What Dulead does

Dulead is a US-based private software and services company that operates coachOS, a white-label SaaS platform designed for executive coaches and consultants to deliver transformational experiences that unfold over time rather than discrete training events. The platform is built around Automated Client Experiences (ACEs) — time-sequenced content delivery, multi-dimensional progress scoring, built-in accountability nudges, and full white-label configurability across web, iOS, and Android applications. Dulead also operates The Studio, an expert-partnership service that walks coaches through a Design-Build-Launch process to design and deploy custom experiences on the platform, and The Shaping Session, a limited-availability entry-point consulting engagement priced at $1,500-$5,000 that includes a 90-day coachOS trial. A fourth offering, Character Amp, is a vertical sub-brand built on coachOS for youth sports team character development. The company is headquartered in Fishers, Indiana, was founded in 2011, and operates with a team of 1-10 employees. Revenue is generated through coachOS platform subscriptions (pricing not publicly disclosed) and professional services engagements from The Studio and Shaping Session. The go-to-market is founder-led and high-touch, with discovery conversations scheduled directly with founder Eric Hiler via Calendly.

Name

Dulead

Legal name

Dulead LLC

Website

https://dulead.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Dulead operates coachOS, a white-label SaaS platform that enables executive coaches and consultants to deliver time-unfolded, white-labeled transformational experiences to clients via web and mobile apps, supplemented by The Studio design services and Character Amp youth sports deployments.

Ownership category

akta.pro rank

Headquarters

HQ city

Fishers

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Subscription (coachOS): White-label platform licensing for coaches and consultants to deliver transformational experiences. Likely subscription-based with enterprise/mid-market pricing.
2. Professional Services - The Studio: Expert partnership services for designing, building, and launching transformational experiences. The Shaping Session is a $1,500 consulting engagement with $8,700 value proposition including design process, product specification, wireframes, sales pitch, and bonuses.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Dulead sells coachOS, a white-label SaaS platform that enables executive coaches and consultants to deliver Automated Client Experiences—time-sequenced, multi-channel transformational journeys accessible via web, iOS, and Android. The company also provides The Studio, an expert partnership service that designs, builds, and launches custom transformation experiences, along with The Shaping Session, a fixed-price consulting engagement that converts a client's vision into a product specification and wireframes.

Product overview

Dulead offers a unified platform-plus-services portfolio for executive coaches and consultants. The core product is coachOS, a white-label platform that enables delivery of transformational experiences via web, iOS, and Android apps. The Studio provides expert partnership for designing, building, and launching custom experiences. The Shaping Session is a consulting engagement offering structured transformation planning. Character Amp is a sub-brand built on coachOS for youth character development programs. The offering operates as a platform (coachOS) with associated professional services (Studio, Shaping Session) and partner-branded implementations (Character Amp).

Differentiator

Problem solved

Functional benefit

Brands

• coachOS: White-label platform for delivering transformational experiences that unfold over time, specifically designed for coaching and consulting
• The Studio
• Character Amp
• ACEs (Automated Client Experiences)

Products and services

• coachOS White-label SaaS platform for executive coaches and consultants to deliver transformational experiences that unfold over time. Features Automated Client Experiences (ACEs), multi-dimensional scoring and progress reports, built-in accountability (nudges, reminders, escalation), multi-channel micro-engagement, and native web, iOS, and Android apps.
• The Studio Expert partnership service for executive coaches and consultants that designs, builds, and launches custom transformational experiences via a three-phase process (Design, Build, Launch). Sold as a professional services engagement to clients of any size.
• The Shaping Session A fixed-price consulting engagement (listed at $5,000 value, sold at $1,500) that converts a coach's or consultant's vision into a concrete plan. Includes a guided design process, written product specification, rough sketches and wireframes, a sales pitch for early validation, a follow-up refinement session, plus bonuses: a 90-day coachOS trial, a working demo, and three customer interviews. Limited to one engagement per month.

Quantifiable outcome

• 40+ hours of character development per team per season with zero extra work for coaches
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Satori: White-label coaching and learning platform enabling coaches and training providers to deliver branded programs at scale. Overlaps with coachOS in the white-label transformation delivery category.
• LifeLabs (formerly Coach.me): Habit and goal-tracking platform with coaching community features, serving individuals and coaches. Adjacent peer in the habit-formation and accountability-mechanics category that coachOS explicitly engineers into its product.

Broad incumbents

• CoachHub: Global enterprise digital coaching platform serving large organizations with structured coaching programs. Operates in the same enterprise coaching transformation space Dulead targets with its C-suite-to-front-line scaling pitch.
• BetterUp: Enterprise coaching platform combining AI-driven coach matching with development programs at scale. Dulead explicitly differentiates from corporate training; BetterUp represents the better-funded incumbent serving overlapping buyer needs.
• Sounding Board: Enterprise coaching platform pairing leaders with curated coaches and offering measurable development programs. Competes in the same measurable-transformation narrative that coachOS uses to differentiate from LMS tools.
• Docebo: AI-powered learning platform serving enterprise L&D. Dulead positions coachOS explicitly against repurposed corporate LMS tools like Docebo, making it a thematic — if not direct — incumbent competitor.

Direct peers

• Paperbell: All-in-one business platform for coaches including scheduling, payments, contracts, and program delivery. Targets the same independent-coach buyer that coachOS serves, though with broader practice-management scope.
• CoachAccountable: Coaching practice management platform for independent and small-firm coaches, offering session scheduling, client tracking, and program delivery tools. Comparable in serving executive coaches with practice-scale-up tooling.
• Simply.Coach: Coaching practice platform offering client management, program delivery, and engagement tools for coaches and consultants. Comparable horizontal positioning to Dulead's coachOS in the coaching transformation niche.
• Quenza: White-label SaaS platform built specifically for coaches and therapists to design and deliver client experiences that unfold over time. Closest functional analog to coachOS, including journey-based content delivery and branded client apps.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/duleader

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 Dulead