Wysa Financial Model

• AI chatbot (penguin avatar "Wysa") providing anonymous, always-on emotional support using 150+ evidence-based CBT, DBT, and mindfulness techniques.
• "Missing middle" positioning: fills the gap between wellness apps (30% of need) and clinical EAP/therapy (10% of need) - targets the underserved 60% with sub-clinical but significant mental distress.
• Solution stack: Wellbeing Campaigns → Wysa App & Web (AI listening + techniques) → Analytics Dashboard (employer insights) → Custom Care Pathways (triage to behavioral health providers).
• B2B offering: employer/payer buys licenses ("lives covered"), employees access anonymously; analytics dashboard gives HR engagement/impact data without breaching individual privacy.
• B2C: users can access app directly and optionally book therapy sessions in-app.
• Voice feature added (new at time of deck).

• Market framing: mental health described as a "missing middle" with 60% of need unaddressed between wellness and clinical care.
• Context figures cited: 10 million lives covered under enterprise contracts; 3 million direct users.

• B2B (primary): Enterprise contracts - Total Contract Value (TCV) basis. Employers/insurers/health systems pay per-life or per-employee-per-month (PEPM).
• B2C (secondary): Direct app subscription + in-app therapy session bookings. Therapy revenue called out separately.
• Revenue reported in $K.
• ARPPU/month tracked as a KPI (exact figures redacted).
• % Therapy mix tracked (% of revenue from therapy sessions vs. digital-only).
• Full-stack offering: Therapy + coaching + digital combined package.
• Distribution: purely organic - no paid marketing spend to date.

• Users: 3,000,000 registered users
• Lives covered (B2B): 10 million
• Conversations: 100+ million
• CBT breakthroughs: 2 million
• App rating: 4.9 stars with 100K+ reviews
• Revenue growth: 3x increase in revenue (period not specified, implied YoY)
• Revenue period shown: 2019, 2020, 2021 Tracking, 2022 Est - B2B TCV + B2C stacked bar in $K; absolute dollar values redacted in image.
• CAGR: shown in chart annotation but value redacted.
• # Enterprises: tracked per year; values redacted.
• User growth: continuous organic growth Jan 2019 – April 2021 (upward curve, no Y-axis values - redacted).
• New users per day: stated in callout but number redacted.
• % US users: stated but redacted.
• User helpfulness: 91% said Wysa was helpful/OK (100K+ feedback responses)
• Adolescents: 90% said Wysa helped with covid anxiety
• Healthcare workers: 93% say it helped with stress
• Clinical efficacy (PHQ9): 75% of high-user group improved depression symptoms; effect size 0.63 (Cohen's d - medium-large); high users vs. low/non-users showed 40% lower impact for low/non-users; n=108 high users, n=21 low/non-users. Published in JMIR.

• CAC: Zero paid CAC stated (purely organic acquisition).
• ARPPU/month: tracked; value redacted in deck.
• % Therapy mix: tracked (higher-margin upsell); value redacted.

• Positioned vs. traditional EAP (low engagement, high cost) and wellness apps (insufficient for sub-clinical distress).
• Moat claims: clinical validation (Cambridge/Harvard/Oxford studies); highest number of evidence-based tools per Harvard review; ISO 27001 + 27701 certified; MHRA/CE marked; ORCHA certified (NHS standard); anonymous architecture (no PII shared).
• NHS endorsement and case study; NHS Young Adult Services deployment.
• Named competitors: not explicitly named in deck.
• Awards: Google Play Best App 2020, Forbes Top 5 Mental Health Innovations 2020, ORCHA Best App Health & Care 2020.

• Team: Not detailed in deck (intro/demo deck format; no team slide).
• Contact: hello@wysa.ai

• Archetype + why: Hybrid B2B SaaS + B2C subscription/marketplace model. B2B is the primary revenue driver (enterprise TCV, PEPM pricing, logo count growth); B2C therapy sessions are a marketplace/transactional layer on top. A dual-stream P&L with ARR build for B2B and GMV/take-rate logic for therapy sessions is the right frame. Closest template: digital health SaaS with therapy marketplace upside.

• Forecast horizon & granularity: Monthly for Years 1–2 (2022–2023), quarterly for Years 3–5 (2024–2026). The deck shows 2019–2022E annual bars, so monthly cadence from 2022 onward.

• Key drivers & assumptions:

*B2B stream:*

• # Enterprise clients per year digital health EAP market growth rate]
• Average lives per enterprise
• PEPM rate
• Contract duration
• Net revenue retention / expansion
• % Therapy revenue mix

*B2C stream:*

• Monthly new organic installs
• B2C conversion to paid
• ARPU/month B2C
• Therapy session attach rate

*Cost structure:*

• Gross margin
• Engineering / AI / clinical team headcount
• S&M: $0 currently;
• G&A:

*Revenue growth:*

• 3x revenue increase in base year
• CAGR shown but redacted;

• Scenarios (Base / Bull / Bear - which variables flex):
• Base: Enterprise logo growth 35% YoY, PEPM steady, B2C conversion 7%, therapy attach 10%, organic-only user growth continues.
• Bull: US enterprise ramp accelerates (NHS-style payer deals in US), therapy session attach rate climbs to 20%, paid marketing kicks in with CAC < 6-month payback.
• Bear: Enterprise churn increases post-covid engagement decline, B2C conversion stays sub-5%, therapy margin compressed by human coach costs.
• Flex variables: # enterprises, PEPM rate, therapy attach %, B2C paid conversion, CAC if paid marketing starts.

• Required sheets / outputs:

1. Assumptions - all drivers listed above with Base/Bull/Bear toggles
2. B2B ARR Build - logo count, lives, PEPM, TCV, new/expansion/churn waterfall
3. B2C P&L - installs → MAU → paid subs → therapy sessions → revenue
4. Consolidated P&L - blended revenue, COGS (AI infra + therapist costs), gross profit, OpEx, EBITDA
5. Headcount Plan - by function; largest cost driver
6. Cash & Runway - given no disclosed raise, model cash burn + runway
7. KPI Dashboard - users, lives covered, conversations/month, ARPPU, NPS proxy (helpfulness %), gross margin