Scheelen

What Scheelen does

SCHEELEN AG is a privately held German HR diagnostics and consulting firm founded in 1993 by Frank M. Scheelen and headquartered in Waldshut-Tiengen, with wholly-owned or partner-led operations across Germany, Austria, Switzerland, Italy, Slovenia and the USA. The firm employs approximately 50 staff and operates through a large certified-partner channel of more than 1,500 trainers, consultants, coaches, HR professionals, staffing services and headhunters in the DACH region. Its core competency is the design, licensing and application of scientifically validated psychometric and competency assessment tools.

Name

Scheelen

Legal name

SCHEELEN® AG

Website

https://scheelen-institut.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

SCHEELEN AG is a German HR diagnostics and consulting firm that licenses proprietary psychometric and competency assessment tools (INSIGHTS MDI, OutMatch ASSESS, RELIEF, Zenger|Folkman 360) through 1,500+ certified partners to large corporates and SMEs across the DACH region and select European markets.

Ownership category

akta.pro rank

Product category

Human Resources Consulting and Talent Management

NAICS

Human Resources Consulting Services (541612), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

People Analytics, Assessment & Psychometrics Consulting (BPAHAGAH)

akta.pro secondary industry

Leadership Development & Executive Coaching (BPAHAGAD)

Keywords

• Talent management consulting
• HR diagnostic tools
• Leadership development programs
• Competency assessment
• Stress prevention services

Headquarters

HQ city

Waldshut-tiengen

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Diagnostic Tool Licensing and Subscriptions: The company generates revenue through licensing of proprietary diagnostic tools (INSIGHTS MDI®, OutMatch ASSESS, RELIEF) to certified partners and end customers. Partners purchase tools at tiered pricing (Certified, Premium, Premium Plus tiers) with varying discount structures and minimum order requirements.
2. Accreditation and Training Programs: Revenue from partner accreditation programs including base accreditation (3 days), Master accreditation (1 day), and additional specializations. Partners pay for training and certification to become licensed users of SCHEELEN tools.
3. Consulting and Training Services: Direct consulting, training, and coaching services delivered to enterprise clients including strategic consulting, HR consulting, change management, leadership training, and executive coaching programs.
4. Partner Network Revenue Share: Partners generate their own revenue by offering consulting, training, and coaching services using SCHEELEN tools, with the company benefiting through tool sales and partner fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

SCHEELEN AG develops and licenses proprietary psychometric diagnostic instruments—INSIGHTS MDI® for talent profiling, OutMatch ASSESS for competency analysis, and RELIEF for workplace stress prevention—delivered via certified partner networks, online self-service assessment platforms, and direct enterprise consulting. The firm also provides HR consulting, leadership development training, executive coaching, and change management services for large corporations and small-to-medium enterprises across the DACH region and select international markets.

Differentiator

Problem solved

Functional benefit

Brands

• INSIGHTS MDI®: Comprehensive diagnostic instrument for talent recognition and potential development, measuring behavior, motives, and emotional intelligence.
• OutMatch ASSESS by SCHEELEN®
• RELIEF Stressprävention by SCHEELEN®

Products and services

• INSIGHTS MDI®

Quantifiable outcome

• Extraordinary leaders generate more than double the average company profit according to Zenger|Folkman research on 50,000+ leader evaluations
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core, supporting and regional.

