SORCE

What SORCE does

SORCE (legal entity Sorce Technologies, Inc., Delaware) is a Santa Monica-based developer of a biofeedback-driven coaching platform built around a proprietary camera-based Heart Rate Variability (HRV) assessment that runs on an iPhone's optical sensor without requiring wearables; raw signals are processed on-device and only derived insights leave the phone. The company's product surface spans five offerings: the SORCE App (the biometric measurement and daily coaching engine), The Practice (a global cohort-based leadership community with a 30-day immersive intake), Enterprise (customized diagnostics, leadership development and team coaching for organizations), and two extensions, SORCE Labs and the Regenerate Mentorship program. SORCE markets an "Energetic Literacy" framework that frames HRV-informed regulation as a core leadership competency for preventing burnout.

Commercially, SORCE operates a hybrid go-to-market: a consultative enterprise sales motion (intake via Typeform, listening sessions, and bespoke engagements targeting organizations like Unilever, Johnson & Johnson, Apple, Accenture and Abbott) layered on top of an application-based, cohort-driven self-serve channel for individual leaders. Pricing is not publicly disclosed, but terms make all program payments non-refundable, and revenue is split between recurring cohort/community subscriptions and professional-services-style enterprise engagements. The company reaches 3,000+ leaders across 17 countries, integrates with Slack, Microsoft Teams and WhatsApp, and is led by co-founders Jessica Corbin, Kristi Britto and Lisa May, supported by a technical bench including a CTO with prior IPO/exit experience and a Chief Scientist who was the founding CSO of eHarmony. No external funding, revenue figures or M&A activity are disclosed.

Name

SORCE

Legal name

Sorce Technologies, Inc.

Website

https://sorce.io

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

SORCE is a Santa Monica-based biofeedback and coaching platform that uses a proprietary camera-based HRV assessment (no wearables) to deliver enterprise consulting, a global leadership community called The Practice, and supporting Labs and Mentorship programs, primarily to large corporates and senior leaders across 17 countries.

Ownership category

akta.pro rank

Product category

Leadership Development & Biofeedback Coaching

NAICS

Professional and Management Development Training (611430), Human Resources Consulting Services (541612), Custom Computer Programming Services (541511)

SIC

Services-Management Consulting Services (8742), Services-Prepackaged Software (7372), Services-Membership Organizations (8600)

akta.pro primary industry

Stress Management & Burnout Prevention Coaching (HSADAGAD)

akta.pro secondary industries

Wellness Program Design & Accountability Coaching (HSADAGAC), Mental Wellness & Stress Management Devices (Biofeedback, Meditation/Neurostimulation Devices) (CRACAQAL), Behavior Change & Motivational Coaching (HSADAGAF), Health, Wellness & Lifestyle Noncredit Programs (EDAAAEAH), Mentorship, Coaching & Office-Hours Platforms (MPACALAG)

Keywords

• HRV biofeedback coaching
• Leadership development programs
• Burnout prevention platform
• Enterprise wellness consulting
• Camera-based biometric app

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. The Practice Cohort Programs: Global leadership community enrollment with cohort-based intake. Payments are non-refundable per Terms of Service. Includes 30-day immersive experience followed by invitation to ongoing practice.
2. Enterprise Consulting & Development: Customized organizational partnerships including diagnostics & analysis, tailored programming, leadership development (1-1 coaching), and team coaching. Partnerships are designed around specific organizational conditions.
3. Regenerate Mentorship Program: 12-week immersive journey for visionary leaders, creators, and change-agents. Explores science-backed practices to release draining habits and adopt regenerative frameworks.
4. SORCE Labs: Experiential exploration spaces combining HRV biofeedback with expert guidance on practices like mindfulness, movement, and personal growth.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

SORCE sells a wearable-free, camera-based Heart Rate Variability (HRV) biofeedback mobile application and a leadership development ecosystem built around "energetic literacy." Its offerings include a mobile HRV app with tailored daily coaching, a global cohort-based leadership community ("The Practice"), customized enterprise consulting and team coaching, focused "Labs" experiences pairing biofeedback with guided practices, and a 12-week immersive Mentorship program. Customers range from individual leaders to large enterprises such as Unilever, Apple, Nike, Coca-Cola, Accenture, and Johnson & Johnson.

Product overview

SORCE operates as an ecosystem advancing energetic literacy for leadership performance. The core offerings include The Practice (individual leadership community), Enterprise services (organizational implementation), and the SORCE App (biometric measurement technology). Supplementary offerings include Labs (focused practice exploration) and Mentorship (deep immersive program). All offerings integrate HRV-based insights with coaching and community support.

