ICF-level coaching,
built for the AI era.
Voice. Depth. Privacy your people can actually trust.
One platform that makes your whole organization coachable.
Your managers are overwhelmed.
Your tools aren't helping.
82% of organizations miss tangible AI ROI. L&D budgets are shrinking. Your people are drowning in platforms they never log into. Meanwhile, the managers who hold your culture together are burning out without support.
82%
miss tangible AI ROI
<20%
of L&D tool features used
#1
CHRO priority: manager effectiveness
Sources: Accenture AI ROI Study, Pendo feature adoption research, Gartner CHRO priorities
Real coaching methodology. Not a chatbot.
Coaching has decades of evidence behind it. We bring that rigor to every employee.
$7.90
return for every $1 invested in coaching
ICF / HCI study
86%
of organizations report positive coaching ROI
ICF Global Coaching Study
70%
improvement in individual performance
ICF / PwC Global Study
“We didn't add AI to a coaching platform. We asked: what does coaching look like when you build it from the ground up in the AI era?”
Madalina McGuire
Founder & CEO · ICF PCC · Built the methodology into the architecture
What makes this different.
Three structural advantages competitors need years to replicate.
Built from the ground up for how coaching actually works.
Voice Intelligence
The only coaching platform that actually listens.
Real coaching happens in conversation. Mada coaches through voice with true emotional awareness — hearing tone, pacing, and the space between words. Not transcription fed to a chatbot. Native voice reasoning.
- Picks up on tone, pacing, and hesitation in real time
- Responds with natural cadence and presence
- Creates the conditions for real breakthroughs
Voice that understands emotion, not just words.
Unified Depth Spectrum
One coachee. One journey. Depth scales with need.
Others sell AI and human coaching as separate products. HeyMada unifies the entire experience. Your people move seamlessly from micro-reflection to voice sessions to a human practitioner. The coaching agreement carries across every step.
- Scales support exactly when it’s needed
- Never loses the thread of the conversation
- Human coaches step in with full, permissioned context
AI-Native Architecture
Built in the AI era. Not retrofitted for it.
Legacy platforms bolted AI onto decade-old coaching marketplaces. The result: a chatbot on top of a human network, sharing nothing.
HeyMada is a single architecture where voice, emotion, methodology, and AI are one system. Every interaction strengthens the coaching. That's what AI-native means for your people — coaching that learns and improves, not a bolted-on chat window.
- Voice + emotion + methodology in one system
- Every session makes the coaching smarter
- Privacy enforced at the database level, not by policy
One architecture. Not a chatbot bolted onto a marketplace.
Trust that creates openness.
When your people know they're safe, they do the real work. Here's exactly what each role can see.
The database query that would access individual session content does not exist. Your IT team can verify the architecture.
| Data Type | Coachee | HR Admin | Org Admin |
|---|---|---|---|
| Session content | Full | Never | Never |
| Emotion data | Full | Never | Never |
| Coaching agreement | Full | Status only | Status only |
| Session count | Own | Aggregate | Aggregate |
| Satisfaction | Own | Aggregate (5+) | Aggregate (5+) |
| Themes | Own | Aggregate (5+) | Aggregate (5+) |
Aggregate engagement
Active journeys across departments. Adoption trends. No individual tracking.
Coaching themes
Group-level topics surface only when five or more coachees share them.
ROI indicators
Map coaching outcomes to retention and performance goals.
How we compare. Honestly.
We're early-stage and proud of it. Here's what we bring that established players don't — and where they lead.
| Dimension | HeyMada | BetterUp | CoachHub |
|---|---|---|---|
| Voice coaching | Native emotion-aware voice | Text + Slack nudges | Text + Teams nudges |
| ICF Aligned | PCC-built, named framework | Unnamed "proprietary science" | Unnamed "validated frameworks" |
| AI approach | AI-native (founded in AI era) | Bolted on (Grow added to 2013 platform) | Bolted on (AIMY added to 2018 platform) |
| Privacy architecture | DB-enforced (query doesn’t exist) | Policy-based | Not stated |
| Enterprise clients | Early (founder-led pilots) | 500+ (Google, Unilever, Accenture) | 1,000+ global organizations |
| Compliance certs | In progress | SOC 2, ISO 27001, FedRAMP | SOC 2, GDPR |
| Coaching depth | Unified journey (AI → human) | Separate SKUs (4 products) | Separate products (AIMY + network) |
Based on publicly available product pages and documentation as of March 2026.
Let's start the conversation.
Tell us about your team. We'll share how coaching works at your scale — and show you a live voice session.
Talk to Our FoundersQuestions
How is HeyMada different from BetterUp or CoachHub?+
Legacy platforms bolted AI onto older coaching marketplaces in 2024. HeyMada was built natively for this era. We lead with voice coaching, center on ICF aligned standards, and enforce privacy at the architectural level — not through policy.
Can my employer see my coaching sessions?+
No. Never. Our architecture makes it structurally impossible for your employer to read or hear your sessions. The database query that would access individual session content does not exist. Leadership receives only aggregate engagement data.
What does a voice coaching session sound like?+
A real coaching conversation. Mada listens to your tone, pacing, and hesitation. She asks powerful questions with natural cadence, holding space for you to find clarity. Built on emotion-aware voice intelligence — not transcription fed to a chatbot.
Is this ICF-aligned coaching or a chatbot?+
This is coaching. Every interaction is grounded in ICF core competencies: establishing trust, active listening, powerful questioning, and evoking awareness. Our founder is an ICF PCC who built the methodology into the architecture, not as a feature layer.
How does the AI-to-human coaching handoff work?+
It is a single, unified journey. When a challenge requires deeper human connection, you transition to an ICF-credentialed coach. The coaching agreement carries across. You control what context is shared, so you never start over.
What does onboarding look like?+
We respect your time. Rollout is straightforward and focused on adoption, not training. We integrate with your existing workflows to make coaching a natural part of the workday. Your people open a conversation, not an app.
Looking for personal coaching? Start your journey with Mada · Join as a coach