Maya Secures $2.2 Million to Expand Accessible Healthcare

Maya is committed to simplifying healthcare access for women, particularly concerning sensitive areas such as reproductive and mental wellbeing. The startup, originating in Bangladesh and formally registered in Singapore, is now broadening its reach to additional nations. Maya recently announced the successful completion of a $2.2 million seed funding round, representing the largest investment of its kind received by a Bangladeshi health tech enterprise to date.

This funding injection will facilitate the introduction of innovative features to Maya’s telehealth platform and support its international expansion initiatives. The company has recently begun operations in Sri Lanka and is currently piloting its services in India, Pakistan, and several Middle Eastern countries. Further expansion into Southeast Asia is also planned.

Leveraging AI for Enhanced Healthcare Delivery

Maya utilizes advanced natural language processing and machine learning technologies within its digital assistant. This assistant effectively addresses fundamental health inquiries and determines whether users require connection with qualified healthcare professionals. Currently, the platform boasts approximately 10 million unique users and a network of over 300 licensed healthcare providers.

Ivy Huq Russell, the founder and chief executive officer of Maya, established the company in 2011 as a blog providing healthcare information. Russell, who received her education in the United Kingdom after growing up in Chittagong and Dhaka, previously worked in the finance sector. Her motivation stemmed from personal experiences – the birth of her first child and her mother’s breast cancer diagnosis – which highlighted the challenges of accessing medical care in Bangladesh.

Russell observed significant obstacles, including financial constraints, a scarcity of healthcare providers, and substantial travel distances to clinics. Initially focused on delivering reliable health information, Maya quickly recognized the need for more comprehensive support.

Users began reaching out via WhatsApp, email, and the site’s chat function, often sharing deeply personal experiences, including instances of sexual assault, rape, and domestic violence. Following a grant from BRAC, a Bangladeshi non-governmental organization, Maya’s team initiated the development of an application to connect users with both information and expert medical advice.

Building Trust and Scalability Through Technology

“Our primary focus was on establishing trust within our community, communicating in their preferred language,” Russell explained. “It’s crucial that individuals can express themselves comfortably.” She also recognized the limitations of relying solely on human experts to handle the growing volume of inquiries.

For over two years, Maya dedicated resources to refining its natural language processing capabilities, supporting both Bengali and regional dialects. Collaboration with data scientists and linguists, alongside participation in Google Launchpad’s accelerator program, proved instrumental in tokenization and machine learning algorithm training.

Today, Maya can provide automated responses in Bengali to basic health questions across 50 topics with approximately 95% accuracy. Approximately half of the four million queries processed to date have been resolved by the AI technology. The company has also extended its NLP technology to encompass Urdu, Hindi, and Arabic.

Addressing Sensitive Health Concerns

A significant portion of inquiries relate to sexual and reproductive health, with a noticeable increase in questions concerning mental wellbeing. These are often topics individuals hesitate to discuss in traditional healthcare settings.

“Growing up in Bangladesh, comprehensive sexual education was limited. Only recently, within the past year or two, have we observed a rise in mental health inquiries, reflecting a growing openness to discussing these issues,” Russell stated. “Individuals are turning to us to ask questions they might feel uncomfortable raising in conventional healthcare environments.”

Notably, an increasing number of male users – now comprising around 30% of Maya’s user base – are seeking information, often regarding birth control, family planning, or supporting their partners’ health needs.

Prioritizing Privacy and Efficient Routing

To safeguard user privacy, all consultations are end-to-end encrypted, and healthcare professionals only access a randomly generated ID, protecting personal information. Maya’s algorithms assess the length, complexity, and urgency of queries, considering their tone to determine if a human expert is required.

For instance, expressions of distress, such as repeated pleas for help, automatically trigger redirection to a live person. The majority of mental health-related questions are also directed to a qualified expert.

Russell emphasizes Maya’s holistic approach to health, integrating both physical and mental wellness rather than treating them as separate entities.

“People don’t solely inquire about physical ailments; they also share concerns like, ‘I wear a hijab and want to exercise, but feel self-conscious.’" Russell explained. "While seemingly straightforward, this question reveals a deeper impact on their mental wellbeing.”

Creating an Accessible and Supportive Experience

Maya strives to create a welcoming and accessible platform, fostering a sense of comfort for users seeking support. The company has even gone to the extent of delivering gifts to new mothers, demonstrating a personal touch in addressing both physical and mental health needs.

Monetization and Future Growth

Maya is exploring various monetization strategies, including business-to-business (B2B) sales, positioning itself as a software-as-a-service platform for employers to offer as an employee benefit. The garment manufacturing sector in Bangladesh, a major export industry employing many young women, represents a key target market. Maya has already collaborated with companies like Marks and Spencer, Primark, and the Bangladesh Garments Manufacturer and Exporters Association (BGMEA).

Partnerships with insurance providers offering Maya as a benefit constitute another B2B avenue. On the direct-to-consumer front, Maya recently launched premium services, including in-app video consultations and prescription delivery. Demand surged during the COVID-19 pandemic, with the platform now handling approximately one consultation every 10 seconds.

Russell anticipates continued adoption of telehealth services even after the pandemic subsides. “Users have experienced the convenience of immediate access to a doctor,” she said. “For individuals with chronic conditions, the ease of remote consultations and the availability of historical data are particularly beneficial.”