PeopleKeys

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.

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

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

• DISC personality assessments
• Behavioral assessment software
• HR hiring analytics
• Team building tools
• DISC certification training

Headquarters

HQ city

Boardman

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core 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

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Pryor LearningcoreOthersPeopleKeys 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.
• VeraSafeminorStrategic or Co-development PartnerVeraSafe 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

Emerging 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

• Xx.com/Peoplekeys
• YouTubeyoutube.com/@PeopleKeysInc
• Facebookfacebook.com/PeopleKeys.Inc
• LinkedInlinkedin.com/company/peoplekeys-inc-
• Instagraminstagram.com/peoplekeysinc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PeopleKeys