About
I've spent twenty years learning why people decide, how to measure it, and how to build it into machines.
- Baturay Özden is a London-based founder and director of five companies across the UK and Türkiye.
- He founded B4Mind (2014, London since 2016) and Etna Healthcare Solutions, advises the FelixMed wellness brand, and is UK director of two CQC-regulated dental companies and of Homeart Construction & Real Estate.
- He holds an MSc in Psychology and a BSc in Economics, and builds AI-run systems designed to work without their founder.
I grew up in Türkiye, studied economics and then psychology, and went to work in the gap between the two: how brands persuade, and whether anyone can prove it. That led to an agency, the agency led to London, London led to running regulated companies for other people, and running them led to software that could do the parts no one should be doing by hand.
Today I'm a director of five companies across the UK and Türkiye, two of them regulated by the CQC, and the founder of a portfolio of AI-run products in healthcare, legal and property. Along the way I added executive education in leadership and management at the London School of Economics, digital marketing at UCLA and neuromarketing at the Sorbonne. Every system I build is designed to work without me.
- MSc Psychology
- BSc Economics
- Google Ads certified
- LSE · Leadership & Management
- UCLA · Digital Marketing
- Sorbonne · Neuromarketing
- Author, Erkeğin Pin Kodu (2015)
The route
From an agency to a portfolio.
- 2014Founded B4MindBrand strategy built on psychology (MSc completed 2015, alongside coaching and training work for leaders and teams, and the book), then performance marketing to prove it worked. 150+ professionals advised since.
- 2016B4Mind London office opensLondon becomes home base. Agency work for Google, SAP, Vodafone, Mercedes, Bayer, DHL, Philip Morris; £1m+ budgets; campaigns in 30+ countries; Google partner.
- 2024Director, Dentafly and VestadentUK director for a Turkish dental group: CQC registration, GDC compliance, recruitment, finance, and the Chiswick clinic launch.
- 2025–Etna Healthcare, FelixMed, Homeart; CareDental, LexFlow, NamedFirst, EPC Path, CareNovaAI-run products for regulated markets, a direct-to-consumer wellness brand, and a London property development company. Small teams, a lot of machinery.
- NowDirector of five companies; a few advisory mandates a yearLondon. Writing monthly.
The companies
Five directorships, two countries.
- B4MindBrand & digital agency, London. Founded 2014. Founder.UK Companies House 11296210
- Etna Healthcare SolutionsHealthcare SaaS umbrella: CareDental, CareNova. Founder.UK Companies House 16619515
- Dentafly ConsultancyCQC-regulated dental clinic, Chiswick. UK director for a Turkish group.CQC registered
- VestadentCQC-regulated dental company. UK director.CQC registered
- FelixMedScience-backed supplements, sold direct in the UK. Advisor.felixmed.co.uk
- Homeart Construction & Real EstateBuilding development and own-account real estate, London. Director.UK Companies House 16773607
Off the clock
Sailing, aviation, contemporary art, two daughters.
West London. Food from anywhere I haven't tried yet. The systems exist so that this part of the week stays mine.