Company: MAGI
CEO and Founder: Carly Walter
Website: http://heymagi.com
About MAGI
MAGI is an AI powered wellbeing companion designed for neurodivergent women and girls. Founded by Carly Walter, the company was created from lived experience of ADHD, PMDD, fibromyalgia, burnout and years of misdiagnosis within systems that were never designed around fluctuating energy, cognition and emotional regulation.
The idea for MAGI began in 2024 after seeing repeated gaps in support across healthcare, education, workplaces and everyday life. Existing wellbeing apps often rely on consistency, habit tracking and high cognitive effort. For many neurodivergent and hormonally impacted women, that approach can increase shame and overwhelm rather than reduce it.
MAGI was built differently. The platform uses AI to recognise changing states of overwhelm, stress, fatigue and emotional capacity in real time, then responds with personalised support designed for low capacity moments. Rather than pushing productivity, MAGI focuses on regulation, self understanding and practical support that adapts to how a user feels in the moment.
Since launch, the company has carried out extensive user led research with more than 650 women and girls, identifying common barriers including decision fatigue, emotional overwhelm, masking, sensory stress and lack of accessible support. This research shaped the foundations of the platform and positioned MAGI as a prevention focused technology rather than a clinical diagnostic tool.
The journey has not been straightforward. As a female founder from a non traditional tech background, building an AI health technology company without major investment brought significant challenges. These included balancing research, product development and fundraising while also navigating personal health conditions and systemic barriers often faced by women founders in technology. Despite this, MAGI has secured growing recognition across the UK innovation ecosystem.
The company has participated in leading innovation and accelerator programmes across Yorkshire and the UK, including Health Innovation Yorkshire and Humber support initiatives, Women TechEU related development activity, university collaborations and regional health innovation programmes. MAGI has also begun building relationships with NHS aligned organisations, universities and community partners interested in preventative approaches for womens health and neurodivergent support.
Within the AI industry, MAGI is helping challenge assumptions around who AI wellbeing products are designed for. The company advocates for inclusive, trauma informed and neuro affirming AI systems that reduce cognitive load rather than add to it. It also highlights the urgent need for technology that reflects real world experiences of women whose symptoms, communication styles and health patterns have historically been overlooked in both healthcare and technology design.
MAGI represents a new direction for AI wellbeing technology where accessibility, emotional safety and human centred design are treated as core innovation, not optional extras.
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