MaxGood.work, the AI-Powered Coaching Platform
Q: Who is MaxGood.work for?
MaxGood.work is for business owners, CEOs and founders whose own attention has become the limit on how fast their people grow — the owner every question routes back to. They create Avatars that align, support and develop their staff 24/7, so their judgement is available to their team without being delivered one conversation at a time.
Coaches, consultants, trainers and fractional executives use the platform the same way, to support the people they work with. Whoever creates an Avatar directs it: they set its purpose, its boundaries and its content.
Q: What is a MaxGood.work Avatar?
An Avatar is an AI-powered coaching assistant that one person owns and directs. It is built on Foundation Content™ — curated, licensed work by named experts — plus the owner’s own expertise, and it is scoped to one group of people and one clear outcome.
There are three subscription tiers. A Tester Avatar is free and supports a small group, for trying the platform with no commitment. An Essential Avatar supports unlimited users with guided onboarding and full content support. An Enterprise Avatar is for organizations that want multiple Avatars for different staff groups, the deepest Continuity, outreach triggered by user tags, a trailing sentiment reading on their users, Newsjacking, and API credentials for their own systems. See the Pricing page for what is included at each tier.
Q: Is this only for Agile or Scrum teams?
No. Agile and Scrum are two subjects among many. Foundation Content currently covers sales, sales management, customer service, leadership, change management, high-performance teams, Lean, Scrum, product development, coaching, stress and time management, and it is organized around the problems people actually bring to an Avatar rather than around any single school of practice.
The people MaxGood.work serves are owners and leaders of businesses of every kind — professional services, manufacturing, retail, technology, healthcare and more. What they have in common is not a methodology. It is that developing their staff depends on their own availability.
Q: How does MaxGood.work help my business?
It gives your staff your judgement on demand, so they stop queueing for it. Your standards get applied consistently without you policing them, new hires learn your way of working in weeks instead of quarters, and your people are coached in the moment of need instead of answered three days later.
It also shows you what your team actually keeps asking about, which is usually the fastest route to the real problem.
Q: Can an Avatar adapt to my business and to each person on my team?
Yes. This is what we call hyper-contextualization. You upload your policies, standards, playbooks and priorities, and the Avatar works from them. Each staff member’s role, experience, assessments and performance information shape the responses they personally receive, so the same question from a new hire and from a ten-year veteran does not produce the same answer.
Q: Can MaxGood.work support a multinational organization?
Yes. The platform is available in English, Spanish and French, and can be localized to other major languages. An Avatar can be configured to reflect the policies and procedures that differ between the countries you operate in, and you can run separate Avatars for separate staff groups.
Q: Why wouldn’t we just build this ourselves with an AI agent framework?
Because six things have to be true before an organization can rely on a system like this, and each one is work you would be taking on:
- Auditable: Avatar Owners see every interaction their Avatar has with their users. Nothing happens in a channel the owner cannot review.
- Controllable: the Avatar Owner sets the purpose, the boundaries and the content of each Avatar, and guardrails keep it on the topics the owner approved.
- Easy to train: an Avatar is built on Foundation Titles — curated, licensed expert work — so it is useful before its owner has written a word. Adding your own expertise means uploading documents and setting alignment, not prompt engineering, machine learning or a data pipeline.
- No maintenance: no servers, no model upgrades, no prompt plumbing, and nobody on your team taking on the role of “the AI person”. We run the platform.
- Secure: content is compartmentalized per Avatar. No automated learning from customer interactions. Nothing one organization puts into its Avatar reaches another organization, and an Avatar Owner sees only the interactions that happened in their own Avatar.
- Supported: real onboarding by real people, service-level agreements at the Enterprise level, and a community of Avatar owners.
Two more are specific to owners: it is easy to start, because choosing from a curated list of Foundation Titles makes the Avatar useful immediately; and it performs per person, responding differently to each staff member based on their situation and your instructions.
Q: What makes MaxGood.work hard to copy?
