About VURR
The decision strategist for foundersWhat we believe
AI made everyone faster. But founders were never slow — they were under-strategized. Drowning in AI-generated output, with no system that protects, sharpens, and compounds the one thing AI can't do for them: judgment.
In a world where AI can do everything, the only thing that separates founders is the quality of their decisions. VURR exists to protect and sharpen that, not replace it.
What VURR does
VURR learns how each founder operates, pressure-tests every important call, breaks decisions into achievable moves, and tracks patterns over time — so judgment becomes a compounding asset instead of a Monday-morning loop. Sharpen the thinking. Lock the decision. Execute the move.
Who builds it
VURR was founded by Kerttu Raissar, an entrepreneur and the creator of the Self Force Framework — a model of human motivation that maps a person across three forces (Safety, Freedom, Power), three motivational drivers, and three ways of operating, producing 27 distinct types.
That framework is not a marketing layer bolted on afterwards. It is what VURR's Decision-Making Type Assessment and its pattern recognition are built on, and it is drawn from established research: Maslow on safety as a fundamental driver, McClelland's three decades of Harvard work on power and achievement, Deci and Ryan on autonomy, and Fredrickson on distinct positive emotional states.
The framework came out of years of watching how people move — or fail to move — toward their own ambitions. VURR is what happens when you turn that observation into a tool founders can actually use on a Monday morning. More on the framework and how VURR applies it.
VURR is co-founded by Daniel Raissar, who writes about decision quality and building in public on LinkedIn and Substack.
The company
VURR is a product of Eleabel OÜ, a company registered in Tallinn, Estonia. We are a small team building one thing properly rather than several things adequately.
We are based in the EU, which shapes how we handle data: your decisions are encrypted, never sold, and never used to train shared models. You can export or delete everything at any time. That is set out in full in our privacy policy.
Questions, press, or partnerships: info@vurr.app.