IPB Partners

What IPB Partners does

IPB Partners OÜ is a privately held Estonian boutique consulting firm founded in 2005 and operating as the Authorized Wiley Partner for the Everything DiSC suite across the Baltic region (Estonia, Latvia, Lithuania). The firm distributes and certifies Wiley's proprietary behavioral assessment products — Everything DiSC (with modules including Workplace, Management, Sales, Agile EQ, Productive Conflict, Work of Leaders, Catalyst, and Worksmart), The Five Behaviors team development program based on Patrick Lencioni's model, and the ProfileXT employee selection and talent management tool — alongside professional certification programs and consulting services.

The underlying technology is owned and developed by Wiley: assessments are administered through the EPIC administrative platform and delivered via the Catalyst learner-facing web application. Everything DiSC is described as a science-based instrument measuring four behavioral styles (Dominance, Influence, Steadiness, Conscientiousness) backed by over 40 years of research validation, with a 95% global satisfaction rating and usage by 3+ million people annually across 500,000+ organizations in 100+ countries and 40 languages. Everything DiSC Workplace is certified by the European Federation of Psychologists' Associations. IPB Partners operates as the regional distribution, certification, and implementation layer for these tools and does not develop the underlying psychometric engines.

The business model combines one-time DiSC certification fees (no annual renewal required, with up to 20% partner pricing discount) and recurring revenues from per-profile DiSC and ProfileXT subscriptions via EPIC credits, plus professional services delivered directly or through channel partners such as Change Partners and TMD Partners. Go-to-market is consultative and sales-led, targeting HR directors, L&D managers, and C-suite buyers at mid-to-large Baltic enterprises, with a multilingual website (Estonian, English, Latvian, Lithuanian, Russian), content marketing, free consultations, and demo requests as primary demand-generation channels. Named customers include Swedbank, Nordea, Rimi Baltic, Girteka Logistics (~20,000 employees), Schneider Electric, Hilti, Playtech, Sorainen, Roche, Tesonet, Hyatt, Olympic Entertainment Group, and the KESTA Estonian civil service program, with the firm referencing 100+ organizations served in the Baltics.

Name

IPB Partners

Legal name

IPB Partners OÜ

Website

https://ipbpartners.eu

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

IPB Partners OÜ is an Authorized Wiley DiSC partner distributing Everything DiSC, Five Behaviors, and ProfileXT behavioral assessment tools across the Baltic region, serving mid-to-large enterprises, HR/L&D professionals, and trainers with certification and consulting services.

Ownership category

akta.pro rank

Headquarters

HQ city

Harju

HQ country

Estonia

HQ region

Europe

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. Everything DiSC Profiles and Subscriptions: Sale of DiSC behavioral assessment profiles and access to the Catalyst learning platform. Profiles are purchased via EPIC credits/accounts and delivered to end-user organizations. Revenue is recurring as organizations renew licenses and add users.
2. DiSC Certification Programs: International DiSC certification programs for individuals and organizations. One-time certification fee with no annual renewal required. Includes training materials, EPIC admin account, and partner pricing (up to 20% discount from retail). Two participation models offered for certification.
3. ProfileXT Assessment and Reports: Sale of ProfileXT assessments for hiring and talent management. Provides 8 different report types including individual, placement, coaching, and succession planning reports.
4. The Five Behaviors Programs: Team and personal development programs based on Patrick Lencioni's model, including certification for facilitators.
5. Professional Services and Consulting: Consulting and training services, often delivered through partner firms (e.g., Change Partners) that implement DiSC programs for end clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

IPB Partners is the Authorized Wiley Partner for the Baltic region, distributing and certifying the Everything DiSC suite of behavioral assessments (including Workplace, Management, Sales, Work of Leaders, Productive Conflict, Agile EQ, Worksmart, and Catalyst learning modules), The Five Behaviors team development program, and ProfileXT employee selection tool. The company sells behavioral assessment profiles, certification programs for trainers/HR professionals, and delivers consulting and training services to mid-size and large enterprises.

Product overview

IPB Partners is an Authorized Everything DiSC Partner offering a comprehensive behavioral assessment and development portfolio. The core offering centers on Everything DiSC (a Wiley brand) with multiple specialized modules: Catalyst (interactive learning platform with colleague comparisons, group insights, and ongoing learning), Workplace, Management, Sales, Work of Leaders, Productive Conflict, Agile EQ, and Worksmart (leadership micro-learning). Complementary products include The Five Behaviors team development program (Team Development and Personal Development variants based on Patrick Lencioni's model) and ProfileXT employee selection and development tool. The company also provides DiSC Certification for professionals. The EPIC platform serves as the administrative backend for profile management.

