Guiding is a Madrid-based company offering what it calls Human Decision Intelligence, which combines emotional AI, data analytics and human coaching to help leaders, teams and individuals make better decisions. Its products include AURE, a multimodal emotional AI that analyses voice, tone and language, and G-Pulse, an AI copilot for Microsoft Teams, Slack and Google Chat, backed by dashboards that track emotional and leadership metrics. For organisations, it sells programmes on leadership clarity, high-impact communication, difficult conversations, execution focus and team alignment. Individuals can get one-to-one mentoring from certified coaches (Guiders) or follow its self-guided AutoGuiding method. Andreina Rosas and Carlos Casaus founded the company in Madrid in 2025.
Sells coaching and leadership development to companies on subscription, mixing human coaches with AI coaching and analytics dashboards on wellbeing and leadership metrics. That is Guiding's model, at much larger scale.
A B2B digital coaching platform that sells leadership and team programmes to employers, combining certified human coaches with AI tools and progress analytics.
Sold companies an AI 'nudge engine' that uses people data to send managers and teams behavioural prompts and track leadership and team-health metrics, close to Guiding's G-Pulse copilot (acquired by Perceptyx in 2023).
A leadership development platform sold to organisations, combining human coaching, mentoring and feedback with data on progress against leadership goals.
Sells enterprises Nadia, an AI leadership coach that lives inside workplace tools like Teams and Slack and reports team insights to HR. It is the closest match to Guiding's G-Pulse copilot and its leadership programmes.
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