What Brilliant Assessments does

Brilliant Assessments is a SaaS assessment platform headquartered in Parnell, Auckland, New Zealand, with regional offices in London and Miami. It enables consultants, coaches, learning and development professionals, and enterprise teams to build white-label assessments with sophisticated multi-level scoring, cohort management, and personalized feedback reports delivered as PDFs, web results pages, or Word documents. The platform targets organizations whose frameworks or methodologies require depth, customization, and scalability beyond what generic survey tools offer, and is used across verticals including executive coaching, leadership development, compliance, hospitality accreditation, sustainability, and accessibility.

The product is built on a Microsoft software stack hosted on AWS infrastructure (primary data center in Central Canada, encrypted backups in Ireland) with Azure OpenAI powering embedded AI features. The platform comprises an Assessment Builder, Scoring Engine, White-Labeling engine, Cohort Management, Benchmark Assessment, Email Automation, and Iterations for longitudinal tracking, complemented by three AI features (AI Build for content generation, AI Interpret for text and document analysis with rubric-based scoring, and AI Discuss for conversational results exploration). The company holds SOC 2 Type II certification and designs for GDPR-conscious data handling and WCAG 2.1 AA accessibility. Distribution combines a product-led growth motion (14-day free trial, self-serve signup), an enterprise sales motion staffed by customer success managers, and a white-labeled partner portal for resellers.

Revenue is generated through annual and monthly SaaS subscriptions priced from $2,990/year for 600 responses, with AI Interpretation sold as a separate add-on subscription, plus professional services for done-for-you assessment design and report building. The company is independently funded and bootstrapped, with no disclosed venture capital or private equity backing, and positions itself against VC-backed competitors Qualtrics and Pointerpro on the basis of independent funding, depth of scoring, and human-led customer support.

Name

Brilliant Assessments

Legal name

Brilliant Assessments Limited

Website

https://brilliantassessments.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Brilliant Assessments is a bootstrapped New Zealand-based SaaS platform that enables consultants and enterprise teams to build white-label assessments with sophisticated scoring, cohort analytics, and AI-powered personalized feedback across coaching, compliance, and leadership use cases globally.

Ownership category

akta.pro rank

Product category

Online Assessment Software

NAICS

Educational Support Services (611710), Testing Laboratories and Services (54138), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Portfolio, Performance & Rubric-Based Assessment Platforms (EDAFADAL)

akta.pro secondary industries

Cognitive Ability & General Intelligence Testing (BPACAMAB), Assessment Centers & Structured Selection (In-basket, Group Exercises) (BPACAMAF)

Keywords

• Online assessment platform
• White-label assessment software
• Automated scoring engine
• AI-powered feedback generation
• Cohort management software

Headquarters

HQ city

Parnell

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Annual and monthly subscription plans based on response count. All features included across every subscription level except AI Interpretation which is the only gated feature.
2. Professional Services: Hands-on implementation services for building assessments, results pages, and reports. Pricing depends on project scope.
3. Assessment Building Service: Done-for-you assessment design including structure, scoring, branding, logic, testing, and training.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Brilliant Assessments is a white-label SaaS assessment platform that enables domain experts, consultants, and enterprise teams to design, brand, score, and deliver detailed assessments with personalized feedback reports. The platform supports sophisticated multi-level scoring, cohort analysis, conditional logic, AI-assisted content creation and feedback interpretation, partner reselling, and integrations with HRIS and ATS systems.

Product overview

Brilliant Assessments is a white-label assessment software platform designed for consultants and enterprise teams requiring detailed, branded assessment programs with sophisticated scoring and personalized feedback. The core platform operates as a unified system with integrated modules including the Assessment Builder (visual design tool with conditional logic and preview), Scoring Engine (automated multi-level scoring without formulas), White Labeling (full branding customization), Cohort Management (group assessment capabilities), Feedback Reports (personalized PDF/web/Word delivery), Benchmark Assessment (comparison against standards), Email Automation (invitation and reminder system), and Chart Types (comprehensive data visualization). AI capabilities are embedded throughout via AI Build (content generation), AI Interpret (text/document analysis for feedback), and AI Discuss (conversational result exploration). The platform also includes Partner Portal (reseller experience), Assessment Drivers (dynamic content adaptation), and Iterations (longitudinal tracking). Professional services complement the self-service platform through Assessment Design Service and Customer Success support. All features are included across subscription tiers except AI Interpret which requires an additional subscription.

