The Whitecoat effect means that some individuals become stressed while a cuff is inflating around their arms. It is true that during the initialization procedure, the inflation of the Aktiia cuff might increase your blood pressure due to the induced stress. However, it is important to consider that this increased blood pressure will be equally recorded by the Aktiia initialization cuff and the Aktiia Bracelet. This increase will thus not affect the outcome of the procedure. 

 

So, if a user is affected by the whitecoat effect, Aktiia will show high BP readings during initialization. However, after that, the subsequent BP readings provided by the bracelet will tend to decrease because the whitecoat effect will not persist: remember that the bracelet measures in the background in an entirely discreet manner.