Residents across the UAE can now access mental health services directly through their mobile phones following the launch of a new virtual care platform. PureHealth, the Middle East’s largest healthcare group, has integrated the service into its AI-enabled Pura app in collaboration with SAKINA, the region’s most extensive mental health network.
The initiative provides people anywhere in the country with direct access to licensed psychologists and psychiatrists, aiming to position mental health as a fundamental component of overall wellbeing.
Addressing a Gap in Care
The new feature allows users to book private and secure sessions with experts quickly. SAKINA, part of PureHealth’s SEHA hospital network, provides decades of therapeutic experience and evidence-based care tailored to the region. Its licensed professionals are now available for online consultations via the Pura app, with appointments open to everyone, including those with Daman insurance.
This launch comes as global and regional data highlight a significant need for accessible mental health support. According to the World Health Organization, one in eight people worldwide experiences a mental health disorder. In the GCC, it is estimated that up to 80 per cent of cases go undiagnosed, with 75 per cent of affected individuals not seeking help due to factors like limited access or a preference for privacy. This initiative is part of a wider trend that has seen the local health sector attract significant investment to improve service delivery.
A Digital Approach to Wellbeing
Shaista Asif, Group Chief Executive Officer of PureHealth, said the goal is to make healthcare more responsive and designed around people’s needs. “By harnessing the power of digital healthcare and AI, we’re not just scaling access, we’re personalising care and helping to remove longstanding barriers to mental health support,” she stated.
In addition to virtual therapy, the app provides guided meditations, educational content, and tools for emotional resilience. These resources are designed to support users with preventive mental wellness programmes.
Dr Zain Al Yafei, Chief Executive Officer of SAKINA, highlighted the global challenge of under-addressed mental health issues. “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,” he explained. The approach reflects a broader push in the emirates where organisations engage customers in dialogue to drive service innovation.
The service marks a significant step towards encouraging earlier intervention and promoting a more proactive and personalised approach to mental healthcare throughout the UAE. Users can now download the Pura app to book consultations and access a range of wellness resources.
