The startup shaping a healthier future for social media: meet Tribela
21st May 2025
An Oxford University Innovation venture creating safer online spaces - for good.
In a digital world awash with infinite scrolls, algorithmic rabbit holes, and mental health warnings, one Oxford-based startup is daring to ask: What if social media was actually good for you?
Tribela, a values-led digital platform emerging from the Oxford University Innovation (OUI) incubator, is on a mission to transform the way we connect online – by designing an experience where safety, intention, and authenticity are built into the code.
“We’re not just building a new social platform – we’re building a new kind of internet experience,” says founder and CEO Natalie Boll, a former television producer who knows a thing or two about storytelling and cultural influence. “One that empowers users, rather than exploits them.”
Boll’s motivation is personal. “A few years ago, my family and I had a difficult and deeply personal experience that led me to step back and reflect on the role technology plays in our lives. After taking time offline, I began to imagine a different kind of digital space – one grounded in safety, autonomy, and connection without manipulation.”
Enter Tribela: a platform without autoplay or addictive mechanics. No third-party tracking. No toxic virality. Instead, users get interest-based filters, age-assured onboarding, and content curation designed to uplift – not erode – mental well-being.
Now in advanced development, Tribela is preparing for a private beta launch in June 2025. Early adopters in the UK and Canada – including students, educators, and values-aligned creators – will be the first to test the platform’s features, from peer mentorship tools to community pages and non-addictive UX design.
“Safety isn’t a feature for us – it’s a foundation,” says Boll. “Every decision we make, every feature we build, is rooted in the question: Does this support a healthier digital life?”
Tribela is also informed by rigorous academic research. The team is advised by Dr. Jun Zhao of Oxford’s Department of Computer Science, and the platform aligns with frameworks like the EU Digital Services Act and the Center for Humane Technology.
With support from OUI’s incubator, Tribela has refined its business model, technical roadmap, and impact strategy. The company is now raising its first funding round to scale post-beta.
For Boll, the vision is clear: “We want to be the platform people can finally trust. A digital home where your well-being is the priority – not your data.”
For more information, please visit their website.
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