Tackling MENA's mental health

Whilst researching mental health in the MENA region back in 2021, Fares Ghandour came across a striking statistic.

The search rate for the phrase "how to improve my mental health" in Arabic had grown by 1,100% over the previous five years.

What’s more, interest for the Arabic word for “therapist” reached a 10-year high in the same month.

When it comes to mental health solutions, the problem lies not in the demand…

But in the lack of supply.

When Wamda Capital decided to not raise another fund, Fares decided to make a rather unconventional switch - from investor to operator.

Recognising that a global shift in mental health awareness was taking place in the wake of the pandemic, Fares wanted to ensure that the Arab world was not left on the outside looking in.

So, he co-founded Tuhoon, with Aymane Sennoussi and Naif Al Mutawa.

Tuhoon, which translates to “it gets better” was launched to provide reliable, affordable mental health services tailored to the local cultural context and Khaleeji dialects.

Inspired by the success of apps like Calm and Headspace, Tuhoon launched a self-help app in March 2022, focusing on two specific areas:

1. Sleep

2. Stress

Calm’s success with sleep stories and guided meditations (now the world’s first mental health unicorn) validated that addressing a specific pain point is more successful than trying to tackle multiple areas initially.

Focusing on sleep was an extremely effective way to attract users to mindfulness and wellness platforms, as insomnia is a common issue without the stigma or taboo of depression and anxiety.

Whilst addressing stress has allowed Tuhoon to target organisations looking to improve employee wellbeing and productivity.

Tuhoon now counts telecom operator Zain, health insurance provider Bupa, and Riyad Bank among its customers.

The company has continued to build on its corporate solution, introducing pathways on work-life balance, productivity, and resilience since launching.

The benefits of B2B are numerous; it’s cost-efficient, with lower acquisition costs, higher retention, and better cash flow compared to B2C.

It’s also allowed the company to prove its value proposition and demonstrate early success.

As of January 2023, the start-up had recorded 100,000 sign-ups on its app, and currently uses a freemium model, offering restricted access to pathways on sleep improvement, stress relief, and productivity, curated by Khaleeji experts.

The startup is at the seed stage, with $2.5 million in funding from self-funding, angel investors, Wamda Capital, and UAE-based Nuwa Capital.

In 2023, Fares announced plans for Tuhoon to venture into a hybrid model with clinical psychology and counseling clinics offering in-person and virtual appointments.

Tuhoon will aim to grow to about 20 clinics in Saudi Arabia within three to five years, providing standardised, regulated mental healthcare.

Fares is one of many founders in the MENA region committed to improving the access, availability, and effectiveness of digital mental health solutions for individuals.

🏥 State of play