Redefining Neurodiversity

Ksenia Golubeva

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

Editor note

Every now and then, you meet a founder whose purpose radiates through every word. Ksenia Golubeva isn’t just building another healthtech app—she’s fundamentally rethinking what inclusion for neurodivergent adults could look like across Europe and beyond. With her blend of startup grit, deep empathy, and a track record of orchestrating innovation on a massive scale, Ksenia brings rare insight into both how systems fail and how we might fix them. Her journey from Eastern European startup hubs to the heart of Luxembourg tech is packed with perspective, but it’s her relentless focus on real people’s needs that compelled us to speak. In this interview, discover what happens when a founder decides that being “different” isn’t something to fix, but something to value—a message Ksenia’s work at AutiHD is making real, one user and workplace at a time.

Roots & Purpose

Your career spanned both launching startups and driving innovation at scale. What catalyzed your decision to co-found AutiHD and dedicate yourself to the neurodiversity space, rather than pursue more conventional tech ventures?

In the world of corporate innovation, I saw a constant push for incremental gains—just optimizing some process or helping a company eke out a bit more profit. It started to feel hollow, and it was painfully clear how few startups were addressing problems that truly mattered to people’s lives. My perspective changed entirely when I listened to the stories of neurodivergent adults. They weren’t looking for quick fixes or empty promises—they wanted dignity, understanding, and tools that worked for them.

AutiHD was born not as a 'startup idea,' but from months of conversations with those who actually lived these challenges. The more we spoke, the clearer it became that there was a massive gap in support, especially for adults. That process of listening never stopped—it taught me to build from genuine need, to avoid my own assumptions, and to keep iterating based on firsthand experience. In the end, it’s all about purpose—creating solutions that tangibly improve quality of life for people who’ve too often been overlooked.

How did your early encounters with neurodivergent communities—both personally and professionally—influence your mission and worldview as you began building AutiHD?

My journey started unexpectedly, back when I was a journalism student working on a project supporting children with autism. I was struck by the talent and creativity these kids expressed, but also by how society constantly tried to shape them into something more 'convenient.' Even years later, moving to Luxembourg and meeting my co-founder Joël, those patterns sadly persisted. I realized how little mainstream perceptions had changed and how stereotypes still dictated the space neurodivergent people were allowed to occupy.

Meeting someone like Joël, whose wit and depth challenged every stereotype I had, really hit home: The real struggles don't end with childhood. University, work—these environments demand conformity at the expense of individuality. My purpose shifted—I wanted to help build a world where different ways of thinking were seen as strengths, not deviations. That’s the spirit guiding AutiHD.

"Neurodivergent people don’t need to be ‘fixed’—the world needs to change so they can be fully seen and valued."

As you set out to build an inclusive solution, what revealed itself as the most important lesson about user-centered innovation in the neurodiversity arena?

The biggest revelation came when we stopped lumping people together as a single 'audience.' Initially, helping autistic and ADHD adults seemed like a unified goal. In reality, their needs are incredibly diverse. What relieves stress for one person could completely overwhelm another. This forced us to abandon any notion of a one-size-fits-all answer. Instead, our product is a flexible tool, shaped directly by feedback and everyday experiences. Being close to users—listening, adapting, and admitting when something doesn't work—became our most critical innovation.

“It started with people—not with the idea to launch a startup.”

A sunlit café, two people in a deep, engaged conversation, coffee cups between them. The mood is warm, focused, and intimate, evoking genuine listening and human connection—symbolizing the careful discovery process that gave birth to AutiHD.

Listening Comes First

For those outside the neurodiversity community, what do you wish people understood about the realities adults with autism and ADHD face in work and everyday life?

There’s a tendency to see autism or ADHD as childhood problems or as quirks to be 'managed.' That couldn’t be further from reality. These are lifelong experiences, and the social pressure to conform doesn’t disappear—it often intensifies in higher education and the workplace. Too many talented individuals end up hiding their strengths just to fit into boxes never designed for them. Real support is about recognizing these differences and appreciating the immense value they bring—not about forcing neurodivergent individuals to adapt at their own expense.

Early morning train tracks outside Luxembourg, disappearing into soft mist. Each track symbolizes a different life trajectory, some overlooked, some twisting in directions unseen, capturing the sense of forging new, inclusive paths for adults often made to feel invisible.

Journey of Unseen Paths

Building Mindory: Tech & Trust

Walk us through how Mindory uses AI to craft meaningful, personalized support for neurodivergent users. What are your guiding principles for earning user trust and protecting sensitive data?

Mindory’s value begins with personalization—AI analyzes daily patterns: sleep, activity, calendar load, even environmental factors like noise. Based on these signals, it proactively detects stress levels and suggests tailored coping strategies, whether that's guiding someone through a calming exercise or breaking up a daunting task.

But for neurodivergent users, trust is non-negotiable. We embrace explainability: every suggestion the app makes is tied back to the data point that triggered it, in plain language. Users see exactly what prompted a notification, and can opt out of any data sharing. Our approach to privacy is uncompromising: health data is handled per GDPR standards, and users know from the start what we collect, why, and how it’s used.

