What 123test does

123test B.V., founded in 2003 and headquartered in Nijmegen, Netherlands, operates a direct-to-consumer psychometric testing platform serving individual job seekers, career changers, career counselors, and HR professionals across more than 10 languages. The platform hosts 140+ tests spanning IQ (free IQ test, Classical Intelligence Test, Culture Fair Intelligence Test, used as an official admissions test by several high-IQ societies), personality frameworks (Big Five, DISC, Jung, Enneagram), career guidance (Holland Code-based Career Test, Work Values Test, Team Roles Test, Competency Test benchmarking 16 work-related competencies), and adjacent tools including Emotional Intelligence, Leadership Style, Conflict Management, Learning Style, Job Satisfaction, Personal Values, and Personal SWOT Analysis. All tests are constructed by experienced psychologists and grounded in established psychological models; the platform requires no account for basic use and emphasizes privacy and GDPR compliance.

Underlying technology is a web-based self-serve assessment engine with social login (LinkedIn, Google, Facebook), payment processing integration, and dual analytics instrumentation (Google Analytics with IP anonymization plus on-premise-style Matomo). The product architecture supports B2C individual purchases, B2B ticket-code distribution for organizational buyers, and a subscription-style assessment training library of 131 tests / 3,100+ questions across 10 reasoning categories. Reported scale metrics include 30M+ annual users worldwide, 753,607 tests completed in the last 30 days, and a 4.7-star Trustpilot rating across 1,509 reviews.

The business operates on a freemium model: free basic tests drive organic SEO-led acquisition, with paid conversions into one-time premium test reports ($8.99–$17.99), 90-day assessment training prep packages ($19.99 single / $47.99 bundle), and bulk B2B ticket codes. Additional higher-priced service lines include Resume Review (up to $1,000) and seasonal promotional bundles (e.g., the 2026 Spring Offer at 75% off). The company is privately owned and independent, with no disclosed institutional funding, no parent company, and a headcount in the 1–10 range, implying a capital-efficient, content- and distribution-led operating model.

Name

123test

Legal name

123test B.V.

Website

https://123test.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

123test B.V. is a Netherlands-based, freemium psychometric testing platform founded in 2003 that offers 140+ free and paid assessments across IQ, personality, career, and competency domains to 30M+ annual individual users, career counselors, and HR buyers globally.

Ownership category

akta.pro rank

Product category

Online Psychometric Assessment Platform

NAICS

Exam Preparation and Tutoring (611691)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Skills Assessment & Talent/Employability Testing Platforms (EDAFADAM)

akta.pro secondary industries

Online Exam Delivery & Test Administration Platforms (EDAFADAA), Remote Proctoring, Test Security & Online Assessment Platforms (BPACAMAL)

Keywords

• Psychometric assessments
• Personality testing
• Career assessments
• IQ testing
• Assessment training

Headquarters

HQ city

Nijmegen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Premium Test Reports: One-time purchases of extended professional test reports with detailed analysis and graphical representations of scores.
2. Assessment Training Packages: Subscription-style access to prep packages providing 90 days access to practice tests, worked solutions, and PDF materials. Single packages available for $19.99 or comprehensive All Prep Packages bundle for $47.99.
3. Freemium Model: Free basic tests drive user acquisition and traffic. Premium features and detailed reports available as paid upgrades.
4. Business Ticket Sales: B2B sales of ticket codes in bulk quantities for businesses to distribute to employees, job applicants, or clients for professional assessment use.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

123test operates an online psychometric testing platform offering 140+ scientifically validated assessments including IQ tests (Free IQ Test, Classical Intelligence Test, Culture Fair Intelligence Test), personality assessments (Big Five, DISC, Jung, Enneagram), career guidance tools (Career Test, Work Values Test, Team Roles Test), and competency evaluations. The platform follows a freemium model with free basic tests and paid premium reports (one-time purchases ranging $8.99–$17.99) plus 90-day subscription Assessment Training Prep Packages ($19.99 each or $47.99 for the full bundle of 131 tests).

