Last year, my business partner Mikael and I decided to fund a local initiative. We live in the deep village of southern Sweden now. It is a far cry from our old life in Berlin, where the sheer volume of people meant that something was always happening, whether we wanted to participate in it or not.

In the silence of the Swedish countryside, I believed that because nothing much existed here, it would be easier to build something new. A blank slate is a tempting invitation. We found a small group trying to start a maker space in a local township of about 800 people. We loved the idea, and thought how hard can this be?

As it turns out: pretty, pretty hard.

The first meeting was a classic success: there were cookies! There were shared ideas. There was that warm, fuzzy glow of potential. But that initial enthusiasm didn’t amount to a movement. It didn’t translate into the daily or even weekly, grit-toothed work of making a space actually function.

Today, the project is as close to dead as my cactus was last winter. My cactus survived, and I am still rooting for this initiative to have the same outcome🤞

The Power of the Orbit

Why did it stall? Were the ideas bad? Is the Swedish winter simply a cold-blooded killer of ambition? (And this one was especially cold)

Or is it just a lack of critical mass?

Critical mass starts with that kind of charisma, but it survives on something else: 🤌 friction 🤌

The Echo Chamber of One

Critical mass isn’t just about having enough hands to do the work, though that’s a huge part of it. It’s about having enough smart, interested, dedicated people to challenge the idea. When you have a crowd, the idea gets pushed, refined, and stress-tested. It becomes THE winning idea through the heat of collaboration.

Without that mass, you are effectively living in an echo chamber of one.

You can claim you’re ready to receive feedback and open to collaboration, but if there’s no one there to push back, your idea never gets a chance to learn to walk. You end up in a vacuum where it simultaneously matters and doesn’t matter what you do, because the outside world isn’t reacting. The outside world doesn’t even know your idea exists.

What Critical Mass Really Is

Through this experience, I’ve realized that critical mass is a living thing:

🧷 It’s a safety net: It means you don’t have to pull the entire weight of a project by yourself.

🪞 It’s a mirror: It forces you to adjust, grow, and listen.

⏳ It’s temporary: People come and go; life shifts. You have to nurture it constantly.

Sometimes, the lack of critical mass is like a warning sign on a deck chair, whispering that I should probably gravitate and sit elsewhere.

This won’t be the last local initiative we support. I still believe that amazing things should happen where people actually live. I still believe communities can solve real problems and make (in)credible things happen. But next time, I’ll be looking for the orbit before I bring the cookies or a checkbook.

Until the next time, and the next initiative 💗

This week’s featured startup is Glooma, where I joined in 2024 as a health economics and market access coach. Glooma is tackling a major challenge in breast cancer detection—ensuring timely diagnosis to improve survival rates.

Why Glooma stood out to us:

#1 The scale and the impact of the problem ⛰️

The mortality rate of breast cancer varies depending on geographic location and access to care. Women in rural areas have less access to diagnostic tools, leading to later-stage diagnoses and poorer survival rates compared to those in urban areas (1,2). Late-stage diagnosis remains a key driver of high breast cancer mortality rates (3).

‼️ Breast Cancer Mortality in Rural Areas Isn’t Declining as Fast

Rural and remote areas continue to pose major challenges for timely detection and diagnosis. While breast cancer mortality has been declining overall, rural areas have experienced a significantly slower reduction in deaths compared to large metropolitan regions.

📉 In fact, the decline in mortality in rural areas was about 69% less than in large metropolitan areas (4).

‼️ Breast Cancer Treatment Remains Painfully Expensive

In 2019, patients paid more out-of-pocket for breast cancer care than for any other type of cancer—a staggering $3.14 billion in total costs (5).

Treating advanced-stage breast cancer comes with significantly higher costs than early-stage treatment, particularly for chemotherapy, which, alongside surgery, is one of the largest cost drivers in the first 12 months after diagnosis (6):

💰 Estimated chemotherapy costs per stage
🔴 $5,170 – Stage 0
🔴 $13,818 – Stages I/II
🔴 $34,425 – Stage III
🔴 $35,686 – Stage IV

#2 The team 🏆

The Glooma team combines engineering and business expertise. At their core, they are engineers first, leveraging their material science skills and know-how to develop a solution with a transformative impact on women's health and quality of life.

💓 I deeply appreciate their commitment to solving the late breast cancer detection problem—choosing to dedicate their talents to an issue that truly matters.

