Introducing
Croft
The operating system for coaching.
One system for the whole practice - every client's living record, an assistant that knows them, and a portal that keeps coaching between sessions. You do the coaching; Croft runs on the sessions you already have.
One system, not a stack of tools
A coaching practice runs on more than notes.
So Croft is more than a note-taker. It holds the living record of every client, coaches them between sessions, brings whole-person context to the table, and handles the admin - all built from the one thing you never skip: the session.
The Arc
A living record of every client, current after every session.
Coach assistant
Ask anything about a client; reshape their plan in a sentence.
Client portal
Coaches your clients between sessions, in your voice.
Coming
Whole-person
Sleep, stress and health context at the table, with consent.
Coming
The business
Scheduling, invoicing and reminders, running quietly underneath.
Coming
Marked Coming = on the roadmap. Everything else is in the app today.
The Arc · your system of record
Every client's whole story, always in front of you.
One living overview per client that rewrites itself after every session - where they are, the open threads, what's working. Never walk in half-remembering where you left off.
Where they are
Six weeks into the transition. Confidence building; delegation still the edge.
Open threads
Board presentation · hiring the second lead · protecting mornings
Session rating
6 → 7 → 7 → 8 · trending up
Coach assistant · chat
Ask anything about any client. Reshape the plan in a sentence.
A chat that knows your whole practice - grounded in each client's own sessions and Arc. Ask what you've tried, pull their patterns, or just tell Croft to adjust the plan and it drafts the next steps in your voice.
For your clients Coming
Your clients, coached between sessions.
A branded portal where clients see their summaries, assignments and progress - and get coaching in your voice between calls, with nudges and habit reminders that keep the work going. A premium experience you can charge for.
On your plate
2 assignments · next session Thu 4:00
Habit
Mornings blocked · 4-day streak
This week · readiness
Sleep avg 5h49m · REM ↓ 22%
↳ Croft flags: her energy goals may be sleep-limited, not motivation-limited.
Whole-person context Coming
Coach the person, not just the hour.
With the client's consent, Croft brings sleep, stress and health signals - and context their other providers can share - right beside the conversation. So you spend the session on the real lever.
The capture layer · where it all comes from
It starts with a session you just show up to.
Everything above is built from one thing: the session, captured without touching a keyboard. Record in the room, put your phone away, and Croft turns it into the record the rest of your practice runs on.
- Record in person from your phone or your Mac. Bot-free online capture is coming.
- The summary and a follow-up email in your voice write themselves.
- Every session feeds the Arc and the assistant - automatically.
Summary
Named the real blocker on the Q3 launch - it's trust in the team, not the plan.
Action items
Follow-up email
Hi Claire - great work naming what's really in the way today...
Capture that disappears
Five ways to capture. One quiet experience.
Your client consents once and can revoke anytime, so the recorder fades into the background. However you capture, it all feeds the same system in your own Workspace.
Your phone
AvailableStart recording and set it aside. Nothing to buy or charge.
Your Mac
AvailableThe Croft app on an Apple silicon Mac. Record in the room, then review each summary beside its transcript. On any other computer, review and send from your browser.
Your watch
In developmentRecord from your wrist - Apple Watch or Wear OS, relayed to your phone.
The clip
In developmentA small wearable that captures the room and relays to your phone.
The desk device
In developmentA place-on-the-table unit for a fixed office, tuned for far-field capture.
Be the coach in the room, not the one taking notes.
Croft gives serious coaches their attention back, so the session is about the person in front of them. The system takes care of the rest.
The business Coming
Scheduling, invoicing and reminders, in the background.
The admin that eats a coaching practice - booking, follow-through, getting paid - runs quietly underneath, so the OS carries the whole thing, not just the notes.
Built for trust
Runs on your own Workspace. The client owns their data.
Sensitive disclosures stay out of the email. Sharing is deliberate, never "anyone with the link." Recordings are encrypted, and kept only as long as you choose.
Founding cohort
Run your whole practice on one system.
We're onboarding a small first cohort of business and executive coaches - done-for-you setup, hardware included.