Conscious Business Institute

What Conscious Business Institute does

Conscious Business Institute (CBI) is a privately held business founded in 2005 by Peter Matthies and headquartered in Santa Barbara, California, with additional offices in New York and Paris. The company provides culture and leadership transformation programs to enterprises, executives, and individual professionals, organized around a three-pillar platform: the uniphi Culture & Leadership Diagnostic for organizational assessment, a portfolio of Culture & Leadership Development Programs for implementation, and an AI Coach-in-a-Pocket mobile coaching platform delivered through the CBI Connected Platform for scale and sustainment. Core intellectual property includes the 12 Cultural Drivers framework, the CBI Personality Color Assessment, the Essence-Based Engagement Model, and the 5 Key Performance Identities framework, with the uniphi diagnostic academically validated in partnership with the University of California, Berkeley.

The firm's flagship commercial offering is the 9-month Conscious Business Master Program, priced between $5,500 (early-bird one-time) and $6,850 (standard one-time), with quarterly and monthly payment plan variants; the same program is also offered through organization-sponsored cohorts of 2-5+ participants for enterprise clients. Beyond the Master Program, CBI monetizes through uniphi diagnostic project engagements, subscription-based AI Coach platform licensing, the Certified uniphi Consultant partner-licensing program, an MA/PhD upgrade pathway via a Ubiquity University partnership, and modular professional services for culture and leadership development. Go-to-market combines enterprise field sales for large transformation engagements, an application-based annual cohort enrollment for the Master Program, bi-weekly webinars and free introductory sessions, and a Global Ambassador Network spanning 16 countries that amplifies reach through community-led marketing.

Customer logos publicly associated with CBI include BMW Group, Intel, Siemens, Starbucks, Allianz, SLB, Global Shipping Corporation, University of the Pacific, Hapag-Lloyd, Alphabet/Google, Twitter, Rolls-Royce, MINI Cooper, Scott-Bader, Tellerus, and Draxl, spanning automotive, technology, financial services, energy, shipping, higher education, and professional services. The company states that 80,000+ professionals across 172 countries on 5 continents have engaged with its programs, with the methodology scaled from companies of 1 to 150,000 employees. Leadership includes founder Peter Matthies and international partners in the US, Germany, Hungary, and the UK, advised by former CEOs, founders, and academics including Hazel Henderson, Charly Kleissner, and Paul Polman as a publicly endorsing figure.

Name

Conscious Business Institute

Legal name

Conscious Business Institute, LLC

Website

https://consciousbusinessinstitute.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Conscious Business Institute delivers culture and leadership transformation programs for enterprises and professionals via the uniphi diagnostic, AI Coach-in-a-Pocket, and 9-month Master Program. Founded 2005 in Santa Barbara, it has served 80,000+ professionals across 172 countries.

Ownership category

akta.pro rank

Product category

Leadership Development & Culture Transformation Services

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Inclusive Leadership & Leading Diverse Teams (EDABAAAM)

akta.pro secondary industries

DEI, Inclusive Leadership & Cultural Intelligence Coaching (EDABANAJ), Workplace Wellness & Wellbeing Education (EDAAAHAN), Corporate/Workplace Wellness Coaching (HSADAGAL)

Keywords

• Leadership development programs
• Culture transformation consulting
• Executive education services
• Organizational development training
• Conscious business coaching

