Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.


People expect products and services that feel made for them

Personal Worlds

United States

Mental health

Physical health

Personal tech

Niura's earbuds are accessible tools to monitor brain health and detect disorders, and will soon be able to use data to offer mood-based music recommendations. The technology marries health monitoring with functionality and people's desires for more personalized wellbeing.