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.

Link to the article:

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.”


Read the full article here:

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?”

Find out more here:

Startup Luso-Brasileira, uMore revela o seu relatório de impacto de feedback de autocuidados com uma resposta positiva de 84%

Startup Luso-Brasileira, uMore revela o seu relatório de impacto de feedback de autocuidados com uma resposta positiva de 84%

Lucas Lieggioby – 21 de outubro de 2021

A uMore, a start-up de saúde mental com sede nos Estados Unidos e fundada pela Luso-Brasileira Maria de Freitas, é uma startup dedicada a capacitar indivíduos para auto gerirem a sua saúde mental, lançou o seu Relatório de Impacto inaugural, destacando as atividades de autocuidados da aplicação móvel lançadas com a nova aplicação.

MIAMI, 20 de OUTUBRO de 2021 – O relatório de 2021, intitulado “Promover a compreensão com autocuidados”, está disponível para transferência em Além de partilhar destaques sobre como as atividades de autocuidados da uMore funcionam, esta primeira edição também contém estudos de caso de duas atividades marcantes: a primeira sobre “Como identificar os seus sinais de stress” e a segunda sobre “Pensamentos negativos”.

Maria de Freitas, CEO e cofundadora Luso-Brasileira da uMore disse: “Ao partilhar a nossa aprendizagem por meio deste relatório e das suas edições futuras, o nosso objetivo é incentivar a transparência e o diálogo dentro da comunidade de aplicações de saúde digital. Este relatório de impacto representa o nosso primeiro passo e esperamos crescer juntamente com os nossos utilizadores para ajudar a moldar um acesso melhor aos cuidados de saúde mental para todos.”

Com uma resposta positiva de 84%, o feedback inicial dos utilizadores revelou que as atividades se mostraram úteis para que os utilizadores identificassem o stress e entendessem melhor como se sentiam. Estes primeiros dados de utilizadores também sugerem que os utilizadores que se envolvem com mais frequência nas atividades são menos propensos a apresentar altos níveis de stress.

Todas as atividades de autocuidados da aplicação uMore são baseadas em evidências científicas e procuram promover capacidades de promoção da saúde. “Queremos facilitar a forma como as pessoas aprendem sobre si mesmas. O nosso objetivo não é reinventar a roda, mas ver como podemos possibilitar uma melhor saúde mental através de uma ferramenta digital envolvente. Neste momento, estamos a trabalhar numa biblioteca interativa com mais de 100 exercícios de autocuidados”, disse Alejandro Serrano Saunders, diretor científico e cofundador da uMore.

A atividade “Como identificar os seus sinais de stress” ajudou muito os utilizadores da uMore a autovigiar os seus sentimentos e a compreender-se melhor. Os utilizadores consideraram muito útil monitorizar o que sentiam. “Ajudou a identificar exatamente o que sinto”, disse um utilizador anónimo, entre os 85% dos entrevistados globais que participaram na atividade e relataram que foi útil.

O relatório revela ainda que utilizadores que concluíram pelo menos uma atividade de autocuidados na última semana apresentaram taxas proporcionalmente mais baixas de stress elevado, em comparação com utilizadores com stress elevado que não concluíram nenhuma atividade quando responderam aos inquéritos de bem-estar na aplicação.

Novas atividades serão lançadas continuamente na aplicação uMore com relatórios de feedback regulares de utilizadores da uMore que ajudarão a moldar o design e o conteúdo das próximas atividades de autocuidados.

“Tenho a honra de fazer parte de uma equipa cuja missão fundamental é ajudar as pessoas a prosperar nas suas vidas”, disse Maria de Freitas. “Estamos a desenvolver uma aplicação que tem o potencial de mudar a maneira como as pessoas vivem e o que aprendemos é que a nossa biblioteca de autoajuda mostra os primeiros sinais de ser uma ótima maneira de ajudar as pessoas a aprender a cuidar de si mesmas”, acrescentou Alejandro Serrano Saunders.


uMore is committed to continuously releasing findings to help raise the bar across the industry and give people control in their lives by overcoming obstacles and creating new possibilities. The report can be viewed and downloaded at

uMore is a mental health tracking app that uses evidence-based psychometric questionnaires to measure users’ mental well-being. By combining vital data and biomarkers, the app helps users screen, track and treat their mental well-being. The app also provides users with self-help evidence-based activities available to help them learn more about mental health self-care.

uMore has won various awards, including first place at the TechStars Startup Weekend UK COVID 19 Edition, TikToks’ PitchUpInTheSky, and the MIT Enterprise Forum Arab Startup 2021 Competition.

Learn more about uMore at

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The 2021 impact “Fostering understanding with self-care” is available for download from

Impact Report: Fostering understanding with self-care

Impact Report: Fostering understanding with self-care

Impact report on uMore self-care activities

uMore launches the first collection of self-care activities designed to help users take action to improve their personal well-being. Each self-care activity is based on scientific evidence and helps foster health-promoting abilities.

October 2021

uMore launches self-care activities on iOS

uMore launches the first collection of self-care activities designed to help users take action to improve their personal well-being. Each self-care activity is based on scientific evidence and fosters health-promoting abilities.

Initial user feedback from the first self-care activities in-app has revealed that the activities have proved helpful to the user to identify stress, better understand how they feel, and manage their stress response. Overall, users who engage more frequently with activities are less prone to exhibit high-stress levels.

New activities will continue to be released on the uMore app, following the feedback from the activities featured in this paper.

How do the uMore self-care activities work?

The uMore self-care activities are designed to help users learn about their mental well-being, manage the effects of distress as it arises, and promote positive behaviors that are good for our health.

They are all based on real science and evidence from psychological research. There are activities based on mindfulness meditations, cognitive behavioral therapy, gratitude, relationship exercises, and many more!

Each one has a start and a finish, interactively asking meaningful questions throughout the activity. Every activity has a different goal in mind, helping users identify the health-promoting abilities that they want to strengthen.

Self-care is not a substitute for receiving help from a medical professional. uMore’s self-care activities can be used to learn more about and manage our mental health, but they are not a form of therapy. If you feel your mental health is in need of or could benefit from the help of a clinician, contact your local healthcare center today. The uMore app also features a database of telephone helplines to contact in the case of significant mental distress.

هل بدأت التكنولوجيا الصحية في الإستحواذ على استثمارات الطب التقليدي بمنطقة الشرق الأوسط؟

شهد قطاع التكنولوجيا الصحية في منطقة الشرق الأوسط وشمال إفريقيا تطورًا كبيرًا خلال العقد الأخير؛ مما جعل البعض يرجح ان تستحوذ التطبيقات الصحية المتنوعة على معظم الاستثمارات والتمويل من نظيرتها التقليدية خلال الفترة المقبلة، وبالرغم من تلك الفرص المتعددة إلا أن ذلك القطاع مازال يواجه عددًا من العقبات الرئيسية التي قد تؤثر على نموه وتوسعه مثل قلة الوعى الجماهيرى وأنخفاض سرعات الإنترنت في بعض الدول، والحاجة لتدريب الأطباء على تلك التقنيات الجديدة بالنسبة للعديد منهم، فضلًا عن بعض القيود التنظيمية المرهقة التي تواجه بعض شركات التكنولوجيا الطبية الناشئة.