Made with love & engineering.

Once upon a time, there was a hair pulling teen, Aneela, who had no idea why she couldn't stop. Her hair pulling "habit" worsened when her dad got sick and she went to college.  In shame, she hid under make-up and fake smiles for almost twenty years. Until one day she shared her secret with her husband, Sameer and they set out to make something to help her become aware. But they couldn’t do it alone. So they formed an exceptional team with the technical expertise and passion to build and deliver Keen awareness to you.



Aneela Idnani Kumar, Designer & “Trichster”

Aneela is the inspiration for HabitAware. She is a mobile app designer and has produced award-winning interactive advertising campaigns. Aneela has had trich for 20+ years and is excited to help others like her. 


Sameer Kumar, CEO

Sameer is data-driven, having worked in investment analysis, management consulting and corporate strategy. His favorite activities are cooking and playing legos with his son. Sameer is driven by the positive change he has seen in his wife, Aneela. 


Kirk Klobe, CTO (Lead Software & Firmware Engineer)

Kirk has been fascinated with computers since childhood. He was integral to the launch of several IT consulting startups. Kirk can’t resist a good technical challenge, especially when the solution changes people’s lives. 


Dr. John Pritchard, PhD, Lead Hardware Engineer

John is an inventor by nature and hopes to teach at a university one day. He has worked in fiber optics and advanced military tech. He once made an LED light suit for fun. John is passionate about making things that are meaningful for others. 



Dr. Carol Novak, MD

Founding Director and Member of the Scientific Advisory Board for the TLC Foundation for BFRBs  

“Keen's technology is a breakthrough. Many professionals have dreamed of having this type of awareness bracelet for years to help people with hair puling, nail biting, and other similar behaviors. It also has huge potential for future research." 


Dr. Varsha Reddy, DDS

Pediatric Dentist, Adjunct professor at NYU College of Denistry and Top “40 Under 40” in the nation

“Keen is really going to help families trying to help their children stop problematic thumb-sucking. The only dental method right now is an uncomfortable, visible and expensive orthodontic appliance. My patients are excited for this!”