Dr. Louise Metcalf | Founder and CEO, Director of Behavioural Research | Gheorg
Dr. Louise Metcalf has built a career at the intersection of psychology, technology, and business, driven by a passion for improving mental health. With expertise in organisational psychology and behavioural science, she has spent years working with businesses, governments, and educational institutions to develop resilience and leadership programs. Recognising the increasing need for mental health support, particularly among children, she founded Gheorg, a start-up focused on helping young minds build emotional resilience through accessible technology. Gheorg is her third business and the fifth business she has scaled into a multi-million-dollar, multinational operation. At EliteX, we are proud to have Dr. Louise Metcalf as part of the edition: 10 Elite Businesswomen in Australia, 2025.
Her journey into psychology was unexpected. Initially, she had intended to become an electrician, but after unexpectedly enrolling in university post-HSC, she found herself captivated by psychology from her very first lecture. Over the years, she worked to enhance mental health services, even collaborating with the UN for a brief period. Observing the growing gap between the demand for children’s mental health support and the limited availability of professionals, she realised that traditional methods alone could not bridge this divide. The solution, she determined, lay in technology. This inspired her to create Gheorg, an AI-driven companion designed to help children manage anxiety in a safe and engaging way. Her goal was to use technology to create real, measurable improvements in young lives.
“Technology should enhance human expertise, not replace it.”
One of the biggest challenges she faced was securing funding and establishing credibility in the tech space as a female entrepreneur. The mental health technology sector is still developing, and convincing investors of its long-term value required perseverance. She overcame these obstacles by refining the product, collecting strong research-backed data, and assembling a team of experts who shared her vision. She also actively sought out partners who were equally committed to improving mental health support for children. Additionally, she realised that a not-for-profit model would not allow her to reach the number of children who needed help. To make a lasting impact, she needed to build a profitable company. Despite the difficulties, she successfully established a sustainable business model that enables Gheorg to provide vital mental health support at scale.
Balancing work and personal life is a continuous effort. She prioritises what truly matters by setting boundaries and focusing on impact rather than hours worked. Practicing mindfulness techniques and making time for family and self-care are essential components of her approach. Gheorg itself embraces creative ways of working, rejecting the outdated notion that productivity requires constant office presence. By fostering a culture that supports flexibility and well-being, she has built a passionate team that remains committed to their mission while maintaining fulfilling personal lives.
A pivotal moment in her career was the decision to integrate machine learning into Gheorg. She had developed an early model similar to ChatGPT before such technology was widely known. However, due to financial constraints, the computational power required was not feasible at the time. Instead, she focused on traditional mental health interventions, which have since demonstrated remarkable positive impacts on children. With advancements in machine learning, Gheorg is now able to scale its impact, offering personalised support and real-time interventions. The team continues to push the boundaries of what AI can achieve in mental health care, ensuring that their approach goes far beyond basic chatbot interactions.
“Success isn’t just about financial growth; it’s about creating a lasting impact.”
For young women aspiring to start a business, she advises beginning with a problem that truly matters to them. She encourages them not to wait for permission, as it will never come, and to be prepared for setbacks. The first version of an idea may not work, but persistence and adaptation are key. Surrounding oneself with mentors and allies, building a supportive network, and valuing all forms of feedback are crucial. Every challenge is an opportunity for growth, and resilience is essential for success. Her motivation stems from the tangible impact of her work. Receiving messages from parents about how Gheorg has helped their children reinforces her dedication. Staying engaged with learning, connecting with like-minded individuals, and keeping the broader mission in focus drive her forward. The belief that every child deserves mental health support keeps her determined to solve the challenges that stand in the way of achieving this goal.
The most important skills for a businesswoman, in her view, are adaptability, resilience, and relationship-building. Business is constantly evolving, requiring the ability to pivot when necessary. Effective communication and emotional intelligence are also vital for leadership and team management. She strongly believes in the power of creativity and advises aspiring entrepreneurs to nurture their creative abilities, even if they seem unrelated to their business. Creativity fuels innovation and problem-solving in unexpected ways.
Throughout her career, she has encountered gender-related challenges, particularly in the tech and investment sectors. Women in leadership positions often have to prove themselves more than their male counterparts. She has navigated these challenges by focusing on results, building a strong support network, and advocating for diversity in technology. She also embraces learning new skills and languages that may not have been traditionally accessible to women, using them to her advantage. A good sense of humour, she believes, is a powerful tool in difficult situations, helping to maintain motivation and foster a positive work environment.
A strong and successful leader, in her opinion, listens, learns, and leads with empathy. Success is not solely about financial growth but about building a positive culture, empowering others, and creating a sustainable impact. Leaders must be mindful of the influence they have on the world and strive to leave a positive legacy. Encouraging a healthy workplace culture and avoiding unnecessary emotional burdens on employees are essential aspects of effective leadership.
Technology has the potential to revolutionise mental health support. Many advancements in this space attempt to replace human expertise, but she believes technology should enhance the work of mental health professionals rather than diminish it. Gheorg is designed not just to deliver solid mental health solutions but also to create technology that is inherently beneficial for mental well-being. By leveraging technology in innovative ways, Gheorg provides a comprehensive, multisensory experience that can make a real difference in mental health support.
“Don’t wait for permission to pursue your vision—it’s not coming.”
Reflecting on her career, she admits that she rarely takes the time to acknowledge her accomplishments. However, a recent exercise in listing her achievements allowed her to appreciate the impact she has made. One of her proudest moments was seeing Gheorg used in schools and receiving feedback from children who finally felt understood and supported at both home and school. Knowing that her work is genuinely improving lives is a rewarding experience that keeps her motivated.
Looking ahead, she plans to expand Gheorg’s reach, incorporating more advanced machine learning capabilities and collaborating with global educational institutions and healthcare providers. Gheorg is setting the standard for how this kind of technology should be used in mental health care. With one country already signed on for a major population health intervention for children, she is eager to see the continued growth and impact of her work. Rather than focusing on competition, she prioritises innovation, impact, and authenticity. The uniqueness of Gheorg lies in its comprehensive approach—far beyond meditation apps or chatbots, it provides 360-degree care. By staying ahead of industry trends and continually refining their solutions, Gheorg remains at the forefront of mental health technology.
One of the best pieces of advice she has ever received is to focus on the problem, not just the product, and stay close to the customer. This mindset ensures that every decision is made with the goal of addressing real-world issues. Gheorg’s development is deeply rooted in collaboration with families and schools, ensuring that its solutions are practical and effective. Keeping children and families at the heart of the mission is what drives her work forward, ensuring that the impact remains meaningful and lasting.