All Women L.E.A.D. Partners

What All Women L.E.A.D. Partners does

All Women L.E.A.D. Partners (AWL Partners) is a privately-held human performance consultancy headquartered in London, Ontario, Canada. Founded in 2019 by Melissa Maloney (25+ years in executive sales and operations leadership) and Jennifer Matwawana (Registered Clinical Social Worker and certified life coach), the firm was formally consolidated under the AWL Partners entity in 2024. The company operates two flagship programs: Herd Intelligence, a 120-day team development program that integrates the EQi 2.0 emotional intelligence assessment with a proprietary nine-archetype framework, a Drifting/Grounded/Guiding operational model, and the trademarked G.U.I.D.E.™ Leadership Method; and All Women L.E.A.D., a women's leadership community with tiered individual memberships (free, Leader's Circle at $9.99 CAD/month, Trailblazing Leaders and Ally Memberships at $29.99 CAD/month) and curated experiences including the monthly "Let's Get Intentional" CPD-accredited speaker series and the annual International Women's Day celebration. The technology stack is built on Kajabi for membership/event delivery with no proprietary software platform; the differentiated intellectual property is concentrated in assessment-anchored methodology and clinician-led facilitation rather than software.

AWL Partners monetizes through a hybrid six-stream revenue model. Recurring individual subscriptions form the community flywheel, organizational memberships starting at $1,999 CAD/year anchor B2B contracts (including ERG support packages for companies with women's employee resource groups), and one-time Herd Intelligence engagements tier up from a $3,499 CAD diagnostic into higher-priced multi-month programs with unlimited or 12-month coaching add-ons. Professional services revenue comes from executive and leadership coaching (incorporating EQi, EQ360, and DISC assessments), custom DEI consulting, and founder speaking engagements, while event sponsorships (title, gold, silver, bronze, and community tiers from partners such as Lerners LLP, BDC, TD Bank, and Delta Hotels) provide transactional and marketing-partner revenue. The customer base is split between individual women leaders and allies (B2C community-led growth) and organizations undergoing growth, change, or restructuring (B2B sales-led). Community engagement scaled from 40 attendees at the inaugural 2020 session to approximately 700 women and allies by 2026, and the 2026 Consumer Choice Award for Coaching Services in London, ON has been added to a portfolio that already includes BBB Torch Awards for Ethics finalist status and a Queen Elizabeth II Diamond Jubilee Medal held by co-founder Matwawana.

Name

All Women L.E.A.D. Partners

Legal name

All Women L.E.A.D. Inc.

Website

https://awlpartners.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

All Women L.E.A.D. Partners is a London, Ontario-based human performance consultancy offering emotional intelligence-driven 120-day team development programs (Herd Intelligence) and a tiered women's leadership community, serving organizations in transition and individual women leaders across Canada and virtually.

Ownership category

akta.pro rank

Product category

Leadership Development and Team Coaching

NAICS

Human Resources Consulting Services (541612), Management Consulting Services (54161), Professional Organizations (81392)

SIC

Services-Management Consulting Services (8742), Services-Membership Organizations (8600)

akta.pro primary industry

Remote/Hybrid Leadership & Distributed Team Management (EDABAAAN)

akta.pro secondary industries

Performance Management & OKRs (BPACAPAF), HR Service Delivery, Case Management & Employee Self-Service (BPACAPAL)

Keywords

• Leadership development coaching
• Team performance consulting
• Emotional intelligence training
• Executive coaching services
• Women's leadership programs

Headquarters

HQ city

London

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Memberships: Subscription memberships for individual women leaders and allies. Three tiers: Free Community Member, Leader's Circle ($9.99/month), Trailblazing Leaders ($29.99/month), and Ally Membership ($29.99/month). Recurring monthly revenue with annual options available.
2. Business/Organization Memberships: Annual organization memberships starting at $1,999/year providing 20+ CPD-approved workshops, resource hub access, 30% discounts on coaching and events, and done-for-you ERG solutions for workplaces.
3. Herd Intelligence Team Programs: 120-day team development programs with tiered pricing. HI Discovery (30-day diagnostic) at $3,499 credited toward program tiers. HI Perform, HI Accelerate, and HI Lead tiers with increasing coaching depth.
4. Event Tickets and Sponsorships: Individual event tickets (e.g., $19.99/session for Let's Get Intentional). Event sponsorships from corporate partners including title, gold, silver, bronze, and community tiers.
5. Executive and Leadership Coaching: Individual coaching services for leaders seeking focused one-to-one support outside group programs. Options include EQi and EQ360 assessments and coaching, DISC assessments, and goal-focused coaching.
6. Custom Workshops and Consulting: Custom workshop facilitation, DEI strategy consulting, and organizational development services for teams and companies seeking tailored solutions.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

AWL Partners is a human performance consultancy that sells a 120-day Herd Intelligence team development program built on EQi 2.0 emotional intelligence assessment for organizations, alongside the tiered All Women L.E.A.D.® individual membership community for women leaders and allies. The firm also delivers executive and leadership coaching, custom DEI workshops and consulting, business memberships for Women's Employee Resource Groups, keynote speaking, and recurring virtual and in-person events (International Women's Day flagship, monthly 'Let's Get Intentional' speaker series).

