Paradigm Personality Labs
Paradigm Personality Labs provides scientifically validated Five-Factor Model personality assessments — centered on the WorkPlace Big Five Profile® and the We platform — for enterprise HR, leadership development, coaches, and educators across 28 countries via a 5,000+ certified practitioner network.
- Company typePrivate
- Founded1986
- HeadquartersCharlotte, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Paradigm Personality Labs does
Paradigm Personality Labs (PPL), founded in 1986 and headquartered in Charlotte, North Carolina, is a privately held LLC that provides workplace and educational personality assessments built on the Five-Factor Model. Its flagship instrument, the WorkPlace Big Five Profile®, is a 15-minute, scientifically validated assessment measuring 5 supertraits and 23 subtraits, normed against 2,840 working adults and designed for employment-law-compliant workplace decisions. The assessment powers a family of report products — Trait, Competency, Leader, and Group Insights & Collaborative Insights Series Reports — and, as of 2025, the WorkPlace Big Five Profile® Experience platform ("We"), a self-directed digital environment that translates insights into day-to-day development guidance. The company also offers SchoolPlace Big Five Profile™, WorkPlace Values Profile, and WorkPlace Performance 360 to extend coverage into education, values alignment, and 360-degree feedback.
PPL monetizes through four primary revenue streams: credit-based assessment pricing (pay-as-you-go), certification programs (Cohort and Accelerated), enterprise licensing of the We platform, and a Distributor/Master Trainer network that resells credits. Distribution is hybrid: direct enterprise field sales for large organizations, a 5,000+ certified practitioner channel of coaches, consultants, and HR leaders, self-service through the We platform, and authorized distributors operating under separate agreements. The company serves enterprise customers across 13+ industries and 28 countries, with 13 languages supported, and reports 5,000+ client success stories; named customers include AdventHealth, City of Charlotte, CLA (CliftonLarsonAllen), Fastenal, LSE, Queens McColl School of Business, the Center for Creative Leadership, and a leading global financial institution. Leadership is research-led under CEO Lisa Dunbar (16 years with PPL) and Chief Research & Innovation Officer John Lipinski, PhD, with the firm committing 15% of profit back to R&D and operating a small organization (11–50 employees) that scales primarily through its practitioner and distributor channels rather than direct headcount.
Paradigm Personality Labs firmographics
Firmographics- Name
- Paradigm Personality Labs
- Legal name
- Paradigm Personality Labs, LLC
- Website
- https://paradigmpersonality.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Paradigm Personality Labs provides scientifically validated Five-Factor Model personality assessments — centered on the WorkPlace Big Five Profile® and the We platform — for enterprise HR, leadership development, coaches, and educators across 28 countries via a 5,000+ certified practitioner network.
- Ownership category
- akta.pro rank
Paradigm Personality Labs industry classification
Industry- Product category
- Workplace Personality Assessment Software
- NAICS
- Software Publishers (51321), Professional, Scientific, and Technical Services (541)
- SIC
- Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Personality & Behavioral Assessments (BPACAMAC)
- akta.pro secondary industries
- Leadership Potential, High-Potential & Succession Assessments (BPACAMAH), Psychometric Test Publishing & Norming / Validation Services (BPACAMAG), Skills Assessment & Talent/Employability Testing Platforms (EDAFADAM)
Keywords
Where Paradigm Personality Labs is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Paradigm Personality Labs business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Assessment Credits: Organizations purchase credits to access the WorkPlace Big Five Profile® assessments and reports. Certified Practitioners order assessments through the MyParadigm Dashboard using credit-based pricing.
- Certification Programs: Revenue from Cohort Certification (collaborative, facilitator-led) and Accelerated Certification (self-paced, on-demand) programs. Pricing varies by delivery format and content. Creates a network of certified practitioners who become distribution channels.
- Enterprise Licensing: Organizations license the We platform and WorkPlace Big Five Profile® for enterprise-wide deployment across managers and employees, including support for HR talent initiatives.
- Distributor/Certified Practitioner Network: Master Trainers and Distributors purchase credits for their customers and distribute among clients, creating a B2B2B revenue channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Credit-based assessment pricing |
| One time/ perpetual license | Multi-year contract | Cohort Certification Program |
| One time/ perpetual license | Multi-year contract | Accelerated Certification Program |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Paradigm Personality Labs product offering
Product offeringCore offering
Paradigm Personality Labs sells the WorkPlace Big Five Profile® — a 15-minute, scientifically validated personality assessment built on the Five-Factor Model that measures 5 supertraits and 23 subtraits — together with a family of report products (Trait, Competency, Leader, Group Insights) and the We interactive insights platform for self-directed development. The company also offers Cohort and Accelerated Certification programs for practitioners and ancillary assessments (SchoolPlace Big Five Profile™, WorkPlace Values Profile, WorkPlace Performance 360) distributed through direct enterprise sales, a 5,000+ certified practitioner network, and master trainer distributors across 28 countries.
