As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Sofia Esteves Carvalho.
Sofia Esteves Carvalho, originally from Toronto, is a visionary entrepreneur and healthcare innovator dedicated to solving complex problems in medication safety and compliance. She is the founder and CEO of SecretBox, a groundbreaking health-tech company that has developed a smart pill bottle designed to prevent medication misuse and improve patient compliance. Sofia’s journey as an entrepreneur began with a personal struggle to access migraine medication while traveling, which highlighted critical gaps in medication access and safety. Her background spans healthcare, biomedical engineering, and finance, providing her with the unique expertise to navigate the complexities of the health-tech landscape.
Sofia holds an MBA in Finance from Pepperdine Graziadio Business School, a Master of Science in Biomedical Engineering, and a Bachelor’s in Biochemistry. She combines her technical and business acumen with a strong commitment to patient safety and healthcare innovation.
Outside of work, Sofia is an avid golfer, a foster volunteer with One Dane at a Time rescue, and enjoys spending time on the water with her husband, Brennan. She is also passionate about supporting other women entrepreneurs and building networks that foster collaboration and growth. She is actively involved in networks like Y Combinator, the 10th House Collective, and the Female Founders Collective, where she champions women’s contributions in technology and healthcare. Driven by resilience and guided by the belief that challenges are opportunities in disguise, Sofia continues to push the boundaries of what’s possible in health-tech innovation.
Here’s what we found out about Sofia’s daily routine, followed by an exclusive Q+A.
What inspired you to become an entrepreneur, and what sparked the idea for your business?
My journey as an entrepreneur began with my own struggle to obtain migraine medication while traveling. Despite being a long-term, compliant patient, accessing my prescription was challenging and frustrating. This experience sparked the idea for SecretBox—a solution that makes medication access safer, smarter, and more reliable, especially for people with chronic conditions and those on high-risk medications. Coming from a family of immigrant entrepreneurs, starting a business never intimidated me. Watching my parents build something from the ground up taught me resilience and adaptability, instilling in me the belief that any challenge can be overcome with persistence.
As a woman navigating the business world, what challenges have you faced, and how did you overcome them?
One of the biggest challenges has been obtaining venture capital funding. The statistics aren’t great for women, but I’ve kept pushing forward, connecting with women in the industry to open doors and break down barriers. I stay persistent and refuse to let any “no” stop me from reaching my goals. I’ve also learned to lean into my strengths—understanding what I bring to the table and playing the game strategically. By using my unique skills to my advantage, I’ve been able to navigate the business world more effectively and turn challenges into opportunities.
How do you balance the demands of running a business with maintaining a healthy personal life?
It helps that my husband is also the CTO of SecretBox, so he understands the demands and commitment firsthand. To keep balance, I set strict time frames for work, often early in the morning when no one else is awake, so I can focus on both personal life and business. Setting boundaries has been key from the start.
Which networking strategies have most effectively built meaningful connections within your industry?
Y Combinator has been incredible for connections, and LinkedIn has been a powerful platform to connect with women in tech and health. The 10th House Collective and Female Founders Collective have also provided a supportive network, offering both camaraderie and valuable industry insights.
How do you approach mentorship, and how has it shaped your entrepreneurial path?
Mentorship is essential. I have two mentors of my own who provide guidance, challenge my thinking, and help me stay focused. I firmly believe that mentorship helps you grow faster by learning from others’ experiences and mistakes, which has been transformative in my journey.
What strategies have worked best for selling your products and reaching your ideal customers?
We’re still pre-revenue, but I’ve found that having a clearly defined target audience simplifies everything. When you truly understand your customer, it’s much easier to communicate your product’s value and make meaningful connections.
Which marketing techniques have been most successful for your business, and how do you track their performance?
We’re pre-revenue, so we’re still developing and testing different approaches, but our main focus is on building an audience that resonates with our mission and sees the value of SecretBox from day one.
Can you share a significant setback in your business journey and the steps you took to overcome it?
Funding has been a major hurdle. Each rejection is hard, but I’ve learned to keep putting myself out there, honing my pitch, and seeking connections that align with our vision. Resilience and persistence have been key to overcoming each “no.”
What’s the most important advice you’d give to women just starting their entrepreneurial journey?
Keep trying, no matter what. Don’t be afraid to ask questions, learn from mistakes, and most importantly, connect with other women. There’s strength in community, and those connections can open doors and provide encouragement when you need it most.
Is there a mantra or quote that guides your actions and decision-making as an entrepreneur?
“You can’t control the wind, but you can always adjust your sails.” This reminds me that while challenges will come, I can always adapt and find a new way forward.
