We kept seeing the same thing: capable, committed people struggling — not because something was wrong with them, but because working well is a skill no one had ever taught them.

We came to this from different directions. Laura from technology, watching how many people were already turning to generic AI tools to process their working life — tools that carry hidden assumptions about productivity and success that most users never see or question. Annukka from psychology, having challenged a narrative that frames ambitious people who burn out as greedy, rather than as having been failed by the system.

We met over lunch. Right away it was clear we wanted to solve the same problem.

Science and technology, in service of people.

At the intersection of intentional technology and solid psychology, Auroa took shape.

We want to make a difference, for anyone trying to live a more fulfilling and sustainable working life, as their authentic self. With science and technology that supports connection to yourself and others, not the other way around.

Founder team

Laura Snellman-Junna, MSc. Computer Science
Annukka Niemelä, MSc. Psychology