Wherewithall

What Wherewithall does

Wherewithall is a private, US-based management coaching and training firm founded in 2018 by Lara Hogan (former VP Engineering at Kickstarter and Engineering Director at Etsy) and Deepa Subramaniam (former VP Product & Design at Kickstarter, currently Chief Product & Digital Officer at ACLU). The firm serves tech industry managers, engineering leaders, and emerging leaders at companies ranging from startups to enterprises including Shopify, Slack, Strava, Condé Nast, Vox Media, ACLU, Automattic, and Glossier. Wherewithall delivers its services remotely to a global client base through a small distributed team of approximately five practitioners.

The core product suite is centered on the Demystifying Management Program and is delivered via four channels: live workshops (Manager Skills Training), one-on-one coaching and multi-year retainers, group Manager Roundtables, and self-paced digital courses hosted at courses.wherewithall.com. Supporting offerings include the Coaching Practice Program, talks and presentations for company-wide audiences, an ERG Leadership Training Program, and a parallel product-leader practice (Product Coaching, Product Development Support, Product Talks and Workshops) led by Deepa Subramaniam. The firm has codified proprietary frameworks (Manager Voltron, Feedback Equation), published the Resilient Management book, and maintains a free library of worksheets, tools, and a Resources for New Managers site as top-of-funnel content.

The business model is primarily professional services revenue from quote-based coaching retainers, multi-year training engagements, and workshop facilitation, supplemented by subscription-based self-paced digital courses and pay-as-you-go Eventbrite workshops for individual learners. Distribution is driven by founder-led content marketing (Lara Hogan's blog, books, and conference keynotes), email newsletter, and word-of-mouth referrals within the tech community. The firm is bootstrapped with no disclosed external funding, operates at capacity for coaching, and extends delivery capacity through a 'Friends of Wherewithall' referral network of partner coaches and facilitation firms.

Name

Wherewithall

Legal name

Wherewithall

Website

https://wherewithall.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Wherewithall is a bootstrapped management coaching and training firm serving tech industry managers and emerging leaders. Founded in 2018, it delivers one-on-one coaching, group roundtables, workshops, and self-paced digital courses, supported by published books and proprietary management frameworks.

Ownership category

akta.pro rank

Product category

Management Consulting and Leadership Coaching

NAICS

Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114), Educational Support Services (61171)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN)

akta.pro secondary industries

Onboarding Program Design, Enablement & Train-the-Trainer (EDABAOAL), Train-the-Trainer & Instructor Enablement Services (BPAEANAL)

Keywords

• Management coaching services
• Leadership training
• Engineering management
• Professional development
• Executive coaching

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. One-on-One Coaching: Individual coaching sessions delivered via video call. Coaches use a blended approach of coaching, mentoring, sponsoring, and feedback to support manager growth. Can be one-off calls or ongoing retainers.
2. Management Training Programs: Comprehensive workshop programs including the Demystifying Management Program, Coaching Practice Program, and individual skill workshops delivered to companies.
3. Self-Paced Digital Courses: Online courses available through courses.wherewithall.com, including the Demystifying Management digital program with videos, examples, practice exercises, and homework.
4. Manager Roundtables: Group coaching sessions for cohorts of managers, hosted biweekly or monthly, with unlimited email support from facilitators.
5. Talks and Presentations: 1-hour presentations for companies on topics including team health, navigation, mentorship, and sponsorship. Offered to ERGs and company-wide audiences.
6. Product Coaching and Mentoring: Mentoring for emerging product and design leaders by Deepa Subramaniam, covering hiring, organizational structure, and product execution.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Wherewithall provides management coaching, leadership training, and workshops specifically for managers and emerging leaders in the tech industry. The core offerings include one-on-one coaching, group coaching via Manager Roundtables, the Demystifying Management training program, the Coaching Practice Program, single-skill workshops, talks and presentations, and self-paced digital courses. Wherewithall also offers product coaching and product development support services led by co-founder Deepa Subramaniam.

Product overview

Wherewithall is a coaching and training platform for managers and leaders in the tech industry. The core offerings include the Demystifying Management Program (available as in-person workshops and self-paced digital courses), Manager Skills Training (hands-on workshops), Manager Coaching (one-on-one sessions), and Manager Roundtables (group coaching). These primary programs are supplemented by the Coaching Practice Program, Talks & Presentations, Product Development Support, Product Coaching, and Product Talks/Workshops led by Deepa Subramaniam. The company also offers free downloadable tools and templates and published products including the Resilient Management Book and Resources for New Managers. The Self-Paced Digital Courses platform delivers the Demystifying Management curriculum online.

