Coetic
Coetic is a privately held organizational effectiveness company that delivers evidence-based leadership assessments, micro-learning nudges, and consulting services to organizations seeking to improve team performance, align values, and build intentional culture.
- Company typePrivate
- Founded2013
- HeadquartersEast Lansing, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Coetic does
Coetic, operating legally as STRAmetrics, LLC, is a privately held organizational effectiveness company headquartered in East Lansing, Michigan. It develops and delivers an integrated platform for leadership and team development, targeting organizations seeking to improve effectiveness through evidence-based practices rather than traditional personality-based assessments.
The company's product portfolio centers on four software offerings: Insights (a psychometric assessment platform using natural language analytics to evaluate leadership and team effectiveness dimensions), Woether (an organizational culture app for shared priorities and connections), Nudges / WorkWeek Nudges (a micro-learning system of weekly bite-sized prompts for values-aligned team habits), and Core Values Sort (a visual analytic tool for assessing cross-team values alignment). Underlying these is a content library of assessments and Nudge Tracks grounded in organizational science, supplemented by add-on modules for custom Assessments and custom Nudge Tracks and a professional services arm, Coetic Consulting, which covers Strategy Facilitation, Organizational Development & Change Engagement, and Purposeful Workspaces. The co-founders, Karen and Rick DeShon, lead the firm alongside a team that includes PhDs in Organizational Science with decades of experience building assessments for Fortune 500, religious/non-profit, and government clients.
Coetic monetizes through a hybrid revenue model combining per-user subscriptions (Woether, Nudges), usage-based purchases (Insights Assessments, Core Values Sort), tiered subscription plans (Pay-As-You-Go, Subscription, Platinum Subscription, Enterprise Annual invoicing for 50+ users), and professional-services fees for consulting and custom development. Go-to-market spans a product-led growth motion through coetichr.com with self-serve sign-up and trial offerings, a sales-led consulting motion featuring discovery calls and Calendly-based demo scheduling, and an enterprise field-sales motion for larger accounts invoiced annually. The company currently markets primarily into the United States, with global software reach limited by stated geographic restrictions.
Coetic firmographics
Firmographics- Name
- Coetic
- Legal name
- STRAmetrics, LLC
- Website
- https://coetichr.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Coetic is a privately held organizational effectiveness company that delivers evidence-based leadership assessments, micro-learning nudges, and consulting services to organizations seeking to improve team performance, align values, and build intentional culture.
- Ownership category
- akta.pro rank
Coetic industry classification
Industry- Product category
- Leadership Development Software
- NAICS
- Human Resources Consulting Services (541612), Management Consulting Services (54161), Administrative Management and General Management Consulting Services (541611)
- SIC
- Services-Management Consulting Services (8742), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Organization Design & Operating Model Consulting (BPAHAGAB)
- akta.pro secondary industries
- Coaching, Mentoring & Facilitation Services (BPACANAI), Coaching, Feedback & Mentoring Skills (EDABAMAM)
Keywords
Where Coetic is headquartered
LocationHeadquarters
- HQ city
- East Lansing
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Coetic business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Woether Subscription: Paid subscription product with automatic renewal at end of billing period. Per-user pricing based on active users. Enterprise users (50+ individuals) invoiced annually.
- Nudges Subscription: Paid subscription product available separately or as add-on. Monthly subscription includes unlimited Nudge Tracks. Enterprise users invoiced annually.
- Core Values Sort: Available as pay-by-use or paid subscription product. Can be purchased separately, added to subscription, or bought on per-use basis.
- Insights Assessments: Pay-by-use product purchased on per-use basis. Enterprise users with 50+ individuals can be invoiced annually.
- Consulting Services: Organizational effectiveness consulting partnerships including strategy facilitation, organizational development, change engagement, and purposeful workspaces.
- Custom Assessments Development: Partner with Coetic experts to create custom assessments aligned with organizational leadership values, culture, and philosophy.
- Custom Nudge Tracks Development: Partner with Coetic experts to create custom Nudge Tracks tailored to unique culture, goals, and initiatives.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Pay-As-You-Go - Purchase tracks and assessments as needed |
| Subscription | Monthly | Subscription - Unlimited Nudge Tracks and Insights Assessments |
| Subscription | Monthly | Platinum Subscription - Custom services and coaching added |
| Subscription | Annual | Enterprise Annual - 50+ users invoiced annually |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Coetic product offering
Product offeringCore offering
Coetic provides an integrated organizational effectiveness platform combining psychometric leadership assessments (Insights), a micro-learning nudge system (Nudges/WorkWeek Nudges), a values alignment tool (Core Values Sort), and an organizational culture app (Woether). The company also offers professional consulting services covering strategy facilitation, organizational development, change engagement, and purposeful workspaces, as well as custom assessment and Nudge Track development tailored to specific organizational values and goals.
Product overview
Coetic offers an integrated organizational effectiveness platform combining four core software products: Insights (psychometric leadership assessments), Woether (organizational culture app), WorkWeek Nudges/Nudges (micro-learning prompt system), and Core Values Sort (values alignment tool). These products work as standalone offerings or can be combined with custom assessment development, custom nudge track creation, and consulting services. The platform uses evidence-based organizational science combined with natural language analytics technology to deliver leadership development, team effectiveness, and culture-building solutions for enterprises.
Differentiator
Problem solved
Functional benefit
Brands
- Woether: An organizational effectiveness app that emphasizes accomplishing meaningful work together and allows users to create an intentional organizational culture, share priorities, and build connections.
