Color Code

What Color Code does

Color Code International, LLC (founded 1998 by Taylor Hartman, PhD, and operated through parent Novus, LLC) sells a motive-based personality assessment system that classifies individuals into four color types — Red (Power motive), Blue (Intimacy motive), White (Peace motive), and Yellow (Fun motive). The core product is a personality test delivered online, available as a free basic analysis or a $39.95 paid full analysis producing a 14+ page customized report. The methodology differentiates itself from behavior-only tools such as Myers-Briggs and DiSC by using earliest childhood memories to identify an innate Driving Core Motive (DCM), and is trademarked and copyrighted.

The company monetizes through four primary streams: (i) individual assessment purchases (freemium + one-time $39.95 paid report), (ii) recurring B2B subscriptions for team leadership — Team Builder Pro at $997/year and HRassist at $1,497/year — that bundle multiple assessments with dashboards and onboarding tools, (iii) professional services including keynote speaking, team-building workshops, and a two-day Trainer Certification Program that licenses independent trainers to deliver the Interpersonal Skills Workshop, and (iv) a $1,500 secondary-school sponsorship program under the "Getting It!" SEL sub-brand. Go-to-market is hybrid: a product-led freemium funnel drives individual buyers online, while a sales-led enterprise motion and a global channel of certified independent trainers (in the US, Canada, China, Denmark, Sweden, and South Africa) handle organizational and education customers.

Color Code serves five distinct segments — business teams and organizations (primary), individuals seeking personal development, certified trainers and coaches, secondary schools, and higher-education institutions — and reports millions of individual users, 10,000+ small-business customers, and an enterprise roster that historically includes Microsoft, Kroger, Nordstrom, Lockheed Martin, Marriott, Wells Fargo, 3M, Raytheon, Allstate, Bath & Body Works, and the US Air Force. The company is privately held by Novus, LLC, has no disclosed venture or institutional funding, and operates with 11–50 employees from Midvale, Utah.

Name

Color Code

Legal name

Color Code International, LLC

Website

https://colorcode.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Color Code International sells a trademarked, motive-based personality assessment (Red/Blue/White/Yellow) for individuals, B2B team subscriptions, certified trainer licensing, and SEL programs, serving consumers, enterprises, trainers, and schools globally.

Ownership category

akta.pro rank

Product category

Personality Assessment Services

NAICS

Professional and Management Development Training (611430)

akta.pro primary industry

Corporate Learning & Training Content Development (EDAGAKAC)

akta.pro secondary industry

Social-Emotional Learning (SEL) & Emotional Regulation Programs (EDAMAIAC)

Keywords

• Personality assessment system
• Team building workshops
• Behavioral assessment tools
• Trainer certification programs
• HR leadership tools

Headquarters

HQ city

Midvale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Individual Personality Assessments: One-time purchase of personality assessment reports. Basic analysis is free; Full Comprehensive Analysis is $39.95 per individual.
2. Team Subscription Plans: Annual subscription plans for team leadership including Team Builder ($497/year), Team Builder Pro ($997/year), and HRassist ($1,497/year). These include multiple assessments, dashboards, and team management tools.
3. Training & Certification Services: Keynote speaking, team building workshops, and Trainer Certification programs. Certified trainers pay for licensing and receive facilitator materials. Two-day Trainer Certification Course for organizations or individuals.
4. Educational Sponsorships: Sponsorship program for secondary schools at $1,500, including banner advertising and comprehensive training packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Color Code provides a motive-based personality assessment system that classifies individuals into four color types (Red, Blue, White, Yellow) based on their Driving Core Motive (DCM). The company sells individual assessment reports, tiered team-management subscriptions (Team Builder, Team Builder Pro, HRassist), a secondary school SEL program called Getting It!, trainer certification courses, and delivers keynote speaking, workshops, and online training events through its own training center and a global network of certified independent trainers.

Product overview

Color Code offers a personality assessment system built around four color types (Red, Blue, White, Yellow) driven by core motives (Power, Intimacy, Peace, Fun). The core product is the Color Code Personality Test, available as a free Basic Analysis or paid Full Analysis ($39.95). For organizations, the platform offers tiered team solutions: Team Builder (free administrative dashboard), Team Builder Pro ($997/year with enhanced tools), and HRassist ($1,497/year for HR leaders with 40+ assessments and onboarding tools). The Trainer Certification Program enables individuals and organizations to deliver the Interpersonal Skills Workshop internally or as certified trainers for profit. Educational offerings include 'Getting It!' (a secondary school SEL program) and university partnerships with discounted rates. Training services encompass keynote speaking, team building workshops, and online workshops. The company also offers school sponsorship programs ($1,500). The system is positioned as differentiating from other personality assessments like Myers-Briggs and DiSC by identifying driving core motives rather than just behaviors.