#3 It affects younger women disproportionately ⚖️

While breast screening programs exist across the Western world, they primarily target middle-aged and older women. This leaves younger women at risk, as their breast cancer is often detected at a later stage, requiring harsher and more prolonged treatments.

🌱 Young women diagnosed with breast cancer are more likely to present with advanced disease and face higher mortality rates than older women (7).

Compared to older women (7):

• Younger women are 70% more likely to present with symptomatic rather than screening-detected breast cancer.

• Younger women are 50% more likely to experience a diagnostic delay of more than 180 days.

Glooma in Their Own Words

We asked the team at Glooma a few questions, and here’s what they shared:

What’s your one-line pitch that makes people go, “Tell me more”?

We are developing an AI-powered glove that enhances breast self-exam by detecting changes in breast tissue and connecting women with medical professionals for timely insights.

Why does the world need your solution, and why now?

Breast cancer diagnoses are rising globally, with younger women increasingly affected. Early detection can save lives, yet current self-exam methods lack precision.

Which metric(s) from 2024 are you most proud of, and what do they say about your performance?

We’ve launched multiple pilots and usability tests, secured around €700 thousand in grants, and participated in prestigious international business programs. These achievements demonstrate industry recognition of our innovation, validate our technology, and underscore the importance of our mission.

Which market are you targeting, and where will we find you in 2025?

We’re focusing on the U.S. market due to the FDA’s proactive engagement and the potential for faster regulatory approval. By 2025, we aim to finalize development, validate our product’s effectiveness, and prepare for commercialization to make a meaningful impact on women’s health.

What’s the scariest challenge you’ve tackled so far, and what did you learn from it?

Our biggest challenge was navigating the complex regulatory landscape while ensuring our product meets high clinical standards. This process taught us resilience and adaptability, emphasizing the importance of collaboration with experts and iterative product improvement.

If someone handed you a blank check, what’s the next big thing you’d do?

We’d scale up our clinical validation and usability studies, accelerate FDA approval, and expand our product’s capabilities to include broader health monitoring features.

How can people help or get involved right now?

Every contribution—whether financial or through advocacy—helps show the world that this solution is urgently needed. Additionally, you can help us to connect with investors or Principal Investigators in the US who share our vision and can support us in advancing our mission. If you have leads or suggestions, please don’t hesitate to reach out through our website or LinkedIn.

👉 You can find Glooma at 👈

Glooma.pt

LinkedIn

🪴 5one8 is a venture building initiative Mikael and I started to help early stage projects shape into startups that have the potential to become commercial successes. Additionally, we are nano angel investors, investing in process improvements in healthcare. 🪴

References:

1. Sprague BL, et al. Identifying key barriers to effective breast cancer control in rural settings, 2021

2. LeBlanc G, et al. Rural-Urban Differences in Breast Cancer Stage at Diagnosis. Womens Health Rep (New Rochelle). 2022 Feb

3. Anderson BO, et al. The Global Breast Cancer Initiative: a strategic collaboration to strengthen health care for non-communicable disease, 2021

4. Buzick J, et al Rural-urban disparities in breast cancer-related mortality in the United States (1999-2020), 2023

5. National Cancer Institute. Surveillance, Epidemiology, and End Results (SEER) Program. Annual Report to the Nation 2021: Special Topic: Patient Economic Burden of Cancer Care, 2021

6. Blumen H, et al. Comparison of Treatment Costs for Breast Cancer, by Tumor Stage and Type of Service, 2016

7. Partridge AH, et al. The effect of age on delay in diagnosis and stage of breast cancer, 2012

This week’s featured startup is Calmly, where I joined in late 2024 as a business coach. Calmly is tackling a significant and not yet well solved challenge: mental health.

Why Calmly stood out to us:

#1 The scale and the impact of the problem ⛰️

It is estimated that 1 in 5 adults may have experienced a common mental disorder in the past 12 months, and nearly 1 in 3 people will have faced a common mental disorder at some point in their lifetime (1).

When it comes to anxiety, the numbers are even more striking. More than 2 in 5 people have experienced anxiety symptoms, and 1 in 3 of those affected did not recognize or associate their symptoms with anxiety. Poorly managed—or entirely unmanaged—anxiety leads to a significantly reduced quality of life and higher direct and indirect healthcare costs (2).

