Ksenia Golubeva portrait

Ksenia Golubeva

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

Editor note

Every now and then, you meet a founder whose mission feels less like a business plan and more like a calling. That's Ksenia Golubeva. After years of navigating the corporate innovation world, she pivoted toward a challenge that felt profoundly more human. What struck me about our conversation was her deep-seated belief that the world doesn't need to 'fix' neurodivergent people, but rather, it needs to fix itself. In this interview, you'll discover how a student journalism project from 15 years ago planted a seed that would eventually grow into a tech company aimed at reshaping our understanding of talent and potential. Ksenia is building more than an app; she's building a case for a more flexible, inclusive, and ultimately, more human world.

A Personal Mission

You spent over a decade in corporate innovation, witnessing thousands of startups. What was the catalyst that made you shift gears so dramatically and co-found a company focused on something as personal as neurodiversity?

Looking back, I can see that something was missing for me in that world. I was working with so many startups, but the goal was often about optimizing a process to help a large corporation make a little more revenue. It wasn't solving a fundamental human problem. The idea for AutiHD didn't come from a desire to launch another startup; it came from people. It started with listening to their challenges and realizing this was a space where real, meaningful improvement was possible. Before we even thought about building a product, we spoke with dozens of individuals with autism and ADHD. Their experiences, their struggles, shaped everything. My prior work taught me to always start with the user's reality, not my own assumptions, and it showed me just how few solutions truly aim to improve a person's daily quality of life. That realization was the real catalyst.

Can you trace the roots of this personal commitment? Was there a specific moment or story that opened your eyes to the gap in support for neurodivergent adults?

It actually goes back almost 15 years. As a journalism student, I did a project on a community for children with autism. I was completely blown away by their talents. Some were incredible pianists, others made these beautiful drawings. But it was heartbreaking to see how the system was failing them. The focus wasn't on nurturing their unique gifts, but on making them 'convenient' or 'uniform.' Years later, after moving to Luxembourg, I met my co-founder, Joël. He really shattered the stereotypes I didn't even know I had. My only real reference for autism was the movie 'Rain Man.' Getting to know Joël, this incredibly smart and funny person, I saw how limited that view was. His story made me understand that the challenges don't just disappear after childhood. They follow you into university and the workplace, where you're once again expected to fit into a rigid box. It was striking to realize that despite the time and the different country, the core problem was exactly the same.
Neurodivergent people don’t need to be 'fixed' - the world needs to change so they can be fully seen and valued.

You mentioned the initial idea was shaped by conversations. How does this 'people-first' approach continue to influence AutiHD's strategy and product development today?

It's not a past event; it's a continuous process. Our initial idea was constantly reshaped by those early conversations, and that has become the core of our methodology. We don't operate from a boardroom, imagining what people need. We stay incredibly close to our users, listening to their feedback every single day. The app we have now is a direct result of that dialogue. It taught us a crucial lesson: you can't build in a vacuum. You have to be willing to let go of your own ideas and let the real experiences of your users guide the way. It’s a slower, more deliberate way to build, but it's the only way to create something that actually makes a difference in someone's life.
Differences are not hidden, but celebrated as strengths.
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Strength in Difference

Given this deep personal connection to the mission, what is the fundamental belief about talent and society that you're trying to embed into the DNA of your company?

Our entire mission is built on the belief that a more inclusive world is a better world for everyone. But inclusion isn't just about opening a door and saying, 'You can come in.' It's about fundamentally changing the room so that every person has the space and the right support to cultivate their unique talents. A huge part of our work is education, just talking about neurodiversity and helping people understand what it means in practice. We believe that when society stops trying to force everyone into the same mold, we unlock an incredible amount of human potential. That's the future we're working toward, one where everyone's strengths are recognized and celebrated.
AI as a Companion

In building a solution for a group as diverse as 'neurodivergent adults,' what was the most significant learning that forced you to rethink your initial product assumptions?

The most profound and unexpected lesson was realizing just how varied the community is. We started with the idea of 'supporting autistic and ADHD people' as if they were a single, homogenous group. But we quickly learned that what is incredibly helpful for one person can be completely overwhelming for another. This forced us to abandon the concept of creating 'a solution.' Instead, our entire product philosophy shifted. We had to build a flexible tool, something that could adapt to the individual rather than forcing the individual to adapt to it. That was a game-changing realization for us.

You describe your app, Mindory, as an AI-powered companion. Can you break down how AI actually works to provide that personalized, adaptive support without being intrusive?

We designed the AI to be a background support system that learns from the user's life patterns. For example, it can detect rising stress levels by looking at a combination of health data and context, things like sleep quality, step count, calendar load, and even ambient noise levels. Based on those signals, it might suggest a tailored coping strategy, like a specific breathing exercise or a micro-break. Crucially, we operate on a principle of explainable AI. For neurodivergent users, trust and transparency are everything. Every suggestion the AI makes can be traced back to the signal that triggered it. Users have full control; they can opt in or out of data use at any point, and all health data is stored in compliance with GDPR. It's not a black box; it's a clear, transparent tool designed to serve them.
How you feel in your daily life directly affects how you show up at work.

