Empathy meets technology - Patricia Masur & Melanie Reis on Toxifree #DigiWomenKA

When friendship becomes a mission – Two founders who empower women digitally

by Katharina Iyen

Female role models are important. They point out possibilities, help us to define our own goals and we can learn from their experiences. In our #DigiWomenKA blog series, Katharina Iyen meets role models from the Karlsruhe digital sector to find out more about them, their experiences and their commitment. Today she talks to Melanie Reis and Patricia Masur, the founders of the app Toxifree. Their goal: to empower women in toxic relationships with the help of AI – digitally, empathetically and empoweringly.

From the idea to the app

I meet the two co-founders of Toxifree, Melanie Reis and Patricia Masur, on a sunny morning in Waldstadt. There’s a hustle and bustle around us, but the atmosphere at our table is open and friendly. Over a latte macchiato, cappuccino and green tea, a conversation begins that immediately goes into depth.

Melanie Reis and Patricia Masur have been friends for over twenty years – now they have launched their app Toxifree together. As a UX/UI designer and AI enthusiast, Melanie brings creative structural thinking to the table. As a psychological consultant, Patricia contributes empathic depth and content expertise.

With Toxifree, they are pursuing a clear goal: to support women in recognizing toxic relationships at an early stage and developing healthy strategies. The idea arose from the desire to make harmful patterns visible – and to give those affected digital tools for self-reflection and change.

Friends since grammar school

From the art course to the foundation: The connection between Patricia and Melanie began at the grammar school in Ettlingen – in the advanced art course. Both come from the Alb valley and both were driven early on by a desire for creativity and development.

“At some point, village life was too confining for us. We wanted to move to the city, where more opportunities awaited us,” says Melanie. So the two of them moved to Karlsruhe – a city that offered them exactly what they were looking for: Space for ideas, openness to new things and a creative, tech-savvy environment.

“Karlsruhe is simply open to new things. We were able to develop Toxifree here – with creative freedom and technical support,” adds Patricia.

The CyberForum network was particularly influential for both of them. It gave them access to further training, important contacts and concrete help with the digitalization and scaling of their app.

Also felloworkMelanie’s current employer, also became a key partner: as a UX/UI designer, she contributes her expertise directly to the development of Toxifree – and the company is now not only a technical supporter, but also a shareholder.

The digital approach: ELVI – AI meets empathy

Toxifree supports women in difficult relationship situations with a low-threshold, digital solution. “We wanted to create an app that really picks women up – without pressure, without shame. They should be able to approach it gently, at their own pace,” explains Patricia. “For us, technology is a means of enabling easy access without barriers. The app should be pragmatic and empathetic at the same time,” adds Melanie.

At the heart of the app is ELVI, an AI-supported chatbot that acts as a sensitive companion. “ELVI helps you find words for situations for which you may not yet have any,” says Patricia.

Four central modules

Toxifree offers four central modules that can be used after sensitization by ELVI:

• Knowledge modules: Information and exercises on toxic relationship patterns, self-esteem, setting boundaries and self-love.
• Mindfulness exercises: Techniques for coping with stress and stabilizing your own emotions.
• Affirmations: Positive sentences to strengthen self-confidence and for an optimistic attitude.
• Reflection exercises: Questions and impulses that lead to self-knowledge and clarity.

More than information: a space for reflection

These modules specifically complement ELVI – they deepen the initial impulses, offer practical support and accompany users on their path to greater self-awareness and inner strength: “Many women are inhibited about talking to a real person about their situation. The app gives them the opportunity to deal with the issues at their own pace,” explains Patricia.

What makes ELVI special is that it not only offers knowledge, but also a space for dialog. The chatbot asks questions, provides targeted impulses and helps to better categorize experiences and feelings. This creates a safe space in which women can reflect on their experiences and name them more clearly. Melanie emphasizes: “The users themselves often know what they are feeling and what is wrong. Sometimes you need a safe space to formulate and reflect on things.”

From plan to process – why intuition became her best compass

Melanie and Patricia – both mothers – recognized this early on: No rigid concept works for them. Planning yes – but in the flow. “We once drew up an eight-week plan for a milestone, but it was far too theoretical,” Melanie recalls with a laugh. “In the end, the requirements were completely different to what we thought.”

Today, Toxifree is largely a dynamic process. “Sometimes it’s just better to try things out instead of planning them too theoretically,” says Patricia. Even the name “ELVI” was the result of this process: originally, the AI chatbot was called “Toxi” internally – a name that was quickly discarded.

“That’s what you want to get away from,” says Melanie. “ELVI should be something that is good for women – a companion who supports them sensitively and at eye level,” explains Patricia.

Looking ahead

The app is now live – the first female users are testing the premium version free of charge for a week. New ideas are also conceivable: “We’re not completely ruling out the possibility of launching an app for men at some point,” says Melanie. We briefly consider with amusement whether ads on Tinder would make sense. “At least that would attract attention,” Patricia interjects and laughs

After two hours, I unfortunately have to go to my next appointment. While Melanie and Patricia decide to have lunch together, I think to myself that even four hours with the two women would probably have flown by. And as I rush off and decide not to make any follow-up appointments at the next meeting, I think to myself: more in the flow.

Contact us

Toxifree website
LinkedIn Patricia Masur
LinkedIn Melanie Reis