What does your business model look like at this early stage, and which product features are proving most vital to user retention and engagement?

We’ve chosen a hybrid approach. Mindory is available via B2C subscriptions—monthly, quarterly, or yearly plans for individuals—alongside a B2B2C model where companies or institutions can purchase vouchers for staff or patients. Early indicators tell us a lot: Retention is at 58 percent right now, and two features stand out as driving engagement. The AI support chat offers timely, direct help for overwhelming moments. The organizer supports users in structuring their day, which is particularly valuable for our community. This constant cycle of feedback shapes everything we build next.

"For neurodivergent users, trust and clarity are critical. We follow a principle of explainable AI: every suggestion can be traced back to the signal that triggered it."

How do you support employers who want to foster neuroinclusive environments today, and what are your priorities for workplace-facing solutions going forward?

We work with employers hands-on, running workshops and audits, and mentoring their teams to raise awareness around neurodivergence. The focus is on adapting workflows so autistic and ADHD employees face less stress and feel genuinely included. Going forward, we want to deepen these employer partnerships—building tailored interventions and continuously updating our support resources based on staff feedback and real-world outcomes.

“Every suggestion can be traced back to the signal that triggered it.”

A hand holds a smartphone, the screen displaying clear, friendly notifications from an app. Sunlight streams through a nearby window, half-illuminating the device, representing openness and the reassuring transparency behind every AI decision Mindory makes.

Transparency in Action

You have pilots running in several EU countries. How are you approaching reimbursement and regulatory strategy, and how might that affect your rollout and product category?

We're focused first on Luxembourg, Germany, and France—countries where reimbursement policies for digital health are rapidly evolving. Presently, Mindory is positioned as a wellness solution rather than as a regulated medical device. We're running pilots to generate real-world evidence of reduced stress and increased productivity. This evidence guides us; if a medical device designation becomes the best path—such as pursuing DiGA in Germany—we’re ready to move. Ultimately, reimbursement means access, and that’s what drives us.

A bright, well-lit seminar room set up for a company training, colorful posters on the walls depicting neurodiversity and supportive workplace tools. Notebooks and markers sit ready on the tables. The scene captures hope and the tangible act of bringing inclusion into real organizational spaces.

Building Inclusion with Every Workshop

Shaping the Inclusive Future

What is your vision for the future workplace, and how do you see platforms like Mindory influencing broader societal attitudes around neurodiversity?

My hope is that the future workplace will be radically more adaptive—where flexibility is not a favor, but a norm, and where neurodiversity becomes an everyday facet of teams. Inclusion isn’t about a once-a-year training; it’s about putting support tools into people’s hands and letting them manage challenges on their terms. Platforms like Mindory act as daily companions, not just apps—they help neurodivergent individuals navigate routines, manage stress, and show up fully at work. When these tools are woven into daily life, they normalize difference and fuel much deeper inclusion, both at work and beyond.

Based on your years in both Western and Eastern Europe, what are the systemic barriers still facing neurodivergent adults—and what policies or cultural shifts are truly needed to overcome them?

The most persistent barrier is lack of real awareness. Too often, neurodivergence is misrepresented as a childhood condition or a medical problem to fix, rather than a legitimate difference in thinking. Education needs to catch up—schools, workplaces, governments must reshape messaging to highlight unique strengths and normalize these differences.

Access is another critical piece—many adults can't obtain the tools or coaching they need because of cost. We need policies that ensure digital solutions like Mindory are recognized by insurance, making support available to everyone, not just those who can afford it. Finally, workplace culture itself needs to change. Flexibility—like adaptable hours or roles—should be standard. When policies and attitudes shift together, true inclusion becomes possible.

"These are not privileges, they are necessities for many people to contribute fully."

In building AutiHD, what moment gave you the clearest sense that change is possible—and within reach?

For me, it’s every time a user, or someone in a workshop, shares how a small adjustment let them finally feel comfortable or heard at work. It seems like a minor thing—a different way to communicate, a flexible deadline, a tool that turns stress into something manageable. But for that person, it's everything. Those are the moments where you realize change isn't just a distant policy idea—it happens in real offices, between real people, and it often starts small.

“Inclusion starts with listening, then adapting for each person.”

A close-up of a hand-written sticky note—a small, hand-drawn heart—on a laptop at the corner of a workspace. Flashing colors from a desktop background and a scattered desk give the scene the feeling of a lived-in, day-to-day environment. This detail speaks to daily, intentional acts of kindness and real inclusion.

Everyday Acts of Inclusion

What would you say to a European policymaker hesitant about supporting digital mental health or reimbursing neurodiversity tools for adults?

I’d remind them that this isn’t charity—it's about unlocking potential that otherwise gets lost. Making support accessible is an investment in people’s ability to contribute fully, both at work and in society. When digital health tools meet people where they actually are, everyone benefits—not just neurodivergent adults, but the organizations and economies they’re part of.