Mindset Group

What Mindset Group does

Mindset Group is a Stockholm-headquartered, privately-held training and leadership development firm founded in 1998, organized as a group of operating companies (Mindset, Promote, Induction, Avidity, MDI, PMIdeas) that together deliver evidence-based leadership, project management, communication, and business training to large Nordic and multinational enterprises. Its core methodology is the proprietary High Performance Learning Journeys (HPLJ) framework — a 7-step process rooted in 40+ years of evaluation research from Kirkpatrick, Brinkerhoff, and Kevin Ford — under which Mindset designs and delivers multi-year, custom leadership development programs for clients such as SSAB (6,700-employee safety program), TRATON/Scania (cross-border IPO transformation), Peab, Ambea (31,000-employee leadership program), Orkla, GKN Aerospace, the Swedish Transport Administration, and Väderstad.

The technology layer centers on Promote®, a proprietary SaaS digital learning platform that supports blended delivery, manager involvement, measurement of training effectiveness, and social learning — bridging classroom/face-to-face instruction with on-the-job performance application. Supporting infrastructure includes Induction (onboarding), Avidity (software development), and PMIdeas (project management training). Mindset Group holds Gold certification from Kirkpatrick Partners and HPLJ certification from the Brinkerhoff Evaluation Institute, and has received multiple Brandon Hall Gold awards and EFMD Excellence in Practice recognition.

Revenue is generated primarily through professional services — large, custom-designed, multi-year enterprise leadership development programs — supplemented by recurring SaaS revenue from Promote® licensing bundled into those contracts. Distribution is via direct enterprise field sales targeting CHROs and C-suite leaders across the Nordic region and beyond, with international delivery scaled through the MDI subsidiary's network of trainers in 21 countries, complemented by owned offices in Gothenburg, Johannesburg, Vienna, Porto Alegre, and Berlin. The firm is led by CEO Niklas Harging (sourced) and has been consecutively recognized among Sweden's Best Workplaces in 2024 and 2025, with no public funding rounds disclosed.

Name

Mindset Group

Legal name

Mindset AB

Website

https://mindset.se

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Mindset Group is a Stockholm-based, privately-held leadership development and training firm serving large Nordic and multinational enterprises with custom, evidence-based leadership programs delivered via its proprietary Promote® SaaS learning platform and a 21-country delivery network.

Ownership category

akta.pro rank

Product category

Corporate Leadership Development Training

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143), Business Schools and Computer and Management Training (6114)

SIC

Services-Educational Services (8200), Services-Management Services (8741)

akta.pro primary industry

Change Management & Transformation Leadership (EDABAAAD)

akta.pro secondary industries

Change Management & Organizational Development (OD) Training (EDABAIAJ), Stakeholder, Communication & Change Management (EDABAHAF), Product Management (Core) (EDABAHAC), Strategy, Decision-Making & Business Acumen Coaching (EDABANAH)

Keywords

• Leadership development training
• Corporate training services
• Behavioral change programs
• Digital learning platforms
• Project management training

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Leadership Development Training Programs: Mindset generates revenue primarily through large-scale, custom-designed leadership development programs delivered to enterprise clients. Programs are structured as multi-year engagements with blended learning (face-to-face, virtual, and digital platform-supported components). Revenue is earned through program design, delivery, facilitation, and platform licensing fees bundled into professional services contracts.
2. Promote® Software Licensing: Promote® is Mindset's proprietary digital learning platform, offered as part of their training programs and likely as a standalone or bundled SaaS subscription. The platform is used to drive learning-to-performance translation, measure results, and support manager involvement.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Mindset Group delivers evidence-based leadership development and behavioral change training programs to large enterprises and multinational organizations. Its core offering is custom-designed, multi-year leadership training built on a proprietary 7-step process and the High Performance Learning Journeys (HPLJ) methodology, supported by the Promote® SaaS digital learning platform. Complementary offerings include onboarding (Induction), project management training (PMIdeas), and global delivery through MDI's local trainer network across 21 countries.

Product overview

Mindset Group operates as a multi-brand portfolio centered on evidence-based leadership development and behavioral change. The core offering is the Mindset brand (leadership training programs with a 7-step process, blended/virtual/face-to-face delivery, and measurable outcomes at 5x the impact of traditional training). Supporting the core is Promote®, a SaaS learning platform that bridges training and on-the-job performance, along with complementary sub-brands: Induction (onboarding), Avidity (software infrastructure development), MDI (local trainers in 21 countries), and PMIdeas (project management training). The portfolio is unified by the High Performance Learning Journey (HPLJ) methodology and certifications from Kirkpatrick and Brinkerhoff.

