Company
Expert Self Care is a UK-based, clinically led digital health company. We create trusted self-care apps for organisations across health, education, community services, and industry.
Trusted digital support – designed with care and delivered with integrity
Our purpose is to increase health literacy, promote self-care, and signpost resources effectively – improving the health of communities and reducing preventable service pressures.
We do this by helping organisations put clear, trusted health content into people's hands, so individuals can make better-informed decisions, and services can focus care where it's needed most.
Who we are
Expert Self Care was founded in 2012 by Dr Knut Schroeder, a UK GP with over 30 years’ experience in the NHS and higher education.
What began as a single student health app has grown into a portfolio of award-winning apps used across the UK, Ireland, and internationally.
Today, Expert Self Care is the UK's category-defining provider of specialist self-care apps – and the only one with PIF TICK accreditation. Our apps have been downloaded over 250,000 times and most recently won the Medilink South West 2026 Award for Advances in Digital Healthcare.
How we're different
We're a small, specialist core team by design. Our strengths lie in how we work:
- Clinically led – every app is shaped and signed off by qualified clinicians.
- Grounded in public service values – our decisions answer to communities, not shareholders.
- Focused on doing fewer things, exceptionally well – we take on a limited number of projects each year, including a maximum of four bespoke apps.
Behind every app is a broader ecosystem of clinicians, partner organisations, lived-experience contributors, reviewers, and delivery teams – typically 10 to 50 contributors and 3 to 10 partner organisations per project.
Our apps sit alongside your existing services – complementing what your teams already do, never replacing it.
Who we support
We partner with NHS Trusts, universities, charities, local authorities, national bodies, and industry to reach priority groups, such as:
- Students and young people – navigating mental health challenges alongside study and life pressures.
- Individuals who self-harm or feel suicidal – who need calm, non-judgemental guidance and clear next steps.
- People living with eating disorders – often managing long-term, complex needs.
- Struggling young carers and their families – balancing responsibilities far beyond their years.
- Irish Farmers – facing isolation, financial pressure, and demanding working lives.
- Offshore helicopter maintenance teams – working in high-pressure, safety-critical environments.
How we're funded
We’re an independent, privately owned company – founded and grown with integrity.
Our work is supported through:
- subscriptions for local app pages
- commissioned bespoke apps
- grants from trusted public bodies and not-for-profit bodies
- carefully chosen ethical commercial partnerships
Our commitment is simple: All our apps remain free to download and use – with no ads, no paywalls, and no personal data collection.
Our decisions are guided by public-service values – not advertising, data sales, or shareholder pressure.
Let's talk
If you want to explore how we can work together to create healthier communities and reduce service pressures, let's start a conversation.