Now in public beta

A private coach, redesigned

The thinking partner
for your next move.

A private AI coach for the questions that actually matter. Built by an executive coach with 10,000+ hours behind global leaders.

Try it now
Trusted by 500+ professionals at

What changes

Real shifts. Within 30 days.

Sharper thinking. Fewer loops. Decisions actually made.

87%
feel more decisive
79%
reduce overthinking
64%
achieve a major goal

How we can help

Your private coach, built to disagree with you intelligently.

Three rooms in the same house. Genesis maps you. Pulse keeps you honest. Sessions are where the real thinking happens.

Sessions

Long-form thinking, on demand.

Open a session whenever you need to think out loud. Ara holds the thread, surfaces patterns, and pushes back when it should.

Asks back. Doesn't just answer.
Remembers across sessions, not just within
Voice or text. Whichever fits the moment.
Mon, 09:14
I'm noticing the same loop in my Tuesday 1:1s.
What do you think keeps that loop alive?
I think I'm avoiding the harder feedback.
Say more about what makes it harder.
Wed, 22:08
Made the call. It went better than I feared.
What changed in how you framed it this time?
I led with the standard, not the person.

Genesis

A 2 hour intake that changes everything.

Most AI starts cold. Ara starts with Genesis. A structured conversation that gives it real context from day one.

Maps your values, not generic ones
Surfaces patterns you haven't named yet
Yours to keep. Export the full map any time
Genesis
We begin with discovering your values
Authenticity
Vitality
Belonging
Mastery
Service
Freedom
Wisdom
Order
Step 3 of 9 Continue
Genesis, Step 3
Which of these felt the loudest reading them?
Authenticity. By a long way.
Tell me the last time you compromised it.

Pulse

Once a month, the truth check.

Where you said you'd be. Where you actually are. Pulse names the gap, then sets your focus for the weeks ahead.

Compares your stated values to your actual patterns
One commitment, sized to your real week
Held accountable in 5 minute weekly checkins
Pulse, Monday
What is the one decision you cannot dodge this week?
Telling Anna the role isn't working out.
What stops you doing it today?
I want it to feel kind. I'm dressing it up.
Kind is honest, on time. Want to draft the open?
Pulse
This week's commitment
Have the conversation with Anna by Thursday.
Tied to: Authenticity, Service
Daily checkin: 5 minutes, before standup.
3 of 5 days complete Open

See how it works

Chat with Jord today.

Ask him about the decision you have been sitting on. He's already built to push back.

Free demo
Hey, my name is Jord. Thank you for being here.
Start a chat Available now

Who built it

Meet Jord

Jord, founder of Ara II, photographed in Cape Town Your most private coach
"All of us have more to offer, both to our own life and to the people around us. We just need the right guidance to find it." Jord, founder

At 24, Jord founded a tech company and scaled it to multi seven figures. Four years later a near fatal health crisis forced him to step down as CEO and rebuild his health, life and work from the ground up.

Today he runs an executive practice from Cape Town serving clients in 20 countries, and co founded Ara II to turn that practice into a system anyone can run. Ara II is built on ACT, NARM, and evidence based behavioural science.

Every part of it worked first in a real conversation, with a real person, in a real moment of pressure.

Talk with Jord now
10,000+
Hours of coaching
500+
Global leaders
20+
Countries

Results that speak

Real people. Real shifts.

They said it better than us. They tried it and saw the change.

First read
"Scary accurate. They hold all the truth to my shortcomings and struggles."
Tobias, after Genesis
Day one
"This is a gift. That this all comes together in this way, at the same time."
Berend R., after a full day in Genesis
First session
"I started completely blank. That was scary accurate."
Mitchell V.
Week three
"If this is a cheaper option than the real Jord, I will buy it."
Henk W.
Where therapy stops
"I hold nothing back. There is no shame layer."
Tobias
What she couldn't say
"It hits the nail on the head, often with things I've not been able to articulate before."
Isabel W.
Read all stories

What you walk away with

Three things that change when you have Ara.

Clarity on what matters. Momentum on goals. Confidence to act.

Three things that change when you have Ara: clarity, momentum, confidence
After 30 days with Ara: 87% feel more decisive, 79% reduce overthinking, 64% achieve a major goal
Ara II versus traditional coaching: affordable, always on, right now, start today

How it works

Our methodology.