Differentiator

Problem solved

Functional benefit

Products and services

• Brilliant Assessments Platform White-label SaaS assessment platform enabling consultants and enterprise teams to build branded assessments with sophisticated multi-level scoring, automated personalized feedback, cohort analysis, benchmarks, conditional logic, and partner reselling. Sold via annual and monthly subscriptions tiered by response volume.
• AI Interpret Add-on subscription to the core platform that uses AI (powered by Microsoft Azure OpenAI) to analyze open-text responses and uploaded documents and generate personalized feedback and rubric-based scores for individuals, cohorts, and 360 assessments.
• Assessment Design Service Done-for-you professional service in which the Brilliant Assessments team designs, builds, brands, and tests an assessment on behalf of a client, including structure, scoring, logic, and training. Priced per project scope.
• Customer Success & Support Human-led customer support offering including a dedicated Customer Success Manager, comprehensive help desk, and follow-the-sun support across London, Miami, and Auckland offices. Includes professional services for assessment and report building.

Quantifiable outcome

• 95% of feedback queries addressed without formulas or calculations
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature10 records

Partnerships

Two partnerships are on record, tiered core infrastructure and core ai capability.

• Amazon Web Services (AWS)core infrastructureTechnology or IntegrationPrimary cloud infrastructure provider. Data hosted in AWS data center in Central Canada with encrypted daily backups in Ireland. Uses Microsoft software and standards on AWS infrastructure.
• Microsoft Azure OpenAIcore ai capabilityTechnology or IntegrationAI features (AI Suggest, AI Interpret) powered by Azure OpenAI service. Data passed fully encrypted using TLS and HTTPS. Context is temporary and scoped to session, not logged or persisted by Azure OpenAI. Azure does not use customer data for model training.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Questionmark: Enterprise assessment platform for certifications, compliance, and high-stakes testing, offering similar scoring depth, reporting, and enterprise security. Comparable in target use cases (professional certification, compliance, and learning programs) and customer profile.
• QuestionPro: Online survey and assessment platform offering survey building, quiz and assessment tools, and reporting. Overlaps with Brilliant on assessment creation, scoring, and white-label delivery for enterprise and consulting customers.
• Pointerpro: Assessment and questionnaire platform enabling consultants to build personalized assessments with automated scoring and reports. Brilliant explicitly names Pointerpro as a head-to-head competitor targeting the same consultancy customer base.

Broad incumbents

• Qualtrics: Enterprise experience management platform that Brilliant explicitly names as a primary competitor. Qualtrics offers broader survey, CX, and employee engagement capabilities, including assessment-adjacent functionality, at significantly larger scale.
• SurveyMonkey Enterprise: Large incumbent survey and form platform with an enterprise tier offering advanced logic, branding, and integrations. Represents a lower-end alternative for customers whose needs are simpler than Brilliant's depth-of-scoring target.

Emerging players

• TestGorilla: Pre-employment assessment platform focused on skills and personality testing for hiring. Shares the assessment-as-a-service model and consultancy/HR buyer profile with Brilliant, though focused specifically on recruitment use cases.
• Typeform: Form and conversational survey platform popular with consultants and SMB for branded interactive experiences. Competes for the same consultant buyer who wants branded, engaging respondent experiences, though with less depth in scoring.
• iSpring Learn: Learning management system with built-in assessment, quiz, and certification authoring tools. Overlaps with Brilliant on the assessment creation and reporting side, particularly for L&D teams building training programs.
• Cognology: Cloud-based talent assessment and 360 review platform serving HR teams and consultancies. Direct overlap on leadership 360s, cohort reporting, and integration with HRIS workflows that Brilliant also targets.
• Assessment Systems International: Provider of psychometric and behavioral assessment solutions for talent management and selection. Shares the talent/leadership assessment use case and consultant/HR buyer profile that Brilliant serves, with comparable scoring depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/brilliant-assessments

Compliance3 records

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 Brilliant Assessments