Hunhu | Portfolio | Fulcrum Collective

White-label provider directory platform for agency networks. Agencies list providers, clients find the right one, everyone earns.

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FindCoach → FindSpiritualDirector →

The challenge

Agencies with curated provider networks had no infrastructure to make those relationships searchable, bookable, or revenue-generating.

Fulcrum runs several professional networks: coaching, spiritual direction, and others. Each had the same problem: a vetted roster of trusted providers, no platform to surface them under the agency's brand, and no mechanism to capture revenue from the referrals being made informally. The alternatives were uniformly bad: spreadsheets, generic marketplaces that dilute the brand, or custom builds that most agencies cannot afford.

Fulcrum built the platform it needed. Then opened it to others.

What was built

A three-sided platform with white-label infrastructure at its core.

Agencies

Create a branded directory. Curate and credential providers. Set commission rates. Own the client relationship.

Providers

List once. Appear across every network you join on Hunhu. One profile, multiple pipelines.

Clients

Browse and book through the agency's interface, not a generic marketplace. Find the right person faster.

Agencies earn a commission on every booking routed through their directory. Providers gain visibility across multiple networks without managing multiple profiles. Clients get a curated, trusted experience instead of a generic marketplace. All three sides benefit from the same infrastructure.

The process

Discovery

The presented problem was operational: Fulcrum's coaching and spiritual direction networks had vetted provider rosters that clients couldn't find or book. The real problem, surfaced through discovery, was structural: any organization that curates trusted provider relationships has no viable infrastructure to make those relationships work economically. Spreadsheets, generic marketplaces, and bespoke builds all fail the same way, for the same reason: none of them preserve the agency's brand authority while generating revenue from it.

Brief evolution

The brief started as "fix our directory" and ended as "build a platform other agencies can license." The shift happened when discovery revealed that the pattern Fulcrum was solving for itself repeated across coaching networks, professional associations, consulting referral practices, and faith-based organizations. The differentiator was not the directory, it was the brand wrapper: agencies needed to own the client relationship, not send it somewhere else.

Architecture decisions

The platform was designed as three-sided from the first whiteboard session: agency, provider, and client each have distinct value propositions and distinct interfaces, and collapsing any two of them produces a weaker product. White-label was not a feature added later but the core architectural premise, which meant commission routing, domain mapping, and brand theming had to be built into the data model rather than bolted on. Fulcrum's principle is to build what it needs itself first: FindCoach and FindSpiritualDirector were migrated onto Hunhu infrastructure before any external agency was onboarded, forcing production-quality architecture because real networks were depending on it from day one.

What the build revealed

Building with live networks exposed that the agency relationship with providers required more than a profile and a booking link: onboarding, trust signaling, and commission transparency were table stakes for any agency willing to stake their brand on a provider they were listing.

At a glance