During the pandemic, Tita Ardiati and Bayu Puspito Bhaskoro began developing life coaching content to support employees who were increasingly exhausted from working from home. They received a good enough reception that they decided to develop their product into an employee assistance program called Mindtera, which now serves more than 10,000 employees in Indonesia.
Today, the startup announced total seed funding of $850,000 led by East Ventures, with participation from Seedstars International Ventures and angel investors.
Bhaskoro told TechCrunch that the startup is focused on B2B markets, including medium and large enterprises. It also provides a self-service platform for small and medium businesses. Its main sectors are finance, consulting and distribution, and its typical client has more than 200 employees.
Mindtera aims to support employees facing challenges related to their work, but also in their personal life such as finances, family and relationships. Businesses, on the other hand, get insights into what employees want and how to create a more engaged and productive workforce.
Mindtera includes two platforms. The first, called Mindtera Pro, is an analytics dashboard and app with assessment tools to collect employee feedback, which is then used to gain insights into workforce well-being and engagement. of a business. This includes surveys that allow employees to participate anonymously or by name. They can provide suggestions, critiques, and other opinions about their work and their employer.
The second, Mindtera Plus, connects companies with coaching and development consultants to help them address management and workplace culture issues. Employers have the option of subscribing to Mindtera Plus for an ongoing action plan or working with on-demand consultants. Mindtera Plus uses internal consultants, certified external consultants and selected partners, who provide strategic program plans and monthly or quarterly progress reports to clients.
Bhaskoro said Mindtera’s main competitors are EAPs based outside of Indonesia and traditional workforce consulting agencies. The main way Mindtera differentiates itself is by giving employers real-time tracking of employee engagement, instead of making them wait for reports. Mindtera Pro also gives them more visibility into the spend on the activities, vendors, or platforms they use as interventions to improve productivity and performance.
The new funding will be used to grow Mindtera’s B2B platform, with the goal of becoming Indonesia’s first employee assistance program platform.
In a statement on the funding, Seedstars International Ventures General Partner Patricia Sosrodjojo said: “The world has seen a major shift in the understanding of how integral mental health and wellbeing is for business. , but there is still a lot of work to do. in order to deal with it effectively. Mindtera is at the forefront of fundamental changes in the workplace and has been able to rapidly expand its reach in the HR space in Indonesia. »