Although anxiety might appear to be a milder issue on the mental health spectrum, it accounts for one-third of all mental disorder-related costs (4).

Mental health disorders as a whole contribute to 16% of global DALYs (disability-adjusted life years), with approximately 418 million DALYs attributed to mental disorders in 2019—a figure that has doubled over the past 30 years (5, 6).

#2 The team 🏆

The Calmly team embodies the true grit of a startup. Bootstrapped and resourceful, they are meticulously planning and experimenting to discover what works. They are driven not only by their mission to improve the mental health of the populations they serve but also by their commitment to building a better, technology-enabled approach to personalized care.

What sets them apart is their early focus on monetization, which provides a significant advantage. By testing their product in real-world scenarios, they’ve gained a clearer understanding of what works, what doesn’t, and the tangible value of their offering. This pragmatic approach stands in contrast to some founders who invest excessive time building solutions they hope are needed—without ever testing their products' practical value.

#3 The Lack of Access and Patient-Therapist Matching 🧩

A long-standing issue in healthcare, particularly in mental health, is the lack of thoughtful patient-therapist matching. Traditionally, patients have been sent to the first available therapist, with little to no consideration of how the dynamic between patient and therapist might unfold.

Therapists have varying strengths and weaknesses in treating different mental health conditions. Yet, performance data is rarely collected or used to match patients with therapists, even though research shows that better matching can significantly improve mental health outcomes (7).

Calmly in Their Own Words

We asked the team at Calmly a few questions, and here’s what they shared:

What’s your one-line pitch that makes people go, “Tell me more”?

Calmly is the online platform where therapy is personalized from the start—matching you with the right therapist and delivering support entirely on YOUR terms.

Why does the world need your solution, and why now?
Mental health issues are widespread, with 40% of Europeans experiencing psychological problems annually (9), yet only a third seek help (10). With the disappearance of the "third space" in our lives, rising geopolitical tensions, and an increasingly digital world, the demand for therapy is surging. Calmly meets this urgent need by offering a non-judgmental, evidence-based, and deeply personalized approach, showing people that seeking therapy is a step toward strength—not stigma.

Which metric(s) from 2024 are you most proud of, and what do they say about your performance?

Well, to be completely honest, 2024 was our year of experimentation. Since refining our business model in August, we’ve achieved more than we expected — onboarding 66+ therapy clients and 13 therapists in just four months. These results exceeded our initial goals and expectations and set the stage for even greater growth in 2025.

Which market are you targeting, and where will we find you in 2025?

Currently, we’re focused on Romania, where we aim to become a leading mental health provider in 2025 — a "cool therapy spot" everyone thinks of first. Our ideal clients are primarily 23- to 35-year-olds, predominantly women but not exclusively, who are feeling overwhelmed by life and ready to take steps toward emotional well-being.

What’s the scariest challenge you’ve tackled so far, and what did you learn from it?
Before settling on our current model, we explored numerous ideas that left us—and our team—dizzy and discouraged, with shrinking runway and rising doubt. Eventually, we embraced a validated model and added our unique touch.

If someone handed you a blank check, what’s the next big thing you’d do?
We’d hire specialists to take over key tasks, allowing us to focus on strategy and management rather than juggling everything ourselves. We’d also launch impactful influencer campaigns to educate people on what therapy truly is and aim to become the top mental health provider in Romania and neighboring countries. And yes, we’d finally give ourselves a salary!

How can people help or get involved right now?
We’re eager to build partnerships within the mental health space and adjacent fields to expand our impact. Additionally, we’d love to connect with those who’ve walked this path before us—we’re always open to learning, so let's get in touch!

👉 You can find team Calmly at 👈

contact@calmly.ro

https://calmly.ro

Instagram @calmly.ro

LinkedIn:

Calmly

Stefania Matei

Radu Bendic

🪴 5one8 is a venture building initiative Mikael and I started to help early stage projects shape into startups that have the potential to become commercial successes. Additionally, we are nano angel investors, investing in process improvements in healthcare. 🪴

References:

1. Steel Z, et al. The global prevalence of common mental disorders: a systematic review and meta-analysis 1980-2013, 2014

2. Ward H, et al. The burden of anxiety among a nationally representative US adult population, 2023

3. Konnopka A, et al. Economic burden of anxiety disorders: a systematic review and meta-analysis, 2020

4. Arikian SR, et al. A review of the diagnosis, pharmacologic treatment, and economic aspects of anxiety disorders, 2001

