MaxGood.work
- Company typePrivate
- Founded2023
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
MaxGood.work firmographics
Firmographics- Name
- MaxGood.work
- Legal name
- 14334876 Canada Inc.
- Website
- https://maxgood.work
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
MaxGood.work industry classification
Industry- Product category
- AI Coaching Software
- NAICS
- Software Publishers (5132), Software Publishers (513210), Professional and Management Development Training (61143), Professional and Management Development Training (611430)
- SIC
- Services-Prepackaged Software (7372), Services-Educational Services (8200), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- AI Tutoring Systems (Conversational Tutors, Homework Helpers) (EDAFAFAC)
- akta.pro secondary industries
- AI-Powered Tutoring & Study Assistant Platforms (EDANAGAD), Study Skills & Executive Function Coaching (Planning, Organization, Time Management) (EDANADAB), ADHD/Executive Function & Organization Coaching (Academic) (EDANAFAC), AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)
Keywords
Where MaxGood.work is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
MaxGood.work business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Avatar Subscription Revenue: Monthly SaaS subscriptions for AI coaching Avatars across four tiers (Tester Free, Starter $150/mo, Essential $499/mo, Enterprise $1,495/mo). Revenue from coach and enterprise customers paying recurring monthly fees for platform access, AI coaching, and expert content.
- Expert Author Content Licensing: Expert Authors license their content (books, courses, blogs, videos) to MaxGood.work. Authors receive quarterly revenue share (5% of Eligible Revenue) based on weighted usage of their content chunks. Payment threshold: CAD $250/quarter.
- Value-Added Reseller (VAR): Resellers sell MaxGood.work Avatar products to end customers. VARs join via demo request form selecting 'I want to become a MaxGood.work value-added reseller'.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free forever — 5 users per Avatar for platform testing |
| Subscription | Monthly | Launch-priced small team coaching — $50/mo (was $150/mo) |
| Subscription | Monthly | Independent coach scaling — $499/mo with 2-week free trial |
| Subscription | Monthly | Enterprise-grade organization coaching — $1,495/mo |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels9 records
MaxGood.work product offering
Product offeringCore offering
MaxGood.work sells a SaaS AI-Powered Coaching Platform that lets independent coaches, leaders, and organizations build personalized AI coaching "Avatars" trained on licensed expert content, hyper-contextualized to each user's role and progress. The platform combines multiple LLMs (GPT-4o, GPT-5) with retrieval-augmented generation over a curated Author Library to deliver proactive, 24/7 coaching across web chat, email, Microsoft Teams, Slack, and Discord. Subscription tiers (Tester Free, Starter $50/mo, Essential $499/mo, Enterprise $1,495/mo) and a Licensed Expert Author licensing program form the commercial offering.
Product overview
MaxGood.work is an AI-Powered Coaching Platform that enables coaches, leaders, and organizations to scale their impact through AI-powered coaching Avatars. The platform operates a tiered product portfolio: the free Tester Avatar and Starter Avatar ($50/month) serve as entry points for testing and small team coaching, while the Essential Avatar ($499/month) and Enterprise Avatar ($1,495/month) are the primary paid offerings for independent coaches and organizations respectively. The platform is complemented by a Licensed Expert Author Program that provides curated Foundation Content from expert authors, and a Public API (BETA) for Enterprise integrations. Key differentiating features include RL/AI Continuity (seamless hybrid coaching between real-life and AI interactions), hyper-contextualized personalization, proactive agentic capabilities, and a proprietary IDRAG algorithm for content chunking. The platform integrates with communication tools (Email, Microsoft Teams, Slack, Discord, Web Chat) and workflow tools (JIRA).
Differentiator
Problem solved
Functional benefit
Products and services
- AI-Powered Coaching Platform SaaS AI coaching platform that enables coaches, leaders, and organizations to create AI-powered coaching Avatars replicating a coach's personality, expertise, and methodology. Combines licensed expert content with GPT-4o/GPT-5 LLMs and RAG to deliver hyper-contextualized, 24/7 coaching via web chat, email, Microsoft Teams, Slack, and Discord. Offered in four tiers: Tester Avatar (free, 5 users), Starter Avatar ($50/mo, 12 users), Essential Avatar ($499/mo, unlimited users for independent coaches), and Enterprise Avatar ($1,495/mo, SSO/white-label/self-hosted for organizations).
