It started with four people and a raw idea.
Four of us, one belief.
Training only matters if someone can do something different at the end of it.
The garage years.
The earthquake put us in a garage for two years.
Stronger, and surer.
More resilient, more inventive, and more certain than ever that the work mattered.
25 years of building better managers.
Anya Anderson has spent 25 years on manager capability. She learned the craft inside retail as the sole HR practitioner across the Hallenstein Glasson group, building the sales training that ran in every store, then spent seven years consulting to businesses on sales and management training. She co-founded RedSeed in 2009 on the conviction she'd tested everywhere else: training only counts when behavior changes, and coaching is what changes it.
"We're passionate about changing behavior."
Anya Anderson, CEO and co-founder
Then we kept meeting the same manager.
Technically excellent. Newly promoted. Handed a team and left to figure out the people part alone. Every business we worked with had them, and nobody was helping in the moment it got hard. And it wasn't just new managers; we could make a real difference for managers at every stage of their leadership journey.
Coaching had always been our superpower: real practice, with a real person. So we pointed it at those more difficult manager moments, included it in the flow of work and supported it with learning.
Four values. Carried from our first day to this one.
Integrity.
We own what we say and do. No spin. No fluff. We do the right thing even when it's hard.
Curiosity.
We experiment, ask "what if", and learn as we go. We look for smarter ways to work and better ways to grow.
Human connection.
People are at the heart of everything we do. We back each other, coach with care, and make time for relationships.
Simplicity.
We cut through the noise. We focus on what matters. We don't let perfect get in the way of progress.
You'll find all four inside the product. Privacy a manager can trust. Formats that meet people as they are. Plain words. And coaching, everywhere.
capability Archie AI
More of what's worked.
RedSeed today is one platform that turns managers into confident leaders, and gives HR the intelligence to scale it. That's not a reinvention. It's naming what we've been doing all along and pointing it forward. The training our customers rely on keeps improving. We evolve, and take everyone with us.
We practice what we ship.
Our own managers run their 1-to-1s on RedSeed. Our courses are written to the same plain-language standard we sell. If we wouldn't put a feature in front of our own team, it doesn't ship.
Frequently asked
We've grown, not changed direction. The frontline and compliance training our customers rely on keeps improving. The manager-to-leader platform is built on top of it, not instead of it.
Since 2009 we've built video-based training and coaching for retail and frontline teams, plus compliance solutions. That work earned the trust the rest of the platform now stands on, and it's still improving.
It means backing people in the moments that change them: the 1-to-1, the difficult conversation, the feedback moment. Not more content. Practice, with someone in your corner.
Managers who want to get better at the people part, and the HR teams backing them. It works from 5 managers to 5,000 on the same platform.