Five rooms in one system. Designed to guide, not to lecture.

One time. 3 to 5 days

Genesis

Discover your values, build your hierarchy, score yourself against each one. You walk away with your personal map.

Try free
Monthly. 60 to 90 minutes

Pulse

An integrity check in. Where are you aligned or drifted? Set your focus for the month ahead.

Weekly. 10 to 30 minutes

Sync

Check in on your commitments. Five minutes that keep the system honest.

Anytime. Unlimited

AI Jord

Your thinking partner. Navigate decisions, process conflicts, get unstuck, plan your week from what actually matters.

Background. Unlimited

Pattern engine

Tracks the patterns underneath your patterns. The longer you use Ara, the sharper it gets.

Pricing

One price. The full methodology.

No tiers. No upsell.

With Ara II
$429
One payment. Genesis plus 60 days of sessions, check ins, and the monthly read.
$74.83/mo on a 6 month plan. Cancel any time.
Traditional 1:1 coaching
$3,000+
10 sessions over 4 to 5 months on average. 2 to 5 hour wait. Out of reach for most.
What's in the box
01
Your value map
Two hours with the system. Your stories become a six layer map of what you actually stand for.
02
Coaching, not content
The questions a good coach would ask. Not generic advice. Not affirmations.
03
A rhythm that holds
Weekly check ins and a monthly read on how the month actually went.
Start your journey

Who this is for

Built for some people. Not for everyone.

A coaching tool that's specific about who it serves. If you don't see yourself on the left, the right may save you a click.

This is you

The operator everyone leans on.

Everyone calls you grounded. The version of you that shows up to meetings and the version reading this aren't the same person.

You're exactly who Ara was built to serve.

You're the one in your circle others come to for the hard calls.
High functioning on the outside, quieter than you'd admit on the inside.
You've outgrown the playbook that got you here. The new one hasn't named itself yet.
You're not in crisis. You just want to think more clearly than you have been.
This is not you

Anyone looking for affirmations.

Ara pushes back. If you want a tool that mostly nods, this isn't it. Save yourself the click.

You want a daily journaling prompt or a productivity tracker.
You're in the middle of a clinical mental health crisis. You need a clinician, not an app.
You want an AI that agrees with whatever you arrive with.
You haven't faced a real decision or pressure in years. There's nothing here to push.

Data & privacy

Four things we believe about your data.

We take your privacy seriously. No marketing translation. Just honest accounting.

01
Your map is yours.

Everything you build in Genesis is your property. Export it any time, in plain text. We don't keep a hidden copy.

02
We don't train on you.

Your conversations with Jord aren't used to improve any model, ours, OpenAI's, Anthropic's, or anyone else's.

03
No third party selling.

We don't sell, share, or monetise your data with advertisers, brokers, or partners. Not even anonymized aggregate.

04
Delete on your terms.

One click in settings deletes your account, your map, and every message. Real deletion, not a 30 day soft delete.

Read full policy

FAQ

Questions, answered.

If something still isn't clear, write to us.

Is this therapy?
No. Ara is built on ACT, NARM, and behavioural science, but it is not therapy and not a substitute for it. If you're in clinical distress, work with a licensed professional. Ara is for the gap between "fine" and "stuck", where most decisions actually live.
How is this different from ChatGPT?
Generic AI starts cold. Ara starts with Genesis, a structured intake that gives it real context: your values, your patterns, your situation. It's designed to push back, not to please. One beta user cross-validated five Ara insights in ChatGPT and the result was the same: Ara surfaced what ChatGPT couldn't.
Is there a free trial?
The first week is on us. No card, no call. Open a session and see whether the conversation goes anywhere useful. If it does, stay. If it doesn't, walk away.
What happens to my data?
It stays yours. We don't train on your conversations. We don't sell, share, or resell anything you put into Ara. One click in settings deletes everything: your map, your messages, your account. No 30 day soft delete.
Who is Ara for?
Operators, founders, leaders, and the privately quiet people inside their circles. People who already think hard but don't always have someone sharp enough to push back. If you're looking for affirmations or a productivity tracker, this isn't the right fit.

Ready when you are

Begin quietly

The first week is on us. No call. Just open a session and see where it takes you.

Start Experience a short demo