How weavehub began

In April 2026, two very different paths crossed in a coaching session.

On one side, Flávia Possas: an Integral Master Coach, she has spent 12 years helping clients build careers that make sense. Throughout her career as a coach, she kept seeing the same problem come up: serious coaches, with solid training, got drowned out by the noise of a growing market that offered few serious trust markers clients could recognize directly and clearly.

On the other side, Rafael Craice: 25 years working at the intersection of design, strategy, and technology. After co-founding a startup, leading product at an AI scale-up, and working extensively as a product designer and product manager, he was now looking for clarity on a career transition, going through a coaching process led by Flávia.

Together, they recognized a real opportunity in the obstacles of the coaching market that Flávia had shared with Rafael. They decided to become partners – she bringing the market she knows from the inside, while he brings the discipline to turn a real problem into a product.

That is how weavehub was born: a curated directory where each coach joins through an invitation mediated by a conversation with the curators. Several factors are weighed – profile, résumé, career history. That does not make weavehub a seal of perfection, but it is an honest starting point. It was built from pain points mapped with both coaches and clients, and developed with the assistance of artificial intelligence, from the first prototype to the product that exists today. The result carries both halves of the story: almost two decades of coaching and leadership on one side, and 25 years connecting design, strategy, and technology on the other.