PeopleKeys
PeopleKeys, a division of Pryor Learning, is a U.S.-based behavioral assessment company that delivers DISC, TEAMS, VALUES, and BAI assessments via a business portal, consumer e-commerce store, and certification platform to HR teams, coaches, enterprises, government, education, and faith-based organizations globally.
- Company typePrivate
- Founded1983
- HeadquartersBoardman, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingSoftware
What PeopleKeys does
PeopleKeys is a U.S.-based behavioral assessment company that has operated for over 40 years (founded ~1981/1983) and currently functions as a division of Pryor Learning, headquartered in Boardman, Ohio. The company builds and delivers psychometric assessments based on the DISC model (Dominance, Influence, Steadiness, Conscientiousness), extended through complementary instruments — TEAMS (team roles), VALUES (core motivators), and BAI (Behavioral Attitudes Index). Its flagship 4D Report blends all four instruments into a single 1,440-point comparison, and the company uses a proprietary intensity-based, three-graph interpretation methodology (Public Self, Private Self, Perceived Self) rather than binary DISC categorization. Validation studies with Texas State University and Eastern University underpin the assessment's empirical claims, and the PeopleKeys Group Dynamics Report extends individual assessments into team-level benchmarking for hiring and team composition.
PeopleKeys operates a hybrid go-to-market model: direct self-service e-commerce through DISCinsights.com for individual buyers and SMBs, business-account subscriptions via the PeopleKeys Portal (APP2) for organizations that need white-label reports, centralized distribution, and custom benchmarks, and a parallel DISC Certification track (via DigitalChalk) that doubles as both a professional credentialing revenue stream and a customer acquisition channel. The company serves HR and hiring teams, corporate/enterprise leadership development, professional coaches and consultants, government agencies, educational institutions (via StudentKeys), and a faith-based segment (via Biblical DISC and CBC Christian Focus certification). Pricing is not publicly disclosed; business accounts are followed up by customer success specialists within one business day. Distribution is global, with assessments offered in 40+ languages and an international distributor network.
The business model is a mix of recurring (business-account subscriptions, benchmarking licenses) and transactional (per-assessment unit sales, one-time certification) revenue streams, supplemented by specialized sub-brands (Biblical DISC, Scholastic Success) that address niche verticals. PeopleKeys is privately held with no disclosed funding rounds and no public revenue figures; in 2018 it acquired Repcruit (undisclosed terms) to extend its recruiting-technology footprint. The company holds GDPR, EU-U.S. DPF, and UK Extension compliance certifications, with formally designated EU and UK representatives to support international data processing.
PeopleKeys firmographics
Firmographics- Name
- PeopleKeys
- Legal name
- PeopleKeys, a Division of Pryor Learning
- Website
- https://peoplekeys.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PeopleKeys, a division of Pryor Learning, is a U.S.-based behavioral assessment company that delivers DISC, TEAMS, VALUES, and BAI assessments via a business portal, consumer e-commerce store, and certification platform to HR teams, coaches, enterprises, government, education, and faith-based organizations globally.
- Ownership category
- akta.pro rank
PeopleKeys industry classification
Industry- Product category
- Behavioral Assessment Software
- NAICS
- Software Publishers (5132), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Assessment Item Banks, Question Authoring & Test Development Content (EDAGADAG)
- akta.pro secondary industry
- Assessment & Quiz Item Authoring Tools (within course builders) (EDAFAHAG)
Keywords
Where PeopleKeys is headquartered
LocationHeadquarters
- HQ city
- Boardman
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
PeopleKeys business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Assessment Sales: PeopleKeys generates primary revenue through selling behavioral assessments including DISC, TEAMS, VALUES, and BAI. Assessments are sold individually, in bundles (2D, 3D, 4D reports), and through business accounts that provide volume pricing and centralized management.
- DISC Certification Training: Online DISC certification courses offered in self-paced format. Certification provides professional credentials for managers, HR professionals, coaches, and leaders to interpret DISC results and apply insights professionally. Includes 100% online, self-paced format with no travel required.
- Business Account Subscriptions: Business accounts provide access to the PeopleKeys Portal with features including white-label reports, centralized assessment management, logo customization, and streamlined purchasing and distribution. Accounts are offered to HR teams, coaches, consultants, and organizational leaders.
- Ministry and Specialized Solutions: Specialized assessment products for faith-based organizations including Biblical DISC Report and Biblical DISC Leadership Report, along with Certified Behavioral Consultant (CBC) training with Christian focus.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Business Account - Organizational Access |
| Unit Pricing | Pay-as-you-go | Individual Assessment Products |
| One time/ perpetual license | One time/ perpetual license | DISC Certification - Professional Training |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
PeopleKeys product offering
Product offeringCore offering
PeopleKeys develops and sells behavioral assessment software and reports built on the DISC personality model, augmented by TEAMS, VALUES, and BAI psychometric tools. Customers purchase individual assessments (DISC, TEAMS, VALUES, BAI) or bundled reports (2D, 3D, 4D) through the DISCinsights.com storefront and the PeopleKeys Business Portal, with white-label customization and group dynamics reporting for organizational use. The company also offers self-paced DISC Certification and CBC training programs that credential HR professionals, coaches, and leaders to interpret and apply DISC results.
