The field of brain health and cognitive care is experiencing significant advancements as the global population ages. Dementia, including Alzheimer's disease, is one of the most pressing health challenges of our time, with millions of people worldwide affected and no definitive cure in sight. As the number of individuals at risk continues to grow, innovative solutions in both prevention and treatment have become critical. The integration of technology into cognitive care offers new possibilities for enhancing mental health and combating cognitive decline, particularly in older populations. This shift has paved the way for digital health solutions designed to address both the prevention and management of dementia, offering hope for those at risk.
Xavier Louis, the Co-founder and CEO, has dedicated his career to transforming brain health through technology. Drawing from personal experiences and professional insights, Xavier has championed the development of digital solutions aimed at improving cognitive resilience. His previous ventures, including co-founding Peak, provided valuable knowledge that informs his current efforts at Five Lives. Motivated by his personal connection to dementia, Xavier leads his team with a clear sense of purpose, determined to create accessible and effective solutions for those at risk of cognitive decline.
Five Lives, the company Xavier leads, is at the forefront of digital brain health solutions. With a focus on both preventive and therapeutic approaches, Five Lives is creating innovative programs designed to improve brain health and reduce dementia risk. The company's platform integrates scientifically backed assessments and coaching, making brain health management more accessible and effective. As it expands its reach, Five Lives aims to transform the way brain health is approached, offering a solution that could significantly impact millions of lives worldwide.
Advancing Dementia Prevention Through Commitment
Xavier’s journey in brain health has been shaped by both personal experiences and a broader mission to address one of healthcare’s most pressing issues. He co-founded Peak, which became the world’s leading brain training app, amassing over 60 million downloads. Through this experience, Xavier gained valuable insights into digital solutions for cognitive enhancement. His professional focus, however, took on a more personal dimension when he discovered that he carries the APOE4 gene, significantly increasing his risk of developing dementia. This revelation, coupled with his father's dementia diagnosis five years ago, transformed his interest into a deeply personal mission.
The impact of Alzheimer's disease is staggering, currently affecting 50 million people worldwide and projected to reach 150 million by 2050, with no effective therapeutic treatments available. This crisis drives Xavier in his work at Five Lives, where the company is developing innovative approaches to dementia prevention and therapy. His previous experience with Peak, combined with his personal stake in the fight against dementia, fuels his determination to make a significant impact in the field.
Xavier’s commitment to finding solutions for dementia is motivated by the possibility of helping millions of families avoid the heartbreak that his own family has endured. At Five Lives, he works tirelessly to push boundaries in the pursuit of better preventive and therapeutic options for brain health.
Driving Impact and Innovation in Brain Health
Xavier is deeply motivated by the opportunity to create meaningful impact at scale, rather than by traditional markers of success. While financial achievements are welcome, the most fulfilling aspect of his entrepreneurial journey has been developing solutions that genuinely improve lives. At Five Lives, this sense of purpose is further amplified as the company tackles one of healthcare's most significant challenges: adding "life to years" in addition to increasing longevity.
He is grateful to lead the company alongside his co-founder, Sylvain Piquet, COO, whose expertise and leadership have been influential in driving the company forward. Together, they are surrounded by a talented and creative team that shares their vision. This team’s dedication and innovative thinking inspire them to push boundaries and tackle complex problems, with the potential to improve the lives of millions through healthier, happier, and longer lives. The collaborative spirit of the team enables both leaders to remain focused on the broader mission while skillfully addressing daily challenges and opportunities.
Xavier’s entrepreneurial drive is also supported by his family, whose unwavering encouragement provides a solid foundation for his ambitions. The combined influence of purpose, an exceptional team, and strong personal support fuels his passion as he works toward transforming brain healthcare.
Lessons in Resilience, Teamwork, and Strategic Leadership
One of the key lessons learned by Xavier throughout his entrepreneurial journey is that success is never immediate. Both with Peak and Five Lives, the path to success involved several pivots and adjustments before the right direction was found. The driving force behind this progress has been resilience—the ability to continue learning and adapting despite the setbacks encountered along the way.
Xavier emphasizes that success is a collaborative effort. While he leads the companies, he acknowledges that the development of products, designing of interfaces, and execution of marketing campaigns are all carried out by his talented team members. He values surrounding himself with individuals who share his vision and possess the expertise to execute their roles effectively. Every team member plays an essential part in driving the venture forward.
