Jasna Pejovic empowers personal and professional growth through emotional intelligence
In this interview, we had the opportunity to speak with startup founder Jasna Pejovic about how her Flourish app uses artificial intelligence (AI) tools to help people develop their emotional intelligence. Join us as we explore her inspiring story and learn of the support she received from the EIT HEI Initiative’s ABCD Project.
Could you please tell us a bit about yourself and your background?
My name is Jasna Pejovic, and I’m the co-founder and CEO of Flourish, a company dedicated to enhancing emotional intelligence through innovative technology solutions. With over 17 years in the tech and IT sector, I have a solid background in ICT consultancy, startup leadership, and entrepreneurship. My career includes a significant tenure at Deutsche Telekom, where I served as IT Director, leading a large team and overseeing impactful initiatives.
Today, my focus is on Flourish, where we use AI-driven solutions to make emotional intelligence development accessible and transformative, creating a positive impact on personal growth and organisational success. This work is a true reflection of my passion for digital transformation and empowering others to reach their fullest potential.
How did you come up with the idea of Flourish?
Flourish was born out of a deep understanding of the power of emotional intelligence (EQ) in shaping personal and professional success. In 2019, my best friend and I, both certified as EQ coaches, realised just how crucial EQ competencies like resilience, empathy, stress management, and leadership are to achieving one’s potential. However, we also noticed a significant barrier – existing EQ development methods were often too costly and time-intensive for many people and businesses. With backgrounds in mathematics and information technology, we saw an opportunity to make EQ development more accessible and impactful through a digital solution. That’s how we envisioned Flourish, a platform that uses advanced AI to create a digital coach for EQ. Flourish makes developing soft skills both affordable and efficient, enabling individuals and organisations to enhance these vital competencies at their own pace and in a way that fits their schedules. Flourish represents our commitment to transforming how people approach personal growth and professional development, making these benefits widely accessible.
Could you tell us a bit more about the type of support/training you received from EIT HEI Initiative and why it was useful?
Flourish received support from the ‘Founders ABCD Startup Support Program’ in 2024, under the EIT HEI Initiative. This programme was instrumental in preparing us for high-stakes pitching situations, particularly through targeted pitch training that honed our ability to communicate our value proposition effectively to investors. Additionally, we had the opportunity to engage in one-on-one sessions with seasoned mentors, which provided us with personalised insights and guidance tailored to our growth challenges and strategic objectives. This support was invaluable in building our confidence and refining our approach, giving us a solid foundation as we seek investment and continue to scale.
What are some of the biggest achievements of Flourish to date?
Among our numerous achievements, I would highlight three key milestones: Flourish’s scientific validation, recognition for positive global impact, and securing strategic investment for market entry.
In collaboration with the University of Montenegro and with support from the Innovation Fund of Montenegro, we completed an 18-month scientific study that confirmed the effectiveness of the Flourish app. The study demonstrated that using the app for just ten minutes twice a week led to measurable improvements in users' emotional intelligence, with 70% showing growth within one month and 85.9% after three months. This validation solidified the app’s role in enhancing EQ skills.
Flourish was honoured with inclusion in the UNDP catalogue of solutions that are making a positive global impact. This recognition underscores our commitment to accessible, transformative solutions that drive meaningful change worldwide. ERSTE Bank became not only our first major client but also our first investor, enabling us to complete and launch the initial B2B version of the app. This partnership provided both the financial support and industry validation needed to propel Flourish confidently into the market.
What’s next for Flourish?
Next for Flourish, our focus is on scaling up and expanding our impact even further. On the business front, we’re aiming to secure additional funding to extend our reach within the B2B market, delivering our EQ-enhancing tools to a broader range of organisations globally. We’re also in the process of developing a B2C version of the app, allowing individuals to directly access our tools for building emotional intelligence and soft skills, regardless of their organisational affiliation.
In addition, we’re exploring opportunities to integrate new features, such as a specialised EQ assessment tool tailored for the U.S. market. This will not only expand our audience but also allow us to tailor the experience to regional needs. Our long-term vision is to make Flourish a global leader in EQ development, creating solutions that support individuals and organisations in adapting to an increasingly automated, AI-driven world, where human-centric skills like empathy, resilience, and communication are more essential than ever.
What advice would you give to other EIT HEI Initiative Alumni who are thinking about becoming entrepreneurs?
My advice to other EIT HEI Initiative Alumni considering entrepreneurship is to stay deeply committed to your vision yet remain adaptable. Building a business is a journey that requires patience, resilience and an openness to learning. Surround yourself with a diverse and supportive team – one that challenges and complements you. Don’t underestimate the power of mentorship; seek out guidance from those who have walked the path before, as their insights can help you navigate challenges and seize opportunities.
Also, remember that setbacks are part of the process. Each obstacle is an opportunity to refine your approach and strengthen your business. Finally, focus on creating solutions that address real, meaningful needs. When your work aligns with a purpose that truly resonates, it becomes much easier to stay motivated and drive impact.
Has Jasna’s story inspired you? Stay tuned for more stories as we celebrate the achievements of our Community. If you have an inspiring story to share that showcases innovation and entrepreneurial spirit, contact us. Your story could motivate others to kick start their own entrepreneurial journey.