Ministry Insights International

What Ministry Insights International does

Ministry Insights International is a private, bootstrapped faith-based personality assessment company founded in 2001 by Rodney Cox and headquartered in Scottsdale, Arizona, with a secondary office in Russellville, Tennessee. The company is led by Cox as Founder, President, and CEO, alongside co-founder Beth Cox, and operates with a small team of 1–10 employees. The flagship product is the patented Leading From Your Strengths (LFYS) assessment — a 15-minute online questionnaire that generates a 20-page personalized PDF report for each respondent. The underlying technology is built on a long-standing partnership with Target Training International, and the questionnaire is currently available in 30+ languages, with report delivery in English and Spanish. The product is co-authored with John Trent Ph.D., John Michael Ph.D., and Eric Tooker J.D.

The company's primary customer segment is church teams and ministry leaders, with secondary use cases for couples, marriages, and small groups. To date, over 750,000 individuals and thousands of churches have used the assessment. Revenue is generated through multiple streams: direct assessment sales at $29–$398 per product, a certified trainer program that drives indirect distribution, books and curriculum, and conferences/events. The business model is predominantly volume-based and SMB/long-tail, with a distributed certified-trainer network reselling and facilitating assessments in local ministry contexts. International distribution has been active since 2008, reaching Australia, South Africa, the United Kingdom, and Ireland.

The company has remained privately held and bootstrapped throughout its 24-year history, with no disclosed external funding rounds, acquisitions, or M&A activity. Recent activity has focused on product-line extension rather than scale investment, including the 2022 launch of the Strong Teams Starter Pack, QuickStrengths, and a company podcast. The combination of a patented core product, a 24-year operating history, and a mature certified-trainer channel defines the company's current position in the market.

Name

Ministry Insights International

Legal name

Ministry Insights International, Inc.

Website

https://ministryinsights.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Ministry Insights International provides faith-based personality assessments and team development tools to churches, ministry leaders, couples, and small groups through its patented Leading From Your Strengths platform and a certified trainer network.

Ownership category

akta.pro rank

Product category

Behavioral Assessment Services

NAICS

Management, Scientific, and Technical Consulting Services (5416), Other Management Consulting Services (541618)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

Personality & Behavioral Assessments (BPACAMAC)

akta.pro secondary industries

Emotional Intelligence, Motivation & Culture-Fit Assessments (BPACAMAI), People Analytics, Assessment & Psychometrics Consulting (BPAHAGAH)

Keywords

• Behavioral assessment services
• Personality profiling
• Team building assessments
• Marriage assessment tools
• Ministry leadership development

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Assessment Product Sales: The company sells individual and team behavioral assessments on a per-unit basis through its e-commerce storefront. Primary products include the Leading From Your Strengths Assessment ($35), Marriage Insights Assessment, Position Insights Assessment, and QuickStrengths Assessment ($29.95). Assessments are delivered online and include instant PDF report delivery.
2. Certification Programs: Ministry Insights offers Level 1 Certification ($398) as a self-paced online training course that includes graded testing, downloadable support resources, two Leading From Your Strengths Assessments, an E-Book, certification workbook and videos, and an online examination. Certification provides ongoing benefits including 20% discount on future profile orders.
3. Book and Curriculum Sales: Sale of physical books, e-books, and curriculum products including the Leading From Your Strengths Book ($9.99), Leading From Your Strengths E-Book ($7.99), Different by Design Curriculum DVD set ($50.70), Different by Design Bundle ($77.94), Love and Money Book ($14.95), Parenting from Your Strengths ($14.99), and 210 Project products. Books are fulfilled through Amazon and BookBaby.
4. Conference and Event Services: Revenue generated from hosting and presenting conferences including the annual Equipping Conference, Different By Design Marriage Conference, and Love and Money One Day Event. Events are hosted at local churches and the annual Equipping Conference venue. Conferences include the Love and Money One Day Event at COW College 2020 at the Ritz Carlton Orlando.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Ministry Insights International sells faith-based behavioral/personality assessments built on a patented personality profiling system. Its flagship product, the Leading From Your Strengths assessment, generates personalized 20-page reports measuring four behavioral dimensions (problem solving, processing information, managing change, facing risk). The company also offers companion assessments for marriages, hiring, and small groups, plus books, certification programs for trainers, and live conferences.

