Culture+

What Culture+ does

Culture+ is a people-first consulting firm that helps organizations transform workplace culture through leadership training, behavior change, and measurement. It operates as a standalone brand within Softway Solutions, Inc., headquartered in Houston, Texas with additional offices in Dallas and Bengaluru, India. Its client roster spans enterprise technology (Google, Nuro, Genesys, Groupon), banking (Amegy Bank), healthcare/biotech (BioBridge Global), and nonprofit (Girls Inc. of Greater Houston), with the firm's stated model anchored to its founders' lived experience rebuilding Softway from near-bankruptcy caused by toxic leadership.

The product portfolio mixes in-person professional services with a free digital tool. Commercial offerings include Culture Rise, a one-day leadership training priced at $1,490 per seat; Culture Roots, a one-day contributor training program; Culture Practice's First Team Workshop (six hours, up to 15 leaders); and Culture & Change Consulting, which provides change management, culture advising, and 1:1 leadership coaching. The digital product is Culture Counter, a free, self-serve measurement platform running sub-three-minute NPS-adapted surveys across ten behavioral dimensions (Inclusion, Mindsets, Forgiveness, Attitudes, Empathy, Communication, Empowerment, Psychological Safety, Vulnerability, Trust) with an AI-driven real-time dashboard supporting demographic and firmographic drill-down. The company's intellectual property is anchored in the WSJ and USA TODAY bestseller "Love as a Business Strategy," authored by four founding members.

Revenue is generated predominantly from professional services — paid event seats, workshop fees, and bespoke consulting — while Culture Counter is offered freemium to drive top-of-funnel demand into paid engagements. Distribution is direct: enterprise field sales, website contact forms, and event registration through Shopify. Customer reach is claimed across 60–70+ countries with 5,000–7,000+ leaders having completed Culture Rise, against an internal headcount of 1–10, indicating a high-margin, brand- and founder-driven services model rather than a headcount-scaled business.

Name

Culture+

Legal name

Culture+ (Operating under Softway Solutions, Inc.)

Website

https://culture-plus.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Culture+ is a people-first consulting firm, spun off from Softway Solutions, that helps enterprises transform workplace culture through leadership training, workshops, change consulting, and a free NPS-based digital measurement platform.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Human Resources Consulting Services (541612), Administrative Management and General Management Consulting Services (541611), Professional and Management Development Training (61143), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

Culture, Engagement & Employee Experience (EX) Consulting (BPAHAGAI)

akta.pro secondary industries

Leadership Development & Executive Coaching (BPAHAGAD), Change Management & Transformation Leadership (EDABAAAD), Corporate & Leadership Development (BPACANAA), Organizational Culture & Values-Based Leadership (EDABAAAE)

Keywords

• Culture consulting
• Leadership development
• Organizational transformation
• Change management
• Workplace culture measurement

Headquarters

HQ city

Sugar Land

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Leadership Training - Culture Rise: One-day transformational leadership experience priced at $1,490 per seat. Targets modern leaders seeking self-awareness, resilience, and inclusive behaviors.
2. First Team Workshop: In-person workshop for intact leadership teams, 6 hours, up to 15 leaders. Transformational experience for building high-performing first teams.
3. Culture & Change Consulting: Comprehensive consulting services including change consulting, culture advising, and 1:1 leadership coaching for organizations navigating transformation.
4. Culture Roots Training: One-day immersive training for contributors across organization focusing on cultural alignment and embodying company values.
5. Culture Counter Platform: Digital measurement tool for organizational culture assessment. Appears to be free to use based on 'Feature rich. Free to use' messaging.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Culture+ is a people-first consulting firm that provides culture transformation services to enterprises, including leadership training programs (Culture Rise, Culture Roots), in-person workshops (Culture Practice), change management consulting, and the Culture Counter digital culture measurement platform. The company equips leaders with behaviors, tools, and frameworks to build high-performance, change-ready organizational cultures.

Product overview

Culture+ offers a people-first consulting firm that provides tailored experiences, cutting-edge digital tools, and expert consulting services to help organizations elevate and measure their culture. The product portfolio consists of: Culture Counter (a free culture measurement digital tool providing surveys and dashboards), Culture Rise (in-person leadership training for executives), Culture Roots (in-person training for contributors), Culture Practice (First Team Workshop for leadership teams), Culture & Change Consulting (advisory services), and Culture Elevate (additional digital product). The digital products are complemented by in-person training and workshops, creating a unified ecosystem for organizational culture transformation.

