tEQuitable GTM brain

category

market profile

• text: Employers need channels where employees can discuss workplace problems early, including issues that may not yet be formal compliance complaints.
• text: The service combines individual confidential guidance with aggregated organizational insights, placing it alongside ombuds services and reporting platforms.

personas

• title: Chief People Officer or VP People
  pains:

  • Employee concerns stay hidden until people leave or conflicts escalate
  • HR has limited visibility into patterns across teams without compromising confidentiality
  • Needs an independent option that earns employee trust
• title: Employee relations or workplace culture leader
  pains:

  • Subtle bias and recurring interpersonal conflict rarely fit a formal complaint process
  • Needs actionable trend data while respecting employee privacy
  • Internal HR teams have limited capacity for confidential coaching
• title: Employee facing unfair treatment
  pains:

  • Concerned about retaliation or career impact when speaking up
  • Unsure how to respond to a manager or colleague
  • Wants confidential advice before deciding whether to make a formal report

icp

• text: Mid-sized and enterprise employers with sufficient employee population for aggregated culture patterns and employee relations programs.
• text: Employers in technology, media, financial services, legal or hospitality seeking a confidential channel for workplace issues; sector focus is based on the founder's historical testimony.

message pillars

• text: Provide an independent, confidential way to surface issues early.
• text: Give employees trusted guidance and a channel for concerns.
• text: Convert systemic patterns into prevention and culture improvements.

objections

• objection: We already have HR and a formal complaint hotline.
  response: Explain how an independent ombuds channel offers confidential advice on early-stage problems and complements formal processes.
• objection: Employees will not trust that their identity is protected.
  response: Explain the confidentiality model and how aggregated insights are shared; verify the actual privacy terms with the vendor.
• objection: Culture work is difficult to measure.
  response: Discuss aggregated trends and organizational outcomes, avoiding claims of guaranteed reductions in disputes.

competitors

• name: Resologics
  website: https://vendordirectory.shrm.org/category/employee-relations/organizational-ombuds
  why: Offers organizational ombuds and workplace mediation services.
• name: Spot
  why: Workplace reporting and investigations platform addressing overlapping employee concerns.

influencers

• name: Lisa Gelobter
  url: https://www.linkedin.com/in/lisagelobter
  why: Cofounder and public advocate on workplace equity and technology.

keywords

• external workplace ombuds
• confidential employee concerns platform
• workplace harassment prevention
• employee relations ombuds
• workplace culture analytics
• independent employee support

voice

• Empathetic and inclusive
• Confidentiality-centered
• Evidence-oriented

signals

• text: Employee survey or exit interviews point to unresolved unfair treatment or low trust in reporting channels.
• text: An employer is adding employee relations capacity or introducing an independent ombuds program.

pricing

motion

channels

• thought leadership
• LinkedIn
• case studies
• referrals

confidence

Founders

• name: Lisa Gelobter
  title: Founder/CEO
  role: CEO
  bio: Lisa has pioneered Internet technologies that have been used by billions of people, including Shockwave and Hulu. Most recently, she worked at the Obama White House, serving as the Chief Digital Service Officer for the Department of Education. Previously, Lisa acted as the Chief Digital Officer for BET Networks. Lisa is one of Inc.'s 100 Women Building America's Most Innovative and Ambitious Businesses, Fast Company’s Most Creative People, is spotlighted in Eric Ries’ book “The Startup Way”.