As it looks to expand its digital presence in the consumer-engagement segment, Meredith Corp acquired mindfulness app Stop, Breathe & Think (SBT). Terms of the deal were not disclosed.
The acquisition follows a recent study conducted by Meredith and The Harris Poll that revealed American women are experiencing stress at heightened epidemic levels.
The SBT platform, cofounded by Jamie Price and Julie Campistron in 2015, is a leading mindfulness brand on Amazon Alexa, counting 17 million check-ins to date. The platform was also the first mindfulness publisher on Snapchat’s Discover page and responsible for the first mindfulness programming for kids on Hulu.
The platform will be used by Meredith Corp’s affinity marketer Synapse to create new customer loyalty offerings across its retail and online distribution channels.
“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,” Tom Witschi, president of consumer products at Meredith, stated.
SBT has differentiated itself due to four key components. Users can complete regular emotional check-ins that drive the app to recommend corresponding mindfulness activities and a series of expert-driven, multi-day programs help users deal with issues like anxiety, sleep or stress.
The SBT platform also offers diversified products for children and maintains a strong presence across elementary, middle and high schools across the U.S. In addition, SBT has established a multiplatform distribution strategy, including Snapchat and Amazon Alexa.