InNow

What InNow does

InNow is a privately held UK-based coaching, training, facilitation, and consulting firm founded in 2016 by Fiorenza Rossini, a former investment banker who transitioned to full-time coaching in 2019 after becoming a parent. The firm operates four productized service lines — InWorkingParent (parents returning to work), InBelonging (organizational inclusion), InLeadership (leadership development), and InCrossCultural (cross-cultural navigation) — delivered through one-to-one and group engagements plus corporate training programs. Customers include individual professionals and enterprise clients such as Mars, Zuora, Franke Group, and American Express, with services priced on a quote basis following discovery calls.

The firm has no proprietary technology platform, mobile app, or API; its offering is built entirely on human expertise. Underlying distribution runs through a content-led marketing stack anchored by The Belonging Project Podcast (40+ episodes across Spotify and Apple Podcasts), a blog, guided meditations, downloadable workbooks, and a newsletter, all driving discovery calls as the conversion mechanism. The business is bootstrapped, founder-owned, and operates globally via virtual delivery from London with a headcount of 1-10, with no disclosed revenue, funding, or institutional investors.

The revenue model is professional services across three streams: coaching (individual and group), training and facilitation (corporate workshops), and consulting (organizational change). Pricing is not publicly disclosed and is established through discovery conversations, with no subscription or productized recurring tier evident. The GTM motion is sales-led and content-supported, relying on thought leadership, organic search, and referrals rather than paid acquisition or partnerships.

Name

InNow

Legal name

InNow

Website

https://growinnow.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

InNow is a UK-based coaching and consulting firm offering one-to-one coaching, group programs, and corporate training in leadership, working parenthood, cross-cultural navigation, and workplace belonging, serving individual professionals and enterprise clients such as Mars, Zuora, Franke, and American Express.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Coaching Services: One-to-one and group coaching engagements for professionals, working parents, and leaders. Sessions are conducted directly with clients, likely through scheduled appointments and ongoing coaching relationships.
2. Training and Facilitation: Corporate training programs and workshop facilitation for organizations looking to build inclusive cultures and support employee transitions.
3. Consulting Services: Organizational consulting for companies undergoing change, managing diverse teams, or developing leadership capabilities.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

InNow provides professional coaching, training, facilitation, and consulting services through four service lines: InWorkingParent (support for parents returning to work), InBelonging (helping organizations build inclusive workplace cultures), InLeadership (leadership development for emerging and current leaders), and InCrossCultural (support for professionals navigating global teams and cultural transitions). Services are delivered as tailor-made one-to-one or group interventions for both individual professionals and enterprise clients, and are accompanied by free content resources including the Belonging Project Podcast, meditations, videos, downloads, and an insights blog.

Product overview

InNow is a coaching and training services company offering a portfolio of four core coaching services: InWorkingParent (for parents returning to work), InBelonging (for building inclusive workplace culture), InLeadership (for leadership development), and InCrossCultural (for cross-cultural navigation). These services span coaching, training, facilitation, and consulting through tailor-made one-to-one or group interventions. The company also provides content resources including the Belonging Project Podcast, guided Meditations, Videos and Audios, downloadable resources (Infographic Self-Care Ideas, Happiness Activator Workbook), and an Insights blog covering workplace topics. The portfolio is unified under the theme of helping professionals balance meaningful work with a full life through confidence-building, clarity, and belonging.

Differentiator

Problem solved

Functional benefit

Brands

• The Belonging Project Podcast: The company's podcast focused on exploring what it means to feel belonging at work, featuring interviews with guests on topics including working parents, identity, career transitions, and workplace culture.
• InWorkingParent
• InBelonging
• InLeadership
• InCrossCultural

Products and services

• InWorkingParent One-to-one and group coaching service for parents returning to work after maternity or parental leave, helping them reshape their identity as working parents and build confidence, clarity, and belonging while balancing work and wellbeing.
• InBelonging Coaching, training, facilitation, and consulting service focused on building workplaces where people feel they matter in every season of their life and career, helping organizations create inclusive environments that improve retention and collaboration.
• InLeadership Leadership coaching for professionals entering new leadership roles, those looking to advance their careers, or global leaders seeking to maximize their team's way of working together.
• InCrossCultural Coaching service for professionals working with global teams, moving abroad, or navigating new cultural environments, helping bridge cultural gaps for seamless and joyful cross-cultural experiences.

Quantifiable outcome

• Client testimonial reports transformation in addressing lifelong limiting beliefs and imposter thoughts after 6 months of coaching
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Torch (formerly Popper & Company): Torch is a coaching and leadership development platform targeted at enterprise teams, providing both 1:1 and group coaching. It is a direct peer to InNow in the enterprise coaching market, with a similar product positioning around leadership and team effectiveness.
• Sounding Board: Sounding Board is an enterprise coaching platform that matches employees with certified coaches and provides measurement tools. It is a direct competitor to InNow in the tech-enabled enterprise coaching market.
• CoachHub: CoachHub is a digital coaching platform serving enterprise clients with leadership and professional development coaching globally. It is one of the most direct competitors to InNow in the enterprise coaching space, differentiated primarily by scale and technology.
• ezra (formerly Ezra Coaching): ezra is an enterprise coaching platform offering personalized coaching delivered through a digital experience. It competes directly with InNow for corporate coaching spend, primarily differentiated by its app-based, scaled delivery model.

Broad incumbents

• BetterUp: BetterUp is a large-scale enterprise coaching and mental health platform combining 1:1 coaching with a technology platform. It is comparable to InNow because both sell professional coaching to corporate buyers, but BetterUp operates at vastly greater scale, with a tech-enabled delivery model that InNow lacks.
• Dale Carnegie & Associates: Dale Carnegie is a long-established global training provider focused on leadership, communication, and professional development. It overlaps with InNow's training and facilitation offerings, particularly InLeadership, as a broad incumbent in corporate training.
• Korn Ferry: Korn Ferry is a global organizational consulting firm with a large leadership development, executive coaching, and talent advisory practice. It competes with InNow for corporate leadership development and coaching budgets, but at a much larger and more diversified scale.
• FranklinCovey: FranklinCovey is a longstanding leadership development and training firm offering workshops, coaching, and content (e.g., The 7 Habits). It overlaps with InNow's InLeadership and InBelonging offerings as a broad incumbent in the corporate leadership and behaviour-change training space.
• Center for Creative Leadership (CCL): CCL is a globally recognized leadership development and research institution offering coaching, training, and assessment programs. It is comparable to InNow's InLeadership offering as a research-backed leadership development provider serving enterprise clients.

Emerging players

• Mindlify: Mindlify is an emerging European workplace wellbeing and coaching provider offering digital access to coaches and mental health support. It is comparable to InNow in addressing corporate spending on employee wellbeing and coaching, with a more tech-enabled delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/thegenerationmindful

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 InNow