# Aurora Coach > Continuous improvement for permanent software engineering teams. Aurora Coach runs the continuous improvement loop for permanent teams. Every period (set per team, minimum one week), each team senses, analyzes, recommends, refines, commits, executes, and re-evaluates. AI handles the analytical work that has always been the bottleneck. Humans stay in control of every decision. The loop is the product. Leadership gets comparable signal across every team for the first time. The motion is perpetual. ## The seven-stage loop 1. **Sense.** Every team member contributes context. The AI asks structured questions and the team responds. Qualitative context from team members combines with quantitative signal from integrations like Aurora Coach for GitHub. 2. **Analyze.** AI synthesizes the team's collective context into a SWOT and maturity assessment grounded in the team's actual situation, not generic best practice. 3. **Recommend.** Concrete next steps surface across the six domains. Each recommendation comes with rationale, implementation steps, and success criteria. 4. **Refine.** Team members vote on which recommendations resonate. The team lead iterates and refines them to fit the team's reality. The AI never decides, only asks, analyzes, and suggests. 5. **Commit.** The team commits to specific improvements, owned by the team. Commitments are trackable through periods so progress stays visible. 6. **Execute.** The team does the actual work. Improvement happens through execution, in the team's specific context, alongside delivery. 7. **Re-evaluate.** The next period's analysis sees what changed. Progress is visible. The loop continues. ## The six domains Improvement runs across six dimensions simultaneously, not once per domain. - **Foundation.** Team foundation and culture. Psychological safety, continuous learning, clear purpose, team autonomy, diversity of thought. - **Product.** Product discovery and development. Dual-track agile, customer interviewing, prototyping, experimentation, outcome-focused metrics. - **Engineering.** Technical excellence and engineering practices. Code quality, testing automation, version control, technical debt management, secure development, AI-assisted development, platform engineering adoption. - **Operations.** Delivery and operational excellence. Deployment frequency, lead time, recovery time, automated pipelines, monitoring capabilities. The DORA capabilities as practice, not vanity metrics. - **Workflow.** Adaptive planning and execution. Sprint and iteration planning effectiveness, workflow visualization, flow optimization, WIP limits, cycle time and throughput. - **Alignment.** Team enablement and strategic alignment. Shared objectives, tooling effectiveness, developer experience, cross-functional collaboration, hybrid and remote coordination, removing impediments others cannot see from inside the team. ## Why this works: context plus unique knowledge A good human coach is valuable because they bring two things, context (built through time with the team) and unique knowledge (best practices the team does not have). Without context, outside knowledge is generic and dies on contact with reality. Without unique knowledge, context becomes "we already know our problems" with no path to fix them. Aurora Coach executes the same value formula at organizational scale. Context is built through Coaching Sessions, Check-Ins, and integrations like Aurora Coach for GitHub. Unique knowledge comes from industry best practices, academic research, and patterns across the six dimensions of team effectiveness. Combined per team, you get exactly what makes coaching valuable, executed at scale without the rotation gaps and overload problems that limit human-only systems. ## Why the AI interaction model is different Most AI products run human-prompts to AI-responds. Quality is bottlenecked by the human's ability to ask good questions and the AI's ability to answer without contextual grounding. Aurora Coach inverts the motion. AI asks, human answers, context builds, AI analyzes with context, human decides. The structure forces articulation, which is itself a thinking aid. The AI then operates on rich, multi-source human-provided context instead of a single prompt. Better grounded analysis, lower hallucination, higher relevance. ## Who Aurora Coach is for - **Individual team member.** Protagonist of the experience. Contributes context, joins Coaching Sessions and Check-Ins, votes on what the team commits to. - **Team lead.** Facilitator of the loop. Receives the team analysis, refines recommendations, champions commitments, removes impediments. - **Leadership.** Beneficiary of aggregated insight. Sees team health across all teams in real time, cross-team patterns, domain scoring, evidence for where to invest. Aurora Coach scales without ceiling, from a single team to the whole organization. ## What Aurora Coach is not - **Not an agile-frameworks product or agile coach replacement.** Uses concepts from agile, but is not SAFe, Scrum, or Spotify-model software. - **Not a retrospective tool.** Retros are one ceremony at one moment. Aurora Coach runs the full continuous improvement loop in perpetuity. - **Not a DevEx platform.** Different category from Jellyfish, LinearB, Faros, Swarmia. DevEx platforms measure delivery, Aurora Coach improves the team's continuous improvement practice itself. - **Not an executive or manager coaching app.** Not BetterUp, not CoachHub. The team is the unit, not the individual manager. - **Not a training program, LMS, or course library.** - **Not an HR or People Ops product.