AWSM

What AWSM does

AWSM is a private, US-domiciled creative and design agency founded in 2018 (awsm.agency) whose public-facing web presence is largely occupied by The Finders Collective, a project of the donor-funded Fundamental Wellbeing Foundation. The Finders Collective is a community initiative that gives language, framework, and community to a small subset of people — estimated at fewer than 0.5% of the population — who live with peace as their baseline rather than control; the Foundation calls these individuals "Finders" and the underlying phenomenon "Persistent (or Ongoing) Non-Symbolic Experience" (PNSE/ONE), documented in 25+ years of academic research by the Center for the Study of Non-Symbolic Consciousness across six continents.

The product surface consists of a free two-minute assessment that places users on the Fundamental Wellbeing Location Guide/Matrix, an AI Finders Guide inside the app for personal questions, and educational content distributed at thefinders.org. All offerings are provided at no cost with no advertising and no upsell, consistent with the Foundation's nonprofit, donor-funded model. Leadership centers on Jocelyn Reyburn (Chief Visionary Officer of the Foundation) and Melissa Tony Stires, with the Foundation functioning as the umbrella entity that owns the research, tools, and mission.

The business model is therefore dual and under-disclosed. The Finders Collective is a free, community- and content-led nonprofit asset with global, self-serve digital distribution and personalized email outreach to influencers, and it serves two defined segments: Finders themselves and "Public Voices / Influencers" with existing audiences. AWSM itself is described as a creative and design agency, but no customer logos, pricing, headcount, or revenue figures are present in the source data, so the agency business cannot be characterized beyond its hosting role for the Finders initiative.

Name

AWSM

Legal name

AWSM

Website

https://awsm.agency

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

AWSM is a US-based creative and design agency whose public web presence hosts The Finders Collective, a free, donor-funded community initiative of the Fundamental Wellbeing Foundation that gives language and framework to people who live with peace as a baseline ("Finders"), supported by a free assessment and an AI Finders guide.

Ownership category

akta.pro rank

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Distribution channels3 records

Marketing channels6 records

Core offering

AWSM is a private creative and design agency founded in 2018 that provides visual communication solutions for businesses. Its website (awsm.agency) functions largely as a portfolio showcase, with The Finders Collective — a community platform built for the donor-funded Fundamental Wellbeing Foundation — presented as featured project work. The platform delivers a free two-minute Finders assessment, an AI-powered guide, the interactive Fundamental Wellbeing Matrix, and educational resources about Persistent (or Ongoing) Non-Symbolic Experience (PNSE/ONE) for individuals who live with peace as their baseline.

Product overview

AWSM's agency site hosts The Finders Collective, which is a project of the Fundamental Wellbeing Foundation. The offering consists of The Finders Collective community initiative led by Jocelyn Reyburn (Chief Visionary Officer), the free two-minute Finders Assessment available at thefinders.org/app, and educational resources including an AI Finders guide, interactive Fundamental Wellbeing Matrix, and programs for Finders.

Differentiator

Problem solved

Functional benefit

Brands

• The Finders Collective: A project of the Fundamental Wellbeing Foundation - a community and collective for Finders (people who live with Fundamental Wellbeing as their baseline). The Finders Collective is the vision of Jocelyn Reyburn, the Foundation's Chief Visionary Officer. It is described as a room where people quietly shaping the culture can sit across from one another and talk about what they're seeing, carrying, and moving in the world.

Products and services

• The Finders Collective

Quantifiable outcome

• Fewer than half of a percent (~0.5%) of the population estimated to live with this as their baseline

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record.

• Jack CanfieldStrategic or Co-development PartnerJocelyn Reyburn, the Foundation's Chief Visionary Officer, worked closely with Jack Canfield during her years in personal development. Canfield is described as one of the pioneering voices in personal development, and much of Jocelyn's expertise in building rooms where culture gets shaped came through this association.
• Transformational Leadership CouncilStrategic or Co-development PartnerJocelyn Reyburn serves as a member and Co-Program Chair for the Transformational Leadership Council, described as one of the most influential rooms of conscious leaders in the world. This connection extends The Finders Collective's reach into networks of established conscious leadership.
• Center for the Study of Non-Symbolic ConsciousnessStrategic or Co-development PartnerAcademic research team that has been studying Persistent (or Ongoing) Non-Symbolic Experience (PNSE/ONE) since 2006, across thousands of participants on six continents. Their research forms the scientific foundation for the Fundamental Wellbeing Framework and Matrix.
• Fundamental Wellbeing FoundationOthersThe Fundamental Wellbeing Foundation is the donor-funded nonprofit that funds The Finders Collective and thefinders.org. It is the organizational entity that owns the research, tools, and mission of making Fundamental Wellbeing language accessible to Finders worldwide.
• Cannes LionsGTM or Marketing PartnerMelissa Tony Stires represented The Finders Collective at Cannes Lions 2025, bringing the Fundamental Wellbeing conversation into rooms where culture gets shaped. This represents a strategic effort to reach influencers and thought leaders in the advertising and creative industry.

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IDEO: Design and innovation consultancy working on brand, digital experience, and social impact engagements. Comparable to AWSM as a creative/design agency focused on visual communication and human-centered work, and conceptually similar in its mission-leaning client mix, though IDEO is far larger and more diversified.
• Pentagram: Independent creative and design agency that builds brand identity, digital experience, and visual communication for a small set of high-profile clients. Comparable to AWSM in being a creative/design agency (per firmographic) producing visual communication for a small client roster, but Pentagram operates at the top end of the global agency market.
• Calm: Direct-to-consumer wellbeing app with content, self-assessments, and a freemium funnel. Similar to the Finders Collective in delivering a free entry-point experience (assessment, guided content) inside a broader wellbeing identity, but serves a much larger and more general audience.
• Headspace: Large consumer wellbeing platform offering guided content, assessments, and a free/freemium model. Comparable to the Finders Collective as a digital wellbeing community with educational content, an app-based assessment/onboarding, and a mission-led brand, though Headspace is meditation-focused and operates at mainstream scale.

Direct peers

• Insight Timer: Free, community-led meditation and consciousness app with a free tier, teacher network, and identity-driven community. Closely comparable to the Finders Collective's model of a free, community-led platform serving a self-defined inner-life audience, though Insight Timer is meditation-anchored rather than PNSE/ONE-anchored.
• 16Personalities: Free, widely used online personality/identity assessment that has driven mainstream adoption of identity labels (e.g., INFJ, ENFP). Most directly comparable to the Finders two-minute assessment in mechanism (free quiz, identity outcome, shareable result) and in how it introduces a new vocabulary for self-identification.

Emerging players

• MindBodyGreen: Wellbeing media brand that combines editorial content, free assessments, and a community around holistic wellbeing. Comparable to the Finders Collective as a content-and-assessment platform building a self-identifying audience, but MindBodyGreen is much broader and more commercially diversified.
• Sounds True: Publisher and multimedia platform for transformational, contemplative, and self-development content from teachers and researchers. Comparable to the Finders Collective in translating academic and experiential research on non-ordinary states of consciousness into consumer-facing language and products, with an overlapping audience in the conscious-leadership space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/awsm-pro

Revenue estimate

Valuation estimate

Number of profiles

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 AWSM