What Mindworx does

Mindworx (MINDWORX, s.r.o.) is a Bratislava-based consultancy founded in 2015 that applies consumer psychology and behavioral economics to improve sales performance, primarily for enterprise clients in banking, insurance, and telecommunications. The company's offerings are anchored by the proprietary SURF™ Method — a 4-step framework (Set behavioral goals, Uncover the barriers, Remove the barriers, Focus on motivations) used across consulting, training, and licensing engagements. Its technology stack is methodology-based rather than software-based, combining behavioral science, UX best practices, and performance copywriting rather than AI/ML systems; there are no documented APIs, SDKs, or AI capabilities in the input data.

The business model combines three revenue streams. Direct consulting services cover Digital Product Design, Digital Sales & Conversions, and Customer Engagement & Retention for finance and insurance clients, delivered through regional enterprise sales directors in Europe (Michal Plevka) and North America (Rajiv Vaidyanathan). Training is delivered in-person or online via two flagship programs — The SURF™ Method: Boost Sales with Consumer Psychology and The SURF™ Method: Boost Digital Sales in Finance with Consumer Psychology — together with keynote presentations by CEO Matt Sucha and a monthly publishing cadence (Mind Hacks and Sales Hacks newsletters, Happy Hacks annual booklet). A 2023 licensing program allows independent trainers in 12+ countries across 4 continents to deliver Mindworx's certified training under license, generating recurring licensing fees. Adjacent operating subsidiaries Mindworx Academy and InsideBE extend the funnel through an online masterclass platform and a behavioral-economics content hub.

Customer concentration sits across large European financial institutions — BNP Paribas Cardif, Allianz, Erste Group, Generali, NN, Raiffeisen International, UniCredit, Zurich, and Orange — with documented outcomes ranging from a 49% lift in loan sales to a 167% increase in travel insurance conversions. The company reports 3,300+ training alumni, reach across 115+ countries, and a 4.72/5 average training rating. Headcount is listed at 1-10, the firm is privately held with no identified institutional investors, and pricing for consulting and training is quote-based rather than publicly disclosed.

Name

Mindworx

Legal name

MINDWORX, s.r.o.

Website

https://mindworx.net

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Mindworx is a Bratislava-based consultancy that applies consumer psychology and behavioral economics via its proprietary SURF™ Method to lift digital sales, conversion, and customer engagement for enterprise clients in banking, insurance, and telecommunications across 115+ countries.

Ownership category

akta.pro rank

Product category

Management Consulting — Behavioral Economics & Consumer Psychology

NAICS

Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

UX, Design Thinking & Customer Research for PMs (EDABAHAK)

akta.pro secondary industry

Learning Experience Design (LXD) & UX for Learning (EDAGAKAF)

Keywords

• Behavioral economics consulting
• Consumer psychology training
• Sales conversion consulting
• Customer journey optimization
• Behavioral design services

Headquarters

HQ city

Bratislava

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services: Direct consulting engagements for digital sales optimization, customer engagement and retention, and digital product design. Projects include landing page redesign, funnel optimization, and customer journey mapping for enterprise clients in finance and insurance.
2. Training Programs: Instructor-led training delivered in-person or online. Programs include The SURF™ Method: Boost Sales with Consumer Psychology and The SURF™ Method: Boost Digital Sales in Finance with Consumer Psychology. Structured in modules with training, workshop, and homework components.
3. Licensing Program: Licensed Trainer & Coach Program allowing independent trainers to deliver Mindworx methodology globally. Trainers pay licensing fees and receive complete toolkit, ongoing support, and community access. Revenue from licensing fees charged to trainers.
4. Keynote Presentations: Speaking engagements by CEO Matt Sucha at conferences and corporate events on behavioral economics and consumer psychology topics.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Mindworx is a behavioral economics and consumer psychology consultancy that helps finance, insurance, and telecom organizations improve digital sales performance, customer engagement, and conversion outcomes. Its core commercial offering is the proprietary SURF™ Method—a 4-step framework (Set behavioral goals, Uncover the barriers, Remove the barriers, Focus on motivations)—delivered through three channels: paid consulting engagements (digital product design, sales/conversion optimization, customer engagement and retention), instructor-led training programs, and a licensed-trainer certification program for independent practitioners.

Product overview

Mindworx is a behavioral economics and consumer psychology consultancy founded in 2015, offering a portfolio of consulting services, training programs, and licensing opportunities. The core offering is the proprietary SURF™ Method—a 4-step framework (Set, Uncover, Remove, Focus) that underpins all consulting engagements and training programs. The consulting division provides services in Digital Product Design, Digital Sales & Conversions, and Customer Engagement & Retention for finance and insurance clients. Training programs include The SURF™ Method: Boost Digital Sales in Finance (for digital/customer journey professionals) and The SURF™ Method: Boost Sales (for sales teams), supplemented by Keynote Presentations. Mindworx operates a licensing program allowing independent trainers globally to deliver its certified training through the SURF™ Method Licensed Trainer & Coach Program. Supporting products include Mindworx Academy (online masterclass platform), InsideBE (behavioral economics knowledge hub), Mind Hacks Newsletter, Sales Hacks Newsletter, and the Happy Hacks annual booklet. The company has trained 3,300+ alumni across 115+ countries with a 4.72/5 average rating.