Product overview

Ministry Insights International offers a strengths-based behavioral assessment platform with the Leading From Your Strengths Assessment at its core, supplemented by certification programs, hiring tools, marriage and family resources, and small group materials. The core Leading From Your Strengths Assessment delivers personalized 20-page reports measuring four behavioral dimensions (problem solving, processing information, managing change, facing risk) through a proprietary patented questionnaire system. The platform spans multiple product lines: team assessment products (Position Insights, QuickStrengths, Strong Teams Starter Pack), marriage enrichment tools (Marriage Insights, Different by Design Curriculum/Bundle, Love and Money), family resources (Parenting from Your Strengths), small group programs (210 Project, Building Intimacy), and professional certification. All products leverage the same foundational behavioral assessment methodology adapted for different contexts. The company also provides onsite conferences, a podcast, and downloadable books/workbooks as complementary resources.

Differentiator

Problem solved

Functional benefit

Brands

• Leading From Your Strengths: Core assessment product for leadership and team development based on strengths-based personality profiling.
• Position Insights
• QuickStrengths
• Marriage Insights
• Different By Design
• Love and Money
• 210 Project
• StrongTeams.com Podcast

Products and services

• Leading From Your Strengths Assessment Primary 15-minute online behavioral assessment delivering a comprehensive 20-page personalized PDF report covering natural strengths, communication preferences, leadership motivation, and the Ministry Insights Wheel. Available in English and Spanish.
• Leading From Your Strengths Level 1 Certification Self-paced online certification course with graded testing, two assessments, e-book, certification workbook, videos, and online examination. Certifies trainers, coaches, pastors, and consultants.
• Position Insights Assessment 12-page report completed by recruiting teams to define behavioral demands of a specific job position. Helps hiring managers compare candidates' strengths to position requirements for improved hiring and retention.
• QuickStrengths Assessment Brief one-page analysis providing summary of individual strengths, communication styles, and ideal work environment. Designed for screening job applicants and new hires.
• Marriage Insights Assessment 24-page personalized report for couples examining individual and relational strengths in marriage. Includes keys to communication, motivators, and action plans for building oneness.
• Love and Money Book Book by Rodney Cox and Don Blanton addressing how communication and finances impact marriages. Helps couples understand differences as strengths and build teamwork.
• 210 Project Purpose discovery curriculum helping individuals and small groups uncover unique spiritual DNA through interactive online tools, eight session exercises, and personalized Ministry Action Plan.
• Leading From Your Strengths Conferences Onsite presentations and workshops for groups of any size, equipping Christians to discover and use their strengths in ministry and teams.
• Different by Design Marriage Events Interactive marriage conferences led by Rodney and Beth Cox, guiding couples through exercises to understand and blend their strengths for stronger relationships.
• Love and Money One Day Events

Quantifiable outcome

• 92.1% perceived accuracy rating by users
• +4 more outcomes

Named customers24 records

Segments3 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

Six partnerships are on record, tiered minor and core.

