Farina Schurzfeld, Selfapy: From Rocket Internet to Digital Therapy

About this episode

Farina Schurzfeld is a German serial entrepreneur with an impressive track record: From Rocket Internet through Australia to founding Selfapy – a startup developing digital solutions for people struggling with mental health issues.

The Rocket Internet School

Farina's entrepreneurial journey began at Rocket Internet, where she learned the notorious "Rocket craft." During her time there, she built Groupon in Australia and gained valuable experience in rapidly scaling businesses. This period profoundly shaped her approach to entrepreneurship.

After her time at Rocket, Farina stayed in Australia and ventured into her own project: she established a marketplace for outsourcing work. But life would take an unexpected turn that would lead to her most important founding.

The Personal Turning Point

When Farina's mother fell ill, she became aware of serious shortcomings in medical care for people with mental health issues. This personal experience motivated her to research solutions intensively. She quickly recognized that the need for accessible psychological support is enormous, while barriers for those affected often seem insurmountable.

The Birth of Selfapy

During her research, Farina discovered her current co-founders Katrin and Nora through press coverage. Together, they developed the vision for Selfapy – a digital platform that enables people with mental health struggles to self-treat through medically and scientifically-based digital content.

Selfapy addresses a critical problem in healthcare: long waiting times for therapists, high costs, and lack of availability of psychological help. The platform offers evidence-based self-help programs that support people in independently improving their mental health.

Challenges and Breaking Points

In Selfapy's 3.5-year company history, there have been several critical moments – so-called breaking points – that could have led to the company's failure. These phases tested not only the founders' resilience but also the viability of their business model.

Particularly challenging was building strong press relations in a sensitive area like mental health. Gaining users' trust while maintaining medical credibility required a thoughtful communication strategy.

Mental Health in Times of Corona

The Corona pandemic has amplified the relevance of Selfapy's mission. Mental health problems increased dramatically during the pandemic, while access to traditional therapy became even more difficult. For digital health solutions like Selfapy, this meant both increased demand and greater responsibility.

Learnings for Founders

Farina's story reveals several important insights for aspiring entrepreneurs:

• –Personal experience can be a strong motivator: Her mother's illness led Farina to a problem she truly wanted to understand and solve.
• –Experience at established companies is valuable: Her time at Rocket Internet provided her with essential entrepreneurial skills.
• –Finding the right co-founders is crucial: Discovering her co-founders through press coverage shows that networks can emerge anywhere.
• –Regulated markets require special care: In healthcare, startups must proceed particularly carefully to build trust and credibility.

Selfapy demonstrates how digital solutions can complement traditional healthcare and help people who would otherwise have no access to psychological support.