What Psychometrics Canada does

Psychometrics Canada Ltd., incorporated in Alberta and headquartered in Edmonton, distributes and develops scientifically-validated talent assessment instruments for HR, leadership development, team effectiveness, and career guidance use cases. Founded in 1976 at the University of Alberta, the company is the exclusive Canadian source for globally recognized instruments including the Myers-Briggs Type Indicator (MBTI), Strong Interest Inventory, FIRO-B, CPI 260 and 434, the Thomas-Kilmann Conflict Mode Instrument, and the ACER Test of Abstract Reasoning, complemented by proprietary tools such as the Work Personality Index (a registered trademark) and the Psychometrics 360 multi-source feedback assessment. The platform layer is Psychometrics.com, a SaaS assessment delivery and reporting system with TLS-encrypted data transmission hosted on secure Canadian servers, supporting group management, real-time report generation, and credit-based pricing.

The business operates a hybrid monetization model combining recurring platform access ($99 annual fee), tiered credit-based consumption ($0.85-$1.00 per report credit depending on volume), licensing and royalty distribution of third-party assessments, and professional services revenue from certification programs (MBTI Certification, Strong Interest Inventory self-directed and virtual certifications) and workshops (Master Class, Optimizing Team Performance). Go-to-market is sales-led via expert consultation, phone-based order capture, qualification-gated access to restricted Level B/C instruments, and self-serve online purchasing for Level A materials. A practitioner qualification framework (A/B/C tiers) and staff organizational psychologists create a service wrapper that differentiates the offering from pure-software psychometric vendors.

The customer base spans 4,000+ organizations across 65 countries, including 84 of Canada's Top 100 Companies; named enterprise and government customers include IBM, Molson Coors, Revera (1,600+ staff in leadership programs), Saskatchewan Government Insurance (1,800+ staff in career programs), VersaCold/Americold (300+ graduates since 2006), ATB Financial, Earls Restaurants, Pioneer Energy, and the governments of Alberta and British Columbia. Headcount is 11-50, the company is privately held with no disclosed parent or institutional investors, and the most recent disclosed strategic product action is the December 2025 launch of two Psychometrics 360 versions, paired with an ongoing initiative to introduce interactive dashboards and integrated HR data analytics.

Name

Psychometrics Canada

Legal name

Psychometrics Canada Ltd.

Website

https://psychometrics.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Psychometrics Canada Ltd., founded in 1976 and headquartered in Edmonton, is the exclusive Canadian distributor of globally recognized psychometric assessments (MBTI, Strong, FIRO, CPI, TKI) and developer of proprietary tools like the Work Personality Index and Psychometrics 360, serving HR teams, leadership development practitioners, and career counselors across 4,000+ organizations.

Ownership category

akta.pro rank

Product category

Psychometric Assessment Software

NAICS

Human Resources Consulting Services (541612), Management Consulting Services (54161), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Personality & Behavioral Assessments (BPACAMAC)

akta.pro secondary industries

Psychometric Test Publishing & Norming / Validation Services (BPACAMAG), Emotional Intelligence, Motivation & Culture-Fit Assessments (BPACAMAI), People Analytics, Assessment & Psychometrics Consulting (BPAHAGAH), Career Assessment & Skills Profiling (Assessments for Transition) (BPACAOAG), Psychometric, Aptitude & Cognitive Ability Test Content (EDAGADAK)

Keywords

• Talent assessments
• Personality assessments
• Psychometric testing
• Leadership development
• Certification workshops

