Genuinely
Genuinely is a small, founder-led Fort Collins firm whose website presents a leadership coaching and organizational transformation practice; separately, structured data describes a soft-launched product (genuinely.me) that uses six-layer AI detection to filter fraudulent job applications via Ashby ATS.
- Company typePrivate
- Founded2003
- HeadquartersFort Collins, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Genuinely does
Genuinely operates as a small, founder-led private firm headquartered in Fort Collins, Colorado, with 1-10 employees and no disclosed external funding. The company's registered website (mackfogelson.com) presents a leadership coaching and organizational transformation practice run by founder Mackenzie "Mack" Fogelson, offering Cultural + Systems Transformation, Executive Coaching, Team Coaching, Ways of Being / Dare to Lead Leadership Training, and Speaking engagements. Client logos displayed on the website (Apple, New Belgium Brewing, Habitat, PG&E, Stoked, Charles Schwab, Xperi) indicate a B2B professional services model targeting organizations seeking leadership development and culture change.
A separate body of structured data in the input describes a distinct product, genuinely.me, as a human verification layer for online staffing applications that uses six layers of AI-based detection to filter AI-generated and bot-driven job applications. This product is reported to integrate natively with Ashby ATS, be in soft launch as of December 3, 2025, and be available only to clients of Murphy Talent Group via a waitlist. The website content and this product description do not overlap — there is no mention of genuinely.me, Ashby ATS, or recruitment technology on mackfogelson.com, and no mention of coaching or culture work in the genuinely.me structured data. This indicates either two separate businesses aggregated under one name or a data conflation in the input; the investment thesis below reflects both readings rather than collapsing them.
The firm's revenue model is therefore ambiguous. The professional services practice appears to run on retainer and project-based consulting fees driven by founder-led client engagement and thought-leadership content (Substack, LinkedIn, articles). The product side, if active, would represent a SaaS/usage-based model gated behind a single design partner and a waitlist. No pricing, contract values, or revenue figures are disclosed for either line.
Genuinely firmographics
Firmographics- Name
- Genuinely
- Legal name
- Genuinely
- Website
- https://mackfogelson.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Genuinely is a small, founder-led Fort Collins firm whose website presents a leadership coaching and organizational transformation practice; separately, structured data describes a soft-launched product (genuinely.me) that uses six-layer AI detection to filter fraudulent job applications via Ashby ATS.
- Ownership category
- akta.pro rank
Genuinely industry classification
Industry- Product category
- Applicant Verification Software
- NAICS
- Employment Placement Agencies (561311), Investigation and Personal Background Check Services (561611), Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372), Services-Employment Agencies (7361)
- akta.pro primary industry
- Identity Verification, Candidate Authentication & Biometrics for Testing (EDAFADAH)
- akta.pro secondary industries
- AI-Generated Content Detection & Authorship Verification (EDAFALAB), Human Oversight, Review & Content Moderation Tooling (HDAAAMAH), Cheating Prevention & Test Integrity Monitoring (EDAFALAD)
Keywords
Where Genuinely is headquartered
LocationHeadquarters
- HQ city
- Fort Collins
- HQ country
- United States
- HQ region
- North America
Markets served
Genuinely business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Genuinely product offering
Product offeringCore offering
Genuinely provides genuinely.me, a human verification layer for online staffing applications that uses six detection methods to identify AI-generated content, bots, and AI agents. The product integrates with Ashby ATS so recruiting teams can verify applicants in-flow and focus on genuine candidates rather than bot- or AI-driven submissions.
Product overview
Genuinely offers genuinely.me, a single core product — a human verification layer for online staffing applications. The product integrates with Ashby ATS (Applicant Tracking System) and uses six-layer AI detection to identify and filter out AI-generated and bot-driven job applications, helping recruiting teams focus on genuine candidates.
Differentiator
Problem solved
Functional benefit
Products and services
- genuinely.me
Companies that use Genuinely
Customer profileSegments1 record
Ideal customer profiles1 record
Genuinely technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Genuinely partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ashby ATScoreIntegration partnership where genuinely.me serves as a human verification layer that integrates with Ashby ATS to detect AI bots and agents in online staffing applications.
