Interview with Nina Kiwit, Co-Founder and CEO of MindAhead
Living with dementia is a challenge without a definitive solution or cure. However, it is possible to slow its progression and improve the quality of life for those affected. Under this premise, Nina Kiwit, Co-Founder and CEO of MindAhead, founded this innovative startup that harnesses the power of digital therapy to help people with early-stage dementia change their daily lifestyle and thus slow the progression of the disease.
We had the privilege of speaking with Nina to learn more about MindAhead, a participant in The Gap in Between Startup Challenge 2023. During the interview, we delved into her motivations and her journey as an entrepreneur
What is MindAhead and what do you believe it brings to the world?
It’s 2024 and there is still no cure for people living with dementia. However, research shows that around 40% of dementia cases are preventable and that the decline can be slowed down with the right methods. That’s why we built MindAhead—a digital therapy to help people with early-stage dementia change their daily lifestyle and slow down the progression of the disease.
Our approach is based on behavioral activation therapy, a tried and tested method in the treatment of depression. It helps people become more active in life again and perform activities that are enjoyable or personally meaningful to them. In 2018, researchers in the USA adapted this approach for older people with cognitive impairment and dementia, showing its high effectiveness in a large-scale clinical study. With MindAhead, we enable patients to access therapy regardless of their place of residence, medical care resources, and time constraints. Our mission is to give time back to people with dementia by improving their quality of life and slowing down cognitive decline.
What motivated you to found this company and why did you decide to focus on this specific field?
After working in the corporate world for a while, I realized I wanted to do something that had a real impact on people's lives. I was tired of projects that were just "nice to have" but didn't really change anything. I was drawn to healthcare because it felt like a place where I could make a difference. I saw the potential of combining my love for tech and AI with the healthcare field, especially with the growing trend of personalized medicine. We're all different, and our healthcare should reflect that. That’s when the opportunity came up—I met my co-founder, a neuroscientist with tons of experience. It just felt right. So, MindAhead was born out of my experiences, the right timing, and teaming up with someone who knew their stuff in neuroscience.
Could you explain how MindAhead operates and how it adapts to the individual needs of each user?
At MindAhead, our use of health tech, AI, and big data is all about personalization and proactive care. Artificial intelligence helps us analyze user data for personalized insights, allowing tailored recommendations based on individual needs. By detecting patterns early on, we can intervene sooner in cognitive health issues. Big data plays a crucial role in creating data-driven treatment plans, constantly learning and improving over time. Our goal is to make cognitive health management accessible, user-friendly, and effective through the seamless integration of these technologies.
Through user interactions and data analysis, our algorithms learn about preferences, daily routines, and values. This information shapes personalized interventions and recommendations. For example, if someone values social interaction, our program might suggest activities that involve group engagement.
Could you provide some data, examples, or testimonials that help to illustrate the positive impact MindAhead has on users’ lives?
Sure. One of them is Jane, on her husband’s experience with MindAhead Active: "My husband has always been remarkably bad with technology, but he managed to use the app with relative ease. This surprised me as I thought he would need a lot of help navigating a new app. Kudos to the developers for creating an app that even he can use.”
Another testimonial that can help illustrate the positive impact of MindAhead is RoX Health, lead investor: "MindAhead is coming to a new market at a perfect time. Right now, there are few impactful options for people with dementia and their families. With new therapeutic and care-supporting options available, the chance for data-driven digital therapy tools to contribute to better treatment is huge.”
As an entrepreneur, what barriers have you encountered during your journey?
In the healthcare sector, it is certainly the regulatory hurdles that have to be overcome. In addition, medical validation is of crucial importance. It's simply a long way to the market if you can overcome the regulatory and validation barriers.
In addition, I would say that being an impact startup presents additional challenges, specially on securing investments: You simply can't make quick money because the long way to the market makes it difficult.
What is the current status of MindAhead as a startup, and what are the next steps on your roadmap?
The app is currently being validated in a clinical trial with 50 patients under the supervision of key opinion leaders at the University Hospital in Göttingen, Germany. The results of the study are expected in August this year, which will serve as the final step in applying for official DiGA listing in Germany. We are on our way to becoming an official digital therapy in Germany (DiGA), where doctors can prescribe health apps to patients and the costs are covered by health insurance companies. Other EU countries are following this system, meaning we can transfer this business model to other healthcare systems in the EU.
Currently, the average price per prescription is €300. We plan for our app to be prescribed twice a year, resulting in a turnover of €600 per year per patient. So far, there is only one competitor for the same patient group that focuses on cognitive training, not on the intervention we use, behavioral activation.
As an entrepreneur in the health and technology sectors, what have been your greatest challenges and satisfactions in the process of building MindAhead? What advice would you offer to other entrepreneurs aiming to tackle impactful issues through startups?
Building MindAhead has been both rewarding and challenging. One of our major achievements has been developing a digital therapeutic, incorporating our digital behavioral activation program with extensive research and development efforts. We launched this program as an iOS and Android app, localized it into three languages, and classified it as a Class I medical device. We are supported by an exceptional scientific advisory board, comprising key opinion leaders from Harvard and Johns Hopkins, which has been pivotal for our credibility and progress.
We planned and initiated our first clinical trial, led by renowned researchers from a university clinic in Germany. This trial involved over 20 memory clinics across Germany, including institutions like Charité Berlin and Heinrich-Heine University Düsseldorf. Additionally, we established our first corporate partnership with a major insurance company in Germany, acquired initial paying B2C users, and made significant strides toward official recognition as a digital therapy in Germany (DiGA). Furthermore, we are in the process of collaborating with two prominent pharmaceutical companies set to launch medications for mild cognitive impairment (MCI) and mild dementia later this year.
The most significant challenge has been balancing our current non-revenue generating status with persuading investors of the criticality of our solution. For entrepreneurs aiming to tackle issues through impact-driven startups, my advice is to persevere and stay focused on the long-term value of your solution. Scientific validation and partnerships with reputable institutions are crucial, as is building a robust network of support and collaboration.
Lastly, you participated in The Gap in Between Startup Challenge. Could you share your experience during the challenge and any insights you gained from it?
The Gap in Between Startup Challenge was a really nice experience for us as it allowed us to network and meet impact startups from all kinds of industries. It's great to get out of the healthcare bubble and see what other cool impact startups are out there.
