Keisha McCotry Builds Zelmwell App After ADHD Diagnosis

Keisha McCotry launched Zelmwell in March 2026 to address emotional wellness gaps in the tech sector.

The Atlanta-based entrepreneur previously spent more than 20 years building brands for major companies, including Google, Netflix, and Disney. She now operates as the founder of Zelmwell, an application designed for adults managing attention-deficit/hyperactivity disorder, rejection sensitivity, and emotional overwhelm.

McCotry received her ADHD diagnosis at age 45, after establishing her career in marketing. She stated that the diagnosis revealed the emotional cost behind her professional success. "What people saw as success, they didn’t know what that took out of me," McCotry said. She noted that she had previously sought therapy about 15 years earlier for a condition she described as high-functioning depression.

The idea for the application emerged approximately eight months into her period of unemployment. McCotry reported experiencing four layoffs during this time. She searched Apple’s App Store for resources specific to ADHD and rejection sensitivity but found 50 million organization tools without a match for her needs. "I went to the App Store to see if there was a platform or program for people with ADHD and RSD, I saw 50 million apps to help organize but none were for me," she said.

McCotry began developing the platform using her eight certifications in artificial intelligence. The development process took six months and involved 18 builds. The team redesigned the onboarding experience and submitted the app to the App Store six times before receiving approval.

The finished product allows users to document difficult experiences, identify triggers, and reflect on thought patterns. It includes calming soundscapes and exercises based on cognitive behavioral therapy principles. Users can download session summaries to share with mental health professionals. McCotry emphasized that the application is a wellness tool and does not replace professional therapy.

The founder has used the app to manage her own reactions to professional setbacks. Recently, she became a finalist for a communications position requiring 15 years of public relations experience and AI familiarity. She completed four rounds of interviews but did not receive the role. "I went to my app and did the custom meditations. I also did the soundscape afterwards to keep me calm now that I understand my brain," McCotry said.

McCotry highlighted the specific challenges facing Black women in the workforce. She cited data indicating that nearly 600,000 Black women were economically sidelined through job loss, unemployment, and workforce exits in 2025. She noted that these individuals often maintain an image of strength while managing internal struggles. "We make it look cute. You never know what’s going on in our heads," she said.

The name Zelmwell combines the concepts of peace and calm. McCotry chose the name to create a recognizable brand, similar to how streaming services use coined terms. She stated that the platform aims to make emotional wellness resources more accessible while encouraging users to seek qualified professional support.