GoodHabitz

About GoodHabitz

GoodHabitz is an Eindhoven company that sells a library of online training in human and digital skills to employers. The library has 250+ titles in four formats, from 2-minute activities to courses of up to 5 hours, localised in 35+ languages. Employees learn on the GoodHabitz platform, in its mobile app or inside the company’s own LMS. Organisations pay one flat yearly rate on a custom quote, with all users and admin features included. Prosus has owned a majority stake since 2021, and Annabelle Vultee has been CEO since May 2024.

GoodHabitz sells companies unlimited access to a library of online training. Topics cover leadership, teamwork, wellbeing and digital skills, including AI literacy, Excel and data literacy. In-house teams write and film the content and localise it for each market. Clients get a dashboard, Promo Studio for internal learning campaigns and a dedicated coach for eligible accounts.

Maarten Franken and Patrick Stijfs started GoodHabitz in Eindhoven in 2011. Franken had already run several Dutch e-learning companies. In 2015 GoodHabitz launched in Germany and the UK, followed by France, Belgium and Spain. At the end of 2016 Parcom Capital took a 50% stake. By 2019 the company had 140 employees and €18 million in revenue.

In June 2021 Prosus bought a majority stake for about €212 million. At the time GoodHabitz had 150 courses in eight languages. In May 2024 Annabelle Vultee, a former COO of EF Education First in Shanghai, succeeded Franken as CEO, and Franken became chairman of the supervisory board. In 2025 GoodHabitz moved to short activity-based learning, and in 2026 it launched GoodHabitz Experts, an AI tool that turns internal knowledge into lessons.

History

1. 2011 Maarten Franken and Patrick Stijfs found GoodHabitz in Eindhoven on 1 January.
2. 2014 Registers the GOODHABITZ wordmark in November.
3. 2015 Launches in Germany and the UK, its first markets outside the Netherlands.
4. 2016 Parcom Capital takes a 50% stake and adds growth capital in December. GoodHabitz has about 100 courses.
5. 2019 Launches GoodScan and Promo Studio and gets ISO certified. 140 employees, €18 million in revenue.
6. 2021 Prosus buys a majority stake from Parcom and the founders for about €212 million in June.
7. 2022 Moves its headquarters into the Bunkertoren in Eindhoven and launches GoodHabitz Assessments.
8. 2024 Annabelle Vultee becomes CEO on 1 May. Founder Maarten Franken chairs the supervisory board.
9. 2025 Wins the EdTechX Award for Human Capital and LPI Gold accreditation. Puts 50 courses into Cornerstone Content Subscriptions.
10. 2025 Rebrands around activity-based learning in July. Malvina Belgrano joins as COO and Molly Zeugner as CPO in October.
11. 2026 Launches GoodHabitz Experts, an AI tool for internal training, in May.
12. 2026 Wins the EdTechX Generator Award for companies with more than €2 million in EBITDA in June.

GoodHabitz funding and investors

1. December 2016
   50% stake and growth capital Amount not disclosed

   Lead: Parcom Capital Parcom Capital

   Source: IO+
2. June 2021
   Majority stake €212 million

   Lead: Prosus Prosus

   Source: GoodHabitz, Prosus press release

GoodHabitz has not announced venture rounds. Parcom Capital bought 50% at the end of 2016 for an undisclosed sum. In 2021 Parcom and the founders sold a majority stake to Prosus. Prosus did not disclose the percentage.

Leadership

• AV Annabelle Vultee CEO since May 2024, formerly COO of EF Education First
• BvdL Bart van der Looij Chief Financial Officer
• IC Iris Cremers Chief HR Officer since July 2025, formerly at Prosus
• MB Malvina Belgrano Chief Operations Officer since October 2025
• MZ Molly Zeugner Chief Product Officer since October 2025

Co-founder Maarten Franken led GoodHabitz as CEO from 2011 to April 2024 and then became chairman of the supervisory board.

4Eindhoven 1Amsterdam 1Frankfurt 1Madrid

• Product2
• Sales2
• Customer success1
• Marketing1
• HR1

Perks

• 25 paid holidays, up to 10 more to buy
• Free year-round access to OpenUp
• Paid volunteer day every year
• Hybrid work and work-from-anywhere days
• MacBook

Training topics

Titles from the GoodHabitz LMS library page on 6 October 2026. Courses take 1.5 to 5 hours, lessons under an hour, assessments 3 to 20 minutes.

Video, blogs and resources

• GoodHabitzThe YouTube channel ↗

• Training catalogueEvery title, filtered by topic, format, length and language↗
• Interactive demoA walkthrough of the learner platform↗
• Case studiesSecuritas, Martin Braun Group, Paragon, Zumtobel↗
• ComplianceISO certificates, ESG, accessibility and AI principles↗

Products

• 1The Art of Feedback

  2Difficult Conversations

  3Responsible AI

  Training library 250+ titles in four formats: courses of 1.5–5 hours with a certificate test, lessons of under an hour in 5 activities, assessments and single activities of 2–20 minutes. Training catalogue ↗

• Leaderboard

  1Ana980

  2Tom860

  3Lea790
  Assessments Questionnaires of 4–20 minutes, such as Decision Styles and Emotional Intelligence, with a downloadable report and recommendations for what to learn next. Product overview ↗
• Lesson · 46 minutes

  How to Say No

  WatchPractiseReflect

  < 1 hour
  Online platform and app Employees log in through a browser or the GoodHabitz app for iPhone and Android, with single sign-on. The homepage shows recommendations and progress. Platform ↗
• Team progress

  Sales

  Support

  Product
  LMS and LXP integration The library plugs into 50+ LMS and LXP systems through LTI 1.3, deep linking and remote SCORM. Integration costs depend on the setup. LMS library ↗

• I need a lesson on onboarding new hires

  Inviting your expert to a short interview

  Lesson drafted, ready for review

  GoodHabitz Experts An AI tool, launched in May 2026, that interviews a subject-matter expert and turns the answers into a short mobile lesson. Authors and learners are unlimited, and pricing is on request. Experts ↗

How much is GoodHabitz?

