What CultureID does

CultureID is a Washington, US-based SaaS company, founded in 2012 by Don Rheem, that sells a neuroscience-based employee engagement and leadership development platform to mid-market and enterprise customers. Its core product, CultureID Insights, is a science-based survey platform that measures the behavioral drivers of employee engagement rather than surface-level satisfaction, using frameworks grounded in Adult Attachment Theory and Social Baseline Theory. The platform is augmented by CultureAI (launched January 2025), a neuroscience-trained on-demand leadership coach that delivers real-time guidance; the Manager Resource Center, a self-service leadership development library; the Company DNA Report, an annual executive organizational diagnostic; and Frontline Success, a purpose-built module for deskless and shift-based teams. Supporting offerings include live and on-demand training (CultureID Institute), the Science of Engagement certification course, and a Culture Awards recognition program.

The company monetizes primarily through annual SaaS subscriptions priced per employee on a quote basis, with a 60-day self-serve trial entry point at $600 for up to 20 employees ($75 per additional employee) processed through Stripe. Go-to-market combines direct sales with demo scheduling and personalized tours, live/virtual training engagements sold as add-ons, and a customer referral program that pays 20% of contract value back to referrers. Named customers span manufacturing, construction, financial services, professional services, distribution, beverage, and banking, with the company claiming 1,000+ organizations served and benchmark data spanning 9,701 manager records over 14 years. Kelly Burns serves as CEO, with Don Rheem as Founder & Chairman; the organization runs lean at 1–10 employees, with no disclosed institutional funding, M&A activity, or revenue figures.

Name

CultureID

Legal name

CultureID

Website

https://cultureid.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

CultureID sells a neuroscience-based employee engagement survey platform (CultureID Insights) and an AI leadership coach (CultureAI) to mid-market and enterprise organizations, with specialized tools for deskless frontline teams and supporting leadership development, training, and certification offerings.

Ownership category

akta.pro rank

Product category

Employee Engagement & Culture Analytics Software

NAICS

Professional and Management Development Training (61143)

SIC

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

akta.pro primary industry

Organizational Culture & Values-Based Leadership (EDABAAAE)

akta.pro secondary industries

DEI, Inclusive Leadership & Cultural Intelligence Coaching (EDABANAJ), Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH), Remote/Hybrid Leadership & Distributed Team Management (EDABAAAN)

Keywords

• Employee engagement software
• Neuroscience leadership platform
• Culture measurement surveys
• Workplace analytics SaaS
• Manager development training

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription-Based SaaS: CultureID operates on a subscription model with per-employee pricing. The 60-day trial access costs $600 for up to 20 employees with additional employees at $75 each. Full annual subscription pricing is quote-based and not publicly disclosed. All supervisors in a subscribing organization receive free Manager Resource Center access.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

CultureID is a neuroscience-based employee engagement measurement and leadership development SaaS platform. Its core offering is a science-based survey platform (CultureID Insights) that identifies the true drivers of employee behavior, augmented by CultureAI (an on-demand AI leadership coach), a Manager Resource Center, the Company DNA Report, leadership training programs, and a Frontline Success module purpose-built for deskless and shift-based teams. Customers subscribe annually or begin with a 60-day trial.

Product overview

CultureID is an integrated system that combines a survey platform with AI-powered coaching and leadership development resources. The core offering is CultureID Insights, a science-based survey platform for measuring employee engagement. This is augmented by CultureAI, a neuroscience-trained on-demand leadership coach that provides real-time guidance. Supporting modules include the Manager Resource Center (MRC) for ongoing leadership development, the Company DNA Report for annual organizational analysis, and the CultureID Institute which encompasses Live Training, On-Demand Training, and the Science of Engagement Course. The platform also offers specialized solutions for frontline workers through Frontline Success, culture recognition through Culture Awards, a 60-Day Access trial program, and a Referral Program for customer acquisition. All components share a common foundation in neuroscience-based behavioral science to drive measurable improvements in employee engagement and organizational performance.

