Think2Perform
Think2Perform is a Minneapolis-based leadership development and behavioral coaching firm that helps financial advisors and organizations improve decision-making through its proprietary neuroscience and emotional intelligence methodology, anchored by the BFA certification and Values Cards Exercise.
- Company typePrivate
- Founded2002
- HeadquartersMinneapolis, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Think2Perform does
Think2Perform (t2p) is a Minneapolis-based private company founded in 2002 (conceived in 2000) that delivers leadership development, executive coaching, and behavioral coaching services to financial advisors, wealth management firms, and broader organizations. Its core methodology is grounded in neuroscience, emotional intelligence, and values-based decision making, anchored by proprietary intellectual property including the Values Cards Exercise and the Behavioral Financial Advice (BFA) certification program, which awards 20.5 CFP CE credits and requires biennial renewal. The product portfolio spans leadership development (Breakthrough Leadership Program, Professional Coaching, Business Consulting), growth acceleration (BFA program with three tiers priced $1,200-$2,000, Transformational Growth Series), cultural transformation (Team-Based Development, assessments such as EQ-i 2.0), and Fractional Leadership services for growing firms and startups. Supporting distribution includes an e-commerce shop selling books, tools, and card decks, plus a KnowledgeLink-hosted online learning platform and a Salesforce-backed BFA community.
The company operates a hybrid go-to-market combining direct consultant-led enterprise sales, product-led self-serve enrollment into the BFA program, and direct-to-consumer e-commerce. Revenue streams include professional services fees, multi-tier BFA course packages, recurring BFA continuing education renewals ($99 every two years), one-time product sales, and fractional executive engagements. Named customers span enterprise financial services firms (Ameriprise Financial, Wealth Enhancement Group, ActiFi), mid-market advisory practices (Harvest Wealth, Piton Wealth, Money Script Wealth), and selected healthcare and nonprofit organizations (Checkmate.Health, Walker West Music Academy). Reported outcome metrics include 97% of BFA participants reporting increased production with reported gains up to 30%, and the firm's State of Values 2025 Report draws on 47,589 values-exercise respondents. Leadership is founder-anchored (CEO & Co-Founder Doug Lennick, co-founder Jim Choat, Founding Partner Kay May, COO/President of Marketing & Products Ryan Goulart) with no disclosed institutional funding.
Think2Perform firmographics
Firmographics- Name
- Think2Perform
- Legal name
- Think2Perform, Inc.
- Website
- https://think2perform.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Think2Perform is a Minneapolis-based leadership development and behavioral coaching firm that helps financial advisors and organizations improve decision-making through its proprietary neuroscience and emotional intelligence methodology, anchored by the BFA certification and Values Cards Exercise.
- Ownership category
- akta.pro rank
Think2Perform industry classification
Industry- NAICS
- Professional and Management Development Training (611430), Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK)
- akta.pro secondary industries
- Sales Leadership & Revenue Executive Coaching (EDABANAL), Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN)
Keywords
Where Think2Perform is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Think2Perform business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Professional Coaching and Consulting Services: One-on-one and team-based coaching, leadership consulting, and business development services delivered by former senior executives with minimum 12 years of experience.
- BFA Certification Program: Self-directed, supported, and structured online course packages for the Behavioral Financial Advice designation. Includes course access, coaching calls, and exam preparation. Requires $99 renewal fee every two years.
- Products and Tools: Sale of assessment tools (EQ-i 2.0, Moral Intelligence), books, card decks, webinar series, and workshops through the online shop.
- BFA Continuing Education: Ongoing CE credits required every two years for BFA designation holders, with a $99 renewal fee.
- Fractional Leadership Services: Temporary executive leadership services (COO, CEO, HR, Sales) provided to growing firms, startups, and established businesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Self-Directed BFA Package for independent learners |
| Subscription | Pay-as-you-go | Supported BFA Package with coaching and exam prep |
| Subscription | Pay-as-you-go | Structured BFA Package with live classroom sessions |
| One time/ perpetual license | Pay-as-you-go | Transformational Growth Series |
| One time/ perpetual license | Pay-as-you-go | TGS for Women Advisors |
| One time/ perpetual license | Pay-as-you-go | Breakthrough Leadership Webinar Series |
| Unit Pricing | Pay-as-you-go | Emotional Competence 2.0 Assessment (EQ-i) |
| Unit Pricing | Pay-as-you-go | Moral Intelligence 2.0 Book |
| Unit Pricing | Pay-as-you-go | The Original Values Card Deck |
| Subscription | Annual | BFA Pass Protection |
| Unit Pricing | Pay-as-you-go | Debrief Only - EQ-i 2.0 Results |
| Unit Pricing | Pay-as-you-go | 5 Levels of Leadership Assessment |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Think2Perform product offering
Product offeringCore offering
Think2Perform delivers executive coaching, leadership development, and behavioral financial advice programs grounded in neuroscience, emotional intelligence, and values-based decision-making. Its offerings include the Breakthrough Leadership Program, Professional Coaching, Business Consulting, Team-Based Development, the Behavioral Financial Advice (BFA) certification, the Transformational Growth Series, and Fractional Leadership services. Services are delivered by former senior executive consultants, through online courses, live workshops, and proprietary assessment tools such as the Values Cards Exercise and EQ-i 2.0.
