Business Leader | 20 startups set to take part in the 2022 Norrsken Impact Accelerator

Today, Norrsken has announced the twenty companies that will participate in its 2022 Norrsken Impact Accelerator, an accelerator programme designed to find the world’s most promising early-stage impact startups and help them scale.

All of the participating companies were selected via an open application process, and have been evaluated against the 17 UN Sustainable Development Goals, and ranked based on the magnitude and depth of their potential impact. Unintended and potentially harmful side-effects of success have also been taken into consideration. Only companies that can successfully demonstrate that impact is an integral part of their business model have been admitted for entry into the programme.

The 2022 batch was selected by an expert team that includes Norrsken Foundation CEO Erik Engellau Nilsson, Capital T Founding Partner Janneke Niessen, Lazada Co-founder Christopher Brinkeborn Beselin, Kry Co-founder Fredrik Jung-Abbou, Brilliant Minds Co-founder Ash Pournouri and Walerud Ventures Founder Jane Walerud. The Norrsken Impact Accelerator is also supported by the Norrsken VC and Africa investment teams.

Beyond acceptance to the programme itself, including an eight-week growth sprint at Norrsken House in Stockholm and mentorship from a roster of over 110 entrepreneurs, investors and unicorn founders, with all startups set to receive $125,000 upfront pre-seed or seed investment from the Norrsken Foundation.

“This is a big day for Norrsken. Our Accelerator brings together over one hundred extraordinary individuals who channel their knowledge, experience and network to pave the way for early-stage, up-and-coming impact tech startups. We only want to work with companies that are solving real, urgent and important problems – problems that matter. We believe that all of the companies in our 2022 cohort are doing exactly this, and we’re so excited to be part of their growth journeys from here!”, said Funda Sezgi, Norrsken Impact Accelerator Managing Director and Co-founder.

The 2022 cohort




Appload’s digital linking platform allows data collection and real-time sharing, secure payment, and a system of trip monitoring and customer reviews. This allows supply and demand to meet efficiently, thus optimizing trucks and shipping goods in time, while building trust within the market. In particular, this allows Appload to help fill empty trucks on return trips, at a discounted rate for customers that especially need it.




Basys is a digital health app for managing chronic conditions like diabetes through a unique combination of AI, a reward-associated nudge system, diabetic nurses, and precision nutrition.




Clafiya is a digital primary healthcare service that connects individuals and businesses to health practitioners for convenient, quality, and affordable, on-demand primary care from their mobile phones.




Emata provides affordable digital loans to farmers in Africa by combining a fully digital process, machine learning, and partnerships with cooperatives to reach farmers at scale. Emata’s model allows it to reach more farmers (even those without smartphones) at lower costs and with above-average repayments.

Umoja Labs



Umoja provides last-mile payment tools for aid organizations & fintechs to increase digital financial inclusion for emerging market consumers.




Fixa connects verified artisans in a wide array of services with formal job opportunities. The platform is designed to help corporations of all sizes hire directly from a database of pre-vetted workers.



Motito offers a buy now, pay later service that allows small businesses to offer interest-free credit at point-of-sale. i.e our consumers can get a payment plan from their local stores that are part of our merchant network.




NitroCapt has invented a novel chemical process for the production of climate-neutral nitrogen fertilizers in order to contribute to both agricultural sustainability and productivity. The process is competitive with today’s fossil-based processes.




The ANA platform trains, certifies, finds jobs, and supports caregivers. This helps reduce inefficiencies and unnecessary hospital visits, saving up to 50% of the patient cost.




Scase reduces the time healthcare personnel needs to diagnose patients and allows them to remotely monitor patients. This saves time, gives access to more accurate data and uncovers new diagnoses.




Intelligent site selection and enrollment optimization. SiteAI takes site data, capabilities, patient data, past trial performance and uses it to evaluate medical sites with 100+ variables.




Spoor is using computer vision and AI to monitor bird activity in onshore and offshore wind farms, using off-the-shelf cameras. The system will be capable of near real-time classification of bird species and collision-risk estimations. It eases data gathering, operationalizing data and compliance to optimize wind farm production capacity.


United Kingdom


uMore is a digital health screening and recommendation platform that combines machine learning and digital biomarkers to offer accessible and personalised mental health care. The product predicts users’ mental health outcomes and delivers targeted activities to educate and improve their behaviors.