- Licensed Expert Author Program
Quantifiable outcome
- Multiply coaching attention by 10x or more with AI avatars
- +2 more outcomes
Companies that use MaxGood.work
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
MaxGood.work technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability7 records
Feature10 records
MaxGood.work partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, flagship and minor.
- RISE Human Development (Regina Lucena and Vitor Rodrigues)coreRISE Human Development, a Brazilian leadership and learning consultancy with over 15 years of work, joins as Licensed Expert Authors. Content covers five domains: Emotional Intelligence, People and Culture, Team Building and Collaboration, Leadership, and Gamification. Regina Lucena (co-founder, strategic direction) and Vitor Rodrigues (CKO, learning architecture) contribute practice-tested methodology for organizational leadership development.
- James HeidemacoreJames Heidema, author of 13 books on sales leadership, sales management, and coaching, joins as a Licensed Expert Author. His frameworks are now available as Foundation Content for coaches, fractional CROs, and sales leaders on the MaxGood.work platform.
- Scrum AllianceflagshipMaxGood.work is an official partner of Scrum Alliance. Active Scrum Alliance coaching certification holders (CEC, CTC, CSC, CAC) can claim a free personalized AI coaching avatar built to extend their presence, preserve their voice, and serve clients 24/7. Free Tester Avatars for all SA members, 20% discount on standard products, and exclusive access to Marina AI. Partnership announced May 2026.
- Expert Authors (Lyssa Adkins, Mishkin Berteig, David J Anderson, Doug Allen, Mary Poppendieck, Alexei Zheglov)coreExpert authors in management, business, leadership, Lean operations, and Agile methodology whose curated content is licensed for use in MaxGood.work AI coaching avatars. Content is algorithmically selected and referenced in Avatar responses, with links for further reading.
- OpenAIcoreMaxGood.work uses OpenAI's large language models (GPT-4o, GPT-5) as the core AI engine powering Avatar coaching responses. Platform constantly tests and re-tests to use the best available LLMs.
- Amazon Web Services (AWS)coreAWS is used as the cloud infrastructure provider for the MaxGood.work platform. Listed as part of the core technology stack alongside Python, Pinecone, and Postgres.
- PineconecorePinecone vector database used as part of the RAG (retrieval-augmented generation) system that enables Avatar responses to reference licensed expert content from the Author Library.
- Discord CommunityminorDiscord used as the community platform for API BETA feedback. The v1beta-api-support channel is where BETA feedback is read and shapes the GA API roadmap. Discord invite link: discord.gg/UMGkK4ES
Scale indicators3 records
Recent moves6 records
Expansion highlights7 records
MaxGood.work competitors and assessment
Company assessmentDirect peers
- BetterUp: BetterUp is the largest enterprise coaching platform combining human coaches with AI-driven personalization (BetterUp CoachAI). Directly comparable as a B2B coaching subscription product with AI augmentation, tiered enterprise pricing, and SSO/integrations aimed at large employers.
- Torch: Torch provides enterprise leadership development through 1:1 coaching plus digital learning, with measurement dashboards. Comparable as an enterprise coaching platform with hybrid human + digital delivery and analytics.
- Sounding Board: Sounding Board offers enterprise leadership coaching with a curated coach marketplace and AI-driven insights. Comparable as a tiered SaaS coaching product targeting enterprise L&D buyers with measurement and analytics features.
- CoachHub: CoachHub is a digital coaching platform for enterprises with AI-matched coach pairing and analytics. Directly comparable as a SaaS coaching platform serving mid-market and enterprise customers with tiered offerings and integrations with collaboration tools.
