BetterUp
BetterUp operates an AI-powered Human Transformation Platform combining a 4,000+ ICF-certified coach network with proprietary behavioral AI, sold exclusively through enterprise direct sales to large organizations and government agencies seeking workforce leadership, manager, and AI coaching solutions.
- Company typePrivate
- Founded2017
- HeadquartersSan Francisco, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What BetterUp does
BetterUp operates an AI-powered Human Transformation Platform that combines a curated network of 4,000+ ICF-certified human coaches with proprietary behavioral AI, serving large enterprises and government organizations. The platform is organized into four product modules—BetterUp Lead (leadership development for executives and critical talent), BetterUp Manage (manager effectiveness for people leaders), BetterUp Grow (AI coaching for every employee), and BetterUp Ready (workforce resilience at scale)—all unified through the proprietary Whole Person Model assessment that links mindsets, behaviors, and competencies to measurable business outcomes. The technology embeds AI nudges, prompts, and reflections directly into enterprise workflow tools including Slack, Microsoft Teams, Workday, Salesforce, and calendars, and draws on one of the largest behavioral datasets in the industry with 200M+ data points across 410,000+ members. The company has expanded its AI and clinical capabilities through the acquisitions of Motive and Impraise (2021), Crescent Health (2023), and Heyday (2024), and the BetterUp Grow AI-only product is reported to be valued at $4.7B as a standalone asset.
BetterUp sells exclusively through an enterprise direct-sales motion, with quote-based annual subscriptions priced per deployment, no public self-service offering, and a target buyer set of CHROs, HR leaders, and executives at large organizations. Its customer base spans marquee enterprise names—Google, Salesforce, Workday, Accenture, Moderna, Mercedes-AMG PETRONAS F1 Team, Chevron, Lumen Technologies, John Muir Health, Compass Group, Eaton—plus government and public-sector relationships including the U.S. Air Force and NYC Public Schools. The company runs an active thought-leadership and research engine (BetterUp Labs, Stanford Social Media Lab partnership) and an annual Uplift summit featuring speakers such as Adam Grant, Brené Brown, and Kristen Bell. BetterUp is a privately held Delaware corporation headquartered in Austin, Texas (with offices in San Francisco and Toronto), led by CEO and co-founder Alexi Robichaux, and has raised approximately $570M+ in venture capital across multiple rounds, the largest being a $300M Series E in October 2021 led by ICONIQ Growth, Lightspeed Venture Partners, and Wellington Management.
BetterUp firmographics
Firmographics- Name
- BetterUp
- Legal name
- BetterUp, Inc.
- Website
- https://betterup.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- BetterUp operates an AI-powered Human Transformation Platform combining a 4,000+ ICF-certified coach network with proprietary behavioral AI, sold exclusively through enterprise direct sales to large organizations and government agencies seeking workforce leadership, manager, and AI coaching solutions.
- Ownership category
- akta.pro rank
BetterUp industry classification
Industry- Product category
- AI Coaching Platform
- NAICS
- Professional and Management Development Training (611430), Educational Support Services (61171)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Performance Management & OKRs (BPACAPAF)
- akta.pro secondary industries
- AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ), End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)
Keywords
Where BetterUp is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
BetterUp business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Enterprise Coaching Subscriptions: B2B SaaS subscription model providing AI-powered coaching platform access to enterprise organizations. Pricing is quote-based and customized to company size, goals, and number of users. Includes platform access, coach matching, assessments, and integration services.
- Securities Exemption: SEC Form D filing for exempt offering of securities totaling $214,699, indicating capital raise activity separate from operating revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise quote-based pricing customized to organizational needs and scale |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
BetterUp product offering
Product offeringCore offering
BetterUp provides an AI-powered Human Transformation Platform that combines a network of 4,000+ ICF-certified human coaches with AI coaching delivered natively inside enterprise workflow tools (Slack, Teams, Workday, Salesforce, calendars). The platform is sold as a B2B enterprise subscription covering leadership development (BetterUp Lead), manager effectiveness (BetterUp Manage), AI coaching for all employees (BetterUp Grow), and workforce resilience (BetterUp Ready), with all components tied together by a proprietary Whole Person Model assessment.