Product overview
Paradigm Personality Labs offers a unified platform-plus-reports architecture centered on the WorkPlace Big Five Profile®, a scientifically validated 15-minute personality assessment built on the Five-Factor Model. The core assessment measures 5 supertraits and 23 subtraits and feeds a family of report products: the Trait Report (individual personality profile), Competency Report (energy and growth areas), Leader Report (leadership style development), and Group Insights Report & Collaborative Insights Series Reports (team cohesion). These reports are complemented by the WorkPlace Big Five Profile® Experience platform ('We'), a self-directed interactive development environment that extends assessment results into practical, day-to-day guidance for employees, managers, and leaders at every level. The company also offers certification programs (Cohort and Accelerated) for practitioners, and additional assessment products including SchoolPlace Big Five Profile™, WorkPlace Values Profile, and WorkPlace Performance 360.
Differentiator
Problem solved
Functional benefit
Brands
- We (WorkPlace Big Five Profile Experience): A self-directed, science-backed digital platform that transforms deep personality insights into practical, day-to-day guidance for workplace development. We empowers people to align who they are with how they work, boosting engagement, performance, and purpose.
Products and services
- WorkPlace Big Five Profile® Assessment A 15-minute workplace-specific personality assessment grounded in the Five-Factor Model, measuring 5 supertraits and 23 subtraits; scientifically validated and normed against 2,840 working adults for hiring, development, and team alignment decisions.
- We (WorkPlace Big Five Profile® Experience) Platform An interactive, self-directed development platform combining the WorkPlace Big Five Profile® assessment with an insights environment for reflection, learning, and real-world application across leaders, managers, and employees.
- WorkPlace Big Five Profile® Trait Report Customized report identifying each employee's five personality supertraits and 23 subtraits, leading to actionable insights across behaviors and strengths for hiring, development, and team dynamics.
- WorkPlace Big Five Profile® Competency Report Report showing how employees can leverage their personality and natural energy to thrive, evaluating competency and energy and guiding development in strengths and growth areas.
- WorkPlace Big Five Profile® Leader Report Leadership report supporting leaders in learning about themselves and developing approaches aligned with their individual leadership styles under the Big Five, covering delegation, decision-making, and managing conflict.
- WorkPlace Big Five Profile® Group Insights Report & Collaborative Insights Series Reports Reports mapping scores on the five WorkPlace supertraits and 23 subtraits, highlighting cultural factors such as collaboration, communication, and performance that build team cohesion, with frameworks for teams to keep talking, collaborating, and taking action.
- SchoolPlace Big Five Profile™ Personality assessment suite for educational settings, applying the Five-Factor Model to school and learning environments as part of the WorkPlace Big Five Profile™ suite.
- WorkPlace Values Profile Proprietary behavioral survey and assessment within the WorkPlace Big Five Profile™ suite, focusing on workplace values alignment.
- WorkPlace Performance 360 Proprietary behavioral survey and assessment within the WorkPlace Big Five Profile™ suite, providing 360-degree performance feedback.
- WorkPlace Big Five Profile® Certification Programs (Cohort and Accelerated) Certification program training HR leaders, executives, coaches, and consultants on the behavioral science behind PPL's assessment and reports; offered in Cohort (collaborative, facilitator-led) and Accelerated (self-paced, on-demand) formats.
Quantifiable outcome
- 8 out of 10 employees are disengaged; managers influence 70% of team engagement (Gallup, 2025)
- +5 more outcomes
Companies that use Paradigm Personality Labs
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles3 records
Paradigm Personality Labs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Paradigm Personality Labs partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights6 records
Paradigm Personality Labs competitors and assessment
Company assessmentDirect peers
- SHL: SHL provides a broad psychometric assessment platform covering personality, cognitive ability, and situational judgement for talent selection and development. It competes for enterprise assessment RFPs alongside PPL, particularly with global employers needing multilingual, multi-jurisdiction assessment deployment.
- Hogan Assessments: Hogan Assessments is the most direct competitor, offering Big Five-based personality inventories (Hogan Personality Inventory, HDS, MVPI) for leadership development and selection. It operates the same Five-Factor Model framework, targets enterprise L&D and talent leaders, and offers a comparable credit-based practitioner distribution model.