5. Arias D, et al. Quantifying the global burden of mental disorders and their economic value, 2022

6. GBD 2019 Mental Disorders Collaborators. Global, regional, and national burden of 12 mental disorders in 204 countries and territories, 1990–2019: a systematic analysis for the Global Burden of Disease Study 2019, 2022

7. Constantino MJ, et al. Effect of Matching Therapists to Patients vs Assignment as Usual on Adult Psychotherapy Outcomes: A Randomized Clinical Trial, 2021

8. Boswell JF, et al. For whom does a match matter most? Patient-level moderators of evidence-based patient–therapist matching, 2022

9. European Commission - Mental Health (https://health.ec.europa.eu/non-communicable-diseases/mental-health_en)

10. WHO Europe - Mental Health (https://www.who.int/europe/health-topics/mental-health#tab=tab_1)

This week’s featured startup is Odeya, where I joined in late 2023 as a business and entrepreneurship mentor. Odeya is tackling a significant and often overlooked challenge in health and well-being: sexual health.

Why Odeya stood out to us:

#1 The scale of the problem ⛰️

Female sexual dysfunction is a common, yet underreported and untreated issue.

These problems vary widely and can include pain during or after sexual intercourse (dyspareunia), which affects approximately 50% of women with endometriosis, often leading to sexual dysfunction and straining relationships. For context, endometriosis affects nearly 1 in 10 women between the ages of 18 and 80 (2).

Additionally, sexual dysfunction impacts women with other health issues, such as painful bladder syndrome, vulvodynia, vestibulodynia, pelvic floor disorders (PFD), and postpartum recovery (3).

The economic burden is also significant.

#2 The team 🏆

Odeya’s team comprises renowned experts in women’s sexual health, with numerous publications to their names. What sets them apart is their openness to learning new approaches in digital health, ensuring their solutions are both innovative and impactful on a global scale.

#3 The stigma and a lack of knowledge, and lack of trained HCPs 🤐

Social stigma surrounding female sexuality remains prevalent in Western culture. As a result, women often avoid discussing their sexual health with healthcare professionals (HCPs) due to embarrassment or fear of judgment.

Compounding this issue is a lack of awareness among women about conditions that may negatively impact their sexual health. Many are unaware that safe and effective treatments are available.

On the healthcare provider side, the lack of training, tools, time, and treatment options limits their ability to offer adequate sexual health support. Recent international surveys reveal that most women do not discuss their sexual health symptoms with HCPs, citing discomfort and embarrassment as primary barriers (6).

Odeya in Their Own Words

We asked the team at Odeya a few questions, and here’s what they shared:

#1 What’s your one-line pitch that makes people go, “Tell me more”?

3 out of 4 women experience sexual problems (e.g. pain during sex, lack of libido or orgasm) in their lives, yet it remains a highly underserved and stigmatized topic - Odeya is Europe’s first evidence-based, digital care provider for women's sexual health, offering innovative, accessible, and affordable solutions.

#2 Why does the world need your solution, and why now?

Despite the high prevalence, sexual health is still a taboo, with fragmented care paths, limited trained providers, and prohibitive self-pay costs preventing women from receiving the care they need. We at Odeya believe it is time to revolutionize how sexual healthcare is delivered.

We are entering the market with a self-paced digital sex therapy app for women suffering from sexual distress. With expert psychoeducation, guided exercises, and symptom tracking, our program empowers women to improve their sexual well-being within 12 weeks.

#3 Which metric(s) from 2024 are you most proud of, and what do they say about your performance?

In 2024, we launched a randomized controlled trial at Charité – Universitätsmedizin Berlin to evaluate our sex therapy intervention (DRKS00034351). While the study is still ongoing, preliminary findings from the current sample of 60 participants with endometriosis and sexual distress highlight promising trends. These include a strong interest in digital sexual health solutions, reductions in sexual distress observed midway through the intervention, and high levels of user satisfaction with the app experience. These early indicators are encouraging, but we remain focused on completing the trial to assess the intervention's impact fully.

#4 Which market are you targeting, and where will we find you in 2025?
Sexual health is an integral part of overall health and well-being. By 2025, we aim to focus on women experiencing sexual problems linked to chronic conditions such as endometriosis, postpartum pelvic floor issues, or hormonal imbalances during menopause in the German-speaking market. We also plan to expand into addressing broader sexual health concerns, striving to become the trusted, go-to platform for women’s health.

