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Missions

Before the capital flows

Founded in 2021

B2B2C, Digital Health, Platform

BloomUp is a Belgian digital health platform that helps companies actively prevent burnout and mental illness among employees.

With a hybrid model of digital self-help tools and personal therapy through a network of over 240 therapists, BloomUp targets employers who want to take responsibility for their teams' mental health.

Sidekick

Elena Knispel

Project lead

Elena Knispel

Role

Commercial Due Diligence

Scope

5/25— 6/25

Mission Report

The Mission

  • CM – one of Belgium's largest health insurers – was evaluating a follow-on investment in BloomUp

  • Before capital flows: an independent, entrepreneurial assessment of commercial maturity

  • AndRobin was commissioned to conduct a commercial due diligence – honest, focused, with founder DNA

What we delivered

  • 100%

    Clear investment recommendation with specific conditions and milestones

  • 8

    Green and red flags analysed – with direct recommendations

  • 20+

    Prioritised initiatives in BloomUp's roadmap and action plan

Our Approach

  • Intensive analysis within a clearly defined timeframe (May/June 2025)

  • Interviews with founder and core team, review of financial data, product strategy, and market position

  • Assessment along key investment criteria: product, market, team, strategy, and profitability

  • Neutral, entrepreneurial perspective – not an analyst at a desk, but a founder's view

Expertise Applied

  • Business model development & validation

  • Go-to-market & growth strategy

  • Organisational development & performance management

What we tackled

  • Commercial due diligence fully conducted and documented

  • Strengths, risks, and key infrastructure gaps identified and assessed

  • Investment scenarios developed and specific conditions for a follow-on investment defined

  • Provided BloomUp with a directly actionable growth roadmap and action plan

Learnings

  • Due diligence doesn't just protect the investor – it gives the startup the clearest outside perspective it can get

  • Product-market fit isn't a feeling – it needs numbers, benchmarks, and a clear feedback loop

  • Too many business models in parallel are not an advantage for an early-stage company, but a growth inhibitor

What the client says

AndRobin's clarity, consistency, and versatile know-how made our due diligence process for a strategic investment smooth and effective.

Their assessments helped us focus on what really matters, engage constructively with the startup, and produce a report that not only guided our decision but also helped the company sharpen its growth plans and associated financing strategy.

Katrijn Schreurs
Manager Innovation, CM

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Missions

Mission accomplished

View overview
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Contact
Farina Schurzfeld

Farina Schurzfeld

Managing Director & Sidekick Commercialisation & Growth

  • CMO
  • Digital Health
  • Growth Hacking
  • Brand Building
  • Fundraising Strategy

Farina is an entrepreneur with heart and a hands-on mentality – specialised in sustainable growth and building scalable structures. With over 15 years of experience in the international startup scene, she guides companies through critical growth phases – strategically clear, operationally strong, and with a deep understanding of the pitfalls on the path to scale-up.

She founded Selfapy, Germany’s leading digital therapy platform (exit 2025), was part of the founding team of Groupon Germany, and led international expansion at Airtasker – now listed on the ASX. In parallel, she built TSL, Sydney’s largest coworking space.

Her superpower? Growth with foresight – and the courage to pull the right levers at the right time.

Farina’s focus areas include:

  • Scalable growth strategies & growth operations
  • Organisational design & leadership structures
  • Pricing & revenue optimisation

As a mentor (including at Grace and the Founders Institute), conference host of health.tech, and podcast host of “Growthbbusters”, she shares her experience with the next generation of entrepreneurs.

She has been recognised by Forbes Magazine as “30 under 30” and as one of the “25 women making the world more sustainable”.

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Elena Knispel

Elena Knispel

Managing Director & Sidekick Operations

  • COO
  • Revenue Operations
  • Organisational Design
  • Short-term Rentals
  • Community Building

A creative, entrepreneurial mind and operational professional who loves building structures from scratch.

With 12 years of experience in the international startup scene – including as a founding member of Airbnb Australia & New Zealand – her expertise lies in aligning strategy, operations, and culture to build ambitious growth organisations.

