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Heidi's US & UK Expansion: Lessons from the Startup Growing Faster Than Canva
Published 17th June, 2025.
This episode is part of our recently released "Startup Playbooks Report" -- unpacking the playbooks of 9 of Australia’s fastest-growing startups and scale ups for the first time. Thanks to the report sponsors - Google Cloud, Vanta and Notion for their support.
In this conversation, we go deep into Heidi's global expansion journey: how they’ve grown from Australia into the US and UK, what’s worked (and what hasn’t), and the key lessons featured in the report that so many of you have found actionable.
You''ll hear from CEO Tom Kelly, US lead Jesse Creighton, and UK lead Raghav Sharma, in conversation with our Founder/Host, Vidit Agarwal.
It’s time to explore your curiosity. Please enjoy.
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To support this podcast, check out our some of our sponsors & get discounts:
→ $1,000 off Vanta: Your compliance superpower — Vanta.com/high
→ Get up to 6 months of Notion’s Business plan for free with Notion AI included (worth $12K): Go to - https://ntn.so/highflyers & click “Apply Now”
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If you're keen to discuss sponsorship and partnering with us, email us at contact@curiositycentre.com today!
Hosted by Vidit Agarwal, Founder of Curiosity Center and The High Flyers Podcast.
It’s now time to explore your curiosity.
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In this deep-dive group conversation, Tom Kelly (CEO), Jesse Credighton (North America Lead), and Raghav Sharma (UK Lead) from Heidi share:
▪️ How Heidi evolved from a tightly bound Australian product to a global AI healthcare solution
▪️ The role of paid marketing in unlocking product-led growth in healthcare—a rare move in their category
▪️ Why high-agency, generalist hires were critical to scaling into the UK and US
▪️ What most get wrong about market expansion, and how to use pull signals, not just plans
▪️ The iceberg effect in US enterprise sales, and why product quality alone isn’t enough
▪️ How they used fanaticism and ambassador users to build momentum without big budgets
▪️ When to bring in experts, and how to communicate across time zones and HQ boundaries
▪️ What they've learned about hiring missionaries over mercenaries—and the personal fuel that drives resilience
This is Heidi Health like you’ve never heard them - tactical, transparent, and refreshingly human.
Tune in to learn how to scale smartly across markets, lead with curiosity, and build in a deeply regulated space like healthcare.
and lots more!
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Get in touch with our Founder and Host, Vidit Agarwal directly Here
Contact us to discuss sponsorship opportunities, recommend future guests or share feedback, we love hearing how to improve!
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Show notes
Timestamps
About us
The High Flyers Podcast features in-depth interviews with the world’s most relatable role models in business, tech, finance, government and sport in the US, Australia, Singapore, India and New Zealand.
Launched over 6.5+ years ago - our 275+ guests come from various industries around the world including:
Investing and Finance (VC, PE, Pension Funds, Family Offices)
Our guests across venture capital, growth investing, institutional capital, banking, pension funds and family offices include: Keith Rabois (MD, Khosla Ventures), Jason Collins (CEO, BlackRock Asia Pacific), Ryan Beiermeister (Partner, Founders Fund), David Haber (General Partner, Andreessen Horowitz), Kevin Hartz (Managing Partner, A*), Mike Vernal (Partner, Conviction; Ex-Sequoia), David Schneider (Growth Fund Co-Lead Partner, Coatue), Venky Ganesan (Managing Partner, Menlo Ventures), Mark Suster (Managing Partner, Upfront Ventures), Kelland Reilly (Partner, Airtree; Ex General Atlantic, D1), Niki Scevak (Managing Partner, Blackbird), Paul Bassat (Managing Partner, Square Peg), David Neal (CEO, IFM Investors), Sam Sicilia (CIO, Hostplus), Michael Kim (Partner, Cendana Capital), Beezer Clarkson (Partner, Sapphire), Gautam Chari (Head of Capital Commitments, Bank of America), David Shein (Managing Partner, OIF), Vivek Bhatia (CEO, MUFG), Rowan Simpson (Founder, Hoku) and more.
Technology, AI and software (Startups, Big Tech, Publicly Listed)
Our technology, AI and software guests include Jodie Auster (Uber’s Global Head of Travel), Sukhinder Singh Cassidy (CEO, Xero), Rob Giglio (CCO, Canva), Mel Silva (MD, Google), Jean-Michel Lemieux (former CTO, Shopify and Atlassian), Anil Sabharwal (Global VP, Google Chrome, Photos and Drive), Shiv Rao (CEO, Abridge), Jesse Zhang (CEO, Decagon), Dylan Babbs (Co-Founder & CTO, Profound), John Willett (Co-Founder & COO, Rogo), David Eckstein (CFO, Legora), John Haddock (CBO, Harvey), Stevie Case (CRO, Vanta), Jeanne DeWitt Grosser (COO, Vercel), Cristina Cordova (COO, Linear), Elena Verna (Head of Growth, Lovable), Jack Zhang (CEO, Airwallex), Tim Doyle (CEO, Eucalyptus), Andrew Fraser (President, Halter), Bowen Pan (creator of Facebook Marketplace) and more.
CEOs, Boards and Major Company Senior Executives
Our guests leading some of the world's largest and most recognisable organisations include Brad Banducci (CEO, Woolworths Group), Michael Schneider (CEO, Bunnings), Paul Grosmann (CEO, R.M.Williams), Andrew Penn (CEO, Telstra), Vandita Pant (CFO, BHP), Sanjeev Gandhi (CEO, Orica), Craig Tiley (CEO, Tennis USA), Brendan Hargreaves (CFO, Officeworks), Andrew Fraser (Board Chair, Bank of Queensland), Jaddan Cummerford (CEO, Unified Music), Ed McManus (CEO, Deliveroo) and more.
Government and Policy Makers
Our government, diplomatic and public-policy guests include Malcolm Turnbull (Prime Minister of Australia), Amit Singh (Managing Partner, Mandala), Peter Varghese (Secretary of Australia's Foreign Service), Philip Green (Australia’s High Commissioner to India), Brendan Dowling (Deputy Secretary, Australia's Department of Home Affairs), Mukund Narayanamurti (General Manager for South Asia, Austrade) and Ryan Neelam (CEO, Centre for Australia-India Relations, Australian Government).
Professional Athletes
Steve Solomon (400m Olympic Sprinter), Ed Cowan (Former Test Cricketer), Trent Cotchin (3x Premiership Winning Captain, Richmond FC), Lisa Stahelakar (World Cup Winning Captain, Australian Womens Cricket Team).
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