- Quenza: Quenza is a client engagement platform for coaches with content libraries, exercises, and automations. Comparable as a SaaS tool specifically designed for independent professional coaches to scale delivery and personalize at scale.
- Rocky.ai: Rocky.ai offers AI-driven personal and team coaching via a chatbot interface, targeting individuals and small teams. Comparable as an AI-native coaching product on a freemium/subscription model with similar conversational avatar-style delivery.
- GrowthSpace:
Broad incumbents
- Hone: Hone is a live cohort-based leadership and management training platform used by enterprises. Comparable as a broader-scope professional development SaaS targeting the same L&D buyers, though delivery is live instructor-led rather than AI coaching.
Emerging players
- Sana (Sana Labs): Sana is an AI-native learning and knowledge platform for enterprises with conversational assistants. Comparable as an AI application platform leveraging LLMs for personalized, contextual answers — adjacent to MaxGood.work's coaching-specific RAG stack.
- Valence: Valence delivers AI-augmented team coaching and collaboration guidance for distributed teams. Comparable as an emerging player in the AI-coaching-for-teams niche, overlapping with MaxGood.work's Enterprise Avatar positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MaxGood.work social profiles
Digital presenceMaxGood.work compliance and trust
Trust signalCompliance3 records
MaxGood.work financial estimates
Financial estimateRevenue estimate
Valuation estimate
MaxGood.work leadership team
Management profileNumber of profiles
Profiles2 records
MaxGood.work funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MaxGood.work 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 MaxGood.work
What does MaxGood.work do?
MaxGood.work sells a SaaS AI-Powered Coaching Platform that lets independent coaches, leaders, and organizations build personalized AI coaching "Avatars" trained on licensed expert content, hyper-contextualized to each user's role and progress. The platform combines multiple LLMs (GPT-4o, GPT-5) with retrieval-augmented generation over a curated Author Library to deliver proactive, 24/7 coaching across web chat, email, Microsoft Teams, Slack, and Discord. Subscription tiers (Tester Free, Starter $50/mo, Essential $499/mo, Enterprise $1,495/mo) and a Licensed Expert Author licensing program form the commercial offering.
Is MaxGood.work a public or private company?
MaxGood.work is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MaxGood.work founded?
MaxGood.work was founded in 2023. It employs 11 to 50 people.
Where is MaxGood.work based?
MaxGood.work is headquartered in Toronto, Canada, in the North America region.
How does MaxGood.work make money?
Three revenue lines are on record. Avatar Subscription Revenue is the primary driver. The others are expert Author Content Licensing and value-Added Reseller (VAR).
Who are MaxGood.work's main competitors?
Direct peers on record are BetterUp, Torch, Sounding Board, CoachHub, Quenza, Rocky.ai and GrowthSpace. Hone is listed as a broad incumbent. Emerging players are Sana (Sana Labs) and Valence.
Does MaxGood.work have an API?
Yes. MaxGood.work offers a Public API in BETA phase. The API is available for Enterprise Avatar Owners and Admins, authenticated via Avatar API keys. Phase 1 BETA covers three areas: Enterprise (confirm Avatar identity, semantic retrieval, tag members), Content management (create/manage content titles, upload documents, inspect/edit chunks, manage per-title footers), and Get a response from an Avatar. Phase 2 BETA adds User Management (invite, remove, manage members programmatically). Future phases planned include Newsjacking, Public data access, Avatar Alignment, and Avatar usage & sentiment analytics. The API uses server-to-server authentication with an Avatar API key created from Avatar Admin > Account. Full OpenAPI specification and Stability & Use Contract available at blog.maxgood.work/api-documentation-beta. Developer documentation is at blog.maxgood.work/api-documentation-beta.
What industry is MaxGood.work in?
MaxGood.work's product category is AI Coaching Software. Its primary akta.pro industry code is EDAFAFAC, AI Tutoring Systems (Conversational Tutors, Homework Helpers), with a secondary code of EDANAGAD, AI-Powered Tutoring & Study Assistant Platforms. Its NAICS code is 5132 and its SIC code is 7372.