Mindler: using AI-marketing to cut costs in competitive markets

Mindler, an online therapy provider, coupled their established marketing strategy with a curiosity for AI-based alternatives – and reduced cost per conversion by 82%.

“We no longer have to spend precious time on repetitive manual labor, something that, evidently, AI can do much better and a lot faster.”

Victor Salomonsson, Growth Manager, Mindler


Back in 2018, Mindler was a startup on the rise. Since then, the company has grown exponentially and established themselves as the primary online therapy provider in Sweden. Here, Mindler enjoyed a first-mover advantage and quickly built a strong position in the search rankings. The marketing team also managed to really strike a chord with its consumers and build brand awareness through traditional channels such as print, OOH, and television. It was the combination of ideal circumstances and a beautifully executed strategy. The next step was to turn their eyes to nearby key markets, primarily the U.K., which is much bigger and, in terms of search rankings, much more competitive.



There was nothing evidently wrong with their current strategy – the hefty price tag on keywords for the U.K. market was accounted for in the budget. But Growth Manager Victor Salomonsson had a keen curiosity for new technologies. So when Mindler’s agency, the GO MO Group, proposed combating the ludicrous prices of high-competition keywords (compared to other markets) by using Amanda AI’s technology, he jumped at the chance.


The U.K. experiment proved successful. Supported by our tireless algorithms, Mindler’s marketing team reduced their conversion cost by 82% in the first 45-day period (compared to the same period the previous year) while increasing overall conversion by 182%. On top of that, Victor and his team no longer have to spend precious time on the manual labor that comes with keyword optimization. That time is now utilized for more impactful initiatives such as budget allocation and strategizing.

Mindler is leaving an intense period of fast-paced scaling behind and is set on becoming a profitable business by the end of 2023. It’s a radical change that might result in restrained budgets. But with the numbers in hand, Mindler’s marketing team might very well utilize Amanda AI to extend their capabilities in other markets and reduce costs without downsizing their efforts.


“This is just the beginning of combining state-of-the-art technology with human expertise. The combination of strong performance and high service levels makes this setup hard to beat.”

Henrik Anderberg, Head of Client Success, GO MO Group


About Mindler

Mindler is a digital healthcare provider offering online therapy via video calls and self-help programs (iCBT). The treatment takes place in the Mindler app, available on Google Play and Apple App Store. 

The company’s primary form of therapy is Cognitive Behaviour Therapy (CBT), formatted into a so-called ‘Blended Therapy.’ This means patients will meet a CBT psychologist in video calls, as well as go through online CBT self-help programs (iCBT) with available support from the psychologist. The most common reasons for seeking help are depression, anxiety, and stress.


The Mindler case study is available to download as PDF here.

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