The Tetrahedral Relationship™. Every developmental relationship has four components, and all four have to be supported: the Owner, whose values, standards and decision criteria the Avatar carries; the Staff member, whom the Avatar knows and remembers; the Context, the single purpose and outcome each Avatar serves for one defined group, wrapped in your policies and current priorities; and the Content, your own expertise grounded further in Foundation Content licensed from Foundation Authors™ around the world.
Support three of the four and the relationship degrades. Content without context is generic, context without content is thin, and either one without the people at both ends is just software. A general-purpose AI product can reach Content, and nothing else.
For detailed comparisons, see MaxGood.work vs. OpenAI Custom GPTs and MaxGood.work vs. Delphi AI.
Q: Does an Avatar replace a human coach or manager?
No, and it is not built to. MaxGood.work is a scale layer for the people whose work is to align, support and develop other humans. The Avatar carries the routine of that work — being available at the moment of need, applying the same standards every time, recalling the right material — so that the human can do the part only a human can do.
RL/AI Continuity is what keeps the two joined. The Avatar knows about real-life sessions and meetings, and the owner sees what their people are working through with the Avatar between them.
Foundation Content and Foundation Authors
Q: Who are the Foundation Authors whose work is licensed for MaxGood.work?
Our current Foundation Authors are James M. Heidema, 40 years in professional sales, sales management and leadership and the author of 13 books; Mishkin Berteig, CEO & Chief Scientist of MaxGood.work; and Vitor C. Rodrigues da Silva, who leads the Learning and Knowledge practice at Rise in Brazil. Full biographies are on the Foundation Authors page, and the library is expanding.
Q: How does MaxGood.work use Foundation Content?
Each licensed Title is processed into Chunks — coherent passages of roughly 500 to 2,000 words. When a staff member asks their Avatar a question, our retrieval system selects the passages that answer it and the Avatar builds its response from them, citing the source so the reader can go deeper. Nobody is ever shown a full Title.
Essential and Enterprise Avatars choose which Foundation Content to include or exclude. If there is an Author you would rather not draw on, you can configure your Avatar to leave their Titles out.
Q: Does an Avatar use one Author at a time?
No. An Avatar draws on Foundation Content from several Authors at once, which is the point of a licensed library rather than a single expert’s material. A question about a difficult customer conversation can be answered from sales, leadership and communication work together.
Q: What is the difference between Foundation Content and Expertise?
They are two distinct things and we never merge them. Foundation Content is Foundation Author work, licensed to the platform and shared across Avatars in the limited ways the Content Licensing Agreement sets out. Expertise is your own uploaded content, held to your Avatar and never shared with another organization.
Neither is the safe one and neither is the risky one — they answer different questions. If you intend to sell an offering built on someone else’s material, that route runs through Foundation Content and requires the expert themselves to sign with us directly.
For Foundation Authors
Q: How do I become a Foundation Author?
We license work from recognized experts in sales, leadership, management, coaching, strategy, operations, change management, learning and development and related fields, and we are particularly interested in regionally recognized experts working in other languages and cultures. Email expert.authors@maxgood.work and tell us what you have written. For each category of expertise, the number of Authors we license is limited.
The Foundation Author Business Model page sets out the whole relationship, and the Foundation Author Content FAQ answers the detailed contract questions.
Q: How is Foundation Content usage measured?
Usage is measured per retrieval. Each time an Avatar builds a response, our retrieval system selects the Chunks that best answer the question — a given response may use none, one, or several. Every time one of your Chunks is used, that counts as a Usage Event toward your total.
Your Usage Events are then multiplied by the Value Weight of the Title they came from, which is what produces your Weighted Usage. Royalties accrue per retrieval rather than per copy sold.
Q: What are the exclusivity tiers, and do I have to license exclusive content?
There are four categories, and each carries a Value Weight: Public (weight 1), Semi-Public (2), Exclusive (4) and Perpetual Exclusive (twice the next-highest weight, currently 8). The category follows the work’s actual availability in the world rather than a preference, and it downgrades automatically as a work becomes more publicly available. Moving up requires a written amendment.