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Assessment Tools Distribution: Psychometrics Canada distributes globally recognized psychological assessments (MBTI, Strong Interest Inventory, FIRO, CPI, Thomas-Kilmann Conflict Mode Instrument) as the exclusive Canadian source. Revenue is generated through credit-based purchases for report generation on their online platform, with tiered pricing based on volume (1-749 credits at $1.00 each, scaling down to $0.85 per credit for 2,500+ credits).
2. Psychometrics.com Platform Access: Annual access fee of $99.00 for the online assessment platform, plus per-report credit costs. Credits are purchased in bulk and deducted as reports are generated.
3. Professional Services and Training: Certification programs and workshops for MBTI, Strong Interest Inventory, and other assessments. Programs include MBTI Certification ($250 + GST service fee for cancellations), Master Class workshops, and Optimizing Team Performance programs with associated training materials and resources.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Psychometrics Canada distributes and administers globally recognized psychometric assessments — including the Myers-Briggs Type Indicator (MBTI), Strong Interest Inventory, FIRO, CPI, TKI, Work Personality Index, and Employee Reliability Inventory — through its online Psychometrics.com platform, serving as the exclusive Canadian source for these instruments. Beyond assessment distribution, the firm delivers organizational-psychology consulting, multi-rater 360 feedback, certification workshops, and team-performance programs for HR leaders, coaches, and career-services practitioners.

Differentiator

Problem solved

Functional benefit

Brands

• Psychometrics.com: Online assessment platform for administering and managing talent assessments.
• Work Personality Index
• Psychometrics 360

Products and services

• Psychometrics.com Platform Subscription-based SaaS platform where qualified practitioners administer, score, and generate reports for the company's portfolio of psychometric assessments, with TLS-encrypted data transmission and tiered report-credit pricing.
• Psychometrics 360 360-degree multi-source feedback instrument administered through the Psychometrics.com platform, used for leadership development and multi-rater evaluations.
• Myers-Briggs Type Indicator (MBTI) Personality type assessment distributed in Canada exclusively by Psychometrics Canada, requiring qualified-practitioner certification before use.
• Strong Interest Inventory Career interest assessment measuring vocational interests, distributed exclusively in Canada through Psychometrics Canada.
• FIRO-B Assessment measuring interpersonal needs in inclusion, control, and affection domains, used for individual and team development.
• FIRO Business Business-focused adaptation of FIRO-B measuring interpersonal behaviours in workplace contexts.
• TKI (Thomas-Kilmann Conflict Mode Instrument) Assessment measuring conflict-handling styles along assertiveness and cooperativity dimensions, used for management and team development.
• CPI 260 Inventory assessing interpersonal behaviour and self-perception for leadership development and coaching.
• CPI 434 Broader CPI inventory (434 items) measuring personality and behavioural characteristics for selection and development.
• Work Personality Index (WPI) Proprietary personality assessment developed by Psychometrics Canada, used for workplace suitability and selection decisions.
• Employee Reliability Inventory (ERI) Proprietary reliability-focused inventory used by Psychometrics Canada to screen candidates for dependability and conscientiousness.
• ACER Test of Abstract Reasoning Cognitive ability assessment measuring abstract reasoning for selection and development contexts.
• Career Interest Profiler Career-interest assessment used by career services practitioners and coaches.
• Career Values Scale Assessment measuring work-related values for use in career counselling and coaching.
• MBTI Certification Program Multi-day paid workshop certifying practitioners to administer and interpret the MBTI, delivered by Psychometrics Canada's in-house organizational psychologists.
• Strong Interest Inventory Self-Directed Certification Self-paced online certification pathway qualifying practitioners to administer and interpret the Strong Interest Inventory.
• Strong Interest Inventory Virtual Certification Instructor-led virtual certification pathway qualifying practitioners to administer and interpret the Strong Interest Inventory.
• Master Class Workshops Advanced workshops for practitioners seeking deeper expertise in administering and applying Psychometrics Canada's assessment portfolio.
• Optimizing Team Performance Program Consulting program combining assessment data and facilitation to optimize team effectiveness, delivered by Psychometrics Canada's in-house psychologists.

