Our product · Mobile web app
Morning.Cards
One moment. One card. A daily tarot ritual designed for the phone, with 22 arcana and art decks to choose from, from vintage engravings to bold abstractions.
morningcards.life ↗Built for
People who'd rather lead than follow.
Coaches & entrepreneurs
Turn your method into a product
Your method works in the room. We turn it into an AI coach, an app or a programme that works at scale, without losing its soul.
Large companies
Upskill people at scale
Interpersonal skills, leadership, sales. We build the tools and run the programmes around them, so development fits into the flow of work.
Organisations
Sitting on years of knowledge
Courses, methods, member interactions. We turn what you know into AI products your members and teams use every day.
And ourselves
Building our own products
Unfollow The Leader and Morning.Cards are where we test every idea, every model and every interface before it reaches you.
Why us
Two crafts. One team.
Most coaching experts can't build. Most studios don't understand behaviour change. We do both, and that's why people come to us.
Human skillsMatthieu CousiHow people really change
- ICF-certified professional coach
- Behaviour change, coaching and interpersonal skills
- Behavioural neuroscience, turned into UX
- From Luminous to Unfollow The Leader
Product & AIFrancis MeleardProducts that hold up
- Thirty years of building, 10+ companies, one exit
- AI that runs on your ground, model after model
- Design, code and servers, end to end
“We start from people: what they need, what they avoid, how they really behave. The technology comes second.”
Matthieu CousiCEO · Co-founder · ICF-certified coachWhat we've learned
Behaviour change is a journey. Design for it.
Years of building AI coaching, from Luminous to Unfollow The Leader, taught us what actually moves people. Four convictions shape everything we build.
01
Fit the flow
People jump from one meeting to the next. A development tool only works if it lives inside their day and gently nudges them to make time for their own growth.
02
Pull both levers
Extrinsic motivation sets goals and follows up through the year. Intrinsic motivation answers a simpler question: why does this matter to me? The programmes that work engage both.
03
Start with awareness
Real behaviour change is a long road, and aiming too high creates friction. The most overlooked step is the first one: helping people see.
04
Effortless first, deep later
The moment there's friction, you lose people. The first step should be almost too easy to resist; depth comes as people are ready.
Progressive disclosure, as built in Unfollow The Leader
Step 1Flip a cardRead one concept. That's it.
Step 2Start a conversationExplore it with Lumia, in your own words.
Step 3Unlock the depthDedicated agents and a full AI coach, exactly when you're ready.
Selected work
Shipped, not just pitched.
We build for clients, and we build for ourselves. Our own products are where we test every idea, every model and every interface before it reaches you.
Our first productLive now
[un]follow the leader
A self-leadership web app. Two behavioral tests to spot your 11 drivers, the autopilots that decide for you. Then one shift card a week to change the reflex, and Lumia, an AI coach with six modes, to talk it through whenever you need.
2behavioral tests
11drivers assessed
112shift cards
6coaching modes with Lumia, our AI coach
It's live. Your autopilot has been warned.
More from the studio
Merged into UTLFounder's track record · AI coaching
Luminous
Matthieu's previous company and one of the world's pioneers of digital and AI coaching: a suite of AI coaches for sales and leadership, built on LLMs and RAG. Luminous has now merged into Unfollow The Leader, where its know-how lives on.
See Unfollow The Leader →Client service · B2B sales
Convographics
Cutting-edge AI analysis of sales conversation transcripts. Every discovery call becomes a strategic mirror: client expectations met, missed openings, behavioural fit, deal risks and BANT & MEDDPICC qualification, with concrete next moves.
Ask for a sample report →Next release · AI product
Under wraps, for now.
A new AI product, built with a client on their own knowledge and running on their own servers. We can't say more yet. We will very soon.
Get notified →What we do
From idea to product, live.
01
Build your coaching product
AI coaches, apps, programmes and daily rituals, built on your method. Strategy, design, engineering and launch, end to end. Our home ground since Luminous.
02
Coaching & upskilling programmes
We also run the programmes around the products: coaching journeys, workshops and rollouts for your teams, grounded in what we've learned about behaviour change.
03
Our own products
Unfollow The Leader is live, Morning.Cards too. Building our own keeps us sharp, and it's where your next feature gets tested first.
See our work →“Models come and go. What you know about your users shouldn't go with them.”
Francis MeleardCTO · Co-founderHow it's built
Models change every few months. Your knowledge keeps growing.
So the real question is ownership. We build your AI on a layer that belongs to you, the harness: your content, history, positioning and constraints. Every AI tool plugs into it. None of them owns it.
Interchangeable toolsSwap any of them
LLM & agents
Voice
Video
OCR
Avatars
The harness
Your method, owned by you.
Technically, a vector (RAG) memory of your data and past interactions, independent of the models that use it. Portable from one model to the next.
