Hoolr

What Hoolr does

Hoolr is a cloud-based SaaS coaching management platform that enables organisations, HR leaders, and individual coaches to administer, deliver, and measure coaching and mentoring programmes. The platform combines session scheduling, coach-coachee matching, automated feedback collection, goal and confidence tracking, and an AI-powered Insights Dashboard with cross-organisational benchmarking derived from anonymised aggregated coaching data. Core modules include the AI Coach Companion (a 2025-launched voice-to-voice generative AI assistant configurable with organisation-specific coaching frameworks), an AI-driven coach matching algorithm, an Evaluation Suite for automated reporting, and customisable white-label branding. Hoolr integrates with Calendly, Zoom, Microsoft Teams, Google Calendar, Microsoft Calendar, and Stripe, and is hosted in ISO 27001, SOC1, and SOC2 compliant data centres with Cyber Essentials Plus certification.

Name

Hoolr

Legal name

Hoolr Education Limited

Website

https://hoolrcoaching.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

The business is a cloud-based SaaS platform that helps organisations, HR teams, and individual coaches administer, deliver, and measure coaching programmes, with AI-powered insights, voice-to-voice AI practice, and benchmarking.

Ownership category

akta.pro rank

Product category

Coaching Management Software

NAICS

Professional and Management Development Training (61143), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

Performance Management & OKRs (BPACAPAF)

akta.pro secondary industry

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

Keywords

• Coaching management software
• Coaching platform
• AI coaching companion
• Coaching analytics
• Leadership development software

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Organisational / Enterprise Licensing: Organisations (enterprise, government, education) license the Hoolr platform to administer internal coaching programmes. Revenue is generated through subscription or per-seat licensing, with organisations such as ATG, AGS Airports, and Taylor Clarke's client base paying for platform access, custom evaluation questions, dashboard reporting, and coaching management tools.
2. Individual Coach Subscriptions: Individual coaches register and manage their own coaching practice on the platform, likely on a subscription basis. Coaches pay to access scheduling tools, note-taking, reflective practices, and profile management.
3. Transaction / Session Fees: For individual coaching sessions booked through the Hoolr marketplace, payment processing is handled via Stripe. Coachees prepay for session time; coaches receive fees typically within 9 days of a session. Hoolr retains a platform fee from each transaction (Stripe-connected account model).

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Hoolr provides a cloud-based digital coaching management platform that enables organisations, HR leaders, and individual coaches to administer, deliver, and measure coaching and mentoring programmes. The platform centralises scheduling, session management, evaluation, and progress tracking, and adds AI-powered capabilities including a voice-to-voice Coach Companion for between-session practice, a coach-coachee matching algorithm, and an insights dashboard powered by theme detection across aggregated coaching data. It is sold to enterprises, public sector bodies, and individual coaches, with payments for marketplace sessions processed via Stripe.

Product overview

Hoolr is a comprehensive digital coaching management platform operated by Taylor Clarke Partnership Limited, designed for HR leaders, people management professionals, coaching firms, and organisations running internal or external coaching programmes. The core platform (Hoolr Coaching Platform) provides centralised management of coaching sessions, coach-coachee matching, scheduling, feedback collection, and AI-powered insights. Key modules include the Insights Dashboard for real-time coaching analytics and benchmarking, the Matching Algorithm for AI-driven coach pairing, the Evaluation Suite for automated reporting, Customisable Branding for white-label deployments, and the AI Coach Companion for between-session coaching support. The platform integrates with Zoom, Microsoft Teams, Calendly, Google Calendar, Microsoft Calendar, and Stripe. Data is stored in UK-based ISO27001, SOC1, and SOC2 compliant data centres.

Differentiator

Problem solved

Functional benefit

Brands

• Coach Companion: AI-powered coaching companion designed to keep coaching alive between sessions through voice-to-voice practice, reflective questions, and accountability support.

Products and services

• Hoolr Coaching Platform A cloud-based digital coaching management platform that connects organisations, coaches, and coachees to administer, deliver, and measure coaching and mentoring programmes. It centralises session scheduling, feedback collection, progress tracking, and AI-powered insights for HR leaders and people management professionals.
• Insights Dashboard Real-time dashboard tracking coaching progress across programmes and measuring the impact of coaching. Supports customisable evaluation questions to measure coaching ROI and includes benchmarking data to compare progress against broader organisational trends.
• Matching Algorithm AI-powered matching workflow that connects employees with coaches possessing the right skills and experience to meet their specific needs, with administrative control over matching processes for both internal and external coach pools.
• Coach Companion AI-powered coaching companion that keeps development alive between sessions by providing reflective questions, reinforcing commitments, and nudging coachees to practise skills. Supports voice-to-voice conversations and can embed an organisation's own coaching frameworks and IP.
• Evaluation Suite Automated coaching data collection and reporting toolkit that gathers session feedback from coaches and coachees, compiles data into quarterly reports, and provides trend analysis and goal achievement rates aligned with organisational priorities.

