Hunhu
My spiritual director went on sabbatical. I went to a training organization and asked for a referral. They handed me a 40-page document. First name, last name, email, phone. No context. No specialties. No sense of who any of these people were. I threw it away.
Provider dashboard
What I walked into
That 40-page document was the state of the art. Training organizations certified providers but had no real way to connect those providers with the people looking for them. The referral experience was a PDF. Or a phone call. Or nothing at all.
Then the second problem showed up. People in my network started cold-calling me to make introductions. They knew I knew spiritual directors personally. They wanted a recommendation, not a list. But I was one person, and the requests kept coming. I could not scale a personal Rolodex.
Two problems. One structural gap. The people who needed services and the people who provided services had no meaningful way to find each other.
What I saw
This was not a directory problem. Directories already existed. They were bad. A flat list of names tells you nothing about fit, specialty, availability, or approach. People do not want Walmart. They want targeted experts who understand their specific situation.
I also saw that every niche needed its own brand. Spiritual direction, coaching, counseling. These are related disciplines but distinct audiences. A person looking for a spiritual director does not want to land on a generic services marketplace. They want something built for them.
People do not want Walmart. They want targeted experts who understand their specific situation.
Provider profile
How I approached it
I built an ecosystem, not a directory. The platform connects three sides: seekers looking for services, providers offering them, and agencies that train and certify those providers.
Any agency can invite providers to be listed on their page. That expands the supply side. Providers can list on multiple agency pages, which drives traffic to their practice from multiple sources. Agencies get a richer directory. Providers get more visibility. Seekers get better matches. Everybody wins when the network grows.
Each niche gets its own branded vertical. FindCoach, Find Spiritual Director, Counselor Fit. All built off the same Hunhu platform underneath. Same infrastructure, different front doors. Each vertical speaks the language of its audience.
Seekers
People looking for a spiritual director, coach, or counselor. They need context, not a list. Specialties, approach, availability, fit. The platform gives them all of it.
Providers
Practitioners who need clients and practice management tools. They list on multiple agency pages, build their profile once, and get visibility across the entire network.
Agencies
Training organizations that certify providers. They invite graduates to list on their page, expanding supply. Their directory grows without them building the infrastructure.
What we built
A full ecosystem. Practice management tools for providers. Inter-agency partnerships that let organizations share provider networks. Global interconnectivity so the platform works across regions and traditions.
Multiple live verticals: FindCoach, Find Spiritual Director, Counselor Fit. Each one a distinct brand serving a distinct audience, all running on the same platform. The network effect compounds. Every new agency that joins brings providers. Every new provider brings seekers. Every new seeker validates the platform for the next agency.
The 40-page PDF is dead. The cold calls stopped. The ecosystem does the connecting now.
Discover agencies
What changed
Agencies stopped losing track of their graduates. Providers stopped being invisible. Seekers stopped staring at 40-page documents and hoping for the best.
The network effect is the real story. Every agency that joins the ecosystem makes it better for every other agency. Every provider who lists on multiple pages creates connections that did not exist before. The platform grows itself once the flywheel starts turning.
The problem was never that providers did not exist. The problem was that seekers and providers had no meaningful way to find each other.
Who this serves
Training organizations that certify service providers but have no real referral infrastructure. Practitioners who are excellent at their craft but invisible to the people who need them. Anyone building in the professional services space who knows a flat directory is not enough.
If you are building a marketplace that connects providers and seekers, or you have a training organization that needs real referral infrastructure, I would like to hear about it.
Where to go