Product overview
BetterUp offers a unified Human Transformation Platform combining AI-powered coaching with a network of over 4,000 ICF-certified human coaches. The platform is organized into four interconnected modules: BetterUp Lead (executive leadership development), BetterUp Manage (manager effectiveness), BetterUp Grow (AI-powered coaching for all employees), and BetterUp Ready (workforce resilience). The platform uses a proprietary Whole Person Model assessment to measure mindsets, behaviors, and competencies, connecting all coaching modalities—from AI nudges to human 1:1 sessions—to measurable business outcomes. Recent product evolution includes the Fall 2025 Human + AI Coaching for All release, which integrates AI for daily skill-building with human coaching for transformational breakthroughs, delivered natively through Slack, Teams, Workday, Salesforce, and calendar tools.
Differentiator
Problem solved
Functional benefit
Brands
- BetterUp Lead: Leadership coaching product for critical talent development with coaching and AI support
- BetterUp Manage
- BetterUp Grow
- BetterUp Ready
- BetterUp AI
- Human Transformation Platform
Products and services
- BetterUp Human Transformation Platform Unified AI-powered coaching platform combining human coaching with AI nudges, assessments, and performance intelligence, sold to enterprise organizations and measured against CEO-friendly metrics like manager effectiveness, attrition, and productivity.
- BetterUp Lead Leadership development coaching product for executives and critical talent, combining human coaching with AI support to develop judgment, clarity, and strategic leadership capabilities.
- BetterUp Manage Manager effectiveness coaching product for people leaders, providing always-on coaching to help managers develop teams, execute on priorities, and improve performance.
- BetterUp Grow AI-powered coaching available to all employees in the moment they need it, personalized to the skills and competencies the business actually requires; the scalable AI-only component of the platform.
- BetterUp Ready Workforce resilience coaching at scale, providing resilience and adaptability coaching to help people stay productive during organizational change, reorgs, M&A, and disruption.
- BetterUp for Government Specialized coaching solution for government agencies and public sector organizations, addressing workforce development, leadership, and resilience needs in the public sector.
- BetterUp Whole Person Model Proprietary behavioral assessment framework that measures mindsets, behaviors, and competencies driving workplace performance, with all platform components (assessments, human coaching, AI nudges, and reporting) plugging into this unified model.
Quantifiable outcome
- 2.1x increase in productivity
- +12 more outcomes
Companies that use BetterUp
Customer profileNamed customers15 records
Segments6 records
Ideal customer profiles3 records
BetterUp technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability9 records
Feature8 records
BetterUp partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, flagship and major.
- International Coaching Federation (ICF)coreGlobal partnership to advance the field of professional coaching. Includes collaboration on industry standards, research, and events such as the ICF Converge Summit scheduled for Paris May 17-19. Positions BetterUp as a leader in professional coaching development and credibility.
- Mercedes-AMG PETRONAS F1 TeamflagshipNorth American supplier partnership expanded to include F1 Academy Programme. Provides all members of junior team full access to Human Transformation Platform for mental resilience and performance coaching. Builds on main F1 team's 2.3x improvement in employee flourishing.
- Invictus Games FoundationcorePartnership renewal continuing free access to human transformation platform for wounded, injured, and sick veterans and service personnel worldwide. Includes AI-powered coaching and personalized support through We Are Invictus platform. Veterans showed 52% increase in goal attainment and 47% increase in resilience.
- WorkdaycoreExpanded partnership enabling BetterUp coaching integration within Workday. Helps managers act on employee feedback and drive measurable results through Workday's HR systems. Provides personalized performance benchmarks tied to Workday data.
- Stanford Social Media LabcoreResearch partnership with Stanford's Social Media Lab to study AI's impact on workforce performance. Collaborated on research identifying 'workslop' phenomenon and studying deskilling effects of AI assistance across medicine, software engineering, and pilot contexts.
- NYC Public SchoolsmajorExecutive coaching program for central office staff supporting nation's largest school system of nearly 1 million students across 1,800 schools. Offers both human and AI-powered coaching options targeting skills like agency, agility, and clarity while improving organizational culture.
- Prince Harry (Chief Impact Officer)flagshipPrince Harry serves as Chief Impact Officer at BetterUp, bringing high-profile credibility to the company's mission of human transformation and mental health support.
