Advanced People Strategies

What Advanced People Strategies does

Advanced People Strategies (APS) is a UK-based management consulting firm headquartered in Daventry, Northamptonshire, operating for over 21 years under the legal entity Advanced People Strategies Limited (registered in England). APS holds the sole authorised distribution licence from Hogan Assessment Systems for the UK and Ireland, providing the full Hogan portfolio: Hogan Personality Inventory (HPI), Hogan Development Survey (HDS), Motives, Values, Preferences Inventory (MVPI), Hogan Business Reasoning Inventory (HBRI), Hogan Judgement, Hogan Leadership Experience (HLX), Hogan 360, Hogan Configure, and the wider Hogan Reports catalogue. The company extends beyond Hogan with proprietary-branded 360 instruments (Reflections 360, Business Emotional Intelligence 360, Leadership Versatility Index) and supplementary ability tools (Watson Glaser, Ravens APM III).

The commercial offering comprises three pillars: (1) Official Certifications — Hogan accreditation pathways (Hogan Certification, Advanced Feedback, Advanced Interpretation, APS Hogan Refresh) plus 360 certifications, delivered in-person or virtually; (2) Assessment products — sale of Hogan and 360 instruments plus a Talent Development Centre and Interview Guides; (3) Skills Development — executive coaching, team workshops (Personality and Effectiveness; Dynamics, Climate and Culture), masterclass programmes (Trusted Advisor and Trusted Leader), the SkillsPilot digital learning platform, and blended learning. APS serves HR, Learning and Development, Talent Acquisition professionals, and executive/internal coaches, with a horizontal segmentation approach spanning all sectors (corporate, public, financial services, non-profit), supported by UK Cyber Essentials, GDPR, and FSQS registrations.

APS makes money primarily through professional services fees (paid in advance for workshops), one-time per-report assessment licensing to certified practitioners, and bespoke masterclass delivery (e.g., the international 'Becoming a Trusted Advisor' programme). Distribution is via direct enterprise sales, online report ordering, content marketing (blog, LinkedIn, X/Twitter, YouTube), an annual conference featuring Hogan Assessment Systems' CEO Wendy Hogan as speaker, and a website AI chatbot assistant named Sam. The firm cites 37% of FTSE 100 companies as clients in 2025. Ownership is private with no disclosed institutional investors, parent entity, or funding rounds.

Name

Advanced People Strategies

Legal name

Advanced People Strategies Limited

Website

https://advancedpeoplestrategies.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Advanced People Strategies is a UK-based management consulting firm and the sole authorised Hogan Assessment Systems distributor for the UK and Ireland, providing psychometric assessments, certifications, 360 feedback tools, and leadership development services to HR, L&D, talent acquisition, and executive coaching professionals.

Ownership category

akta.pro rank

Product category

Leadership Development Consulting

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Portfolio, Performance & Rubric-Based Assessment Platforms (EDAFADAL)

akta.pro secondary industry

Assessment Analytics & Item/Question Intelligence (IRT, Item Banks, Diagnostic Insights) (EDAFAFAG)

Keywords

• Psychometric assessment distribution
• Leadership development consulting
• Hogan certification workshops
• 360-degree feedback tools
• Executive coaching services

Headquarters

HQ city

Daventry

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Certification Workshops: APS runs Hogan certification workshops (in-person and virtual) where participants certify to use Hogan assessment tools. Fees are payable in advance, with standard invoices or PayPal payment options.
2. Assessment Reports: Sale of Hogan assessment reports (HPI, HDS, MVPI, HBRI, Judgement, 360 tools, and other psychometric reports) to certified practitioners and organisations.
3. Coaching and Skills Development: One-to-one executive coaching, team workshops (Personality & Effectiveness, Dynamics Climate and Culture), masterclass programmes (Trusted Advisor, Trusted Leader), and blended learning offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Advanced People Strategies is the authorised Hogan Assessments distributor for the UK and Ireland, selling and certifying practitioners to use Hogan psychometric assessment tools (HPI, HDS, MVPI, HBRI, Judgement, Hogan 360). It also delivers executive coaching, team workshops, masterclass programmes (Trusted Advisor, Trusted Leader), and skills development via its SkillsPilot digital learning platform and blended learning offerings.