- The Myers-Briggs Company: The Myers-Briggs Company markets the MBTI and other personality instruments for workplace development, coaching, and team effectiveness. It serves the same enterprise HR and practitioner customer base and competes for the same personality-assessment budget that funds WorkPlace Big Five Profile® deployments.
- The Predictive Index: The Predictive Index provides behavioral assessment and talent optimization software (PI Behavioral Assessment, PI Job Assessment, PI Learn) targeting enterprise HR leaders and consultants. Its SaaS-first delivery model and consultant certification network directly mirrors PPL's assessment-plus-practitioner go-to-market.
- Pearson TalentLens: Pearson's TalentLens division publishes psychometric tools including the Watson-Glaser Critical Thinking and PPI (workplace personality) assessments. It competes with PPL for the same HR and talent assessment budgets, particularly in financial services and professional services accounts with global footprints.
- Wiley (Everything DiSC): Wiley's Everything DiSC suite offers personality-style assessments for workplace communication, leadership, and team effectiveness, with a global Authorized Partner network. It competes head-to-head for the same enterprise team-development and manager-coaching budgets and uses a comparable partner-led distribution model.
Emerging players
- Traitify: Traitify delivers visual, mobile-first personality assessments and Big Five-based APIs integrated into hiring platforms. It targets HR-tech buyers prioritizing speed, UX, and embedding personality assessment inside ATS workflows, intersecting with PPL's practitioner-driven enterprise motion at the technology layer.
- Pymetrics: Pymetrics offers neuroscience-based cognitive and behavioral assessments plus an audited AI hiring framework. It serves large enterprise talent acquisition teams and represents the AI-native, audit-ready challenger paradigm that PPL's compliance-led positioning must continue to differentiate against.
Broad incumbents
- Gallup: Gallup sells CliftonStrengths, a 34-theme talent assessment built on a trait-based taxonomy, plus the Q12 engagement platform used by large enterprises. It competes for manager-effectiveness and engagement budgets through a methodology-driven narrative closely analogous to PPL's personality science positioning.
- Korn Ferry: Korn Ferry's Talent Management portfolio includes the Korn Ferry Assessment of Leadership Style and Voices 360 leadership assessments sold alongside executive search and consulting. It addresses the same enterprise leadership-development buyer as PPL's Leader Report and succession use cases, but as part of a much larger consulting portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Paradigm Personality Labs social profiles
Digital presenceParadigm Personality Labs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Paradigm Personality Labs leadership team
Management profileNumber of profiles
Profiles7 records
Paradigm Personality Labs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Paradigm Personality Labs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Paradigm Personality Labs
What does Paradigm Personality Labs do?
Paradigm Personality Labs sells the WorkPlace Big Five Profile® — a 15-minute, scientifically validated personality assessment built on the Five-Factor Model that measures 5 supertraits and 23 subtraits — together with a family of report products (Trait, Competency, Leader, Group Insights) and the We interactive insights platform for self-directed development. The company also offers Cohort and Accelerated Certification programs for practitioners and ancillary assessments (SchoolPlace Big Five Profile™, WorkPlace Values Profile, WorkPlace Performance 360) distributed through direct enterprise sales, a 5,000+ certified practitioner network, and master trainer distributors across 28 countries.
Is Paradigm Personality Labs a public or private company?
Paradigm Personality Labs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Paradigm Personality Labs founded?
Paradigm Personality Labs was founded in 1986. It employs 11 to 50 people.
Where is Paradigm Personality Labs based?
Paradigm Personality Labs is headquartered in Charlotte, United States, in the North America region.
How does Paradigm Personality Labs make money?
Four revenue lines are on record. Assessment Credits are the primary driver. The others are certification Programs, enterprise Licensing and distributor/Certified Practitioner Network.
Who are Paradigm Personality Labs's main competitors?
Direct peers on record are SHL, Hogan Assessments, The Myers-Briggs Company, The Predictive Index, Pearson TalentLens and Wiley (Everything DiSC). Emerging players are Traitify and Pymetrics. Broad incumbents are Gallup and Korn Ferry.
Does Paradigm Personality Labs have an API?
No public API is recorded for Paradigm Personality Labs.
What industry is Paradigm Personality Labs in?
Paradigm Personality Labs's product category is Workplace Personality Assessment Software. Its primary akta.pro industry code is BPACAMAC, Personality & Behavioral Assessments, with a secondary code of BPACAMAH, Leadership Potential, High-Potential & Succession Assessments. Its NAICS code is 51321 and its SIC code is 7372.