Green-On uses a patented power-to-food technology whereby carbon dioxide, water and electricity are used to directly synthesize fat molecules. The company uses no arable land to produce the fat, no fertilizers and is carbon neutral.


South Africa


HealthDart is a network of doctors, nurses and pharmacies that patients based in underserved middle-income areas can access digitally via their platform. The platform enables them to get health advice remotely from anywhere, book virtual- and physical consultations and order medication from partner pharmacies.




LEIA is the world’s first postpartum health tracker. Daily check-ins will enable personalized content from a broad range of experts giving new mothers data-driven insights about their physical and mental health and the tools to change it for the better.




Paradiset uses already accessible data and AI to make it easier for all people to eat healthier and break bad diet habits. The company partners with existing retailers to help them improve their offering for customers, in order to scale the solution fast and help as many people as possible.

Power Financial Wellness



Power delivers access to earnings at any time and 80% cheaper than the market, streamlined savings and investment accounts every time workers get paid, longer-term loans customized to individuals and digital insurance, financed for workers and collected over nine months.




SunFi helps third party solar installers offer financing and payment plans to consumers. The company also provides installers with productivity tools and tech partnerships to accelerate the transition to solar.

Vitala Health



Vitala is a chronic care management platform for medical exercise and digital rehabilitation. It allows for an instantaneous prescription for physical activity and digital rehabilitation to patients with chronic diseases. Programs are evidence-based and proven to slow down disease progression, decreasing the risk of medical complications while boosting physical and mental wellbeing.

Since being accepted into the 2021 programme, the 20 participating companies, sourced from over 2,300 applications worldwide, have raised more than $24m (£19.2m) in seed or pre-seed funding from investors like Brilliant Minds Co-founder Ash Pournori, Kry Co-founder Fredrik Jung-Abbou, Pär Norberg of Nordic Capital, Capital T, Globivest and Norrsken Foundation.

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Market Watch | uMore revealed its inaugural impact report, with a resounding 84% positive feedback response

Oct 29, 2021 (AB Digital via COMTEX) — uMore, MIAMI-based mental health start-up dedicated to enabling individuals to self-manage their mental health released its inaugural Impact Report, highlighting the mobile app’s self-care activities released with the new application.

The 2021 report, titled “Fostering understanding with self-care,” is available for download from In addition to sharing highlights on how the uMore self-care activities work, this first edition also contains case studies of two landmark activities — the first on “How to identify your stress signs” and the second on “Challenging negative thoughts.”

Maria de Freitas, CEO and Co-Founder at uMore said, “By sharing our learnings through this report and its future editions, our goal is to encourage transparency and dialogue within the digital health community. This impact report represents our first step, and we hope to grow together with our users to help shape better access to mental health care for everyone.”


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Business Insider Spain | These entrepreneurs did not know each other in person 6 months ago, but they have already caught the attention of Google: uMore, the app with Spanish DNA that analyzes your stress and anxiety about how you use the phone

Business Insider Spain | These entrepreneurs did not know each other in person 6 months ago, but they have already caught the attention of Google: uMore, the app with Spanish DNA that analyzes your stress and anxiety about how you use the phone