Product overview
Think2Perform is a leadership development and performance enhancement company offering a suite of programs, products, and services designed to enhance decision-making skills and performance of individuals and organizations. The portfolio includes three main solution areas: Leadership Development (Breakthrough Leadership Program, Professional Coaching, Business Consulting), Growth Acceleration (Behavioral Financial Advice Program with Self-Directed, Supported, and Structured package tiers; Transformational Growth Series), and Cultural Transformation (Team-Based Development, Assessments). Supporting resources include the Values Cards Exercise, Making the Ideal Real Podcast, Webinars, and Case Studies. The company also offers fractional leadership services (COO, Sales, HR, CEO), a comprehensive e-commerce shop with tools (EQ-i 2.0 assessments, Values Card Deck), books (Moral Intelligence 2.0, Financial Intelligence, Leverage Your Financial Intelligence), workshops, and the BFA certification program with multiple delivery formats and CE credit options. The approach is grounded in neuroscience and emotional competency, emphasizing an inside-out methodology for values-aligned behavior.
Differentiator
Problem solved
Functional benefit
Products and services
- Breakthrough Leadership Program A leadership development program designed to help individuals and organizations achieve and sustain breakthrough results by augmenting cognitive intelligence with moral and emotional intelligences; intended for organizational leaders and high-potential employees.
- Professional Coaching One-on-one coaching service combining neuroscience, emotional intelligence, and leadership research to help professionals realize their full potential through self-awareness-based methods; intended for executives, financial advisors, and business owners.
- Business Consulting Consulting services for articulating vision and establishing frameworks for business positioning, growth, and implementation; intended for organizations seeking strategic growth and operational alignment.
- Behavioral Financial Advice (BFA) Program Certification program integrating traditional finance practices with psychology and neuroscience to improve emotional competency and decision-making behavior; awards 20.5 CFP CE credits and is intended for financial advisors seeking the BFA designation.
- Transformational Growth Series A 9-part high-impact coaching workshop enabling financial advisors to transform from working in the business to leading the business, covering common bottlenecks, key CEO activities, and building blocks for sustained organizational performance; priced at $2,495.
- Transformational Growth Series for Women Advisors A 9-part interactive coach-led workshop series designed exclusively for female financial advisors to shift from working in the business to leading the business; priced at $2,495.
- Team-Based Development A development program cultivating team belonging by identifying purpose, values, goals, roles, and processes based on six core elements of team effectiveness; intended for organizational teams and leadership groups.
- Fractional Leadership Interim executive leadership services providing support for Fractional COO, Fractional Sales Leadership, Fractional HR, and Fractional CEO roles using emotionally intelligent and values-based decision making; intended for growing firms, startups, and established businesses in transition.
- Values Cards Exercise An interactive online tool that helps individuals define what they value most by sorting cards into piles representing values that fit well or do not fit well; serves as a foundational self-assessment for subsequent coaching and development work.
- Emotional Competence 2.0 Assessment (EQ-i) Research-based assessment tool for measuring emotional competencies using the EQ-i 2.0 framework; priced at $150 per assessment and intended for individuals and organizations measuring emotional intelligence.
- The Original Values Card Deck Physical card deck used for the Values Cards Exercise to help individuals identify personal values; priced at $14.95 and used by individuals, coaches, and facilitators.
- Breakthrough Leadership Webinar Series Leadership development webinar program covering breakthrough leadership principles grounded in the firm's methodology; priced at $1,950.
- Moral Intelligence 2.0 Book on moral intelligence and moral competency authored by the firm's leadership; priced at $19.95 and sold through the Think2Perform shop.
- Financial Intelligence Book on financial intelligence authored by the firm's leadership and sold through the Think2Perform shop.