Differentiator

Problem solved

Functional benefit

Brands

• Resilient Management: A book authored by Lara Hogan about supporting and leading a tech team, covering mentoring, coaching, difficult conversations, and building trust.
• Resources for New Managers
• Demystifying Management Program

Products and services

• Demystifying Management Program Comprehensive training program covering essential management skills including coaching, mentoring, sponsoring, giving feedback, setting expectations, and navigating team emotions. Available as in-person workshops or self-paced digital course. Designed for managers and emerging leaders in tech organizations.
• Manager Coaching One-on-one coaching services leveraging four primary skills: coaching (open questions for introspection), mentoring (advice and perspective sharing), sponsoring (advocacy and introductions), and feedback (clear, actionable guidance). Sessions are delivered via video call and can be one-off or ongoing retainers.
• Manager Roundtables Group coaching method where a Wherewithall facilitator hosts biweekly or monthly sessions for a cohort of managers to discuss challenges, learn tactics, and receive customized coaching. Includes unlimited email support between sessions.
• Coaching Practice Program Program combining a 2-hour kickoff workshop on coaching tools and frameworks with three follow-up 1-hour group coaching sessions (roundtables) for practicing and honing coaching skills. Max 12 participants.
• Self-Paced Digital Courses Online learning platform offering the Demystifying Management program as a self-paced course with videos, examples, practice exercises, and homework accessible on an individual schedule.
• Talks and Presentations 1-hour presentations for companies covering topics including What Humans Need at Work, Navigating Team Friction, and Mentorship + Sponsorship. Available for company-wide presentations, lunch-and-learns, and ERG fireside chats.
• Product Development Support Services led by Deepa Subramaniam including auditing product processes, leveling up teams, and strengthening organizational strategy.
• Product Coaching Mentoring services for emerging product and design leaders, providing dedicated time to workshop solutions to hiring, organizational structure, and product execution challenges.
• Product Talks and Workshops Talks and workshops by Deepa Subramaniam covering data-driven product decisions, building innovative digital products, PM/designer collaboration, and cross-functional organization revitalization.
• ERG Leadership Training Program Remote-first four-week leadership training program supporting Employee Resource Group members with skills for managing up, navigating conflict, advocating for themselves and others, and thriving amidst organizational growth.
• Resilient Management Book Book by Lara Hogan covering the recipe for supporting and leading a tech team, including developing mentoring and coaching skills, having difficult conversations, and boosting team trust.

Quantifiable outcome

• Managers develop practical frameworks for feedback delivery, one-on-ones, and team management that can be applied immediately
• +1 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• The Group ForwardminorStrategic or Co-development PartnerA facilitation consulting firm with expertise in designing and running team staff retreats and leadership alignment sessions, and training teams to be effective group facilitators. Presented as a 'Friend of Wherewithall' on the team page.
• Business CasualminorStrategic or Co-development PartnerAn organization that helps organizations navigate the human parts of work including giving feedback, learning from tough situations, and talking openly about difficult topics. Presented as a 'Friend of Wherewithall'.
• Erika CartagenaminorOthersCertified leadership development and executive coach, facilitator and OD/HR consultant who works with leadership teams to create positive behavioral and systemic change. Presented as a 'Friend of Wherewithall'.
• Lena QiuminorOthersCareer coach specializing in supporting women looking for more meaning and fulfillment in their careers, with focus on helping professional women of color build intentional and successful careers. Presented as a 'Friend of Wherewithall'.
• Paloma MedinacoreStrategic or Co-development PartnerPaloma Medina co-facilitates the Influence Without Authority Workshop as a partner with Wherewithall. She is a coach, trainer, and public speaker focused on the science and neuropsychology of work and life. Holds Masters in Organizational Coaching from NYU.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• BetterUp: The largest enterprise coaching and mental wellness platform; offers 1:1 coaching, AI tools, and manager development for large enterprises. While much broader in scope than Wherewithall, it directly competes for tech-company L&D budgets.
• CoachHub: Enterprise digital coaching platform with a global coach network. Competes with Wherewithall for mid-market and enterprise coaching retainers, with stronger technology stack but less tech-specific content.
• The Ken Blanchard Companies: Long-established leadership training and management development provider with proprietary programs (e.g., Situational Leadership). A broad incumbent in the same corporate training category Wherewithall targets, though with less tech specialization.
• Skillsoft / Pluralsight: Large corporate learning platforms with management and leadership course libraries. While broader in scope (IT, compliance, leadership), they compete for the same L&D budget allocations at enterprise clients.

Direct peers

• Reforge: Specialized training and community for senior product, engineering, and growth leaders at tech companies. Overlaps directly with Wherewithall's product/engineering leadership audience and offers cohort-based programs plus self-paced courses.
• Mind the Product: Global product management community and training organization offering talks, workshops, and conferences. Comparable to Wherewithall in vertical focus (tech product leaders) and content-led community motion.
• Sounding Board: Tech-focused leadership coaching platform that pairs enterprise clients with vetted coaches. Direct overlap with Wherewithall's tech-manager ICP and coaching-retainer model, with more platform-based delivery.
• Conscious Leadership Group: Leadership development and coaching firm serving tech executives and teams through workshops and 1:1 coaching. Closely aligned with Wherewithall's audience of tech leaders and culture-focused content.

Emerging players

• Lenny's Newsletter / Product School: Product management training providers (Lenny Rachitsky's newsletter-led community and Product School's certificate programs) that serve an overlapping tech product-leader audience, including content and workshops.
• GiANT Worldwide: Leadership development and executive coaching firm offering workshops and 1:1 coaching for tech and growth-stage companies. Comparable in size and audience to Wherewithall, with a focus on leadership team development.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wherewithall

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Wherewithall