About Reflekt

Built by people
who've lived this.

Reflekt was founded because the problem is personal. We know what it feels like to worry from a distance — and to wish you'd known sooner.

"Most eldercare technology reacts after something goes wrong. We're building the system that changes that."

The current model of aging care is reactive by design. Families find out about a fall after it happens. Cognitive decline becomes visible only once it's advanced. Hospitalizations arrive as surprises.

Reflekt is building the pre-crisis intelligence layer for independent aging — helping families notice meaningful change earlier, so they can respond with calm, not crisis.

We're not building surveillance. We're building reassurance. Dignity and safety are not in conflict. Reflekt is built to prove it.

Our team brings together 25+ years across health technology, AI, and global care systems — built by people who have lived this problem, not just studied it.

The team

Experience that spans
AI, IoT, and senior care.

Deep expertise across technology, health, and the human side of aging.

Elle Wu

Elle Wu

Founder & CEO

After supporting aging parents from afar, Elle set out to build technology enabling real-time, non-intrusive care — preserving both dignity and independence for families. With over a decade of expertise in technology, sales, and marketing, Elle previously held leadership roles at Huawei and Oracle, and was a founding member of NASDAQ-listed UCloudlink.

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Brian Golbere

CTO

Technology and Behavioural Design Expert with 25+ years transforming complex data challenges into scalable consumer solutions. Brian specializes in building technology that understands and responds to human behavior at scale.

LP

Leyan Phillips

Acting CMO

Innovator and strategist with 25+ years of global experience. Specialized in the health sector for 12 years, leading projects for Humana, Tunstall, and the NHS. Co-founder of Bluedoor and The Institute of Healthcare Design Thinking. Holds BA and MA from Cambridge University.

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Greg Beitchman

Chief Development Officer

25 years of experience in global partnerships and business development. Former Reuters and CNN commercial head, with a track record of generating multimillion dollar development and distribution deals across international markets.

Medical Board Advisors

Guided by world-class
clinical expertise.

Our advisory board brings together surgeons, geriatricians, and health policy leaders from across the globe.

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Advisory Board Chair

Professor Jonathan M. Sackier

Surgeon and pioneer of laparoscopic and robotic surgery. Leads medtech innovations from concept to market with unparalleled clinical and commercialization expertise.

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Dr. Scott Parazynski

Physician & Astronaut

Five-time NASA astronaut and physician. Serial entrepreneur and medtech innovator with a distinguished career across space medicine and health technology.

SM

Dr. Saralyn Mark

Geriatrician & Endocrinologist

Geriatrician and endocrinologist. World-renowned specialist in women's health with deep clinical and research expertise across aging and chronic disease.

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Peter Ellingworth

HealthTech Industry Leader

CEO of the Association of British HealthTech Industries. Experienced medtech entrepreneur with an international footprint across devices, diagnostics and digital health.

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Dr. Tom Bradshaw

Clinical Safety & AI in Health

GP and Clinical Safety Officer. Founder of BMS Digital Safety, specialising in the safe and responsible application of AI in healthcare.

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Nigel Clarke

Healthcare Policy & Infrastructure

Global government relations advisor. Specialist in healthcare policy and infrastructure with a strong international track record.

DB

Dov Baron

Human Behaviour Expert

Expert in human behaviour and transformation. Author, speaker, and global advisor to organisations on leadership and cultural change.

What we believe

The principles we build by.

01

Dignity before data.

Every design decision starts with the question: does this preserve the senior's dignity? Technology that compromises dignity is not worth building.

02

Prevention, not reaction.

The entire purpose of Reflekt is to shift the moment of awareness earlier. We measure our success by the emergencies that don't happen.

03

Trust is the product.

Families trust us with something deeply personal. We earn that trust through transparency, privacy-first design, and consistent honesty about what Reflekt can and cannot do.

04

Support, not surveillance.

There is a meaningful difference between a system that watches and a system that supports. Reflekt is built to be the latter — always.

05

Families are the experts.

We build with families, not just for them. The people who use Reflekt know their parents better than any algorithm. Our job is to give them better information, not to replace their judgment.

06

Simple is harder.

Making something genuinely easy to use — for a senior, in their home, without a technician — is one of the hardest design problems we face. We don't cut corners on it.

Join us

Help us build
what's next.

Whether you're a family who wants to join the pilot, or an investor who sees the opportunity — we'd love to talk.

Apply for Pilot Get in Touch