LifeEquality is a Danish AI platform founded in 2026 by Krista Hald Söderlind, a former Tech Director, to help women in tech negotiate higher salaries. Its AI coach, Sally, guides users through a 7-stage behavioral science framework to build a business case, practice their salary pitch, and close the gender pay gap — one negotiation at a time. LifeEquality is headquartered in Bagsværd, Denmark, and is GDPR-compliant.
Krista Hald Söderlind
I didn’t build LifeEquality simply because I’m a fan of AI. I built it because the digital world needs to change. As a Tech Director leading high-performing digital teams, I saw brilliant women delivering massive results — but walking into salary reviews with requests rather than business cases. I realized that women aren’t failing at negotiation; the system is failing them.
Why I Built LifeEquality
As a Tech Director, I watched a recurring pattern: brilliant women delivering massive results, but walking into salary reviews with “requests” rather than “business cases.” At the same time, I watched the digital landscape — from hiring algorithms to professional networks — consistently give women’s contributions less visibility and attention.
Women aren’t failing at negotiation. The system is failing them.
I wanted to create an AI agent that is intentionally designed to be unbiased. We all deserve equality, and we shouldn’t have to navigate a world where our professional impact is sidelined by outdated algorithms or social penalties.
By combining my experience in high-stakes leadership with specialized, equity-focused AI logic, I created Sally — not just a chatbot, but the manifestation of every strategic framework I’ve used to justify raises for top performers throughout my career. Sally uses a structured, 7-stage process grounded in behavioral science: from profiling your current position and building your business case, through negotiation simulation, all the way to securing and closing the offer.
What Guides Every Line of Code
Most AI tools are trained on data that already contains gender bias. Sally is actively built to bypass those patterns. She doesn’t coach you to “act like a man” — she coaches you to act like a high-impact leader, using logic blind to gender and focused purely on value.
Sally’s coaching logic is built on compensation frameworks used in high-stakes leadership — not on general internet data that encodes historic pay disparities between men and women.
The gender pay gap thrives in secrecy. We believe in opening the books. We encourage our users to bring real market data to the table so that every negotiation is based on facts, not guesswork.
Users are guided to benchmark their salary against live market data sources — turning a personal negotiation into an evidence-based business conversation.
We don’t deal in fluff. Our framework is built on Steel — quantifiable, undeniable business impact. We value results over rhetoric, and we teach our users to do the same.
Every negotiation script Sally produces is anchored in measurable outputs: revenue influenced, costs saved, projects delivered — not soft skills or subjective self-assessment.
Your trust is our most valuable asset. Your conversations with Sally are your private fortress. We never sell your data, and we never use your personal achievements to train external models.
LifeEquality is GDPR-compliant and independently audited. User conversations with Sally are not used to train external AI models and are stored under EU data protection law.
Give Every Woman a Mentor in Her Pocket
Economic power is the shortest path to true equality. Sally is built to make sure that “No” is no longer an option — by helping you prove your worth with logic that is impossible to ignore. Start your free session today.
Start with Sally