Product overview

123test is a psychological testing platform offering a comprehensive portfolio of free and premium psychometric assessments for career development and personal insight. The platform provides free IQ tests (including Free IQ Test, Classical Intelligence Test, and Culture Fair Intelligence Test), personality assessments (Big Five, DISC, Jung, and Enneagram tests), career guidance tools (Career Test, Work Values Test, Team Roles Test), and competency evaluations (Competency Test benchmarking 16 competencies). The company operates on a freemium model with free basic tests and premium paid Prep Packages ($19.99 each or $47.99 for All Prep Packages bundle containing 131 tests across 10 categories with 3100+ questions) for assessment training preparation. Additional offerings include 123test Tickets for organizational bulk purchases, Virtual Interview Practice, Resume Review Services, and Personal SWOT Analysis. The platform supports 11 languages (English, Dutch, Spanish, French, German, Italian, Portuguese, Polish, Norwegian, Swedish, Danish) and serves over 30 million users annually across 140+ different tests. Tests are developed by experienced psychologists and are designed to be valid, reliable, and scientifically grounded.

Differentiator

Problem solved

Functional benefit

Products and services

• Free IQ Test
• Classical Intelligence Test
• Culture Fair Intelligence Test
• Big Five Personality Test
• DISC Personality Test
• Jung Personality Test
• Enneagram Test
• Career Test
• Competency Test
• Work Values Test
• Team Roles Test
• Emotional Intelligence Test
• Leadership Style Test
• Conflict Management Style Test
• Learning Style Test
• Job Satisfaction Test
• Personal Values Test
• Abstract Reasoning Test
• Inductive Reasoning Test
• Number Series Test
• Personal SWOT Analysis
• Virtual Interview Practice
• Resume Review Services
• 123test Tickets (B2B Bulk Ticket System)
• Assessment Training Prep Packages
• All Prep Packages Bundle

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SimilarMinds: Free personality and Jung typology assessment site with career matching, targeting individual users seeking self-understanding. Smaller-scale but highly comparable niche B2C competitor in the free psychometric assessment category.
• 16Personalities: Free, ad-supported personality assessment platform built on a Jung/Myers-Briggs-style typology. Most direct competitor to 123test's freemium B2C model, with comparable traffic scale and overlapping target audience of individuals seeking self-understanding.
• AssessmentDay: Specialist in practice tests for employer assessment centers, offering deductive, inductive, numerical and verbal reasoning practice materials. Closely overlaps with 123test's 10-category Assessment Training bundle in product and audience.
• Truity: Online psychometric assessment provider offering free and paid personality, career, and aptitude tests (Enneagram, DISC, Big Five, Holland Code). Closely comparable to 123test in product breadth, freemium model, and individual-psychologist/coach target segments.
• PsychTests: Long-running online psychological testing platform offering a large library of psychometric assessments for individuals, businesses, and clinicians. Overlaps with 123test's product portfolio and B2B clinical/professional user base.
• JobTestPrep: Provider of practice materials and prep packages for pre-employment psychometric assessments (numerical, verbal, logical, situational judgment). Directly comparable to 123test's Assessment Training prep packages targeting job seekers preparing for employer tests.
• Criterion Partnership (DISC validation): Provider of validated DISC assessments and reports used by HR professionals and coaches worldwide. Directly comparable to 123test's DISC offering and shares the same career-coach/professional intermediary customer segment.

Broad incumbents

• Mettl (Mercer Mettl): Enterprise talent assessment platform acquired by Mercer, offering psychometric, skill, and coding assessments. Represents the large incumbent end of the same market 123test addresses via its B2B ticket system.
• SHL: Global leader in psychometric and talent assessment, providing enterprise-grade cognitive and personality tests for hiring. Represents the dominant incumbent whose employer-side products drive demand for 123test's job-seeker prep packages.

Emerging players

• TestGorilla: Pre-employment assessment platform offering a broad test library for employers to screen candidates. Comparable to the B2B ticket/enterprise side of 123test but positioned employer-side rather than consumer-side, representing both a competitor and a potential channel partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/123test

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 123test