Summary: This paper describes an innovative motivational approach combined with new tools to support self-regulated learners, stressing the importance of social embeddedness and collaboration for learners at work. We suggest that the social context plays an important role when it comes to defining learning goals, adapting one’s strategies to social norms, and collaboratively creating knowledge with colleagues and peers. A first assessment of this motivational approach and early prototypes was conducted within the IntelLEO project by the end-users of three heterogeneous business cases. The results of this evaluation in the biggest business case are presented in this paper.