Every founder has a pattern they can't see.
Lumina exists because one founder — Heitor — discovered his own blind spots were costing him far more than he realized. Now Lumina helps founders detect those same patterns before they compound into write-offs.
~5 days
Average between updates
18
Updates shipped in last 90 days
400+
Founders in Discord community
89%
Catch a decision pattern in week 1
The story
Heitor was making high-stakes decisions alone — no co-founder, no board, no executive coach. Like most founders, he trusted his gut. And like most founders, his gut had patterns he couldn't see.
The patterns were invisible until they weren't. A bad hire that looked perfect in the interview. A pricing change that cost $80K in churned revenue. A partnership that felt right until the legal fees started piling up. Each mistake felt unique in the moment. Looking back, they all followed the same cognitive script.
Executive coaching — the traditional solution — costs $500 per hour. Weekly sessions add up to $26,000 per year. Most bootstrapped founders don't have that budget. So Heitor built Lumina: an AI decision coach that does the same pattern detection at $149 for life.
Lumina launched in May 2025. Since then, Heitor has shipped 18 updates in 90 days — a ~5 day average between releases. Every feature request from the community goes to the public roadmap. Every positive review gets a personal response. This isn't a VC-funded growth experiment. It's a solo founder building the tool he wishes he'd had years ago.
Why Lumina exists
Surface the invisible
Most bad decisions don't feel bad in the moment. They feel right — until they don't. Lumina exists to make blind spots visible before they become expensive outcomes.
Name the pattern
You can't fix what you can't name. Lumina's 12 cognitive archetypes — from The Catastrophizer to Sunk Cost Drift — give founders a vocabulary for their own thinking patterns.
Privacy by architecture
Your journal entries never touch Lumina's AI keys. BYOK (Bring Your Own Key) means your data stays yours. Full exports in PDF, CSV, and JSON. No vendor lock-in.
One caught pattern pays for everything
At $149 lifetime vs. $26K/year for executive coaching, Lumina pays for itself with one avoided bad hire, one caught pricing mistake, or one partnership you walked away from.
Built to last
Bootstrapped
No VC pressure. No exit timeline. Built for founders, by a founder.
Profitable
Sustainable economics. Credit caps explained openly. No margin collapse risk.
Shipping fast
Public roadmap. Feature requests from the community go straight to the backlog.
Discord community
400+ founders sharing patterns, insights, and decision wins daily.
60-day guarantee
Point to a specific decision you made better, or get a full refund.
Open data
Full exports. If something happens to Lumina, your data was never locked in.
A note from Heitor
Solo founder, Lumina
I built Lumina because I was tired of discovering my blind spots the hard way — after the damage was done. Every founder I know has a story about a bad hire that cost $50K+, a pricing mistake that cost $100K, or a partnership they wish they'd never entered.
The thing is: those mistakes weren't random. They followed patterns. Patterns I could have caught — if I had a tool that looked for them.
Lumina is that tool. It's not a therapist. It's not a chatbot. It's a pattern detection system for the decisions that define your company. Named patterns, specific actions, under 60 seconds.
One caught pattern pays for Lumina. Everything after that is free.
If you try Lumina and it doesn't catch a pattern you didn't already see — tell me. I'll refund you personally. No questions about your decision quality. Just point to one you caught.