Differentiator

Problem solved

Functional benefit

Brands

• Color Code Training Center: Professional training division providing workshops, keynote speeches, and team building services for organizations.
• Getting It!
• Team Builder
• Team Builder Pro
• HRassist
• Trainer Certification Program

Products and services

• Color Code Personality Test The core personality assessment that categorizes individuals into four color types (Red, Blue, White, Yellow) based on driving core motives. Available in a free Basic Analysis version and a paid Full Analysis version ($39.95) with a 14+ page customized report, strengths, limitations, secondary colors, and personal/professional development resources.
• Self Helper A self-development resource for individuals using Color Code personality insights to help them understand their strengths, limitations, and how to leverage their personality for success at home and at play.
• Relationship Creator A resource helping users understand how different Color Code personality types interact, improving relationships with spouses, children, and colleagues through motive-based insights.
• Team Builder A free administrative dashboard for team leaders to invite team members to take the Color Code personality assessment via custom links and view individual results in real time.
• Team Builder Pro A paid team management platform ($997/year) providing a Private Team Dashboard, up to 3 Private Team Links, 25 assessments, 40% discount on additional assessments, quarterly self-led 60-minute team building activities, Managing By Motive Masterclass, Operational Role Fit Guide, Team Logo Upload, and Team Wall Poster.
• HRassist An HR-focused platform ($1,497/year) providing 40 full assessments, unlimited additional assessments at 40% off, interview and onboarding guidance, team facilitation tools, motive-based leadership coaching insights, and a Team Dashboard with 3 Team Links for hiring, onboarding, and management.
• Trainer Certification Program A two-day certification course that trains individuals and organizations to deliver the Color Code Interpersonal Skills Workshop internally or as certified independent trainers for profit, including Facilitator Guidebook, PowerPoint presentation, team building activities, and access to online Trainer Tools.
• Interpersonal Skills Workshop The flagship Color Code workshop teaching motive-based interpersonal skills, communication strategies, and relationship-building techniques. Available through certified trainers or internal corporate training for enterprise clients.
• Keynote Speaking Services Speaking services for large conferences and smaller groups, typically one-hour keynote speeches incorporating visuals, humor, and illustrative movie clips.
• Team Building Workshops Half- to full-day facilitated workshops and team building events for private clients, including visuals, activities, and hands-on competitions tailored to client objectives.
• Online Workshop Public online events delivered as half-day webinars or multi-week sessions (60-90 minutes each) with homework, including workbooks, Code Cards, personality assessments, and audio materials.
• Getting It! A secondary school Social and Emotional Learning (SEL) program consisting of two units: 'Getting Yourself' (self-awareness and self-esteem) and 'Getting Others' (perspective-taking and relationship improvement), with a 10-page student report on study habits, career paths, and relationships.
• School Sponsorship Program A sponsorship program ($1,500) providing banner advertising linked to sponsor sites, 25 comprehensive assessments, 1-hour custom business training, and educational materials for sponsored secondary schools.

Quantifiable outcome

• 50% decline in conflict instances in offices using Color Code for student leadership programs
• +3 more outcomes

Named customers17 records

Segments5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Myers-Briggs Company: The Myers-Briggs Company is the dominant personality assessment provider for workplace and individual use. Directly comparable to Color Code in product category (personality assessment), customer base (enterprises, trainers, individuals), and B2B/B2C distribution model.
• Wiley (Everything DiSC): Wiley's Everything DiSC is one of the most widely adopted workplace personality assessments globally. Competes head-to-head with Color Code in the team development, leadership, and communication-training segments and uses a similar four-style typology.
• Gallup (CliftonStrengths): Gallup's CliftonStrengths is the leading strengths-based assessment used by enterprises for leadership development and team building. Comparable to Color Code in target buyer (HR/L&D), use case (team development), and monetization (per-seat pricing).
• Hogan Assessments: Hogan Assessments provides personality assessments focused on workplace performance, leadership, and hiring — overlapping with Color Code's HRassist and team solutions at the enterprise level.
• Predictive Index: Predictive Index offers behavioral and cognitive assessments for hiring, team alignment, and leadership — directly competing with Color Code's HRassist use case and enterprise HR buyers.
• Insights Discovery: Insights Discovery uses a four-color personality typology (similar colors to Color Code) for team development and leadership training. Directly comparable in methodology, customer segment, and certified-trainer distribution model.

Emerging players

• 16Personalities: 16Personalities is a free online personality assessment that attracts millions of users globally. Competes with Color Code for individual/B2C attention in the same category, though less focused on enterprise training.
• Truity: Truity offers online personality assessments including Enneagram and DISC variants, with a freemium-to-paid conversion model mirroring Color Code's individual assessment funnel.

Broad incumbents

• FranklinCovey: FranklinCovey is a broad corporate training and leadership development firm (The 7 Habits, etc.). Competes with Color Code for the same enterprise training budgets and team development engagements.
• Korn Ferry: Korn Ferry is a global organizational consulting firm with personality assessments, talent management, and leadership development offerings. Overlaps with Color Code in HR buyer use cases and enterprise training delivery.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/colorcodefan
• LinkedInlinkedin.com/company/color-code-international
• Pinterestpinterest.com/colorcode

Revenue estimate

Valuation estimate

Number of profiles

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 Color Code