With a hands-on growth-hacking mentality, she is passionate about topics such as:

  • Growth Operations: from Startup to Scale-up
  • Organisational Design
  • Pricing & Revenue Optimisation Strategies
  • Community Building as a Growth Driver

Her superpower? Raising the bar – and motivating teams to joyfully exceed their own expectations.

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Jörn Kamphuis

Jörn Kamphuis

Sidekick Product & Operations

  • COO
  • Organisational Development
  • Launcher
  • Product Manager
  • Specialised Generalist

“Methods are based on mindsets & processes are based on people”

Meet Jörn – a jack-of-all-trades in both entrepreneurial and creative disciplines. He is a (social) entrepreneur, (corporate) innovation expert, and organisational development specialist. As a true polymath, he enjoys exploring the meta-level of things. He has a talent for discovering connections between mindsets and experiences and thus helps others improve their decision-making processes.

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Mathias Rhode

Mathias Rhode

Sidekick Performance Marketing & BI

  • CMO
  • Performance Marketing
  • Business Intelligence
  • Marketing Strategy
  • Data-driven Marketing

Marketing leader meets data strategist.

With over 15 years of experience in online and offline advertising, Mathias has been instrumental in driving the growth of numerous companies – achieving over 300% increases in top-line performance. He has built robust marketing infrastructures, managed budgets exceeding €10 million, and led international teams of up to 30 people.

Mathias employs a bottom-up, performance-driven marketing strategy, translating it into actionable online and offline channel management. His business intelligence expertise enables precise, data-driven decision-making – for effectively identifying and scaling business opportunities.

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Corinna Macy-Lewandowski

Corinna Macy-Lewandowski

Sidekick Ground Control

  • Office Allrounder
  • Finances & Bookkeeping
  • Orga Queen
  • Team Support

Operational powerhouse meets orga queen – bringing structure, efficiency, and infectious energy to every corner of the office.

It’s always smooth sailing with this real-life Captain ⛵ (and salsa-dancing mum of two)!

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Jana Tepe

Jana Tepe

Sidekick Marketing & Org Design

  • Founder & CEO
  • B2B
  • Growth Hacking
  • Positioning
  • Leadership

Jana Tepe is an entrepreneur with nearly 15 years of experience in the startup scene – shaped by strategic vision, creative hands-on mentality, and strong leadership skills. She co-founded and scaled Tandemploy, one of Europe’s leading HR tech startups, and led it to a successful international exit in 2022. Subsequently, she served as Marketing Director EMEA at Phenom, driving the company’s international positioning and market entry in Europe.

Today, she supports founders and leadership teams as a mentor, board member, and investor – with strategic clarity, honest M&A insights, and a feel for the right levers in fast-paced times.

Her focus areas include:

  • B2B Growth & Internationalization
  • Positioning & Market Entry Strategies
  • Leadership & Organisational Development

She has been recognised by the BBC as “30 under 30”, by LinkedIn as an “HR Top Voice”, and as one of the “25 women changing the economy”.

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Steffen Welsch

Steffen Welsch

Sidekick Sales

  • GTM Strategy
  • Revenue Architecture
  • Enterprise Sales
  • RevOps
  • AI-powered Sales Intelligence

Sales thinking meets AI architecture.

Steffen builds sales where none exists yet – and reimagines it where it’s been running for years. As employee number one at Tandemploy, he built a complete sales organisation from the ground up: enterprise clients like Lufthansa, SAP, and Evonik, deals reaching six-figure ARR, and ultimately a successful exit. At Phenom, he then learned the other side – the internationally operating, highly scalable SaaS company with a revenue engine like a scaling machine. Here he expanded his expertise, drove the DACH region forward, and turned six-figure deals into seven-figure ones. As CRO at talentsconnect, he ultimately led an entire revenue team through a strong growth phase.

Today, he combines classic dealmaking with modern technology: he develops GTM architectures where a unified data layer, AI agents, and RevOps truly work together – turning strategy into predictable growth.

His focus areas include:

  • GTM Strategy & Revenue Architecture
  • Enterprise Sales & Scaling
  • AI-powered RevOps & Sales Intelligence

His superpower? Being able to do both: develop strategies – and then roll up his sleeves to personally help elevate sales organisations to the next level.

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