• All features included Organisation licence Custom flat rate per organisation, billed yearly
• UK public sector, G-Cloud 14 £6,199 to £93,205 a year
• GoodHabitz Experts On request separate product

Is GoodHabitz free?

14-day free trial of the full library after a short call, without payment details. The trial ends automatically.

GoodHabitz quotes prices on request, checked on goodhabitz.com on 6 October 2026. One flat yearly rate covers all employees and admin roles. Payment is by bank transfer, credit cards are not accepted. The UK public-sector range comes from the G-Cloud 14 listing of GoodHabitz UK Ltd, filed in May 2024, in pounds per year.

• Written notice ↗
  1. Check the end date in the order confirmation
  2. Email written termination at least 2 months before the term ends
  3. Learners keep 12 months to download certificates

• In the sample UK order confirmation, contracts renew automatically for the same period.
• GoodHabitz invoices once a year before each new period, payable within 30 days.
• Discounts apply once and drop away on renewal unless agreed otherwise.
• After the certificate period, GoodHabitz deletes all data, at no extra cost.

Refund rules

Fees

The client pays the full fee however often employees use the service.

Prices

GoodHabitz may index prices yearly to the European HICP.

Outages

Interruptions do not give a right to a refund or discount.

Disputes

Dutch law, court of the district of Oost-Brabant.

From the GoodHabitz International B.V. general terms of 19 September 2022, the G-Cloud 14 pricing document and service listing of May 2024, checked on 6 October 2026. Each client’s order confirmation takes precedence.

Ratings

• Webmy.goodhabitz.com in any desktop browser
• iPhone and iPadGoodHabitz app, free
• AndroidGoodHabitz app, 50K+ downloads
• LMS and LXP50+ systems, LTI 1.3, deep linking, remote SCORM
• Cornerstone50 courses in 22 languages in Content Subscriptions
• Single sign-onIncluded in the flat rate

• 4.6 G238 ratings
• 2.8 App Store, Netherlands22 ratings
• 2.7 Google Play83 ratings

App details, App Store US

Developer

GoodHabitz B.V.

Google Play downloads

50K+

Last update

August 2026, version 1.63.0 on iPhone

Price

Free, needs an employer account

Is GoodHabitz worth it?

What users write in reviews, not our rating. GoodHabitz has no reviews on Trustpilot. The mobile apps score 2.8 on the Dutch App Store and 2.7 on Google Play, and most complaints concern loading and crashes.

Latest news

• 2026EdTechX Generator Award
• 2026LPI Gold Accreditation, second year
• 2025Core Challenger, Fosway 9-Grid for Digital Learning
• 2025LPI Gold Accreditation
• 2025EdTechX Company Award for Human Capital
• 2024Training Industry Top 20 Online Learning Library
• 2024Training Industry Assessment and Evaluation Watch List

1. 16 June 2026GoodHabitz wins the 2026 EdTechX Generator Award ↗
2. 5 May 2026Introducing GoodHabitz Experts ↗
3. 5 March 2026GoodHabitz for All, a CSR programme ↗
4. 13 October 2025Malvina Belgrano joins as COO and Molly Zeugner as CPO ↗
5. 10 July 2025New branding and strategy, Making Learning a Habit ↗
6. 6 May 2025GoodHabitz partners with Cornerstone ↗
7. 21 May 2024Annabelle Vultee succeeds Maarten Franken as CEO ↗
8. 15 June 2021Prosus to acquire majority stake in GoodHabitz ↗

Contacts and company data

• Supportsupport@goodhabitz.com
• Data protectiondpo@goodhabitz.com
• Compliance and accessibilitylrc@goodhabitz.com
• SalesRequest pricing
• Press and partnershipsContact form

Legal entity

GoodHabitz B.V., Vincent van den Heuvellaan 5, 5612 MZ Eindhoven, Netherlands

KvK, GoodHabitz B.V.

17217883, holding company

Former names

E-Learningwinkel, Elephant Road, GoodWallet

Contracting party

GoodHabitz International B.V., KvK 87491249

Security

ISO 27001:2022, ISO 27701:2019, ENS in Spain

Hosting

European servers

Accessibility

Works towards WCAG 2.2 AA

Alternatives to GoodHabitz

• Lepaya🇳🇱 Netherlands Soft-skills training that mixes online modules with live workshops, also from the Netherlands. →
• Speexx🇩🇪 Germany Language and communication training for employees, from Munich. →
• 360Learning🇫🇷 France A learning platform where employees build courses for each other, from Paris. →
• CoachHub🇩🇪 Germany One-to-one digital coaching with certified coaches, from Berlin. →
• Udemy BusinessUnited States A large course catalogue for companies, from entry-level to advanced subjects. ↗
• Coursera for BusinessUnited States University and company courses with certificates for employees. ↗

How we built this profile

1. Sources. Facts come from the company’s own website, press room, imprint and careers page, from Wikipedia, the App Store, Google Play and Trustpilot. Every source is listed on the page.
2. Checks. Kinescope checked every number on 6 October 2026. Prices, ratings and job counts change, and we refresh them with each update.
3. Our words. Descriptions are written by the Kinescope team. Quotes from reviews are marked with the author and source, and we do not rate the company ourselves.
4. Corrections. The company can send new facts or corrections, and we update the profile.

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