We Encourage
We Encourage is a Finnish impact company that operates AinoAid™, an AI-based conversational chatbot providing 24/7 mental health support for victims, perpetrators, family members, and professionals affected by domestic violence, with operations in Finland and a Tanzania pilot.
- Company typePrivate
- Founded2020
- HeadquartersHelsinki, Finland
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What We Encourage does
We Encourage is a Finnish impact company, founded in 2019/2020 and headquartered in Helsinki, that provides mental health support and guidance for people affected by domestic violence. Its core product is AinoAid™, an AI-based conversational guidance chatbot that delivers 24/7 first-level digital support to victims, perpetrators, family members, friends, and professionals. The service combines clinical therapy expertise, lived experience from survivors, and creators from diverse cultural backgrounds with an AI chatbot built on Microsoft technology tools.
The AinoAid™ chatbot provides text-based conversational guidance using natural language processing, knowledge retrieval, and recommendation capabilities to route users toward appropriate support paths based on the type of violence experienced. Content and conversation flows are developed by experts in multiple therapy methods, survivors, and creators from diverse cultural backgrounds, and the platform is contextualized for each market through partnerships with local expert organizations that generate locally relevant conversational content.
The business model is hybrid B2B/B2G/B2C. End users access the service via the AinoAid™ platform free of charge, while revenue capture occurs through partnerships with local societies, public health organizations, and private service providers that use the platform to prioritize interventions, acquire customers, and deliver impact-driven services under recurring subscription or managed-service contracts. Geographic reach currently spans Finland as the operational base and a Tanzania pilot conducted in partnership with the Finnish Lutheran Mission.
We Encourage firmographics
Firmographics- Name
- We Encourage
- Legal name
- We Encourage
- Website
- https://encourage.fi
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- We Encourage is a Finnish impact company that operates AinoAid™, an AI-based conversational chatbot providing 24/7 mental health support for victims, perpetrators, family members, and professionals affected by domestic violence, with operations in Finland and a Tanzania pilot.
- Ownership category
- akta.pro rank
We Encourage industry classification
Industry- Product category
- Digital Mental Health Support
- NAICS
- Social Assistance (624)
- SIC
- Services-Prepackaged Software (7372), Services-Social Services (8300)
- akta.pro primary industry
- Crisis Support, Suicide Prevention & Acute Behavioral Triage Platforms (HLALAEAI)
- akta.pro secondary industry
- Conversational AI Platforms (chat/voice bots, orchestration) (HDAAAFAC)
Keywords
Where We Encourage is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices1 record
Markets served
We Encourage business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- B2B/B2G Service Provision: Value capture through partnerships with local societies, public health organisations, and private service providers. Public health organisations benefit from prioritising interventions based on violence severity without human bias. Private service providers find customers to whom they can add the most value. Generates revenues and financial capabilities for constant technology and service development.
- Impact-Driven Partnerships: Art of creating value for all partners in the ecosystem starts from shared purpose and related objectives, fair and transparent share of efforts and respective rewards. Value delivered in multiple forms including healthier citizens, more productive employees, and efficient use of scarce human and financial resources.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
We Encourage product offering
Product offeringCore offering
We Encourage develops and operates AinoAid™, an AI-based conversational guidance chatbot that provides round-the-clock psychosocial support and information for people affected by domestic violence. The chatbot serves three distinct audiences — victims, perpetrators seeking behavior change, and professionals supporting affected individuals — directing users to vetted local services and resources. The platform is delivered both directly to end users and through partnerships with municipalities, public health organizations, and private service providers.
Product overview
We Encourage operates as an impact company providing mental health support services primarily through its AinoAid™ AI chatbot. The company offers a single unified product — the AinoAid™ conversational guidance system — which delivers 24/7 AI-based support for domestic violence victims, perpetrators, and affected family members. The service combines human expertise from therapy professionals and survivors with AI technology to provide first-level guidance and connect users with appropriate resources and support pathways.
Differentiator
Problem solved
Functional benefit
Brands
- AinoAid™: AI-based conversational guidance chatbot and related services for anyone affected by domestic violence, including victims, perpetrators, and professionals. Combines human expertise with technology relying on Microsoft tools.
Products and services
- AinoAid™ AinoAid is an AI-based conversational guidance chatbot that provides 24/7 psychosocial support and information for people affected by domestic violence. It serves three distinct audiences — victims seeking help, perpetrators seeking behavior-change support, and social or healthcare professionals supporting clients — and directs users to curated local services and resources. The chatbot is offered both directly to end users and through partnerships with municipalities, public health organizations, and private service providers.
Quantifiable outcome
- Cost of gender-based violence in EU: €366 billion annually
- +2 more outcomes
Companies that use We Encourage
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
We Encourage technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature3 records
We Encourage partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- MicrosoftcoreTechnology infrastructure provider. The AinoAid™ AI chatbot and related services rely on tools provided mainly by Microsoft. Core technology stack enabling the AI-based conversational guidance platform.
