What2Do

What2Do is a Spanish HR-Tech startup redefining how people and companies make career and hiring decisions. Founded in Barcelona, our mission is simple: improve access to professional opportunities with long-term satisfaction on both sides: talent and employers.

For individuals (B2C): we help people who feel stuck or uncertain about what’s next. Our psychologist-designed, AI-assisted assessment looks beyond CVs, combining hard and soft skills with motivations, values, lifestyle preferences, hobbies, expectations, and aspirations. The outcome is a clear professional direction with personalized recommendations and a step-by-step roadmap aligned to real needs.

For companies (B2B): we help HR teams reduce turnover and hiring mistakes. What2Do provides an objective match percentage between candidates and roles, bringing cultural and functional fit into the decision before an offer is made. The result: more accurate hires, stronger retention, and lower recruitment costs.

What makes us different is the integrated approach: technology + validated, psychology-based methodology + human coaching + a merit-driven community that grows smarter with every user. We’re building a living system that evolves with people and organizations over time.

We’re recognized within Spain’s startup ecosystem, participating in programs such as La Nave (Madrid), Startup Valencia, Cambra de Comerç Barcelona, and INCIBE initiatives. With early traction and a focused roadmap, our goal is to scale across Spain and then expand internationally with selected partners.

When everything fits, work unlocks. That’s What2Do.