Company: MAGI
CEO & Founder: Carly Walter
Website: https://heymagi.com/
About MAGI
MAGI was founded in 2024 to address one of the most overlooked challenges in healthcare: providing personalised behavioural health support for neurodivergent women navigating hormonal change. After more than seventeen years working in the NHS and drawing on my own lived experience of ADHD, PMDD and perimenopause, I recognised that healthcare and digital wellbeing solutions treated hormones, neurodiversity and mental health as separate issues. Real life does not work that way. MAGI was created to connect those dots through an AI powered behavioural health platform that learns how each woman functions and provides personalised support based on her changing capacity, patterns and needs.
Building MAGI as a solo female founder without a technical background has required resilience, determination and an ability to challenge traditional thinking. Securing investment for womens health innovation remains difficult despite the enormous health and economic burden of poor outcomes. At the same time, developing responsible AI for healthcare demanded expertise across behavioural science, digital safety, clinical practice and technology while ensuring the platform remained accessible for people with cognitive overload, 3x3cutive function challenges and fluctuating energy.
Rather than allowing these barriers to slow progress, they became the foundation of MAGIs development. More than 650 women have shaped the platform through interviews, surveys and ongoing co design. Every feature has been built around lived experience rather than assumptions, creating a platform that reduces cognitive demand instead of adding to it. This approach has resulted in technology that adapts to the individual rather than expecting the individual to adapt to the technology.
Although still pre launch, MAGI has already secured significant external validation. The company received twenty thousand pounds through the West Yorkshire Mayors Big Ideas Challenge to tackle health inequalities and won the University of Huddersfield Innovation Award.
MAGI has also secured four NHS pilot agreements in principle, an employer pilot with Paxman Cooling and collaborations with leading universities and clinical partners to support evaluation and future research. These partnerships demonstrate growing confidence that personalised AI can play an important role in preventative healthcare.
MAGI is helping reshape the future of HealthTech by challenging the traditional one size fits all approach to digital wellbeing. Rather than asking What condition does this woman have, MAGI asks What is happening to this woman today and what support will help her most right now. By bringing together hormones, neurodiversity, nervous system regulation and behavioural science into one adaptive platform, MAGI represents a new generation of personalised healthcare technology.
The potential impact extends far beyond individual users. Earlier self awareness, personalised behavioural support and improved self management can reduce pressure on primary care, mental health services and employers while improving quality of life for millions of women who have historically been overlooked by healthcare systems. As demand grows for preventative, personalised healthcare, MAGI demonstrates how responsible AI can bridge gaps in care while empowering people to better understand themselves.
MAGI is not simply building another health app. It is helping define a new category of personalised behavioural HealthTech that places lived experience, clinical evidence and responsible artificial intelligence at the centre of better healthcare. With NHS pilots, commercial partnerships and a growing ecosystem of collaborators already in place before launch, MAGI is laying the foundations for scalable impact across the United Kingdom and internationally.
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