Robert Ribciuc

Robert Ribciuc is a pricing strategy and monetization expert and the founder of EBITDA Catalyst, a boutique advisory firm that has driven profitability and revenue growth across dozens of engagements with leading consumer, digital, and tech brands, for private equity and VC portfolio companies.

His expertise is directly relevant to the mental health space, where breakthrough innovation too often stalls at the commercialization stage. Robert believes the next wave of mental health solutions will only reach the people who need them if the companies building them can win commercially — attracting the capital, talent, and market traction that sustainable impact requires. He is passionate about helping mental health innovators design pricing models that balance mission and margin, build value-based go-to-market strategies, and use rigorous primary research to validate willingness to pay. Commercial success in mental health is part of the mission — the engine that funds the next breakthrough.

Robert’s engagement with mental health runs deeper than professional interest — it is woven into the fabric of his own life. Through navigating a journey of deep lived experience, he understands both what good management looks like and how quickly the ground can shift. He has known both the darkness of acute episodes and the hard-won brightness of a life rebuilt.

His passion to find progress for those living with mental health challenges led him to connect personally with 100+ leaders and people in the lived experience community — authors, investors, advocates, and clinicians. He conceived the Neurodiversity Index in Corporate Equality (NICE) in 2017, years before workplace mental health became a mainstream conversation. He served on the board of Disability:IN Minnesota, advised for-profit and non-profit leaders in the space, and was among the first US recipients of an InsideOut Leadership Award.

Robert holds a CFA, Certified Pricing Professional (CPP), and NACD.DC designations, has taught as an adjunct professor at the University of Minnesota’s Carlson School, and has been recognized as a Top 99 Global Pricing Thought Leader. He lives in Minneapolis with his wife and daughter.