Frequently asked questions.

Leadership development is facing the wrong direction. The personality and 360 tools we use to assess, promote, and grow leaders all look backward - at the exact moment new operating models and technological shifts require a future-readiness metric. Beyond this, Jac's experience advising and coaching senior execs identified high calibre, proven leaders, who were getting caught out by environments that had shifted beneath them. The frameworks they'd been developed by rewarded the past. What the current context required was the opposite.

Future fluency, the behaviours and readiness of a leader to keep up, get ahead and lead what's coming.

The pace and shape of change is faster than it has ever been. Leaders today run mixed teams of people (full time, contract, freelance, fractional) and agents. With the demands to ship faster leaders increasingly need to act before the plan is finished. FFi measures readiness for that specific context, which older leadership tools were never built to assess.

At no cost, you receive a scorecard with your scores across nine dimensions, a benchmark against other leaders from our growing dataset, a written interpretation, and a short 7-day action plan to implement straight away. It's a starting point for coaching conversations about your style and approach or a way to develop capabilities on your own.

About 15 minutes. It is deliberately short, while reliability tested, so busy leaders actually finish it.

FFi was co-founded by Jonah Jones and Jac Phillips. Jac brings more than 14,000 hours of senior leadership coaching, which the framework is built on - the creating force behind FFi. Jonah leads the product, technical, and commercial architecture that turned that method into a working diagnostic, based on decades working in agency leadership roles across brand, operations, production, strategy and creative delivery.

Length is not the same as rigour. FFi runs on 45 questions with strong overall reliability, a Cronbach's alpha of 0.92. It's a short diagnostic leaders complete which tells you more than a long one they abandon. The design trades off unnecessary length for questions that still hold up statistically.

They came out of more than 14,000 hours of senior leadership coaching, behavioural analysis and research on what the future of work requires.

It overlaps with all three. The difference is the lens. FFi measures your behaviour, how often you do it, and how confident you are, applied specifically to an AI-accelerated context rather than as a general trait.

Those tools measure personality and strengths, which is a different and older question. FFi measures future readiness, so it works alongside them rather than replacing them. On decades of accumulated validation data, these established tools are further along. While FFi is honest about being newer, its grounding is future-based which is a new construct for measurement.

Our privacy policy ensures no line manager or employer ever sees your results. Honest answers are the entire point and anything else just gives you a result about someone who doesn't exist. The only person this data helps or hurts is you, so answer like no one's watching, because no one is. That gap is your data, not a judgement.

FFi has completed full internal reliability and factor analysis. We’ve had PhDs, professors, and Oxford scholars review the base validity of the diagnostic, with full psychometric review on the roadmap rather than behind us.

Not yet, and we won't claim it does. FFi measures readiness today, not future performance. Predictive validity takes longitudinal data, and that work is underway: we're tracking client cohorts over time to test how scores relate to real outcomes and ROI.

Most leaders land in the earlier readiness tiers. As at July 2026, around 43% of leaders score in Emerging or Transition, 51% reach Confident, and 6% reach Fluent. Fluent is designed to be rare, because these behavioural measures are newly required, and potentially yet to be built.

Spacious Thinking is the dimension leaders score lowest on, with 52% landing below the benchmark. The next weakest is Peak Physical Performance & Energy. These are the two capabilities everything else runs on, and where a leader works shapes which one suffers most.

Yes. Corporate leaders and startup founders fail differently: corporates score lowest on Spacious Thinking (52% vs. startups' 67%), while startups score lowest on Peak Physical Performance & Energy (53%, level with corporates' 53%). In short, corporate structures crowd out thinking space while startup pace burns through energy, and where a leader works determines which capability suffers most.

AI writes the interpretation of your results, turning your scores, tier, and benchmark into a clear narrative based on our tight logic spec. The scoring itself is fixed and rule-based. In short, AI explains the numbers; it does not decide them.

No. Your results come from the scored diagnostic, and AI only interprets that result in writing.

No. The data sent to generate your interpretation is not used to train any AI provider’s models, and it is held only briefly for security before deletion. This is set out in our privacy policy.

No, nor is it designed to. The diagnostic and its written interpretation open a new and richer coaching conversation, one that may not have existed before, with new language sitting alongside human dialogue to position you for the future.

Your data is encrypted both in storage and in transit, with row-level access controls and signed data-processing agreements with every provider. FFi complies with the Australian Privacy Act and, where relevant, GDPR. The full detail lives in our privacy policy.

No. By default, your employer sees aggregated, de-identified results for the whole cohort.

Yes. You can request access, correction, or deletion, and we action it within 30 days. FFi complies with the Australian Privacy Act, and with GDPR for users in the EEA and UK.

As at Q1 FY27, we will be running formal bias testing across groups such as older leaders, neurodivergent leaders, and non-native English speakers, so we do not claim it is bias-free at this time.

While our reach is global, we do not currently ask culture-specific qualifying questions, nor have we factored cultural bias considerations into our logic at this time.

Unlike so many other enterprise-gated solutions, we want to provide free, equitable and sound advice to anyone seeking to improve their leadership. Our mission is to build more leaders who are better. We believe a qualified and free diagnostic builds awareness, trial and trust, and the insights we gather from a growing dataset are valuable to us.

FFi charges for cohort experiences, an always-with-you coaching app, and coach certification/licensing. At this time, the individual diagnostic remains cost free.

Yes. See how it works for organisations here. After your team individually completes the diagnostic, we de-identify individual details, run an intelligence wrapper across the data and produce a collective picture of where a cohort stands, mapped to the company’s strategic priorities, followed by a facilitated FFi session.

FFi sets a baseline readiness map, and retaking it later shows movement against the priorities you set. We measure shift in readiness rather than promising a dollar figure we cannot substantiate. The honest measure is change over time, tracked directly.

Yes. One team, one cohort, one facilitated session is the standard entry point. You see how the diagnostic and the conversation land before deciding on anything larger.

We can provide our privacy policy, our encryption and access-control details, and signed data-processing agreements with every provider. We do not yet hold SOC 2 or ISO 27001 certification, and we will not claim otherwise while that work is in progress.

Not yet. FFi is standalone today, so results are delivered directly and, for cohorts, through a facilitated session rather than piped into your systems. Native integrations aren't part of the current product, but that's on the horizon as our product stack grows.

Cohorts currently run through FFi or a certified coach, because the value depends on how the readiness data is read in the room. Self-serve internal facilitation isn't part of the model yet.

Yes. FFi will be certifying a small group of senior-level coaches to use the diagnostic as a differentiated part of their practice, with case-study support and early access to new features. It's built as a working partnership rather than a simple login.

No. Your client relationships stay yours. FFi holds participant data only under its privacy terms, and in a coach-led engagement, you are the relationship while FFi is the tool behind it.

Certification includes full training, case-study support, early access to new features, and a say in product development. Because the coaching circle is deliberately small, it works as a close partnership rather than a mass programme.