Identitype Group
The Identitype Group is a Boston-area private consulting firm that delivers leadership development through its proprietary Inclusion Capital™ methodology and three integrated products (IdentiGauge™ diagnostics, IdentiCompass™ assessment, IdentiQuest® training), serving C-suite executives and leadership teams at startups through $100M+ companies via custom, multi-year consulting engagements.
- Company typePrivate
- Founded2015
- HeadquartersNeedham, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Identitype Group does
The Identitype Group is a private, Boston-area (Needham Heights, MA) custom consulting and leadership development firm founded by Leili, Pat, Josef, Monica, and Jennifer. It sells an integrated leadership-transformation engagement built around its proprietary Inclusion Capital™ methodology and The Identitype System, a behavioral framework that categorizes leaders into 12 Identitype styles (e.g., Advocate, Analyst, Benefactor, Disruptor, Innovator, Inspirer, Nurturer, Optimist, Pathfinder, Rebuilder, Transformer, Unifier) with associated Superpowers and Learned Gifts, mapped to four human-need categories (Safety, Belonging, Autonomy, Mastery) through 12 pillars. The firm delivers this through a three-stage product funnel: IdentiGauge™ diagnostics, IdentiCompass™ individual/team assessment, and IdentiQuest® training platform, supplemented by Brand Advocacy engagements and one-on-one Executive Coaching. All four product names plus Inclusion Capital™ are registered trademarks.
The go-to-market is consultative enterprise field sales targeting C-suite executives, leadership teams, and organizations ranging from startups to $100M+ companies, with named testimonials spanning tax services, manufacturing, apparel, executive coaching, and Fortune 500 interim engagements. Pricing is fully custom and quote-based — no tiers are publicly disclosed — with multi-year contracts cited and engagement scoped to diagnostics, assessment, coaching, and training. The firm combines services delivery (professional-services revenue) with potentially recurring platform access to IdentiQuest® (subscription/recurring). Marketing is content-driven, anchored by a low-friction 'What's Your Identitype?' quiz, a resource library of white papers and cheat sheets, thought-leadership articles, a LinkedIn presence, and contact/'Let's Talk' CTAs feeding a consultative sales funnel.
No external funding, headcount, or revenue figures are disclosed; the company operates privately without a parent, subsidiaries, or known institutional investors, and its distribution is entirely direct (no channel partners or resellers) within a domestic US footprint focused on the Northeast.
Identitype Group firmographics
Firmographics- Name
- Identitype Group
- Legal name
- The Identitype Group
- Website
- https://myidentitype.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Identitype Group is a Boston-area private consulting firm that delivers leadership development through its proprietary Inclusion Capital™ methodology and three integrated products (IdentiGauge™ diagnostics, IdentiCompass™ assessment, IdentiQuest® training), serving C-suite executives and leadership teams at startups through $100M+ companies via custom, multi-year consulting engagements.
- Ownership category
- akta.pro rank
Identitype Group industry classification
Industry- Product category
- Leadership Development Consulting
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- DEI (Diversity, Equity & Inclusion) & Belonging Consulting (BPAHAGAJ)
- akta.pro secondary industry
- DEI, Inclusive Leadership & Cultural Intelligence Coaching (EDABANAJ)
Keywords
Where Identitype Group is headquartered
LocationHeadquarters
- HQ city
- Needham
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Identitype Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Leadership Development Consulting: Custom consulting engagements providing leadership development solutions based on the proprietary Inclusion Capital methodology. Engagements appear to include strategic planning, organizational diagnostics, and implementation support.
- Executive Coaching Services: One-on-one coaching sessions for executives and emerging leaders, powered by the Identitype System. Personalized guidance combined with systemic impact through integrated methodology.
- Group Training Programs: Individualized group sessions for teams and leadership groups, featuring structured and iterative solutions with frameworks and actionable insights.
- Assessment and Diagnostic Services: IdentiGauge diagnostics and IdentiCompass assessments that provide the foundation for strategic planning and leadership development, likely sold as standalone or bundled offerings.
- IdentiQuest Training Platform: Access to the IdentiQuest training platform for leadership development, potentially offered as subscription or license for organizational deployment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom enterprise pricing based on organizational needs |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Identitype Group product offering
Product offeringCore offering
The Identitype Group provides custom consulting and leadership development solutions built on its proprietary Inclusion Capital™ methodology. The company sells an integrated three-step offering: IdentiGauge™ diagnostics to identify organizational friction, IdentiCompass™ assessment to map individual leadership profiles across 12 Identitype styles, and IdentiQuest® training to drive behavioral change. These are complemented by one-on-one executive coaching and group training sessions for teams.
Product overview
Identitype Group offers a unified leadership development ecosystem comprising three integrated core products: IdentiGauge™ diagnostics for identifying organizational challenges and team alignment issues, IdentiCompass™ assessment for uncovering individual leadership profiles and strengths, and IdentiQuest® training platform for implementing behavioral change. These are unified by the proprietary Inclusion Capital™ methodology, which addresses four fundamental human needs (Safety, Belonging, Autonomy, Mastery) through 12 pillars. The system follows a progressive journey from diagnosis to assessment to implementation, with additional Brand Advocacy and Executive Coaching services completing the portfolio.
