Real Colors

What Real Colors does

Real Colors, operated by the National Curriculum and Training Institute, Inc. (NCTI), is a Phoenix-based personality assessment and training company. NCTI has been operating since 1981; the Real Colors brand and its four-color temperament instrument (Blue, Gold, Green, Orange) were developed in 1993, with the methodology tracing back through Jung and the Myers-Briggs Type Indicator to ancient Hippocratic temperament theory. The company sells paper-based and virtual versions of the instrument in multiple languages (English, Spanish, Mandarin Chinese) and specialized variants (Adult, Youth, Criminal Justice Adult, Criminal Justice Youth), delivered through a gated network of Certified Facilitators rather than direct-to-consumer.

The product portfolio centers on the four-hour Foundational Workshop and is extended by four Advanced Modules (Real Applications, Real Solutions, Real Teams, Real Leadership), the RealColors.me participant portal for accessing personalized results and certificates, resource books (Home Owner's Guide, Real Parenting, Real Relationships), and branded merchandise. Revenue is generated through a hybrid model: one-time purchases of personality instruments and workshop registrations, annual subscription memberships via Keep Real Colors Alive (the only recurring stream), facilitator certification training delivered both in-person at regional U.S. venues and virtually via Zoom, and direct e-commerce sales of merchandise. All instruments and facilitator materials are sold exclusively through Certified Facilitators, while individual consumers can register for open-enrollment virtual workshops.

Real Colors serves a vertical mix of business/corporate clients (primary segment), government agencies, education (K-12 and universities), cooperative extension programs, non-profits, consultants, and workforce development organizations, using a hybrid go-to-market that combines direct enterprise sales, self-serve individual registrations, and an indirect channel via Certified Facilitators who deliver workshops within their own organizations. The company holds multiple registered trademarks (including REAL COLORS Reg. No. 1,927,673) and licenses core methodology from affiliate Real Colors Holdings, Inc.

Name

Real Colors

Legal name

National Curriculum and Training Institute, Inc.

Website

https://realcolors.org

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Real Colors, a Phoenix-based personality assessment and training company operated by NCTI, offers a four-color temperament instrument (Blue, Gold, Green, Orange), Foundational Workshops, Advanced Modules, and facilitator certification programs serving corporate, government, education, and non-profit clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations

Revenue model

1. Personality Instrument Sales: Sale of Real Colors Personality Instruments (paper-based and virtual/digital versions) in multiple languages (English, Spanish, Mandarin Chinese) and versions (Adult, Youth, Criminal Justice). Only available to Certified Facilitators.
2. Certification Training Programs: Revenue from facilitator certification training programs offered both in-person at regional locations across the U.S. and virtually via ZOOM. Training includes $250 promotional credit for product purchases and 6-month subscription to Keep Real Colors Alive.
3. Advanced Module Content: Sales of Facilitator Guides and Workbooks for Advanced Modules (Real Applications, Real Solutions, Real Teams, Real Leadership) to Certified Facilitators.
4. Workshop Registrations: Fees charged for individual participants attending virtual Real Colors Foundational Workshops and professional development programs (Leadership Cohorts, Emotional Intelligence, Providing Feedback workshops).
5. Keep Real Colors Alive Memberships: Annual subscription memberships providing ongoing activities and content for Certified Facilitators and Team Leaders to maintain engagement after initial workshops. Regularly updated with new content.
6. Resource Books and Merchandise: Sales of resource books (Home Owner's Guide, Real Parenting, Real Relationships) and merchandise (wristbands, stickers, socks, pens, tumblers) through the online shop.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Real Colors sells a four-color temperament-based personality assessment instrument and accompanying interactive workshop training programs that help individuals and organizations improve communication, strengthen relationships, and build team cohesion. The company also certifies external facilitators who deliver Real Colors workshops within their own organizations, and offers ongoing subscription content, advanced training modules, facilitator guides, workbooks, and branded merchandise.