Product overview

AWL Partners is a human performance consultancy offering two primary programs: Herd Intelligence (a 120-day team development program available in three tiers: HI Perform, HI Accelerate, and HI Lead) and All Women L.E.A.D. (a women's leadership community with tiered memberships including Community Member, Leader's Circle, Trailblazing Leaders, and Ally Membership). The company also provides Speaking services, Executive Coaching, Business Memberships for organizations, and curated events including annual International Women's Day celebrations and monthly Let's Get Intentional virtual workshops. Additional offerings include Strat X (a year-long leadership circle) and The Herd Sessions (gender-specific add-on tracks). The portfolio is unified by a focus on emotional intelligence as the foundation for leadership and organizational development.

Differentiator

Problem solved

Functional benefit

Brands

• Herd Intelligence: A 120-day transformational team development program built on emotional intelligence assessment (EQi 2.0), archetype framework, and aligned coaching for organizations.
• Actually, I Can Leadership Hub
• Leader's Circle
• Trailblazing Leaders
• Strat X
• G.U.I.D.E. Method

Products and services

• Herd Intelligence A 120-day transformational team development program for organizations, built on EQi 2.0 emotional intelligence science and the proprietary G.U.I.D.E.™ Leadership Method, addressing behaviour, team relationships, and organizational environment simultaneously. Sold in tiered packages (HI Perform, HI Accelerate, HI Lead) that progress from assessment plus facilitated sessions to unlimited coaching and 12 months of habit-forming coaching.
• All Women L.E.A.D. Membership A tiered subscription community for female-identifying leaders at every level and their allies, delivered via a self-serve Kajabi platform (memberships.awlpartners.com). Tiers include a free Community Member tier and paid monthly/annual memberships (Leader's Circle at $9.99/month, Trailblazing Leaders and Ally Memberships at $29.99/month), unlocking virtual workshops, the LEAD-ers Library, and discounts on coaching and events.
• Business Membership Annual organization-wide membership starting at $1,999/year that delivers 20+ CPD-approved virtual workshops per year, free resource hub access, 30% off coaching and counselling for employees, 30% off event tickets, and done-for-you ERG support, designed to strengthen Women's ERGs and workplace equity programming.
• Let's Get Intentional Sessions Monthly CPD-accredited virtual leadership workshops featuring expert speakers on topics for women leaders and allies, sold individually at $19.99/session (free for premium membership holders), with interactive Q&A and actionable takeaways.
• International Women's Day Celebration Annual flagship event celebrating women leaders, combining speakers, vendor marketplace, and the She L.E.A.D.S. Awards, with multi-tier sponsorship packages (title, gold, silver, bronze, community) for corporate partners and ticketed attendance for the broader public.
• Speaking Services Keynote and speaking engagements delivered by founders Melissa Maloney and Jennifer Matwawana on emotional intelligence, leadership, gender equity, and workplace culture, available for conferences, leadership retreats, corporate events, and internal team days.
• Executive Coaching One-to-one executive and leadership coaching for individual senior leaders, including EQi 2.0 and EQ360 assessments, DISC assessments, and goal-focused coaching sold as standalone engagements outside group programs.
• Strat X Curated year-long leadership circle for mid-to-late stage career women, executives, founders, and business owners seeking peer relationships and advanced leadership development, sold by application with limited seats on a multi-year contract basis.

Quantifiable outcome

• 353% average ROI on human performance development investment ($4.53 return per dollar invested)
• +5 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered title sponsor, core sponsor, gold sponsor, silver sponsor, bronze sponsor and community sponsor.

• Lerners LLPtitle sponsorGTM or Marketing Partner · 19 January 2026Title Sponsor for IWD 2026 event 'The Future is NOW! International Women's Day Celebration'. AWL Partners recognition as 2026 Consumer Choice Award winner for Coaching Services featured alongside this sponsorship.
• Goodlifecore sponsorGTM or Marketing Partner · 19 January 2026Sponsor of 'Leader of the Year' award category at IWD 2026 She L.E.A.D.S. Awards.
• bdc (Business Development Bank of Canada)core sponsorGTM or Marketing Partner · 19 January 2026Sponsor of 'Entrepreneur of the Year' award category at IWD 2026 She L.E.A.D.S. Awards.
• LBMXgold sponsorGTM or Marketing Partner · 19 January 2026Gold Sponsor for upcoming events season 2026.
• TD Banksilver sponsorGTM or Marketing Partner · 19 January 2026Silver Sponsor for upcoming events season 2026.
• ADONIS Mediterranean Marketbronze sponsorGTM or Marketing Partner · 19 January 2026Bronze Sponsor for upcoming events season 2026.
• Sifton Propertiesbronze sponsorGTM or Marketing Partner · 19 January 2026Bronze Sponsor for upcoming events season 2026. Tagline: 'Experience. The Difference.'
• Goodlife Fitnessbronze sponsorGTM or Marketing Partner · 19 January 2026Bronze Sponsor for upcoming events season 2026.
• BECK Hearing Aid Centre Inc.bronze sponsorGTM or Marketing Partner · 19 January 2026Bronze Sponsor for upcoming events season 2026.
• MNP LLPbronze sponsorGTM or Marketing Partner · 19 January 2026Bronze Sponsor for upcoming events season 2026.
• GIFTIIbronze sponsorGTM or Marketing Partner · 19 January 2026Bronze Sponsor for upcoming events season 2026.
• Delta Hotels by Marriott London Armouriescommunity sponsorGTM or Marketing Partner · 19 January 2026Community Sponsor for upcoming events season 2026.
• Ahria Consultingcommunity sponsorGTM or Marketing Partner · 19 January 2026Community Sponsor for upcoming events season 2026. Celebrating 35 years of service.

Scale indicators8 records

Recent moves1 record

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@AWL-Partners

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 All Women L.E.A.D. Partners