Differentiator

Problem solved

Functional benefit

Products and services

• The Practice A global leadership community for regenerative leaders offering a 30-day immersive experience with HRV insight, expert facilitation, and shared practice for embodied energetic literacy; individual leaders apply via cohort-based intake and are invited into ongoing practice.
• Enterprise Consulting & Team Coaching Customized organizational engagement that embeds energetic literacy into leadership and culture via diagnostics & analysis, tailored programming, 1:1 leadership development coaching, and team coaching; sold to enterprises through consultative sales.
• SORCE App (HRV Biofeedback Mobile Application) Mobile application that uses the iPhone camera (no wearables required) to take optical HRV assessments, delivers tailored daily audio coaching recommending push, maintain, or recover days, tracks trends, and feeds anonymized group dashboards for teams.
• Labs (SORCE Labs) Experiential exploration spaces combining HRV biofeedback with expert guidance on mindfulness, somatic practices, conscious movement, and personal growth; delivered as focused paid offerings within the SORCE ecosystem.
• Regenerate Mentorship Program A 12-week immersive journey for visionary leaders, creators, and change-agents exploring science-backed practices to release draining habits and adopt regenerative frameworks for living and leading.

Quantifiable outcome

• 3000+ leaders engaged across 17 countries
• +4 more outcomes

Named customers16 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• SlackcoreTechnology or IntegrationTechnology integration with Slack platform facilitating engagement and collaboration for SORCE users within their existing workflow environments.
• WhatsAppcoreTechnology or IntegrationTechnology integration with WhatsApp enabling communication and community engagement features for SORCE's leadership programs.
• Microsoft TeamscoreTechnology or IntegrationTechnology integration with Microsoft Teams facilitating engagement and collaboration within enterprise environments.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BetterUp: BetterUp is the dominant enterprise coaching and leadership development platform, combining AI-driven matching with human coaches. It directly competes with SORCE's Enterprise offering for corporate L&D and People team budget, though BetterUp focuses on 1:1 coaching breadth rather than biofeedback-measured burnout prevention.
• Whoop: Whoop is a wearable HRV and recovery tracking platform with growing enterprise and B2B channels for workforce performance monitoring. It competes on the biometric/HRV axis that SORCE's technology targets, though Whoop requires a dedicated wearable versus SORCE's camera-based approach.
• Calm: Calm is a leading consumer and enterprise mental wellness app offering meditation, sleep, and stress management content with a Calm Business division targeting employers. It competes for the same enterprise mental wellness budget as SORCE while offering a broader consumer content library at lower per-seat price points.
• Headspace: Headspace Health (now Headspace) provides mental wellness apps and enterprise solutions targeting burnout, stress, and resilience, with a Headspace for Work division. It competes directly with SORCE for enterprise wellbeing budget and similarly combines consumer cohorts with B2B contracts.
• Oura: Oura makes a smart ring focused on HRV, sleep, and readiness scoring with emerging enterprise and B2B offerings for workforce health. It competes on the same biometric-measurement value proposition as SORCE but with a hardware-anchored model rather than camera-only measurement.
• Wellable: Wellable is a corporate wellness platform offering programs, challenges, and content for employee wellbeing. It serves a similar enterprise HR buyer as SORCE but with broader wellness program management rather than a focus on biometric-measured burnout prevention.
• Limeade: Limeade is an employee experience platform that combines wellbeing, engagement, and inclusion programs for enterprise customers. It targets the same enterprise HR/L&D buyer as SORCE's Enterprise offering with a broader employee-experience platform approach.

Broad incumbents

• Personify Health (formerly Virgin Pulse): Personify Health is a large enterprise wellness and health benefits platform serving Fortune 1000 employers with wellbeing programs, biometric screening, and incentive management. It represents the broad incumbent incumbent against which SORCE must differentiate its biofeedback-measured leadership coaching niche.

Emerging players

• Welltory: Welltory is a health analytics app measuring HRV, stress, and energy via smartphone camera and wearable inputs, with coaching recommendations. It is the most direct emerging competitor to SORCE on the camera-based HRV measurement axis with overlapping consumer and enterprise go-to-market motions.

Others

• Headspace for Work: Headspace for Work is a thematically adjacent competitor, offering guided meditation, focus, and resilience content to enterprise employees. While not a biometric platform, it competes for the same mental wellness and burnout prevention line item in enterprise HR budgets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/33316159
• Instagraminstagram.com/sorce.io

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SORCE