You do not have to license exclusive content. Most Authors start with Public or Semi-Public Titles only. The more exclusive the tier, the more restricted the distribution and the higher the revenue multiplier — dilution and payment move in opposite directions.
One caveat we would rather state than have you discover: exclusivity here is a contractual commitment, in the way a publishing licence is. It is enforced by the agreement, not by a technical lock.
Q: What is in the quarterly statements, and when do I get paid?
Each quarter you receive a statement by email showing your Usage Events by Title, the Value Weight applied to each, your resulting Weighted Usage and the amount owed. Your share is your Weighted Usage divided by all Authors’ Weighted Usage, multiplied by a 5% pool of Eligible Avatar Subscription Revenue. For example:
- Title ABC — 150 uses × 2 (Semi-Public weight) = 300 weighted uses
- Title XYZ — 200 uses × 1 (Public weight) = 200 weighted uses
- Total Weighted Uses: 500
Payments issue once your balance reaches CAD $250; below that it rolls forward to the next quarter. No usage in a period means no royalty for that period, and we say so early rather than late. You can also see your Titles, their weight tiers, and your usage and revenue at any time on the Author Dashboard at author.maxgood.work. Once a year you may commission an independent CPA review; if we underpaid you by more than 5% we correct it and reimburse reasonable audit fees.
Q: Does licensing give me access to the platform?
Not by itself. Licensing makes you a content licensor, not an Avatar Owner, Admin or user, and it grants access to the Author Dashboard. You are welcome to subscribe to an Avatar separately like anyone else, and an optional branded Author Avatar can be built for you at no cost if both parties agree in writing.
Q: What is an Author Avatar?
An Author Avatar is a dedicated Avatar built entirely from one Author’s own licensed Titles — no other content is inside it. MaxGood.work creates, manages and markets it, and the Author is free to promote it as well. The Foundation Author Business Model page has the details.
Features and Technology
Q: What is MaxGood.work built on?
Responses are generated by a GPT-5-class model. We keep the platform current with the best models available rather than tying it to any one version, and several models are used for different jobs — composing responses, checking quality, summarizing and retrieval support.
The platform runs on AWS and is written in Python and TypeScript. Foundation Content and Expertise are stored and searched using PostgreSQL with pgvector alongside ChromaDB, and retrieval is handled by ID-RAG™, our own ingestion, chunking, retrieval and attribution methodology.
Q: Where can my team use their Avatar?
Everywhere your team already works. MaxGood.work is cross-platform: web, email, Slack, Microsoft Teams and Discord. Email integration includes custom email addresses. See the Pricing page for which integrations are included at each tier, and email us about a custom integration.
Q: Is there an API?
Yes. The Public BETA API gives Enterprise Avatar Owners and Avatar Admins programmatic access to their Avatar — its content, its chunks, and its ability to reply on behalf of a member. It is intended for server-to-server integrations, and Avatar API keys are created and revoked from Avatar Admin > Account. The full reference, including the Stability & Use Contract, is on the Public BETA API page.
Q: Can I upload my own documents?
Yes. Essential and Enterprise Avatars can upload unlimited text and documents as Expertise, held to your Avatar and available to its approved users.
For example, a manager can upload role descriptions and performance frameworks so the Avatar supports each team member against the standard they are actually held to. An owner can upload policies, pricing rules, escalation paths and the answers they find themselves repeating. The Avatar draws on this material when the interaction calls for it.
Q: Does MaxGood.work give me analytics on my Avatar?
Yes. Every Avatar gets the same usage report, covering the last 7 or 90 days: total interactions, active users, total content uses, distinct content items used, and thumbs-up and thumbs-down feedback. An Enterprise Avatar adds a sentiment reading — an overall sense of how your users are feeling, drawn from their interactions over the trailing week and the trailing three months. Alongside the report, an Avatar Owner can read the interactions themselves, and that is where you see what your team keeps asking about.
