Hunhu — how a white-label provider directory was built from agency network needs

Hunhu is a white-label provider directory platform created by Fulcrum to solve a structural gap they repeatedly encountered in their own referral networks.

The problem

Organizations that run curated referral networks (coaching, spiritual direction, professional services, etc.) have:

• Strong, trusted relationships with vetted providers
• No off-the-shelf infrastructure to make those relationships easily discoverable, bookable, and revenue-generating under their own brand

Their current options are inadequate:

• Spreadsheets: can’t take bookings or scale as a product
• Generic directories/marketplaces: not white-labeled; weaken the organization’s brand and control
• Custom builds: expensive and out of reach for most organizations

As a result, agencies and networks that have invested years building curated provider communities own something valuable (a vetted roster) but lack a mechanism to:

• Turn that roster into a productized client experience
• Capture revenue (e.g., commissions) from the bookings they enable

What was built

Hunhu is a white-label provider directory platform designed specifically for these networks.

Key characteristics:

• Agencies list their trusted providers under their own brand
• Clients browse and book through the agency’s interface, not a generic marketplace
• The agency earns a commission on every booking
• Providers gain visibility across every network they join on Hunhu

Three-sided architecture

Hunhu is built around three interconnected roles:

1. Agencies (network owners)
   • Curate and own the provider network
   • Operate a branded directory and booking experience
   • Capture revenue via commissions on bookings
2. Providers
   • Are listed and bookable within each network they join
   • Benefit from multiple networks’ demand via a single platform
3. Clients
   • Use the agency’s branded interface to find the right provider faster
   • Get a coherent, trusted experience instead of a generic marketplace

Proven on Fulcrum’s own products

Hunhu is already live and battle-tested:

• Fulcrum rebuilt its own networks — FindCoach and FindSpiritualDirector — on Hunhu as the platform was developed.
• This was intentional: build what you would use yourself, run it on your own products first, then open it to others once it’s proven.

The Lab lesson

Hunhu illustrates a broader product principle:

• The most credible software products are often built by the people who feel the problem most directly.
• Fulcrum built Hunhu because it needed it, which forced a higher bar for:
  • Architecture (to support real multi-sided networks)
  • User experience (because Fulcrum’s own clients and providers rely on it)
  • Revenue model (so networks can actually capture value from their rosters)

When you are your own first customer, every gap is visible and every decision has immediate consequences. That pressure tends to produce more robust, reality-tested products than purely speculative commercial builds.

What’s next: founding agency partners

Hunhu is now accepting founding agency partners.

• The first ten agencies will directly shape the product roadmap.
• This is deliberate: the same discovery process that produced the initial version of Hunhu will guide how it evolves.

In short, Hunhu turns curated, trusted provider rosters into branded, bookable, revenue-generating products for the agencies that built them.

Related: Pulse build story · What does the Lab actually build · How Lab differs from a dev agency