Headquarters

HQ city

Santa Barbara

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Master Program Tuition: 9-month immersive leadership transformation program with tiered pricing. Early bird enrollment at $5,500 (one-time) or standard at $6,850, with quarterly ($1,400 x4) and monthly ($560 x10) payment plan options. Revenue from individual participants and organization-sponsored employees.
2. uniphi Diagnostic Platform Licensing: Culture and leadership diagnostic assessment platform sold to organizations. Includes kick-off facilitation, survey deployment, dashboards for all participants, executive/manager debriefs, and follow-up recommendations. Priced as a project-based engagement.
3. AI Coach Platform Licensing: AI Coach-in-a-Pocket delivered across organizations for scalable, affordable, continuous people development. Provides ongoing self-managed development at minimal cost with access to comprehensive Conscious Business course library.
4. Culture & Leadership Development Programs: Modular programs for building empowered individuals, purpose-driven cultures, and inspiring leaders. Proven with over 80,000 people. Implemented through workshops, webinars, e-learning, peer-to-peer, and individual coaching delivery modalities.
5. Certified uniphi Consultant Program: Partner certification program for consultants and coaches to use the uniphi methodology with their clients. Certified partners gain training, tools, client-ready dashboards, and access to an academically validated methodology for a fee.
6. Graduate Degree Upgrade: Option for Master Program alumni to upgrade to world's first MA or PhD in Conscious Business via Ubiquity University partnership, creating an additional revenue stream for credential completion.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Conscious Business Institute delivers holistic culture and leadership transformation through three integrated offerings sold to both enterprises and individual professionals: (1) the uniphi Culture & Leadership Diagnostic — an academically validated assessment platform built with UC Berkeley that measures organizational health across 12 Cultural Drivers; (2) the AI Coach-in-a-Pocket — an AI-based mobile coaching platform delivering the CBI knowledge library on demand; and (3) the Conscious Business Master Program — a 9-month immersive leadership transformation curriculum with live webinars, peer groups, and coaching. Enterprise clients (BMW, Intel, Siemens, Starbucks, Allianz) typically purchase the diagnostic plus organization-sponsored cohort enrollment (2–5+ participants).

Product overview

Conscious Business Institute offers an integrated platform architecture for organizational transformation comprising three core products: the uniphi Culture & Leadership Diagnostic for assessment, the AI Coach-in-a-Pocket for scalable mobile coaching, and the Conscious Business Master Program for deep leadership development. These products are unified through the CBI Connected Platform, which connects assessment (uniphi), implementation (Culture & Leadership Programs), and scale (AI-Coach & E-Course Library) into a cohesive system. The company also publishes the Plan BE book as a complementary resource. The platform is designed to work together end-to-end: measure organizational culture with uniphi, implement improvements through programs, and sustain growth via AI-powered coaching at scale.

Differentiator

Problem solved

Functional benefit

Brands

• uniphi: The Culture & Leadership Diagnostic platform that assesses organizational culture and leadership effectiveness.
• AI-Coach
• Conscious Business Master Program

Products and services

• uniphi Culture & Leadership Diagnostic A culture and leadership diagnostic assessment platform that provides holistic organizational insights through surveys, executive and manager dashboards, and actionable recommendations based on 12 Cultural Drivers. Built in partnership with UC Berkeley for academic rigor. Designed for HR leaders, CHROs, and CEOs evaluating organizational health and engagement across companies of any size.
• AI Coach-in-a-Pocket An AI-powered mobile coaching platform providing video-based answers to questions about leadership, conscious business, teamwork, and personal well-being, delivering access to the CBI knowledge library 24/7 on demand. Built on Adeption infrastructure. Designed to scale continuous people development affordably across entire organizations.
• Conscious Business Master Program A 9-month intensive leadership transformation program that develops authentic, purpose-driven leaders through live webinars, peer groups, coaching, and a structured curriculum across six modules. Available to individual professionals at publicly disclosed tuition and via organization-sponsored cohorts of 2–5+ participants from enterprise clients such as BMW, Intel, Siemens, and Starbucks.
• CBI Connected Platform An end-to-end integrated platform combining the uniphi diagnostic for assessment, CBI Culture & Leadership Programs for implementation, and AI-Coach with the E-Course Library for scaling and sustaining organizational transformation. Designed to connect measure (uniphi) → develop (programs) → scale (AI coaching and content) into a single system.
• CBI Culture & Leadership Development Programs Modular programs for building empowered individuals, purpose-driven cultures, and inspiring leaders at every organizational level. Implemented through workshops, webinars, e-learning, peer-to-peer, and individual coaching delivery modalities for enterprise clients.
• Certified uniphi Consultant Program Partner certification program for consultants and coaches to use the uniphi methodology with their own clients. Certified partners gain training, tools, client-ready dashboards, and access to an academically validated methodology under a licensing/royalty arrangement.
• Graduate Degree Upgrade (MA / PhD in Conscious Business) Optional upgrade pathway that allows Conscious Business Master Program alumni to progress to an MA or PhD in Conscious Business via the Ubiquity University partnership, delivered as an additional tuition-bearing credential.

