What Management Drives does

Management Drives (legal entity: Management Drives Europe B.V.) is a Netherlands-based private software and consultancy company founded in 1984 and headquartered in Zeist. The company specializes in organizational development and team effectiveness through a proprietary methodology built around six colour-coded motivational "drives" (Yellow, Green, Orange, Blue, Red, Purple), visualized through its proprietary MD Matrix framework. Management Drives serves large enterprises, Agile/Scrum teams, educational institutions, individual professionals, and athletes, addressing use cases including leadership development, team building, organizational change, project start-up, mergers and cultural integration, and teacher-student interaction. Named customers include Aegon, Ahold, DSM, Just Eat Takeaway, Bol.com, Cloetta, Ceva Logistik, and PGGM.

The core product portfolio consists of MD Pro Software (the partner-facing platform for survey administration, team creation, and results visualization) and MD App (the respondent-facing mobile/web application). These deliver MD Individual Profiles, Team Profiles, Team Scan, and Feedback Profile assessments, plus specialized variants for the education sector (MD Young Adult Survey for ages 13-18 and MD Education Survey). Revenue is generated through a hybrid model combining €400/year software subscriptions, per-survey fees sold in bundles of 10-100+, multi-day partner certification training courses, and direct consultancy engagements (Start Sessions, Personal Leadership Development, Mission/Vision/Strategies, Effective Behaviour, Organisational Transformation).

Distribution is channel-partner-led through a network of 3,500+ certified partners across 44+ countries, organized under regional Master Partners in Germany, Belgium, France, Italy, UK, Africa, Americas, and APAC. Management Drives maintains additional offices in Düsseldorf and a wholly-owned subsidiary (Grupo Gestionet, acquired July 2023) serving Spanish-speaking markets. The company holds ISO 9001:2015 certification and has assessed over 450,000 individuals cumulatively with its methodology.

Name

Management Drives

Legal name

Management Drives Europe B.V.

Website

https://managementdrives.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Management Drives (founded 1984, Netherlands) sells proprietary six-drive motivational methodology and supporting software (MD Pro, MD App) to enterprises, Agile teams, educational institutions, and professionals through a global network of 3,500+ certified partners across 44+ countries.

Ownership category

akta.pro rank

Product category

Organizational Development Software

NAICS

Management Consulting Services (54161), Professional, Scientific, and Technical Services (541)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

Corporate & Leadership Development (BPACANAA)

Keywords

• Organizational development software
• Team assessment platform
• Leadership development tools
• Behavioural diagnostics
• Partner certification program

Headquarters

HQ city

Zeist

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription: Annual subscription fee for MD Software access. Partners and users pay recurring subscription to access the platform.
2. Survey Fees: Per-survey fees charged when assessments are conducted. Surveys sold in bundles of 10, 20, 50, 100 or more.
3. Training Certification: Revenue from 5-day training courses that certify partners. Price varies by region. Training covers Individual and Group Profiles, Feedback Profiles, and Young Adult profiles.
4. Agile/Scrum Training: 2-day instructor-led workshop for Scrum Masters and Agile Coaches at £1000.00 + VAT.
5. Consultancy Services: Direct consultancy engagements including Start Sessions, Personal Leadership Development, Mission/Vision/Strategies, Effective Behaviour, and Organisational Transformation.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Management Drives develops and licenses a proprietary behavioural assessment methodology built on six colour-coded motivational drives (Yellow, Green, Orange, Blue, Red, Purple) visualised through the MD Matrix. The company sells the MD Pro software platform and MD App to a global network of certified partners, who in turn deliver individual profiles, team profiles, feedback profiles, team scans, and specialised surveys to organisations for leadership development, team building, and organisational change initiatives.

