Lucra®
Lucra® is a Scottsdale-based coaching and digital education company founded by Mindie Kniss, offering private Zoom coaching, online courses, and podcast content on mindset, trading, and speaker training for entrepreneurs, high-performers, and retail futures traders.
- Company typePrivate
- Founded2007
- HeadquartersScottsdale, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Lucra® does
Lucra® (operating as Lucra LLC) is a Scottsdale, Arizona-based coaching and digital education company founded by Mindie Kniss in 2007. The company delivers a portfolio of online courses, private coaching sessions, books, and podcast content targeting conscious entrepreneurs, high-performers, aspiring speakers, and retail futures traders. Its core product is The Inner Edge, a 60-minute private intensive coaching session sold at $500 per session via Zoom and addressing internal blocks, self-sabotage patterns, and mindset constraints. Complementary digital courses span personal development (How to Stay Positive at $297, Wealth Confident at $997), speaker training (Lucrative Speaker at $497, The Cliffhanger Method at $97, How to Be Funny on Stage at $97), and trading education under The Daily Rage brand (Futures 101 at $497, Micro Trading Masterclass at $997, Peak Performance Trader).
The business operates on a product-led, direct-to-consumer model built on one-time purchases with no recurring subscriptions and an explicit no-refunds policy. Distribution relies on owned digital channels: the lucra.com and lucra.llc storefronts built on WordPress with Ontraport CRM, AccessAlly membership management, and Stripe and Square payment processing. The Lucra Podcast (141+ episodes distributed on Apple Podcasts, Spotify, and YouTube) and the Lucra(tive) Substack newsletter serve as top-of-funnel content assets that drive organic course sales, supplemented by an affiliate relationship with Apex Trader Funding. The portfolio of proprietary frameworks and methodologies — including the Heart of Consciousness Framework, The Cliffhanger Method™, and The Inner Edge protocol — is protected through registered trademarks, with associated books (The Heart of Consciousness, Get Off Your But) distributed via Amazon.
Commercially, Lucra is a bootstrapped solopreneur operation with 1-10 employees and no disclosed institutional funding. Cumulative course and live event sales have exceeded $1M since founding according to the founder, with thousands of clients served across the lifetime of the business. Revenue streams include course sales (one-time licenses), book royalties via Amazon, coaching fees, and affiliate referrals through the Apex Trader Funding partnership. The business is operated as a location-independent LLC registered in Arizona, with Mindie Kniss serving as sole CEO since the death of co-founder Sean Stephenson in 2019; the company carries a meaningful key-person risk as a result.
Lucra® firmographics
Firmographics- Name
- Lucra®
- Legal name
- Lucra LLC
- Website
- https://lucra.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Lucra® is a Scottsdale-based coaching and digital education company founded by Mindie Kniss, offering private Zoom coaching, online courses, and podcast content on mindset, trading, and speaker training for entrepreneurs, high-performers, and retail futures traders.
- Ownership category
- akta.pro rank
Lucra® industry classification
Industry- Product category
- Personal Development Coaching
- NAICS
- Educational Support Services (61171)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Standalone Creator Course Platforms (Branded Schools) (MPACALAB)
- akta.pro secondary industries
- Creator Course Marketplaces (Multi-Instructor Catalogs) (MPACALAA), Certification & Credentialed Creator Programs (MPACALAI), Learning Content Bundling & Subscription Passes (All-Access Libraries) (MPACALAL), Meditation Apps, Digital Courses & Online Communities (HSADAJAH)
Keywords
Where Lucra® is headquartered
LocationHeadquarters
- HQ city
- Scottsdale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lucra® business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Online Courses: Self-paced digital courses sold as one-time purchases. Products include personal development courses ($297-$997), speaker training ($97-$2,997), and trading education ($497-$997). Revenue recognized at point of sale with no refunds policy.
- Coaching Services: The Inner Edge private intensive at $500 for 60 minutes via Zoom. One-time session-based coaching targeting high-performers.
- Book Sales: Books sold through Amazon including The Heart of Consciousness (best-seller in Cardiology category) and Get Off Your But by Sean Stephenson. Royalty-based revenue.
- Affiliate/Referral Revenue: Revenue from affiliate links for trading tools (Apex Trader Funding with coupon code YRKUIGCJ) and third-party products like The Key Is Confidence ($497).
