True Colors International

What True Colors International does

True Colors International is a privately held US-based training and consulting company founded around 1980 (headquartered in Santa Ana, California), specializing in personality assessment, communication, and organizational culture-building services. The company is built on a proprietary color-based temperament framework (Blue, Orange, Gold, Green) that categorizes individuals into four personality types and supplies a shared vocabulary for communication, team dynamics, hiring, and leadership. Its core product is the True Colors System, a four-stage methodology (Awareness, Alignment, Action, Reinforcement), supported by diagnostic tools such as the True Colors Temperament Assessment, the Culture Reality Check leadership diagnostic, the Culture Clarity Assessment, and Employee Experience Surveys.

The company distributes and monetizes this methodology through three channels: (1) direct enterprise sales of customized training, leadership development, talent acquisition, communication, conflict navigation, and emotional intelligence programs to large organizations; (2) the TIMA learning management platform, which delivers expert-led courses, on-demand video, facilitator certification, and a subscription-based Premier Access tier; and (3) a global network of certified Independent Business Operators (IBOs) and internal facilitators that deliver True Colors trainings regionally across corporate, government/nonprofit, education (K-12, higher education, athletics), healthcare, and military sectors. Revenue is generated from professional services (enterprise training and consulting), subscription recurring revenue (TIMA Premier Access and online assessments), and certification program fees. Named customers include Salesforce, Google, Marriott, MBK Homes, Amazon, Ford Motor Company, and Oracle, alongside non-profit clients such as Ocean Wise. The company has been organically grown for over 45 years with no disclosed funding rounds and operates with 51–100 employees under CEO Robert Cook; a related non-profit arm (True Colors Educational Foundation) exists but ownership relationships are not explicitly disclosed.

Name

True Colors International

Legal name

True Colors International

Website

https://truecolorsintl.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

True Colors International is a US-based training and consulting firm that sells a proprietary color-based personality assessment methodology and the TIMA learning platform to enterprises, educators, governments, healthcare organizations, and the military for culture-building, leadership development, and team communication.

Ownership category

akta.pro rank

Headquarters

HQ city

Santa Ana

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training and Certification Programs: Revenue from providing in-person and virtual training programs, including leadership development, communication skills, team building, and emotional intelligence training. Also includes fees for facilitator certification programs.
2. Online Assessments: Sales of personality assessments and culture evaluation tools delivered through the True Colors platform.
3. TIMA Platform Subscriptions: Premier Access subscription to the TIMA learning management system providing courses, resources, facilitation tools, and certifications for individuals and organizations.
4. Organizational Consulting: Customized consulting services for organizations seeking to embed True Colors methodology into their culture, hiring, and leadership practices.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

True Colors International provides a proprietary temperament/personality assessment methodology and culture-building framework that uses a color-based language (Blue, Orange, Gold, Green) to help organizations improve communication, leadership effectiveness, team performance, and talent acquisition. The company delivers this through training programs, consulting services, online assessments, and the TIMA learning management platform, serving corporate, government, education, healthcare, and military sectors globally.

Product overview

True Colors International offers a comprehensive suite of culture-building products and services centered around its proprietary temperament and personality assessment methodology. The core offering consists of the True Colors System—a practical four-stage framework (Awareness, Alignment, Action, Reinforcement) that unifies organizational culture through a shared color-based language. This is delivered through multiple channels: the TIMA learning management system (the official LMS platform), online assessments, live interactive shows, and facilitated training programs. The product portfolio includes core assessment tools (Personality Assessment, Culture Reality Check, Culture Clarity Assessment), training programs (Leadership, Talent Acquisition, Communication, Conflict Navigation, Consultative Selling, Customer Service, Emotional Intelligence, Team Building, Teaching & Learning Styles, Athletic Coaching, True Parenting), and digital credentials. Services span corporate, government/nonprofit, education (K-12, higher education, athletic coaching), healthcare, and military sectors.

Differentiator

Problem solved

Functional benefit

Brands

• TIMA (True Colors Interface for Mastery & Advancement): Official Learning Management System (LMS) of True Colors International, providing interactive training platforms, certification programs, facilitator resources, and online learning courses for individuals and organizations.

