Master Danmark

What Master Danmark does

Master Danmark A/S is a Danish psychometric assessment company founded in 1985 by Bjarne Mønster and headquartered in Birkerød, with a second regional office in Lystrup. It operates as a subsidiary of Master International A/S and serves more than 600 Danish companies plus a global partner network spanning 170+ countries. The company sells a portfolio of eight proprietary test tools — OPTO and MPA personality tests, ACE and CORE cognitive tests, the EASI typology, the BRIGHT service test, Leadership 360, and the OPTO+ Leadership report — all delivered through the Master People Platform (internally referenced as METIS), a web-based application that handles test distribution, respondent management, result comparison, advanced analysis, and visual reporting. Tests are developed and maintained by in-house psychologists, psychometricians and data experts, and the MPA test holds British Psychological Society certification while the broader portfolio aligns to European Federation of Psychologists' Associations (EFPA) Test Review Guidelines.

Master Danmark monetises through three revenue streams: recurring platform/test subscriptions priced on a quote basis, one-time certification courses that train HR practitioners to administer and interpret each test tool, and consulting services billed at 1,500 DKK per hour ex. VAT. Go-to-market is sales-led within Denmark (named sales executives and a regional manager drive direct enterprise deals), supplemented by a self-serve portal at app.master-hr.com, content marketing (an Insights blog, downloadable templates and whitepapers, a monthly newsletter, and webinars), and SEO. Distribution outside Denmark is handled by Master International partner offices in Germany, Poland, Norway, Sweden, Finland, Austria, Mexico and Southern Africa, which distribute locally adapted, native-language versions of the test suite with country-specific norm groups. The customer base spans HR departments in companies of all sizes and industries — disclosed logos include DSB (Danish State Railways), KPMG Denmark, the Danish Business Angel Network (DanBAN), and Tange Gruppen — and the company is differentiated primarily by its 40-year track record, BPS/EFPA-validated test design, continuously updated Danish norm groups, and ISAE 3000 Type 2 GDPR assurance, rather than by technology disruption.

Name

Master Danmark

Legal name

Master Danmark A/S

Website

https://master.dk

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Psychometric Assessment & HR Testing Software

NAICS

Other Scientific and Technical Consulting Services (54169)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Personality & Behavioral Assessments (BPACAMAC)

akta.pro secondary industries

Cognitive Ability & General Intelligence Testing (BPACAMAB), People Analytics, Assessment & Psychometrics Consulting (BPAHAGAH), Psychometric Test Publishing & Norming / Validation Services (BPACAMAG)

Keywords

• Psychometric assessment tools
• HR consulting services
• Employee recruitment testing
• Leadership development programs
• People analytics platform

Headquarters

HQ city

Birkerød

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Psychometric Test Licenses/Subscriptions: Companies access Master Danmark's test tools via their web-based platform. Tests are sent to candidates/employees, results are compared, and reports are generated. Revenue is generated through platform access, test administration, and reporting — likely on a per-use or subscription basis tied to the number of test-takers or users.
2. Certification Courses: Master Danmark offers certification courses for their various test tools (OPTO, MPA, ACE, EASI, BRIGHT, Leadership 360). Participants can optionally take the test themselves as part of training. Revenue generated through course fees.
3. Consultant Services: Tailored consulting services helping companies develop strong leaders, optimize team collaboration, and ensure the right match in the recruitment process. Priced at 1500 DKK per hour ex. VAT per their data processing agreement.
4. Data Processing Agreement Services: Any services from Master Danmark A/S as described in the data processing agreement (Standard Contractual Clauses) are billable at an hourly rate of 1500 DKK ex. VAT, as stated in their auditor declaration.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Master Danmark sells a portfolio of BPS- and EFPA-registered psychometric tests (OPTO personality, MPA mental toughness, ACE competency, CORE values, EASI emotional intelligence, BRIGHT cognitive ability, Leadership 360 and OPTO+ Leadership) that are delivered to Danish employers through the Master People Platform (METIS) for use in recruitment, talent development, team analysis and leadership feedback. The company complements the platform with paid BPS Test User certification courses and Senior People Consultant advisory services.

Product overview

Master Danmark offers a portfolio of psychometric assessment tools for recruitment and development. The core offering consists of personality tests (OPTO and MPA), cognitive tests (ACE and CORE), a typology (EASI), a service test (BRIGHT), and leadership tools (Leadership 360 and OPTO+ Leadership). These are delivered through the Master People Platform, a web-based testing and analytics platform that supports test administration, result comparison, advanced analysis, and report visualization.