These entrepreneurs did not know each other in person 6 months ago, but they have already caught the attention of Google: uMore, the app with Spanish DNA that analyzes your stress and anxiety about how you use the phone
Business Insider Spain
Lucas Gª Mayor
Sep 27 2021 8:16 am.
uMore is an app that monitors the mental health of its users through artificial intelligence, a sector that continues to raise interest in investors.
Maria de Freitas and Alejandro Serrano, are two of the founders of the app that this summer has gone through the Google Growth Academy program: Health & Wellbeing. 
“We want to do for mental health, what wearables did for physical health,” both entrepreneurs say.
Maria de Freitas and Alejandro Serrano did not know each other in person until a couple of months ago. However, they have been working together with two other partners for more than a year working side by side on uMore, an application that helps users monitor their mental health using artificial intelligence.
The uMore project was born in a competition organized by Techstars – one of the largest accelerators on the planet – in which entrepreneurs from all over the world, over a weekend, create synergies with other entrepreneurs and try to carry out technology-based projects.
The author of “Rich Dad, Poor Dad,” the personal finance bestseller, argues that “being poor is a state of mind that everyone can change.”
De Freitas, CEO of the company, and Serrano, director of the scientific part, met at that event in which their app was selected as the best startup among thousands of applicants.
Since then, the initial team has not stopped growing. There are already 18 “astronauts” – as they call themselves internally – and, although for now, they have 9,000 users worldwide, both the Spanish fund The Venture City and Google have already shown interest in the project.
In fact, this year they have already managed to raise $ 500,000 (about 425,000 euros) in a pre-seed phase led by The Venture City in addition to different business angels. In addition, in summer, they participated in the Google Growth Academy: Health & Wellbeing, a startup support program of the technology giant oriented to the health sector.
That, they explain, allowed them to know the insides of Google Fitbit and establish ties with the Silicon Valley company.
However, at the moment there is no fixed agreement on the table. “We have nothing fixed for now, but we are talking. We had conversations with the Fitbit team, but nothing compromised, ”explains de Freitas.
The co-founders of uMore. From left to right; Carl Yates (CPO), Alejandro Serrano (Chief Scientific Officer), Joel Stephano (CTO) and María de Freitas (CEO). Photo courtesy of uMore
In the coming months, they hope to announce their first investment round, which will be aimed at improving the app’s system to better understand users and offer a more personalized service. They also plan to launch a premium plan, which through a subscription will offer an improved help option.
However, both co-founders point out to Business Insider Spain that their app will always have a free option even if it incorporates an added paid service: “Our mission is to help people. Whoever needs help will always have that help ”, says de Freitas.
One of the main tools that uMore offers is to quantify the stress level of its users. “Using a series of psychometric forms we can measure stress, anxiety, and depression. Many times we know that we are stressed but not how much, and this was something that users were looking for in our app ”, assures Alejandro Serrano, a psychologist by training and co-founder of the application.
Wearables could tell users in the future whether or not they are sick, according to the latest research
uMore relies on science to offer its users a self-knowledge tool with which to measure and determine their well-being. In addition, it offers the possibility of creating circles of trust with family and friends with whom to share the status of each one on a daily basis.
The platform uses machine learning and is incorporating digital phenotyping, that is, the collection of biological data through an electronic device in real-time, to offer users accessible and personalized mental health care.
Both co-founders are excited about the reception it is having among its users. The registration process takes almost 10 minutes, but despite this, they claim that the conversion rate is around 75%. Currently, all their efforts and resources are being devoted to the engineering part of the product.
The next step will be to incorporate your app into wearables. “We are developing the ability to measure aspects of mental health through the data we can get from the mobile, for example, we can know the anxiety or stress that someone suffers from how they use their phone,” explains Serrano.
“We want to connect Google Fit and Apple Health with the application, so we can understand physiological measures not necessarily psychological that pertain to the health of the user in general and that allows us to better measure their mental health,” he adds.
“We want to do for mental health, what wearables did for physical health, ” de Freitas summarizes.
Both co-founders strongly emphasize that their app is not a substitute for therapy from a doctor or psychologist. “We are not trying to do that, we just want to offer the possibility that people can measure their mental well-being through their mobile. This is something that could not be done before ”, they emphasize.
The demand for products that help alleviate stress or anxiety is increasing, in part due to the pandemic. Last year a study carried out by the WHO determined that the majority of countries had seen their mental health prevention services overwhelmed by the number of calls and attention required by citizens.
In 2020, startups operating in the area of mental health received funding of 2 billion dollars. By the end of 2021, that number is expected to be 3 billion, according to data from CB Insights.
What will the future hold? The founders of uMore are seen on the Moon in a few years, working with the real astronauts, helping them to improve their knowledge about their mental health and how they can improve it.
“We see a great transition regarding our relationship with health, specifically with mental health. We want to be part of that revolution ”, de Freitas points out.

Business Insider | Prominent female founders in Europe say they avoided wearing pink and mentioning their kids when pitching to venture capitalists

When Maria de Freitas sought funding for her AI-powered mental-health startup, uMore, she struggled to book meetings.
Despite previous roles as a Google fellow and as head of growth at Uber’s subsidiary Careem, “all the doors were shut,” she told Insider.

When she did land a meeting, one investor’s response took her aback.
“I can’t remember the exact words, but he was like, ‘You’ve got your sales pitch very refined. I’d like to meet your cofounders to see if this is real’ — as if I was scamming him or something,” she said. “Surely if I have a pitch that’s very refined, that’s a good thing?”

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