• Ministry Advantage and Ministry AllianceminorStrategic or Co-development Partner · 1 January 2012A special partnership between Ministry Insights, Ministry Advantage, and Ministry Alliance led to the first Activate conference for Christian leaders in 2012. Ministry Advantage provides coaching and training for pastors and church leaders.
• MyRightSomeone.comminorOEM/ Whitelabel/ Licensing Partner · 1 January 2010In 2010, Ministry Insights partnered with MyRightSomeone.com to integrate its profile into their Christian dating site, extending the assessment methodology into the pre-marriage/dating market segment.
• Money*TraxminorStrategic or Co-development Partner · 1 January 2007In 2007, Ministry Insights and Money*Trax partnered to create the Love and Money marriage conference, addressing the intersection of financial management and relationship communication in Christian marriages. Don Blanton, founder and CEO of Money*Trax, co-authored the Love and Money book with Rodney Cox and co-presents the Love and Money One Day Events.
• Drs. Les and Leslie ParrottcoreStrategic or Co-development Partner · 1 January 2004A special partnership with Drs. Les and Leslie Parrott led to the development of the Marriage Insights Profile in 2004 and the creation of the Love Talk Indicator tool. This partnership was subsequently extended to develop the Time-Starved Marriage Profile (2009), Time L.O.V.E. Styles Profile (2009), and Small Group Insights Profile (2010). The Parrotts also wrote the foreword for the Love and Money book.
• Focus on the FamilycoreOEM/ Whitelabel/ Licensing Partner · 1 January 2003Ministry Insights developed its Family Insights Profile and licensed it to Focus on the Family for the creation of their Focus on Your Child product in 2003. This partnership extended the reach of Ministry Insights' assessment methodology into the parenting and family market through Focus on the Family's extensive distribution channels.
• Target Training International (TTI)coreTechnology or Integration · 1 January 2001A special partnership with Target Training International (TTI) during the 1990s led Rodney Cox to use their assessment tools (psychological behavioral inventories) with consulting clients. When TTI leaders discovered Rodney had created technology to better administrate the profile process, together they developed a more advanced system which was patented in 2001. This patented system became the foundation for Ministry Insights' Strengths-Based Profiles.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Hogan Assessments: Hogan is a well-established personality assessment provider serving enterprise leadership development and selection — comparable in scientific rigor, target buyers (HR, executive coaches), and report-based deliverable model.
• Gallup (CliftonStrengths): Gallup's CliftonStrengths is the dominant workplace strengths/behavioral assessment, competing for the same HR and leadership-development dollars that Ministry Insights targets in its corporate-adjacent segments; both sell proprietary behavioral profiling with personalized reports.
• Wiley (Everything DiSC): Wiley's Everything DiSC is a long-established workplace personality assessment used by teams and HR for communication and leadership development, directly comparable in product category and use case to Ministry Insights' LFYS assessment.
• The Predictive Index: PI offers behavioral and cognitive assessments for hiring and team optimization — a SaaS-delivered platform competing for the same leadership-team and people-decision budgets Ministry Insights targets with Position Insights and QuickStrengths.
• The Myers-Briggs Company: Myers-Briggs (MBTI) is an iconic personality-typing instrument used in coaching, team building, and personal development — closely comparable to Ministry Insights' assessment product family in use case and report format.

Direct peers

• Target Training International (TTI Success Insights): TTI is the original co-developer of Ministry Insights' patented profiling system and offers its own suite of behavioral assessments (DISC, motivators, acumen) — a directly comparable psychometric platform and the company's most strategic technology partner.
• Kolbe: Kolbe sells conative/conative-strength assessments used for team building and hiring; it is a comparable strengths-based behavioral assessment product with a similar report-based, per-assessment revenue model.
• Enneagram Institute: The Enneagram Institute sells personality typing tools widely adopted in faith-based and coaching contexts — comparable to Ministry Insights in category, faith-adjacent buyer base, and use cases for personal/spiritual growth and team understanding.

Emerging players

• Crystal Knows: Crystal uses DISC-based personality data to help sales and team members adapt communication; it is a comparable SaaS-delivered personality platform, more modern in UX and tech stack but serving overlapping buyers in sales, leadership, and team development.
• 16Personalities: 16Personalities is a widely used free personality assessment site using the NERIS model; while not a paid B2B platform, it overlaps with Ministry Insights at the consumer/SMB end of the self-understanding market and competes for the same personal-development attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PL7I7EhGyCQZ6TJ8IJupDJq-ATwZC3FkP7
• Xx.com/insights_intl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Ministry Insights International