What began as a self-guided therapeutic concept has since evolved into a data-driven platform operating at the intersection of psychology and organizational performance. As Selftalk expanded from Moldova to Romania, UK and US, the team identified a broader market need. Companies were not only concerned with individual wellbeing, but also with team dynamics, leadership clarity, and performance under pressure. Today, the platform functions as what Viorica Vanica, co-founder of Selftalk describes as an “organizational psychologist at scale,” helping leaders gain data-based clarity into team dynamics while supporting employees in building the internal capabilities required for peak performance.
The company’s trajectory, however, has not been linear. After time spent in Silicon Valley and London, the decision to return to Moldova was prompted by necessity rather than strategy. An investor deal was cancelled due to ratchet clauses that would have placed the company in a vulnerable position, and shortly after, their CTO changed careers. “Left without funding and without a CTO in the US, we had to make a difficult call,” Oprea explains. “We chose to return to Moldova and bootstrap.” That period proved formative: the team rebuilt locally, found a new CTO, pivoted the product, secured new investment, and regained momentum – strengthening both resilience and cost efficiency.
Maintaining global relevance while building from Moldova required strong ecosystem connections. Participation in regional platforms such as How to Web, supported through EU4Innovation East, played a critical role. “It is very important, when building a global business, to stay in constant contact with the global market because the needs are different,” Viorica Vanica says. “At the moment when it was hardest for us, we received the necessary support from EU4Innovation East to maintain that connection with the global market.” Through this support, Selftalk participated in international tech conferences and reconnected with four regional venture capital funds, while also engaging with relevant investor communities. A key outcome was a strategic introduction facilitated during these interactions to an investor who is now actively participating in the company’s ongoing seed round.
With approximately €270,000 raised and ongoing investor discussions, Selftalk is now targeting its next milestone: reaching €1 million in annual recurring revenue and supporting 100 teams to perform at their highest potential. Testimonials from leaders of companies that work with Selftalk already point to measurable impact. Björn Orri Guðmundsson, CEO of Aftra, notes that the platform creates “the kind of self-awareness that directly impacts both predictable performance and measurable progress,” particularly for distributed teams navigating complex challenges.
Operating at the intersection of mental health and AI, Selftalk approaches innovation with caution. “We’ve developed an approach where AI is used solely for personalization, not for guidance,” Selftalk founders Elena Oprea and Viorica Vanica explain. Therapeutic protocols are mapped in collaboration with psychologists, and AI is applied only to tailor sessions to individual contexts while keeping guidance grounded in professional practice. Looking ahead, the company envisions supporting at least 1,260 teams globally within the next three to five years and facilitating 10,000 group therapy sessions inside organizations. For the Selftalk team, impact also means giving back: supporting early-stage Moldovan founders, scaling the product in Romania, and building resilience-focused programs for entrepreneurs at home. In doing so, Selftalk positions itself not only as a high-potential startup from Moldova, but as a contributor to the country’s growing innovation ecosystem.
With the continued support of EU4Innovation East and its growing international network, Selftalk demonstrates how a Moldovan-founded startup can scale responsibly, compete globally, and contribute meaningfully to both organizational performance and the country’s innovation ecosystem.
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EU4Innovation East is a regional project aimed at enhancing the competitiveness of the startup ecosystem within five Eastern Partnership countries: Armenia, Azerbaijan, Georgia, the Republic of Moldova, and Ukraine. The project supports high-performance incubators, expands funding and market opportunities for startups, and provides tailored support to targeted countries’ emerging tech sector. Through strategic co-financing, skills development, regulatory assistance, and a commitment to gender inclusion, EU4Innovation East lays the foundation for sustainable, long-term growth, ensuring that innovation is both inclusive and impactful.
