Meredith Corp Buys Stop, Breath & Think Mobile Mindfulness App

Meredith Corp announced Tuesday that it made a strategic purchase with its recent acquisition of Stop, Breathe & Think (SBT), a mobile mindfulness app.

Meredith Corp Buys ‘Stop

Source: Meredith Corp

Meredith Corp announced Tuesday that it made a strategic purchase with its recent acquisition ofStop, Breathe & Think(SBT), a mobile mindfulness app. The four-year-old app has more than 17 million emotional check-ins to date. The app differentiates itself from its competitors with regular emotional check-ins and mindfulness acts, multi-day programs, apps for children and distribution on multi-platforms.

Stop, Breathe & Think is an ideal strategic fit for Meredith and our increasing focus on consumer products, services and experiences, said Meredith Consumer Products President Tom Witschi in anOctober 29 news release.

 Breath & Think’ Mobile Mindfulness App

Source: Stop

We are excited to enter the fast-growing mindfulness space and view this as an important addition to our well-established health and wellness expertise. SBT has natural synergies with Meredith brands and platforms and will provide Synapse, our affinity marketing business, with an attractive new product for its unique retail and online distribution channels, added Witschi.

Among the benefits of acquiring SBT is the apps broad reach. It is a leading mindfulness brand on Amazon Alexa, the first mindfulness publisher on Snapchats Discover page and the first mindfulness programming for kids on Hulu. The apps target audience is also compatible with Merediths target market of millennial women.

Like other popular mindfulness apps, SBT uses a freemium model with a free version andpaid premium plans. Stop, Breathe & Think has several premium plans, available for monthly, annual or lifetime payments. The plans are available for all ages + kids, starting at $5.91 a month, and all ages and kids 5 to 11, starting at $4.91 a month. The all ages plans include more than 100 activities including meditation, breathing, yoga and acupressure, as well as customizations and the regular addition of new activities. The kidss plans have premium missions and kids yoga videos.

“Our mission is to help more people find peace of mind and build emotional strength. We are thrilled to join forces withMeredith, a content-driven company with unparalleled consumer reach, to bring SBT to its massive audience,” said co-founders Jamie Price and Julie Campistron, who will remain in their roles.

One of SBTs competitors is Calm, which is the #1 mobile app for meditation and sleep. The app, which was named Apples 2017 App of the Year, offers a lifetime plan, like SBT, as well as other plans which include guided meditations, sleep stories, masterclasses and more. With more than 700,000 five-star reviews, Calm is a solid competitor. The company launched in November 2018 and it has already hit $150 million in recurring revenue.

Insider Take:

Meredith likely acquired SBT for a similar reason – new audiences, potential growth and diversification of revenue. With the freemium model, Meredith has new opportunities to offer its advertisers and to advertise its own brands. It also can upsell SBT users to grow its recurring revenue stream, creating more sustainable revenue sources. With a market of users clamoring for destressing and calming apps, SBT just might be the next big thing and Meredith wants in on the action.

Up Next

Register Now For Email Subscription News Updates!

Search this site

You May Be Interested in: