InnerLinks

What InnerLinks does

InnerLinks is a privately held, founder-owned company founded in 1981 by Joy Drake and Kathy Tyler at the Findhorn Foundation in Scotland. The company develops and distributes spiritually-based personal development tools centered on card-based products and proprietary board game methodologies. Its core portfolio comprises The Transformation Game® (available in box, advanced, solo, group, global online, and 100+ participant planetary versions), the Original Angel® Cards (72-card spiritual guidance deck with over 1.3 million units sold), MentorSpirit® Cards (65-card set), the Intuitive Solutions Card Set, and the Frameworks Coaching Process (FCP) coaching methodology. Companion books and an iOS app (Intuitive Solutions) extend the product surface. Underlying technology is procedural and content-based — gameplay mechanics, ritual frameworks, card imagery, and facilitator certification methodology refined over 40+ years — rather than software-based.

The business operates through six revenue streams: physical product sales via direct e-commerce and 8 international licensed publishers; Transformation Game facilitator training programs; residential and online workshops (Findhorn-based and global online); one-on-one coaching and mentoring services with the founders; certification programs (FCP and Frameworks for Change); and licensing royalties from regional publishers. Pricing is small-ticket and pay-as-you-go (e.g., £75/hour solo game facilitation; £225/2.5hr Soul-Weaving session; $120/90min Sacred Mentoring). The company serves three customer segments: individuals seeking personal/spiritual development (primary), groups and organizations for team facilitation, and certified facilitators/coaches requiring accreditation. Go-to-market is event-driven, community-led (anchored in the Findhorn Foundation network), and direct-to-consumer via an online storefront. Distribution spans the company's own website, 8 language-specific publishers, third-party retailers (Amazon, holistic shops), and a 10+ country hub representative network. The company maintains no external investors, no headcount data, and no disclosed financials.

Name

InnerLinks

Legal name

InnerLinks UK

Website

https://innerlinks.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Short description

InnerLinks is a privately held spiritual development company founded in 1981 that designs card-based transformation tools, board games (The Transformation Game®), and coaching methodologies, distributed globally through an 8-language publisher network and accredited facilitator program serving individuals, organizations, and certified coaches.

Ownership category

akta.pro rank

Product category

Personal Development Tools

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Spiritual, Metaphysical & Inspirational Gifts Retail (CRALAJAJ)

Keywords

• Personal development tools
• Spiritual guidance cards
• Transformation board games
• Facilitator training programs
• Coaching certification programs

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Product Sales: Sale of physical products including The Transformation Game, Angel Cards, MentorSpirit Cards, Intuitive Solutions Card Set, and books through direct online store and international publishers.
2. Training Programs: Transformation Game Facilitators Training programs conducted internationally in multiple languages, including basic, advanced, and solo versions. Duration and pricing vary by organizer.
3. Workshops and Events: Residential and online workshops including The Game of Transformation (5-day workshops at Findhorn), Global Transformation Game (online, 40+ participants), and Planetary Game (100+ participants, 7 days).
4. Coaching and Mentoring: One-on-one services including Sacred Mentoring Sessions with Kathy Tyler and Soul-Weaving Sessions with Joy Drake offered via video call.
5. Certification Programs: Frameworks Coaching Process (FCP) certification training and Frameworks Certification Program for consultants and organizational development specialists.
6. Licensing Royalties: Revenue from international publishers licensed to produce and distribute Transformation Game and Angel Cards in English, Chinese, Dutch, German, French, Portuguese, Italian, and Hungarian.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

InnerLinks designs, develops, and sells spiritually-based personal growth tools, including the Transformation Game® board game (in box, advanced, solo, group, global online, and planetary formats), Angel® Cards (72-card guidance deck), MentorSpirit® Cards, and the Intuitive Solutions® Card Set, along with companion books. The company also delivers facilitator training programs, certification courses (FCP and Frameworks for Change), residential workshops at Findhorn Ecovillage, and one-on-one coaching and mentoring sessions.

Product overview

InnerLinks offers a portfolio of spiritually-based personal growth tools centered around card-based products and board games. The core product line includes The Transformation Game® (available in box, advanced, solo, group, global online, and planetary versions), the Original Angel® Cards (72-card spiritual guidance deck), MentorSpirit® Cards, and Intuitive Solutions Card Set, complemented by companion books and the Frameworks Coaching Process methodology. The ecosystem includes facilitated services (individual mentoring sessions, Soul-Weaving readings) and professional training programs for Transformation Game facilitators and Frameworks Coaching Process practitioners. The company is headquartered at the Findhorn Ecovillage in Scotland and serves an international audience through regional hubs and publishers in multiple languages.