Differentiator

Problem solved

Functional benefit

Brands

• Culture Rise: A one-day transformative leadership experience that inspires leaders to become more self-aware, resilient, and inclusive.
• Culture Roots
• Culture & Change Consulting
• Culture Practice
• Culture Counter
• Culture Elevate

Products and services

• Culture Rise A one-day in-person transformative leadership training experience for senior leaders and executives, priced at $1,490 per seat. Covers topics including introspection, behavior change, psychological safety, trust, feedback, and inclusive leadership behaviors. Over 7,000 leaders from 70+ countries have completed this program.
• Culture Roots A one-day immersive in-person training program designed for individual contributors at all levels of an organization. Focuses on cultural alignment and helping non-manager employees embody and implement company core values and behaviors in their daily work.
• Culture Practice - First Team Workshop A 6-hour in-person workshop for intact leadership teams (up to 15 leaders) that transforms departmental groups into cohesive, high-performing 'first teams.' Focuses on breaking down silos, building trust through empathy and accountability, and developing sustainable culture change.
• Culture & Change Consulting Comprehensive consulting services for organizations navigating significant change, including Change Consulting, Culture Advising, and 1:1 Leadership Coaching. Provides tailored strategies, experiences, and tools for teams undergoing major transitions such as reorganizations, digital transformations, or strategic pivots.
• Culture Counter A digital culture measurement platform that assesses organizational culture through a brief under-3-minute survey and provides an AI-powered real-time dashboard with insights across 10 key culture attributes (Inclusion, Mindsets, Forgiveness, Attitudes, Empathy, Communication, Empowerment, Psychological Safety, Vulnerability, Trust). Uses NPS methodology adapted for employee experience and offers demographic/firmographic filtering. Available free to use at culturecounter.app.
• Culture Elevate A digital product offering listed in Culture+'s product catalog. Limited detail available in source materials regarding specific features or target audience.

Quantifiable outcome

• 98% of Culture Rise attendees agree it is unlike any leadership training they've ever experienced
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

One partnership is on record.

• Relia Healthcare AdvisorscoreGTM or Marketing PartnerCulture+ partners with Relia Healthcare Advisors to co-host the Reliable Leadership Webinar Series. Relia brings 100 years of combined healthcare experience and provides real-world healthcare expertise to bring empathy-driven guidance to the clinical world. Episodes feature executives from healthcare organizations including Kaiser Permanente, Memorial Hermann, and North Shore University Hospital.

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Culture Amp: Employee engagement and culture platform with surveys, analytics, and performance tools. Direct competitor to Culture Counter, but with a pure-SaaS model rather than Culture+'s consulting-plus-platform hybrid.
• BetterUp: Coaching and leadership development platform combining AI with human coaching. Comparable to Culture+ in the leadership transformation space, but with a venture-backed tech-platform business model rather than event-led consulting.

Broad incumbents

• Gallup: Long-established research and consulting firm focused on employee engagement, leadership, and CliftonStrengths. Overlaps with Culture+ in leadership development and culture measurement, but operates at significantly greater scale and across broader research portfolios.
• Deloitte Human Capital: Global consulting practice offering culture transformation, leadership development, and change management. Competes with Culture+ on enterprise culture and change engagements, but as a much broader portfolio.

Emerging players

• Humu: People analytics and culture platform using AI/NLP to surface engagement insights. Smaller and more product-led than Culture+, but directly competes on the culture-measurement thesis that Culture Counter is built on.
• Lattice: People management platform covering performance, engagement, and culture/DEI surveys. Competes with Culture Counter for culture-survey wallet share within HRIS-adjacent buyers.
• 15Five: Continuous performance management and employee engagement platform with culture measurement features. Adjacent competitor in the culture/engagement tooling category.
• Quantum Workplace: Employee engagement and culture measurement platform with surveys, analytics, and action tools. Mid-market competitor to Culture Counter with longer-tenured SaaS distribution.

Others

• Great Place to Work: Research, certification, and culture advisory firm built around the 'Best Workplaces' franchise. Adjacent competitor in culture benchmarking and advisory, but monetization is certification- and research-led.
• Torch (acquired by Glint/LinkedIn): Coaching and leadership development platform for managers. Comparable to Culture+ on leadership development outcomes, though now distributed through LinkedIn/Talent Insights rather than as an independent offering.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TeamSoftway
• Facebookfacebook.com/TeamSoftway
• LinkedInlinkedin.com/company/teamsoftway
• Instagraminstagram.com/teamsoftway

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Culture+