About PlayMind Labs
We're on a mission to revolutionize sports betting through behavioral intelligence and responsible gaming technology.
Our Mission
PlayMind Labs exists to make betting smarter, not bigger. We're the seatbelt, not the gas pedal. Our goal is to help you understand your psychology, recognize harmful patterns, and make more informed decisions. Always bet responsibly and never wager more than you can afford to lose.
Our Vision
A world where every sports bettor has access to sophisticated behavioral tools and analytics that help them understand their patterns, manage emotions, and make rational decisions. We envision a future where responsible gaming and data-driven insights go hand in hand.
Our Story
PlayMind Labs was born from a simple observation: while sports betting has become increasingly sophisticated with advanced analytics and real-time data, the human element—emotions, biases, and behavioral patterns—was largely overlooked.
Our founders, bringing together expertise in behavioral psychology, financial technology, and artificial intelligence, recognized an opportunity to bridge this gap. They saw that the most successful bettors weren't just those with the best data, but those who understood themselves and maintained emotional discipline.
Today, PlayMind Labs stands at the intersection of behavioral science and cutting-edge technology, providing users with the tools they need to bet smarter, stay in control, and enjoy sports betting as a form of entertainment rather than a source of stress.
Meet Our Founders
Shay Bouchles
Chief Executive Officer
Originally from Maine and based in New York City since 2020, Shay brings a unique blend of educational expertise, entrepreneurial experience, and technical capability to the role. She holds a Master's degree in Environmental Policy and Sustainability Management from The New School and an undergraduate degree from the University of Maine, with academic foundations in research methodology and systems-level thinking that inform her approach to behavioral fintech. As a passionate vibecoder, Shay excels at rapid prototyping and product iteration using cutting-edge AI-assisted development platforms including Windsurf, Claude, Lovable, Vercel, Cursor, v0, Bolt.new, and Replit—translating complex psychology research into intuitive user experiences at speed. Her commitment to continuous upskilling through hackathons has included winning hackathon competitions and consistently building real-world impact solutions, sharpening both her technical capabilities and her ability to ship ideas fast. Prior to launching PlayMind Labs, she founded and led Saved by the Plate Inc., a nonprofit focused on advancing food justice and community education by connecting urban youth to local sustainable food systems—an experience that sharpened her skills in mission-driven fundraising, board management, nonprofit operations, and scaling social impact. Across her ventures, Shay has built teams, led community partnerships, and successfully navigated accelerator programs including Communitas Ventures, demonstrating her ability to synthesize social impact mindset with for-profit growth strategy. At PlayMind Labs, she leads product vision, user empathy research, AI-human psychology integration, and partnerships, ensuring the platform helps bettors make smarter, safer decisions while building a sustainable business model for responsible gaming technology.
Sergio Monterroso
Chief Financial Officer
Sergio Monterroso is the CFO of PlayMind Labs, bringing a robust foundation in finance, data science, and social impact entrepreneurship to the company's mission of transforming sports betting through behavioral psychology and AI. With a Bachelor's degree in Finance and Economics from Arizona State University's W.P. Carey School of Business and a Master's in Data and Social Research from Queens College, Sergio combines quantitative rigor with a deep commitment to addressing social inequality. Prior to co-founding PlayMind Labs, he served as Executive Director of G.I.V.E. (Global Impactful Vision Efforts), Inc., a nonprofit focused on combating food insecurity, and spent over four years as a Business Consultant at Growth Consulting Enterprise, where he developed expertise in financial strategy, operations, and data-informed decision-making. Sergio's work has been recognized by the Idealist Action Incubator, where he was named a 2025 Spring Cohort winner for his innovative approach to addressing systemic challenges. At PlayMind Labs, he leads financial planning, business modeling, and strategic growth initiatives, ensuring the company's technology serves both profitability and responsible gaming outcomes.
Diamond Mc Pherson
Chief Marketing Officer
Diamond Mc Pherson is the Chief Marketing Officer of PlayMind Labs, leading the company's global brand strategy, digital engagement, and community growth across the evolving landscape of sports betting innovation. With nearly two decades of IT leadership and digital transformation experience, Diamond brings a unique, data-driven perspective to marketing—bridging technology, analytics, and creativity to amplify PlayMind's presence and purpose. Holding a Bachelor's degree in Computer/Information Technology Administration from the University of Hertfordshire, an Associate's degree in Operating Systems Management from COSTAATT, and a Postgraduate Certificate in Cloud Computing from the University of Texas at Austin, he leverages his AWS Certified Solutions Architect expertise to design scalable, insights-powered campaigns. Before joining PlayMind Labs, Diamond served as Regional Hyper Support Coordinator at the International Rescue Committee, where he led global initiatives that increased engagement and digital adoption across LATAM, Africa, and Europe. His deep understanding of user experience, systems thinking, and digital communication drives PlayMind Labs' mission to connect data, emotion, and decision-making at the intersection of AI and sports intelligence.
Juan D. Petter
Chief Technology Officer
Juan D. Petter is the CTO of PlayMind Labs, overseeing all technical strategy and driving the design and implementation of AI-driven platforms that fuse behavioral science with advanced analytics. His work empowers users to understand emotional patterns, optimize betting decisions, and gain actionable insights from complex data. With a focus on safe, reliable, and transparent AI systems, Juan ensures that PlayMind Labs' technology aligns with its mission of helping users win responsibly, leveraging data, discipline, and predictive modeling.
Our Values
Responsibility
We prioritize user welfare and responsible gaming above all else.
Science-Based
Our methods are grounded in behavioral psychology and data science.
Transparency
We believe in open communication and honest user relationships.
Innovation
We continuously push the boundaries of what's possible in betting analytics.
Join Our Community
Be part of a growing community of responsible bettors who use data and behavioral insights to make smarter decisions.