#5 What’s the scariest challenge you’ve tackled so far, and what did you learn from it?
German and EU health regulations are complex. As part of a digital health accelerator program at the Berlin Institute of Health at Charité – Universitätsmedizin Berlin, we recognized this early on and prioritized embedding regulatory compliance into our product development. This approach has positioned us well in the highly regulated German healthcare market, ensuring our app is safe, evidence-based, and trustworthy.

#6 If someone handed you a blank check, what’s the next big thing you’d do?
After establishing proof of evidence and ensuring ongoing regulatory compliance, our focus will shift to scaling and expanding our product portfolio. This includes addressing additional health conditions, integrating an eCommerce shop for health tools and services, and introducing diagnostic kits. To drive growth, we will leverage targeted social media campaigns, print advertising, and strategic partnerships in the sexual health and wellness market to build a thriving community.

#7 How can people help or get involved right now?
We are actively fundraising and seeking people who share our vision to break taboos and provide accessible sexual healthcare. Whether you’re an investor, advocate, or potential user, we’d love your support in shaping a future where sexual health is prioritized and accessible.

👉 Contact team Odeya 👈

odeya.health

@odeya.health

info@odeya.health

🪴 5one8 is a venture building initiative Mikael and I started to help early stage projects shape into startups that have the potential to become commercial successes. Additionally, we are nano angel investors, investing in process improvements in healthcare. 🪴

References:

1. Azar M, et al. Patterns of help-seeking in women when problems arise in their sexual life: a discussion paper, 2013

2. Zondervan KT, et al. Endometriosis, 2020

3. Mosca L, et al. Female Sexual Dysfunctions and Urogynecological Complaints: A Narrative Review. Medicina (Kaunas), 2022

4. Mirkin D, et al. Actuarial analysis of private payer administrative claims data for women with endometriosis, 2007

5. Foley K, et al. Healthcare resource utilization and expenditures of women diagnosed with hypoactive sexual desire disorder, 2010

6. Kingsberg SA, et al. Female Sexual Health: Barriers to Optimal Outcomes and a Roadmap for Improved Patient-Clinician Communications, 2019

This week’s featured startup is Feyenally, where I joined early in 2024 as a mentor. Feyenally is tackling a massive global health challenge: ensuring access to detection and diagnosis of vision impairment, a need that affects billions worldwide.

Why Feyenally stood out to us:

#1 The scale of the problem ⛰️

Globally, at least 2.2 billion people have a near or distance vision impairment (1).

Unaddressed vision impairment profoundly affects life opportunities and quality of life:

• Children with undetected vision issues can face delays in motor, language, emotional, and cognitive development, leading to lower educational achievement with lifelong consequences.

• Adults often experience reduced employment opportunities and higher rates of depression and anxiety.

• Older adults are at increased risk of social isolation, falls, fractures, and early entry into care facilities.

Vision impairment also has a significant global economic cost, with an estimated annual productivity loss of $411 billion (2).

#2 The team 🏆

Feyenally’s team comprises seasoned serial entrepreneurs who have turned their focus to health tech, driven by the potential for meaningful impact. What struck me most when I first met them was how grounded they were in their approach. Their clear go-to-market strategy and passion for rolling out globally—despite the apparent challenges of addressing LMICs first—make them unique. They recognize the immense growth potential of underserved markets and are determined to deliver.

#3 The timing ⏳

The timing couldn’t be better:

1. WHO’s 2030 Eye Care Targets: WHO aims for a 40% increase in effective coverage of refractive error globally, with universal coverage in regions already at 60% or higher (4).

2. Health Economic Rationale: Addressing uncorrected refractive error are among the most cost-effective healthcare interventions available (5, 6).

3. Rising Need: With an ageing population and lifestyle-driven risks increasing myopia in younger generations, the demand for scalable solutions is only growing.

Feyenally in Their Own Words

We asked Feyenally a few questions, and here’s what they shared:

#1 What’s your one-line pitch that makes people go, “Tell me more”?

We’ve made it possible for anyone, anywhere, to check their eye health with nothing but a smartphone. Meet our AI-driven app that takes the guesswork, waiting rooms, and high costs out of vision care.

#2 Why does the world need your solution, and why now?

