What CPP Inc does

CPP Inc, operating commercially as The Myers-Briggs Company, is a privately held assessment publisher headquartered in Sunnyvale, California, with 251–500 employees. The company owns and distributes a portfolio of trademarked psychological, behavioral, and career assessment instruments — the Myers-Briggs Type Indicator (MBTI), the Thomas-Kilmann Conflict Mode Instrument (TKI), the Strong Interest Inventory, the Fundamental Interpersonal Relations Orientation (FIRO), the California Psychological Inventory (CPI), and the VitaNavis student success platform — used for personality insight, career exploration, conflict management, leadership development, interpersonal relations, and student success applications. The underlying technology is a set of proprietary, research-validated psychometric instruments with decades of normative data, administered by certified practitioners via a centralized platform (login.themyersbriggs.com) and a global multi-country website.

The business runs a certification-gated distribution model. Practitioners — typically Learning & Development professionals, career counselors, coaches, consultants, and educators — must obtain and renew certification before they are authorized to purchase, administer, and interpret the assessments with end users. This produces two primary revenue streams: (1) certification program fees paid by individual practitioners and (2) recurring assessment deployment revenue (subscriptions and enterprise licenses) from organizations deploying the instruments at scale. Pricing is not publicly disclosed and is gated behind certification and direct sales conversations.

The customer base spans global enterprises and institutions across higher education (Cornell University), automotive (Ford), technology (Microsoft), consumer goods (Mondelez, Beauty Kitchen), government (US Army, NHS), and nonprofit (Girls in Tech) sectors. End customers reach the assessments primarily through certified practitioners, which creates a multi-tiered distribution chain — the company monetizes both the practitioner certification layer and the underlying organizational deployment layer.

Name

CPP Inc

Legal name

The Myers-Briggs Company

Website

https://cpp.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

251–500 employees

Short description

CPP Inc, operating as The Myers-Briggs Company, publishes trademarked psychological and career assessments (MBTI, TKI, Strong, FIRO, CPI, VitaNavis) sold via a certification-gated practitioner model to global enterprises, educational institutions, government agencies, and L&D professionals.

Ownership category

akta.pro rank

Product category

Psychological and Behavioral Assessment Services

NAICS

Professional and Management Development Training (611430), Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Professional Certification & Training Content Publishing (Exam Prep, CE/CPD) (MPAJACAL)

Keywords

• Psychological assessments
• Personality assessment tools
• Leadership development assessments
• Career exploration assessments
• Organizational development instruments

Headquarters

HQ city

Sunnyvale

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Certification Programs: The company generates revenue through certification programs where practitioners pay to become certified administrators of their assessment instruments including MBTI, TKI, FIRO, CPI, and Strong Interest Inventory. Certification enables professionals to legally administer and interpret the assessments for their clients.
2. Assessment Deployment: Revenue generated from deploying assessments to end users within organizations. Organizations pay for access to assessment platforms and administration capabilities.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

CPP Inc publishes and licenses a portfolio of proprietary psychological and behavioral assessment instruments used by certified practitioners and organizations for personality insight, conflict management, interpersonal relations, leadership development, career exploration, and student success. Distribution is gated through paid practitioner certification programs, after which organizations license the assessments for deployment to employees, students, and clients.

Product overview

The Myers-Briggs Company offers a portfolio of best-in-class psychological and career assessments organized around personality, interests, and behavioral insights. The core portfolio includes the MBTI (the original gold-standard personality indicator), the Strong Interest Inventory (career exploration), the Thomas-Kilmann Conflict Mode Instrument TKI (conflict resolution), FIRO (interpersonal relations), the California Psychological Inventory CPI (leadership development), and VitaNavis (student success). The company follows a certification model where practitioners get certified to deploy these assessments to organizations and individuals for personal development, team building, career counseling, and leadership development purposes.

Differentiator

Problem solved

Functional benefit

Brands

• MBTI®: Myers-Briggs Type Indicator - personality and skills assessment trusted by organizations worldwide for people development.
• TKI®
• Strong®
• FIRO®
• CPI™
• VitaNavis®

Products and services

• MBTI (Myers-Briggs Type Indicator) Personality assessment instrument that helps people understand themselves and improve how they communicate, learn, and work; administered by certified practitioners to individuals and within organizations.
• Strong Interest Inventory Career exploration assessment that helps high school and college students and midcareer employees define a direction for a fulfilling career; delivered through certified practitioners and institutional deployments.
• TKI (Thomas-Kilmann Conflict Mode Instrument) Assessment that empowers people to understand different conflict-handling styles and navigate challenging situations without damaging relationships; used by certified practitioners within teams and leadership development programs.
• FIRO (Fundamental Interpersonal Relations Orientation) Assessment that provides insights into how people behave toward others and how they want others to behave toward them, focusing on interpersonal relations; used by certified practitioners for team and relationship development.
• CPI (California Psychological Inventory) Leadership assessment that identifies and develops leaders for organizations by providing a range of behavioral insights; used by certified practitioners within leadership development and selection contexts.
• VitaNavis Student success platform that helps students navigate their educational and career paths; deployed at higher-education institutions such as Cornell University.

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Expansion highlights4 records

Broad incumbents

• Development Dimensions International (DDI): DDI provides leadership assessments and development content to enterprise HR and L&D teams, competing for a portion of the same corporate leadership pipeline that buys CPP Inc's CPI and MBTI-based leadership programs.
• Korn Ferry: Korn Ferry is a global organizational consulting firm with assessment, succession, and leadership development offerings (e.g., KFAL, Voices) that overlap with CPP Inc's CPI leadership and FIRO interpersonal instruments but span a much broader services portfolio.
• Pearson TalentLens: Pearson TalentLens distributes cognitive and personality assessments (including the Birkman and OPQ) for workplace use, addressing an overlapping enterprise assessment buyer with broader publishing and testing scale.
• Educational Testing Service (ETS): ETS develops and administers a wide range of standardized assessments, including the Praxis suite for educator certification, providing a direct analog to CPP Inc's practitioner certification programs for its instruments.

Emerging players

• Humu: Humu is a people-science platform using assessments and AI-driven nudges for managers, addressing a portion of the same L&D use cases (team dynamics, leadership behaviors) with a lighter-weight, tech-forward delivery model.
• BetterUp: BetterUp combines AI-driven coaching with proprietary assessments (e.g., Whole Person), sold directly to enterprise HR without a certification gate, representing a digital-first, self-serve alternative to CPP Inc's certified-practitioner model.

Direct peers

• Gallup (CliftonStrengths): Gallup's CliftonStrengths is a strengths-based assessment sold to enterprises and individual managers/coaches for development, addressing the same L&D buyer as MBTI and competing for the same corporate coaching and development budgets.
• SHL: SHL provides psychometric assessments for talent acquisition and development used by global enterprises, with a comparable certified-practitioner go-to-market and overlapping customers in large multinational HR functions.
• Hogan Assessments: Hogan Assessments sells personality-based assessments (HPI, HDS, MVPI) for leadership development and talent management, certified-practitioner distribution, and enterprise L&D buyers, making it the closest direct competitor to CPP Inc's MBTI/CPI portfolio.
• Wiley (Everything DiSC): Wiley's Everything DiSC is a personality-style assessment suite sold through certified practitioners and used for workplace communication, leadership, and team development, directly comparable in distribution model and target buyer to MBTI/TKI.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cppinc
• LinkedInlinkedin.com/company/cpp-inc

Revenue estimate

Valuation estimate

Number of profiles

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 CPP Inc