Quantifiable outcome

• Trusted by 84 of Canada's Top 100 Companies
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• The Myers-Briggs CompanycoreTechnology or IntegrationThe Myers-Briggs Company is the primary technology partner for distributing MBTI, Strong Interest Inventory, FIRO-B, CPI 260, and Thomas-Kilmann assessments in Canada. Assessment data including item responses is transmitted to The Myers-Briggs Company in the USA for scoring and report retrieval. Psychometrics Canada is bound by licensing agreements ensuring qualified professional use only.
• University of AlbertacoreStrategic or Co-development PartnerFounded at the University of Alberta in 1976. An early partnership with Stanford University to develop the Canadian-French version of the Strong-Campbell Interest Inventory opened the path for assessment service expansion across Canada and globally.
• Stanford UniversityminorStrategic or Co-development PartnerEarly partnership to introduce the Strong-Campbell Interest Inventory to Canada. Psychometrics developed the Canadian-French version and extended services across Canada.

Scale indicators3 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• SHL: SHL is a global talent-assessment and people-analytics incumbent offering personality, cognitive, and behavioral assessments alongside a broad platform. It competes for the same enterprise hiring and development buyers as Psychometrics Canada but operates at significantly larger scale and with broader portfolio breadth.
• Korn Ferry: Korn Ferry is a global organizational consulting firm offering assessments, leadership development, and talent management services. Its assessment portfolio (KFAL, Voices) competes with Psychometrics Canada for enterprise HR and executive selection engagements, while bringing much broader consulting scale.
• Gallup (CliftonStrengths): Gallup offers the CliftonStrengths and personality-based assessment suite widely used in leadership development and employee engagement. It overlaps with Psychometrics Canada's leadership and development use cases but operates at much larger scale with proprietary, deeply branded assessments.

Direct peers

• Wiley (Everything DiSC): Wiley publishes the Everything DiSC suite of behavioral assessments used for workplace communication, team effectiveness, and leadership development. DiSC is a frequently substituted alternative to MBTI/TKI/FIRO in Psychometrics Canada's core team-dynamics use cases.
• DDI (Development Dimensions International): DDI is a leadership selection and development provider whose assessment and 360-degree feedback products compete directly with Psychometrics Canada's Psychometrics 360 and CPI 260 offerings for enterprise leadership development budgets.
• Hogan Assessments: Hogan Assessments is a leading global publisher of personality assessments used for leadership development, talent selection, and coaching — directly competing with Psychometrics Canada's MBTI, CPI 260, and Psychometrics 360 offerings for the same enterprise HR and executive-coaching buyers.
• Predictive Index (PI): PI provides behavioral and cognitive assessments for hiring, team design, and leadership development through a SaaS platform. It targets the same mid-market and enterprise HR buyers as Psychometrics Canada and is a leading alternative to MBTI/CPI-based selection workflows.
• The Myers-Briggs Company: The Myers-Briggs Company is the global owner and publisher of MBTI, Strong Interest Inventory, FIRO, CPI, and TKI assessments, and is Psychometrics Canada's primary licensor. It is the most directly comparable company because Psychometrics Canada's business model, product portfolio, and revenue base are anchored on distributing its instruments in Canada.

Emerging players

• Pymetrics: Pymetrics is an AI-based behavioral assessment platform focused on fair, neuroscience-backed hiring. It represents the emerging, technology-led wave of assessment providers challenging legacy psychometric publishers like Psychometrics Canada on speed, candidate experience, and ATS integration.
• TestGorilla: TestGorilla is a self-serve pre-employment assessment platform offering personality, cognitive, and skills tests with modern UX and pricing. It targets the same hiring-and-selection use case as Psychometrics Canada's Employee Reliability Inventory and MBTI-based screening but competes on price, ease of use, and self-service onboarding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PsychometricsCA
• Facebookfacebook.com/PsychometricsCanada
• LinkedInlinkedin.com/company/psychometrics-canada
• Instagraminstagram.com/psychometricscanada

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Psychometrics Canada