DC wellness rewards platform SoHookd finds post-pandemic success with Google for Startups

BJ Wiley sees entrepreneurship as a way to solve pressing issues and create a better world.  She started SoHookd, a gifts and rewards wellness hub when she realized she could bridge the health equity gap and give people access to wellness.

“SoHookd’s mission is to deliver health that was left out of the health delivery model by providing preventive health benefits,” said Wiley.

With customers including Aetna, Cigna, Morgan Stanley and Planned Parenthood, SoHookd finds that health and well-being are now top priorities for companies and health plans. Employees need support for their physical and self-care needs, and Wiley found a gap in the marketplace for consumers who want access to healthy foods, rest and recovery. She noted that the pandemic exposed the lack of internal preparedness across organizations regarding employees’ mental and physical health.

“Companies now realize that there is no one-size-fits-all approach to wellness and that they need to meet people where they want to be met across the self-care spectrum,” explained Wiley.

While programs and platforms with similar offerings exist, the founder added that SoHookd distinguishes itself with the level of targeted and nuanced offerings it provides — particularly when it comes to accessibility for those that may not be able to afford more expensive platforms on the market.

“Our biggest differentiator is that we own our marketplace, curate offerings that resonate with customers, and respond to what people need and want,” Wiley said. “We focus on inclusivity and bring things that are aspirational at a good price point. For example, we offer shift workers the same or similar solutions as headquarters employees.  We also enhanced our offerings in Spanish because we do not want language to be a barrier.”

SoHookd recently participated in the Black and Latino Founders Fund cohort from Google for Startups, which Google says has helped nearly 500 entrepreneurs from the aforementioned communities raise $400 million post-Google’s investment since its founding as two separate funds in 2020.  After raising a $1.6 million seed round in 2022, SoHookd is also rebuilding its product, adding features and getting its infrastructure in place.

With a self-reported 80% engagement rate and a majority of customers renewing, SoHookd’s inclusive approach to preventive health and self-care appears to resonate with employees and employers alike.