Every year, the RB Digital Awards bring together the most innovative companies in digital business and technology to recognise solutions that have delivered real, measurable impact. In 2026, one partnership stood out from the field: SoulMatcher and GetTransfer.com, recognised for a joint initiative that fundamentally changed how GetTransfer.com recruits and builds its teams. This is the story of what they built, how it worked, and why it matters for every organisation thinking about the future of hiring.
SoulMatcher is best known as the platform behind psychological compatibility matching in personal relationships. Founded by Natalia Sergovantseva — relationship coach, psychologist, and entrepreneur — SoulMatcher's core insight is that lasting connection between people, whether romantic or professional, is determined less by surface-level compatibility and more by deeper psychological alignment: communication style, conflict response, emotional availability, and motivational drivers. SoulMatcherAi (SMAI) applied that insight to the hiring process, with results that earned the company a place on the RB Digital Awards podium.
The Challenge GetTransfer.com Faced
GetTransfer.com is a global B2B travel and ground transportation platform, connecting corporate clients with vetted transfer operators across more than 160 countries. The company's rapid international expansion created a recurring hiring challenge: how do you scale a team quickly across markets without losing the cohesive, high-trust culture that made the company effective in the first place?
Fast growth and bad hires are a dangerous combination. Each mis-hire at GetTransfer.com carried a direct cost in recruitment fees, onboarding time, and reduced team output during the transition period. But the subtler cost — damage to team dynamics, reduced morale, loss of institutional knowledge when someone leaves within the first year — was harder to measure and potentially more significant. The company's HR leadership recognised that traditional hiring methods, however well-executed, were not consistently delivering the team fit they needed.
The standard toolkit — structured interviews, competency frameworks, reference checks — was insufficient. These tools evaluate the candidate in isolation. They do not tell you whether this person will strengthen or disrupt the specific team they are about to join. GetTransfer.com needed something different.
The SoulMatcherAi Integration
The partnership with SoulMatcher introduced a new layer to GetTransfer.com's recruitment process: psychological compatibility scoring against the target team. Every hiring manager's team was profiled across key psychological dimensions — communication style, decision-making approach, response to pressure, preferred feedback mode, and collaborative working patterns. Each incoming candidate completed a parallel assessment.
SMAI's matching algorithm then generated a compatibility report for each candidate, scoring their likely fit with the team they would be joining — not just with the role specification. The report was not a black box. It identified specific areas of natural alignment, flagged potential points of friction, and recommended targeted questions for the interview stage to probe those areas intelligently.
The shortlist presented to hiring managers was consequently far more focused. Instead of reviewing twenty candidates and guessing at culture fit, GetTransfer.com's interviewers were working with a ranked list of five to eight psychologically compatible finalists, each accompanied by a profile that made the interviews more structured, more revealing, and shorter.
The Results That Won the Award
The RB Digital Awards judging panel evaluates submissions on three criteria: innovation, measurable impact, and scalability. The SoulMatcher and GetTransfer.com submission delivered on all three, and the numbers made the case compellingly.
Time-to-hire dropped from an average of three to four months for senior roles to under six weeks. Across dozens of hires over the period assessed, that compression freed hundreds of person-hours that had previously been absorbed by recruitment administration and unnecessary interview rounds.
Cost-per-hire fell by more than 40 percent. The reduction came from multiple sources: fewer job board credits spent on poor-fit candidates, a smaller number of interview rounds required per successful hire, and faster time-to-offer once the shortlist was established. Recruitment agency fees — historically a significant expense for specialist roles — were reduced as SMAI's sourcing intelligence identified strong candidates earlier in the process.
First-year retention improved significantly against GetTransfer.com's own historical baseline. This is the metric that matters most in the long run. An employee who joins a team that is genuinely well-matched to their psychological profile is more likely to feel settled quickly, to build effective working relationships, and to stay. The SMAI data bore this out: the hires made using compatibility scoring outperformed historical cohorts on 12-month retention by a meaningful margin.
