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For founders

Find the advisors who know your world

We build our advisors around the areas where women in Seattle are building. If your business is here, you'll find people who have done it before. If it isn't, you're just as welcome, and we'll still find you the right person to talk to.

Two layers of support

Two layers, so nobody falls through

Category Advisors

They know your world. Choose your track and find people who have done it before.

  • Applied AI & B2B Software
  • Coaching & Consulting
  • GTM, Growth & Advisory
  • Consumer
  • Creator & Media
  • Health & Femtech
  • Edtech & Future of Work
  • Nonprofit & Social Enterprise
  • Fintech & Proptech

Functional Advisors

They work with every member whatever you build:

  • Positioning & messaging
  • Pricing & packaging
  • Sales & first customers
  • Capital strategy
  • Finance & operations
  • Legal & IP
  • First hires & people
  • Brand, design & content
  • AI inside the business
  • Founder capacity & leadership

Both show up in the same monthly rhythm: your peer circle and a feedback clinic.

Nine category advisor tracks

Pick the one that fits best for you. Not seeing one that works? Let us know.

  • Applied AI & B2B Software

    AI products and agents, B2B SaaS, data and developer tools, security, vertical software.

    • AI agents
    • B2B SaaS
    • Data & infra
    • Security
    • Vertical SaaS

  • Coaching & Consulting

    Coaching, consulting, fractional leadership, professional practices and expertise-led businesses.

    • Coaching
    • Consulting
    • Fractional leadership
    • Professional practices

  • GTM, Growth & Advisory

    GTM and marketing consultancies, agencies, fractional executives, brand, content and growth advisory.

    • GTM
    • Agencies
    • Fractional exec
    • Brand & content
    • Growth

  • Consumer

    Food and beverage, beauty and personal care, wellness, apparel, home, services, DTC and marketplaces.

    • Food & bev
    • Beauty
    • Wellness
    • Apparel
    • Services
    • DTC
    • Retail

  • Creator & Media

    Content businesses, podcasts, publishing, community platforms, creator tools, events.

    • Content
    • Podcasts
    • Community
    • Creator tools
    • Events

  • Health & Femtech

    Digital health, women's health, menopause and longevity, fertility, mental health, medtech, clinical practices.

    • Femtech
    • Digital health
    • Menopause
    • Fertility
    • Medtech
    • Practices

  • Edtech & Future of Work

    Edtech, corporate learning, upskilling, HR tech, credentialing, training and course businesses.

    • Edtech
    • L&D
    • Upskilling
    • HR tech
    • Courses

  • Nonprofit & Social Enterprise

    Nonprofits, social enterprises, civic tech, foundations, mission-first models.

    • Nonprofit
    • Social enterprise
    • Civic tech
    • Grants
    • Fundraising

  • Fintech & Proptech

    Payments, lending, insurtech, wealth and financial wellness, real estate tech.

    • Payments
    • Lending
    • Insurtech
    • Wealth
    • Proptech

Not on the list? Come anyway.

Open to all

Gaming, hospitality, logistics, legal, agriculture, something without a name yet. About half the growth in women-owned businesses is now happening outside the traditional categories, so drawing hard lines would be a mistake. Every member gets our full set of advisors and every peer circle, whatever the label. Several of our tracks started with one founder asking.

See how our advisors work

The AI layer

AI is why one founder can do this now

One founder with AI can do what took a funded team five years ago: research, design, build, market, support. SWELL is built for that, which is why we don't treat AI as a niche.

Building AI

Your product is the model, the agent, the data layer. You're in Applied AI & B2B Software. Your questions are about evals, inference cost, design partners and enterprise procurement.

Building with AI

You run a clinic, a brand, a consultancy, a nonprofit, and AI is how you do more than your headcount suggests. You're in your own track, tagged AI-enabled. Your questions are about workflows, tooling, quality control and what to stop outsourcing.

AI runs through all of it

Whether you are building agents or deploying them to automate repetitive operational tasks and financial modeling, you will get advisors who understand the tools reshaping every industry.

FAQ

Common questions

Not sure where you fit? You fit.

Most founders sit in two tracks at once, and plenty sit in none. Tell us what you're building and we'll point you at the right people.

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