Lumina

What Lumina does

Lumina (operated by Tactivos Inc.) is a Portland-based recruitment technology platform founded in 2019 that converts text-based job postings into branded video advertisements through a proprietary cloud-based video generation pipeline. Users submit a job posting URL and receive a finished video within 24 hours without filming or editing; the system combines text understanding with visual synthesis to produce shareable, distribution-ready recruitment videos. The platform integrates with major ATS systems (Workday, iCIMS, Greenhouse, Taleo, Breezy HR) and job boards (Indeed, Health eCareers) to embed video into existing recruiter workflows.

The product surface extends beyond single-video generation through 'Power-ups': API integrations for workflow automation, paid advertising amplification across LinkedIn, Facebook, TikTok, and Instagram, career-site video galleries, and a private LinkedIn Ambassador Network. A 'Powered by Lumina' white-label model enables third-party job boards to license the underlying technology under their own brand. Lumina runs a hybrid go-to-market combining a product-led self-serve signup (no credit card required) with a sales-led enterprise demo path targeting large healthcare systems, staffing agencies, and job boards. Pricing is not publicly disclosed; revenue is generated through subscription access and white-label licensing, with the company citing an 82% paid-trial-to-adoption conversion rate.

Named enterprise customers include AMN Healthcare, HCA Healthcare, Stanford Healthcare, Kelly Services, Honda, Banfield Pet Hospital, Amazon, and FedEx, with a pronounced vertical focus on healthcare recruiting evidenced by dedicated job-description templates and recurring blog content on the US physician shortage. The company holds SOC 2 Type II compliance with quarterly penetration testing. The team is small (1–10 employees) and the company has not publicly disclosed any venture funding; ownership beyond the Tactivos Inc. corporate entity is not evidenced in available sources.

Name

Lumina

Legal name

Tactivos Inc.

Website

https://lumina.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Lumina is a Portland-based recruitment technology platform founded in 2019 that automatically converts text job postings into branded video advertisements within 24 hours. It serves enterprise employers, staffing agencies, and job boards—with a pronounced vertical focus on healthcare recruiting.

Ownership category

akta.pro rank

Product category

Recruitment Video Software

NAICS

Software Publishers (513210), Software Publishers (5132)

SIC

Services-Advertising (7310), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

akta.pro secondary industries

Enterprise/Creator Video Hosting & OTT SaaS Platforms (MPACAAAL), Enterprise Work Management & Collaborative Workflow Platforms (HDAEAHAI)

Keywords

• Video job postings
• Recruitment video platform
• HR technology software
• Employer branding video
• Talent acquisition platform

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription / Platform Access: Users access the Lumina platform to create and manage video job postings. The platform offers a free trial, after which users transition to a paid subscription. 82% of teams who do a paid trial choose to adopt Lumina into their organization.
2. Powered by Lumina (White-label): Job boards license the Lumina technology to add video job posting capabilities to their platforms under a 'Powered by Lumina' model, generating licensing or white-label revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Lumina is a cloud-based SaaS platform that automatically converts text-based job postings (provided via URL) into branded video advertisements within 24 hours, without requiring filming or editing. The platform uses proprietary AI-driven video generation technology and serves recruiters, HR teams, marketers, staffing agencies, and job boards through direct subscriptions and a white-label 'Powered by Lumina' licensing model.

Product overview

Lumina is a single unified SaaS platform for visual job postings, centered on its core Video Job Posting technology. The platform transforms existing text-based job descriptions into short, branded video advertisements through automated conversion, targeting recruiters, employers, agencies, and job boards. Additional offerings include Power-ups (API integrations, paid advertising, career site embedding, Ambassador Network sharing), Free Templates (job description library with healthcare focus), and educational content via Weekly Blog. The platform is marketed for recruiters, marketers, agencies, and job boards with use cases spanning social media recruitment, employer branding, and paid ad amplification.