** Not 15Five, Lattice, or Culture Amp. Engineering-focused for the first product. ## Pricing - **Starter.** €15 per team member per month, up to 12 users, 1 team workspace. 14-day free trial. - **Professional.** €17 per team member per month, unlimited users, up to 12 team workspaces, leadership overview dashboard, cross-team insights. - **Enterprise.** Contact for pricing. Unlimited teams and users, SSO/SAML, custom SLA, API access, multi-org overview, private cloud, tailored integrations. - Billing counts team members only. Managers and admins are free on every plan. EU and UK only currently. Stripe billing. The free, no-signup ROI Mapper at https://aurora-coach.com/maproi takes about three minutes. Aurora Coach also offers an advisory ladder that scales from one team to the whole organization. Spark is the entry rung: a paid, two-week expert consulting engagement (interviews, the team runs Aurora Coach, and a leadership report; includes three months of Aurora Coach). The page at https://aurora-coach.com/services/spark has the details. ## Key pages - Homepage: https://aurora-coach.com/ - Overview: https://aurora-coach.com/overview - Why now: https://aurora-coach.com/why-now - Plans and pricing: https://aurora-coach.com/get-started - Spark (paid consulting, entry advisory engagement): https://aurora-coach.com/services/spark - ROI Mapper (free, no signup): https://aurora-coach.com/maproi - How Aurora Coach compares (hub for all comparison pages): https://aurora-coach.com/compare - About: https://aurora-coach.com/about - Security: https://aurora-coach.com/security - AI governance: https://aurora-coach.com/ai-governance - Contact: https://aurora-coach.com/contact ## Use case pages One ways-of-working problem per page, each with a free copyable instrument. The hub at https://aurora-coach.com/use-cases lists them all. - Senior engineer attrition and retention (free early-warning signals list and cost-of-one-exit worksheet): https://aurora-coach.com/use-cases/engineer-retention - The AI adoption gap (free 6-question adoption pulse and 5-point working agreement for closing uneven agent adoption without mandates): https://aurora-coach.com/use-cases/ai-adoption-gap - The verification gap (free bad-vs-sad escape tracker and verification working agreement; Anthropic's Claude Code team calls verification the biggest problem of shipping 8x more code): https://aurora-coach.com/use-cases/verification-gap - AI skill atrophy (free 6-point team learning agreement and learning-pulse check-in questions): https://aurora-coach.com/use-cases/ai-skill-atrophy - Developer loneliness when working alone with AI agents (free connection rituals and check-in questions): https://aurora-coach.com/use-cases/developer-loneliness - Comprehension debt from AI-generated code (how to measure and pay it down): https://aurora-coach.com/use-cases/comprehension-debt - Code review process for AI-generated code (three adaptable review-process commitments): https://aurora-coach.com/use-cases/ai-code-review-process - Squad health check, Spotify model (all 11 dimensions free with workshop instructions): https://aurora-coach.com/use-cases/squad-health-check - Measuring psychological safety (Edmondson's 7 survey items with scale and scoring, free): https://aurora-coach.com/use-cases/psychological-safety - Retrospective action items that stick (free 6-field template and 9 before-and-after rewrites): https://aurora-coach.com/use-cases/retro-action-items - Developer experience survey (free 16-question survey grounded in SPACE and DevEx): https://aurora-coach.com/use-cases/devex-survey - Improving DORA metrics (12 example experiments, three per metric): https://aurora-coach.com/use-cases/improve-dora-metrics - Postmortem follow-through (free action-item template and follow-through checklist): https://aurora-coach.com/use-cases/postmortem-follow-through - Measuring platform engineering, is the platform team working (free 6-question adoption pulse asked of the served teams, and four signals a platform is solving the wrong problem): https://aurora-coach.com/use-cases/platform-team-roi - Output vs outcome, shipping more and proving less (free 6-question outcome audit for your last ten shipped items, and an outcome-first definition of done): https://aurora-coach.com/use-cases/output-vs-outcome - Aligning engineering teams with business goals (free 6 questions that surface what your teams know before the planning cycle, and the response record that turns asking into negotiating): https://aurora-coach.com/use-cases/engineering-strategy-alignment - On-call burnout and alert fatigue (free 6-question health pulse asked when a rotation ends, and an alert noise audit): https://aurora-coach.com/use-cases/on-call-burnout - Sprints that keep slipping (free six causes of chronic slip with a diagnostic question for each, and a fifteen-minute planning retro): https://aurora-coach.com/use-cases/sprint-planning-reliability - Dual-track discovery when nobody on the team has met a user (free 6 questions that reveal a team building blind, and a discovery cadence agreement): https://aurora-coach.com/use-cases/dual-track-discovery ## For LLMs and agents - Full long-form context: https://aurora-coach.com/llms-full.txt - Sitemap: https://aurora-coach.com/sitemap.xml ## Legal - Privacy Policy: https://aurora-coach.com/privacy - Terms of Service: https://aurora-coach.com/terms - Data Processing Agreement: https://aurora-coach.com/dpa - Sub-processors: https://aurora-coach.com/subprocessors - Cookie Policy: https://aurora-coach.com/cookies ## Company Aurora Coach is operated under Prekariatet AB, Sweden. Tagline: "Minor tweaks. Major gains. Over time."