Ksenia Golubeva portrait

Ksenia Golubeva

CBDO and co-founder of AutiHD, Luxembourg-based neurodiversity platform delivering AI-driven support for ADHD/autism in daily life and work.

Editor note

Ksenia Golubeva caught my eye with her bold shift from steering massive startup deals in Eastern Europe to championing neurodiversity through AutiHD. What draws me in is her raw passion for turning overlooked human struggles into real solutions, blending sharp business acumen with deep empathy. She's not just building an app; she's reshaping how we view talent. In this conversation, you'll uncover how a chance meeting shattered her stereotypes about autism and fueled a mission for inclusion. Her vision sticks with me: neurodivergent people don't need fixing - the world does.

Beyond Business Process

After years of launching over 50 pilots and handling thousands of startups, what key insights pushed you toward co-founding AutiHD, especially when so many ventures felt disconnected from genuine human needs?

In my corporate innovation days, I dove into countless startups, but something always nagged at me. Most chased small efficiencies, like boosting a company's revenue by a sliver, without touching deeper issues. It hit me hard that real purpose was rare. AutiHD came from a different place entirely. It began with conversations, hearing out dozens of people facing autism and ADHD challenges. Their stories reshaped everything. My past taught me to ground ideas in users' actual pains, not assumptions, and to chase solutions that lift everyday lives. That's what drove me here, to build something that truly helps.

How did your early journalism project on autistic children influence your current work, and what parallels do you see between those experiences and the gaps in adult neurodiversity support today?

Back in journalism school, I profiled a community for kids with autism. Their gifts stunned me, like one boy's piano mastery or another's vivid sketches. Yet the system crushed them, pushing conformity over growth. Fast forward 15 years, and in Luxembourg, those echoes persist. Adults still battle stereotypes, hiding talents to fit narrow molds. My co-founder Joël's story amplified this, showing challenges don't vanish after childhood. They linger in jobs and schools. That's why AutiHD matters. We're not fixing people; we're crafting tools to let strengths shine, drawing straight from those early lessons on what inclusion really demands.
"Too often the focus was on optimizing yet another business process, helping a large company make a few percent more revenue, rather than solving a real human problem."

What role has ongoing user feedback played in evolving AutiHD from those initial conversations into a platform that's truly user-centered?

We never stopped listening. From the start, ideas morphed based on real talks with neurodivergent folks. Now, with the Mindory App out there, feedback shapes every tweak. Users share what works, what overwhelms, and we adjust fast. Over the next six months, that's our core: marketing smarter and refining the iOS version step by step. It's about building trust, ensuring our tools fit diverse lives, not a one-size mold.
What stood out was that something was missing - a bigger mission, a real sense of purpose.
A cluttered desk in a dimly lit office, scattered with corporate reports and startup pitches, but in the center, a single flickering candle casting long shadows, symbolizing the search for deeper meaning amid routine business chaos.
A desk overwhelmed by papers, illuminated by one small flame representing the quest for purpose in corporate innovation.

In reflecting on your shift from advising startups to founding one with such a human focus, what unexpected lesson emerged about balancing purpose with practical innovation?

The surprise was realizing neurodivergence isn't a monolith. We began lumping autism and ADHD together, but users showed us how varied needs are. One person's lifeline might burden another. It forced us to design flexibly, adapting tools to individual rhythms. That agility, honed from my Eastern Europe days, keeps us grounded in what's real, not theoretical.
A long, deserted corridor in a sleek corporate office, fluorescent lights buzzing faintly, posters about efficiency curling at the edges, shadows stretching across the floor to convey isolation and the void in meaningless business pursuits.
An empty, echoing hallway in a modern office building, with faded motivational posters peeling from the walls, evoking the emptiness of purpose-lacking ventures.
Breaking Stereotypes

What sparked your deep dive into neurodiversity, particularly for adults with ADHD and autism, and how did your background weave into this passion?

It traces back to my student days, working on that autism community story. Those kids' talents shone, but systems boxed them in, prioritizing ease over potential. Years later, in Luxembourg, meeting Joël flipped my script. Like many, I pictured autism through Rain Man lenses. But Joël? Sharp, hilarious, totally at odds with that image. His experiences highlighted ongoing adult struggles, from universities to jobs, where fitting in means dimming your light. It's the same fight, continents apart. That's our drive at AutiHD: shift the world to value these differences as assets.

