Case study / Build
A coaching method, rebuilt as a product
Turning an expert practice into a product that still sounds like the expert.
We developed Ara II with the executive coach Jord Cuiper: his methodology, running as a live AI product, with members in more than twenty countries.
Ara II is a digital coaching product. We developed it with Jord Cuiper, an executive coach, on his methodology, and we run its growth. It is live, with members in more than twenty countries.
Jord had the problem most good practitioners have. The method worked; the calendar ran out. The depth happened in the room, one person at a time, and the waitlist grew faster than the week had hours. A book would flatten it. A course would age.
The open question was whether an AI could carry his judgment to someone who would never sit in his chair, and still earn their time. We built Ara II on one assumption: a methodology can run as software and stay specific, as long as it is built from the practitioner's own practice.
As answers become abundant, human presence becomes premium. What is scarce now is judgment, applied to your own situation.
87%
Think more decisively
79%
Overthink less
64%
Move a goal in 30 days
90%
Would recommend it
Member outcomes are self-reported by Ara II's closed beta cohort of nine. A small sample. We treat it as an early signal.
Past results do not guarantee future performance.
What we built
Ara II opens with a two-hour Genesis session. It maps a member's values, their real capacity, and the patterns that run underneath both. Everything after that runs on top of the Genesis map, using coaching prompts Jord authored and refined himself.
It applies Jord's practice to a member's situation, and it discloses that it is an AI on every interaction. It is coaching software, and it is not therapy.
- Grounded in 10,000 hours of executive coaching. The prompts are Jord's own, written and refined by him.
- Data-backed from the member's own stories. Values and patterns surface from what they actually say, mapped to their situation.
- Private by design. The member owns their map, conversations are never used for training, and one click deletes the account, the map, and the history.
How it works underneath
The method is Jord's own, built from his years of coaching practice. Ara is trained to recognize the patterns he works with by name: the knowing-doing gap, the capacity threshold, avoidance disguised as preparation, the cycle of committing, overloading, and dropping.
The methodology corpus rides in the prompt, cached, rather than fetched from a database, because it is small enough to carry on every turn and the model follows it more faithfully that way. Ara cannot improvise past Jord's frameworks. The build runs on Next.js, Supabase, and the Claude API. The model is trained on the methodology; member conversations are not used for training.
What it is doing
Ara II is live, with members in more than twenty countries. In the closed beta the early signal was good. Members reported thinking more decisively and overthinking less, and most said they would recommend it. The figures above come from nine people, so we hold them lightly, but the direction is the point.
Members start with a free first week, then a Genesis session at 399 EUR and coaching from 89 EUR a month, less on an annual commitment. That pricing is the product's, not ours to set alone.
How we built it together
We built and grew Ara II end to end, the product and the growth that brings members to it, on a revenue-share model with no flat build fee. We operate it alongside Jord and his entity, and the first working version shipped inside ninety days. We have iterated together since.
The lines are clear on purpose. Jord keeps his coaching practice, his brand, his content, and his members. The engine that runs the product, the workflows, the prompts, and the code libraries, stays our background IP. For the term of the agreement Jord runs Ara II on a non-exclusive license to it, with a defined path to buy out the product's own code if he ever wants to own it outright. We call this a partnership in the everyday sense, under a commercial revenue-share model.
What it means for a build
Ara II is the clearest example of the build side: a person's expertise running as software, reaching people the calendar never could.
You helped turn my coaching methodology into a product that can genuinely help people at scale, without losing the depth and impact of the work.
Thought you might wonder
- Is this a joint venture or legal partnership?
- No. It is a commercial revenue-share collaboration governed by our terms. We use partnership as the everyday word for how we work together.
- Can the AI go off-method?
- No. Every response is grounded in Jord's methodology and cannot improvise beyond his frameworks. It discloses that it is an AI on every interaction.
- Is member data used to train it?
- No. Ara is trained on the methodology; member conversations are not used. The member owns their map, and one click deletes the account and everything in it.
- Who owns what?
- Jord keeps his coaching practice, his brand, his content, and his members. The engine, workflows, prompts, and code libraries that run the product are our background IP. For the term of the agreement he has a non-exclusive license to run Ara II on it, and a defined buyout path to own the product's own code outright.
- What does it cost a member?
- A free first week, then a 399 EUR Genesis session and coaching from 89 EUR a month, less on an annual commitment.