Master Value People

What Master Value People does

Master International A/S (operating as Master Value People) is a Denmark-headquartered provider of cloud-based psychometric HR assessment solutions, founded in 1985 and serving enterprise and mid-market customers across 170 countries through a network of wholly-owned regional entities and local partners. The company's product ecosystem centers on the Master People Platform — a cloud platform integrating with Workday and Teamtailor — and includes the MPA occupational personality test, ACE and CORE cognitive ability assessments, the EASI behavior and motivation typology, the BRIGHT customer-service screening tool, and the OPTO personality test featuring forced-choice anti-faking technology. All assessments are accredited through BPS, EFPA, and DNV GL, with documented validity and reliability metrics (MPA criterion validity r=0.42–0.44 with job performance, Cronbach's α=0.84, test-retest r=0.83).

The company monetizes through four primary streams: enterprise assessment licenses sold via direct field sales and partner channels (quote-based annual subscriptions), instructor-led practitioner certification programs, a self-serve $199 Talent Acquisition Certificate (TAC) course aligned to ISO 30405, and channel commissions to its global partner network. Customer segments span enterprise organizations (Saxo Bank, IKEA, IF Insurance, MT Højgaard) seeking global HR standardization, HR consulting firms using assessments as billable professional services, and SMB/mid-market buyers (KOLLAB, Vivate, Stay U-nique) adopting assessments through Teamtailor-style integrations. The business is privately held and founder-operated, with 50,000+ certified users and 1.8M+ assessed candidates reported to date; named case-study outcomes include 30% recruitment-process reduction (IF Insurance), 100+ hours saved annually (Saxo Bank), and customer evaluation score improvements from 8.64 to 9.73 using MPA criteria.

The firm's go-to-market is hybrid: direct enterprise field sales for large global accounts, a partner-led channel model in 20+ markets for local implementation and language coverage, and digital self-serve for individual practitioners. Marketing relies on a content-led approach via the Master Insights blog, monthly newsletter, and LinkedIn/Xing presence, with customer case studies as the primary mid-funnel conversion asset. Operational footprint includes the Birkerød headquarters, a US subsidiary in New York, an APAC hub in Hong Kong, and wholly-owned operating entities across Sweden, Finland, Norway, Germany, Switzerland, Austria, Poland, and Spain.

Name

Master Value People

Legal name

Master International A/S

Website

https://master-hr.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Master Value People (Master International A/S) is a Denmark-headquartered provider of cloud-based psychometric HR assessment solutions — including personality, cognitive, and service-screening tools — serving enterprise and mid-market customers across 170 countries through accredited tests, a global partner network, and integrations with Workday and Teamtailor.

Ownership category

akta.pro rank

Product category

HR Assessment Software

NAICS

Software Publishers (5132), Human Resources Consulting Services (541612)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Personality & Behavioral Assessments (BPACAMAC)

akta.pro secondary industries

People Analytics, Assessment & Psychometrics Consulting (BPAHAGAH), Skills Assessment & Talent/Employability Testing Platforms (EDAFADAM)

Keywords

• Psychometric assessment solutions
• Talent assessment software
• Personality testing platform
• Cognitive ability testing
• Recruitment assessment tools

Headquarters

HQ city

Birkerød

HQ country

Denmark

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Assessment Licenses: Organizations license Master's assessment solutions (MPA, ACE, EASI, OPTO, BRIGHT) for use in recruitment and talent management. Access requires license agreement with certification requirements.
2. TAC Certification Course: Digital self-study course for recruiter certification based on ISO 30405, offered at $199 per participant. Includes 8-12 hours of content with certificate and diploma upon completion.
3. Certification Training: Instructor-led certification courses for MPA and other assessment tools. Training includes generic module, reading modules with quizzes, instructor-led training, and online practitioner workshop.
4. Business Partner Sales Commissions: Partners earn additional income through sales commissions on Master solutions. Partners also receive discounted access to high-quality solutions for their own business services.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Master Value People develops and sells cloud-based, data-driven HR assessment solutions — including the MPA and OPTO personality tests, ACE and CORE cognitive ability tests, the EASI behaviour-and-motivation typology, and the BRIGHT customer-service screening tool — delivered through its Master People Platform for talent acquisition, selection, onboarding and development. The offerings are licensed to enterprise HR teams and HR consulting firms, supported by ISO-based TAC recruiter certification and a global network of local partners in more than 20 markets.