How did shattering those personal stereotypes about autism influence AutiHD's mission to foster inclusion beyond childhood?

Learning Joël's story exposed how stereotypes limit us all. Society expects uniformity, but neurodivergent adults thrive when embraced fully. We aim to educate, showing inclusion means space for growth, not just entry. Our work raises awareness, changing views on talent in workplaces and communities. It's about celebrating strengths, not hiding them.
"Neurodivergent people don’t need to be “fixed” - the world needs to change so they can be fully seen and valued."

In what ways has your professional journey from Eastern Europe innovation to Luxembourg healthtech shaped your approach to breaking down these societal barriers?

My advisory years built a lens for spotting gaps. In ventures, I saw purpose often sidelined. Now, with AutiHD, we start from users' truths, evolving through their input. Luxembourg's setup lets us test quickly, but the core is universal: challenge rigid views, build tools that empower. It's a blend of my past grit and this new empathy.
When I got to know Joël - a super smart, funny person - it didn’t fit my mental image of autism at all.
A shattered mirror on the ground reflecting distorted fragments of a rainy street scene, symbolizing broken preconceptions and emerging clarity amid urban solitude.
Fragments of a broken mirror scattering reflections of rain-slicked pavement, capturing the disruption of long-held myths.

What systemic shifts do you advocate for to better support neurodivergent adults, drawing from your innovation expertise?

Awareness tops the list. We must reframe neurodivergence as a thinking style with strengths, not a fixable flaw. Policies should ensure access to affordable tools and coaching. Workplaces need flexibility, like remote options or adjusted roles, normalized as essentials. From my experience, these changes unlock contributions society misses otherwise.
A massive gray concrete barrier stretching across a barren field, interrupted by a single wooden door slightly open, golden sunlight and colorful wildflowers spilling out, evoking hope and the emotional release of escaping societal constraints.
A stark concrete wall with one door ajar, light streaming through to a vibrant garden beyond, representing the breakthrough from confining stereotypes to freeing potential.
Building Mindory App

Walk us through how AI drives the Mindory App's features, from stress detection to personalized recommendations, and why transparency matters so much for your users?

Mindory harnesses AI to tailor experiences uniquely. It pulls from health signals like sleep, steps, calendar busyness, even noise, to spot stress. Then it offers custom tips, say breathing routines or task breakdowns. We keep it explainable: users see exactly why a suggestion pops up, tracing back to their data. Privacy is non-negotiable. Opt-ins let folks control data use, all GDPR-aligned. For neurodivergent users, this clarity builds essential trust; they need to feel in charge, not guessed at.

What early user metrics, like retention and popular features, are guiding your refinements to the app over the coming months?

We're seeing solid traction: 58% retention, with the AI support chat and organizer leading engagement. It tells us users crave interactive, structuring tools. Next six months? We build on that, enhancing iOS based on feedback, pushing marketing to reach more. It's iterative, always circling back to what helps most.
"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 does Mindory's roadmap address upcoming priorities like accessibility and new user challenges, beyond the current iOS focus?

Android rolls out in 2026, with most EU languages already covered. Accessibility means customizable interfaces, easier onboarding for those easily overwhelmed. We're tackling task starts by slicing big jobs into tiny steps, and notifications that won't flood senses. It's about solving real hurdles, like initiation struggles, with flexible adaptations.
Detecting stress levels from health and context data; suggesting tailored coping strategies.
A calm forest path winding through dense trees, sunlight filtering through leaves onto a small stream, evoking serenity and the gentle guidance of personalized stress relief in nature's embrace.
Sun-dappled trail in a quiet woodland, a babbling brook alongside, symbolizing the app's role in navigating daily stresses with calm, adaptive support.

In positioning Mindory as a wellness tool, what evidence are you gathering to potentially evolve it toward medical device status in markets like Germany?

We target Luxembourg, Germany, France first, where neurodiversity tools gain ground. As wellness now, we're piloting with companies to track stress drops, productivity gains, wellbeing boosts. This data could pave a medical path, especially via Germany's DiGA framework, if it fits future needs.
In a shadowed room, a lone smartphone on a wooden table emits a warm, ethereal glow, faint digital waves of light rippling outward like ripples in water, stirring feelings of hope and connection through technology's quiet assistance.
A smartphone screen illuminating a dark space with soft blue light, abstract patterns of data waves emanating, representing the empowering glow of AI-driven personal support.
European Scaling

From a business development angle, how is Luxembourg's unique ecosystem helping AutiHD scale, and what strategies are you using for broader European adoption?