Your sources: content, methods, documents, user interactions
4–5model changes in one year for one client, on our servers
0knowledge lost, no migration and no rework on the client's side
93%answer success rate, up from 80% as better models were plugged in
Source: anonymised client case, over one year on our infrastructure.
ConfidentialYour data and conversations never leave your servers, hosted in top-tier data centres. No transfer to US providers or European third parties.
SecureClosed by design. The intelligence servers are never exposed to the internet, with one single entry point.
ReliableOne dedicated model per task, tuned for its job, with no dependency on third-party outages.
ScalableA fixed monthly cost that doesn't grow with your success: 1,000 active users cost the same as 10.
For your tech team
The harness is a vector (RAG) memory of your content and past interactions, independent of the models that use it. Each AI tool plugs into it through a single bridge; the intelligence zone has no external access.
Runs where it fits:US cloud APIsEU-hosted modelsOpen source, on your own servers
How we work
No templates. No detours.
Every project starts with a conversation, not a quote. Then four steps, with a founder on every one of them.
01
Frame
We challenge the brief, meet your users and agree on what success looks like.
02
Design
Prototypes you can click and test, before anything gets expensive.
03
Build & ship
Short cycles, real releases, real users. You see the product grow as it happens.
04
Run & evolve
We host, maintain and update. New models plug into your harness, nothing gets lost.
Who owns what you build?
You do. The code, the product and the harness, your knowledge layer, belong to you. If you ever leave, everything leaves with you.
Are coaching conversations kept confidential?
Yes, by design. A conversation belongs to the person having it. We never sell it and never use it to train models, and an employer never sees individual exchanges: at most, aggregated and anonymised trends, and only with users' knowledge. When the AI runs on your own servers, conversations never leave your ground.
Who comes first: the user or the product?
The user, always. We design for capability and autonomy, not dependence. The AI asks before it answers, suggests rather than decides, and the person keeps the last word. Our idea of success is someone who needs the tool a little less every month.
How do you balance awareness and responsibility?
Awareness without action is just insight. Action without awareness is just autopilot. Our coaching products help people see their patterns, then hand the choice back to them: one shift, one decision, owned by the person who makes it. We hold the mirror, they hold the pen.
Where does our data live?
When your AI runs on your own servers, your data stays on dedicated machines in top-tier data centres, never exposed to the internet. No transfer to US providers or European third parties, which also makes GDPR compliance simpler.
Who maintains it once it's live?
We do. Hosting, maintenance and model updates are part of our service, so your team can stay focused on your users.
How much does it cost?
It depends on scope, and we'll tell you after the first conversation. For AI on your own servers, expect a fixed monthly cost rather than a bill that grows with every token.
The team
Founders who have built, shipped and run AI.
Startups, AI, code, product and design: we've done it for ourselves before doing it for you.
Matthieu Cousi
CEO · Co-founder
Former CEO and co-founder of Luminous, an AI coaching platform built on LLMs and RAG, now merged into Unfollow The Leader. Before that, 12 years launching products in the pharmaceutical industry. Trained in behavioural neuroscience and business (ESCP), and an ICF-certified professional coach, he designs products around how people really behave.
LinkedInFrancis Meleard
CTO · Co-founder
Entrepreneur first, developer from the start. He founded his first company at 17, then co-founded Pictoris, a digital agency that grew to 120 people before its acquisition by Agency.com, where he became VP Europe. Thirty years and more than ten companies later, he runs Yaoki Lab, his AI product lab, after working with Danone, AXA, La Poste and SFR. At Unfollow, he builds and runs our AI stack: the harness, the models and the servers they run on.
LinkedInyaokilab.com ↗The wider circle
Coaches, builders and experts who work with us.
Andrew Tallents
Executive coaching & self-leadership15 years coaching leaders. Author of Self-Coaching for Leaders.
LinkedIn
Robb Scott
Executive performance & leadershipCoach and consultant, with 20+ years as founder and managing partner.
LinkedIn
Sarah Gaillard
Product, brand & art directionEntrepreneur and product builder. Founder of Morning.Cards, co-founder of Luminous.
LinkedIn
Nicholas Mandelbaum
UX/UI & product design25 years in product management and design, with a passion for interfaces that feel effortless.
LinkedIn
Olivier Malafronte
AI coaching research & responsible AIPhD in AI coaching & leadership, ICF executive coach, co-author of the ICF AI Coaching Standards. A pioneer since 2015: PocketConfidant, Rypple.ai, Magif.ai.
LinkedIn
Julien Lepetit
Trust-building in sales & managementCoach and consultant for 15+ years. Co-founder of The Business of Trust and The Trust Foundry.
LinkedInGot a project in mind?
Unfollow.
Let's talk.
A SaaS to launch, a product to rebuild, an AI to bring home: write to us. You'll talk to a founder, not an account manager.
Based in Lisbon · Working across Europe