Betterup, Inc.
Austin, TX
- UEI
- DCU2NFMLNL14
- CAGE
- 85TA8
- Primary NAICS
- 541715 Research and Development in the Physical, Engineering, and Life Sciences (except Nanotechnology and Biotechnology)
- SAM.gov registration
- Active through
Company facts
- FY2025 rankings
- Self-certified in SAM.gov
- Entity structure
- Corporate Entity (Not Tax Exempt)
- Other NAICS codes in SAM.gov
- SAM.gov registration date
- Physical address
- Austin, TX, USA
- Website
- betterup.com
- Founded
- 2013
- Employees
- 1K-5K
- Estimated annual revenue
- $500M-$1B
- Industry
-
- Industrials
- Commercial & Professional Services
- Professional Services
- Human Resource & Employment Services
- SIC code
- 89 Services, Not Elsewhere Classified
Registration and certifications come from SAM.gov and the SBA; company details from public web sources. Updated .
Contract obligations by fiscal year
| Fiscal year | Obligated |
|---|---|
| FY2027 To date | $0 |
| FY2026 | $6,020,554 |
| FY2025 | $5,229,723 |
| FY2024 | $8,375,794 |
| FY2023 | $9,372,437 |
Top agencies by obligations
| Rank | Agency | Obligated, FY2026–FY2027 | Share |
|---|---|---|---|
| 1 | Air Force | $3,696,144 | |
| 2 | Department of the Navy | $2,143,000 | |
| 3 | Department of the Treasury | $181,410 |
Contract awards
Latest 5 listed here. See the rest on GovTribe.
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About the company
Betterup, Inc., a San Francisco-based for-profit technology-enabled coaching firm, provides executive coaching licenses, digital leadership development platforms, behavioral assessments, and one-on-one virtual coaching services to federal agencies exclusively as a prime contractor (100% of recent awards). The company competes predominantly full-and-open rather than under small-business set-asides, though its three largest IDIQs carry mixed set-aside postures: the $99 million Department of the Air Force SBIR Phase III contract is set-aside for Total Small Business, while the Treasury and Administration for Children and Families IDIQs carry no set-aside designation.
Betterup's customer concentration is heavily skewed toward the Department of the Air Force. The Air Force Headquarters District Washington alone accounts for eight awards valued at $132.7 million combined potential value—82% of the company's entire federal pipeline—anchored by the $99 million SBIR Phase III IDC (contract FA701423D0017, award date September 27, 2023, ultimate completion September 26, 2028). The company has issued 13 task orders against this vehicle since 2023, including a $6.01 million order (September 2024) and a $3.697 million order (September 2026, the most recent award). The Treasury Department ranks second with seven awards totaling $9.5 million across the $9 million on-demand executive coaching IDIQ (contract 2032H323D00008, award date September 30, 2023, ultimate completion September 29, 2027); five task orders worth roughly $383,565 combined have been issued against that vehicle through April 2026. The Administration for Children and Families recently awarded a $7.764 million single-award executive coaching IDIQ (December 18, 2024, ultimate completion December 25, 2026). These three IDIQs account for $115.764 million of the $161.1 million combined federal pipeline. NASA's Shared Services Center represents volume rather than value: 21 awards totaling $3.5 million for various coaching packages. Distinct customer agencies number twelve, but the top five account for 97% of potential value.
Award activity has been volatile. The company received 16 awards in 2023 (peak), nine in 2022, nine in 2024, six in 2025, and five in 2026 year-to-date. Five awards with completion dates in the next twenty-four months carry combined potential value of $6 million—modest recompete exposure relative to the $161.1 million pipeline, primarily because the three largest IDIQs extend through 2026–2028. Across 55 prime awards tracked, obligated dollars total $40.8 million (25% of potential value), suggesting significant backlog against announced ceilings, particularly on the Air Force SBIR Phase III vehicle. The vendor profile indicates strong Air Force continuity within the SBIR ecosystem and recurring civilian-agency demand for scalable coaching platforms, with category concentration split between Professional and Management Development Training (31 awards, primarily on the SBIR vehicle and NASA orders) and Research and Development in the Physical, Engineering, and Life Sciences under SBIR Phase III designation (17 awards).
Quick answers
Is Betterup, Inc. registered in SAM.gov?
Yes. Betterup, Inc.'s SAM.gov registration is active through February 23, 2027.
How much has Betterup, Inc. received in federal contracts?
Federal contracts obligated $5,229,723 to Betterup, Inc. in fiscal year 2025 and $28,998,508 in fiscal years 2023 through 2027.
How does Betterup, Inc. rank among federal contractors?
Betterup, Inc. ranked #22 in PSC U001 in FY2025.
What is Betterup, Inc.'s most recent federal award?
Betterup, Inc.'s most recent federal contract award is Better up lead coaching licenses (FA701426F0132), from District Washington (HAF), on September 30, 2026.
On GovTribe
See Betterup, Inc.'s full federal record
- Federal contract awards
- IDV awards
- Funding analysis by agency, NAICS and set-aside
- Similar vendors