Product overview
PeopleKeys is a behavioral assessment company offering a unified platform of psychometric tools centered on the DISC model, supplemented by TEAMS, VALUES, and BAI assessments. The core product portfolio includes standalone DISC, TEAMS, VALUES, and BAI assessments, alongside blended reports: the 2D Report (DISC + VALUES), 3D Report (DISC + TEAMS + VALUES), and the flagship 4D Report (DISC + TEAMS + VALUES + BAI) covering 1,440 behavioral data points. Additional specialty reports include the Group Dynamics Report, Biblical DISC Report, Biblical DISC Leadership Report, and Scholastic Success Report for students. PeopleKeys delivers its assessments through multiple channels: the PeopleKeys App for mobile/web-based assessment administration, the APP2 Business Portal for organizations to manage, customize, and distribute assessments, and the Digital Chalk platform for online certification courses. The company also offers sector-specific solution packages covering Business, HR, Coaching, Government, Student, and Faith-Based use cases, along with DISC Certification and CBC (Christian Focus) certification training programs.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 42% of turnover is preventable with proper understanding of employee motivators and values
- +1 more outcomes
Companies that use PeopleKeys
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles6 records
PeopleKeys technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
PeopleKeys partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Pryor LearningcorePeopleKeys is a division of Pryor Learning, which represents the parent company structure. Pryor Learning provides the organizational backing and brand association for PeopleKeys assessment products and services.
- VeraSafeminorVeraSafe provides Data Privacy Framework Dispute Resolution services for PeopleKeys. Under the DPF program compliance, VeraSafe offers appropriate recourse for complaints free of charge as part of PeopleKeys EU-U.S. Data Privacy Framework commitments.
Scale indicators2 records
Recent moves7 records
Expansion highlights6 records
PeopleKeys competitors and assessment
Company assessmentEmerging players
- TestGorilla: TestGorilla is a modern, fast-growing pre-employment assessment platform combining behavioral, cognitive, and skills tests — an emerging competitor targeting the same HR/hiring use case as PeopleKeys with newer technology.
- Pymetrics: Pymetrics offers AI-driven behavioral assessments for hiring and talent development, representing the newer generation of data-rich assessment platforms competing for the enterprise HR-buyer wallet.
Direct peers
- Predictive Index: Predictive Index offers behavioral and cognitive assessments for hiring and team design, with strong SaaS distribution into HR functions — a comparable platform-based assessment competitor to PeopleKeys' portal model.
- Caliper: Caliper provides personality and behavioral assessments used primarily for hiring, leadership development, and talent management, closely aligned with PeopleKeys' HR and business use cases.
- Hogan Assessments: Hogan provides personality assessments focused on leadership, hiring, and workplace performance, frequently used by enterprise HR and executive coaching — overlapping with PeopleKeys' enterprise and coaching segments.
- TTI Success Insights: TTI Success Insights is one of the most direct DISC competitors, offering DISC-based behavioral assessments alongside other psychometrics for talent, leadership, and sales applications to HR, coaching, and consulting markets.
- The Myers-Briggs Company: Publisher of the MBTI and other personality assessments, the Myers-Briggs Company sells into HR, coaching, and organizational development buyers who also evaluate DISC-based tools like PeopleKeys.
- Wiley Everything DiSC: Wiley's Everything DiSC is a flagship DISC product suite widely used in corporate training, team development, and leadership programs — directly competing with PeopleKeys' DISC offerings and certifications.
Broad incumbents
- SHL: SHL provides a broad suite of psychometric and talent assessments for large employers, competing for the same HR budget that PeopleKeys targets but with a wider product portfolio and deeper enterprise integrations.
- Korn Ferry: Korn Ferry is a global organizational consulting firm offering proprietary assessments, leadership development, and talent management at enterprise scale — a much broader incumbent in the same buying category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PeopleKeys social profiles
Digital presencePeopleKeys compliance and trust
Trust signalCompliance3 records
PeopleKeys financial estimates
Financial estimateRevenue estimate
Valuation estimate
PeopleKeys leadership team
Management profileNumber of profiles
Profiles3 records
PeopleKeys funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PeopleKeys M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PeopleKeys
What does PeopleKeys do?
PeopleKeys develops and sells behavioral assessment software and reports built on the DISC personality model, augmented by TEAMS, VALUES, and BAI psychometric tools. Customers purchase individual assessments (DISC, TEAMS, VALUES, BAI) or bundled reports (2D, 3D, 4D) through the DISCinsights.com storefront and the PeopleKeys Business Portal, with white-label customization and group dynamics reporting for organizational use. The company also offers self-paced DISC Certification and CBC training programs that credential HR professionals, coaches, and leaders to interpret and apply DISC results.
Is PeopleKeys a public or private company?
PeopleKeys is a private company. It is classified as corporate owned and is currently operating.
When was PeopleKeys founded?
PeopleKeys was founded in 1983. It employs 51 to 100 people.
Where is PeopleKeys based?
PeopleKeys is headquartered in Boardman, United States, in the North America region.
How does PeopleKeys make money?
Four revenue lines are on record. Assessment Sales are the primary driver. The others are DISC Certification Training, business Account Subscriptions and ministry and Specialized Solutions.
Who are PeopleKeys's main competitors?
Emerging players on record are TestGorilla and Pymetrics. Direct peers are Predictive Index, Caliper, Hogan Assessments, TTI Success Insights, The Myers-Briggs Company and Wiley Everything DiSC. Broad incumbents are SHL and Korn Ferry.
Does PeopleKeys have an API?
No public API is recorded for PeopleKeys.
What industry is PeopleKeys in?
PeopleKeys's product category is Behavioral Assessment Software. Its primary akta.pro industry code is EDAGADAG, Assessment Item Banks, Question Authoring & Test Development Content, with a secondary code of EDAFAHAG, Assessment & Quiz Item Authoring Tools (within course builders). Its NAICS code is 5132 and its SIC code is 7370.