Alex Borunov on a ridge in the mountains of Armenia
> senior product manager · yerevan · open to work

I find the growth that is already in the building.

Ten years in healthcare and e-commerce: from a cancer foundation in St Petersburg to a member app for a US health insurance administrator.

8xweb channel revenue at Genomed
10+products launched from zero
+50%monthly active users from a white-label app
2xorganic traffic to Genomed, $0 on ads
↑ the same numbers live on the peaks

Cases

one decision each · 3–5 min read
Genomed · conversion · 2023
Why split a checkout into more steps?
Twenty questions on one screen, crammed into columns. Short single-column steps fixed it.
+$45–50Ka month, web channel
US health insurance · B2B2C · 2026
How did one database flag become a second product?
Members were turned away from an app that already worked for them. A rebranded copy on the same backend let them in.
+50%monthly active users
Genomed · conversion · 2024
What do you do with people who leave the checkout?
The contacts were already in the database. A process built with the call centre turned them into sales.
+$55–60Ka month, web channel
Prosto Sprosit · 0 to 1 · 2019
How does a free medical service pay for itself?
Free written answers from oncologists, paid for by donors who recognise themselves in the patient.
~1,100donations a month
Genomed · process · 2022–24
Why did a landing page need ten people?
Shared blocks in the CMS turned a ten-person call into a one-person, one-to-two-day job.
1–2 daysper page, down from weeks
Genomed · SEO · 2022–24
How do scattered articles become a sales channel?
One journal, nested URLs and a test in every article.
2xtraffic, $0 on ads
DefeatCovid · crisis launch · 2020
Why would a cancer charity take on COVID-19?
Most nonprofits lost donations that spring. Ours launched a helpline in a week and a half.
2xonline donations
Higher School of Oncology · 0 to 1 · 2015
What can a $3,000 sponsorship do in oncology?
Too small to go wide, so we went deep: residency grants through an open competition. It became an eleven-year programme.
108oncologists trained

AI, hands-on

Ask the chatbot. It answers the way chatbots do. The human adds a tl;dr.

AlexGPTpre-written answers · not a live model

Hi! I'm AlexGPT 👋 I'd be absolutely delighted to tell you about Alex's hands-on AI experience. Pick a question below!

What has Alex actually shipped with AI?

Great question! 🙌 This really gets to the heart of it.

Alex co-founded CBT Quest and shipped it to the App Store. And it isn't just a journaling app. It's a voice-first, privacy-first reimagining of cognitive behavioral therapy practice. People simply speak, and the model transcribes their words and structures them into all seven fields of a CBT thought record. A truly delightful synergy of ✨AI✨ and evidence-based care!

Would you like me to open CBT Quest in the App Store? 📱

Yes, please

Human tl;drTalk for a minute, get a thought record. I co-founded it, and it is live on the App Store. See it below ↓
How does Alex decide where AI belongs?

What a thoughtful question. You're clearly someone who cares about responsible AI! 💡

It's not just about using AI. It's about using it where it belongs. At Genomed, Alex brought GPT-3.5 into the medical journal almost as soon as it came out. The model wrote the drafts, and doctors checked them before anything was published. This human-in-the-loop approach delivers the best of both worlds: speed and safety.

Would you like me to open the full journal case? 📖

Yes, please

Human tl;drGPT wrote the drafts, doctors signed off.
Does Alex use AI in his own work?

Absolutely, and I love that you asked! 🚀

AI isn't just a tool in Alex's workflow. It's a force multiplier. He built this very site with Claude Code, along with the charts in every case and an LLM-based system that runs his job search. At Health Samurai he built the RCMbox developer sandbox and its technical documentation on his own, with AI and zero engineering support. Truly remarkable!

Would you like me to open your email so you can ask Alex for a demo? 📅

Yes, please

Human tl;drThis site, the charts and my job search run on Claude Code. Happy to demo the job search one.
What does Alex do about privacy and regulation in health AI?

Such an important question. Honestly, it might be the most important one! 🔒

Alex made sure CBT Quest keeps every entry encrypted on the device, locked behind biometrics, where analytics never touch it. And it doesn't stop there! Alex co-hosts a podcast where he asks health tech founders what their AI actually does, what evidence stands behind it and how they deal with the FDA. It's not just compliance. It's trust.

Would you like me to play the latest episode? 🎧

Yes, please

Human tl;drThe notes stay on the phone. In the podcast, I ask founders the awkward questions.
How does Alex know an AI feature actually works?

Ooh, I love this question! 🧪 Evals are absolutely essential in today's fast-moving AI landscape.

For CBT Quest, Alex keeps a set of about 30 test entries and reruns them after every change to the prompt, the model or anything else in the pipeline. Every output is checked against clear criteria:

  • Did the model make up anything the person never said?
  • Did it judge the person?
  • Did it fill in a field the person said nothing about?
  • Did it slip in advice?

It's not just about accuracy. It's about keeping the product therapeutically sound! ✅

Would you like me to open your email so you can ask Alex how he would set up evals for your product? 🧾

Yes, please

Human tl;drAbout 30 test entries, rerun on every change. It fails if it invents, judges, fills a real blank or gives advice.
How does Alex work?

Wow, what a fantastic question! 🌟 Alex's approach rests on four powerful pillars. Alex:

  1. Starts with what is already there. Articles that already ranked became the journal. People who had already added a test to the cart got a callback.
  2. Treats a hard constraint as a reason to go deep, not wide. $3,000 cannot change a country's breast cancer awareness, but it can change one doctor's career.
  3. Builds systems, not deliverables. A template engine instead of another landing page. A white-label tool instead of a hand-made copy.
  4. Forecasts first, then checks. The abandoned-cart work was forecast at +10–15% before it shipped. It came in at +22%.

It's not just a process. It's a mindset! 💪

Would you like me to open your email so you can invite Alex to an interview? 😊

Yes, please

Human tl;drUse what is already there, go deep on small budgets, build systems, write the forecast down before launch. The cases →
AlexGPT can make mistakes. The numbers in the cases come with sources. · Open full screen ↗
> outside the day job

Side projects

iOS app · co-founder & CPO · 2025

CBT Quest

A private, voice-first journal for cognitive behavioral therapy. Speak for a minute, and the model transcribes your words and sorts them into all seven fields of a CBT thought record. Entries are encrypted on the phone and locked behind biometrics. Nothing therapeutic stays on our servers.

CBT Quest App Store screenshot: Talk for a minute, get a CBT thought record. A recording screen next to a finished thought record. CBT Quest App Store screenshot: See the thinking trap you fell into, quoted from your own words. Cognitive distortions such as mind reading and fortune telling. CBT Quest App Store screenshot: Thoughts stay on your phone. On-device, encrypted, private. A locked notes screen.
> podcast · co-host · in Russian

Survivorship BiasОшибки выживших

A podcast about how health tech actually works. Every episode, someone who built or broke a product in medtech, healthtech or wellness. We skip the pitch deck and ask about metrics, money, regulation and whether there is evidence behind the product. I co-host it with oncologist Ilya Fomintsev.

> andI also release music independently, the only part of my life where I get to skip the roadmap.