Differentiator
Problem solved
Functional benefit
Brands
- IdentiGauge™: Custom diagnostics tool for identifying and understanding team dynamics, individual conflicts, and issues hindering team alignment and organizational growth.
- IdentiCompass™
- IdentiQuest®
- Brand Advocacy
- Inclusion Capital™
Products and services
- IdentiGauge™
Quantifiable outcome
- 70% improvement in individual performance
- +8 more outcomes
Companies that use Identitype Group
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles2 records
Identitype Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Identitype Group partnerships and signals
Strategic signalScale indicators9 records
Recent moves2 records
Expansion highlights4 records
Identitype Group competitors and assessment
Company assessmentEmerging players
- TalentSmartEQ: Emotional intelligence assessment and training company built around the proprietary EQ methodology. It is an emerging player that overlaps with Identitype's inclusion/behavioral assessment and training offerings, particularly for mid-market and enterprise leadership teams.
- BetterUp: Digital coaching and mental health platform that combines AI-driven matching with a global network of coaches. It is an emerging player that competes with Identitype's executive coaching and IdentiQuest platform offerings, with deeper venture backing and a more productized delivery model.
Broad incumbents
- Korn Ferry: Global organizational consulting firm with deep leadership development, executive coaching, and talent management practices. It is a broad incumbent that competes for enterprise L&D and executive coaching spend, with a much broader portfolio of services than Identitype.
- Dale Carnegie & Associates: Long-established corporate training and leadership development firm offering courses in leadership, communication, and interpersonal skills. It is a broad incumbent that competes for corporate training budgets, with a much broader course catalog and global franchise network.
- FranklinCovey: One of the largest US leadership development and organizational performance firms, offering established methodologies (e.g., The 7 Habits), enterprise training, and coaching. It is a broad incumbent that competes with Identitype for enterprise leadership development budgets, but operates at vastly larger scale.
Direct peers
- Center for Creative Leadership (CCL): Nonprofit leadership development and research organization offering assessments, executive coaching, and leadership programs. It is a direct peer in the leadership assessment and development space, with deeper research credibility but a less productized delivery model than Identitype.
- The Ken Blanchard Companies: Leadership development and management training firm built around proprietary methodologies (Situational Leadership, SLII). It is a direct peer in the proprietary-methodology leadership development space, with comparable enterprise training and assessments.
- Hogan Assessments: Personality and leadership assessment provider with a portfolio of behavioral inventories widely used in executive coaching and leadership development. It is a direct peer on the assessment/diagnostic side of Identitype's stack (IdentiGauge/IdentiCompass).
- Marshall Goldsmith Partners: Executive coaching and leadership development firm built around Marshall Goldsmith's proprietary coaching methodology and stakeholder-centered coaching process. It is a direct peer in the premium executive coaching space, with similar methodology-driven, brand-led positioning.
- Development Dimensions International (DDI): Global leadership and talent measurement firm offering behavioral assessments, leadership training, and succession planning. It is a direct peer, with overlapping diagnostic-assessment-training offerings and a similar enterprise sales motion to Identitype.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
Identitype Group social profiles
Digital presenceIdentitype Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Identitype Group leadership team
Management profileNumber of profiles
Profiles5 records
Identitype Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Identitype Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Identitype Group
What does Identitype Group do?
The Identitype Group provides custom consulting and leadership development solutions built on its proprietary Inclusion Capital™ methodology. The company sells an integrated three-step offering: IdentiGauge™ diagnostics to identify organizational friction, IdentiCompass™ assessment to map individual leadership profiles across 12 Identitype styles, and IdentiQuest® training to drive behavioral change. These are complemented by one-on-one executive coaching and group training sessions for teams.
Is Identitype Group a public or private company?
Identitype Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Identitype Group founded?
Identitype Group was founded in 2015. It employs 1 to 10 people.
Where is Identitype Group based?
Identitype Group is headquartered in Needham, United States, in the North America region.
How does Identitype Group make money?
Five revenue lines are on record. Leadership Development Consulting is the primary driver. The others are executive Coaching Services, group Training Programs, assessment and Diagnostic Services and identiQuest Training Platform.
Who are Identitype Group's main competitors?
Emerging players on record are TalentSmartEQ and BetterUp. Broad incumbents are Korn Ferry, Dale Carnegie & Associates and FranklinCovey. Direct peers are Center for Creative Leadership (CCL), The Ken Blanchard Companies, Hogan Assessments, Marshall Goldsmith Partners and Development Dimensions International (DDI).
Does Identitype Group have an API?
No public API is recorded for Identitype Group.
What industry is Identitype Group in?
Identitype Group's product category is Leadership Development Consulting. Its primary akta.pro industry code is BPAHAGAJ, DEI (Diversity, Equity & Inclusion) & Belonging Consulting, with a secondary code of EDABANAJ, DEI, Inclusive Leadership & Cultural Intelligence Coaching. Its SIC code is 8742.