Financial management has been another vital aspect of Xavier's journey. Strategic resource management ensures that companies have the necessary runway to refine their products and make pivotal adjustments. However, the most critical lesson has been the importance of a strong support system, whether from family or co-founders. This support provides the stability needed during difficult times and enables informed decision-making. These experiences have influenced his leadership style, making him more patient, strategic, and focused on building resilient teams and foundations for long-term success.
Transforming Brain Health with Technology and Care
Xavier's journey with Peak brain training provided significant insights into the potential of technology to improve brain health. By collaborating with top academic researchers, he helped develop over 50 brain games designed to offer more than just entertainment. A pivotal moment in this journey occurred through partnerships with institutions like the University of Cambridge and City University New York, where scientific studies were published demonstrating tangible cognitive benefits.
Xavier's perspective shifted as he observed the positive impact of their technology on people with various conditions, including dementia, stroke, ADHD, and multiple sclerosis. It became clear that their work was making a real difference, helping millions of individuals maintain and enhance their cognitive abilities in meaningful ways, beyond just statistics.
Building on this foundation, Xavier's current focus with Five Lives takes a more comprehensive approach to brain health. The company has developed a digital solution that addresses not only mental stimulation but also key lifestyle factors such as nutrition, physical activity, sleep, and stress management. Xavier's experience has shown that these elements, working together, help build cognitive resilience and reduce dementia risk. This approach has revealed that technology can be more than just a tool; it can be transformative in how brain health prevention and therapy are approached.
Building a Culture of Unity, Responsibility, and Continuous Improvement
Xavier's approach to building company culture is grounded in five core values. The first, "Be United," focuses on embracing diversity, empathy, trust, and teamwork as the company tackles healthcare’s most significant challenges. He emphasizes clear goal-setting while allowing team members the autonomy to find their own solutions, reflecting the value of "Be Responsible" through supported autonomy and accountability.
Xavier also prioritizes maintaining high standards and "Be Meticulous" in operations, ensuring medical-grade quality across all activities. He is deeply committed to the team's well-being, managing workloads and encouraging vacations while introducing initiatives like a four-day work week. The value of "Be Sincere" is embodied in fostering transparency and open communication, creating a culture of authenticity and connection.
Lastly, Xavier values continuous improvement, captured in the principle "Be a Kaizenist," which encourages personal and team growth. Despite being a remote organization, the team gathers twice a year for offsite retreats in locations like Sardinia, Istanbul, and Annecy to strengthen unity and drive innovation. Xavier also believes in the power of listening, noting that many of the best ideas and solutions come from team discussions, which strengthen collaboration and drive better outcomes.
Building a Team Aligned with Purpose and Growth
At Five Lives, the mission to improve brain health extends beyond product development to team cultivation. The company focuses on recruiting individuals who strongly connect with the mission to address Alzheimer's and enhance quality of life for millions. This alignment fosters motivation and sparks innovation within the organization.
The company specifically seeks individuals with an entrepreneurial mindset and the ability to work autonomously. These team members must be capable of navigating complex challenges independently and adapting to the frequent directional shifts typical of early-stage startups. This flexibility is key to the company's success and growth.
Continuous self-improvement is a core value at Five Lives, practiced both externally with their users and internally with their team. The company is committed to nurturing individual growth by seeking candidates with a passion for ongoing learning and development. This focus on personal growth ensures that the company maintains a culture where cognitive potential is enhanced, both for its team members and in the solutions they deliver to improve brain health.
Authentic Leadership and Transparent Decision-Making
As CEO, Xavier approaches difficult decisions with authenticity and honesty, understanding that tough choices are part of the role. He believes in seeking multiple external perspectives before making significant decisions, ensuring a balanced approach while staying true to core values.
Xavier focuses on finding solutions, regardless of the effort required, and remains committed to transparency and authenticity, even during challenging moments. He believes that while some decisions may be painful, maintaining honesty and clear values leads to better long-term outcomes.
Authentic Leadership and Transparent Decision-Making
As CEO, Xavier approaches difficult decisions with authenticity and honesty, understanding that tough choices are part of the role. He believes in seeking multiple external perspectives before making significant decisions, ensuring a balanced approach while staying true to core values. Xavier focuses on finding solutions, regardless of the effort required, and remains committed to transparency and authenticity, even during challenging moments. He believes that while some decisions may be painful, maintaining honesty and clear values leads to better long-term outcomes.
Aligning Investors with Mission and Financial Health
Xavier views investor relationships as partnerships that align with the company's mission, rather than competing interests. The investors share a passion for solving one of healthcare's greatest challenges, which leads to a naturally aligned vision. While fundraising is necessary to support the company's goals, Xavier maintains a clear perspective that the board exists to support the company's success, not the other way around.
