Serbia
“If you combine science, purpose and the right support — even the smallest idea can grow into something that truly improves lives.”
— Olga Petrovic, CEO & Co-founder, Neofunction
When COVID-19 disrupted global supply chains, most health professionals waited out the storm. But not Olga Petrovic — a Serbian dentist with a vision. With toothbrush shipments on hold and patients struggling with oral hygiene, she asked a bold question:
What if we created something better for everyone?
The result was NeoPill — a non-invasive, science-based oral hygiene device that enhances cleaning for people with braces using mild electric current.
But what makes the story remarkable isn’t just the technology. It’s what came after: a journey of acceleration, internationalisation, and purpose-driven scale-up supported by the EIT Jumpstarter and EIT Jumpstarter Next programme — flagships of the European Institute of Innovation and Technology (EIT).
NeoPill’s journey exemplifies how the EIT community builds bridges for deep tech ventures in Widening countries.
Founded in Belgrade, Serbia — a non-EU country — Neofunction established new legal entities in:
Their device, now distributed B2B across the Balkans, is gaining traction ahead of EU-wide expansion.
NeoPill’s functionality?
In just 30 seconds, it supports plaque reduction in areas unreachable by a toothbrush — helping prevent cavities and gum disease in a group otherwise underserved by standard tools.
It’s not a replacement, but a smart, scalable complement.
“We’re not replacing toothbrushes — we’re enhancing oral care where traditional tools fall short,” explains Olga.
“Our competitors are also our partners. Together, we complete the picture.”
Their innovation approach directly responds to key societal challenges, such as dental health equity and preventative care, aligning with the AI Continent Action Plan by embedding intelligent design in consumer wellness.
Neofunction’s rapid rise is a case study in how strategic public support can catalyse market-ready innovation.
After founding the startup in March 2023, the team joined EIT Jumpstarter just one month later — a decision that proved transformational.
“EIT Jumpstarter helped us turn a promising idea into a solid business. It was more than an accelerator — it gave us clarity, global thinking, and a pathway to build something meaningful.”
The team went on to win:
Through the EIT Jumpstarter Next programme, NeoPill gained:
The experience included:
With all this help from EIT, NeoPill already has three branches in 2025 — in Hungary, Serbia and the U.S.
This level of support embodies the Startup and Scaleup Strategy promoted in the European Commission’s Competitiveness Compass package — bridging innovation with the tools and mentorship needed to go beyond borders.
Olga’s team has grown lean but resilient — combining local production with high international ambition.
Their work supports:
…modelling how science and technology can empower founders — especially women — in less traditionally represented regions.
“We didn’t come from an innovation hotspot. But with the right guidance, we’ve shown that impact doesn’t require geography — it requires vision and consistency.”
In addition to business scale, NeoPill’s founders are contributing to the development of a highly skilled workforce — training across:
…proving how entrepreneurship multiplies value beyond economic return.
Today, NeoPill is:
A new add-on for general use is also in the works — expanding reach from the orthodontic niche to the global oral hygiene market.
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