What is the name of your organization?
Do Me A Favour Buddy (DMAFB)
What is the name of your solution?
Do Me A Favour Buddy
Provide a one-line summary or tagline for your solution.
Do Me A Favour Buddy: better wellbeing backed by science, fuelled by kindness
In what city, town, or region is your solution team headquartered?
London, UK
In what country is your solution team headquartered?
United Kingdom
What type of organization is your solution team?
For-profit, including B-Corp or similar models
Film your elevator pitch.
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What specific problem are you solving?
In today's workplace, globally, companies struggle to translate wellbeing initiatives into measurable outcomes despite significant investments. The disconnect stems from three core challenges: lack of reliable metrics to assess employees' psychological needs, generic programs that fail to deliver personalised interventions, and insufficient actionable guidance for managers.
This problem intensifies post-Covid in hybrid/remote environments where relationship building is compromised. DMAFB addresses this gap through a research-backed platform that creates a continuous feedback loop: measuring psychological need satisfaction (autonomy, competence, and relatedness) through validated brief assessments, delivering personalised ML-adaptive kindness challenges targeting specific needs, and providing managers with anonymised insights and concrete actions.The platform transforms abstract wellbeing concepts into actionable, quantifiable strategies that demonstrate clear ROI through improved workplace relationships and performance metrics.
What is your solution?
The uses daily micro-surveys measuring autonomy, competence, and relatedness (based on self-determination theory) to suggest personalised kindness acts that improve motivation and well-being. For example, if an employee's autonomy score is low, colleagues or managers receive suggestions like "offer them choices in approaching tasks" or "solicit their input on decisions."
The app features:
- Daily need satisfaction check-ins (3 questions, takes seconds)
- Weekly personal life well-being surveys
- Quarterly motivation assessments
- Personalised kindness act suggestions
- Progress tracking for individuals
- Anonymous aggregated insights for managers
The technology employs a feedback loop system - as kindness acts are performed and rated, the AI-powered suggestion engine continuously improves its recommendations based on what works in that specific workplace environment.
Who does your solution serve, and in what ways will the solution impact their lives?
The workplace wellness landscape is filled with generic solutions that treat symptoms rather than addressing root causes, which explains why burnout and disengagement continue to rise despite numerous "wellness" initiatives. DMAFB's innovation lies in its personalised approach. Rather than offering the same meditation app or yoga class to everyone, it asks targeted questions based on psychological research to identify each employee's specific needs and then recommends tailored acts of kindness that address those particular needs. Research demonstrates that kindness improves both giver and receiver's wellbeing, yet most workplace solutions don't systematically harness this powerful tool. Traditional approaches either:
Ask the right questions but don't provide actionable steps
Offer generic suggestions without understanding individual needs
Measure engagement but don't connect it to specific interventions
DMAFB closes this gap by creating a feedback loop between assessment and action. It transforms abstract psychological concepts into concrete kindness behaviours, making the power of kindness accessible and measurable in the workplace.
By focusing on daily micro-interactions rather than major wellness programs, the solution creates sustainable change that's integrated into workplace culture rather than being seen as an additional task.
