Growth Resources

What Growth Resources does

Growth Resources Inc., operating as GRI (Growth Resources Institute), is a privately held Delaware corporation founded in 2012 by Frederic Lucas-Conwell and headquartered in San Francisco. The company operates a behavioral intelligence platform built on a behavior-factor-based assessment methodology, distinct from conventional personality trait frameworks. Its core product is the GRI Adaptive Profile, generated through a two-question survey with adjective selections that yields granular profiles on motivation, communication style, decision-making, learning approach, and environmental adaptation. The platform is accessed via a password-protected web application (app.gri.co) and is supplemented by complementary modules including the Position Behavior Indicator (PBI) for job-fit analysis, Team Behavior Indicator (TBI) for team-dynamics profiling, Performance Analysis, and a Learning Center for certified users.

GRI monetizes through a combination of recurring annual platform license fees (priced by designated employee count and access tier) and professional services revenue from GRI Masterclass training programs delivered in three formats: Advanced (18 hours, in-person component), Executive (14 hours, online/self-paced), and Manager (16 hours, self-paced). Distribution is executed through a sales-led model supported by a global network of certified GRI Affiliates and Facilitators who handle local sales, training delivery, billing, and implementation; GRI provides the platform, methodology, and curriculum. The platform is augmented with Gen-AI capabilities for recruitment candidate matching and AI-enhanced masterclass delivery. The company serves approximately 500+ organizations across 60+ countries, targeting executives, board directors, team managers, recruiters, and individual contributors in industries spanning technology, staffing, restaurants, agribusiness, satellite communications, and insurance. Notable clients include Randstad, UiPath, IHOP, Philz Coffee, Guabi, SES, Lightbend, Groupama Romania, Vistage International, and CFEngine.

Name

Growth Resources

Legal name

Growth Resources Inc.

Website

https://gri.co

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Growth Resources (GRI) provides a behavior-factor-based behavioral intelligence platform with adaptive profiling and Masterclass training, serving executives, boards, managers, and recruiters across 500+ organizations in 60+ countries via a global affiliate distribution network.

Ownership category

akta.pro rank

Product category

Behavioral Assessment Software

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (5415), Educational Support Services (611710)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro industry

PRIMARYEDAMAIAE

Growth Mindset, Motivation & Goal-Setting Programs

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Life Skills & Personal Development (Study Skills, Executive Function, SEL)

Keywords

• Behavioral assessment software
• Talent management platform
• Leadership development training
• Behavioral intelligence tools
• Recruitment optimization

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform License Fees: Annual subscription-based licensing model for organizations to access the GRI platform, manage users, and generate behavioral profiles. License fees are determined by the number of designated employees and access level required.
2. Masterclass Training: Revenue from delivering GRI Masterclass programs in three formats (Advanced, Executive, Manager) with varying time commitments and pricing. Includes certification paths for individuals and organizations.
3. Customized Services: Customized consulting and implementation services delivered by GRI Facilitators and certified consultants, including organizational deployment and tailored training programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Growth Resources operates the GRI (Growth Resources Institute) platform, a behavior-factor-based assessment system that measures how individuals behave, derive motivation, and adapt to their environment. The company sells annual platform licenses that generate adaptive profiles via a two-question survey, and delivers GRI Masterclass training programs (Advanced, Executive, and Manager formats) for leadership development, recruitment optimization, and team performance improvement.

Product overview

GRI offers a unified behavioral intelligence platform centered on its GRI Adaptive Profiles assessment and GRI Masterclass training program. The core offering combines a two-question behavioral survey that generates detailed adaptive profiles with instructor-led and self-paced training experiences available in Executive, Manager, and Advanced formats. Additional modules include the PBI (Position Behavior Indicator) for job position analysis, TBI Profile for comprehensive assessment, Performance Analysis tools, and a Learning Center for certified users. The Missing Metric manual serves as the interactive guide for the Masterclass experience. The GRI Affiliate Program provides certification pathways for external consultants to deliver GRI services. All components are delivered through the password-protected web platform at app.gri.co.

