Ksenia Golubeva portrait

Ksenia Golubeva

CBDO and co-founder of AutiHD, advancing AI-powered neurodiversity support.

Editor note

Every so often, you meet a founder whose mission feels less like a business plan and more like a calling. That's Ksenia Golubeva. After a distinguished career driving corporate innovation and evaluating thousands of startups, she saw a recurring gap: a lack of genuine, human-centered purpose. Her journey to co-founding AutiHD wasn't born in a boardroom but from listening to the real, everyday challenges faced by neurodivergent adults. In our conversation, Ksenia shares the pivotal moments that transformed her perspective, from a long-ago journalism project to a stereotype-shattering friendship. You'll discover how she is building not just a product, but a movement to create a future where, as she so powerfully puts it, 'differences are not hidden, but celebrated as strengths.'

Founding AutiHD's Mission

You've navigated the world of corporate innovation, launching over 50 pilots and managing a deal flow of thousands of startups. What was the catalyst that shifted your focus from optimizing business processes to solving deeply human problems with AutiHD?

Throughout my time in corporate innovation and venture capital, I saw countless startups. What became clear was that so many of them were missing a bigger mission. The focus was often on optimizing another business process or helping a large company boost its revenue by a few percentage points, rather than solving a real human problem. AutiHD didn't start with a desire to 'launch a startup.' It started with people. We spoke with dozens of individuals, listening to their challenges, and the idea for our platform evolved entirely around their real experiences with autism and ADHD. This process of listening never stops; we adapt our solution daily based on user feedback. My past experience taught me two critical lessons: first, you must always start with the genuine problems of your users, not your own assumptions. And second, there are shockingly few solutions truly dedicated to improving people's everyday quality of life. Those insights were the driving force behind my decision to co-found AutiHD.
The system often failed them.
It started with people, with listening to their real challenges and understanding that this is a space where so much can be improved, where we could actually help many.

Your commitment to neurodiversity feels deeply personal. Can you share the experiences that shaped this passion, moving it from a distant observation to the core of your professional life?

As a journalism student, I worked on a project about a community for children with autism and was just stunned by their talent. Some were brilliant pianists, others created incredible art. But it was painful to see how the system was failing them, focusing on making them 'convenient' instead of nurturing their unique gifts. Nearly 15 years later, after moving to Luxembourg, I met my co-founder, Joël. He completely shattered the narrow stereotypes I, like many, held about autism, which were largely shaped by films like Rain Man. Getting to know Joël, a super smart and funny person, I realized something crucial: the challenges don't just disappear after childhood. They persist in universities and workplaces, where people are pressured to fit into rigid boxes, often by hiding their true selves. It struck me that despite the years and the different country, the fundamental problem was the same. Society struggles to see beyond labels. That's why our mission is so urgent. Neurodivergent people don't need to be 'fixed.' The world needs to change so they can be fully seen and valued for who they are.
AutiHD's Tech & Growth

Your Mindory app leverages AI to offer personalized support. Could you unpack how this technology works in practice, and how you're navigating the complex regulatory landscape in Europe regarding data privacy and potential insurance reimbursement?

Our AI in the Mindory App is designed for personalization. It detects stress levels by analyzing health and context data like sleep patterns, step counts, calendar load, and even ambient noise levels. Based on these signals, it suggests tailored coping strategies, such as breathing exercises or task reframing. Trust is paramount for our users, so we follow a principle of 'explainable AI,' where every suggestion can be traced back to the signal that triggered it. Users have full control to opt in or out of data use, and all health data is stored in line with GDPR. On the regulatory side, we're initially positioning Mindory as a wellness solution in our first markets of Luxembourg, Germany, and France. We are running pilots to generate real-world evidence on stress reduction and wellbeing, which will inform whether pursuing a medical device pathway, particularly under Germany's DiGA framework, makes sense for us in the future.
We started thinking about ‘supporting autistic and ADHD people’ as if it was one audience. But the most unexpected lesson was how different everyone is—what helps one person can be overwhelming for another.
Listen to their experience.
Close-up on a smartphone screen showing a user feedback form or a chat interface. The surrounding environment is cozy and personal, perhaps a soft-lit living room, emphasizing the human-centric approach to technology development. The focus is on the act of communication and connection.
Human-Centric Tech

From a growth perspective, you're operating with a hybrid B2C and B2B2C model out of Luxembourg. What early signals are shaping your immediate roadmap, and how are you balancing user-driven product evolution with strategic market expansion?

