Koko GTM brain

Koko is a nonprofit that partners with online platforms to provide young people free digital mental health support.

category

Youth digital mental health support

market profile

  • text: Koko reaches users through social platform integrations and offers peer support, self-guided tools and referrals.
  • text: The nonprofit reports reaching more than 10 million people and relies on research and partnerships to scale support.

personas

  • title: Trust and safety leader at a social platform
    pains:
    • Needs to respond to distress signals without taking users out of their existing online environment
    • Needs clear escalation routes and evidence of intervention safety
  • title: Youth mental health funder
    pains:
    • Needs evidence that funding reaches young people who do not access traditional care
    • Wants measurable outcomes and ethical oversight
  • title: Young person seeking support
    pains:
    • May not know where to find help or may fear asking
    • Needs immediate accessible support

icp

  • text: Social platforms and online communities serving young people at meaningful scale, with trust and safety capabilities.
  • text: Foundations and individual donors supporting youth mental health and evidence-based digital interventions.

message pillars

  • text: Meet young people at the point of need.
  • text: Remove cost and waiting barriers for users.
  • text: Connect online detection with support.

objections

  • objection: How do we know support is effective?
    response: Review Koko's published studies, outcome definitions and relevance to the proposed population.
  • objection: How are vulnerable users protected?
    response: Review ethical commitments, moderation and escalation processes with the Koko team before integration.

competitors

  • name: 7 Cups
    why: Offers online peer emotional support, an alternative for individuals seeking accessible help.
  • name: Crisis Text Line
    why: Provides text-based crisis support and competes for referrals and nonprofit support.

influencers

  • name: Rob Morris
    url: https://www.robertrmorris.org/koko
    why: Koko co-founder and researcher in online mental health support.

keywords

  • youth mental health support online
  • social media crisis intervention
  • peer support for teens
  • mental health platform partnership
  • digital suicide prevention
  • free mental health resources

voice

  • compassionate
  • evidence-led
  • urgent and hopeful

signals

  • text: A platform announcing youth safety investments or improved crisis referrals may be ready for partnership.
  • text: A funder prioritizing measurable youth mental health access may fit the donation motion.

pricing

model: free

motion

hybrid

channels

  • platform partnerships
  • donations
  • Discord
  • research publications

confidence

high

Founders

  • name: Rob Morris
    title: Founder
    role: Founder
    bio: Rob Morris is the co-founder of Koko - a behavioral health platform that has served 2M people, mostly adolescents. Most recently, he was a staff data scientist at Airbnb and an entrepreneur in residence at Hopelab. Rob earned his AB in psychology from Princeton University and his master's and PhD in media arts and sciences from the Massachusetts Institute of Technology.
  • name: Kareem Kouddous
    title: Founder
    role: Founder
    bio: Founderd Suzy, Koko (sold to Airbnb), Airbnb Trust & Safety leadership now back to Koko as a non-profit. A few failed startups before that. Coding since grade school. Dreaming forever.

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