Wellbeing intelligence
01 / Wellbeing intelligence
Realifex
Personalised wellbeing experiences that turn everyday moments into a deeper understanding of ourselves.
Product innovator · Experience designer
Alex PrateDesign for a
more human
world.
I connect people, purpose and technology.
From moments of wellbeing to organisations
that move forward, together.
Amsterdam, Netherlands
Working across borders25+ years of turning
ambition into experience01 / A human perspective
Working across borders25+ years of turning
ambition into experience01 / A human perspective
Award-winning thinking. Real-world impact.WEBBYW3DAVEYAIVAMIT SOLVEEARTHSHOTAPPLE
01 / Selected work
Intent, made livable.
Different worlds. One common thread:
putting people at the centre.
Proprietary wellbeing model
02 / Proprietary wellbeing model
Wellbeing Intelligence®
Realifex's proprietary model: capturing everyday human experience at scale, structuring it, and giving both the person and the organisation something true to act on.
Intelligent organisation
03 / Intelligent organisation
Hypha
Human-first, AI-enabled collaboration with distributed governance and incentives that align participation.
04 / Community-powered energy
Hypha Energy
A decentralised renewable-energy ecosystem designed around local hubs and community participation.
Identity, data & wellbeing intelligence
05 / Identity, data & wellbeing intelligence
HUMAI+
Sovereign identity, secure data sharing and wellbeing intelligence brought into one human-centred experience.
Regenerative economic systems
06 / Regenerative economic systems
SEEDS
A regenerative economic system and currency connecting people, participation and shared purpose.
07 / Thought leadership
The Argonauts Series
A thought leadership initiative for visionary leaders ready to challenge convention and embrace transformation.
08 / Inner development
IDG
The Inner Development Goals: the inner abilities, qualities and skills people need to meet the Sustainable Development Goals.
09 / Health & inclusion
LGBTIQ+ Health Australia
The national peak body for LGBTIQ+ health and wellbeing in Australia, founded in 2010.
Community & dialogue
10 / Community & dialogue
Circle
Draft entry — a short description of the Circle project goes here.
02 / My perspective
Technology is the medium.
People are the point.
I’m Alex. A product innovator, designer and founder based in Amsterdam, with 25+ years of experience across Europe, Asia-Pacific and global markets.
My work sits where human-centric experience, wellbeing intelligence and organisational change meet. I bring design, engineering, research and strategy together to turn complex ambition into experiences people can understand, use and value.
From founding Realifex and co-founding Hypha to leading enterprise innovation, I’ve always been drawn to the same question: how can we make progress more human?
25+Years of experience
350kRealifex users
140App Store countries
03 / What connects the work
Four lenses.
One human focus.
Human-centric design
Listen deeply. Make complexity clear. Build journeys around real needs, then learn from continuous feedback.
Wellbeing intelligence
Give everyday moments meaning through personalised experiences, behavioural insight and intelligent reflection.
Intelligent organisation
Connect purpose, participation and governance. Design systems where people can collaborate and share in the value they create.
Change Quests
Bring people into the change. Connect ambition to action through discovery, shared learning and meaningful participation.
04 / AI + HUMANS
AI provides the
intelligence
Humans keep the
judgment
The most amazing experiences I have built with AI are the ones that support humans: carrying the steady, always-available work, and handing over to a person at exactly the right moment.
Emotional expertise
Experiences that understand how people feel. Wellbeing Intelligence® has quantified emotion and impact since 2014, so an AI companion starts from what a person is actually living through, not a generic prompt. Where a feeling can be named and measured, it can be reflected back with care, and a conversation can begin from something true.
A trusted virtual coach
Private, consistent and always available. It listens, reflects and keeps a person moving between conversations with a human. The steady work of checking in, noticing patterns and holding the context sits with the system, so no one has to repeat their story from the beginning and the time with a practitioner stays focused on what only a person can do.
Triaged to professionals
Triage to practitioners, professionals and advisors, with the context and literacy already gathered. When something needs a person, it reaches the right one, with the picture already drawn and the history already there. The first conversation starts further along, and the human connection arrives when it is actually needed.
Intelligence is abundant now. Judgment, trust and accountability are not. Those stay with people.
