PureHealth Launches AI-Enabled Virtual Mental Health Services Across UAE via Pura App
Abu Dhabi, The Gulf Observer: PureHealth has announced the nationwide rollout of virtual mental health services through its AI-powered health app, Pura, in collaboration with SAKINA, the region’s largest mental health network.
The new service offers UAE residents direct access to licensed psychologists and psychiatrists, enabling them to receive professional support from any location. This initiative positions mental health as a central component of holistic wellbeing and makes it simpler and faster for individuals to seek expert care as part of their mental health journey.
Through Pura, users can book private, expert-led online sessions with certified professionals from SAKINA, a part of SEHA, PureHealth’s hospital network. The integration brings together decades of therapeutic experience, cultural understanding, and evidence-based practices to ensure trusted and confidential care. The service is available to all users, including those covered by Daman insurance.
Highlighting the growing global need for mental health care, the World Health Organisation (WHO) estimates that one in eight people experience a mental health disorder at any given time. In the GCC, up to 80% of cases go undiagnosed, while 75% of those affected do not seek help due to limited access or social stigma.
PureHealth stated that this initiative underscores its commitment to developing a digitally enabled, preventive, and inclusive healthcare ecosystem—empowering individuals to take control of their wellbeing while ensuring compassionate access to mental health support.
Shaista Asif, Group Chief Executive Officer of PureHealth, said:
“With Pura, we’re making care more accessible, more responsive, and more human—thoughtfully designed around real lives and real needs. By harnessing the power of digital healthcare and AI, we’re not just scaling access, we’re personalising care and removing longstanding barriers to mental health support. This reflects the transformative potential of technology in delivering meaningful impact for individuals, families, and communities across the nation.”
In addition to virtual consultations, the Pura app provides guided meditations, self-help tools, and educational content focused on emotional resilience and preventive wellness.
Dr. Zain Al Yafei, Chief Executive Officer of SAKINA, added:
“Mental health remains a significant and often under-addressed challenge globally. By making our licensed professionals available through the trusted Pura app, we are bringing expert support closer to people through secure, user-friendly tools. This initiative marks an important step toward promoting early intervention and a proactive, personalised approach to mental health care across the UAE.”
The launch aligns with PureHealth’s digital transformation strategy and supports the UAE’s national health priorities, combining smart technology with inclusive care to improve lives and enhance wellbeing on a national scale.
