Incentifi has launched a UK beta programme and secured investment from Marcus Watson, giving HR and reward teams at a small first cohort of employers early access to a wellbeing rewards model designed to link everyday healthy habits directly to tangible, self-funded incentives.

Incentifi, founded in 2023 and based in London, is an employee wellbeing platform that converts everyday healthy habits, such as steps, exercise and workouts, into points redeemable for travel and other rewards, having previously raised €174,000 (£150,000) in pre-seed funding in January 2026.

Adoreum Partners is a specialist global business development firm founded by Marcus Watson and Rob Hersov in 2009, running the Adoreum Club network and Adoreum Capital venture platform.

The strategic logic runs a small, named beta cohort, Enzo Tech Group, Primis Talent and M.S Webb, rather than a broad launch, letting Incentifi test the engagement and retention assumptions with real employers before scaling into an increasingly crowded wellbeing tools market.

The structural driver is a self-funding reward model that converts activity into travel and financial value without adding to employer benefit budgets, addressing persistent employer resistance to committing further spend on wellbeing amid competing HR priorities. Marcus Watson said wellbeing is discussed more often than it is actually rewarded, and that Incentifi closes that gap by funding rewards through its own model rather than an employer's budget. Paul Kelbie, co-founder of Incentifi, said Watson's backing marks a significant vote of confidence as the business enters its beta phase.

For the sector, the case signals that investor appetite persists for wellbeing platforms built around measurable behaviour change and self-funding economics, rather than platforms that simply add to existing benefit cost lines, a distinction likely to shape which vendors gain traction as the wellbeing tools market becomes more crowded.

Source: IT Brief UK