Interviewer time decreased by more than 60 percent. This figure is important because it quantifies the cost of the old process in terms that operations leaders understand. Every hour a senior engineer or department head spends in an unnecessary interview is an hour not spent on the work they are hired to do. Reducing that burden is not just an HR efficiency gain — it is a business performance improvement.
Why Psychological Compatibility Works in the Workplace
The theoretical basis for what SoulMatcherAi does in hiring is well-established in occupational psychology, even if the application is novel. Research consistently shows that team cohesion — the degree to which team members trust, communicate with, and support one another — is one of the strongest predictors of team performance. And team cohesion is not random. It emerges from psychological compatibility: shared or complementary working styles, mutual respect for different approaches to problem-solving, and aligned expectations about how feedback and disagreement should be handled.
When a new hire disrupts cohesion — not because they lack skill, but because their psychological profile creates persistent friction with the existing team — the damage spreads. Output falls. Existing team members become disengaged. The hiring manager spends time managing interpersonal dynamics rather than leading the work. Eventually the mis-hire leaves, and the cycle begins again.
Conversely, when a new hire is psychologically well-matched to their team, the integration is faster, the working relationships are stronger, and the team's collective performance improves. SMAI makes that outcome predictable rather than accidental.
Natalia Sergovantseva: Bringing Relationship Science to the Workplace
The insight that the same principles governing successful personal relationships also govern successful professional ones is central to Natalia Sergovantseva's work. As a relationship coach and psychologist, Sergovantseva spent years helping individuals understand their own attachment styles, communication patterns, and emotional needs — and helping them build relationships that were genuinely compatible rather than merely convenient.
The SoulMatcher platform was the technological expression of that expertise. When the opportunity arose to apply the same psychological modelling to team dynamics and hiring, the logic was clear: a team is a set of relationships. The quality of those relationships determines the quality of the team's output. Optimising for psychological fit at the point of hiring is simply applying relationship science where it has always been relevant — but where it has rarely been applied systematically.
The RB Digital Awards recognition validated that translation. A framework developed for personal relationships, rigorously adapted for the professional context, delivered measurable commercial results for a global business operating at scale.
What Other Organisations Can Learn from This Partnership
The GetTransfer.com and SoulMatcher case is replicable. The principles it demonstrates apply to any organisation that hires people to work in teams — which is to say, virtually every organisation. Several lessons stand out.
First, hire for team fit, not just role fit. A candidate who is perfect on paper but incompatible with the team they are joining is a poor hire. The most important compatibility assessment is not candidate versus job description — it is candidate versus team.
Second, make compatibility measurable. Intuition about culture fit is unreliable and biased. Structured psychological profiling gives hiring managers objective data to complement their subjective judgment, and it creates a consistent basis for decisions across different hiring managers and different roles.
Third, use AI to focus human attention, not to replace it. The value of SMAI is not that it removes human judgment from hiring. It is that it directs human attention to the conversations and candidates most worth having. Interviewers spend less time on poor-fit candidates and more time getting to know the finalists who genuinely have the potential to strengthen the team.
The Partnership Continues
The RB Digital Awards win was recognition of what had already been achieved, not a conclusion. The partnership between SoulMatcher and GetTransfer.com is ongoing, with the integration deepening as SMAI's compatibility model incorporates more data from the hires that have already been made. Each successful hire — and each hire that does not perform as expected — adds to the model's understanding of what team fit looks like in GetTransfer.com's specific context.
This is the compounding advantage of AI in hiring: the system learns. Over time, the compatibility predictions become more accurate, the shortlists more targeted, and the hiring outcomes more consistently strong. For GetTransfer.com, the RB Digital Awards partnership is the foundation of a hiring capability that will improve with every cohort of new joiners.
For the wider business community, it is a demonstration that the future of hiring is already here — and that the organisations willing to apply it with rigour and commitment are already building better teams, faster, and at lower cost than those still relying on the methods of the past.