Find out how MindCo can help your people tackle smoking addiction and ease stress

We are pleased to announce our new partnership with MindCo,1 a California-based digital health company. MindCo specialise in virtual reality (VR) programmes which focus on improving mental health and tackling smoking addiction.

Our multinational clients are now able to partner with MindCo globally to offer their employees MindCo’s MindCotine and MindCoRelief services.2

MindCotine is a VR-based smoking cessation programme that helps people tackle smoking addiction through a unique combination of VR experiences, tried-and-tested cognitive behavioural therapies, mindfulness exercises, and live coaching.

MindCoRelief is a VR mindful exposure therapy (VR-MET) programme that aims to help people ease their anxiety and stress.

Employees will have access to both support programmes with four methods of engagement:

  • a physical kit, including a VR headset

  • virtual training, including VR exposure scenarios

  • a mobile app which can track progress

  • a human coach, offering weekly coaching sessions and 24/7 support through the app’s chat function.

MindCotine is the first clinically validated VR smoking cessation programme in the world. According to a study conducted with researchers from Johns Hopkins University, the MindCotine programme yielded 33% smoking cessation efficacy at 90 days, compared to 16% for those using a nicotine patch and 12% for those using cognitive behavioural therapy (CBT) counselling alone.3

Smokers are estimated to each cost firms an average of US $7,000 per year more than non-smokers, due to excess healthcare costs and lost productivity. Three out of 10 cancer-related deaths can be attributed to smoking.4

Luciano Lopatin, Chief Revenue Officer at MindCo, said: “We’re extremely excited to be able to partner with MAXIS GBN in our continued drive to help smokers quit. We’re very proud of the MindCotine programme and its innovative approach which is clinically proven to help. We passionately believe that helping people quit smoking offers long-term benefits, not only for their own health, but for everyone.”

Dr. Leena Johns, Head of Health and Wellness at MAXIS GBN, said: “Smoking remains a major challenge for society, with significant health and financial impacts. The MindCotine product is a new and proven way to help employees with this challenge and in turn boost their health. We’re delighted to be adding MindCo to our roster of partners and expect strong demand from employers looking to help their people overcome their smoking addiction.

“And as mental health becomes an even more important subject in the workplace, we are pleased that we can offer MindCoRelief to help employers ease their people’s stress and anxiety.”

MindCo joins our wellness technology marketplace, a dedicated and unique suite of digital-led health and wellness services from some of the world’s most innovative providers, who deliver global wellness solutions to multinationals and their employees, matching the footprint of a multinational employer.

For media enquiries please contact
Nick Spearing / Kate Ross
MAXIS Global Benefits Network – [email protected]  

1Mindcotine Inc. doing business as MindCo Health, a company registered in Delaware, United States of America having its registered office at 2021 The Alameda, suite 380, San Jose, CA, 95126
2MAXIS GBN may receive fees, commissions and/or other remuneration from third parties in connection with the services we carry out for you.
3Various, Journal Medical Internet Research (accessed March 2022)
4Anon, Pivot (accessed March 2022)

This has been prepared by MAXIS GBN and is for informational purposes only – it does not constitute advice.  MAXIS GBN has made every effort to ensure that the information contained in this document has been obtained from reliable sources, but cannot guarantee accuracy or completeness.  The information contained in this document may be subject to change at any time without notice.  Any reliance you place on this information is therefore strictly at your own risk. 
About MindCo
MindCo have developed the only approach to changing unhealthy habits and behaviours by using cognitive behavioural training and VR-MET, Virtual Reality - Mindful Exposure Therapy. This proprietary, immersive technology yields highly effective and engaging treatments for behavioural health that can be practised in the home. Their unique kits offer a way to train your brain where and when you want.
MAXIS Global Benefits Network (MAXIS GBN), co-founded by MetLife and AXA in 1998 is one of the leading international employee benefits networks providing global service capabilities and delivering world-class employee benefits perspectives and solutions to clients in over 120 markets around the world. In February 2016, MetLife and AXA further strengthened their relationship by combining all of its MAXIS GBN existing operations under a joint venture company. This transformation helps leverage the existing strength of the network and its two parent companies while further enhancing the client experience, focusing on product innovation and providing data analytics. For more information, please visit
The MAXIS Global Benefits Network (“Network”) is a network of locally licensed MAXIS member insurance companies (“Members”) founded by AXA France Vie, Paris, France (“AXA”) and Metropolitan Life Insurance Company, New York, NY (“MLIC”). MAXIS GBN, a Private Limited Company with a share capital of €4,650,000, registered with ORIAS under number 16000513, and with its registered office at 313, Terrasses de l’Arche – 92727 Nanterre Cedex, France, is an insurance and reinsurance intermediary that promotes the Network. MAXIS GBN is jointly owned by affiliates of AXA and MLIC and does not issue policies or provide insurance; such activities are carried out by the Members. MAXIS GBN operates in the UK through its UK establishment with its registered address at 1st Floor, The Monument Building, 11 Monument Street, London EC3R 8AF, Establishment Number BR018216 and in other European countries on a services basis. MAXIS GBN operates in the U.S. through MAXIS Insurance Brokerage Services, Inc., with its registered office located at c/o Katten Muchin Rosenman LLP, 50 Rockefeller Plaza, New York, NY, 10020-1605, a NY licensed insurance broker. MLIC is the only Member licensed to transact insurance business in NY. The other Members are not licensed or authorised to do business in NY and the policies and contracts they issue have not been approved by the NY Superintendent of Financial Services, are not protected by the NY state guaranty fund, and are not subject to all of the laws of NY.