Jay Shetty’s new talent agency says it will help creators “unleash their inner greatness”

Monk-turned-life coach Jay Shetty has launched his own talent agency.

House of 1212—co-founded with partners Rula Zaabri, Brittany Louks, and Blaire Zierke—is a full-service talent agency “built on the foundation of purpose,” it told Variety.

“Here, we have created a home for clients who want to amplify their voices and unleash their inner greatness so they can make a positive impact on the world. As a team, we are fueled by establishing purpose-driven partnerships, conceptualizing unique concepts for our talent and the desire to change the industry,” Shetty, Zaabri, Louks, and Zierke said in a joint statement.

The agency told Variety that it will create custom career roadmaps for creators to help them find their purpose and define long-term toals. It’ll also help them establish deals with brands that fit their core values.

Shetty, who has nearly 50 million followers across all platforms, is House of 1212’s co-founder and partner; Zaabri, who was previously Shetty’s chief of staff, is co-founder and CEO; Louks, who was previously an international brand partnerships manager for Alo Yoga, is co-founder and president; and Zierke, whose background is in tech startups and design, is co-founder and head of operations.

House of 1212’s brand partners so far include Amazon, Audible, Meta, Apple, Google, Spotify, Alo Yoga, Calm, BMW, Microsoft, Zoom, American Express, Skims, LinkedIn, Marriott, Whole Foods, Nike, Reebok, BetterHelp, Tonal, and Land Rover.

Shetty will continue to be represented by WME.