Differentiator

Problem solved

Functional benefit

Products and services

• CultureID Insights (Surveys) The core science-based employee engagement survey platform that enables organizations to collect employee feedback through customizable surveys, pulse checks, and pre-set templates. Provides immediate insights with detailed breakdowns by department, team, manager, location, and job title. Surveys take 5-7 minutes, support multiple languages, kiosk mode for deskless workers, and anonymous/confidential responses.
• CultureAI A neuroscience-trained on-demand AI leadership coach integrated within the CultureID platform that provides real-time, research-based guidance to help managers navigate workplace challenges, performance conversations, and leadership decisions. Built exclusively on CultureID's neuroscience-driven framework rather than scraped from the open internet.
• Manager Resource Center (MRC) A science-based leadership development platform that provides managers with articles, videos, worksheets, templates, self-assessments, and weekly prompts to improve leadership practices and translate survey feedback into actionable improvement.
• Company DNA Report An annual executive-level analysis of organizational culture that examines Accountability, Alignment, Capability, Communication, and Relationships, providing strategic interventions to boost productivity, engagement, and business growth. Combined with Live Expert DNA Briefing to translate raw data into actionable insights.
• CultureID Institute A leadership training and development program that combines the CultureID survey platform with educational resources, including Live Expert DNA Briefings, Live Training sessions, and the Science of Engagement online course to build leadership capability across managers and teams.
• Live Training Science-based in-person or virtual training sessions including keynotes, workshops, and webinars on topics such as The Neuroscience of Employee Engagement, Psychological Safety, Employee Engagement Master Class, Accountability, Effective Communication, Emotional Intelligence, and Recognition & Feedback.
• Science of Engagement Course A self-paced immersive series taught by Don Rheem that teaches the root of human behavior from a neurological perspective and demonstrates how these insights apply to the workplace, including video lessons, resources, progress quizzes, and certification.
• Frontline Success A solution designed for deskless and shift-based teams that provides mobile access, kiosk mode, and tools specifically built for frontline leaders to reduce turnover, boost performance, and strengthen trust on the front lines.
• Culture Awards Recognition program that awards organizations and individual managers for measurable success in fostering positive workplace culture, including Elite Company Culture, Great Company Culture, Elite Leadership, and Great Leadership awards based on engagement scores.
• 60-Day Access (Trial) A time-limited trial program that provides access to CultureID Insights with unlimited surveys, immediate insights, select Manager Resource Center access, and a dedicated relationship manager for evaluation purposes. Priced at $600 for up to 20 employees with $75 per additional employee, with cost credited toward an annual subscription upgrade.

Quantifiable outcome

• 89% of clients improve engagement scores in their second year of measurement
• +9 more outcomes

Named customers13 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

AI capability4 records

Feature6 records

Scale indicators13 records

Direct peers

• Culture Amp: Culture Amp is a direct competitor offering an employee engagement survey platform with benchmarks, performance management, and development tools for mid-market and enterprise. Highly comparable to CultureID's core CultureID Insights offering, with similar buyer (CHRO/People teams) and use cases around measuring engagement.
• TinyPulse: TinyPulse (now part of Limeade) provides lightweight employee engagement pulse surveys and feedback tools for SMB and mid-market organizations. Comparable to CultureID as a survey-first engagement measurement platform targeting similar mid-market buyers.
• 15Five: 15Five offers employee engagement surveys, pulse surveys, performance reviews, and manager development tools targeting similar mid-market HR buyers. Directly comparable to CultureID on engagement measurement plus leadership development, with overlapping manager enablement functionality.
• Lattice: Lattice offers performance management, engagement surveys, and manager development tools for people teams. Directly comparable on the manager development and engagement-measurement dimensions, with overlapping buyer (HR/People leaders) and integration into HR workflows.
• Officevibe: Officevibe (a SurveyMonkey company) offers pulse surveys and engagement measurement aimed at managers and small-to-mid-sized teams. Comparable to CultureID's survey and feedback-measurement capabilities for similar buyer profiles seeking lightweight engagement tools.
• Quantum Workplace: Quantum Workplace provides employee engagement surveys, performance management, and leadership development tools, with a strong focus on manager effectiveness. Closely comparable to CultureID's integrated engagement-measurement-plus-leadership-development approach for mid-market customers.

Emerging players

• BetterUp: BetterUp provides AI-powered leadership coaching and manager development at enterprise scale, combining coaching with behavioral science. Comparable to CultureID's leadership development and CultureAI coaching offerings, though BetterUp emphasizes 1:1 human coaching while CultureID uses AI-driven coaching.
• Humu: Humu applies behavioral science and AI-powered nudges to drive employee engagement and manager action, founded by former Google SVP Laszlo Bock. Comparable to CultureID in applying behavioral science methodology to engagement rather than traditional satisfaction surveys, with a similar AI-coaching angle.

Broad incumbents

• Peakon (Workday): Peakon, acquired by Workday, provides enterprise employee engagement surveys with benchmarking and people analytics. Comparable to CultureID as a major engagement platform, though embedded within Workday's broader HCM suite rather than a specialized standalone platform.
• Gallup: Gallup is the established incumbent in employee engagement research, best known for the Q12 survey framework and decades of workplace data. Compares to CultureID as the broader, more traditional engagement science player that CultureID positions against with its neuroscience-based alternative methodology.

Market position

Strengths5 records

Weaknesses5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cultureid.insights
• LinkedInlinkedin.com/company/culture-id

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 CultureID