- Podcast Content: Free podcast content (The Lucra Podcast) builds audience for upselling courses and coaching services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | The Inner Edge - 60-minute private coaching session |
| One time/ perpetual license | Pay-as-you-go | How to Stay Positive (When Life Gets Crazy) |
| One time/ perpetual license | Pay-as-you-go | Wealth Confident™ 8-Week Workshop |
| One time/ perpetual license | Pay-as-you-go | How to Be Funny on Stage (Speaker Training) |
| One time/ perpetual license | Pay-as-you-go | The Cliffhanger Method™ (Speaker Training) |
| One time/ perpetual license | Pay-as-you-go | Lucrative Speaker™ Training Summit |
| One time/ perpetual license | Pay-as-you-go | Coaching & Course Creation Programs |
| One time/ perpetual license | Pay-as-you-go | Early Black Friday Trader Bundle |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels7 records
Lucra® product offering
Product offeringCore offering
Lucra sells digital self-paced courses and 1-on-1 private coaching focused on high-performance mindset, wealth psychology, futures trading education, and speaker training. Customers purchase individual courses or book a single $500 60-minute Inner Edge intensive with founder Mindie Kniss, with all delivery happening digitally via Zoom, video modules, and an AccessAlly-powered membership site, supplemented by books sold on Amazon.
Product overview
Lucra® is a coaching and courses business operated by Mindie Kniss, offering a portfolio of personal development, wealth building, and trading education products. The core offering is The Inner Edge (private coaching), supplemented by courses on mindset (Wealth Confident, How to Stay Positive), speaker training (Lucrative Speaker, How to Be Funny, The Cliffhanger Method), and trading education through The Daily Rage brand (Futures 101, Micro Trading Masterclass, Peak Performance Trader). The company also publishes books (The Heart of Consciousness, Get Off Your But) and produces The Lucra Podcast. Products are delivered via video courses, digital downloads, Zoom sessions, and podcast episodes, with payment processing through Square and Stripe, CRM via Ontraport, and membership management through AccessAlly.
Differentiator
Problem solved
Functional benefit
Brands
- Wealth Confident: An 8-week workshop focused on transforming money mindset and creating financial abundance.
- How to Be Funny
- The Cliffhanger Method™
- Lucrative Speaker™
Products and services
- The Inner Edge A 60-minute private intensive coaching session for high-performers focused on internal psychology, mindset shifts, and breaking through self-sabotaging patterns; conducted via Zoom with founder Mindie Kniss. Priced at $500 per single session.
- How to Stay Positive (When Life Gets Crazy) A 3-part self-paced video course covering health, wealth, and relationships mindset with included eBook and audiobook bonuses, designed for individuals seeking to stay positive during stressful life circumstances. Priced at $297.
- Wealth Confident™ 8-Week Workshop An 8-week self-paced workshop transforming money mindset and building financial abundance, including video training modules with lifetime access and bonuses worth $497+$97. Priced at $997.
- How to Be Funny on Stage (and in Video) An on-demand speaker training course by Sean Stephenson teaching humor, storytelling, and stage presence for stage and video delivery. Duration 1:47 hours with lifetime access. Priced at $97.
- The Cliffhanger Method™ A speaker training course teaching Sean Stephenson's proprietary 4-step storytelling methodology for captivating audiences through stage and video. Video course length 1 hour 9 minutes. Priced at $97.
- Lucrative Speaker™ Training Summit A comprehensive speaker training program featuring 24 expert speaker training videos from industry names including Russell Brunson, Chris Voss, and Dean Graziosi, covering how to start, land TEDx talks, and scale a paid speaking business. Priced at $497.
- The Heart of Consciousness (Book) A best-selling book by Mindie Kniss on Heart Intelligence, ranked #1 Amazon Best Seller in Cardiology and #4 in Consciousness & Thought, sold through Amazon in print and Kindle formats.
- Get Off Your But (Book) An internationally acclaimed self-help book by Sean Stephenson on overcoming self-sabotage, translated into over 12 languages and distributed globally via Amazon.
- Futures 101 A foundation trading course for futures markets covering entry-level strategy and setup recognition. Regular price $497; sold individually and as part of the Early Black Friday Trader Bundle.
- Micro Trading Masterclass An advanced trading course teaching multi-contract trading using micro futures to scale position size responsibly. Regular price $997.
- Peak Performance Trader A trading psychology course covering discipline, emotional control, stress management, flow state, and a 21-day habit rewiring challenge for active traders.
- Coaching & Course Creation Programs Higher-ticket coaching and course creation programs priced at $1,997 to $2,997 for aspiring coaches and entrepreneurs building coaching businesses, sold as one-time perpetual access licenses.
Quantifiable outcome
- Trading target: $300/day for beginners, scaling to $1,000/day through Micro Trading Masterclass
- +3 more outcomes
Companies that use Lucra®
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Lucra® technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Lucra® partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- KivaminorHeartPath Giving Team has provided over 250 loans to entrepreneurs in more than 50 countries through Kiva microfinance platform. A percentage of Lucra's proceeds supports this initiative.