More than a billion people worldwide don’t have access to basic eye care, and nearly 700 million risk losing their vision due to uncorrected refractive errors. The existing systems rely heavily on specialists, are subjective, and often inaccessible.

#3 Which metric(s) from 2024 are you most proud of, and what do they say about your performance?

We’re proud of signing a contract for 7.5M tests to be performed in five African countries, where access to eye care is critically needed. It’s proof of the real-world impact we’re making, not just as a tech product but as a solution to a pressing healthcare gap. At the same time, we are building partnerships in Europe through advanced talks with major healthcare providers. These milestones tell us we’re solving a problem people genuinely care about.

#4 Which market are you targeting, and where will we find you in 2025?
Our market is anyone with a smartphone who needs better access to vision care—so, basically, the whole world! We’re starting in Africa and Europe, with big plans also for the USA.

#5 What’s the scariest challenge you’ve tackled so far, and what did you learn from it?
The scariest? Definitely navigating the regulatory maze of medical device certifications. It’s daunting, with no shortcuts and plenty of red tape. But it taught us resilience and the importance of building the right team. Now, instead of fearing certifications, we see them as milestones that bring credibility and open new doors. We also learned that persistence, paired with a solid tech foundation, wins every time.

#6 If someone handed you a blank check, what’s the next big thing you’d do?
We’d fast-track FDA and MDR certifications, expand our AI and R&D team, and scale into new markets like the US and Asia. Beyond that, we’d launch our next product, digitalOCULIST, to address an even bigger market: digital therapeutics. The goal? Make vision care not just accessible but preventative and personalized.

#7 How can people help or get involved right now?
We’re actively fundraising to fuel our growth. Also, intros to healthcare providers or ministries of health, and partners in the eyewear e-commerce space are always more than welcome. If you know someone who cares about making healthcare accessible or want to join the mission, reach out!

👉 Contact Feyenally team 👈

https://feyenally.com

https://www.linkedin.com/company/feyenally/

hello@feyenally.com

🪴 5one8 is a venture building initiative Mikael and I started to help early stage projects shape into startups that have the potential to become commercial successes. Additionally, we are nano angel investors, investing in process improvements in healthcare. 🪴

References:

1. Fricke TR, et al.Global Prevalence of Presbyopia and Vision Impairment from Uncorrected Presbyopia: Systematic Review, Meta-analysis, and Modelling. 2018

2. Burton MJ, et al. The Lancet Global Health commission on Global Eye Health: vision beyond 2020, 2021

3. WHO. Blindness and vision impairment, 2023

4. Horton S, et ak. Ranking 93 health interventions for low- and middle-income countries by cost-effectiveness, 2017

5. Tahhan N, et al. Utility and uncorrected refractive error, 2013

6. WHO Report of the 2030 targets on effective coverage of eye care, 2021

This week’s startup is Natal Mind, where Mikael joined early in 2024 as an interim CTO. Natal Mind is tackling an urgent global need: fostering calmer pregnancies and improving birthing experiences for all.

Why Natal Mind stood out to us:

#1 The scale of the problem ⛰️

Maternal stress and psychological well-being during pregnancy have profound impacts on both the expectant mother and the developing fetus (1-5). Prolonged maternal stress is associated with adverse outcomes, including changes in fetal development, cardiovascular activity, stress reactivity, and even cognitive performance (6-12).

Maternal mental health disorders, such as Perinatal Mood and Anxiety Disorders (PMADs), are the most common complications during and after childbirth, affecting 1 in 7 pregnant and postpartum women in the US. Alarmingly, 1 in 2 women diagnosed with depression receive no treatment. Untreated disorders lead to increased healthcare costs, preterm births, and higher rates of cesarean deliveries, with an estimated societal cost of $14.2 billion annually for untreated PMADs (13).

Maternal mental health challenges are even more pronounced in low- and middle-income countries (LMICs), where access to care is limited and women are disproportionately affected by poverty and gender-based violence (14).

#2 The team 🏆

A well-versed group of experts, experienced in delivering personalized perinatal care and deeply understanding the impact of unmet maternal health needs. We found them not only pleasant to work with and dedicated to solving the issue in a sustainable way but also incredibly brave—they pitched in ice-cold water at the Polar Bear Pitching event and won!

