A startup called Shine is rolling out a new service offering on-demand life coaching via text messages as a paid tier to its free, daily texting service. While a number of today’s chatbots and SMS-based concierge services have been focused on helping people shop via text message, Shine to date has instead focused on helping you become a better person. Through automated texts, Shine delivers daily self-help, encouragement, and advice to its subscribers, via either SMS or Facebook Messenger.

With the debut of Shinevisor, it’s preparing to introduce a more personal touch: advice and guidance from real people, who are certified life, career, and school coaches.

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