Folk AIThree audiences. One door is the clinic.
Families, clinicians and municipalities come to this differently. Trust travels with the clinician, because that is how it has always moved in care; families arrive through people they know; and a municipality arrives through procurement, because that is the only route it is allowed to take.
The clinician
Convinced by evidence and by time given back, not by feeling: honest signal between appointments, privacy that is enforced rather than promised, and notes that draft themselves from aggregates — for them to confirm or discard.
Families
Anxious and often close to burning out. Reached through caregiver communities with empathy, not a pitch: calm without surveillance, reassurance you can actually see, and a break for yourself.
Municipalities & organisations
A municipality already carries a duty of care it has to meet with the staff it has. Its questions are not commercial but evidentiary: where the data lives, how Article 9 is handled, how ready this is for the AI Act — and, just as importantly, what we do not claim. We answer in documents, not slogans.
And the person themselves? Never a “segment”. They arrive through the people who care for them — and the product answers to them first: their consent, their privacy, their companion.
Trust is transferred, not advertised.
In this category nobody installs an app because a banner told them to. Trust starts with a professional, spreads to the family, and only then scales.
- 01
A clinician adopts it
Won by evidence and saved time, not emotion. The specialist view earns its place in the working week: triage first, and what changed since last session in objective signal.
- 02
Families follow the referral
Trust arrives with the clinician’s recommendation, the way it always has in care. The guardian panel then keeps the promise the clinician made: calm, not surveillance.
- 03
The municipality can then stand behind it
Once clinicians use it and families trust it, procurement finally has what it needs to say yes: a documented compliance posture and a Danish reference case. Not a bigger deal — a defensible one.
Compliance is not overhead here. It is the moat.
For families it reads as reassurance. For municipalities it is the purchasing requirement. Either way the same honest posture sells: say what is true, mark what is planned, claim nothing early.
Wellbeing data is treated as special-category from the first line of schema: explicit consent as the lawful basis, EU residency, sub-processors under signed DPAs, export and erasure built into the product.
Built the way a high-risk system is expected to be run: decision support with mandatory human oversight — the system surfaces signal, a human decides. The deterministic safety screen lives outside the model by design.
The certification path we are on, stated plainly. Until it is complete, Folk AI speaks only in the language it can stand behind: wellbeing observations that support the clinician — never more.
Municipalities do not buy slogans; they buy documentation. DPIA, records of processing, incident response and retention policy are drafted and maintained for legal review — a file a procurement officer can actually open.