The Five Behaviors

What The Five Behaviors does

The Five Behaviors is an assessment-based team development learning experience developed in 2002 in partnership with author Patrick Lencioni, built on the framework of his New York Times best-selling book "The Five Dysfunctions of a Team." The product targets intact teams (typically 5-12 people with at least 6 weeks of shared tenure), individual contributors seeking to strengthen their teamwork behaviors, and the consultants, trainers, and coaches who deliver the program. Core offerings include The Five Behaviors Team Development (an assessment measuring Trust, Conflict, Commitment, Accountability, and Results), The Five Behaviors Personal Development (a computer-adaptive assessment producing 23-page personalized reports), and a Certified Practitioner certification program. The platform is powered by Everything DiSC, Wiley's research-validated personality instrument, which supplies the personality profiling layer that complements the behavioral framework.

The technology stack centers on a web-delivered assessment with computer-adaptive testing and algorithmic personalization, producing team-level comparison reports, one-on-one relationship reports, and progress reports that track change over time. Facilitated delivery—virtual or in-person—is led by certified partners rather than by automated software, with breakout activities and group discussions translating assessment results into behavioral practice. The product is wholly owned by John Wiley & Sons, Inc. (NYSE: JWY), a 200+ year publisher headquartered in Hoboken, NJ, and is operated as a brand within Wiley's Workplace Learning Solutions portfolio.

The business model rests on exclusive distribution through a tiered global Authorized Partner network (with Platinum, Diamond, Emerald, Ruby, Sapphire, and Topaz tiers) that purchases assessment kits and facilitation materials and resells customized experiences to end customers across enterprise, government, healthcare, nonprofit, and manufacturing verticals. Revenue streams include product sales to partners, Certified Practitioner course fees, and downstream partner-driven delivery. Pricing is sales-directed via phone (1-877-735-8383) and email with multi-year contracts but no publicly listed tiers. Geographic reach spans North America, EMEA (UK, Bosnia), APAC (Korea), Central America (Panama), and the Caribbean (Trinidad), served by a workforce of 51-100 employees.

Name

The Five Behaviors

Legal name

John Wiley & Sons, Inc.

Website

https://fivebehaviors.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

The Five Behaviors is an assessment-based team development learning experience built on Patrick Lencioni's framework and powered by Everything DiSC. It is distributed exclusively through a tiered global Authorized Partner network serving enterprises, governments, healthcare providers, and nonprofits with intact teams and individual contributors.

Ownership category

akta.pro rank

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Assessment-Based Learning Solutions: The company generates revenue through assessment-based learning products and facilitation materials. Both Team Development and Personal Development solutions are sold through an Authorized Partner network, with partners delivering the programs to end customers.
2. Certification Program: Revenue generated from The Five Behaviors Certified Practitioner certification course, a virtual two-week learning experience. The program includes self-paced learning, virtual classroom sessions, facilitation practice, and certification exam.
3. Partner Network Distribution: Authorized Partners purchase Five Behaviors products and facilitation kits to deliver customized solutions to their clients. Partners range from individual consultants to training organizations.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

The Five Behaviors is an assessment-based learning experience that helps intact teams and individuals build vulnerability-based trust, navigate productive conflict, achieve commitment, hold one another accountable, and focus on collective results. Grounded in Patrick Lencioni's model and powered by Everything DiSC personality assessments, the offering is sold through certified Authorized Partners as a Team Development solution and a Personal Development solution.

Product overview

The Five Behaviors is an assessment-based learning platform that helps organizations build trust and shape a culture of teamwork. The core offering consists of two main solutions: Team Development for intact teams (5-12 people with 6-week minimum tenure) and Personal Development for individuals who need to work effectively on any team. Both solutions are powered by Everything DiSC® personality assessments and are based on Patrick Lencioni's model for teamwork, which focuses on five key behaviors: Trust, Conflict, Commitment, Accountability, and Results. The company also offers a Certified Practitioner program for professionals seeking to deliver The Five Behaviors, along with supplementary resources including research reports, whitepapers, and webinars. All offerings are delivered through an Authorized Partner network and are backed by Wiley's publishing expertise.