Differentiator

Problem solved

Functional benefit

Products and services

• The Transformation Game® A board game-based personal transformation tool developed at the Findhorn Foundation that helps individuals discover more about themselves, gain awareness of personal strengths, and deepen understanding across physical, emotional, mental, and spiritual levels. Available in multiple formats: box version (2-4 players), advanced version (2-6 players with accredited facilitator), solo version, group version, global online version (40+ participants), and planetary version (100+ participants).
• Original Angel® Cards A 72-card deck providing spiritual guidance to connect with angels, evoke intuitive abilities, and renew spiritual connection. Includes imagery and messages for each card with keywords for meditation and self-reflection.
• Intuitive Solutions® Card Set A boxed card set combining Insight, Setback, and Angel Cards for gaining immediate understanding and direction. Designed to enhance creativity, help dive deeply into concerns, think through difficulties, and make decisions in harmony with values and integrity.
• MentorSpirit® Cards A 65-card set for implementing change through innovative actions. Helps users gain insight into situations or relationships, connect to inner wisdom, generate clarity, and inspire actions with focused intention.
• The Original Angel Cards and Book Set Comprehensive bundle including 72 Original Angel Cards with 20 new cards, 20 bonus stickers, pocket-size carrying case, and a 156-page book with inspirational messages, guided meditations, visualizations, and journal exercises for working with the cards.
• The Original Angel Cards Book Comprehensive guide for working with Angel Cards featuring inspirational messages for keywords, guided meditations, visualizations, and group activity suggestions.
• Soul Infusions: Weaving Our Soul's Light Into the Fabric of Every Day A book containing 36 meditative poems creating an oasis of refreshment that invites readers to rest in healing, transformative waters of their soul. Includes prayers for individual or group inspiration to awaken natural wisdom and authentic expression.
• Frameworks Coaching Process (FCP) A coaching methodology for creatively exploring innovative solutions to challenging workplace situations. Uses three sets of cards to uncover key factors impacting clients' views and stimulate intuitive capabilities to reveal creative solutions. Includes certification training.
• Frameworks for Change An organizational development model and simulation designed to help organizations learn and change. Certification program available for consultants, organizational development specialists, coaches and trainers.
• Transformation Game Facilitators Training A program for counselors, therapists and others intending to use The Transformation Game on a deeper level. Sharpens leadership abilities, deepens self-awareness, and develops communication and counseling skills. Includes training in expanded rules and mechanics. Accreditation enables use of Advanced Manual and permission to offer workshops using the Transformation Game name and logo.
• Transformation Game Facilitators Training - Advanced Advanced training for accredited facilitators to deepen their relationship with the Game Deva and bring facilitation skills to the next level.
• Transformation Game Facilitators Training - Solo Training for accredited facilitators on how to facilitate the Solo Transformation Game (for 1 player).
• The Game of Transformation (Residential Workshop) The original version of the Game of Transformation - a 4-7 day residential workshop at the Findhorn Ecovillage Community. Offers a playful yet substantial way of understanding and transforming key life issues through exploration of intention on seven levels.
• The Frameworks Coaching Process Certification Training Certification training for coaches, consultants, trainers, leaders, and professionals to expand facilitation, tools, and skills using the FCP model. Covers step-by-step instructions and explores a variety of applications.
• Sacred Mentoring Sessions One-on-one mentoring sessions with Kathy Tyler to help navigate and empower individuals to be their authentic selves with acceptance, support and care. Sessions available in 60 or 90 minute formats via Zoom, WhatsApp, or FaceTime.
• Soul-Weaving Sessions Individual readings with Joy Drake using a specially created inner council collage deck to help clients see issues from wider perspectives, activate new inner circuits, and consciously weave their soul blueprint into their lives. 2.5 hour sessions via Zoom on a pay-from-the-heart basis.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core.