Product overview

Advanced People Strategies (APS) operates as an authorized Hogan Assessments distributor for the UK and Ireland, providing a comprehensive portfolio of psychometric assessments, certifications, and skills development services. The offering consists of three core pillars: (1) Hogan personality and cognitive assessment tools including the HPI, HDS, MVPI, HBRI, Judgement, and HLX assessments, all available with associated certification programs; (2) a suite of 360-degree multi-rater instruments including Reflections 360, Business Emotional Intelligence 360, Hogan 360, and Leadership Versatility Index; and (3) skills development services encompassing coaching, team workshops, masterclass programs (Trusted Advisor and Trusted Leader), and digital learning platforms (SkillsPilot and Blended Learning). The company also distributes supplementary ability assessments including Watson Glaser and Ravens APM III, and offers a complete ecosystem of report types for talent acquisition, development, and selection purposes.

Differentiator

Problem solved

Functional benefit

Brands

• SkillsPilot: A skills development platform offered by Advanced People Strategies.
• BEI360
• Reflections

Quantifiable outcome

• 37% of FTSE 100 worked with APS in 2025

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Hogan Assessment SystemscoreOEM/ Whitelabel/ Licensing PartnerAPS is the Authorised Hogan Assessment Distributor for the UK and Ireland. This is a formal licensing agreement under which APS is authorised to distribute and licence others to use the Hogan Assessment tools, including the Hogan Personality Inventory (HPI), Hogan Development Survey (HDS), and Motives, Values, Preferences Inventory (MVPI). APS also offers Hogan's Cognitive Assessment, Configure platform, and the full range of Hogan Reports. APS certifies others to use the Hogan Personality Tools and Hogan 360 tools, and hosts Hogan certification workshops.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SHL: SHL is one of the world's largest psychometric assessment providers, distributing competing personality and ability tools to enterprise HR and L&D buyers — directly comparable to APS's Hogan distribution and assessment business, though at much greater global scale.
• Thomas International: Thomas International is a UK-founded psychometric assessment vendor (DISC, PPA, GIA) selling enterprise personality, behaviour, and ability assessments globally — directly comparable to APS as a specialist UK psychometrics distributor serving HR and leadership-development buyers.
• Saville Consulting (now part of Willis Towers Watson): Saville Consulting provides personality, ability, and 360 assessments including the Wave platform for talent management, with strong UK presence — a like-for-like competitor to APS in the psychometric-assessment-and-certification space.
• CPP (Myers-Briggs Company): CPP publishes and distributes the Myers-Briggs Type Indicator and other psychometrics through a network of certified practitioners worldwide — directly comparable to APS's authorised-distributor-plus-certification model for Hogan.
• Cubiks (a CEB/Gartner business): Cubiks is a UK-rooted assessment provider offering personality, ability, and 360 tools to enterprise clients — another specialist psychometrics firm competing for the same HR and L&D budgets that APS targets.

Broad incumbents

• Korn Ferry: Korn Ferry is a global organisational consulting firm with a sizable assessment, leadership development, and executive coaching practice — a much larger incumbent operating in the same HR/talent space, though as part of a broader consulting portfolio.
• Aon Assessment Solutions: Aon's Assessment Solutions division offers enterprise psychometric assessments, leadership development, and talent measurement — a broader incumbent with overlapping offerings and global scale that competes with APS for enterprise assessment and coaching spend.

Others

• Hogan Assessment Systems: Hogan Assessment Systems is APS's licensor and the original publisher of the HPI, HDS, MVPI, and 360 instruments; it is an enabler/licensor rather than a competitor in the UK/Ireland territory, but its strategic distribution decisions directly determine APS's revenue runway.

Emerging players

• Personality & Intelligence Research (PAIR): PAIR is a UK-based psychometric publisher offering personality and leadership assessments with a focus on evidence-based research — comparable to APS's Harrison-Assessment-style toolkit and overlapping with mid-market enterprise assessment buyers.
• BTS: BTS specialises in leadership development simulations, executive assessment centres, and coaching for enterprise clients — overlapping with APS's coaching and leadership masterclass offerings, and competing for the same FTSE-grade talent-development budget.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/aps_hq
• YouTubeyoutube.com/user/HoganAssessmentsUK/feed
• LinkedInlinkedin.com/company/advanced-people-strategies-ltd

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Advanced People Strategies