Q: What subjects does Foundation Content cover?
Sales, sales management, customer service, leadership, change management, high-performance teams, Lean, Scrum, product development, coaching, stress and time management. We license more Authors continuously, and the Foundation Authors page lists who is on the platform today.
Trust, Privacy and Security
Q: Who can see our interactions, and does anything cross between Avatars?
Content is compartmentalized per Avatar. Nothing one organization puts into its Avatar reaches another organization, an Avatar Owner sees only the interactions that happened in their own Avatar, and nothing is ever used to train an external model.
Within your own Avatar, the Owner and any Admins can review every interaction their Avatar has with its users. That visibility is deliberate — it is what makes the platform auditable — and users should know it is there.
If you are working through a security questionnaire, a due-diligence review or a procurement process, there is a longer and more precise version of this answer covering exactly how Expertise, Foundation Content and a user’s own interaction history each travel on the platform. Ask us for it and we will walk you through it.
Q: Do you train AI models on our content?
No. Your content is never used to train an external third-party model, and there is no automated learning from customer interactions. When we describe “training” an Avatar, we mean the work you do — choosing Foundation Content, uploading your expertise and setting alignment. It never means model training or fine-tuning.
Q: What are your security and privacy credentials?
We are GDPR compliant today, and we are building to SOC 2 Type 2 practices. Our trust profile is available at app.trustcloud.ai/profile/maxgood-work and we are happy to walk a security team through it. We state what is true and do not claim a certification we do not hold.
Q: Can MaxGood.work staff read our conversations?
By default, no — we do not analyze individual interaction histories, and we have policies, procedures and technical measures in place to keep it that way. MaxGood.work staff may handle your content as part of white-glove onboarding, and we will sign a confidentiality agreement covering that handling. If you give us written permission by email, we can look at an interaction history to help diagnose a specific problem.
Q: Who owns our content, and what happens to it if we leave?
You do. Nothing about the platform transfers ownership. We hold a narrow licence to host your content and serve it to your Avatar’s approved users, and nothing else. You can remove it at any time, and we will confirm deletion in writing when it is done.
For Essential and Enterprise subscriptions, arrangements to export your data can be made by contacting info@maxgood.work. Users’ interaction history is handled separately from the rest, because that data is potentially owned by the user rather than by the Avatar Owner.
Account Management
Q: How do I manage the users of my Avatar?
An administration panel lets you add and remove individual users and bulk-upload them. Bulk add is self serve on every tier, and an Enterprise Avatar adds API credentials for programmatic user provisioning. See the Pricing page for user-management capabilities by tier.
For each user you can also set an account expiry date, review their interaction history with your Avatar as part of RL/AI Continuity, and upload information specific to them as part of hyper-contextualization.
Q: Our team size fluctuates. How flexible is the subscription?
The Tester Avatar supports a small group at no cost, and both Essential and Enterprise Avatars support unlimited users, so growth does not change your bill. See the Pricing page for current details, or email info@maxgood.work if your situation is unusual.
Q: Can each user manage their own settings?
Yes. Every user manages their own profile, professional information and personal preferences, including structured information they choose to share with the Avatar so it can respond to their situation more precisely.
Q: How do I cancel?
Sign in, go to your profile page, open the “Account” tab and choose the delete option. You can also cancel by emailing info@maxgood.work or by contacting your account representative. Your subscription stays active until the end of the current billing cycle.
Q: What does onboarding cost?
Nothing. White-glove onboarding by real people is included in the subscription. Customization and integration work that falls outside onboarding is billed at $175/hr and applies rarely — for most customers the subscription is the only thing they ever pay.
Still have a question?
The fastest way to answer most of these is to use an Avatar yourself. Sign in at maxgood.work/login — every new user automatically gets their own free Tester Avatar, and the login page tells you so.
If you would rather have someone walk you through it with your business in mind, request a demo. And if you want to hear about updates and compare notes with other Avatar owners, join the MaxGood.work Global User Community on Discord.