PureHealth brings SAKINA mental health services to its Pura app

Mental health care in the UAE just took a big digital leap. PureHealth, the country's largest healthcare platform, has rolled out nationwide virtual mental health services through Pura, its AI-powered app. Partnering with SAKINA — the region's biggest mental health network — the initiative promises to make therapy more accessible than ever. From the comfort of home, anyone can now connect directly with licensed psychologists and psychiatrists, cutting through barriers of stigma, distance, or cost.

As Shaista Asif, Group CEO of PureHealth, put it: "With Pura, we're making care more accessible, more responsive and more human." It's a mission that feels especially urgent in a world where one in eight people live with mental health challenges, yet many still suffer in silence.

How does it work?

At its core, the Pura app serves as a digital bridge between users and licensed mental health professionals. Through a few taps, users can:

• Book private online sessions with psychologists or psychiatrists from SAKINA's expert network
• Access guided meditations and self-help tools, from mindfulness exercises to resilience-building resources
• View educational content and preventive care programs tailored to personal wellbeing goals

Appointments are available to all UAE residents — including those insured by Daman — ensuring inclusivity across demographics. The experience is designed to be secure, confidential, and seamless, powered by PureHealth's broader digital infrastructure under SEHA, the nation's leading hospital network.

Dr. Zain Al Yafei, CEO of SAKINA, described the collaboration as a turning point: "By making our licensed mental health professionals accessible through the trusted Pura app, we are bringing expert support closer to people through secure, user-friendly tools."

Why does it matter?

In the Gulf region, mental health remains a quiet crisis. Up to 80% of cases go undiagnosed, and three-quarters of those affected never seek help. The reasons are complex — cultural perceptions, limited access, and the human tendency to "handle it ourselves."

That's why PureHealth's launch is more than a digital upgrade — it's a cultural shift. It reframes mental health as a pillar of overall wellbeing, on par with physical health. And by normalizing online consultations, it gently chips away at the stigma surrounding therapy.

Asif captured this sentiment well: "We're not just scaling access; we're personalising care and helping to remove longstanding barriers." In practice, this means people can get the right help, faster, and on their own terms. It's mental health support reimagined for a digital age — compassionate, data-driven, and deeply human.

The context

Globally, mental health care is entering a new era — one shaped by technology, inclusion, and prevention. The World Health Organization estimates that one in eight people worldwide faces a mental health disorder, yet the vast majority go untreated. In the UAE, where digital health is a national priority, PureHealth's move fits neatly into the country's broader vision for integrated, AI-enabled healthcare.

This isn't just about apps and algorithms; it's about empathy at scale. Through its partnership with SAKINA, PureHealth is blending clinical expertise with cultural sensitivity, ensuring that virtual care feels personal and trustworthy.

In a region racing toward digital transformation, Pura stands as a case study in how technology can make care not just smarter — but more human.