#3 The timing ⏳

Parents and birthing individuals have long called for solutions like Natal Mind’s. Studies show that pregnancy-specific relaxation techniques can significantly reduce maternal stress and anxiety while improving overall well-being (15-19).

Natal Mind in Their Own Words

We asked Aura at Natal Mind a few questions, and here’s what she shared:

#1 What’s your one-line pitch that makes people go, “Tell me more”?

A mobile app offering AI-supported, personalized birth coaching to enhance psychological resilience and improve birth outcomes, using a unique, science-backed emotion-focused approach to prevent perinatal mental health disorders.

#2 Why does the world need your solution, and why now?

Globally, the pregnancy journey is broken. Parents and parents-to-be lack access to continuous care and holistic, professional support contributing to the already increased stress and anxiety.

#3 Which metric(s) from 2024 are you most proud of, and what do they say about your performance?

We successfully conducted a clinical trial in Finland demonstrating a statistically significant reduction in childbirth fear and increased willingness to opt for vaginal birth over cesarean section, highlighting our tangible impact on improving self-efficacy and wellbeing.

#4 Which market are you targeting, and where will we find you in 2025?
We’re going to the global south, where both the need and the market opportunity are high. In 2025, you’ll find us in both South Africa and Rwanda, where we’ve outlined pilot projects with key stakeholders. With the high volumes, we aim to expand rapidly, reaching hundreds of thousands of families within a few years' timeline.

#5 What’s the scariest challenge you’ve tackled so far, and what did you learn from it?
For me, the scariest challenges have been deeply personal - I think most of the business concept pivots, learnings and even drawbacks have been exciting or at times a bit depressing but thus far, not scary.

#6 If someone handed you a blank check, what’s the next big thing you’d do?
First, we’d secure runway to spin out from the university and launch our product to users for feedback. Next, we’d develop advanced AI to create a seamless experience with Natalie, our virtual therapist, doula and midwife.

#7 How can people help or get involved right now?
We need it all at this point! Most urgently, funding, but definitely also users and intros to relevant stakeholders.

👉 Contact Aura 👈

aura.pyykonen@gmail.com

https://www.linkedin.com/in/aurapyykonen/

www.natalmind.com

📲 Get Natal Mind demo app https://natalmind.com/tutkimus

🪴 5one8 is a venture building initiative Mikael and I started to help early stage projects shape into startups that have the potential to become commercial successes. Additionally, we are nano angel investors, investing in process improvements in healthcare. 🪴

References:

1. McLeish J, et al. Mothers' accounts of the impact on emotional wellbeing of organised peer support in pregnancy and early parenthood: a qualitative study, 2017

2. O'Connor TG, et al. Maternal antenatal anxiety and children's behavioural/emotional problems at 4 years. Report from the Avon longitudinal study of parents and children: report from the Avon longitudinal study of parents and children, 2002

3. Kingston D, et al. Prenatal and postpartum maternal psychological distress and infant development: a systematic review, 2012

4. Rakers F, et al. Transfer of maternal psychosocial stress to the fetus, 2017

5. de Weerth C. Prenatal stress and the development of psychopathology: lifestyle behaviors as a fundamental part of the puzzle, 2018

6. Buss C, et al. Fetal programming of brain development: intrauterine stress and susceptibility to psychopathology, 2012

7. Dunkel Schetter C, et al. Anxiety, depression and stress in pregnancy: implications for mothers, children, research, and practice, 2012

8. Kinsella MT, Monk C. Impact of maternal stress, depression and anxiety on fetal neurobehavioral development, 2009

9. Dieter JNI, et al. Maternal depression and anxiety effects on the human fetus: preliminary findings and clinical implications, 2008

10. Bush NR, et al. Effects of pre- and postnatal maternal stress on infant temperament and autonomic nervous system reactivity and regulation in a diverse, low-income population, 2017

11. Monk C, et al. Fetal heart rate reactivity differs by women's psychiatric status: an early marker for developmental risk, 2004

12. Beijers R, et al. Mechanisms underlying the effects of prenatal psychosocial stress on child outcomes: beyond the HPA axis, 2014

13. Luca DL, et al. Societal Costs of Untreated Perinatal Mood and Anxiety Disorders in the United States, 2019

14. Lund C, et al. Poverty and common mental disorders in low and middle income countries: a systematic review, 2010

15. Fink NS, et al. Relaxation during pregnancy: what are the benefits for mother, fetus, and the newborn, 2012

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