- 1% for the PlanetminorLucra is a proud member of 1% for the Planet, committing 1% of sales to environmental causes.
- Apex Trader FundingcoreLucra promotes Apex Trader Funding as the preferred trader funding platform with exclusive coupon codes (YRKUIGCJ). Mindie uses Apex for her own funded trading and teaches How to Get Funded course.
- Fusionary Formulas (Dr. Shivani Gupta)minorPodcast guest partnership with discount code LUCRAPODCAST for 15% off supplements. Cross-promotional relationship.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Lucra® competitors and assessment
Company assessmentBroad incumbents
- Tony Robbins (Tony Robbins Companies): Incumbent in the personal-coaching, mindset, and wealth-psychology space with books, events, seminars, and digital programs. Comparable on coaching methodology, event-driven launches, and wealth-mindset positioning.
- Hay House: Publishing and education platform for self-help and personal-development authors with books, courses, and live events. Comparable as a multi-author publisher/distributor of consciousness and mindset content.
- MasterClass: Subscription-based creator-led video course platform featuring world-class instructors. Comparable on the creator-course-platform business model, though at much larger scale and broader catalog.
Direct peers
- Mindvalley: Multi-instructor personal-growth and mindset learning platform selling self-paced courses, cohorts, and memberships. Highly comparable as a creator-led online learning brand that Lucra's CEO has appeared on stage with.
- BabyPips: Long-running futures and forex education site with School of Pipsology, community forums, and free content monetization. Directly comparable to The Daily Rage as a branded trading-education destination targeting retail futures traders.
- Dean Graziosi: Personal-development and real-estate/education entrepreneur selling masterminds, courses, and live events. Lucra explicitly features Graziosi in the Lucrative Speaker Summit and operates the same event-driven launch playbook.
- Marisa Peer: Founder-led therapist-turned-coach brand with proprietary Rapid Transformational Therapy methodology and a portfolio of courses, books, and 1:1 coaching. Closely mirrors Lucra's methodology + book + course + coaching stack.
- Russell Brunson / ClickFunnels: Founder-led education brand selling funnels, courses, certifications, and the ClickFunnels software platform. Comparable on coach-training programs ($1,997-$2,997 tier) and event-driven launches; also a featured guest in Lucra's Lucrative Speaker Summit.
- Brendon Burchard / Experts Academy: High-performance coaching brand with multi-tier course ecosystem (Books, courses, masterminds, certifications). Directly comparable as a founder-led personal-development and coach-training platform.
Regional players
- Sounds True: Multimedia publisher of mindfulness, meditation, and consciousness content (books, audio, courses). Strongly comparable on the Heart-of-Consciousness / mindfulness-adjacent content category Lucra operates in.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Lucra® social profiles
Digital presenceLucra® financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lucra® leadership team
Management profileNumber of profiles
Profiles1 record
Lucra® funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lucra® 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 Lucra®
What does Lucra® do?
Lucra sells digital self-paced courses and 1-on-1 private coaching focused on high-performance mindset, wealth psychology, futures trading education, and speaker training. Customers purchase individual courses or book a single $500 60-minute Inner Edge intensive with founder Mindie Kniss, with all delivery happening digitally via Zoom, video modules, and an AccessAlly-powered membership site, supplemented by books sold on Amazon.
Is Lucra® a public or private company?
Lucra® is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lucra® founded?
Lucra® was founded in 2007. It employs 1 to 10 people.
Where is Lucra® based?
Lucra® is headquartered in Scottsdale, United States, in the North America region.
How does Lucra® make money?
Five revenue lines are on record. Online Courses are the primary driver. The others are coaching Services, book Sales, affiliate/Referral Revenue and podcast Content.
Who are Lucra®'s main competitors?
Broad incumbents on record are Tony Robbins (Tony Robbins Companies), Hay House and MasterClass. Direct peers are Mindvalley, BabyPips, Dean Graziosi, Marisa Peer, Russell Brunson / ClickFunnels and Brendon Burchard / Experts Academy. Sounds True is listed as a regional player.
Does Lucra® have an API?
No public API is recorded for Lucra®.
What industry is Lucra® in?
Lucra®'s product category is Personal Development Coaching. Its primary akta.pro industry code is MPACALAB, Standalone Creator Course Platforms (Branded Schools), with a secondary code of MPACALAA, Creator Course Marketplaces (Multi-Instructor Catalogs). Its NAICS code is 61171 and its SIC code is 8200.