I’ve shared how Maavee is built for good and how that concept fuels every aspect of our deliberately architected business model. But it’s not enough to simply say it, so I wanted to share how we actually do it.

For some context, Maavee is a wellness solution for employers, employees and humans alike that offers a new way to experience our highly personal wellness journeys. We converge content to inform and inspire, community for connection and support, and a marketplace of the best wellness products and digital services on the planet to be discovered along the way.

On this last point, Maavee is not an open marketplace for just any wellness-related product or service to be sold. Our brand promise is to make it easy to discover the best of wellness, and part of our strategy is to connect our own individual well-being to that of the world in which we live. One way we do that is by ensuring that each of our brand partners that offer their wellness solutions on our platform have a demonstrated and visible commitment to making the world a better place. 

So how do we deliver on that promise? The simple answer is, with great intention. The technical answer is via what we call The Maavee ESY Methodology For Good. This framework provides a transparent process to assess brands’ commitments to the Environment, to Society and to You (i.e., the consumer). 

Here’s how it works:

1. We conduct market research to identify prospective wellness brands, products and digital services. We seek both known and less known brands that are highly regarded, highly desired and highly committed to purpose.
2. For those brands that make our initial target list, we conduct a preliminary investigation to identify their brand promise and any public commitments they have made to the planet, society and the consumer. For example, do they take specific actions to reduce their carbon footprint, do they advocate for equality on their social channels, or do they seek to educate beyond simply marketing?
3. We then make contact with the brand, explain our solution and for good approach to wellness, determine “fit,” and only if it makes sense, invite them into our formal ESY assessment process.
4. If they agree, we deploy a self-certification — a crucial moment for the brand to articulate how their actions are living up to their words — focusing on the steps they’ve taken (and even plan to take) to make the world a better place. Importantly, we ask for evidence to support their responses.
5. We then review the brands’ self-assessments as a committee and score their responses (seeking clarification where necessary) in order to determine if they will be invited to join our family and be available to be “discovered” by our customers as they connect to and navigate wellness. 

For over a year, we have been continually evaluating our own evaluation process. We have learned a lot — about ourselves, about the market, about how brands are trying to make a difference in the world, and about how to optimize what it means to be “committed to good.” All that to say, it’s not a perfect process for several reasons: (1) it takes a lot of time to evaluate a brand, (2) we are beholden to the information that is provided to us by the brand and that is publicly available, and (3) our evaluation is quickly out-of-date once completed since each business is constantly evolving. In doing the work to continuously re-evaluate and refine our own practices, we’ve learned that Maavee should not be the sole owner of the definition of “good.” We should, however, set reasonable standards and, to the best of our ability, ensure that these standards are met. After all, we have brands big and small with more or less resources to invest in and contribute to doing good. Most importantly, we learned that Maavee’s greatest opportunity is to actually empower our brand family to be better over time and have even more impact in the world together.

And that’s exactly why we have formalized this community of like-minded, ethos-aligned brands that are bringing incredible offerings to the market and also committed to doing good in the world. We firmly believe in the power of the market network, so we created a way to tap into this power. 

Meet The Maavee Brand Collective.

Maavee is leaning into a strategy of better together. In addition to helping humans to pursue well-being, we do the same for companies (including both our clients — employers — and our brand partners). We offer a structure to engage one another, to support and be supported, to workshop business challenges, to generate ideas, and to take action, among many other things. And to further walk-the-walk, we bring it all to life with the Maavee Impact Blueprint, a playbook to accelerate both business and social impact. The Blueprint is meant to harness the power of the network and is a result of market research, interviews and data from our brand partners and investors, and many years of expertise in building and growing businesses and creating social impact.

I have gotten the question about how to determine whether brands are doing enough good. My response is simple and clear: All of our brand partners are well-intended and taking steps to make the world a better place. It’s true that some have more resources than others and those should be doing more. Most importantly, we collectively learn from each other, we offer each other support to grow our businesses and impact, and we seek opportunities to tap into the power of the network to do even more. Maavee simply empowers this to happen. After all, we are, in fact, better together.

About Maavee
Maavee is a wellness platform built for humans, offered by employers, and architected with purpose. Rather than offering wellness solutions with broad appeal that miss the mark, Maavee allows employers to truly meet the unique needs of their diverse employees through a stipend spent along each employee’s highly personal wellness journey. Maavee’s rich mobile experience is designed to support one’s lifelong aspiration to be well and to discover the best of wellness along the way. Through a combination of content to inform and inspire, community for connection and support, and a marketplace of hyper-curated wellness products and services from brands doing good in the world, Maavee is where wellness journeys unfold for people, companies, and communities. Join the movement.