Product overview

Master Value People offers a cloud-based ecosystem of HR assessment solutions built around its Master People Platform. The core portfolio includes personality tests (MPA and OPTO), cognitive ability tests (ACE and CORE), the EASI typology tool for behaviour and motivation mapping, and the BRIGHT customer service screening tool. The platform supports the full talent management lifecycle from selection and assessment through onboarding and development. Add-on offerings include the TAC (Talent Acquisition Certificate) certification course built on ISO 30405. All tools are globally accredited, available in all major languages, and supported by local partners worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• MPA: Master's Personality Analysis - an occupational personality test assessing behavior in nine basic properties for recruitment and development.
• OPTO
• ACE
• BRIGHT
• EASI
• TAC
• CORE

Products and services

• MPA (Master's Personality Analysis) An occupational personality test that assesses behaviour across nine basic properties grouped into Ego drive, Social factors, and Work style, used by HR professionals for recruitment, selection, leadership development and talent management. BPS-registered, with documented criterion validity r=0.42–0.44 against job performance and reliability α=0.84.
• ACE Cognitive Ability Test A cognitive ability test measuring logical analytical reasoning across verbal, spatial, and numerical layers using a balanced power-and-speed methodology, used to predict job performance and future success in recruitment.
• EASI Typology A development-oriented typology tool mapping four behavioural styles and associated motivation patterns, used for team building, coaching, career advice, performance appraisals and organisational culture development.
• BRIGHT Service Test A service-attitude screening tool for customer-facing roles, identifying candidates best suited to deliver excellent customer service. Adaptable to organisational needs and applicable to recruitment, onboarding, and culture alignment.
• OPTO Personality Test A modern, internationally-scoped personality test designed to support efficient and effective recruitment and talent acquisition with high business impact. Uses Spotlight forced-choice technology to minimise and eliminate faking and is accredited by DNV GL under the EFPA Review Model.
• TAC (Talent Acquisition Certificate) Course An 8-12 hour self-study e-learning course that certifies recruiters in ISO 30405-based data-driven hiring, combining recruitment value-chain training with OPTO personality test certification. Priced at USD 199 (reduced from USD 399) with a 30-day money-back guarantee, downloadable diploma and SoMe award.
• CORE Non-verbal Cognitive Assessment A non-verbal cognitive assessment using only the spatial layer (visual/logical reasoning) to measure fluid intelligence and problem-solving ability without verbal or numerical components.
• Master People Platform The cloud-based, scalable platform that delivers Master's assessment portfolio, providing workflows for recruitment, selection, onboarding and development. Integrates with ATS and HRM systems including Teamtailor and Workday, supports GDPR compliance and is available across users in 170 countries.

Quantifiable outcome

• Reduce cost of mis-hire by 53,000 EUR per wrong hire
• +7 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core.

• WorkdaycoreTechnology or IntegrationFull integration with Workday HR system enabling Saxo Bank to automate assessment assignments, track candidate progress in real-time, and maintain consistent global recruitment processes.
• TeamtailorcoreTechnology or IntegrationIntegration between Teamtailor ATS and Master People Platform enables KOLLAB to automate test link sending, reduce manual work, and create seamless candidate experience from application to hiring decision.
• ISO (International Standardisation Organisation)coreOthersTAC (Talent Acquisition Certificate) course developed using ISO 30405 framework guidelines for recruitment best practices.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SHL (Exponent Group): Global leader in psychometric and behavioral assessment for talent acquisition and development. SHL competes head-to-head with Master's MPA/OPTO/ACE offerings for large enterprise HR departments and shares the same BPS/EFPA-validated methodology.
• Hogan Assessments: Personality assessment provider built around the Hogan Personality Inventory, HDS and MVPI — directly comparable to Master's MPA and OPTO products for leadership and occupational selection use cases.
• Thomas International: Provider of psychometric assessments (PPA, GIA, HPTI) and talent analytics platforms targeting enterprise and mid-market customers globally. Closely comparable to Master's assessment portfolio and customer profile.
• Criteria Corp: Pre-employment assessment company offering cognitive, personality and behavioral tests (CCAT, OPQ) sold through a SaaS platform. Direct competitor in the cloud-based psychometric testing category where Master People Platform operates.
• TestGorilla: Self-serve pre-employment assessment platform combining cognitive, personality and skills tests for SMB and mid-market. Direct peer for online psychometric screening, although it competes more on accessibility than clinical validation.
• Cubiks (PDRI, a subsidiary of Korn Ferry): International psychometric assessment specialist offering tools like PICA, Logiks and Grow Leader 360. Operates in the same enterprise and consulting-firm channel as Master, with similar accreditation-led positioning.

Emerging players

• Pymetrics: AI-driven behavioral assessment platform using neuroscience-backed gamified tasks. Competes with Master's classical psychometric approach in enterprise talent acquisition and is gaining traction via algorithmic, bias-audited scoring.
• Arctic Shores: Psychometric assessment provider combining game-based tasks with personality measurement, aimed at graduate and early-career hiring. Adjacent to Master's ACE/CORE cognitive and OPTO personality offering, with overlap in enterprise talent acquisition.

Broad incumbents

• Aon Assessment Solutions: Part of Aon's broader HR consulting and advisory practice, Aon Assessment Solutions provides psychometric tools (cut-e, Aon Hewitt) globally. Overlaps with Master's enterprise HR assessment offering but is bundled with broader talent and rewards consulting.
• Korn Ferry: Global organizational consulting firm offering assessment and succession tools (KF4D, Voices, Korn Ferry Assessment of Leadership Potential) as part of a much broader executive search and talent consulting portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/master-value-people-corp

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries11 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 Value People