Differentiator

Problem solved

Functional benefit

Products and services

• GRI Adaptive Profiles The core behavioral assessment tool that measures how individuals behave, derive motivation, and adapt to environments. Uses a two-question survey format with adjective selections to generate detailed profiles revealing communication style, decision-making, learning approaches, and behavioral adaptation patterns. For executives, HR leaders, recruiters, and team managers seeking objective behavioral intelligence.
• GRI Masterclass A transformational training experience available in three formats: Advanced (18 hours with in-person component), Executive (14 hours online/self-paced for C-suite), and Manager (16 hours self-paced for team leaders). Delivered via in-person, instructor-led virtual, and self-paced sessions. Includes certification pathways and access to the GRI platform and learning center.
• GRI Affiliate Program Certification pathway for external consultants to become GRI experts, including Masterclass attendance, Advanced Level Certification, 'Train to GRI' online course, and Consulting Level Certification. Provides access to expert network, resources, and ongoing learning opportunities.

Quantifiable outcome

• More effective interviews with reduced interviewing time and increased quality candidates attracted
• +3 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• GRI AffiliatescoreChannel Partner/ Reseller/ Distributor · 1 January 2012GRI operates through a network of certified Affiliates who supervise GRI Facilitators, provide administrative support, handle billing and collections, and deliver Masterclass experiences to clients. Affiliates are corporations providing services and are not agents or employees of Growth Resources Inc.
• Alliance PartnerscoreImplementation/ SI/ Consulting PartnerAlliance Partners (also referred to as Partners) are individuals or organizations that have entered into Alliance Agreements to provide GRI Services and consulting regarding the use of Company Products to clients.
• Academic and Research InstitutionssupportingStrategic or Co-development PartnerGRI collaborates with academic advisors and research institutions including faculty from Stanford University, Northwestern University, Santa Clara University, and other academic partners who contribute to the scientific framework and validation of the behavior-factor methodology.

Scale indicators2 records

Direct peers

• CliftonStrengths (Gallup): Gallup's CliftonStrengths is a strengths-based assessment used by enterprises for employee engagement, manager development, and team performance — overlapping directly with GRI's value proposition for executives and team leaders.
• Everything DiSC (Wiley): Everything DiSC, owned by Wiley, is a widely adopted DISC-based behavioral assessment used for workplace communication, team building, and leadership development — directly comparable to GRI's adaptive profiles and Masterclass training.
• Hogan Assessments: Hogan provides personality-based assessments focused on leadership, hiring, and employee development; it competes head-to-head with GRI in the leadership and behavioral intelligence segment.
• Predictive Index: Predictive Index is a direct competitor offering behavioral and cognitive assessments used for hiring, team design, and leadership development — closely aligned with GRI's core use cases and enterprise buyer profile.
• The Myers-Briggs Company: The Myers-Briggs Company sells the MBTI and related personality assessments used for leadership development, team dynamics, and coaching — a direct competitor to GRI in the behavioral/personality assessment category.

Broad incumbents

• SHL: SHL is a large-scale assessment provider offering behavioral, cognitive, and talent analytics solutions to global enterprises — competing with GRI across the same hiring and leadership use cases but with much greater scale.
• Korn Ferry: Korn Ferry is a global organizational consulting firm with a large assessment, leadership development, and talent management portfolio — a broader incumbent whose offerings overlap with GRI's enterprise talent and executive development solutions.

Emerging players

• Pymetrics: Pymetrics applies AI/ML to behavioral assessments for hiring and talent matching, targeting the same enterprise buyers as GRI but with a neuroscience/AI-forward positioning and deeper integration into ATS platforms.
• Culture Amp: Culture Amp is an employee engagement and performance management platform with behavioral science underpinnings; it serves a similar enterprise HR buyer and overlaps with GRI in team performance and leadership development.
• Saberr (acquired by Learning Technologies Group): Saberr offers AI-driven team effectiveness and behavioral diagnostic tools for managers — an emerging adjacent peer targeting the same team dynamics and leadership development use cases as GRI's TBI and Manager Masterclass.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/griplatform
• LinkedInlinkedin.com/company/growthresources

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 Growth Resources