MindMind Due Diligence

Run due diligence on MindMind: check compliance and get alerts when suppliers or ownership change.

Denmark · owned by Craggs Holding ApS (Denmark) · mindmind.life · 8 vendors

MindMind is a Danish company based in Hasle, Bornholm, that develops screen-free physical devices for guided breathing to support mental regulation, calm, focus, and sleep. Their products — BiBi and HALO — use light, rhythm, and vibration to guide users through breathing exercises, targeting families, schools, social services, and organisations. The company has over 12,500 users and has collaborated with Danish municipalities and hospitals such as Horsens Kommune, Sønderborg Kommune, and OUH (Odense University Hospital).

Resilience scores

Technology vendors

Insights

Last updated 2026-09-13 · revision 3

8 direct vendors, 141 subvendors

Direct vendors by controlling owner country (sample)

Subvendors by controlling owner country (sample)

Compliance

7 in-scope frameworks identified; showing 3.

GDPR (source) — Evidence found

Evidence: https://mindmind.life/policies/privacy-policy, https://mindmind.life/policies/terms-of-service, https://mindmind.life, https://www.datatilsynet.dk/english, https://gdpr-info.eu/art-13-gdpr/, https://gdpr-info.eu/art-9-gdpr/

Danish Marketing Practices Act — No public evidence

Evidence: https://mindmind.life, https://www.forbrugerombudsmanden.dk/en/, https://www.retsinformation.dk/eli/lta/2017/426

ISO 27001 (source) — No public evidence

Evidence: https://mindmind.life/policies/privacy-policy, https://mindmind.life, https://www.iso.org/isoiec-27001-information-security.html

Financials

Three-year financials

Financial Resilience Score: 4/10

MindMind is a small Danish ApS operating in the wellness/breathing device space with two products (BiBi and HALO). The company demonstrates qualitative strengths including a dual-channel business model combining B2C e-commerce with B2B/public-sector sales to Danish municipalities, schools, and hospitals. Documented pilots with Horsens Kommune, Sønderborg Kommune, and Odense University Hospital provide credible reference value, and reported metrics of 12,500+ users and a 4.7 Trustpilot rating suggest a functioning consumer funnel. The Shopify storefront supports 27 EU/EEA countries with localized currencies, enabling international scalability without major re-platforming. However, the company faces substantial resilience risks typical of an early-stage hardware ApS. It operates from a single Bornholm location with a small team, limiting financial buffers. Hardware/inventory requirements tie up working capital and expose margins to component and shipping cost inflation. Revenue is highly concentrated in Denmark and dependent on lumpy public-sector procurement cycles. The competitive landscape is crowded with players like Moonbird, Calmigo, Apollo Neuro, and Dodow, alongside app-based competitors. Regulatory drift toward medical claims could pull the product into EU MDR scope with heavy compliance costs. Financial disclosure is limited as small ApS filings typically omit revenue, making external assessment of runway or profitability difficult. Specific financial figures could not be retrieved in the research session.

Key strengths: Dual-channel model combining B2C e-commerce and B2B/public-sector sales, Documented pilots with Danish municipalities and university hospital providing credible evidence (75% positive effect in Horsens pilot), 12,500+ users and 4.7 Trustpilot rating indicating working consumer funnel, Cross-border EU storefront live across 27 countries with localized currencies, Low-complexity hardware product limiting regulatory exposure as wellness (not medical) device

Risk factors: Small-company scale with single Bornholm location and limited financial buffers, Hardware/inventory working capital risk exposed to component and shipping cost inflation, Concentration risk with heavy reliance on Danish public-sector references and lumpy procurement cycles, Crowded competitive category (Moonbird, Calmigo, Apollo Neuro, Dodow, Calm, Headspace), Regulatory risk if product drifts toward medical claims triggering EU MDR compliance, Limited financial transparency as small ApS with abbreviated filings that typically omit revenue

Revenue by geography

Revenue by product/service

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