Serenity.hr.

The idea started the way most real ideas do — not in a meeting room, not in a pitch competition, but in an honest conversation about a real problem. Someone close to me needed a therapist. Finding one in Croatia was harder than it should have been: waitlists, geography, stigma, and no single place that made the process simple.

I thought: someone should build this properly. Then I thought: why not me?

Problem: mental health support in Croatia is hard to access. The gap was real. The technology to close it existed.

Serenity is an online psychotherapy platform — video-based consultations with licensed psychologists, psychotherapists, and counselors across Croatia. The whole thing is built around three principles: anonymity, accessibility, and quality.

The platform covers the full client journey — intake, therapist matching, the video session itself, billing, and the dashboard therapists work from. Every feature began as a spec document I wrote; the build happened with a development team, but the product direction stayed with me.

The less visible work matters as much: therapist vetting, onboarding standards, the pre-booking communication that earns trust before a client has spoken to anyone, and a go-to-market structure that took Serenity from idea to first paying session.

Launch delivered a functional product, a vetted network of therapists across Croatia, and a system built for the specific trust requirements of a mental health platform — where a bad first experience isn't a churn metric, it's a person who didn't get help.

Serenity is a mental health platform. Personally, I am fine. Totally fine.

Today's dad note: built a therapy platform. nobody on the team was in therapy when we started. that was corrected during launch week. the irony is documented in the blog.

Launch day was what launch days always are: equal parts preparation and chaos. The technical infrastructure held. The first bookings came in. I was running on less sleep than was medically advisable, which felt appropriate for a mental health company.

The real test wasn't whether the platform worked. It was whether people trusted it enough to share something they hadn't shared before. The early feedback suggested they did.

More of this story lives in the blog — the chaos, the wins, the moments that didn't fit neatly into a roadmap.

The origin story →    Launch day →

Platform went live on schedule. Licensed therapists were onboarded across 4 Croatian cities — Zagreb, Split, Osijek, Zadar — with a vetted intake process from day one. First client sessions were booked within 72 hours of launch.

The therapist matching flow went from "send us a message and we'll get back to you" to a working product that connected clients to professionals in under 60 seconds. That was the metric that mattered — and it held.

Corporate wellness pipeline opened within the first quarter. The gap between "someone should build this" and "this is built and working" closed in less than a year from the first serious conversation.

The origin story →    Launch day →    Visit serenity.hr ↗

If you have an idea that needs to become an actual product — with real operations, a real go-to-market, and a launch that doesn't fall apart — that's the work. Not just strategy. The whole thing, built properly.

let's talk →