Danila De Stefano (Unobravo): “Psychology, like entrepreneurship, is about solving problems and addressing unmet needs”

Leaders League: Tell us a bit about Unobravo, the online platform providing video-based psychological support you set up.  
Danila De Stefano: After graduation, I moved to London to spend a year as a research assistant at Goldsmith’s College. As an expat psychologist living in London, I struggled to find affordable psychological support in my mother tongue. This highlighted a broader issue: limited access to mental-health care, both for expats and in Italy, due to logistical, economic and cultural barriers. Recognizing this gap, I started offering online therapy and quickly saw its potential. As demand grew, I built a team of trusted colleagues, officially launching Unobravo in 2019. What started as a solution for expats has transformed mental-health care in Italy, paving the way for a sector that didn’t exist before. While we’ve made great progress, there’s still work to be done in shifting misconceptions and making therapy not just a crisis tool but a proactive choice for self-care and growth.

While digital platforms and new technology have made psychotherapy more accessible, their use requires compliance with ever-evolving regulations. How is Unobravo addressing these challenges?
When we first started, the idea of doing therapy online raised more than one eyebrow in the clinical community. Now that this is seen as a perfectly normal, legitimate format that removes many obstacles towards people’s wellbeing and growth, we face a further evolution, with the market rapidly opening up to other types of technology.

At Unobravo, we are following the AI debate from a place of curiosity rather than fear, acknowledging both its opportunities and challenges. The conversation around AI in psychotherapy is still in its early stages, largely based on opinions or pre-AI scientific evidence emphasizing the importance of human connection – such as the therapeutic alliance – in treatment success.

Therapy should not just be a crisis tool but a proactive choice for self-care and growth

Recently, a clinical study published in NEJM AI which tested the effectiveness of Therabot (a generative AI chatbot) in treating depression, anxiety and eating disorders showed promising results: after four and eight weeks, participants using Therabot reported significantly reduced symptoms compared to the control group. While the study had a small sample size and requires further validation, it marks an important step forward. For me, the real question is not “AI: yes or no?” but rather: How can we ensure AI is developed ethically, safely and effectively to expand access to mental health support?

AI will never replace human therapy. Just as online therapy hasn’t made in-person sessions obsolete (around 60% of people still prefer face-to-face therapy), AI-based tools won’t replace the irreplaceable: the human touch at the core of psychotherapy. What AI can do is bridge gaps by providing more options and creating new opportunities, with psychologists playing a crucial part in shaping ethical and effective AI-driven mental-health solutions.

As a CEO in your thirties, how have your age and experience influenced your leadership style?
I wasn’t a natural entrepreneur, and before establishing Unobravo had no experience leading a team. I fell into it from a completely different path, learning leadership on the go. But psychology and entrepreneurship share a key trait: solving problems and addressing unmet needs. That mindset shaped how I built Unobravo, blending clinical insight with a problem-solving approach. For me, leadership is about setting a vision and not being afraid to fail in its pursuit. I lead with curiosity and adaptability, fostering a culture of continuous learning and innovation.

In mental health, where stigma and traditional approaches run deep, challenging the status quo is essential. Therefore, and regardless of age, the advantage of being an unseasoned entrepreneur lies in bringing a fresh perspective, unshaped by rigid blueprints or playbooks. Without preconceived notions of how things should be done, we are more willing to question outdated systems and embrace innovation in all shapes.

As vice-president of Giovani Imprenditori Milano, you foster meaningful connections within the ecosystem of young entrepreneurs in Milan. What advice would you give to young entrepreneurs looking to turn an innovative idea into a successful business?
For me, entrepreneurship is about translating a vision into reality, creating not just business success, but also meaningful, widespread impact. Hence, my advice to aspiring entrepreneurs is to invest significant time in deeply understanding their “why” – their core mission and the value their solution offers. This clarity will help attract a like-minded, diverse and skilled team, which is essential for success, as no one builds a business alone.