05 / Change Quest
Corporate change, designed
as a Quest.
Founder · 2024–Present
Bring people into the change: quests connect
ambition to action through discovery, shared
learning and meaningful participation.
Innovation Quest · Scale Data Business
“Data is golden.”
A quest with supporting tools, told as a gold mine: four steps from raw data to shared value.
- 01ExploreGolden Data Mine
Gather group-wide Champions in one collaborative space, and shift to a customer-centric approach.
- 02HuntGolden Data Nuggets
Robust idea generation to surface the small but critical pieces of information that hold value for clients.
- 03ForgeGolden Data Craft
Shape and refine the nuggets into coherent, high-value data services along the Data Value Chain.
- 04TransmuteGolden Data Alchemy
Data transmutes into impact and value, accelerating revenue generation and cross-contribution.
“Data is golden.” Four steps: Explore, Hunt, Forge, Transmute.
“Member Love” Quest
Outside BAU · Cross-domain · Shortest route · Evidence-led. Destination: Member Love.
Free consultation
Start with a
free consultation.
A first conversation about where you are
and what could come next.
01
Where you are
A look at the experience, data and decisions you live with today.
02
What could change
Where human-centred design and wellbeing intelligence could take it.
03
The first step
A short, practical route from ambition to a working first version.
No cost, no obligation. A conversation, and a point of view you can take away.
06 / Apple Watch
Five taps
on the wrist.
Inaugural cohort · Cupertino · 2015
Selected for Apple’s inaugural Apple Watch cohort and invited to
Cupertino for the first ever Apple Watch hackathon. These are the real
RealifeChange® screens on Apple Watch: the whole capture flow, from
category to confirmation, before the phone is ever opened.
Swipe to follow the five steps →
01 Pick a category02 Name the feeling03 Score the impact04 Dictate a Quick Note05 Captured
07 / Awards & recognitions
Work that
resonates.
Judged on design. Validated by the people using it.
RealifeChange® won the Webby People's Voice Award for Best Visual Design, Function, W3 Gold for Productivity, W3 Silver for Best Visual Design, a Davey Gold for Mobile Features, Best Visual Design and a Davey Silver for Mobile Apps & Sites, Health & Wellness.
The app remains free, private and available for iPhone and Apple Watch, and every lesson it produced now lives inside the Wellbeing Intelligence® we deploy for organisations.
FeaturedOn the App Store home page in 140 countries
350K+Users on the platform
5Design & UX awards
2014Founded
01
EarthShot Prize
2024 Nomination
02
MIT Solve Challenge
2024 Semi-Finalist
03
RESPOND Accelerator
BMW Foundation Herbert Quandt
04
Webby Awards
People's Voice · Best Visual Design, Function
05
W3 Awards
Gold · Productivity · Silver · Best Visual Design
06
Davey Awards
Gold · Mobile Features, Best Visual Design · Silver · Mobile Apps & Sites, Health & Wellness
07
AIVA Global Design Awards
Gold and Silver awards
08
Apple App Store
Featured in 140 countries · iOS & Apple Watch
09
Apple Watch Hackathon
Inaugural cohort · Cupertino · 2015
Design excellence, innovation and impact across Realifex and Hypha.
08 / The journey
A builder.
Always a learner.
From enterprise transformation
to human-first ventures.
Experience
2024–Present
Change Quest
Founder · Europe, Australia
2026–Present
HUMAI+
Design & architecture lead · Europe, Australia
2024–Present
Hypha Energy
Co-founder · Senior Product Manager · Europe, Australia
2019–Present
Hypha
Co-founder · Senior Product Manager · Sydney, Amsterdam
2019–2024
SEEDS
Co-creator · Senior Product Owner · Sydney, Amsterdam
2014–Present
REALIFEX
Founder · Digital Product Innovator · Sydney, Amsterdam
2000–Present
Consulting
Senior Product / Innovation Consultant · Amsterdam
Foundations & curiosity
MSc, Innovation, Strategy & Entrepreneurship
HEC / Grenoble School of Management
Double BA Honours, First Class
European Business Administration
NEOMA Business School / Middlesex University
English & French · Travelled in 50+ countries
BMW Foundation Responsible Leaders Network