Quantifiable outcome

• uniphi participation rates of 85%+ vs. ~35% for traditional engagement surveys
• +3 more outcomes

Named customers16 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• University of California, BerkeleycoreStrategic or Co-development PartnerAcademic partnership for the design and validation of the uniphi Culture & Leadership Assessment. UC Berkeley co-developed the diagnostic methodology to ensure academic rigor and business relevance. The assessment is designed and validated with academic partners to meet the needs of modern organizational leaders.
• AdeptioncoreTechnology or IntegrationTechnology partnership for AI-based mobile coaching delivery. Adeption provides the infrastructure for the AI Coach-in-a-Pocket platform — CBI's A.I. based mobile coaching tool that delivers Conscious Business knowledge library 24/7 across organizations. Enables scalable and sustainable people development in users' pockets.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Korn Ferry: Global organizational consulting firm with leadership development, executive coaching, and culture transformation practices. Overlaps with CBI on enterprise culture and leadership engagements, particularly at the F500 level where both compete for HR and talent budgets.
• Heidrick & Struggles: Executive search and leadership advisory firm with a Heidrick & Struggles-branded culture and coaching practice. Comparable to CBI at the C-suite and senior leader tier, especially where conscious-leadership and culture narratives intersect with executive development.
• FranklinCovey: Long-established leadership and organizational performance firm with certified consultant network and signature curricula. Competes with CBI on enterprise leadership programs and shares a similar partner/delivery model, but at materially greater scale.
• Dale Carnegie & Associates: Heritage leadership and professional development training franchise with global licensee network. Comparable to CBI in the leadership-development curriculum and licensed-partner delivery model, though with a more traditional skills-based orientation.

Others

• Conscious Capitalism: Movement and member organization advancing conscious business principles. Functionally adjacent to CBI as a category shaper and source of referrals, sharing leadership and vocabulary but operating as a non-commercial community rather than a paid program provider.

Direct peers

• BetterUp: AI- and coach-led leadership development platform serving enterprise buyers with continuous coaching and measurement. Directly comparable to CBI's combination of AI Coach-in-a-Pocket and Master Program-style transformation journeys, and competes for the same CHRO wallet.
• Barrett Values Centre: Provider of the Cultural Transformation Tools assessment and values-based culture consultancy. Competes head-to-head with uniphi in the culture-values assessment category and shares the consciousness/values-based positioning.
• Senn Delaney (a Heidrick company): Specialist culture-transformation firm acquired by Heidrick & Struggles. The closest direct peer to CBI's uniphi-plus-programs offering for enterprise culture change at scale, and a credible substitute in F500 RFPs.
• Gallup: Provides the CliftonStrengths and Q12 engagement assessments plus leadership development programs. Closely analogous to CBI's uniphi diagnostic combined with structured leadership curriculum, and a primary competitor for enterprise culture-assessment budgets.

Emerging players

• Torch: Tech-focused leadership coaching and development platform combining coaching with measurement. Comparable to CBI's AI-supported coaching ambition and competing for mid-market tech and enterprise learning budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cbiworldwide
• Facebookfacebook.com/ConsciousBusinessAmbasadors
• LinkedInlinkedin.com/company/conscious-business-institute

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Conscious Business Institute