The situation for those seeking ADHD support in the UK is dire, with NHS waiting times for diagnosis extending up to eight years. According to charity ADHDUK, up to two million people may be undiagnosed, further exacerbating the crisis. Even after a diagnosis, the journey is fraught with long waits for specialist care and medication shortages, leaving millions without the resources they desperately need.

Commenting on the launch, Founder & CEO Dom Longford said: “We’ve created Cog to reset the UK’s relationship with ADHD. Surging numbers of people are looking to access limited resources, and Cog ADHD is designed to offer vital support to those who need it, whenever they need it.

“My mental health was at its lowest point before my diagnosis. I hated myself for things I couldn’t control. When I saw a specialist who gave me a framework to manage my ADHD, suddenly, everything started to make sense. I wasn’t lazy, clumsy or a failure; I just couldn’t regulate my attention like 95% of the population. I stopped hating myself.

“Unfortunately, even when it’s available, ADHD help is often not ADHD-friendly. To help put this right, Cog is about providing that same framework of ADHD management with a comprehensive in-app toolkit for managing ADHD, proven to work by Harvard Medical School and Massachusetts General Hospital.

“The app is loaded with added features, from offering expert educational resources, to our Cog Clinic, which connects users with trusted ADHD clinicians for coaching on a pay-as-you-need basis. Cog is designed to be the one-stop shop for ADHD support at the touch of a button, for the price of two cups of coffee a month.”

Earlier this year, insurer Zurich Intermediaries estimated that the UK’s long-term sickness bill could reach £66.3 billion annually by 2030, and with one in four (24%) of those on long-term sick leave judged to have ADHD, sufficient mental health support for individuals with ADHD could save the UK economy billions annually.

In response, Dom added: “I’m calling for Keir Starmer to reset the UK’s relationship with ADHD within his first 100 days in office, revolutionise mental health support and save the UK economy billions annually by 2030”

“It’s not only those signed off sick; according to the World Health Organisation, ADHD’ers “lose” around 22 days of productivity a year due to the lack of support at a significant cost to the economy. It’s time for change, as Keir himself said, but it’s down to him and Labour if they have the political will to make it a reality.”

Georgia Barnes, NHS registered nurse said: “The public will often prioritise their physical health over mental health issues. However, when a person's mental health is neglected this will inevitably affect their physical health.

“Increased waiting times in emergency departments, delayed assessments and diagnoses, and inadequate community support can contribute to a potential mental health crisis. The NHS long term plan (2019) has highlighted that an expansion of services was essential in order to improve mental health care.”

Cog ADHD is available on iOS and Android for £13.99 a month or £99.99 per year. The integrated Cog Clinic offers free 20-minute consultations with specialists. Users can then choose to pay for ad-hoc sessions (£50-£190) or subscribe to the Cog Clinic to receive weekly support at a discounted rate.

For more startup news, check out the other articles on the website, and subscribe to the magazine for free. Listen to The Cereal Entrepreneur podcast for more interviews with entrepreneurs and big-hitters in the startup ecosystem.