Differentiator

Problem solved

Functional benefit

Brands

• Mindworx Academy: An online masterclass with world-leading experts as instructors and thousands of professionals enrolled from all around the globe.
• InsideBE
• The Hidden YES
• SURF Method

Products and services

• Consulting Services Behavioral economics and consumer psychology consulting engagements covering Digital Product Design, Digital Sales & Conversions, and Customer Engagement & Retention. Engagements include landing page redesigns, funnel optimization, customer journey mapping, CRM strategy, and copywriting for enterprise clients in finance, insurance, and telecommunications.
• The SURF™ Method: Boost Sales with Consumer Psychology Instructor-led sales training program covering 9 consumer psychology principles and the SURF™ Method to help salespeople overcome psychological barriers and boost sales performance. Delivered in-person or online to enterprise sales teams in B2C and B2B segments.
• The SURF™ Method: Boost Digital Sales in Finance with Consumer Psychology Deep-dive training in consumer psychology for customer journey experts, communication teams, and digital sales professionals, covering decision-making processes, behavioral barriers, and client journey optimization in financial services.
• Keynote Presentation Motivational and thought-leadership presentations on behavioral economics and consumer psychology delivered at corporate events and industry conferences. Delivered by Mindworx CEO Matt Sucha and used to generate awareness and qualified enterprise opportunities.
• SURF™ Method Licensed Trainer & Coach Program Certification and licensing program that enables independent trainers, consultants, university professors, and marketing agency owners globally to deliver Mindworx's SURF™ Method training under license. Includes a multi-stage certification (4-day certification stage, 3-day license stage), a complete toolkit, ongoing delivery and growth support, and community access. Licensed trainers operate in 12+ countries across 4 continents.
• Mindworx Academy Online masterclass platform featuring world-leading experts as instructors, offering courses on consumer psychology and behavioral economics to professionals globally.
• InsideBE Behavioral economics hub and content platform aggregating courses and business case studies from leading experts and consultants in the field, accessible through insidebe.com.
• The Hidden YES (book) Published book from Mindworx exploring behavioral insights and consumer psychology principles for business applications, distributed via thehiddenyes.com.

Quantifiable outcome

• 167% increase in travel insurance conversions
• +11 more outcomes

Named customers23 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered flagship, minor and core.

• Mindworx AcademyflagshipOthersOnline masterclass platform co-founded by Mindworx, providing behavioral economics education from world-leading experts. Thousands of professionals enrolled globally.
• InsideBEflagshipOthersLargest hub for behavioral economics courses and business case studies from leading experts in the field. Launched as a worldwide initiative by Mindworx.
• LuducraftsminorStrategic or Co-development PartnerGamification consultancy led by Oliver Simko (Mindworx advisor). Has completed 90+ projects for clients including Sygic, Microsoft, Telekom, and Erste Group. Oliver organizes hackathons developing serious games for teachers.
• Des McCabe - Licensing ConsultantcoreImplementation/ SI/ Consulting PartnerWorld's number one licensing specialist with 12+ years helping businesses create global communities of licensees. Serves as licensing advisor to Mindworx program.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• BEworks: A behavioral economics consultancy applying behavioral science to business problems in financial services, retail, and health. Direct peer in offering consumer psychology advisory, training, and applied research for large enterprises.
• The Decision Lab: Behavioral science consultancy that advises organizations on applying behavioral insights to strategy, marketing, and policy. Directly comparable in mission (applying behavioral science to business decisions) and customer base (large enterprises, financial sector).
• Irrational Labs: Behavioral science design consultancy combining academic research with product and marketing experimentation. Comparable in applying behavioral economics to conversion, engagement, and product design for digital-first enterprises.
• Influence at Work (Cialdini): Robert Cialdini's consulting and training firm built around the science of persuasion and influence. Direct comparable in monetizing behavioral science through corporate training, keynotes, and consulting engagements.

Emerging players

• Nielsen Norman Group: UX research and training firm offering corporate training, certification, and advisory for product managers and digital professionals. Closely comparable audience (PMs, digital sales, CX teams) and content overlap on design thinking and customer research.
• CXL: Conversion optimization training, research, and consulting for marketing teams. Comparable in training program model, mid-market and enterprise audience, and focus on measurable conversion and customer experience improvement.
• Winning by Design: B2B sales methodology and training firm offering workshops, certification, and advisory for SaaS and enterprise sales teams. Comparable in productized sales training programs and global licensee-style partner network.
• Beyond Philosophy: Customer experience consultancy applying behavioral science to CX strategy, training, and advisory for financial services and other regulated industries. Comparable in applying behavioral science to customer engagement for large enterprises.

Broad incumbents

• McKinsey & Company: Global management consultancy with consumer insights and behavioral science practices serving financial services and telecom. Broad incumbent that competes for similar enterprise consulting budgets, though behavioral science is one of many capabilities.
• Bain & Company: Global management consultancy with deep financial services and customer strategy practices. Comparable in serving the same blue-chip banking and insurance clients on marketing, sales, and customer engagement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MINDWORX_Consulting/featured
• LinkedInlinkedin.com/company/mindworx-behavioural-consultancy
• Xx.com/mindworx_net
• Facebookfacebook.com/mindworx2014

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 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 Mindworx