Now in public beta

A private coach, redesigned

The thinking partner
for your next move.

Ara II combines Jord's executive coaching practice with AI, helping you think clearly when the pressure is real and the stakes are yours.

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Joined by 500+ leaders across 20 countries
Trusted by 500+ professionals at
Calm landscape evoking a moment of reflection

Meet Ara II

Use Ara weekly, decide more clearly.

Members report 87% more decisive thinking, 79% less overthinking, and 64% more progress on a major goal within 30 days. Each card below is a moment a member named. Click to read the full quote.

Portrait of Tobias, Ara II beta user, CEO in health tech

When honesty arrives

Portrait of Isabel W., Ara II beta user

Words for it

Portrait of Berend Raadschilders, Ara II beta user, fintech executive

Day one

Portrait of Mitchell V., Ara II beta user, founder

The gap

Portrait of Gary, Ara II beta user, designer

Calmer mornings

87%
feel more decisive
79%
reduce overthinking
64%
achieved a major goal
90%
would recommend Ara

Who this is for

Built for some people. Not for everyone.

If you don't see yourself on the left, the right may save you a click.

This is you

The one others come to.

You make the calls others don't want to.
High-functioning on the outside, quieter on the inside.
You've outgrown what got you here.
You want clearer thinking, not more advice.
This is not you

Looking for affirmation.

You want a journaling prompt or productivity tracker.
You're in clinical crisis. See a clinician.
You want an AI that agrees with you.
You haven't faced real pressure in years.

How it works

What changes when you use Ara.

Three outcomes, with the kind of conversation that produces each one.

Outcome 01

You understand yourself.

Genesis maps your values, capacity, and patterns over a structured two-hour intake. Everything Ara does after this is grounded in that map.

Your values mapped from your own stories, not a generic list.
A six-layer hierarchy you can score against.
Patterns you hadn't yet put words to.
Tell me about a moment in the last year that felt like a real fork in the road.
When I almost took the operator role at the new fund.
What were you giving up if you said yes?

Outcome 02

You lead by design, not by reflex.

Under pressure, you respond from your values and capacity. Ara is the partner that holds you to that when the room moves fast.

Decision support grounded in your actual context.
Real pushback when the logic doesn't hold up.
Conversations end with one specific next step.
Should I let Anna go?
What is the smallest version of that conversation you have been avoiding?
Telling her the role is not working.
Want to draft the opening line right now?

Outcome 03

You perform better in your real life.

A weekly rhythm and a monthly check that keep the system honest. Growth that doesn't cost you the things that sustain you.

Five-minute weekly check-ins that you actually keep.
A monthly read on where you drifted, where you held.
Pattern engine running in the background of all of it.
Before standup. What is sitting heavy?
The board update I am dodging.
Draft the opening line right now. Three sentences.

See how it works

Chat with Jord today.

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

Free Demo Available now
Jord, your private coach
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Methodology & Practice behind digital Jord

Meet the “real” Jord

Jord Cuiper, founder of Ara II, photographed in Cape Town Built it. Lost it. Rebuilt everything.
"Pain plus reflection equals progress. The system is built to make sure neither part is skipped." Jord Cuiper, founder

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

He spent the next decade studying what he wished he'd had then. Psychology and leadership in the West. Eastern philosophy in Asia. Indigenous wisdom with the Shipibo in the Amazon. Privileged to learn from Gabor Maté, Lawrence Heller, Tony Robbins, among others. A practice grounded in ACT, NARM, NLP, and behavioural science.

Today he runs an executive practice from Cape Town serving high-level professionals in 20+ countries, at the pivotal points where ambition has to meet life. Ara II is that practice turned into a system anyone can run.

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

Try my digital twin
10,000+
Hours of coaching
500+
Global leaders
20+
Countries

Wall of love

What members actually said.

Five beta members, five honest moments. The quotes are theirs, unedited.

Portrait of Tobias, Ara II beta user, CEO in health tech When honesty arrives

"I am brutally honest with your machine, Jord, because I hold nothing back about my life, flaws and mistakes."

Tobias, CEO, Health Tech

Portrait of Isabel W., Ara II beta user Words for it

"It hits the nail on the head often with things I've not been able to articulate before."

Isabel W.

Portrait of Berend Raadschilders, Ara II beta user, fintech executive Day one

"This is a gift. That this all comes together in this way, at the same time."

Berend Raadschilders, Executive, Fintech

Portrait of Mitchell V., Ara II beta user, founder The gap

"If I change nothing, that gap only gets bigger."

Mitchell V., Founder

Portrait of Gary, Ara II beta user, designer Calmer mornings

"I'm so much calmer. I'm getting more done because I'm not running frantically."

Gary, Designer

The system

What's inside Ara.

Five parts working together. Genesis is a one-time intake that builds your map. Pulse and Sync are the recurring monthly and weekly check-ins. AI Jord is always available, and the pattern engine watches what changes underneath.

01 Foundation 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
02 Recurring rhythm Every month and week.
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.

03 Always on, underneath Run in the background of everything above.
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 $429
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

How it's built

Built like a coaching practice.

Your Genesis map informs every conversation, through coaching prompts Jord has refined against thousands of real sessions. The work that makes a coach effective is the work we put into Ara.

01
Curated context.

Every conversation starts grounded in your Genesis map: your values, capacity, patterns, and current focus.

02
Tuned coaching prompts.

Hundreds of prompts written by Jord, refined against real coaching sessions. Not one chatbot persona; a real system of roles.

03
Yours, kept private.

Your map is your property. We don't train on your conversations and we don't sell anything you put into Ara.

04
Delete in one click.

Account, map, every message. Real deletion, on your terms.

Read the full policy

FAQ

Questions, answered.

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

How is this different from ChatGPT?
ChatGPT doesn't know you. Ara starts with a structured intake where you map your values, capacity, and patterns. Every conversation after that runs on top of that map, through coaching prompts Jord has written and refined over thousands of real sessions. A beta user ran the same question in both: ChatGPT gave a fast generic answer, Ara asked the question they hadn't named yet.
Is this therapy?
No. Ara draws 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 space between "fine" and "stuck", where most everyday decisions actually happen.
Is there a free trial?
Yes. The first week is on us, no card, no call. Open a session and see whether the conversation goes somewhere 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 and we don't sell what you put into Ara. One click in settings deletes your account, your map, and every message.
Who is Ara for?
Operators, founders, and senior leaders who already think hard about themselves, and want a partner sharp enough to push back. If you're looking for affirmation or a productivity tracker, this isn't the right fit.

Ready when you are

Start one session.

No call to book. No coach to convince. The first week is on us. Open Ara and bring whatever has been on your mind.

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