Press Releases & News

Loopline Systems launches management coaching and cloud feedback for the digital generation

  • Official launch
  • New coaching service in cooperation with Jürgen Kugele

Berlin – 18th November 2015. After a one-year pilot phase and a first round of funding, Loopline Systems, a spin-off from the Berlin-based early-stage investor and company builder Project A Ventures, is now officially launching on the open market. The results of successful development work on loopline, an intelligent software tool for staff development, are now available for all to see on Besides integrating user experience on the website, the company – founded at the end of 2014 – has also paired it with a new coaching service: working with leadership expert Jürgen Kugele, the team headed by co-founder Nora Heer will be translating the management model on which the software is based into change-management projects for enterprise customers.

“The resonance our product received showed us just how receptive companies are to tying strategic performance development to a management model for the coming generations,” explains Nora Heer, managing partner at Loopline Systems: “The coaching service is the next logical step for us and, in Jürgen Kugele, we are delighted to have secured such a high-profile partner. Our company goal is to extend this new service over the coming year by licensing selected consultants,” continues Heer. Jürgen Kugele – executive coach, management consultant, psychoanalyst, and author – explains how “the Loopline Systems model of combining professional development and feedback systematically frees up both management and staff, creating an ideal change approach. Working with Nora Heer and her team, I am looking forward to interpreting this model from the everyday environment of a progressive company such as Project A for other organisations.”

About Loopline Systems

Loopline Systems is a spin-off from the human resources division of the Berlin-based early-stage investor and company builder Project A Ventures. The founders and managing partners are human-resources strategist Nora Heer and entrepreneur Christian Kaller. They developed the core company product, loopline, for the 100 members of staff at Project A as an alternative to the monolithic performance management software systems available and the administrative, hierarchical concept of management they entail. This cloud-based application links performance metrics with data about the potential and satisfaction levels of individual members of staff in order to generate a continuous stream of information for company management from the cloud. After Loopline Systems was spun off into the enterprise market at the end of 2014, start-ups such as Outfittery and Mr. Spex – as well as other clients, including management consultancies – have been using the loopline product. In addition to Project A Ventures, in 2015, the IBB Beteiligungsgesellschaft venture capital management consortium (IBB Bet), the High-Tech Gründerfonds (HTGF), and several business angels have taken stakes in the Berlin company. Visit to find out more.

Company contact:
Loopline Systems/LLS Internet GmbH
Nora Heer
Zinnowitzer Straße 8
10115 Berlin
Phone: +49 30 208483812

Press contact:
Melanie Schehl
Lutterothstraße 100
20255 Hamburg
Mobile: +49 170 3255828

About Jürgen Kugele

Jürgen Kugele is managing director of the Berlin competency network,, founded in 2009, and managing partner of the Successful Boards consultancy, based in Frankfurt am Main. For more than 25 years now, he has been guiding both companies and people through their change and transformation processes, bringing together elements from the disciplines in which he works: psychoanalysis, management consultancy, and leadership coaching. The focus of his work is on enabling his customers in both their personal and professional capacities and on consciously creating a healthy, professional, and results-orientated balance between the needs of people, their roles, and organisations in today’s digitised society. Whether working with start-ups, corporates, or financial institutions, he is primarily concentrated on the inherent contradictions present in leadership as organisations move into the digital era. Find out more on

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