Differentiator

Problem solved

Functional benefit

Brands

• OPTO: Personality test measuring work-related behavior and performance
• MPA
• ACE
• CORE
• EASI
• BRIGHT
• Leadership 360
• OPTO+ Leadership
• Master People Platform

Products and services

• OPTO Personality Test

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Master International A/ScoreStrategic or Co-development PartnerMaster International A/S is the parent company that develops and maintains the Master People Platform (METIS) and owns all Master test brands (OPTO, MPA, ACE, CORE, EASI, BRIGHT, Leadership 360, OPTO+ Leadership). Master Danmark A/S is a subsidiary operating in Denmark under the Master International umbrella.
• Master Management PolandcoreChannel Partner/ Reseller/ DistributorMaster's solutions are used globally with partners in over 170 countries. Master Management Poland distributes Master psychometric tests locally in Poland with locally adapted norms and language.
• Master Deutschland (Germany)coreChannel Partner/ Reseller/ DistributorGermany partner office distributing Master tests locally with German-language adapted versions and local norm groups.
• Master Norway (Norge)coreChannel Partner/ Reseller/ DistributorNorway partner office distributing Master tests locally with Norwegian-language adapted versions and local norm groups.
• Master Sweden (Sverige)coreChannel Partner/ Reseller/ DistributorSweden partner office distributing Master tests locally with Swedish-language adapted versions and local norm groups.
• Master Finland (Suomi)coreChannel Partner/ Reseller/ DistributorFinland partner office distributing Master tests locally with Finnish-language adapted versions and local norm groups.
• Master MexicominorChannel Partner/ Reseller/ DistributorMexico partner office distributing Master tests locally in the Latin American market with Spanish-language adapted versions.
• Master Austria (Österreich)minorChannel Partner/ Reseller/ DistributorAustria partner office distributing Master tests locally with German-language adapted versions for the Austrian market.
• Master Southern AfricaminorChannel Partner/ Reseller/ DistributorSouthern Africa partner office distributing Master tests in the African market.
• British Psychological Society (BPS)coreStrategic or Co-development PartnerBPS certifies and registers Master Danmark's MPA personality test, validating its psychometric quality against UK standards. BPS accreditation is a recognized quality mark for occupational testing in the UK and internationally.
• European Federation of Psychologists' Associations (EFPA)coreStrategic or Co-development PartnerEFPA has developed Test Review Guidelines that Master International uses as a framework for describing and evaluating its psychological tests. EFPA's standards are referenced as the benchmark for test quality internationally.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Pymetrics: AI-driven soft-skill assessment platform using neuroscience-backed game-based tests for hiring. Represents the AI-native disruption to traditional norm-group psychometric providers like Master Danmark.
• TestGorilla: Cloud-native pre-employment assessment platform offering cognitive, personality, and skills tests with transparent self-serve pricing. Emerging alternative to traditional psychometric vendors like Master Danmark in the SMB and mid-market segment.
• Traitify: Visual, mobile-first personality assessment platform for high-volume hiring. Overlaps with Master's personality tests (OPTO/MPA) but targets faster, more consumer-grade use cases in mid-market and volume recruitment.

Direct peers

• AssessFirst: European provider of personality, motivation, and cognitive assessments for recruitment and development. Direct peer in product offering, HR buyer profile, and European market positioning.
• Thomas International: Offers personality (PPA), aptitude (GIA), and behavioral assessments for hiring and development. Closely comparable product mix to Master's OPTO/MPA/ACE/CORE and similar HR-department buyer profile.
• Hogan Assessments: Provider of personality assessments (HPI, HDS, MVPI) widely used in leadership selection and development. Directly comparable to Master's OPTO, MPA, and Leadership 360 tools in target customer (HR/L&D) and methodology.
• Clevry (formerly Criterion Partnership): UK-originated psychometric assessment provider with personality, ability, and values tests used in recruitment and development. Closely aligned with Master Danmark's test methodology and BPS-quality orientation.
• Cubiks (Criteria Corp): Provider of psychometric assessments for talent acquisition and development with cognitive, personality, and situational judgment tests. Closely comparable test portfolio to Master Danmark's OPTO/MPA/ACE.

Broad incumbents

• Aon Assessment Solutions: Aon's assessment solutions division delivers psychometric testing and talent analytics for global enterprises. Overlaps with Master Danmark's recruitment and leadership assessment offerings but at significantly broader scope and scale.
• SHL (CEB/Gartner): Global leader in psychometric assessments and talent measurement for recruitment and development. Competes directly with Master Danmark's OPTO/MPA/ACE across enterprise HR but operates at much larger scale across dozens of countries.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/masterdanmark
• Facebookfacebook.com/MasterDanmark

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Master Danmark