajectory today and has no disclosed institutional capital. A more grounded comparable is the cohort of European wellbeing SaaS companies that have built recurring revenue businesses in the low to mid eight figures and exited to HR-tech acquirers.
Data Accuracy: ORANGE -- Headline opportunity and scenarios anchored to company-stated goals and publicly observable product surface; comparables noted are illustrative, not forecasts.
Sources
- [Moov-IT, Nov 2025] HOME - Moov-IT | https://moov-it.eu/
- [Moov-IT, Nov 2025] About Griet Johanna | https://moov-it.eu/aboutgrietjohanna/
- [Moov-IT, Nov 2025] Careers at Moov-IT | https://moov-it.eu/careers-at-moov-it/
- [Moov-IT, Nov 2025] Your CUSTOM App For Corporate Wellness Management | https://moov-it.eu/product/your-custom-brand-corporate-wellness-management-app/
- [Moov-IT, Nov 2025] Your Wellbeing Tools Monthly subscription | https://moov-it.eu/product/moovtools/
- [Moov-IT, Nov 2025] Dreamjob Course Monthly membership | https://moov-it.eu/product/dreamjob-course-sales-part-week-1-3-monthly-membership-writing-coaching/
- [Moov-IT, Nov 2025] Personal Coaching | https://moov-it.eu/product/your-healing-session/
- [Moov-IT, Nov 2025] Your Wellbeing Software | https://moov-it.eu/your-wellbeing-software/
- [Moov-IT, Nov 2025] App For Corporate Wellness, License per user per year | https://moov-it.eu/product/moovtools-2/
- [Moov-IT, Nov 2025] MoovAustralia | https://moov-it.eu/moovaustralia/
- [Crunchbase, Nov 2025] Moov-IT Global, Crunchbase Company Profile and Funding | https://www.crunchbase.com/organization/moov-it-eu
- [Crunchbase, Nov 2025] Moov-IT Global, Investor Profile | https://www.crunchbase.com/organization/moov-it-global-pty-ltd-8a8b
- [ZoomInfo, Nov 2025] Moov-IT Overview, News and Similar companies | https://www.zoominfo.com/c/moov-it-co/447694124
- [LinkedIn, Nov 2025] Moov-IT, We help your Teams Create Healthy Worklife Habits | https://uk.linkedin.com/company/moov-it-corporate-wellness-consulting
- [Built In, Nov 2025] Moov-IT Global Careers, Perks and Culture | https://builtin.com/company/moov-it-global
- [Moov-IT, 2026] BELGIUM TechMoov Tribe | https://moov-it.eu/belgium-techmoov-tribe/
- [Moov-IT, 2026] Welcome To the Moov-IT Ecosystem | https://moov-it.eu/welcome-to-the-moov-it-ecosystem/
- [Moov-IT, 2026] Dreamjob Week 1 plus Digital Nomad Week 1 | https://moov-it.eu/product/dreamjobtrial/
- [Moov-IT, 2026] DIGITAL NOMAD Challenge | https://moov-it.eu/product/start2digitalnomad-monthly-subscription/
Articles about Moov-IT
- Moov-IT Wants a One-Minute Wellbeing Habit on Every Belgian Worker's Phone — Founder Griet Johanna has spent a decade building a corporate wellness app and a 250-freelancer bench around a single behavioral premise.