We're leveraging Luxembourg as a fantastic starting ground. It's small, multilingual, and highly connected, allowing us to test, get direct feedback, and adapt very quickly. Our business model is a hybrid, with B2C subscriptions for individuals and a B2B2C model where employers or institutions can purchase vouchers for their people. Early traction is encouraging, with a current retention rate of 58%. The most-used features are our AI support chat and the organizer, which tells us we're solving immediate, practical problems. These signals are shaping our next six months, focusing our efforts on marketing and enhancing the iOS app. Looking further, our roadmap includes an Android version planned for 2026, expanding to more European languages, and adding accessibility features like customizable visuals. Our next priority is tackling user challenges like task initiation by breaking down complex goals into micro-steps and creating smarter notification management to prevent overwhelm.
A Vision for Inclusive Society

Looking beyond the app itself, how do you envision the future of work evolving to truly embrace neurodiversity, and what role do you see platforms like AutiHD playing in that transformation?

I see the future workplace as far more flexible and human-centered, a place where neurodiversity is simply a part of the human fabric, not an exception to be managed. This shift isn't just about corporate policies; it's about empowering individuals in their daily lives, because how you feel outside of work directly impacts how you perform within it. That’s where a platform like our Mindory App fits in. We support people with autism and ADHD in their everyday routines, from organizing tasks to managing stress. When people feel more confident and less overwhelmed in their personal lives, they can bring their true strengths to their jobs. So, I see AI-powered solutions not just as 'workplace tools,' but as life companions that help neurodivergent people thrive every day. This naturally fosters more inclusive and effective teams.
Inclusion is not just about opening doors.
A slightly ajar, heavy wooden door, with warm, inviting light spilling out from the inside into a darker hallway. The perspective is from the outside looking in, symbolizing the step from being merely allowed in to being truly welcomed and supported.
True Welcome
Society still often sees neurodivergence only as a childhood issue, or as a problem to be 'fixed.' We need policies and education programs that show it’s simply a different way of thinking, with real strengths attached.

Based on your extensive experience fostering innovation, what fundamental, systemic shifts in policy and societal mindset are critical to creating a world that doesn't just accommodate neurodivergent adults, but allows them to thrive?

The most critical systemic change we need is a revolution in awareness. Society still tends to view neurodivergence as a childhood issue or a deficit that needs fixing. We urgently need education and policies that frame it for what it is: a different way of thinking with its own inherent strengths. The second pillar is access. Adults with autism or ADHD often have little to no access to affordable tools or coaching. Digital solutions must be recognized and reimbursed by insurance systems so that support isn't a luxury. Finally, workplaces require structural flexibility. Options like flexible hours, remote work, or adapted roles shouldn't be seen as special privileges; for many, they are necessities to contribute their best work. For me, it’s incredibly inspiring to know that every step we take can help create a future where differences are not hidden, but celebrated as strengths.
Questions
Question
Drink

Your go-to morning beverage

Answer
Water
Question
Yellow snail graphic with a book on its back.

Favorite book?

Answer
The Godfather
Question
Sun moon

Morning person or night owl?

Answer
Morning person
Question
Cat

Best purchase under $100?

Answer
Always - a Ryanair ticket
Question
Person

The person (living) you’d love to have coffee with?

Answer
I’d have a coffee with a member of a very remote tribe, somewhere in Amazonia
Question
Lego

A hobby you wish you had more time for?

Answer
Learning wine and sailing
Question
Bolt

The superpower you’d choose?

Answer
Teleportation
Question
Popcorn

Most funny movie you ever see?

Answer
I usually don’t laugh watching movies. I am very Russian in that sense 😂