• Transformation Game FindhorncoreStrategic or Co-development PartnerPrimary operational partner for running programs at Findhorn Ecovillage. Jointly runs most InnerLinks programs at the Findhorn location. Processes participant data for contractual and duty of care purposes.
• US Games Systems Inc.coreChannel Partner/ Reseller/ DistributorEnglish language publisher for The Transformation Game in the US market.
• Hao SchoolcoreChannel Partner/ Reseller/ DistributorChinese language publisher for The Transformation Game and Angel Cards.
• Koppenhol UitgeverijcoreChannel Partner/ Reseller/ DistributorDutch language publisher for The Transformation Game and Angel Cards.
• Greuthof Verlag und Vertrieb GmbHcoreChannel Partner/ Reseller/ DistributorGerman language publisher for The Transformation Game and Angel Cards.
• Le Souffle DorcoreChannel Partner/ Reseller/ DistributorFrench language publisher for The Transformation Game and Angel Cards.
• TaygetacoreChannel Partner/ Reseller/ DistributorPortuguese language publisher for The Transformation Game and Angel Cards, based in Brazil.
• Gioco della trasformazione ItaliacoreChannel Partner/ Reseller/ DistributorItalian language publisher for The Transformation Game.
• ZENTAI, István and DoracoreChannel Partner/ Reseller/ DistributorHungarian language publisher for The Transformation Game.
• Findhorn FoundationcoreStrategic or Co-development PartnerSpiritual community where InnerLinks was founded and continues to operate. Kathy Tyler and Joy Drake are Fellows of the Findhorn Foundation. Findhorn Ecovillage hosts core programs.
• International Hub RepresentativescoreChannel Partner/ Reseller/ DistributorRegional representatives in Japan (Mana Hirose, Kazumi Irisawa), Russia (Tatiana Scherbakova), Thailand (Kritaya Sreesunpagit), Germany (Angela Morton), Switzerland (Hélène von Burg Jones), Portugal (Rebecca Bandeira), Brazil (Olga Balian), Taiwan (Gin Shih), Netherlands (Marjolein van der Linden), Lithuania (Jelena Markune) who coordinate facilitator trainings and events.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hay House: Hay House is a major publisher and media company in the self-help, spiritual, and personal-development space, offering books, card decks, online courses, and events. It is comparable to InnerLinks because it monetizes the same spiritual-growth consumer through card products (oracle/angel cards), books, and live experiences, but at much larger scale and with a digital-first go-to-market.
• Mindvalley: Mindvalley is a large online personal-development platform offering courses in meditation, spirituality, and transformation from authors such as Deepak Chopra and Lisa Nichols. It is comparable to InnerLinks as a provider of spiritually-themed personal-growth experiences, but operates at much greater scale through an online subscription and app-based delivery model.
• Gaia (formerly Gaiam TV): Gaia is a subscription video-on-demand and streaming platform focused on yoga, meditation, spirituality, and alternative topics. It is a broad peer because it monetizes the same spiritually curious consumer via subscription content and represents the digital-native alternative to InnerLinks's workshops and card products.
• Sounds True: Sounds True is a multimedia publisher specializing in spiritual, self-development, and wellness content distributed through books, audio programs, online courses, and events. It is a broad peer because it serves the same transformative-personal-growth customer as InnerLinks, but with a larger, digital-first catalog spanning audio, video, and printed media.

Direct peers

• US Games Systems: US Games Systems is the largest U.S. publisher and distributor of tarot, oracle, and angel cards, and is InnerLinks's own English-language publisher for the Transformation Game. It is a direct peer because it operates in the same oracle/spiritual-card retail category, distributes competing card decks, and shares InnerLinks's wholesale customer base.
• Llewellyn Worldwide: Llewellyn is a long-established publisher specializing in metaphysical, spiritual, and new-age titles including tarot and oracle card decks, books, and calendars. It is directly comparable to InnerLinks as a publisher-retailer of spiritually-themed card products and books serving the same consumer base.
• Blue Angel Publishing: Blue Angel Publishing is an Australian publisher specializing in oracle cards, angel cards, and spiritual self-help books from authors such as Toni Carmine Salerno and Colette Baron-Reid. It is a direct peer because its product portfolio — illustrated oracle/angel card decks with inspirational messages — directly overlaps InnerLinks's Angel Cards and MentorSpirit offerings.
• Findhorn Press: Findhorn Press is the publishing arm of the Findhorn Foundation community where InnerLinks is headquartered, focusing on spiritual, personal-development, and sustainability titles. It is a direct peer because it shares InnerLinks's spiritual brand heritage, operates from the same ecovillage, and publishes books and tools for the same spiritual-growth audience.
• Hay House (Doreen Virtue / Radleigh Valentine): Doreen Virtue's Angel Therapy Oracle Cards and Radleigh Valentine's oracle decks are among the best-selling angel-card products on the market. They are direct competitors to InnerLinks's Original Angel Cards because they target the same consumer use case — angel-card guidance for daily inspiration — and compete for the same shelf space in metaphysical and gift retail.
• Insight Editions: Insight Editions publishes premium illustrated oracle and tarot decks, journals, and gift books with spiritual and metaphysical themes. It is a direct peer because its product format — beautifully designed card decks and companion books sold as gifts — closely mirrors InnerLinks's Angel Cards and MentorSpirit Card Sets and competes for the same metaphysical-gift retail shelf.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 InnerLinks