Community for Early Stage Founders & Business Owners

Finally, a space and a system for the messy middle of building a business.

For founders: practical help you’ll use this week with offers, pricing, launches.
For investors & teams: decision science that moves numbers this quarter.

All business is people

Get that right, and the rest follows.

It shows up in the small but critical moments:

Why someone notices you, or scrolls straight past.
Why a price feels fair, or makes them hesitate.
Why a page gets action, or silence.
Why a customer stays, or slowly drifts away.

This is the work we do: making yes easier.
With psychology to understand decisions.
With structure so momentum doesn’t stall.
And with peers who’ve been in the seat you’re in now.

Stop guessing. Start yessing.

The science of yes

Imagine this: someone lands on your page and gets it straight away.
No squinting, no long explanations.

Your sales calls are shorter because the value is obvious.
Pricing conversations feel fair instead of awkward.
Partners and investors stop hesitating.

And when doubt creeps in, as it always does, you’ve got the clarity to quiet it.

That’s what we call the science of yes.

It’s not about hustling harder or chasing the latest tactic.
It’s about understanding how people actually decide customers, partners, even investors.

We’ve spent over 20 years applying proven insights from behavioural psychology to startups and global brands.
Now we bring the same expertise to you.

The good news? Getting to “yes” is simpler than you think.
With a clear offer, smart framing, and the right support, you’ll hear it more often, with far less effort.

The first yes is yours to make.

The Yesology ecosystem

Yesology. The consultancy for investors, operators and founders.
Decision science that improves conversion, strengthens pricing, and protects renewal.

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Yes Club. The membership for founders and solo pros.
Daily support, practical frameworks, and peers who get it.

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Whether you want partners at the table or peers in your corner, you don’t have to figure it out alone.

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Our story

We’re Hannah and Lauren.
We started Yesology because most of the places founders turn to felt… off.

You know the scene: everyone’s “crushing it,” nobody admits to a terrible Tuesday, and half the advice sounds like it came from someone who’s never had to make payroll.

We wanted something different. Something useful, honest, evidence-based.

And in portfolios, we saw the mirror image: decks without decisions. Value hidden. Pricing stuck low. Retention left to chance.

So we built Yesology to fix how decisions are guided for founders and for investors/operators so more people say yes.

How we got here

Hannah spent over a decade in the trenches of startups and scale-ups, plus twenty years in financial services before that. She’s the one who can spot a dodgy marketing funnel from space and has an unhealthy obsession with behavioural psychology. She’s helped founders go from “I think this might work?” to “Right, here’s exactly what we’re doing.”

Lauren is the one who makes things work in real life. She’s launched products, trained teams, and untangled more than a few messy ideas. She’s worked with Microsoft, Meta, and plenty of startups too. What she’s best at is finding where behaviour and design don’t quite meet and fixing it so products land, teams shift, and strategies hold. Most days, she’s wrangling behavioural science into simple systems. Ones that grow trust. And make change feel easy.

How we got here

Hannah spent over a decade in the trenches of startups and scale-ups, plus twenty years in financial services before that. She’s the one who can spot a dodgy marketing funnel from space and has an unhealthy obsession with behavioural psychology. She’s helped founders go from “I think this might work?” to “Right, here’s exactly what we’re doing.”

Lauren is the one who makes things work in real life. She’s launched products, trained teams, and untangled more than a few messy ideas. She’s worked with Microsoft, Meta, and plenty of startups too. What she’s best at is finding where behaviour and design don’t quite meet and fixing it so products land, teams shift, and strategies hold. Most days, she’s wrangling behavioural science into simple systems. Ones that grow trust. And make change feel easy.

What we learned

Running a business can be properly lonely. Not the cinematic “lone wolf” version. The 11pm version, where you’re making big calls on your own and wondering if you’re completely mad.

We also learned that most business advice misses the mark. It's either too vague (“Just be authentic!”) or too complicated to use (“Implement this 47-step growth hacking framework!”).

And the best insights? They rarely come from books or gurus. They come from people actually in it. Building, testing, adjusting. Sharing what worked.