- Hyvinpitely OycoreCo-founded by Katja Kytölä and colleagues in 2020. A company focusing on domestic violence, creating and developing services for victims and perpetrators. Content expertise partner for AinoAid™ AI.
- Finnish Lutheran Mission (Suomen Lähetysseura)coreInternational development partner for Tanzania pilot. Working with We Encourage to develop chatbot that guides domestic violence victims to help services in Tanzania.
- Local Expert OrganisationscorePartnership ecosystem helping understand needs and wants and how to deliver contextually relevant support to people in need. Help run local experiments and operations for service provision.
- UNFILTEREDDminorPartner organisation with logo displayed on We Encourage website.
- IMProve Horizon EUminorEU Horizon project partner with logo displayed on We Encourage website.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
We Encourage competitors and assessment
Company assessmentBroad incumbents
- Spring Health: Enterprise mental health platform combining precision assessment, therapy, coaching, and digital self-service. Comparable broad incumbent targeting employer and health plan channels in mental health benefits.
- BetterHelp: Largest online therapy platform offering access to licensed therapists via text, chat, voice. Operates as a broad incumbent in digital mental health with overlapping end-user base of individuals seeking emotional support.
- Lyra Health: Enterprise mental health benefits platform serving employers with therapy, coaching, and digital tools. Comparable in B2B/B2G go-to-market targeting employer and health plan buyers in the mental health category.
- Headspace Health: Large-scale mental health platform combining content, coaching, and therapy with significant B2B distribution to employers and health plans. Comparable as a broad incumbent in the same mental health category with overlapping B2B/B2G channels, though much larger scale and broader scope.
Direct peers
- Crisis Text Line: Text-based crisis intervention service offering 24/7 support via trained volunteers. Highly comparable in mission (crisis support through conversational text channel) and operating model, though We Encourage is AI-driven while Crisis Text Line is volunteer-staffed.
- 7 Cups: Emotional support platform connecting users to trained listeners via text-based chat. Comparable in conversational support delivery model, 24/7 accessibility, and serving individuals in emotional distress including relationship and family issues.
- Wysa: AI-powered mental health chatbot offering anonymous, 24/7 conversational support for emotional well-being across B2B and B2C channels. Closely comparable in technology (AI chatbot), target use case (mental health support), and B2B distribution model to enterprise and health plans.
- Woebot Health: Therapeutic AI chatbot delivering cognitive behavioral therapy-based conversations for mental health support. Directly comparable AI-first mental health platform targeting both consumers and enterprise healthcare buyers, with similar conversational AI modality.
Regional players
- Mindler: Nordic/European digital mental health platform providing therapist-matched online psychological treatment. Comparable as a regional Nordic mental health platform with B2B/B2G distribution, though currently therapist-led rather than AI-first.
Others
- SafeToNet: AI safety technology company focused on protecting children and vulnerable users from online harms including harassment. Thematically adjacent as AI applied to safeguarding vulnerable populations, though operating in online safety rather than domestic violence support.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
We Encourage social profiles
Digital presenceWe Encourage financial estimates
Financial estimateRevenue estimate
Valuation estimate
We Encourage leadership team
Management profileNumber of profiles
Profiles4 records
We Encourage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
We Encourage M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about We Encourage
What does We Encourage do?
We Encourage develops and operates AinoAid™, an AI-based conversational guidance chatbot that provides round-the-clock psychosocial support and information for people affected by domestic violence. The chatbot serves three distinct audiences — victims, perpetrators seeking behavior change, and professionals supporting affected individuals — directing users to vetted local services and resources. The platform is delivered both directly to end users and through partnerships with municipalities, public health organizations, and private service providers.
Is We Encourage a public or private company?
We Encourage is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was We Encourage founded?
We Encourage was founded in 2020. It employs 11 to 50 people.
Where is We Encourage based?
We Encourage is headquartered in Helsinki, Finland, in the Europe region.
How does We Encourage make money?
Two revenue lines are on record. B2B/B2G Service Provision is the primary driver. The others are impact-Driven Partnerships.
Who are We Encourage's main competitors?
Broad incumbents on record are Spring Health, BetterHelp, Lyra Health and Headspace Health. Direct peers are Crisis Text Line, 7 Cups, Wysa and Woebot Health. Mindler is listed as a regional player. SafeToNet is listed as an others.
Does We Encourage have an API?
No public API is recorded for We Encourage.
What industry is We Encourage in?
We Encourage's product category is Digital Mental Health Support. Its primary akta.pro industry code is HLALAEAI, Crisis Support, Suicide Prevention & Acute Behavioral Triage Platforms, with a secondary code of HDAAAFAC, Conversational AI Platforms (chat/voice bots, orchestration). Its NAICS code is 624 and its SIC code is 7372.