For Louisa Heinrich, there's a few reasons why she called her company Superhuman.

So part of it is actually for my own benefit, to remind me of why I'm doing this and keep my head on straight.

The company's called Superhuman not because I fancy myself superhuman, 'cause that would be pretentious and horrible.

[laughs]But rather because I genuinely think that technology could give us all superpowers, but only if we apply it correctly, and we do that by putting people first and not the technology first and not the money first.

I think that people are the heart of the system, and that's where our focus needs to be.

So for Louisa, the company brand allows her to be more focused when approaching clients.

And that does help me, I suppose, market myself or distribute information on who we are and what we do.

And it also helps to make decisions about what to engage with and what to leave aside.