MindMind

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, 182 subvendors

Direct vendors by controlling owner country (sample)

Subvendors by controlling owner country (sample)

Migration Readiness: 4/10

Assessed by AI based on technology stack characteristics (cloud-native vs legacy, containerization, microservices), regulatory environment, data residency requirements, financial stability, and vendor lock-in risks. The score ranges from 0-10, where higher scores indicate better readiness for technology migration.

MindMind's migration readiness is assessed as medium-low, primarily due to significant vendor lock-in and complex regulatory requirements. The company's internal tech stack is almost entirely SaaS-based, centered around the Shopify ecosystem. While this simplifies day-to-day operations, it creates substantial vendor lock-in. Migrating from a comprehensive platform like Shopify can be highly complex, involving challenges with data portability, replicating custom theme and app integrations, and re-establishing extensive e-commerce functionality on a new platform. The strict regulatory environment, including GDPR, the German Federal Data Protection Act, and the requirement for a NIS2 assessment, coupled with explicit European Union data residency requirements, imposes considerable constraints on selecting new providers and ensuring continuous compliance throughout any migration process. These factors add significant complexity and potential cost to a migration. A major challenge is the lack of financial data (revenue concentration, growth history), which makes it impossible to assess MindMind's financial capacity to fund a potentially costly and complex migration project. While there is some geographic diversity among vendor locations, the concentration on a few key vendors (primarily Shopify) means that negotiating terms or migrating away from these core services could be challenging. The current tech stack's simplicity (few custom applications) could be an opportunity, but this is largely offset by the inherent complexities of migrating away from a deeply integrated SaaS platform.

Compliance

7 in-scope frameworks identified; showing 3.

Danish Marketing Practices Act — Assessment Required

Risk is MEDIUM. The Danish Marketing Practices Act (Consolidated Act No. 426 of 3 May 2017, implementing EU Directive 2005/29/EC on Unfair Commercial Practices) governs marketing claims, consumer protection, and advertising standards. MindMind makes health-related efficacy claims (e.g., '75% experienced a positive difference,' '84% felt effect within 4 weeks,' 'reduces stress, anxiety, and sleep disorders'). These claims must be substantiated with adequate evidence. If the devices are not classified as medical devices, health claims must still comply with Danish Consumer Ombudsman (Forbrugerombudsmanden) guidelines. The Trustpilot 4.7★ rating and municipality/hospital collaboration data are used as marketing evidence, which must be accurate and not misleading.

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

ISO 27001 (source) — Assessment Required

Risk is MEDIUM. While ISO 27001 is a voluntary international standard, it is increasingly expected by enterprise and public sector customers. MindMind sells to Danish municipalities (Horsens, Sønderborg) and hospitals (OUH/H.C. Andersen Children's Hospital) — public sector entities that may require or prefer ISO 27001 certification from suppliers handling personal data. The company processes customer personal data and potentially health-adjacent data in its B2B healthcare/social services context. Without ISO 27001 or equivalent, MindMind may face procurement barriers with public sector clients and has no independently verified information security management framework. The privacy policy references 'relevant technical and organisational security measures' but provides no specifics.

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

NIS2 (source) — Assessment Required

Risk is LOW for NIS2 applicability based on current evidence. NIS2 (EU Directive 2022/2555, transposed in Denmark via the Lov om sikkerhed i net- og informationssystemer) applies to Essential and Important Entities in listed sectors meeting size thresholds (50+ employees OR €10M+ annual turnover). MindMind ApS appears to be a small company (12,500+ users but likely fewer than 50 employees based on company profile, single address, and small-business indicators). Its primary activity is manufacturing and selling physical breathing-guidance devices — not a listed NIS2 sector (not energy, transport, banking, health infrastructure operator, digital infrastructure, etc.). While it sells to healthcare organizations, it is a product supplier, not a healthcare entity or digital infrastructure provider. However, if the company grows beyond NIS2 size thresholds or if its digital health product classification changes, NIS2 applicability should be reassessed. The 'manufacturing' sector is listed under Important Entities but only for manufacturers of medical devices, in vitro diagnostic medical devices, motor vehicles, trailers, semi-trailers, and other transport equipment — BiBi/HALO devices may not qualify as regulated medical devices.

Evidence: https://mindmind.life, https://mindmind.life/pages/om-mindmind, https://www.cfcs.dk/en/, https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A32022L2555, https://www.datatilsynet.dk/english

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

Workforce by country

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