McWellness, a startup based in the United Arab Emirates, has introduced a home-visit service that integrates neurofeedback with the viewing of preferred media. According to Khaleej Times, the company’s founder and CEO, Shauna McGuinness, presented this approach at the AccessAbilities Expo 2026, which took place at the Dubai World Trade Centre. The service involves bringing specialised equipment to clients' homes to facilitate brain training while they engage with content such as Netflix shows or YouTube videos.
The methodology relies on quantitative electroencephalography, or qEEG, to map brain activity. Khaleej Times reported that the system uses 23 channels to record electrical signals via scalp electrodes, generating detailed reports that can span up to 12 pages. These reports inform personalised neurofeedback sessions where clients wear headphones and watch a video. Software monitors their activity in real-time, adjusting the visual display—such as changing the size of the image—based on whether the brain activity meets specific training targets. McGuinness noted that the process does not involve electrical stimulation and requires minimal conversation, with the practitioner periodically checking in on the client's state of focus or relaxation.
McGuinness stated that the service targets children, adolescents, and adults dealing with attention-deficit/hyperactivity disorder, autism, anxiety, or sleep difficulties. She cited a 12-year-old boy with ADHD as an example of a client who initially struggled to relax but later reported improved focus at school. According to the report, the boy stopped taking medication after six sessions and completed a 25-session package, with plans to continue for further support. However, the publication noted that while the approach offers support, it does not necessarily demonstrate that neurofeedback can replace prescribed treatments, suggesting medication changes should be discussed with clinicians.
The home-visit business launched in August, with approximately 10 clients currently undertaking packages. McGuinness, who has three years of neurofeedback experience and studied psychology for four years, said her goal was to serve the local community in Dubai, where she grew up. A 2025 review in JAMA Psychiatry, referenced in the report, found no significant improvement in overall ADHD symptoms on blinded assessments, indicating that neurofeedback may not be a stand-alone treatment for the condition.