So the practitioner became the operating layer. Joy is building the software that shifts that work from people to technology, starting with her.
The software healthcare did build was built top‑down: for system‑level efficiency, compliance, billing codes, scheduling. Useful for the institution. Not for the person actually delivering care. Nobody becomes a clinician for the admin, yet that is exactly where the technology left them.
So every new system quietly added to the pile. Whether you're a psychologist in Stockholm, a neurologist at a specialist clinic, or a family doctor in Amsterdam, you still lose 10 to 15 hours a week to work that helps no patient and earns you nothing.
Until now, healthcare software has been a tool. Something the practitioner operates. For the first time, software can do the work, not just organise it. Absorb operational complexity so the practitioner never has to.
But capability doesn't create change on its own. In healthcare, ways of working are shaped by personal responsibility, regulation, and risk. After decades of software imposed from above, practitioners don't trust new technology to get it right.
So you start small. Tasks where the stakes are low. Notes after a session. A reminder before the next. One task done well, then another. Trust earned, not shipped. That's how the labour shift from people to technology actually happens. From the smallest unit to teams, clinics, and networks.
We will bring back the joy of practising medicine and changing lives, by removing busywork and helping practitioners to grow.
Healthcare administration is a trillion-euro problem. Labour and services make up the bulk of that spend, and software costs are growing fast. Joy taps into both.
The operating layer for healthcare hasn't been built yet. Joy is starting with the individual. The fastest feedback loop, the most honest signal.
The same bottom‑up logic that built Shopify, Toast, and Stripe applies here: win the individual first, then expand through their network. There are more than 3 million independent practitioners across Europe and Latin America. No IT departments. No legacy lock‑in. This segment alone is a €7B opportunity, and it is the entry point, not the ceiling.