JL LABS, INC.For a future shaped by people, not just technology.
JL Labs builds practical technology to better the human experience. We are the studio behind ReFrame with the focus on equipping people to navigate complex dynamics and lead with clarity.
OUR FOUNDATION
The Principles Behind the Platform
People Over Technology
We believe that humans are more important than the tools they use. Our studio prioritizes the experience of the individual, building technology designed to help people do their best work and show up as their most authentic, confident selves.
Operational Reality
We bring decades of enterprise and operations experience to everything we build. We don't create theoretical software; we build practical, scalable platforms designed to solve the actual human friction points that stall progress in any industry.
The Human Differentiator
As AI automates the routine, human judgment becomes the ultimate moat. Our portfolio focuses on situational intelligence-equipping professionals across all sectors to navigate complex dynamics, connect the dots, and lead with clarity.
Flagship Portfolio
ReFrame
ReFrame
ReFrame is a highly defensible, cross-platform orchestration engine. Powered by dual proprietary models rather than generic wrappers, it delivers a consistent, templatable coaching persona. ReFrame trains users on a 12-competency framework that dynamically personalizes to their seniority and industry.
Enterprise-Ready Architecture
Built for scale with a shared contract-first backend across Web and iOS, agentic AI orchestration to prevent drift, and hardened data security.
Bottom-Up PLG Motion
Radical accessibility designed for the individual practitioner. ReFrame bypasses legacy 6-12 month enterprise sales cycles through a zero-friction, user-led adoption model that pulls enterprise contracts.
Private Practice Space
No bots in your meetings. No call recordings. ReFrame gives you a separate coaching space to work through real situations before you respond.
The Team
Leadership
Co-Founder
Liliya Lund, Ph.D.
Liliya is a seasoned leader in organizational agility with a proven track record of guiding enterprise-wide transformations for startups and Fortune 500 companies. Having advised leadership at VMware, Cisco, and Salesforce, she leverages her expertise in operating models to ensure ReFrame successfully delivers on improving human effectiveness in complex environments.
Co-Founder
Julie Pierce, M.S., MBA
Julie brings over two decades of experience bridging enterprise technology, business agility, and leadership development at companies like Cisco and VMware. As a certified executive coach, she empowers the platform with a rare blend of insight and results-driven focus, ensuring JL Labs' AI behaves like a perceptive coach rather than a generic chatbot.
Investors + Partners
Partner with JL Labs
We are building practical, human-centered technology for the moments where better preparation changes outcomes.