Betterup, Inc.

Betterup, Inc., a San Francisco-based technology-enabled coaching firm, delivers executive coaching and leadership development services to federal agencies exclusively as a prime contractor across full-and-open procurements with no set-aside designations. The company operates a portfolio of 52 recent federal awards (100% prime, zero subcontract work) valued at $157.1 million in combined potential value, anchored by a $99 million SBIR Phase III indefinite delivery contract with the Department of the Air Force and supplemented by single-award IDCs with the Department of the Treasury ($9 million) and the Administration for Children and Families ($7.76 million).

Betterup's core offering is personalized, digital-first leadership development: executive coaching licenses, virtual one-on-one coaching engagements, behavioral assessments, and online learning platforms designed to enhance organizational performance and professional growth among government leaders. Representative prime work includes a $6.01 million Air Force delivery order for leadership coaching licenses awarded in September 2024, a $3.6 million Department of Defense task order for 678 executive coaching licenses at $5,306 per license (September 2025), a $1.97 million purchase order from US Fleet Forces Command (Atlantic) for 410 HTP license subscriptions (April 2026), and a $1.35 million definitive contract with the National Nuclear Security Administration for agency-specific coaching services supporting the Office of Learning and Career Management (July 2021 through August 2024).

Customer concentration tracks heavily toward defense and civilian HR-focused agencies. By award count, NASA's Shared Services Center leads with 21 orders ($3.5 million combined), but the Department of the Air Force Headquarters District Washington dominates by dollar value, accounting for 82% of the portfolio's combined potential value ($129 million of $157.1 million) through its single large SBIR Phase III vehicle. By potential value, the Air Force, Treasury, and Administration for Children and Families account for 97% of the portfolio; the divergence between count and dollar rankings reflects a top-heavy vehicle structure where a few high-ceiling IDCs anchor the footprint and smaller orders from NASA and other agencies add volume without material value concentration.

Betterup holds three primary IDV vehicles: the $99 million Air Force SBIR Phase III IDC (set-aside for small business, running through September 2028, with 11 task orders and $13 million in combined potential value issued to date), the $9 million Treasury Department IDC for on-demand executive coaching (single-award, through September 2026, with 5 task orders totaling $384 thousand), and the $7.76 million Administration for Children and Families IDC (single-award, through December 2026 plus four option years, with 1 initial task order of $308.75 thousand). These three vehicles account for the vast majority of active work and represent the vendor's primary vehicle footprint across the federal space.

Activity peaked in 2023 at 16 awards, declined to 9 in 2024, and has slowed to 6 in 2025 with 2 awards recorded through April 2026. Five awards carrying $6.6 million in combined potential value reach ultimate completion within the next twenty-four months, creating modest recompete exposure. Betterup's customer base spans 12 distinct federal agencies, but concentration is tight: the top five customers represent 81% of award count and 97% of potential value, with no meaningful subcontract footprint or teaming relationships evident in the source data. All work is classified under NAICS 611430 (Professional and Management Development Training) or NAICS 541712 (R&D in Physical, Engineering, and Life Sciences), with PSC codes clustering around education, training, and professional support services.