- The Simple Genius (You) Book by Doug Lennick on personal leadership and performance, sold through the Think2Perform shop.
- 5 Levels of Leadership Assessment Self-assessment tool for evaluating leadership levels along a five-stage framework; priced at $29.95.
Quantifiable outcome
- 97% of advisors report BFA increased their production
- +3 more outcomes
Companies that use Think2Perform
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Think2Perform technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Think2Perform partnerships and signals
Strategic signalScale indicators5 records
Recent moves8 records
Expansion highlights5 records
Think2Perform competitors and assessment
Company assessmentBroad incumbents
- FranklinCovey: Global leadership and organizational performance company offering training, coaching, and consulting. Comparable to Think2Perform through shared focus on leadership development and values-based effectiveness, but operates at much larger scale with a broader portfolio.
- Dale Carnegie & Associates: Long-established training and coaching firm with courses in leadership, communication, and sales. Directly comparable in the corporate training and executive coaching space, though less specialized in behavioral finance for advisors.
- Korn Ferry: Global organizational consulting firm with a strong leadership development and executive coaching practice. Comparable through its executive coaching and leadership advisory offerings, though far larger and broader in scope.
- Development Dimensions International (DDI): Global leadership development firm specializing in leadership assessment, hiring, and training. Comparable through leadership assessment tools and enterprise coaching services, though operates at a much larger enterprise scale.
Direct peers
- Center for Creative Leadership: Nonprofit specializing in leadership education and research, providing executive coaching, assessments, and programs. A close peer in leadership development methodology and target buyer (organizations developing senior talent).
- GiANT Worldwide: Values-based leadership development firm offering coaching, assessments, and team training grounded in similar emotional intelligence and self-awareness principles. Highly comparable in methodology and target market to Think2Perform.
- Crucial Learning (formerly VitalSmarts): Training and consulting company offering courses on leadership, communication, and behavior change. Overlaps with Think2Perform in behavioral training for professionals and offers similar assessment and workshop products.
- Conscious Leadership Group: Leadership coaching and development firm focused on conscious, values-driven leadership. Comparable in philosophy and offerings to Think2Perform's Alignment Model and Breakthrough Leadership Program.
- BTS Group: Strategy and leadership consulting firm that combines executive coaching with business simulations. Comparable through its coaching and leadership development offerings targeted at executives and high-potentials.
Others
- Money Script Wealth: Customer and practitioner that uses Think2Perform's BFA methodology in its financial planning practice. Included as an ecosystem/partner reference illustrating how the BFA program is deployed inside RIA firms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Think2Perform social profiles
Digital presenceThink2Perform financial estimates
Financial estimateRevenue estimate
Valuation estimate
Think2Perform leadership team
Management profileNumber of profiles
Think2Perform funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Think2Perform 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 Think2Perform
What does Think2Perform do?
Think2Perform delivers executive coaching, leadership development, and behavioral financial advice programs grounded in neuroscience, emotional intelligence, and values-based decision-making. Its offerings include the Breakthrough Leadership Program, Professional Coaching, Business Consulting, Team-Based Development, the Behavioral Financial Advice (BFA) certification, the Transformational Growth Series, and Fractional Leadership services. Services are delivered by former senior executive consultants, through online courses, live workshops, and proprietary assessment tools such as the Values Cards Exercise and EQ-i 2.0.
Is Think2Perform a public or private company?
Think2Perform is a private company. It is currently operating.
When was Think2Perform founded?
Think2Perform was founded in 2002. It employs 11 to 50 people.
Where is Think2Perform based?
Think2Perform is headquartered in Minneapolis, United States, in the North America region.
How does Think2Perform make money?
Five revenue lines are on record. Professional Coaching and Consulting Services are the primary driver. The others are BFA Certification Program, products and Tools, BFA Continuing Education and fractional Leadership Services.
Who are Think2Perform's main competitors?
Broad incumbents on record are FranklinCovey, Dale Carnegie & Associates, Korn Ferry and Development Dimensions International (DDI). Direct peers are Center for Creative Leadership, GiANT Worldwide, Crucial Learning (formerly VitalSmarts), Conscious Leadership Group and BTS Group. Money Script Wealth is listed as an others.
Does Think2Perform have an API?
No public API is recorded for Think2Perform.
What industry is Think2Perform in?
Its primary akta.pro industry code is EDABAAAK, Leadership Assessment, 360 Feedback & Development Planning, with a secondary code of EDABANAL, Sales Leadership & Revenue Executive Coaching. Its NAICS code is 611430 and its SIC code is 8742.