What Reframed does

Reframed Oy is a Helsinki-based, founder-led private consulting and coaching collective operating in the Finnish human resources services market. Founded in 2021 (previously trading as Wavelet Consulting Oy), the firm is structured as 'The Reframed Collective' of 8 purpose-driven professionals led by Founder & CEO Saara Eder-Falck, and delivers six service lines: Consulting & Advisory (change/transformation, leadership, organisational design, culture, talent acquisition, HR redesign, process design), Facilitation & Training (workshops, team offsites, leadership and change support), Interim HR (temporary placement of senior HR professionals across small, medium, and large organisations), Group & Team Coaching, Business Coaching, and Life & Wellness Coaching.

The firm serves two customer segments horizontally: organisations of all sizes seeking people, leadership, and HR-function development, and individual professionals navigating career transitions or seeking personal authenticity and wellness. Its core differentiation is a stated philosophy that 'you don't need to change who you are to become better at what you do,' combined with tailored, non-productised engagements assembled from a multi-disciplinary collective.

Reframed's business model is fee-for-service professional services with custom, quote-based pricing; no public pricing exists. The go-to-market is sales-led via direct outreach, professional networking (LinkedIn), and referrals, with no disclosed third-party channel partners, intermediaries, or marketing automation stack. The firm operates exclusively from its Helsinki headquarters (Bulevardi 9 i), has no disclosed external funding, no patents or trademarks on file, and no parent company or subsidiaries — its scale and competitive position are entirely a function of the 8 named professionals' individual credentials and the branded 'humane paradigm shift' positioning.

Name

Reframed

Legal name

Reframed Oy

Website

https://reframed.fi

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Reframed Oy is a Helsinki-based collective of 8 HR and coaching professionals offering organisational development, leadership, interim HR, and coaching services to Finnish organisations and individual professionals through tailored, fee-for-service engagements.

Ownership category

akta.pro rank

Product category

Organisational Development Consulting

NAICS

Human Resources Consulting Services (541612), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Organizational Change & Transformation Coaching (EDABANAG)

Keywords

• Organisational development consulting
• Leadership development services
• Interim HR services
• Executive business coaching
• Change management advisory

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Consulting & Advisory Services: Advisory, development and consulting projects tailored for organisational needs including change/transformation, leadership, organisational design, culture, talent acquisition, HR transformation, and employee experience.
2. Facilitation & Training: Workshop facilitation, team offsites, and training facilitation from design to delivery for leadership support, change support, career support, professional development, team dynamics, and engagement.
3. Interim HR Services: Temporary placement of skilled and experienced HR professionals at various organisational levels, including Head of HR, HR Transformation Lead, Business HR, Head of Talent & Leadership, Recruitment Lead, and Change Lead roles.
4. Group & Team Coaching: Group and team coaching services tailored to organisational needs.
5. Business & Life Coaching: Coaching services for professionals seeking career support, life balance, wellness, and personal development. Includes business coaching for new roles and career crossroads, and life/wellness coaching for authenticity and goal alignment.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Reframed is a Helsinki-based consulting and coaching collective that delivers organisational and people development services. Its core offerings include consulting and advisory on change/transformation, leadership, organisational design, culture, and HR redesign; facilitation and training workshops; interim HR placements across organisational levels; and group/team, business, and life & wellness coaching for individual professionals.

Product overview

Reframed is a consulting and coaching firm offering a unified portfolio of human capital and organisational development services. The core offering consists of Consulting & Advisory, Facilitation & Training, Interim HR, Group & Team Coaching, Business Coaching, and Life & Wellness Coaching. These services are designed to work together as a comprehensive people development ecosystem, helping organisations transform while supporting individual professionals in their growth and authenticity journey.

Differentiator

Problem solved

Functional benefit

Products and services

• Consulting & Advisory Tailored advisory, development, and consulting projects for organisations covering change/transformation, leadership, organisational design, culture, talent acquisition, talent function transformation, talent strategy, employee experience, HR redesign, and process design.
• Facilitation & Training Workshop facilitation, team offsites, and training facilitation from design to delivery, covering newly appointed leader support, leadership support, change support, career support, professional development, team dynamics, and engagement.
• Interim HR Temporary placement of skilled HR professionals across all organisational levels, providing roles such as Head of HR (small and medium companies), HR Transformation Lead, Business HR, Head of Talent & Leadership, Recruitment Lead, and Change Lead (medium and large companies).
• Group & Team Coaching Group and team coaching services tailored to organisational needs, helping teams develop dynamics, engagement, and collective effectiveness.
• Business Coaching Coaching for professionals who are starting in a new role and want to get the best start, or those at career crossroads seeking to figure out their next move.
• Life & Wellness Coaching Coaching that helps individuals craft the life and level of wellness they want by tapping into their authentic self, building from their own strengths, purpose, needs, and dreams to find clarity and take aligned action with their goals.

Quantifiable outcome

• Stronger connection to self and world around
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• SHL: Provider of talent assessment, leadership development, and people analytics solutions used in selection and development. Comparable to Reframed's talent strategy, leadership, and HR function transformation work, though with a more assessment-tech orientation.
• Right Management (ManpowerGroup): Talent and career management consulting arm of ManpowerGroup delivering leadership development, career transition, and organisational consulting. Comparable to Reframed's career coaching, HR transformation, and change management services.
• Spencer Stuart: Global executive search and leadership advisory firm that also runs board advisory and organisational consulting engagements. Comparable to Reframed in the leadership advisory and coaching segments it targets.
• Korn Ferry: Global organisational consulting firm with deep practices in talent acquisition, leadership development, and HR transformation. Directly comparable as a much larger incumbent offering the same change/leadership/HR advisory stack that Reframed sells to Finnish organisations.
• FranklinCovey: Global training and coaching firm offering leadership development, change, and performance solutions. Comparable to Reframed's facilitation, training, and executive coaching offerings, but at significantly larger scale.
• McKinsey & Company (People & Organizational Performance Practice): Global management consultancy with a dedicated People & Organizational Performance practice covering change management, organisational design, culture, and leadership development. Overlaps with Reframed's core consulting & advisory offering at much larger scale.

Direct peers

• Egon Zehnder: Executive search and leadership advisory firm with strong practices in executive coaching, leadership development, and organisational consulting. Closely aligned with Reframed's coaching and leadership advisory offering, though operating globally rather than in Finland only.
• Development Dimensions International (DDI): Specialist leadership and talent development consultancy focused on leadership pipelines, selection, and transformation. Directly comparable to Reframed's leadership development, facilitation, and team coaching services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/reframedoy

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Reframed