As CEO, Xavier recognizes the fundamental responsibility of keeping the company financially healthy, which involves efficient cash flow management to weather pivots and challenging periods. This financial stewardship is essential for maintaining the freedom to pursue the company's mission effectively.
When communicating with stakeholders, Xavier focuses on the shared goal of creating meaningful impact in brain health. This alignment ensures that investor demands complement, rather than conflict with, the company's long-term vision and mission.
Balancing Purpose, Well-being, and Entrepreneurial Drive
Xavier finds the entrepreneurial journey rewarding due to a clear sense of purpose. This sense of mission provides the energy to overcome challenges, making even the most difficult days meaningful.
To maintain balance, Xavier engages in competitive sports, particularly tennis and padel, which offer both physical exercise and mental release. His support system, particularly his wife, children, and friends, plays a critical role in his well-being. With a spouse who is also an entrepreneur, there is a shared understanding of the unique pressures that come with the journey.
A simple daily ritual, walking his Labrador, provides a moment to reset and gain perspective. These consistent practices, along with the excitement of the mission, help Xavier maintain his well-being and enthusiasm for the entrepreneurial path.
Revolutionizing Cognitive Care and Expanding Impact
Xavier’s vision for Five Lives extends beyond building a successful company; it aims to transform the approach to brain health. In 2025, the company plans to launch the first and most effective digital therapeutic treatment for patients with Mild Cognitive Impairment, specifically targeting early-stage Alzheimer's. His goal is to make addressing cognitive decline as accessible and routine as taking a painkiller for a headache.
Five Lives aims to help over 5 million people lead healthier, happier, and longer lives within the next five years. While aspiring to become France's largest health unicorn, this goal serves as a stepping stone to expanding their impact and reaching more individuals in need of their solution.
Xavier views his role as not just leading a company, but pioneering a new paradigm in brain health care. By proving that digital therapeutics can effectively address cognitive decline, the company is paving the way for future innovations in this field. Xavier hopes his legacy will be measured by the millions of lives that have been helped to maintain their cognitive health and independence.
Transforming Brain Health: A Digital Solution for Prevention and Therapy
Five Lives is a digital brain health platform designed for individuals aged 50 and above to manage their cognitive health and enhance longevity. The platform focuses on both prevention of cognitive decline and therapy for Mild Cognitive Impairment (MCI) patients. Currently operating in the UK and France, Five Lives plans to expand globally in the coming months.
Five Lives (Prevention)
•The app, with 150,000 installs and 15,000 MAUs, integrates a clinically validated brain health assessment (CE-marked medical device) with an engaging coaching program aimed at improving brain health through habit formation and science-backed brain games.
•It is a Class 1 SAMD (MDD) registered tool in the UK (MHRA) and the EU (ANSM) since 2021, used as a prognostic tool to assess a user's 10-year dementia risk.
Five Lives MED (Therapy)
•This app aims to alleviate symptoms of MCI through a 3-month program combining science-backed brain games and light physical exercise coaching to foster healthy habits.
•The app is involved in a live RCT study with Gerond'If (France) and Oxford University (UK), scheduled for Class 1 SAMD (MDR) registration and PECAN submission in 2025 for public health reimbursement in France. The study is active at seven UK sites and two French sites as of January 2025.
Business Model
•Five Lives targets health and life insurance providers (such as Generali, Allianz, Aviva) and pharmaceutical companies focused on healthy aging (including Lilly, Biogen), offering ROI-based pilot programs to demonstrate customer satisfaction and retention improvements.
•Long-term goals include measuring the impact of "Prevention-as-a-Service" on healthcare resource utilization, with a study protocol in place with Gerond'If and a 1,400-patient RCT scheduled to begin in 2025.
•For MCI remediation, the company targets PECAN prescription, distribution through senior residence networks, pharmaceutical companies in the neuro sector, and DTx prescription platforms in France.
Clinical Partners & Programs
•Five Lives' primary clinical partners include Oxford University/DPUK and the FINGERS Brain Health Institute, known for the landmark dementia prevention study, FINGER. In France, the company collaborates with Gerond'if, the leading research center for geriatric studies.
•The team has been selected for prominent accelerator programs, including the Allianz Accelerator, the Google Health Growth Academy, the BPI Paris Santé Campus Prévention Santé Accelerator, and is a finalist in the EIT Health Catapult 2024 program.
Investment/Fundraising
•Five Lives has raised over 3 million euros in seed funding from top European VCs, including Headline, Speedinvest, Boost Capital, and Masawa Ventures. The company is planning a Series A round in early 2026.