Quantifiable outcome

• 65% average increase in goal confidence after coaching
• +7 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability6 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core.

• Microsoft TeamscoreTechnology or Integration · 1 March 2023Hoolr integrated with Microsoft Teams, allowing coaches and coachees to schedule and conduct coaching sessions within the Teams environment. Automatic session reminders and post-session reflection prompts are delivered regardless of the video platform used. This integration enables Hoolr to reach enterprise clients embedded in the Microsoft ecosystem.
• ZoomcoreTechnology or Integration · 1 March 2023Hoolr integrated with Zoom, enabling coaches and coachees to schedule and join Zoom sessions directly within the Hoolr platform. Session reminders and reflection prompts are automatically triggered after each session. This extends Hoolr's reach to the large base of Zoom users in the coaching and business community.
• CalendlycoreTechnology or IntegrationHoolr partnered with Calendly to allow coaches to seamlessly integrate their Calendly schedules with Hoolr accounts. All sessions scheduled through Calendly are automatically synced and reconciled into Hoolr, centralising session management, coaching hours tracking, and administrative reporting in one platform. This addresses the scheduling friction point in coaching.
• Taylor Clarke Partnership LimitedcoreStrategic or Co-development PartnerTaylor Clarke Partnership Limited is both the operator of the Hoolr platform and Hoolr's anchor customer. Taylor Clarke runs a global coaching network of over 70 coaches entirely on Hoolr and uses the platform as a core differentiator in selling coaching services. Taylor Clarke's operations and client relationships shape Hoolr's product roadmap and feature development.
• Stripe Payments Europe LtdcoreTechnology or IntegrationPayment processing on Hoolr's platform is provided by Stripe Payments Europe Ltd. Coachees prepay for coaching sessions; coaches receive fees within 9 days. Stripe's services are subject to the Stripe Connected Account Agreement. Stripe enables Hoolr's transaction-based revenue model for individual coaching sessions.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Others

• Workhuman: Enterprise employee recognition and human capital platform with adjacent coaching and development content. Comparable buyer (enterprise HR) but focused on recognition rather than coaching administration.

Regional players

• Kallidus: UK-based learning and talent management suite including performance, learning, and development modules. Comparable on the HR/L&D buyer side in the UK market, though broader than coaching-only.

Emerging players

• Lattice: Performance management and people development platform serving HR teams with reviews, goals, and 1:1 tooling. Comparable on the HR/L&D persona Hoolr targets and on goal/performance tracking workflows.
• 15Five: Performance management and employee development platform with OKRs, engagement, and lightweight coaching workflows. Comparable on HR tech buyer and people-development category, with potential overlap in OKR/goal tracking.
• Torch: Coaching and leadership development platform for organisations, combining 1:1 coaching, group programmes, and manager tools. Comparable to Hoolr's enterprise coaching administration and HR/L&D buyer focus.

Direct peers

• CoachAccountable: A coaching management SaaS platform aimed at independent and internal coaches, offering scheduling, session notes, progress tracking and client dashboards. Closely comparable to Hoolr's coach-facing functionality and PLG onboarding model.
• Paperbell: All-in-one practice management software for coaches covering scheduling, payments, contracts, and client portals. Comparable to Hoolr's individual coach subscription and Stripe-based transaction flow.
• Satori (CoachAccountable Satori): Enterprise coaching platform with multi-coach programme administration, analytics and matching. Comparable to Hoolr's enterprise programme management and insights dashboard positioning.

Broad incumbents

• BetterUp: Large, venture-backed coaching and mental health platform serving enterprises globally with a managed coach network. Comparable to Hoolr on enterprise coaching delivery, but at much larger scale and breadth.
• EZRA (LHH): Enterprise coaching platform backed by LHH (part of Adevinta/Addeco) offering digital coaching programmes at scale. Comparable buyer (enterprise L&D) and use case (leadership coaching) but with a much larger footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hoolr_official

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Hoolr