MindFi GTM brain

MindFi sells employers an employee assistance platform with therapy, coaching and wellbeing resources for distributed teams.

category

Employee mental health and EAP

market profile

  • text: Multinational employers need local-language mental health support while preserving confidentiality and measuring participation.
  • text: MindFi began by localizing mental wellness programs for Asian markets in partnership with local providers.

personas

  • title: Regional head of people
    pains:
    • Offering consistent support across offices with different languages and cultures
    • Understanding wellbeing trends without accessing confidential individual records
  • title: Benefits and total rewards manager
    pains:
    • Justifying EAP spend when utilization is uncertain
    • Coordinating providers and reporting across country boundaries
  • title: Employee seeking confidential support
    pains:
    • Finding a suitable therapist quickly in their own language
    • Seeking help despite workplace stigma

icp

  • text: Distributed employers with staff across countries and a need for one centrally managed benefit, including organizations with hundreds or thousands of workers.
  • text: The published plan segmentation spans teams under 20, growing teams of 20 or more, and enterprises of 500 or more.

message pillars

  • text: Give global teams timely access to care.
  • text: Make care personalized and confidential.
  • text: Help HR assess engagement using anonymized information.
  • text: Keep spending flexible as demand changes.

objections

  • objection: Can HR see individual therapy information?
    response: The pricing page says reporting is aggregate and individual data is not shared; verify data terms during procurement.
  • objection: Will we pay for unused therapy?
    response: Therapy is billed per session used, with country-dependent rates; platform fees vary by plan.
  • objection: Does coverage extend to our offices?
    response: The company reports providers across more than 60 countries and 70 languages; confirm local availability.

competitors

  • name: Modern Health
    why: Employer-sponsored mental health and coaching.
  • name: Lyra Health
    why: Mental health benefits for employers.
  • name: Unmind
    why: Workplace mental health platform with therapy and coaching.

keywords

  • employee assistance program Asia
  • global EAP provider
  • employee mental health benefits
  • corporate wellness Singapore
  • workplace therapy platform
  • EAP for distributed teams

voice

  • Supportive and inclusive
  • Practical and outcomes-oriented
  • Globally minded

signals

  • text: A company is expanding across borders and needs consistent employee support across locations.
  • text: HR is reviewing an underused EAP and wants visibility into aggregate engagement.

stack

  • SAML SSO
  • HRIS directory sync

pricing

model: usage
starting price: Free Basic platform fee; therapy starts at $35 per session, depending on provider country

motion

hybrid

channels

  • SEO
  • LinkedIn
  • sales

confidence

medium

Founders

  • name: Gangeshwar Krishnamurthy
    title: Founder
    role: Founder
    bio: AI Scientist turned startup founder. Ex-A*STAR, Ex-Microsoft. Currently building MindFi's AI-assisted platform for working professionals in Asia.
  • name: Leon CK Leong
    title: Founder
    role: Founder
    bio: I currently manage Business Development and Client Success @ MindFi. Previously, I co-founded and sold 2 tech start-ups and lost 250 lbs.. Yep, start-up life is a toughie alright. XD

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