Global Innovators in Human Health, Wellness, and Performance
We spent years building holistic wellness platforms for the world's most elite organizations—governments, Olympic teams, professional sports franchises, and premier institutions—helping practitioners understand the full picture of health and well-being.
Over the last two years, while building AI coaches, we discovered a critical gap: AI systems jump to solutions, while expert practitioners take time to truly understand the problem they're solving. This fundamental difference in reasoning process matters.
We realized you can't improve what you can't measure. So we built a framework to capture how expert practitioners think—not just what they conclude.
By measuring the reasoning process itself, we've unlocked new possibilities in health and wellness that weren't accessible before.
- Founded
- 2024
- Research papers analyzed
- 1000+
- Dimensions of expertise
- 18
- Assessment modes
- 8
From Aotearoa, New Zealand
Three founders with deep experience in human performance optimization, building the framework we wish existed when we were trying to understand expertise.
Joe Cole
Founder & CEO
Christchurch, New Zealand
Built systems for elite human performance organizations. Now applying that expertise to measuring professional reasoning quality at scale.
Roanne Hurley, PhD
Co-Founder & Research Lead
Christchurch, New Zealand
Expertise researcher focused on how expert practitioners think, adapt, and develop across professional domains.
Kale Panoho
Co-Founder & Growth
Dunedin, New Zealand
Bringing expertise assessment frameworks to organizations that need them, scaling evidence-based talent development.
From Holistic Wellness Systems to Expert Reasoning
At our previous company Smartabase, we built holistic wellness systems for elite organizations—helping them understand and support the complete picture of human health and well-being, not just isolated metrics.
When we started building AI coaching systems, we noticed something important: the AI would rush to recommendations, while expert practitioners would invest time in understanding the individual's context, constraints, and goals before suggesting anything.
Expert physiotherapists don't just see symptoms—they explore patterns, test hypotheses, and adapt their reasoning as they learn more. Expert coaches don't prescribe generic programs—they individualize based on what they discover through careful questioning. This process of discovery and adaptation is what expertise actually looks like.
But AI systems skip that process. They pattern-match and generate solutions immediately. That's the gap we set out to close.
The challenge: you can't improve AI reasoning if you can't measure the difference between expert and novice thinking. That's what we do—capture the reasoning process that distinguishes true expertise, making it visible, measurable, and ultimately teachable to AI systems.
What We Believe
- Your best people are bottlenecks.
- The better they get, the more everyone depends on them. The more everyone depends on them, the less they can do. We break that loop.
- Knowledge dies in documents.
- Expertise isn't what experts write down. It's the question they ask in the first 10 seconds. The pattern they notice that nobody taught them. The gut call they can't explain. That's what we capture.
- Trust is earned in outcomes.
- Not credentials. Not promises. Not pitch decks. We measure ourselves by what happens after, not what we said before.
- Impossible just means undone.
- Every breakthrough looked impossible until someone did it. We don't take safe bets.
- Simple wins.
- Complexity is a tax on adoption. Every extra step costs you users. Every extra feature costs you clarity. We ship what people actually use.
See The Platform In Action
30 minutes. We'll show you how we capture expert reasoning and deploy it at scale.