Luxembourg's compact, diverse vibe is perfect for quick tests. We gather direct input from markets and institutions, iterating fast. Our push for insurance reimbursement taps evolving EU policies on digital health, making us accessible. Plus, we partner with employers keen on inclusion, blending healthcare and workplace avenues for strong positioning.

Can you elaborate on your hybrid business model and how early traction is influencing your expansion plans?

It's B2C subs for individuals monthly, quarterly, yearly, and B2B2C where employers buy vouchers for staff. Traction like 58% retention and chat feature popularity guides us toward Germany and France, where reimbursement fits. We're building evidence through pilots to solidify this path.
"This combination of healthcare and workplace channels gives us a unique position in the European market."

How are you supporting employers right now, and what's planned for future integrations to enhance workplace inclusion?

We run workshops, audits, mentorship to boost awareness and tweak workflows for less stress on neurodivergent teams. It's hands-on, helping adapt environments. Down the line, more features could integrate, but for now, it's about education and practical shifts.
Luxembourg is a great place for us to start. It’s small, multilingual, and very connected.
A bustling European crossroads with cobblestone streets converging, flags of multiple nations fluttering in the wind, under a bright blue sky, capturing the energy of connection and opportunity in a compact, diverse hub.
Intersecting paths in a vibrant town square, colorful flags waving, embodying the dynamic links and rapid growth in a multilingual setting.

What regulatory paths are you navigating for reimbursement, and how do they align with your market priorities?

Focusing on Luxembourg, Germany, France for their growing demand and flexible frameworks. As wellness, we collect pilot data on outcomes. This could lead to medical status if beneficial, especially in Germany, ensuring broad, insured access.
An antique-style map of Europe unfurled on a wooden table, golden light trails weaving from Luxembourg to Germany and France, faint sparks igniting at city markers, evoking excitement and the emotional pull of pioneering new territories.
A stylized map of Europe with luminous trails connecting cities, sparks of light at key points, illustrating the strategic expansion and interconnected opportunities across borders.
Future of Inclusion

How do you picture the evolving workplace for neurodiversity, and what's AutiHD's role in that transformation?

Workplaces will flex more, centering humans where neurodiversity blends in naturally. It's broader than policies; daily tools matter, as personal balance fuels professional shine. Mindory supports routines, stress management, building confidence that carries to teams. AI like ours acts as daily allies, fostering inclusive societies by easing everyday loads.

What surprising insights have emerged from blending startup speed with neurodiversity's nuances?

We learned diversity within neurodivergence is vast. Assuming one approach fits all backfired; needs vary wildly. Now, we craft adaptive tools, flexible to each user. It's a lesson in humility, pushing constant evolution.
"The most unexpected lesson was how different everyone is — what helps one person can be overwhelming for another."

Looking at systemic needs, what policies could better empower neurodivergent adults across society?

Boost awareness to highlight strengths over fixes. Ensure access to tools via insurance. Normalize work flexibilities as basics, not extras. These shifts, from my innovation background, would unlock hidden potentials everywhere.
I believe the future workplace will be much more flexible and human-centered.
A sunlit open office space with diverse workstations scattered amid green plants and natural light, empty chairs arranged in welcoming circles, radiating warmth and adaptability for varied ways of working.
Bright, plant-filled workspace with flexible setups, symbolizing a nurturing environment where differences thrive.

As AutiHD grows, how will your roadmap continue advancing this vision of everyday inclusion?

Android in 2026, more languages, accessibility tweaks like simplified starts. We prioritize overwhelm prevention, task aids. It's about tools that adapt, supporting daily wins that ripple to work and beyond, creating spaces where everyone contributes authentically.
The edge of a wide plain meeting a colorful dawn sky, multiple trails weaving through wildflowers toward the light, stirring a sense of boundless possibility and emotional uplift in embracing diversity's promise.
A vast horizon where a rising sun bathes a landscape of winding paths and blooming fields, representing the dawn of inclusive futures where individual paths converge in harmony.
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 😂