Interview with Hilde Amundsen – CEO, Mindfit App [2023]

​​I have always enjoyed developing new things. I have been into technology for over 20 years. I am particularly interested in how I can use technology to make everyday life easier. My background from the advertising industry, with communication work and as a web editor was an important competence to have, and still is when I develop Mindfit.

The journey has been fantastic, learning new things daily. And I think my digital competence helps me understand the processes better.

I was inspired to develop Mindfit after I was searching for a tool that could help me through a tough time (life crisis). I didn’t quite find the tool I was looking for, but as I learned methods and techniques that worked for me, I discovered that simple measures can result in big changes.  I had this a-ha moment during treatment. Our body has a kind of physical memory of everything that we have experienced in our lives.

This affects our behavior and is something that we bring with us into similar situations later. I realized that if I was able to break my old reaction pattern, I could actually build new healthy habits. An important part is to shift focus from negative thoughts to positive – remind myself of all the good things happening in my daily life.

I was so inspired and wanted to develop a tool that more people could benefit from.

What I like the most is to work together with my team, and always look for solutions that can make Mindfit better. Challenges exist to be solved. My inspiration is all the great feedback we have gotten and still get from our customers. They make my day and give me the confidence to continue the work.

We used to say that Mindfit is a prevention tool. In Mindfit, we have assembled different self-help techniques that you can use when you find yourself in a challenging situation or feeling stressed. They can help you to better master the uncomfortable feelings you might have in these circumstances.

For example, Breathing exercises can have a relaxing and calming effect. They can also help you tone down your negative thoughts and worries. So, finding coping strategies that suit you can help you deal with stress and better cope with adversity.

One challenge has been figuring out how to talk about our product. We have tested many different messages and ways of doing things. People do not like to tell others that they are struggling, especially in Europe. It is a touchy topic.

We have also spent time testing and changing our business model. The most challenging is that things always take much longer than I think.

For me, it’s important that everyone know that we all have unique skills and are equally important for our success. We are dependent on each other. Respect, openness, and dare to say things as they are, is important to me. Also, constructive feedback and praise are important.

Tools we use to communicate: Slack, Teams, Facebook, e-mail.

You get lots of good advice along the way. You should not listen to everything you hear. Dare to trust yourself and your gut feeling. Focus on what you can do right now where you are, rather than what you can’t. Don’t compare yourself to others – have confidence in your own journey.

Sometimes you might wonder if it is worth it. All the work, emotional ups, and downs… Remind yourself: Things always take much longer than you think. Don’t give up if you believe in what you do. And don’t forget to have fun during your journey.

That we still make a difference in people’s lives 🙂