Half of all mental health disorders begin by age 14, yet mental health services are so overstretched that up to 70% of young people not classified as high risk receive no support. In a conversation with TFN, Manjul Rathee, co-founder and CEO of BFB Labs, calls this “criminal,” highlighting the lifelong burden such untreated issues impose. She explains, “If I’m a young person feeling suicidal or self-harming, I get support. But if I’m not at that point yet, I’m falling through the cracks.”
With smartphone usage at 98% among youth, Manjul saw an opportunity to leverage technology that “engages young people and meets them where they are in a way that puts them in control.” BFB Labs combines clinically proven therapy with an immersive, gamified mobile application.
“What we can do at BFB is take great clinical therapy that has substantial evidence behind it and combine it with an immersive environment,” she says, highlighting this as a major differentiator from telehealth or chatbot-based models.
Interestingly enough, BFB Labs has intentionally avoided venture capital. Manjul explains, “We haven’t raised any VC funding. We actively chose not to. We’ve seen companies that took VC money but were marginalised and didn’t do well in the marketplace.”
Driven by purpose: A founder’s relentless pursuit of change
Manjul Rathee’s path to founding BFB Labs stems from her passion for creating mission-driven, sustainable enterprises that balance impact with commercial viability. “My background is in building mission-driven enterprises, realising impact that can self-sustain by becoming a successful enterprise,” she shares. Her frustration came from working on impact products that often failed to reach the market or sustain themselves commercially, leading to a personal “identity crisis” about unifying impact and success.
Her dedication extends to equality, with a focus on migrant issues, supported by her postgraduate studies in sustainability. “I grew up in Asia, where mental health doesn’t even exist. Being able to create commercially successful products without diluting their intended impact is something I’m passionate about,” Manjul reflects, highlighting the cultural taboos she aims to address.
Having worked at a London-based mission-led organisation focused on international public health and youth well-being, Manjul found herself repeatedly drawn to supporting young people. “Every time I thought I should diversify and do something else, I somehow gravitated back to youth well-being,” she recalls. The transition to leading BFB Labs came naturally, embedding her personal and professional mission into an innovative solution for youth mental health.
Inside BFB Labs: Gaming with a purpose
BFB Labs stands apart in mental health technology by embedding evidence-based therapy within engaging mobile games, rather than offering telehealth or chatbot services. Manjul clarifies, “Our model is embedding therapy within a gaming environment, with the young person playing that game while receiving therapeutic benefit. That’s what makes our intervention unique.”
“We are upfront about the therapeutic nature of the application, but yes, it is packaged in a game, and young people don’t get bullied for playing a game,” she emphasises.
The impact is substantial. Of the 12,000 young users who accessed the free app, almost 90% showed improvement or no decline. Additionally, 85% of families endorse the intervention. BFB Labs particularly excels in serving ethnic minority youth and individuals with special education needs or disabilities, who make up 22% of users, exceeding the national average of 18%.
Designing tomorrow’s tools for today’s youth
Looking forward, BFB Labs aims to expand both its product portfolio and geographic reach. Currently focused on children under 12, the company will launch a product for ages 13 to 25 within six months. This new offering will centre on mental health, resilience, and skill-building.
Manjul also reveals plans for an AI-powered product to enhance personalisation and safety protocols: “Something we’ve done extensive R&D on, but haven’t yet utilised dynamically in our current products.”
Geographically, BFB Labs plans to extend beyond its current footprint into Western Europe, the United States, Australia, New Zealand, the United Arab Emirates, and Asia. Manjul emphasises the necessity of youth-centred design: “For young people, you have to be young-person centric, and that has to be the design principle that guides you through the process.”
Through this careful balance of innovation, impact-driven leadership, and strategic expansion, Manjul Rathee and BFB Labs are redefining how youth mental health support can be delivered at scale, making therapy accessible, engaging, and effective for young people worldwide.
