For investors who back what matters
Everyone has a job. Most of the hard parts are other people.
Support for that has always been rationed to the top ten per cent. Worksparks makes it available to everyone, at a price an individual can pay — and we’re only at the start of it.
The opportunity
The market is hiding in plain sight.
Over 80 million managers worldwide navigate performance conversations, team conflict and high-stakes decisions every day — and every one of them has people reporting to them facing the other side of the same conversation.
The global leadership development market is worth $60 billion and growing. Almost all of it is built for the top ten per cent: expensive coaching, annual off-sites, half-day workshops that don’t survive contact with Monday morning. Everyone else is on their own.
$300–600
An hour for executive coaching, scheduled weeks out. Worksparks is A$29 a month.
80m+
Managers worldwide — before counting everyone who reports to one.
$60b
Leadership development market, almost entirely aimed at the few.
The problem with existing solutions
Why is nothing else solving this?
- Solution
Why it doesn't reach the moment
- Executive coaching
$300–600 an hour, scheduled weeks out. Inaccessible to almost everyone.
- HR advice
Risk-averse, slow, and structurally not on the individual's side.
- Leadership training
Episodic. Doesn't transfer to the moment of pressure.
- Employee assistance programs
Built for personal wellbeing, not for the conversation on Thursday.
- Generic AI tools
No coaching framework, no methodology, no context.
- Peer networks
Overwhelmed, conflicted, and rarely available at 10pm.
Not a replacement for human coaching. A complement to it, at a price point human coaching can never reach.
Traction and credibility
Why Worksparks. Why now. Why Sonia.
Worksparks isn’t a concept built in a vacuum.
35 years of leadership IP
Sonia McDonald has spent 35 years in leadership, people and culture, twenty of them as CEO of LeadershipHQ, and founded The Leadership Association. The methodology inside the product is hers.
An existing distribution channel
Sonia’s network, community and brand are direct access to the customers Worksparks serves. This isn’t a cold-start problem.
A validated pain point
Every person Sonia has coached in 35 years has hit the same gap — support that arrives too late, costs too much, or never reaches them. Worksparks is what she wished she could hand to each of them.
A live product with real usage
Worksparks is in market with paying plans, and the usage is telling us something: people bring difficult managers, colleagues and conversations, not only team leadership. The addressable audience is wider than we first scoped.
Revenue
Two engines, one platform.
Direct to the individual
A$29 a month or A$290 a year, GST included. Low price point, high volume, and no procurement cycle. People who find Worksparks personally become the reason it gets bought inside their organisation.
Organisations
Team plans from A$1,450 a year for five seats, and custom pricing above fifty. Higher contract value, stickier, and a natural upgrade from individual adoption already inside the building.
Future revenue layers
- White-label partnerships with coaching firms and EAP providers
- Aggregated, anonymous insight for organisations — never individual data
- Integration with existing HR tech and learning platforms
The vision
The operating system for the people part of work.
Organisations currently pay for five disconnected tools that don’t talk to each other, and their people fall through the gaps between them.
Today, fragmented
- Coaching — BetterUp, CoachHub
- Engagement — Culture Amp, Qualtrics
- Recognition — Reward Gateway
- Disconnected data, low adoption
Worksparks
- Real-time coaching in the moment of pressure
- Continuous feedback and recognition
- Motivation and culture insight
- Priced for everyone, not the top ten percent
Worksparks is building toward the segment of HR technology closest to a person’s daily working life. That is where acquirers look, and where defensible value gets built.
Why now
The timing has never been better.
- Remote and hybrid work has made work lonelier and harder to read
- Organisations are under cost pressure to develop people faster and cheaper
- AI has made real-time, contextual support technically possible for the first time
- Wellbeing budgets are being scrutinised for things that visibly work
- People want tools built for them — not surveillance dressed up as support
The right product, at the right time, with the right founder.
Investor pack
We're selective about who we build with.
We’re looking for investors and strategic partners who bring more than capital — people who understand this space, believe in human-centred technology, and want to help build something that changes how work feels.
Request the pack
Tell us who you are and we’ll send it through, usually the same day.
Worth a conversation?
If this is the kind of thing you back, we’d like to talk.