Products and services

• True Colors System A practical, four-stage culture-building framework (Awareness, Alignment, Action, Reinforcement) that unifies how people work, lead, and communicate across an organization through a shared color-based language.
• TIMA Learning Platform The official Learning Management System (LMS) of True Colors International offering expert-led courses, on-demand videos, facilitator certification, and business-building tools for individuals and organizations.
• Online Personality Assessment True Colors temperament and personality assessment that categorizes individuals into color types (Blue, Orange, Gold, Green) to help understand communication styles, work preferences, and interpersonal differences.
• Culture Reality Check A 10-minute leadership assessment designed for senior leaders (CEOs, CHROs, VPs of HR) that provides immediate scoring of culture signals, primary risk areas, and recommended next steps.
• Culture Clarity Assessment Assessment tool that uncovers where leadership is aligned, identifies blind spots, and provides visual mapping of organizational culture strengths and gaps.
• Leadership Training Training programs focused on developing effective leaders who can model culture, build trust, and lead with emotional intelligence.
• Talent Acquisition Program Programs that help organizations hire smarter by aligning interviewers on what really matters, matching people to roles that thrive, and onboarding new hires with tools that build trust from day one.
• Communication Training Training focused on creating a shared language for communication, expectations, and collaboration, helping teams communicate clearly even in moments of conflict.
• Conflict Navigation Training Training that equips teams with techniques to transform conflict into a catalyst for innovation and progress, teaching active listening and seeking common ground.
• Consultative Selling Training Training that helps sales teams dig deeper into customer experience through enhanced knowledge of personality types and consultative approaches.
• Customer Service Solutions Training programs designed to help customer service teams understand different customer personality types and communication preferences to deliver more effective service.
• Emotional Intelligence Training Programs focused on developing emotional intelligence for workplace and educational settings, helping participants understand their own emotions and those of others.
• Team Building Program Programs that help teams build a common language for valuing differences and creating unity, improving collaboration and communication.
• Personal Awareness and Success Training that uses temperament theory and True Colors methodology to help individuals gain self-awareness, identify core beliefs, and refine communication skills.
• Teaching and Learning Styles Training for educators that helps them understand how students prefer to learn and create environments where every learning style is addressed.
• True Athletic Coaching Coaching programs that apply True Colors methodology to athletic contexts, helping coaches understand athlete personalities and build cohesive, high-performing teams.
• True Parenting Programs that help parents understand different personality types in children and family members, improving communication and relationships through the True Colors framework.
• Certification Training Training programs that lead to Certified True Colors Facilitator status, providing individuals and organizations with tools, resources, and business-building support.
• Advanced Certification Trainings Advanced training programs for existing True Colors facilitators to expand their impact and deepen their expertise in delivering the methodology.
• Live Shows Interactive, edutainment-style training events that bring True Colors methodology to life through engaging live presentations designed to maximize participant engagement.

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• CredlycoreTechnology or Integration · 28 January 2020Strategic partnership with Credly, the digital credential leader, to offer True Colors facilitators secure, portable, and trusted digital credentials through Credly's Acclaim platform. Facilitators earn digital credentials representing human skills gained through completing True Colors trainings and advanced applications. This enables credential holders to differentiate themselves professionally and allows employers to identify holders with verified skills.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Pymetrics: An AI-driven assessment platform focused on talent acquisition and candidate matching using behavioral and cognitive data. Comparable as an emerging player serving enterprise HR buyers in talent assessment, but using a fundamentally different technology approach.
• Traitify: Provides visual, mobile-first personality assessments for HR and talent use cases. Comparable as an emerging player in personality assessment for HR buyers, with a modern UX orientation that contrasts with True Colors' legacy framework.
• Crystal Knows: A DISC-based personality insights platform integrated into sales, recruiting, and CRM workflows. Comparable as an emerging player in personality-driven workplace communication, with overlap on sales and consultative selling use cases.

Broad incumbents

• Korn Ferry: Global organizational consulting firm with proprietary talent assessments (KF4D, Voices) and leadership development offerings. Comparable as a broad incumbent in the same buyer segment (CHROs, talent acquisition, leadership development), though far larger in scale.
• Gallup (CliftonStrengths): Operator of the CliftonStrengths assessment and one of the most dominant workplace research firms globally. Comparable as a large incumbent offering personality-based assessments to enterprise HR, but with deeper research infrastructure, broader consulting, and stronger brand recognition.
• DDI (Development Dimensions International): Provides leadership development, assessment, and culture-building solutions for enterprise HR. Comparable as a broad incumbent operating in leadership training and culture assessments, competing for similar enterprise L&D budgets as True Colors.
• CPP (The Myers-Briggs Company legacy publisher): Originally published the MBTI assessment and now offers a broader portfolio of personality and 360-degree feedback tools. Comparable as a multi-assessment incumbent serving the same enterprise HR buyer and overlapping use cases in leadership and culture.

Direct peers

• The Myers-Briggs Company: The publisher and operator of the Myers-Briggs Type Indicator, the most widely used personality assessment in corporate training. Directly comparable to True Colors as a personality-typology framework sold to HR/L&D buyers for culture, leadership, and team development.
• Hogan Assessments: Provides personality assessments focused on leadership, derailment risk, and workplace performance. Directly competes with True Colors in leadership development and talent acquisition use cases, with a more research-validated reputation among I-O psychologists.
• Wiley (Everything DiSC): Publishes the Everything DiSC suite of workplace assessments covering communication, leadership, sales, and culture. Competes head-to-head with True Colors in enterprise L&D and talent acquisition contexts, with similar typology-based methodology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/truecolorsintl
• YouTubeyoutube.com/channel/UCmWnJp3N0DGH4G3-Cq5SAow
• Facebookfacebook.com/TrueColorsInternational
• LinkedInlinkedin.com/company/true-colors-international
• Instagraminstagram.com/truecolorsintl

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 True Colors International