At only sixteen, high school students are asked to decide what they want to study in university or college. It’s a time of immense pressure and choice that can feel overwhelming. I remember feeling lost and confused. It turns out that feeling never truly goes away and pops back during times of transition, whether it’s into the workforce, mid-life, or as we approach retirement.

North Americans face outdated or overwhelming expectations and norms, while modern life inundates us with the appearance of choice and information. Yet, there’s so little guidance and support for how to lead rich, internally fulfilling lives. Life is busy, and our primary sources of advice – friends and family – generally only reinforce their values or lifestyle. It’s no surprise that two-thirds of Canadians are not satisfied with their lives and less than one percent self-actualize.

Campfire was born from this insight - it's a human development platform designed to help people discover and follow their internal beacon and build a balanced, fulfilling life. At heart, it’s a guided journaling mobile application where users can discover, plan, and work towards their desired future. A unique framework helps Campers explore the nuances of life, including identity, values, fitness, finances, lifestyle, vocation, learning, and adventure.

Unlike typical journaling, Campfire is cumulative, allowing users to build and refine their self-understanding over time. And unlike typical coaching, Campfire is independently programmed, allowing interactions with coaches and therapists to be more effective as Campers work through their growth journey. Much like Inkblot Therapy, Campfire can offer lifestyle coaching for a fraction of the North American average by exclusively offering remote sessions within a programmatic structure.

Campers can form communities and grow together, looking to each other for guidance and encouragement. By using Campfire, Campers make better choices, feel more satisfied with their life, and confident in the future.

In the United States, self-help is a $13.2B industry, while lifestyle coaching is a further $1B. There is a huge opportunity to make self-help more effective and lifestyle coaching more accessible by making guided programming and lower costs available to the 113M US iOS users. In the US, consumers spent over $78B on weight loss and diet control and $13B on personal trainers.

Noom, which is a comparable behavioural sciences platform focused on eating habits and weight loss, launched in 2016 and is looking to IPO in 2022 at a target valuation of $8B. While The Fabulous, which launched in 2017 and focuses on habits formation, has 200-300k downloads and between $1-2m in monthly revenue.

With similar success and rate of development, Campfire could IPO in 2028 or look to be acquired earlier. With 1M active users, 10 percent of them on Premium plans, Campfire would generate gross annual revenues of 6.5M.

Campfire is a human development platform merging technology and humanity to empower people and communities. Our first offering, the guided journaling mobile application will help users of all ages have better mental health, career prospects, happiness, and ultimately lead a more fulfilling life.