Differentiator

Problem solved

Functional benefit

Brands

• The Five Behaviors Team Development: Assessment-based learning experience for intact teams (5-12 people) to build trust, navigate conflict, commit to decisions, hold each other accountable, and focus on collective results.
• The Five Behaviors Personal Development
• The Five Behaviors Certified Practitioner

Products and services

• The Five Behaviors Team Development An assessment-based learning experience for intact teams of 5–12 people (minimum 6 weeks shared tenure) that measures team performance on Trust, Conflict, Commitment, Accountability, and Results. Powered by Everything DiSC personality profiles and delivered virtually or in-person by an Authorized Partner.
• The Five Behaviors Personal Development An assessment solution using computer-adaptive testing to deliver precise, personalized insights about how an individual approaches the five key behaviors of teamwork. Produces a 23-page personalized report and is offered as a half-day session for individuals or groups outside of an intact team.
• The Five Behaviors Certified Practitioner A two-week virtual certification course for consultants, trainers, coaches, HR/L&D professionals, and team leaders who want to deliver The Five Behaviors. Includes self-paced learning, live virtual classroom sessions, facilitation practice, and a certification exam. Qualifies for credentials recognized by SHRM (20 PDCs), HRCI (20 credit hours), ATD, and ICF.

Quantifiable outcome

• 89% of learners say The Five Behaviors improved their team's effectiveness
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Patrick LencionicoreStrategic or Co-development PartnerPatrick Lencioni is the co-creator of The Five Behaviors model, developed in partnership with him based on his New York Times best-selling book 'The Five Dysfunctions of a Team.' Lencioni continues to be associated with the product, including participation in webinars and content creation.
• Everything DiSC (Wiley)coreTechnology or IntegrationThe Five Behaviors is powered by Everything DiSC, a research-validated personality assessment tool. The DiSC model provides the foundational personality insights that complement the Five Behaviors behavioral framework, enhancing the personalization of reports and facilitation.
• SHRM (Society for Human Resource Management)minorOthersWiley is recognized by SHRM to offer Professional Development Credits (PDC) for SHRM-CP or SHRM-SCP recertification activities. Completion of Five Behaviors certification qualifies for 20 PDCs.
• ATD (Association for Talent Development)minorOthersThe Five Behaviors certification program is recognized by ATD for professional development credits, supporting talent development professionals in maintaining credentials.
• HRCI (HR Certification Institute)minorOthersThe certification program has been pre-approved for 20 credit hours towards various HR certifications including PHR, SPHR, GPHR, and others through HR Certification Institute.
• ICF (International Coaching Federation)minorOthersWiley is recognized by ICF for offering Professional Development Credits upon Five Behaviors certification completion, supporting coaches in maintaining their credentials.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Everything DiSC (Wiley): Sister brand under John Wiley & Sons, providing the personality assessment engine that powers The Five Behaviors. Directly comparable as a DiSC-based workplace learning solution sold through authorized partners to the same enterprise HR/L&D buyer.
• CliftonStrengths (Gallup): Gallup's flagship strengths-based talent assessment, sold into the same enterprise L&D buyer for team and individual development. The most direct substitute for Five Behaviors at the assessment-plus-coaching layer.
• The Myers-Briggs Company: Provider of the MBTI assessment and a portfolio of team development solutions, sold globally through a certified practitioner network — directly comparable in business model, delivery mechanism, and target customer.
• Insights Discovery: Global provider of a color-based personality assessment (Insights Discovery) and team development workshops, distributed through a licensed practitioner network in a model that closely mirrors The Five Behaviors.
• Hogan Assessments: Provider of personality assessments used for leadership development, team effectiveness, and executive coaching. Comparable in serving the same enterprise HR buyer with assessment-driven development solutions.

Broad incumbents

• FranklinCovey: Major leadership and organizational performance consultancy offering The 7 Habits and other team/leadership curricula, plus enterprise training delivery. Comparable as a broader L&D incumbent in the same enterprise buyer segment.
• Korn Ferry: Global organizational consulting firm offering talent assessments (KFAdvance, Voices) and team effectiveness services. Comparable in the enterprise assessment-and-development space, with a much broader consulting portfolio.
• Development Dimensions International (DDI): Global leadership and talent development company offering team development, assessment, and leadership programs to enterprise clients. Comparable in targeting the same HR/L&D buyer with structured team development solutions.

Emerging players

• BetterUp: Digital-first coaching and team effectiveness platform. Represents the next-generation, software-delivered alternative to facilitated team development programs like The Five Behaviors.

Regional players

• Psychometrics Canada: Canadian-based publisher of workplace assessments and team development tools (e.g., the WorkPlace Big Five). Comparable in business model and product category, with primary geographic concentration in Canada.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fivebehaviors

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 The Five Behaviors