CraftXR is equipping future healthcare workers with the emotional intelligence skills they’ll need to thrive in complex, people-first environments.
Emotional intelligence might be the critical skill most professionals never formally learn—CraftXR is here to change that.
Founded by Farzana Aktar and Hamza Afzaal, CraftXR Technologies is a Calgary-based startup that blends extended reality (XR) and artificial intelligence (AI) to train learners in one of the most overlooked yet essential competencies: emotional intelligence.
With immersive, scenario-based simulations and AI-powered feedback, professionals can develop the ability to recognize, understand, and manage their own emotions as well as the emotions of others in a low-stakes environment. Before the real fumbles occur.
For Aktar, the problem is personal.
“When I started working, I quickly realized that I lacked many of the required non-technical skills, deeply rooted in emotional intelligence,” she says. “I knew how to work with data; data wasn’t complicated or scary. But with people, it was a different story. I felt lost when trying to navigate tough conversations or understand nuanced perspectives. I had never formally learned it.”
That realization planted the seed for CraftXR, a platform built to prepare people for high-stakes human interaction.
The startup’s immediate focus on allied health professionals—healthcare providers who are not doctors or nurses but play critical roles in patient care, such as physiotherapists, radiologists, and paramedics—stems from a clear market need.
These roles, which make up about 60% of the healthcare workforce, often require high levels of emotional engagement and empathy.
Yet traditional training programs leave little room to practice those non-technical skills in a meaningful context.
CraftXR’s simulations are designed to fill that gap, offering learners repeatable experiences in challenging, often-overlooked situations, before dealing with patients.
The company’s progress thus far owes to both the team’s relentless efforts and their deep connection to the University of Calgary’s innovation ecosystem—especially through the Hunter Hub for Entrepreneurial Thinking.
Aktar and Afzaal have participated in several Hunter Hub-supported programs, including Evolve to Innovate, Launchpad, and Lab2Market Launch.
“What I got from my experiences at the Hunter Hub can be summed up in three words,” says Aktar. “Momentum, courage, and hope.”
She credits the programs not only with strategic advice and pitch development, but also with emotional, mental, and community support—critical ingredients when navigating early-stage startup volatility.
That support has helped CraftXR push toward ambitious goals.
The company is actively expanding its network, validating use cases with educators and healthcare organizations, and pursuing new funding opportunities.
While healthcare remains the current focus, the team sees a future where emotionally intelligence training becomes foundational across multiple industries—from customer service and hospitality to emergency response and education.
Looking ahead, CraftXR will be one of ten startups representing UCalgary at Web Summit in Vancouver this May.
Both founders are eager to connect with global players and showcase their technology to a wider audience.
“At Web Summit, I’m committed to expanding my network 10x, engaging with new people and potential investors,” says Aktar.
Afzaal echoes the sentiment: “I’m hoping to meet with people from Grammarly, Qualcomm, and other industry leaders I look up to. It’s a great opportunity to grow our reach and keep learning.”
The Hunter Hub for Entrepreneurial Thinking is proud to support ten of UCalgary’s most promising startups at Web Summit. These ventures, founded by students, researchers and alumni, have been supported by the Hunter Hub through various programming, mentorship, hands-on learning opportunities, and a rich community driven by entrepreneurial thinking and creative innovation.
Planning to attend Web Summit? Visit the Hunter Hub’s booth to connect with CraftXR and the nine other ventures making waves in UCalgary’s innovation ecosystem.
Ready to take your first (or tenth) step into entrepreneurship at the University of Calgary? The Hunter Hub for Entrepreneurial Thinking is here to support you as you embark on your entrepreneurial journey, whatever form that may take. Through a variety of programs, services, and year-round community events, the Hunter Hub is here to meet you where you are — whether you’re looking to pitch a startup, develop your business, or simply dive deep into an issue that ignites you. Visit the Hunter Hub website to learn more.
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