Differentiator

Problem solved

Functional benefit

Brands

• Promote: Learning platform for Learning & Development (L&D)
• Induction
• Avidity
• MDI
• PMIdeas

Products and services

• Mindset Leadership Development Programs

Quantifiable outcome

• 5x higher impact than traditional training programs
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered core and major.

• ESMT BerlincoreStrategic or Co-development PartnerESMT Berlin (Germany's top business school, ranked #10 globally) partnered with Mindset to deliver a leadership development program for TRATON. The collaboration combined ESMT's latest research with Mindset's business application expertise to create a pioneering program for five global brands (MAN, Scania, Navistar, Volkswagen Caminhões e Ônibus). ESMT provided faculty and professors while Mindset contributed methodology, program design, and learning journey expertise. The program was awarded Gold in Excellence in Practice by Brandon Hall.
• MDI (part of Mindset Group)coreChannel Partner/ Reseller/ DistributorMDI provides local presence with leadership and sales trainers in 21 countries, enabling Mindset to deliver programs globally with local adaptation. MDI is one of several companies within the Mindset Group structure that share the common goal of helping organizations achieve desired behavioral changes and measurable results.
• Kirkpatrick PartnerscoreStrategic or Co-development PartnerMindset holds Gold Certification from Kirkpatrick Partners, an internationally recognized leader in training evaluation. This partnership ensures that Mindset's programs are designed and evaluated using the Kirkpatrick Four-Level Evaluation Model, providing clients with rigorous measurement of training effectiveness from reaction to results.
• Brinkerhoff Evaluation InstitutecoreStrategic or Co-development PartnerMindset is certified by the Brinkerhoff Evaluation Institute and uses the High Performance Learning Journeys (HPLJ) methodology developed by Dr. Robert Brinkerhoff. This collaboration provides access to best-practice frameworks for designing learning journeys that generate measurable, sustainable results in the workplace.
• SSABmajorOthersMindset and SSAB Europe collaborated on a comprehensive safety behavior change program covering 6,700 employees. SSAB contributed its own expertise in safety and problem-solving, combined with Mindset's expertise in behavior change, to create a unified program that has achieved measurable improvements in safety metrics across all areas.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Center for Creative Leadership (CCL): Nonprofit leadership development provider with research-backed programs, assessments, and custom enterprise offerings; competes in the same leadership benchmark and behavior-change segment as Mindset, especially with multinational clients.
• Development Dimensions International (DDI): Global leadership development firm offering assessment, training, and behavior-change programs to large enterprises, closely aligned with Mindset's leadership pipeline and transformation use cases, often cited in the same enterprise L&D RFPs.
• BTS: Sweden-based business performance and leadership development consultancy with a similar model of simulation-driven, custom enterprise leadership and sales programs sold to Nordic and global multinationals. Direct overlap in target buyers, methodology-led positioning, and enterprise field-sales go-to-market.
• Wilson Learning: Global leadership and sales transformation company with proprietary methodologies and a worldwide partner network; directly comparable to Mindset's behavior-change at scale model and enterprise sales motion.
• FranklinCovey: US-listed leadership and effectiveness training company built around proprietary content frameworks (e.g., 'The 7 Habits'), targeting enterprise L&D buyers with multi-year programs; comparable methodology-led, content-and-coaching business model.

Emerging players

• Degreed: Enterprise learning experience platform that aggregates content, skills data, and AI-driven learning journeys; emerging threat to bespoke training providers by offering tech-enabled, data-rich programs that compete for the same leadership-development budget.

Broad incumbents

• Skillsoft: Public digital learning company providing leadership content and a SaaS content platform (Percipio) to enterprises; potential substitute in budget cycles where enterprise L&D teams consolidate onto integrated content platforms rather than custom facilitators.
• Korn Ferry: Global organizational consulting firm whose Leadership & Talent Development practice delivers enterprise leadership programs at scale. Overlaps with Mindset in leadership transformation engagements but operates as part of a much broader executive search and consulting portfolio.
• GP Strategies: US-listed corporate training and workforce development provider serving large enterprises with custom leadership, sales, and operational programs; competes with Mindset in multi-year enterprise engagements but with a much broader services portfolio.
• Heidrick & Struggles: Global leadership advisory firm offering executive coaching, leadership assessment, and culture/transformation services; relevant peer where enterprise clients evaluate integrated leadership advisory vs. standalone training providers like Mindset.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mindsetab
• Facebookfacebook.com/mindset.se
• LinkedInlinkedin.com/company/mindset-ab

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Mindset Group