Product overview

Real Colors is a personality assessment and workshop training system offered by NCTI (National Curriculum and Training Institute). The core offering consists of the Real Colors Personality Instrument—a four-color temperament assessment (Blue, Gold, Green, Orange)—paired with the Real Colors Foundational Workshop. Additional products include Advanced Modules (Real Applications, Real Solutions, Real Teams, Real Leadership) and Keep Real Colors Alive Memberships for ongoing engagement. The ecosystem includes RealColors.me participant portal, Facilitator Guides & Workbooks, Certification Training for facilitators, Round Table Discussions, and branded merchandise. Delivery modes include in-person workshops at various U.S. locations and virtual sessions via Zoom.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Colors Personality Instrument NCTI's proprietary four-color temperament assessment tool that identifies personality types (Blue, Gold, Green, Orange). Available in multiple formats: Adult English, Adult Mandarin Chinese, Adult Spanish, Criminal Justice Adult, Criminal Justice Youth, Youth English, Youth Spanish, and Virtual versions. Sold exclusively to Certified Facilitators.
• Real Colors Foundational Workshop A four-hour interactive workshop where participants discover their Real Colors personality type, learn communication skills, and gain tools to build better relationships in personal and professional settings. Delivered in-person at regional U.S. locations and virtually via Zoom.
• Real Colors Advanced Modules Four themed workshop modules (Real Applications, Real Solutions, Real Teams, Real Leadership) providing 4-6 hours of additional content each. Built on foundational concepts, they address professional development goals such as communication, stress management, team building, and leadership skills.
• Keep Real Colors Alive Memberships Annual subscription service providing ongoing activities and content to maintain Real Colors momentum in organizations. Available in two tiers: Certified Facilitator Memberships (30-60 minute topical activities) and Team Lead Memberships (shorter activities, meeting starters, engagement content).
• Facilitator Guides & Workbooks Support materials for facilitators including the Real Colors Certification Handbook, and individual module guides and workbooks for Real Applications, Real Solutions, Real Teams, and Real Leadership workshops.
• RealColors.me Participant Portal A personalized web portal for workshop participants to access their color results, download certificates, share their Primary Color on social media, explore color-specific resources, and print workshop certificates and license plates.
• Real Colors Certification Training Intensive facilitator certification program enabling participants to deliver Real Colors workshops (Foundational, Advanced Modules, and Keep Real Colors Alive). Includes $250 product credit, 6-month Keep Real Colors Alive subscription, and the Certification Handbook. Available in-person at various U.S. locations and virtually via Zoom.
• Real Colors Round Table Discussions Monthly virtual discussion sessions exclusively for Certified Facilitators. Free peer-learning conversations on various Real Colors topics and facilitation challenges, held via Zoom.
• Real Colors Branded Merchandise Branded merchandise including 'What are your Real Colors?' wristbands, Primary Color stickers, Real Colors geometric socks, Real Colors pens, and stainless steel tumblers.

Quantifiable outcome

• Hundreds of thousands of people have used Real Colors to improve communication skills, boost confidence and open door to new understanding
• +2 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Real Colors Holdings, Inc.coreOEM/ Whitelabel/ Licensing PartnerReal Colors Holdings, Inc. is an Affiliate of NCTI that has licensed the rights to use, market, produce and sell the Real Colors Personality Instruments to NCTI. This is a core intellectual property licensing relationship where Real Colors Holdings owns the underlying brand and methodology that NCTI distributes and delivers through its training programs.
• CRCB, Inc.minorOthersCRCB, Inc. is listed as a non-NCTI partner (Affiliate) with whom NCTI has shared personal information in the past twelve months to help draft emails to customers offering additional goods and services and to assist with marketing decisions.
• UNLV (University of Nevada, Las Vegas)minorOthersVenue partner for Real Colors Certification Training events held at UNLV campus location at 4505 S. Maryland Parkway, Las Vegas, Nevada 89154.
• Emory Continuing EducationminorOthersVenue partner for Real Colors Certification Training events held at Emory Continuing Education location at 2635 Century Pkwy NE, Atlanta, Georgia 30345.
• University of Illinois ExtensionminorOthersVenue partner for Real Colors Certification Training at 700 S Airport Dr., Springfield, Illinois 62707.
• First Electric CooperativeminorOthersVenue host for Real Colors Certification Training at 1 Cooperative Way, Little Rock, Arkansas 72209.
• Governor's Crime Commission BuildingminorOthersVenue host for Real Colors Certification Training at 1201 Front Street, Raleigh, North Carolina 27609.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CliftonStrengths (Gallup): Gallup's strengths-based assessment is widely used for corporate leadership development, team building, and communication training - directly overlapping with Real Colors' workplace use cases and adjacent audience of HR and L&D buyers.
• The Myers-Briggs Company: Commercializes the MBTI personality framework - directly comparable to Real Colors' temperament-based assessment methodology that explicitly traces lineage to Jung and Myers-Briggs theory. Both sell certificates, workshops, and facilitator-licensed instruments to organizations and individuals.
• Insights Discovery: Personality assessment using a four-color system (similar colors to Real Colors) combined with workshops and a global certified facilitator network. Operates as a direct competitor in the corporate training and team-building space.
• The Predictive Index (PI): Talent optimization platform that includes behavioral assessment tools for hiring, team building, and leadership development. Directly competes with Real Colors in workplace personality assessment and team communications.
• TRACOM Group: Provider of behavioral assessments and social intelligence training used for team building, leadership development, and workplace communication - closely comparable to Real Colors' workshop-led training and facilitator ecosystem.
• Hogan Assessments: Provides personality assessments used for leadership development, team effectiveness, and organizational improvement. Competes with Real Colors in the enterprise personality assessment market, particularly for leadership and executive development use cases.
• Wiley (Everything DiSC): Provider of the DiSC personality assessment with a similar trainer/certification-led distribution model. Competes directly with Real Colors in the corporate training and team-building market using a four-quadrant personality framework.

Broad incumbents

• VitalSmarts (Crucial Learning): Broader corporate training provider offering communication, influence, and leadership workshops. While not a single-assessment company, it competes for the same organizational training budget and addresses overlapping pain points.
• Ken Blanchard Companies: Established leadership and organizational development training company with a certified facilitator network. Competes with Real Colors for leadership development and corporate training budgets across multiple verticals.

Emerging players

• PeopleKeys: DISC-based assessment and training provider with a similar workshop and certification distribution model. Targets small and mid-sized organizations with bundled assessment products and facilitator training.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RealColorsOrg

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 Real Colors