Product overview

Management Drives offers a unified methodology centered on six colour-coded motivational 'drives' (Yellow, Green, Orange, Blue, Red, Purple) visualized through the proprietary MD Matrix. The core product portfolio consists of MD Pro Software (the partner-facing platform) and MD App (the respondent-facing mobile application), which together deliver MD Individual Profiles, MD Team Profiles, MD Team Scan, and MD Feedback Profile assessments. Specialized variants include the MD Young Adult Survey and MD Education Survey for the education sector. The company operates a partner certification model: certified partners gain access to MD Pro software and deliver training programs including Individual and Group Profiles (5 days), Individual and Feedback Profiles (3 days over 3 months), Individual and Young Adult Profiles (5 days), Motivating Scrum/Agile Teams with Drives (2 days), MD Summer Course for Partners (2 hours), Expert Sessions (1 hour), and MD Masterclass. Consultancy services complement the portfolio with Personal Leadership Development, Start Session, Mission/Vision/Strategies, Effective Behaviour, and Organisational Transformation engagements. The MD Experience provides an interactive entry-point session for prospects.

Differentiator

Problem solved

Functional benefit

Products and services

• MD Pro Software
• MD App
• MD Individual Profile
• MD Team Profile
• MD Team Scan
• MD Feedback Profile
• MD Young Adult Survey
• MD Education Survey
• MD Experience
• Individual and Group Profiles Training
• Individual and Feedback Profiles Training
• Individual and Young Adult Profiles Training
• Motivating Scrum/Agile Teams with Drives
• Personal Leadership Development
• Start Session
• Mission, Vision and Strategies
• Effective Behaviour
• Organisational Transformation

Quantifiable outcome

• 450,000+ individuals assessed using the methodology
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• TalentEmpowermentcoreStrategic or Co-development Partner · 1 December 2018Management Drives supports top athletes through partnership with TalentEmpowerment (TE). TE guides young talent in various sports on their Road to Excellence with the ultimate goal of qualifying for the Olympic Games. MD provides personal leadership and teamwork coaching for all TE athletes, using MD App and software to monitor drives and behaviour. Athletes supported include Josine Koning (hockey), David van Nunen (fencing), and Famke Richardson (hockey).

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• TTI Success Insights: TTI Success Insights sells multiple assessments (DISC, DNA, TriMetrix) through a global certified consultant network, mirroring MD's partner/certification go-to-market.
• Predictive Index (PI): Predictive Index offers behavioural and cognitive assessments for talent optimization and team effectiveness, with a software-led, partner-supported GTM similar to MD's.
• Hogan Assessments: Hogan provides personality assessments widely used in leadership development and executive coaching — a direct competitor to MD's leadership and team applications, particularly at the enterprise and executive level.
• Insights Discovery: Insights Discovery sells a colour-based psychometric system (also using four colours) for personal development, team effectiveness, and leadership — the closest direct comparable to Management Drives' six-colour methodology and partner-driven delivery model.
• Lumina Learning: Lumina Learning offers personality and leadership assessments with a partner network and a visual/spiral framework, directly competing with MD in the same corporate development and channel-led distribution model.
• Belbin Team Roles: Belbin Team Roles is a long-established team-role framework with accredited partner delivery, directly competing in MD's team-profile and team-development use cases.
• Wiley Workplace (Everything DiSC): Wiley's Everything DiSC provides DiSC-based behavioural assessments for workplace teams and leadership, serving the same buyer (HR/L&D) with a comparable subscription-based partner network.

Broad incumbents

• Gallup (CliftonStrengths): Gallup's CliftonStrengths is a dominant strengths-based development platform with deep enterprise penetration; competes with MD for the same L&D budget and is often the alternative shortlisted in MD-style deals.
• Korn Ferry: Korn Ferry is a global organizational consulting firm with assessments and leadership development practices that compete with MD for enterprise-level organizational transformation budgets.
• FranklinCovey: FranklinCovey offers The 7 Habits and leadership/team development content with enterprise and partner channels; overlaps with MD's leadership and organizational transformation offerings at a much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Management Drives