- WorkWeek Nudges
- Core Values Sort
- Insights
- Nudges
- Coetic Consulting
Products and services
- Insights Psychometric assessment platform where individuals and teams receive feedback on dimensions of leadership and team effectiveness. Uses evidence-based assessments with natural language analytics to produce outcome-focused insights and action starters, available via subscription or pay-as-you-go.
- Woether Organizational effectiveness app emphasizing accomplishing meaningful work together, allowing users to create an intentional organizational culture, share priorities, and build connections. Offered as a paid subscription with automatic renewal, with enterprise tier invoiced annually.
- Coetic Nudges Interactive system of bite-sized weekly prompts designed to drive values-aligned team habits through positive micro-actions, with social sharing features. Available as a paid subscription (unlimited Nudge Tracks) or as a standalone track purchase.
- Core Values Sort Visual analytic and insights tool that lets users rate and check cross-team alignment on current and aspirational values. Available as pay-by-use or as part of a subscription.
- Custom Assessments Partner-created assessments specially designed to align with an organization's leadership values, culture, and philosophy for custom development goals. Developed by Coetic's experts.
- Custom Nudge Tracks Custom-crafted Nudge Tracks tailored to fit a unique organizational culture, goals, and initiatives, developed by PhDs in Organizational Science.
- Coetic Consulting Organizational Effectiveness Consulting services including Strategy Facilitation, Organizational Development and Change Engagement, and Purposeful Workspaces. Coetic consulting experts work directly with leaders to create lasting solutions for organizational effectiveness.
Quantifiable outcome
- Increased organizational effectiveness, higher functioning teams, and rise in individual growth and success
- +3 more outcomes
Companies that use Coetic
Customer profileSegments3 records
Ideal customer profiles2 records
Coetic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature5 records
Coetic partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Coetic competitors and assessment
Company assessmentEmerging players
- Culture Amp: Employee engagement and culture platform with assessment surveys and analytics. Comparable to Coetic on the organizational culture/values alignment and PLG-meets-enterprise motion for HR buyers.
- BetterUp: AI-driven coaching and leadership development platform combining technology with coaching services. Comparable to Coetic on the tech-enabled leadership development motion and tiered B2B enterprise offering.
- Workhuman: Employee recognition and culture platform serving enterprise HR. Comparable to Coetic's organizational culture / values-aligned mission and recurring SaaS model targeting mid-market and large employers.
- Lattice: People management platform for performance reviews, goals, and engagement with tiered SaaS pricing. Comparable to Coetic on subscription-based HR/leadership SaaS delivery to mid-market and enterprise.
Direct peers
- Center for Creative Leadership (CCL): Nonprofit leadership research and development organization offering assessments, executive programs, and coaching. Comparable to Coetic in evidence-based leadership assessment methodology and enterprise leadership development focus.
- Development Dimensions International (DDI): Specialist leadership development provider combining behavioral assessments, leadership training, and consulting. Closely comparable to Coetic's integrated evidence-based leadership assessment + consulting model for enterprise HR buyers.
- Hogan Assessments: Premier psychometric assessment provider for leadership and personality (Hogan Personality Inventory, HDS, MVPI). Most directly comparable to Coetic's Insights assessments in product category, evidence-based positioning, and target buyer (HR and leadership development).
Broad incumbents
- Korn Ferry: Global organizational consulting firm with leadership development, talent assessment, and executive coaching practices. Overlaps with Coetic's consulting-led organizational effectiveness motion at the enterprise tier.
- FranklinCovey: Global leadership and organizational effectiveness firm offering flagship programs (e.g., 7 Habits) plus content, assessments, and consulting. Comparable to Coetic in combining leadership training content with consulting services for enterprise buyers.
- Gallup: Operates CliftonStrengths and Q12 engagement platform with strong assessment/coaching franchise. Directly comparable to Coetic on the psychometric assessment side and the adjacent coaching/consulting revenue streams.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Coetic social profiles
Digital presenceCoetic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Coetic leadership team
Management profileNumber of profiles
Profiles2 records
Coetic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Coetic 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 Coetic
What does Coetic do?
Coetic provides an integrated organizational effectiveness platform combining psychometric leadership assessments (Insights), a micro-learning nudge system (Nudges/WorkWeek Nudges), a values alignment tool (Core Values Sort), and an organizational culture app (Woether). The company also offers professional consulting services covering strategy facilitation, organizational development, change engagement, and purposeful workspaces, as well as custom assessment and Nudge Track development tailored to specific organizational values and goals.
Is Coetic a public or private company?
Coetic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Coetic founded?
Coetic was founded in 2013. It employs 11 to 50 people.
Where is Coetic based?
Coetic is headquartered in East Lansing, United States, in the North America region.
How does Coetic make money?
Seven revenue lines are on record. Woether Subscription is the primary driver. The others are nudges Subscription, core Values Sort, insights Assessments, consulting Services, custom Assessments Development and custom Nudge Tracks Development.
Who are Coetic's main competitors?
Emerging players on record are Culture Amp, BetterUp, Workhuman and Lattice. Direct peers are Center for Creative Leadership (CCL), Development Dimensions International (DDI) and Hogan Assessments. Broad incumbents are Korn Ferry, FranklinCovey and Gallup.
Does Coetic have an API?
No public API is recorded for Coetic.
What industry is Coetic in?
Coetic's product category is Leadership Development Software. Its primary akta.pro industry code is BPAHAGAB, Organization Design & Operating Model Consulting, with a secondary code of BPACANAI, Coaching, Mentoring & Facilitation Services. Its NAICS code is 541612 and its SIC code is 8742.