Interview: Maja Gselman & Centrum Cognitio. Improving psychotherapy

The interview with Maja Gselman⁠, the CEO of Centrum Cognitio from Slovenia.

Maja shares her personal journey that led her to create Tina, an AI-powered assistant for psychotherapists. Discover how this innovative tool is set to revolutionize mental healthcare by analyzing both verbal and non-verbal cues in therapy sessions.

Centrum Cognitio provides AI-powered mental health solutions optimizing therapy through predictive analytics

You can listen to the episode with Maja Gselman on EmpoWomen Podcast:

Or read the interview.

Centrum Cognitio Elevator Pitch

We created Tina, an AI assistant for psychotherapists and other mental health professionals. Tina helps them to understand and respond to therapy signals, both verbal and non-verbal, during sessions. Our mission is to improve the quality of mental health care by supporting therapists with evidence-based and real-time insights.

What makes Centrum Cognitio different

My journey into this field is deeply personal. As a teenager, I struggled with picking disorders. So, I’m not just a psychologist and psychotherapist approaching this from a purely theoretical or practical standpoint; I also have the lived experience of someone who has gone through mental health disorders.

During my childhood and teenage years, I noticed that the professionals working with me often overlooked non-verbal cues and other important information. This experience was the main driver behind creating Tina. We’ve pooled our knowledge, drawing from experts in the field and from people who have firsthand experience with mental health conditions.

How it works

Tina consists of two parts. The first is a CRM system for mental health professionals, which is already developed and helps with the administrative side of running a private practice or clinic.

The second part, which we are currently developing, is a deep-tech AI communication system that recognizes non-verbal communication. We record sessions, and our system analyzes the non-verbal signs. This is particularly important in family or group therapy, where a therapist can only focus on one person at a time, potentially missing non-verbal cues from others. The tool acts as a helping hand for psychologists, revealing hidden information. It’s not an expert system but a communication aid.

Benefits of using the system 

Tina offers significant advantages. The first part of the system reduces the administrative burden on therapists and psychologists. The second part, the recommendation system, is especially helpful for those at the beginning of their careers, as it helps them recognize non-verbal cues. It’s also invaluable for therapists working with families or groups.

Competitive Advantages

While we have competitors, they mainly focus on the CRM aspect. The deep-tech AI communication system we are developing is being created in parallel with similar initiatives by a few startups and institutes worldwide. We are striving to be the best, and we prioritize cybersecurity, ensuring compliance with GDPR and the AI Act.

Data protection 

All data is anonymized and encrypted. We also use several separate servers to store the data, ensuring a high level of security.

Biggest technical challenge

As a psychologist, my background is not in technology. However, I have a strong team with experience in AI and ethics. Our developers are highly skilled, and we collaborate with university professors, especially for the AI features.

Starting the business

We launched in 2021, during the COVID-19 pandemic. At that time, psychologists and psychotherapists in private practice were overwhelmed with work and had little time for administration. We saw a need for a tool to help with this, and since there were no suitable solutions available, we decided to develop one ourselves.

The biggest challenge from the start

Initially, because I am a psychologist and this is a software company, I was often told that I might not be cut out for this business. However, I have had strong support from our developers from the beginning. As a female in deep tech, it can be a double-edged sword due to certain expectations.

Building a team

At first, I looked to my friends and connections, but that didn’t work out. Then, I asked a successful IT businessman for a recommendation, and he introduced me to our CTO, which was a great decision. We have four developers, a CIO, and myself, as well as some members who provide legal and AI advice.

Past four years of entrepreneurship journey

You’re right, it has been a journey with many ups and downs. We faced challenges with project development, including delays and bugs, which led to financial difficulties. But I have a strong motivation and a sense of mission that this project needs to be developed. I’ve invested all my money and energy into it, and I’ve encouraged the team to keep working, sometimes even without payment. I’m grateful that they are still here.

The mission

When I was young, I had a difficult experience with experts who couldn’t help me. My mission is to improve the entire process of psychotherapy. I believe that our AI recommendation system can help move psychotherapy to the next level by leveraging all the knowledge we’ve gathered.

Overview of provided support to the Centrum Cognitio

At the beginning, we received a national grant from Slovenia, which was a good start. We are part of the Slovenian ecosystem, which has provided us with access to mentorship programs and accelerators. We are also part of the Empowomen program, which has been very important, not just because of the funding, but also because of the excellent mentorship, knowledge sharing, and the push to take our venture to the next stage. We were also part of an EIT Health program.

How did you learn about the Empowomen program?

I attended a conference in Maribor, Slovenia, where the program was presented. We decided to apply after that.

One or two favourite things about the Empowomen program

The mentorship is the first thing I really appreciate. The second is the career sessions, which are informal and allow us to share our experiences and learn from each other’s careers. As a woman in deep tech, this is particularly important to me, as there are very few of us in Slovenia.

Traction and stage of startup development 

The first part of our product, the CRM, is already on the market in Slovenia. We have several clients, including psychotherapists in private practice and two clinics or institutes that train new psychotherapists. Our distribution channels are associations and conferences for mental health professionals.

Financial model

We offer monthly or yearly subscriptions.

Markets covered

Currently, we are only in the Slovenian market, but we are available in both Slovenian and English. We plan to expand to new markets as soon as possible, with the goal of entering a new market in Q3 of this year.

Certifications

Our product is in the process of certification. I believe it will be a requirement because of the AI Act. This certification is crucial for medical devices and will be universal for the EU market.

Plans after the Empowomen Program

We are planning to start fundraising, so we are preparing for that now. We will also be applying for some programs from the European Innovation Council (EIC) and will start selling in new markets.

The big dream for the product

I want our project to improve the process of psychotherapy and to be one of the best in the world. We also want to expand to the US market.

Current tasks

We are preparing for foreign market entry and developing the AI recommendation system to a TRL of 4 or 5. We are also preparing our applications for the EIC.

Lessons of being an entrepreneur

I’ve learned that business is tough, much tougher than my work as a psychologist. I’ve had to become more resilient to survive. But I enjoy both aspects of my career. Now, I think of myself as more of an entrepreneur than a psychologist.

Recommendations for entrepreneurs at the beginning of their journey

If you believe in yourself and have an idea, you should go for it. Many people will point out obstacles, but if you feel it in your gut, you should listen to yourself. As women, we have a special power and energy that we can bring to business. It can be a good thing to be a woman in deep tech. I’ve also learned that business is all about relationships.

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