Differentiator

Problem solved

Functional benefit

Products and services

• Visual Job Postings Platform Lumina's core SaaS platform that automatically converts text-based job descriptions (submitted via URL) into branded video job postings within 24 hours. Users sign up, paste a job posting URL, click 'Request', and receive a finished video. Designed for recruiters, HR teams, marketers, and enterprises to increase candidate engagement and application rates.
• Powered by Lumina (White-Label) A white-label licensing offering that enables third-party job boards and career sites to embed Lumina's video generation technology into their own platforms, enhancing jobseeker UX and enabling them to sell more advertising inventory.

Quantifiable outcome

• Video job postings receive 12% more views and 34% higher application rates compared to text-only postings (CareerBuilder research)
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability4 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core.

• WorkdaycoreTechnology or IntegrationWorkday is listed as an integration partner. Lumina's video job posting output can be embedded within the Workday platform, enabling joint customers to access video recruitment content directly within their existing ATS workflow.
• iCIMScoreTechnology or IntegrationiCIMS is listed as an integration partner. Lumina's video outputs integrate with the iCIMS talent acquisition platform, allowing users to add video job postings directly within their ATS.
• Taleo (Oracle)coreTechnology or IntegrationTaleo (Oracle) is listed as an integration partner. Lumina's video job posting tool integrates with the Taleo ATS, enabling enterprise recruiters to incorporate video content into their existing hiring workflows.
• Breezy HRcoreTechnology or IntegrationBreezy HR is listed as an integration partner. The Lumina platform integrates with Breezy HR to enable automated video job posting creation within the recruitment workflow.
• IndeedcoreTechnology or IntegrationIndeed is listed as an integration partner. Lumina enables users to embed video job postings on Indeed, boosting visibility and click-through rates on one of the largest job boards globally. The company's blog includes specific guides on embedding video on Indeed.
• Job Boards (Powered by Lumina)coreOEM/ Whitelabel/ Licensing PartnerThird-party job boards license Lumina's technology under a 'Powered by Lumina' white-label model to add video job posting capabilities to their platforms, enhancing jobseeker UX and enabling them to sell more advertising inventory.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• VidCruiter: VidCruiter offers video interviewing and recruitment automation for employers and staffing firms. It overlaps with Lumina in delivering video-first hiring workflows and ATS integrations to enterprise and agency customers.
• HireVue: HireVue provides video-based hiring tools including pre-recorded video interviews and AI-assessed candidate responses. It is a direct peer because both companies sell video-driven recruitment content and assessments to enterprise HR teams, often competing for the same talent-acquisition budget.
• Spark Hire: Spark Hire is a video interviewing platform used by recruiters to screen candidates asynchronously. It is comparable to Lumina in serving HR teams that want to replace text-based hiring workflows with video, though focused on interviews rather than job postings.

Others

• Synthesia: Synthesia is an AI video generation platform widely used for corporate communications, training, and marketing content. It is thematically adjacent as an enabling technology for AI-generated video that could be applied to recruitment workflows similar to Lumina's.

Broad incumbents

• Jobvite: Jobvite is an established talent acquisition suite covering ATS, CRM, recruitment marketing, and employee referrals. It competes with Lumina in the recruitment-marketing layer while also offering broader hiring workflow capabilities.
• Phenom People: Phenom is a talent experience platform offering career sites, CRM, recruitment marketing, and AI-driven content for employers. It overlaps with Lumina in the recruitment-marketing and employer-branding category but as part of a much broader enterprise suite.
• LinkedIn Talent Solutions: LinkedIn's recruiting products include job postings, InMail, and Recruiter, and it has been expanding AI-generated content features. It competes with Lumina for employer-brand reach and could bundle comparable video job posting capabilities natively.
• iCIMS: iCIMS is a leading enterprise talent acquisition platform with ATS, candidate relationship management, and candidate engagement tools. It is both an integration partner and a potential competitor for video content within its broader platform.
• Eightfold AI: Eightfold AI provides a talent intelligence platform spanning recruiting, employee development, and workforce planning. Its career-site and recruiting-marketing functionality is thematically adjacent to Lumina's video job posting offering.

Emerging players

• Vervoe: Vervoe uses AI to assess candidates through video and skill-based tests. It is comparable as a video-first, AI-driven hiring tool serving similar recruiter and HR personas, though focused on assessment rather than job posting marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lumina

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Lumina