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 we knew 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.

We thought: someone should build this properly. Then we thought: why not us?

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 model is built around three things: anonymity, accessibility, and quality.

My role spanned product operations, go-to-market structure, and the less glamorous work of actually building a company: therapist vetting processes, onboarding documentation, booking flows, quality standards, pricing models, and the communication infrastructure that made clients feel safe before they'd spoken to anyone.

We launched with a functional product, a vetted network of therapists across Croatia, and a system designed to handle the specific trust requirements of a mental health platform — where a bad first experience isn't just 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: we built a therapy platform. none of us were in therapy when we started. we corrected that 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. The team 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 →