How are you making this technology accessible? Could you walk me through the business model and who is ultimately paying for the service?

We use a hybrid model to ensure we can reach as many people as possible. For individuals, we have direct-to-consumer B2C subscriptions available on a monthly, quarterly, or annual basis. At the same time, we're building a B2B2C channel where employers or healthcare institutions can purchase vouchers for their employees or patients. This dual approach allows us to serve people directly while also integrating into the corporate and healthcare ecosystems that already support them.

With users on board, what early signals are you seeing that tell you you're on the right track, and how is that data shaping your immediate priorities?

The early traction has been very encouraging. Our user retention is currently at 58%, which tells us that people are finding ongoing value in the app. The two most-used features are the AI support chat and the organizer, which validates our core focus on providing both in-the-moment support and tools for daily structure. This feedback is directly shaping our roadmap for the next six months. Our focus is squarely on two things: targeted marketing to reach more people who need this support, and relentlessly improving the iOS version based on the detailed feedback we get from our active users. It's a constant cycle of listening and iterating.
Our focus is to support people in their everyday routines.
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Daily Support

Looking beyond the current iOS app, what does the future of the Mindory platform look like, and which user challenges are you most excited to tackle next?

Our roadmap is ambitious but focused. An Android version is planned for 2026 to broaden our accessibility. We already support most EU languages, but we'll continue to expand. In terms of features, we are prioritizing deeper accessibility, like customizable visuals and a simplified onboarding process for users who get easily overwhelmed. The next big user problems we're focused on solving are tackling task initiation difficulties, which is a major hurdle for many with ADHD, by creating systems to break down complex projects into manageable micro-steps. We're also working on smarter notification management to provide helpful reminders without contributing to cognitive overload. It's all about reducing friction in daily life.
Scaling Inclusion

You've chosen Luxembourg as your launchpad. What makes it the ideal ecosystem to begin scaling a solution like AutiHD, and how does it fit into your larger European strategy?

Luxembourg is the perfect starting point for us. It's a small, multilingual, and incredibly well-connected ecosystem. This allows us to test, learn, and adapt very quickly. We get direct feedback from the market, including from institutions that work closely with autistic people, which enables us to implement changes rapidly and ensure our solution stays grounded in real-world needs. From here, our strategy is to expand into larger markets where the demand and frameworks are evolving, like Germany and France.

Scaling in HealthTech often hinges on reimbursement. What is your strategy for getting Mindory covered by insurance systems, and how are you positioning the product from a regulatory perspective?

Reimbursement is a key pillar of our long-term strategy. Our goal is for Mindory to be covered by insurance, making it accessible regardless of a person's ability to pay. This is becoming more realistic as many European countries adopt flexible policies for digital health tools. For now, Mindory is positioned as a wellness solution, not a medical device. We're currently running pilots with corporations to generate real-world evidence on outcomes like stress reduction and user wellbeing. This data will be crucial in informing our path forward and will help us decide if pursuing a medical device pathway, particularly in a market like Germany with its DiGA framework, makes sense down the line.
Things like flexible hours or remote work are not privileges, they are necessities for many people to contribute fully.

Beyond reimbursement, you also work directly with companies. What does that engagement look like, and how do you help employers build more inclusive environments?

We work directly with employers who recognize the value of supporting their neurodivergent talent. This isn't just about providing app access; it's a more hands-on partnership. We offer workshops to raise awareness, conduct audits of their current workflows and communication styles, and provide mentorship programs. The goal is to help teams understand neurodiversity and adapt their processes to reduce stress and create an environment where autistic and ADHD employees can truly thrive. This combination of a healthcare reimbursement strategy and direct workplace partnerships gives us a unique position to drive change from multiple angles.
Inclusion is not just about opening doors.
A dramatic close-up of a person's hand turning an old, ornate brass key in the keyhole of a dark wooden door. The door is already cracked open an inch, and a brilliant, warm, and inviting golden light is spilling out from the gap, illuminating the hand and key. The focus is on the act of unlocking, but the light suggests the real work is what happens inside.
Beyond Access

Ultimately, technology is a tool, not the entire solution. Based on your experience, what are the most critical systemic changes society needs to make to truly support neurodivergent adults?

The single biggest systemic change needed is a massive increase in awareness. Society still tends to view neurodivergence as a childhood issue or a problem that needs to be fixed. We need education and policies that normalize it as simply a different way of thinking, one that comes with incredible strengths. Second is access. Support shouldn't be a luxury. Digital solutions like ours should be recognized and reimbursed by insurance systems so that vital tools aren't limited to those who can pay out of pocket. And finally, workplaces need to embrace structural flexibility. Flexible hours, remote work options, and adapted roles should be standard practice. These changes are essential for enabling so many talented people to fully contribute their skills and perspectives.
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 😂