Jasna Pejović is the founder of Flourish, a platform that develops emotional intelligence (EQ) through digital, interactive, and personalised tools. Her mission is to make EQ development engaging, accessible, and measurable for both individuals and organisations.
Tell us about your business.
Our platform is a digital coach for emotional intelligence. It measures, improves, and maintains users’ EQ through interactive, personalised, and gamified exercises. We provide a mobile app for employees and a dashboard for managers to track progress at an individual and team level. Our aim is to make EQ development a continuous, enjoyable process that delivers measurable results.
What inspired you to launch your business?
I have always been fascinated by the role emotional intelligence plays in our lives. It influences how we communicate, lead, and cope with challenges. While working in corporate environments, I noticed that EQ training was often limited to one-off workshops, which had little long-term impact. I wanted to create a tool that would make EQ training practical, sustainable, and relevant to daily life.
Why is inclusivity in your business important to you? How has it helped your business?
Emotional intelligence is for everyone, regardless of age, profession, or background. Our exercises are designed to be inclusive and adaptable, meeting people where they are in their journey. By focusing on universal skills such as empathy, self-awareness, and communication, we ensure our platform benefits diverse teams and workplaces. This inclusivity has helped us reach a broader audience and has been essential to our growth.
How did you get your business off the ground?
We started by validating the idea with potential users, running pilot programmes in different industries to understand their needs. From there, we built an MVP and partnered with companies that valued employee well-being and personal development. These early adopters gave us critical feedback, which shaped our product. We also secured funding from investors who believed in our vision.
What was the most challenging aspect of setting up your business?
Balancing product development with customer acquisition was challenging. We wanted to create the best possible tool, but we also needed to prove market demand. Finding that balance between improving the platform and growing our customer base took time and constant adjustment.
What has been the most rewarding part of your journey so far?
Hearing from users who have seen real changes in their professional and personal lives. When people tell us they communicate better, manage stress more effectively, or feel more confident as leaders because of our platform, it confirms we are making a positive impact.
What has most surprised you along the way?
The openness of organisations to embrace EQ training when it is presented in a practical, measurable way. Many companies initially saw EQ as a “soft” skill, but when we showed them the data linking emotional intelligence to productivity and employee satisfaction, they became strong advocates.
How do you define success?
Success is when our users integrate emotional intelligence into their daily lives and workplaces, making it part of their culture. It is about creating lasting behavioural change, not just momentary improvement.
What does inclusivity mean to you?
It means designing solutions that work for everyone, regardless of background or starting point. Inclusivity is about ensuring our platform is relevant, accessible, and beneficial to all.
What could every business do to be more inclusive, and why is this so important?
Listen actively to employees and create space for different perspectives. Inclusion boosts innovation, problem-solving, and workplace harmony. It is not just the right thing to do; it is good for business.
What are your future goals – in life and in business?
We want to scale our platform internationally, reaching more organisations and individuals. Personally, I aim to continue learning and challenging myself, while staying true to the values of empathy, integrity, and curiosity.
What advice would you give to other aspiring entrepreneurs out there?
Be patient and persistent. Listen to feedback, but do not lose sight of your vision. Surround yourself with people who share your values and who can challenge and support you along the way.
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