Shouldered AI / For life, business and executive coaches
You be the coach. We shoulder the rest.
Your best hours are the ones you spend with clients. Shouldered gives your coaching practice an HQ that books discovery calls, onboards new clients, sends invoices and keeps the follow-ups moving, so you can stay present in every session.
"Leads go cold between the webinar and the call."
Lydia at the Sales Desk follows up with everyone who showed interest and books discovery calls straight onto your calendar.
"Onboarding a new client takes me hours."
Nehemiah at the Operations Desk sends the welcome packet, agreement and intake form, and sets up the session schedule.
"I hate asking for payment."
Matthew at the Finance Desk sends invoices and renewal notices on schedule and follows up gently, so you never have to.
"I know I should be posting, but I'm coaching all day."
Silas at the Marketing Desk turns your ideas into posts, newsletters and webinar invites, in your voice.
Simon and seven desks of Heroes, working for coaches.
Gives you a morning update on new leads, sessions today, money in and what needs your decision.
Follows up with leads from talks, webinars and referrals, and reminds you when a past client may be ready for another round.
Writes and schedules posts, newsletters and event invites, and asks happy clients for testimonials.
Answers questions about programs and pricing, and handles rescheduling.
Sends invoices, tracks payment plans and renewals, and prepares records for your accountant.
Onboards clients, sends session reminders and prep questions, and keeps notes organized in your own system.
Simon runs HQ: all the tech and all the brain power, and the one you talk to. Each of the seven desks is run by a Hero, and Simon directs all seven and answers for them. A person approves what matters, and legal, tax, medical and financial decisions stay with you and your licensed advisers.
You have four client sessions today, back to back. Between them, Sales books two discovery calls from last night's webinar and Operations sends a new client her welcome packet and intake form. Matthew at the Finance Desk reminds a client his payment plan is due. In the evening, Simon tells you one discovery call turned into a signed package and next week's newsletter is drafted for your review.
An illustration, not a promised result.
Start
Start with a Hero seat for you and any associate coaches, then add HQ Small at $750 a month paid for the year for lead follow-up, onboarding and invoicing.
Grow
As you add associate coaches or group programs, move to Medium for up to 20 seats, and serve more clients without more admin.
Your Hero is here to improve the human. Your HQ, led by Simon, is here to improve your business.
Two prices, and 50 Founding places.
First, what the work costs you today. A full-time office manager runs most small businesses about $4,000 to $5,000 a month with taxes and benefits, and goes home at five. Every call nobody answers is a job that goes to someone else.
Business coaching often costs $5,000 to $7,500 for one session day. HQ does the work every month, with a coach running the Shouldered Way and workshops included. Already have a coach? HQ works alongside them.
Founding 50: of 50 places left. When they are gone, this price closes.
For you
An assistant for one person: mail, chat, calendar, to-dos and contacts. It learns how you work.
- A seat a month
- $25
- Founding price, first 50 only
- $20
- A seat a month. Cancel any time
- No onboarding fee
- It stops where you stop. It does not run a business
Up to five people
5 seats and 80 hours a month. Onboarding $1,000, paid once.
- Paid for the year
- $750
- Month to month
- $1,100
- Founding price, first 50 only
- $500
- Simon and all seven desks
- Starts the work itself
- About $25 a day, paid for the year
- The six-month guarantee
- Arrives in December. Join the founding list now
Six to twenty people
20 seats and 200 hours a month. Onboarding $2,000, paid once.
- Paid for the year
- $1,875
- Month to month
- $2,750
- Founding price, first 50 only
- $1,250
- Everything in Small
- Room to grow without changing plan
- The six-month guarantee
Prices are per month. Only the first 50 companies (the Founding 50) get the Founding price with a two-year commitment, paid yearly by bank transfer, and keep it for as long as they renew. Pay yearly by bank transfer and take 3% off. Onboarding is $1,000 for Small and $2,000 for Medium, paid once, and free at Shouldered events. It is one 1-hour call: technical setup with our technical team first, then your business with our team. The person who sold you HQ joins your onboarding call. Paid for the year, you get a named person who checks in every month. Month to month gets standard support. Twenty-one people and up is built around you. More seats are $25 each (Founding price $20), and more hours $12.50 each; hours count only while HQ is working, like minutes on a phone plan.
Enterprise and government. For large companies and public agencies. Custom plans start at $5,000 a month. Pilots are paid. We start SOC 2 Type 1 work in 2027. Texas agencies: we are working toward TX-RAMP.
If HQ does not complete at least 40 hours of real admin work a month for you in your first six months (100 hours on Medium), tell us by the end of month five and we refund every dollar you paid for the plan.
The onboarding fee is not refunded. The guarantee asks one thing of you: let HQ do its work. Give it the access it needs and review its work in good faith. If our records show you kept declining or blocking the work HQ set out to do, the guarantee does not apply. If we see that happening, we tell you in writing so you can fix it.
The six months start the day HQ goes live for you. The Founding 50 are included. The guarantee covers HQ only, never coach fees.
Will it coach my clients?
No. You coach. It handles the business around your coaching: leads, scheduling, onboarding, invoices and follow-ups.
Are my session notes private?
Yes. Your private data stays in your own system.
Can it run my group program logistics?
It can send invites, reminders, links and follow-ups for group calls and track who has paid.
When can I start?
The Hero is available now. HQ launches in December 2026, and the Founding 50 list is open today.
What if it doesn't grow my practice?
If HQ does not complete at least 40 hours of real admin work a month for you in your first six months (100 hours on Medium), tell us by the end of month five and we refund every dollar you paid for the plan. Tell us by month five.
A Christian-run company, and proud of it.
Churches get free Hero seats. When a member's business joins, its church gets an HQ, free.
Simon is named for Simon of Cyrene, who stepped in and shouldered the cross for another. Shouldered takes no outside funding and is open to everyone. The technology comes from the OurWorld group: ten years of work, 60+ engineers, running in 20+ countries.
Pull up a chair.
Start with your Hero today, take a Founding 50 place for HQ, or just come and ask questions in the community.
Founding list
One of the first 50 places. Keep the Founding price as long as you renew.
Hold my place →Your Hero
$25 a seat (Founding price $20). Available now.
Start with your Hero →Telegram
The front door. Talk with us and with owners like you.
Join on Telegram →Or write to Simon: simon@shouldered.com