• Sanvartis GmbHcoreStrategic or Co-development Partner · 18 September 2018Strategic partnership with Sanvartis GmbH, German specialist for medical multichannel communication, to develop a comprehensive 'Rundum-Sorglos-Paket' (all-inclusive package) for Betriebliches Gesundheitsmanagement (BGM/occupational health management). Combined SCHEELEN's RELIEF stress analysis tools with Sanvartis's healthcare expertise to offer modular prevention programs from organizational hazard assessment to individual coaching.
• EuPD Research Sustainable Management GmbHsupportingStrategic or Co-development Partner · 28 August 2018Partnership for offering the Quick-Check online short test for Betriebliches Gesundheitsmanagement (BGM) as part of RELIEF GmbH's holistic service offering.
• Zenger | FolkmancoreOEM/ Whitelabel/ Licensing PartnerExclusive partnership granting SCHEELEN AG rights to offer Zenger|Folkman's scientifically validated 360-degree leadership feedback methodology in German-speaking regions. The partnership provides access to research-based leadership development frameworks and the Extraordinary Leadership program.
• GNV GROUP SRLregionalChannel Partner/ Reseller/ DistributorRegional partner office in Milan, Italy operated by Gaetano-Nino Vitolla representing SCHEELEN products and services in the Italian market.
• VERNER Consulting d.o.o.regionalChannel Partner/ Reseller/ DistributorRegional partner office in Ljubljana, Slovenia extending SCHEELEN's presence in the Slovenian market.
• Motorsport & EventssupportingGTM or Marketing PartnerPartnership with company offering Ferrari Racing Events for managers, providing high-emotional management performance events where SCHEELEN demonstrates competency concepts using telemetry data from racing experiences.
• Deutsche Gesellschaft für Stressprävention e.V.coreStrategic or Co-development PartnerCo-development partner for RELIEF stress management tool. The society unites scientists from medicine, biology, psychology, and sociology along with occupational physicians, therapists, and consultants who helped develop the RELIEF methodology.
• BDU, BDVT, dvct, TrainerversorgungsupportingGTM or Marketing PartnerSCHEELEN AG offers partners exclusive benefits and special rates with associations and organizations including BDU (Bundesverband Deutscher Unternehmensberater), BDVT (Berufsverband für Training, Beratung und Coaching), dvct (Deutscher Verband für Coaching und Training), and Trainerversorgung.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SHL: SHL is a global leader in psychometric assessment and talent measurement, offering comparable assessment solutions for recruitment, leadership, and development. It directly competes with SCHEELEN's INSIGHTS MDI and OutMatch ASSESS in the European enterprise market.
• Hogan Assessments: Hogan provides personality-based psychometric assessments used for leadership selection, development, and coaching. Its product portfolio (HPI, HDS, MVPI) competes directly with SCHEELEN's behavioral and motivational diagnostics in the same enterprise HR buyer segment.
• DDI (Development Dimensions International): DDI is a leading global provider of leadership development and behavioral assessment solutions. Its flagship leadership assessment and training programs compete directly with SCHEELEN's Zenger|Folkman-based leadership development offerings in the enterprise segment.
• Insights Group (Insights Discovery): Insights Discovery provides a color-based psychometric tool widely used in the DACH market for team development and leadership training. It is a particularly close competitor in the German-speaking region with comparable partner-led distribution.
• Thomas International: Thomas International provides psychometric assessments (e.g., PPA, GIA) for recruitment, development, and team effectiveness. It competes directly with SCHEELEN in the European SMEs and Konzerne segments for behavioral and competency assessment.

Broad incumbents

• Korn Ferry: Korn Ferry is a global organizational consulting firm offering assessment, leadership development, and executive search. Its Hay Group acquisition significantly expanded its psychometric capabilities, making it a broad incumbent competing with SCHEELEN across most of its service lines.
• Gallup: Gallup's CliftonStrengths and employee engagement solutions serve overlapping enterprise buyers to SCHEELEN, focusing on individual strengths identification and leadership coaching. It is a broader incumbent with significant scale advantages.
• cut-e (Aon Assessment Solutions): cut-e (now part of Aon) provides online psychometric assessments and talent analytics tools. Its integration into Aon's broader HR consulting suite makes it a broad incumbent with deep global reach competing for the same enterprise RFPs as SCHEELEN.
• Egon Zehnder: Egon Zehnder is a global executive search and leadership advisory firm. While its core is search, its leadership advisory and assessment services overlap with SCHEELEN's executive coaching and leadership development offerings for senior-level engagements.

Emerging players

• Cubiks (now part of PDRI, a CEB/Gartner company): Cubiks (now part of SHL/PDRI) provides psychometric assessments and development solutions focused on leadership and team effectiveness. It competes with SCHEELEN in the EMEA enterprise segment for competency-based assessment and 360-degree feedback offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SCHEELENAG
• Xx.com/megatrendmensch
• Facebookfacebook.com/scheelenag
• LinkedInlinkedin.com/company/scheelen-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries5 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 Scheelen