Clinical ideation: $3,7M seed funded growth
Rite NRG developed a secure, gamified B2B healthtech platform for Engaging Care (Kind), enabling clinics to assign and monitor patient self-care digitally. Built as a React/NodeJS RWD with 2FA and GDPR compliance, it visualizes progress via a flower growth mechanic. The MVP drove early clinical adoption, raised $3.3M in funding, and generated €7.7M SEK revenue.
Introduction
Engaging Care, a Swedish healthtech startup (now operating as Kind), was founded in 2015 by clinical expert Annica Carnbring Belfrage and Charlotta Tönsgård. The company’s mission was to digitally empower patients in lifestyle changes and self-care. The technology partner, a high-performing software team, worked with Engaging Care to transform this clinical vision into a scalable, secure B2B software solution, serving as the key partner for full product development and strategic support.
The Challenge
Clinical imperative: To create an engaging, digital intervention promoting healthy lifestyle choices and preventing destructive self-harm behaviors (such as 'Flushing’ observed in the Swedish psychological context), by offering patients a supportive tool for self-care and long-term compliance.
B2B model validation: The target customer base included clinics and hospitals (e.g., major university hospitals), requiring a system that allowed clinicians to securely assign and monitor digital care plans for their patients.
Strict regulatory compliance: Entering the Swedish market necessitated meeting the highest standards for medical data security, including mandatory GDPR compliance and the implementation of robust Two-Factor Authentication (2FA).
Investment validation: The initial investment came from the personal capital of the founders, Annica Carnbring Belfrage and Charlotta Tönsgård. The project required rapid delivery and scale to quickly validate the business model (B2B) and secure subsequent external funding (user input).
Rite NRG's Solution
Gamified self-care platform: The development team designed and implemented the Responsive Web Application (RWD) with a central flower metaphor game mechanic. The flower’s health and growth directly visualized the patient’s self-care status: the flower would grow taller, sprout new leaves, and bloom with new flowers when the user engaged in healthy behaviors like reading educational books and completing assigned tasks (user input). Conversely, the plant would wither if the user neglected their program or remained inactive (user input).
True agile partnership: The product vision was developed jointly with Annica Belfrage, who acted as the Product Owner. The team operated using a disciplined two-week sprint cycle, with each sprint concluding in a mandatory demonstration, proving that a real-life Agile methodology successfully delivers high-value products (user input).
Dedicated cross-functional team: The development team included 3 Developers, a Business Analyst, and a Scrum Master, ensuring high efficiency, code quality, and a deep understanding of evolving clinical requirements (user input).
B2B clinical integration: The system was established as a B2B application, enabling clinics to securely assign personalized care pathways to patients, monitor their structured follow-up, and verify compliance with health recommendations in a compliant manner.
Technologies Used
The application was engineered as a Responsive Web Application (RWD) to ensure cross-device compatibility and accessibility. The application logic and backend were developed using NodeJS, while the user interface (frontend) was built with React. The architecture focused heavily on data security, necessitating the implementation of advanced protocols (including 2FA and GDPR adherence) to handle sensitive patient information.
Results
Successful fundraising: Engaging Care raised 800,000 USD for its digital healthcare SaaS platform in 2018 and 2,500,000 EUR in 2019.
Strategic support: Management supported the startup with business aspects and recruiting at the CxO level.
Product MVP: The technology partner helped with the product definition, UX/GFX, software development, release, and maintenance, turning an idea into a working software product.
Initial commercial traction: The company demonstrated early success, generating 7.71 million SEK in revenue by the close of 2019, validating the initial business model.
Clinical adoption: The product secured partnerships with clients, including three of Sweden’s largest university hospitals (Sahlgrenska, Karolinska, and Lund University hospitals), proving its enterprise-readiness and compliance (verified by search).
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