# Wellx

> Digital health insurance platform combining wellness rewards, wearable integrations, and behavioral science for the UAE market

## At a glance

| Field | Value |
| --- | --- |
| Category | Customer Engagement |
| Type | Solutions Provider |
| Region | EMEA |
| Headquarters | Dubai, UAE |
| Founded | 2021 |
| Stage | Startup |
| Employees | 11-50 |
| Funding | Seed |

## Overview

Wellx is a customer engagement and digital health insurance platform based in Dubai's DIFC, serving individuals, families, corporates, and SMEs in the UAE. The platform connects health insurance with proactive wellness behaviors using AI, wearable data integrations, and gamification to shift insurance consumption from a reactive to a preventive model.

The platform integrates health data from wearables including Apple Watch, Fitbit, and Whoop to personalize insurance plans and track daily wellness activity. Users earn rewards (xCoins) by completing health goals and challenges, redeemable at a partner marketplace. An AI coaching layer (Wellx Mind, powered by Amal) addresses mental wellness alongside physical health tracking. The B2B offering provides corporate clients and insurance carriers with population health analytics and aggregated risk data for underwriting and pricing optimization.

Wellx launched commercially in 2022 and raised a USD 2M seed round in July 2023 led by the Dubai Future District Fund, with backing from 500 Global, Plug and Play Ventures, Loyal VC, and several other investors. A follow-on undisclosed round closed in April 2025 with Oraseya Capital and Standard Chartered Women in Tech. The company was selected to represent UAE at Google's AI Accelerator program in 2023.

## Products & services

### Wellx Mobile App

Consumer-facing application combining health insurance management with gamified wellness tracking. Users set personal health goals, participate in challenges, monitor daily activity, and earn xCoins redeemable in a partner marketplace (e.g., 2,500 xCoins = 50 AED Amazon voucher). Connects directly to wearables for real-time health data ingestion.

**Key features:**

- Wearable integrations \(Apple Watch, Fitbit Connect, Whoop 4\.0 and 5\.0\)
- Gamified challenges and rewards via xCoins loyalty program
- Personalization engine powered by behavioral science and AI coaching
- Partner marketplace for reward redemption

*Target users:* Individual consumers, families

### Wellx Mind \(powered by Amal\)

AI-driven mental wellness and coaching service integrated into the main platform. Provides cognitive and emotional support alongside physical health tracking.

**Key features:**

- AI coaching for mental wellness
- Integrated with the Wellx app experience
- Complementary to physical activity tracking

*Target users:* Individual consumers, corporate employees

### B2B Platform \(Corporates, SMEs, Insurers, Brokers\)

Business-facing offering enabling insurers and brokers to run employee wellness challenge programs, access real-time population health data, and improve underwriting pricing through aggregated analytics.

**Key features:**

- Employee challenge programs and wellness interventions
- Real\-time population health data for underwriters
- Aggregated data analytics for risk pricing optimization
- Co\-branding and distribution partnerships for brokers

*Target users:* Insurance carriers, SMEs, enterprise employers, insurance brokers

### Executive Coaching

Personalized executive coaching sessions available through the platform for corporate users and individuals.

*Target users:* Corporate clients, professionals

### Hypnotherapy \(via Mind Your Power partnership\)

Partnership-based hypnotherapy service extending the wellness offering available to platform users.

*Target users:* Individual consumers

## Category & focus

- Subcategories: Wellness integration, policyholder mobile app, gamified rewards, population health analytics
- Insurance verticals: Health
- Target customers: Carriers, Consumers, Employers

## Notable customers

- Individual consumers and families in UAE \(health insurance subscribers\)
- Corporate and SME clients \(employee wellness programs\)
- Insurance carriers \(B2B data and analytics\)
- Insurance brokers \(distribution and co\-branding\)

## Links

- Website: <https://wellxai.com>
- Directory profile: <https://insurtechlist.com/companies/wellx/>
- Blog: <https://wellxai.com/articles>
- Linkedin: <https://www.linkedin.com/company/wellxai/>

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*Last updated: 2026\-06\-19*