Magdaléna Kajan from the ksebe platform: Therapy is not a product you throw into the cart
In the latest Biznislab podcast, Daniela Marušková from ui42 talked with Magdaléna Kajan - co-owner and marketing director of the ksebe platform. The topic was not only the growth of the platform but also how to market a product that people don't want to admit they need.
Many people are still afraid to talk about mental health, and it is even harder for them to seek psychological help. That is why the project ksebe was created - a Slovak mental health platform that provides psychological counseling for individuals and companies.
Magdaléna Kajan has years of experience in marketing — she worked in innovative technology companies and focused on communication strategies. Despite this, fate led her to a completely different world. In an interview, she openly talks about how she combined personal experience with business and social mission.
How did ksebe come about?
The ksebe platform was created in response to the urgent need to make psychological counseling accessible to the public — whether individuals or companies. The ksebe project had been running for some time when Magda joined it. But after a short time, she became a co-owner and marketing director of the brand.
Magda herself went through her own experience with therapy and understood how difficult it is to get professional help. She encountered problems that many people know: inaccessibility, chaos in contacts, long waiting times for an appointment, or no feedback.
The need to change something was combined with her professional background from technology companies and startups. "I felt that I didn't just want to do good marketing. I want to help a meaningful cause through marketing," she says. She was looking for a way to realize herself in marketing in an area that makes sense. And the ksebe platform was a natural choice
From zero to 150 psychologists: How to build a brand in a sensitive segment
Therapy is not a product you throw into a cart. It is a service where trust and the right choice play a big role. That is why ksebe's marketing is completely different from regular products.
While regular e-commerce pushes for immediate performance and purchase, the decision-making process at ksebe is much longer. "Many times, clients order therapy for the first time only 14 months after the first moment they started considering it. For some, it is even up to 3 years."
"Therefore, our goal is not to immediately convert a person. We work with them long-term. We build trust, explain, break down prejudices," describes Magda the marketing strategy.
That is why ksebe developed a matching system that assigns a psychologist to the client based on 15 questions and other factors, who suits them best. Today, clients can choose from more than 150 psychologists. They can then view the selected expert through photos, videos, or their professional barometer.
What can marketing for therapy look like?
In the case of ksebe, it is a combination of several channels:
- Educational content (blogs, Instagram, TikTok),
- PR activities and media (7–10 outputs per week),
- Influencer marketing (collaborations with people who speak openly about mental health),
- Performance marketing and SEO (in collaboration with ui42).
It works effectively only in combination — the brand is not supported by one strong medium, but by a consistent presence in the online space.
Magda says that the brand currently has a clear target group: the most active part consists of women aged 25 to 45, who are more willing to address mental health and seek help themselves. However, it is interesting that more and more men and younger generations — such as Generation Z — are entering the client base. Psychological help used to be associated only with acute problems, but today more and more people are also interested in "preventive therapy."
Online therapy crosses the borders of Slovakia
In March 2024, the ksebe platform officially entered the Czech market by acquiring the Czech platform Terapie.cz. However, they encountered a completely different mindset there.
"What worked in Slovakia doesn't work in the Czech Republic. They don't respond to humor, subtlety, things on the edge. They need serious, factual communication. The learning? Expanding a product like therapy is different than flipping an e-shop," explains Magda.
An interesting segment is also Slovaks living abroad, who use therapy in Slovak over the internet: "We have clients from Japan, England, and Austria. For many, linguistic proximity is key."
Growing demand, thoughtful vision, and sustainable growth
The ksebe platform is not a startup that blindly chases investments and expansion into dozens of markets. Instead of quick shortcuts, they chose the path of gradual, patient growth.
Today, they are financially independent and focus on the region they know best — Slovakia and the Czech Republic. They mainly focus on:
- gradually expanding the team of psychologists,
- constantly improving the customer experience,
- developing a matching system for the best fit between client and expert,
- and cautious expansion into other markets — with respect for linguistic, cultural, and communication differences.
Lessons that hurt but moved ksebe to where it is today
Magdaléna speaks openly about moments that didn't quite work out — and perhaps because of that, she has a clearer view of business today.
One of the biggest mistakes, according to her, was the hasty attempt to create merchandise. "Hoodies made of organic cotton from Portugal? It looked great on paper. But then we were left with boxes in the warehouse – and people preferred to invest in therapy rather than 80-euro clothing," she admits with a smile.
The second lesson was about people. Magda reminds that doing business with someone is like entering a marriage — you must understand each other not only in values but also be able to handle tension or stress. And when it doesn't work, the breakup is difficult for everyone involved.
It's all about trust
In conclusion, Magda names the challenge that is most specific to their funnel: "Our customer takes a very long time to decide. Few people click at the moment they first think they need help."
And that is why the ksebe brand is built on trust, consistency, and confident (but human) marketing. Because as Magda herself says: "Therapy doesn't attract with discounts. You don't build a brand on the lowest price for help that literally saves your head. You need trust for that," she adds.
And what books does Magdaléna recommend?
Mindskill — Adam Truhlář (setting the mind for performance)
No Rules Rules — Erin Meyer and Reed Hastings (internal culture of Netflix)
Marketing Bible — for beginning marketers