Recent moves3 records
Expansion highlights3 records
Genuinely competitors and assessment
Company assessmentDirect peers
- Persona: Persona is an identity-verification platform offering KYC, fraud-detection, and candidate-authentication workflows. It is directly comparable to Genuinely because both sell candidate identity/authenticity verification as a service to businesses, including HR and recruiting use cases.
- Copyleaks: Copyleaks offers AI-content detection and plagiarism checking with enterprise API integrations. It is comparable to Genuinely because both address the same underlying problem — identifying AI-generated text — and sell to organizations via integration rather than direct consumer sales.
- GPTZero: GPTZero is a leading AI-content detection platform used across education and enterprise. It is directly comparable to Genuinely because both sell AI-generated-text detection as a standalone service, though Genuinely focuses specifically on staffing/recruiting fraud while GPTZero originated in education.
- Originality.ai: Originality.ai provides AI-content detection and plagiarism checking for publishers and enterprises. It is comparable to Genuinely because both compete in the AI-generated-content detection category, with overlapping detection methodologies and enterprise-software positioning.
Emerging players
- Sensity AI: Sensity AI provides deepfake detection and synthetic-identity monitoring for enterprises and governments. It is comparable to Genuinely because both address the broader category of AI-generated-content fraud, though Sensity focuses on visual/audio deepfakes and identity fraud at a different scale and customer segment.
- Reality Defender: Reality Defender is a deepfake and AI-generated-media detection platform. It is comparable to Genuinely because both operate in AI-generated-content detection, though Reality Defender focuses on audio/video deepfakes while Genuinely focuses on text-based job-application fraud.
- Veriff: Veriff is an identity-verification and biometric-authentication platform. It is comparable to Genuinely because both address the candidate-authentication problem, though Veriff focuses on document/ID and biometric verification while Genuinely focuses on detecting AI-generated application content.
- Onfido: Onfido provides AI-powered identity verification for hiring, financial services, and other regulated use cases. It is comparable to Genuinely because both sell identity/authenticity verification into the recruiting workflow, though Onfido emphasizes document and biometric verification rather than AI-application-content detection.
Broad incumbents
- HireRight: HireRight is an enterprise background-screening provider serving global employers. It is comparable to Genuinely because both address candidate-verification needs for HR departments, though HireRight is an established incumbent focused on traditional background checks rather than AI-fraud detection.
- Checkr: Checkr is a leading background-check and candidate-screening platform serving the staffing and gig economy. It is comparable to Genuinely because both operate in the candidate-verification layer for recruiting teams, though Checkr is a broad incumbent with much wider screening scope (criminal, employment, education history).
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
Genuinely social profiles
Digital presenceGenuinely financial estimates
Financial estimateRevenue estimate
Valuation estimate
Genuinely leadership team
Management profileNumber of profiles
Profiles1 record
Genuinely funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Genuinely M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Genuinely
What does Genuinely do?
Genuinely provides genuinely.me, a human verification layer for online staffing applications that uses six detection methods to identify AI-generated content, bots, and AI agents. The product integrates with Ashby ATS so recruiting teams can verify applicants in-flow and focus on genuine candidates rather than bot- or AI-driven submissions.
Is Genuinely a public or private company?
Genuinely is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Genuinely founded?
Genuinely was founded in 2003. It employs 1 to 10 people.
Where is Genuinely based?
Genuinely is headquartered in Fort Collins, United States, in the North America region.
Who are Genuinely's main competitors?
Direct peers on record are Persona, Copyleaks, GPTZero and Originality.ai. Emerging players are Sensity AI, Reality Defender, Veriff and Onfido. Broad incumbents are HireRight and Checkr.
Does Genuinely have an API?
No public API is recorded for Genuinely.
What industry is Genuinely in?
Genuinely's product category is Applicant Verification Software. Its primary akta.pro industry code is EDAFADAH, Identity Verification, Candidate Authentication & Biometrics for Testing, with a secondary code of EDAFALAB, AI-Generated Content Detection & Authorship Verification. Its NAICS code is 561311 and its SIC code is 7372.