The Middle East and North Africa (MENA) region is becoming a hub for innovation, particularly in sectors like mental wellness, where startups are addressing critical gaps. One such venture is Hoopla, a mental wellness app co-founded by Jacqueline Perrottet, designed to help children and parents manage emotions, build emotional resilience, and strengthen family connections through engaging, age-appropriate activities.
Still in its pre-seed stage, Hoopla blends sensory feedback, cognitive behavioural techniques, and social-emotional learning into interactive 5-minute activities that help children master emotional regulation. These quick yet impactful exercises build healthy daily habits and provide instant tools for managing anxiety and stress.
In a conversation with Finance Middle East, Perrottet shared her inspiring journey from a personal need to a startup founder, shedding light on the regional startup landscape, the importance of family wellness, and the unique opportunities the MENA region offers for ambitious ideas like Hoopla. Rooted in a culture that deeply values connection and community, the Middle East’s rapid growth and openness to innovation have provided an ideal foundation for Hoopla to grow and thrive.
What drove you to join the startup world?
My journey began with a personal need and recognising a gap in the market. As a parent navigating anxiety, I saw how important family connection and emotional wellbeing are to mental health, but accessible tools to build those connections didn’t exist. Instead of waiting for a solution, I decided to create one. Starting with sensory tools for my own family, I saw people respond to my ideas, which gave me the courage to act.
Jumping into the startup world is like becoming a parent—there’s never going to be a perfect time. You can’t overthink the journey—sometimes, you have to trust your instincts and start building.
Why did you choose the Middle East as the place to start/expand the business?
The Middle East represents a powerful intersection of tradition and innovation. Family is at the heart of the culture, and there’s a deep value placed on connection and community. Combined with the region’s rapid growth and belief that anything is possible, it creates an environment where ambitious ideas like Hoopla can thrive.
How would you describe the region’s startup scene in three words?
Innovative, collaborative, evolving.
Is there something that has surprised you in your journey?
The personal growth that comes with building a startup has been surprising. It’s a crash course on resilience, adaptability, and how to lean on others. I also didn’t anticipate the generosity and collaborative spirit of the startup community. For instance, a fellow founder once gave me pitch tips that completely transformed how I approached investors. It reminded me that even in a competitive space, people are willing to share advice and help each other succeed, which has been an incredible gift.
What are (in your view) the keys to approaching investors successfully?
The key is preparation. Understand your investors’ portfolio, focus areas, and priorities to align strongly. Approach with confidence but also listen—in my experience, many investors value founders who are coachable and collaborative. Don’t just focus on securing funding; focus on building relationships. The right investor should add strategic value to your business, not only money.
What was the most challenging part of raising funding and how did you overcome it?
One of the toughest challenges was hearing ‘no’ repeatedly from investors I was sure would align with Hoopla’s mission. I overcame it by reframing every rejection as an opportunity for growth—asking for feedback, seeking referrals, and treating each conversation as a step toward the next ‘yes.’
What is the best piece of financial advice you have received?
Every financial decision should align with your long-term goals, not just short-term gains. Prioritise strategic investments that create lasting value. This advice helped us stay focused on delivering meaningful results early on, which built trust with both our users and partners while laying a strong foundation for growth.
What has been your biggest success and your biggest failure?
My biggest success is hearing parents tell me Hoopla has reduced their children’s anxiety and strengthened their family bonds.
My biggest failure was letting self-doubt hold me back early on, delaying my progress. I’ve since learned that success is about taking action, even when the path isn’t clear.
What is the best quality a leader can have?
The ability to empower others and admit you don’t have all the answers. Great leaders create an environment where people feel valued, trusted, and inspired to contribute their best ideas.
Where would you like to be in five years’ time?
In five years, I want Hoopla to be the go-to solution for family wellness worldwide, partnering with schools, healthcare institutions, and governments to create systemic change while driving lasting impact for millions of families.