Scale indicators12 records
Recent moves6 records
Expansion highlights7 records
BetterUp competitors and assessment
Company assessmentDirect peers
- Lyra Health: Lyra Health is a direct enterprise competitor offering mental health and coaching benefits. BetterUp partners with Lyra for Salesforce's mental health support, underscoring overlap in the same CHRO buyer and benefit-category wallet.
- Sounding Board: Sounding Board provides enterprise leadership and development coaching with a global coach network. It targets the same enterprise buyers (CHROs, L&D leaders) with a similar blend of human coaching and digital tooling.
- CoachHub: CoachHub is a Berlin-headquartered enterprise digital coaching platform with a global coach marketplace. It competes head-on with BetterUp's enterprise coaching subscriptions across European and multinational accounts.
- EZRA (Lifted): EZRA (now operating under Lifted) is a digital coaching provider focused on leadership and manager development for global enterprises. It overlaps directly with BetterUp Lead, Manage, and Grow offerings.
- Torch Leadership Labs: Torch provides enterprise coaching and leadership development programs for managers and executives. It competes with BetterUp in the same manager and leadership coaching segment with similar coaching-network economics.
- Headspace Care (formerly Ginger): Headspace Care offers enterprise mental health coaching and therapy. It competes for the same well-being and employee-support wallet as BetterUp's coaching and resilience products.
Broad incumbents
- Calm Business: Calm Business sells enterprise mindfulness and resilience subscriptions to HR buyers. It overlaps with BetterUp Ready on workforce resilience and competes for the same corporate well-being budget.
- LinkedIn Learning: LinkedIn Learning provides enterprise skill development at massive scale within the broader LinkedIn talent platform. It competes for L&D budget alongside BetterUp Lead and Manage, especially for individual contributor development.
- Cornerstone OnDemand: Cornerstone OnDemand is an established talent management and learning platform with deep enterprise HR integrations. It competes with BetterUp at the L&D platform layer and bundles adjacent coaching and development features.
- Coursera for Business: Coursera for Business delivers enterprise learning, certification, and skill development at global scale. It competes with BetterUp Grow for the same employee upskilling budget under CHRO ownership.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights7 records
Customer concentration
BetterUp social profiles
Digital presenceBetterUp financial estimates
Financial estimateRevenue estimate
Valuation estimate
BetterUp leadership team
Management profileNumber of profiles
Profiles10 records
BetterUp subsidiaries and ownership
Company hierarchySubsidiaries2 records
BetterUp funding detail
Funding detailFunding overview
Funding rounds8 records
Investors22 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BetterUp M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BetterUp
What does BetterUp do?
BetterUp provides an AI-powered Human Transformation Platform that combines a network of 4,000+ ICF-certified human coaches with AI coaching delivered natively inside enterprise workflow tools (Slack, Teams, Workday, Salesforce, calendars). The platform is sold as a B2B enterprise subscription covering leadership development (BetterUp Lead), manager effectiveness (BetterUp Manage), AI coaching for all employees (BetterUp Grow), and workforce resilience (BetterUp Ready), with all components tied together by a proprietary Whole Person Model assessment.
Is BetterUp a public or private company?
BetterUp is a private company. It is classified as venture growth investor backed and is currently operating.
When was BetterUp founded?
BetterUp was founded in 2017. It employs 501 to 1,000 people.
Where is BetterUp based?
BetterUp is headquartered in San Francisco, United States, in the North America region.
How does BetterUp make money?
Two revenue lines are on record. Enterprise Coaching Subscriptions are the primary driver. The others are securities Exemption.
Who are BetterUp's main competitors?
Direct peers on record are Lyra Health, Sounding Board, CoachHub, EZRA (Lifted), Torch Leadership Labs and Headspace Care (formerly Ginger). Broad incumbents are Calm Business, LinkedIn Learning, Cornerstone OnDemand and Coursera for Business.
Does BetterUp have an API?
No public API is recorded for BetterUp.
What industry is BetterUp in?
BetterUp's product category is AI Coaching Platform. Its primary akta.pro industry code is BPACAPAF, Performance Management & OKRs, with a secondary code of HDAEANAJ, AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs). Its NAICS code is 611430 and its SIC code is 7372.