Differentiator

Problem solved

Functional benefit

Products and services

• Everything DiSC Core behavioral assessment and development platform providing science-based DiSC tools to help individuals and organizations improve teamwork, leadership, sales, conflict management, and personal effectiveness. Includes multiple specialized modules (Workplace, Management, Sales, Work of Leaders, Productive Conflict, Agile EQ, Worksmart) and the Catalyst interactive learning platform. Designed for HR/L&D professionals and mid-to-large enterprises.
• The Five Behaviors Team development program based on Patrick Lencioni's Five Dysfunctions of a Team model, available in Team Development and Personal Development variants. Helps teams build trust, engage in healthy conflict, achieve commitment, hold members accountable, and focus on collective results. Integrates DiSC styles into team assessments. Designed for intact teams, executive teams, and project teams in mid-to-large organizations.
• ProfileXT Employee assessment tool evaluating thinking and reasoning, occupational interests, behavioral traits, and 20 performance indicators. Provides 8 report types (individual, placement, coaching, succession planning, etc.) and is used for candidate selection, job matching, and talent management. Takes approximately 1 hour to complete. Designed for HR and hiring managers in mid-to-large enterprises.
• DiSC Certification Internationally recognized professional certification program providing individuals and organizations the credentials to deliver DiSC tools professionally. Includes training materials, an EPIC admin account, and partner pricing (up to 20% discount from retail) on DiSC products. One-time fee with no annual renewal or recertification required. Available in Individual and Organization-wide participation models. Designed for HR specialists, L&D partners, trainers, coaches, and consultants.
• Everything DiSC Catalyst Interactive learning platform that serves as a home base for DiSC learners throughout their DiSC journey. Provides personalized DiSC profiles, colleague comparisons, group insights, conversation starters, advice tools, and learning modules for continuous application of DiSC knowledge in daily work. Increases engagement with DiSC 7x compared to traditional profiles. Designed for end-user learners and team members in client organizations.
• DiSC Professional Consulting and Training Services Value-added consulting, facilitation, and training services that implement DiSC-based programs for enterprise and government clients. Often delivered through partner firms such as Change Partners. Includes needs assessment, program design, facilitation, and follow-up. Designed for organizations seeking expert-led deployment of DiSC, The Five Behaviors, and ProfileXT programs.

Quantifiable outcome

• 3,000,000+ people use DiSC annually worldwide; 95% report high satisfaction rating; available in 100+ countries and 40 languages
• +2 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• John Wiley & Sons, Inc. (Wiley)coreTechnology or IntegrationWiley (formerly Inscape Publishing) is the developer and owner of Everything DiSC, The Five Behaviors, and ProfileXT assessment tools. IPB Partners holds Authorized Partner status for the Baltic region, enabling them to distribute, certify, and implement Wiley's behavioral assessment solutions. Wiley provides the EPIC administration platform, assessment technology, and ongoing product development.
• Everything DiSC (A Wiley Brand)coreTechnology or IntegrationEverything DiSC is the primary product line distributed by IPB Partners. The partnership grants exclusive distribution rights for the Baltic region (Estonia, Latvia, Lithuania), along with access to DiSC profiles, Catalyst platform, EPIC admin accounts, certification programs, and marketing materials.
• The Five Behaviors (Wiley)coreTechnology or IntegrationThe Five Behaviors is a team development program based on Patrick Lencioni's model. IPB Partners is an authorized provider of The Five Behaviors certification and programs in the Baltic region, integrating DiSC styles into team development.
• Change PartnersflagshipChannel Partner/ Reseller/ DistributorChange Partners is a long-term consulting client and authorized DiSC practitioner that delivers DiSC-based training and development programs to enterprise clients, including Swedbank and the KESTA civil service leadership program. They purchase DiSC materials from IPB Partners and resell/deliver programs under their own brand.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hogan Assessment Systems: Established personality and leadership assessment publisher with a global network of certified practitioners. Serves the same enterprise HR/L&D buyer with the same core use case (leadership development, talent decisions), competing for the same budget at a higher price/sophistication tier than IPB Partners' DiSC offering.
• CPP (The Myers-Briggs Company): Publisher of the Myers-Briggs Type Indicator personality assessment, distributed via certified practitioners worldwide. A direct incumbent in the personality-assessment-for-workplace-development category where IPB Partners operates, with longer brand recognition but similar certification-driven channel economics.
• Development Dimensions International (DDI): Global leadership development and assessment provider serving enterprise HR/L&D buyers with behavioral assessments, leadership simulations, and team programs. Overlaps IPB Partners' leadership and team-development use cases at a larger scale and higher price point.
• Korn Ferry: Global organizational consulting firm combining talent assessment, leadership development, and HR advisory. Competes with IPB Partners at the upper end of the Baltic enterprise market (multi-thousand-employee HR engagements) and overlaps on assessment-led leadership development.
• SHL: Large global talent-assessment provider offering behavioral and cognitive assessments used in hiring and leadership development. Competes for the same enterprise HR/L&D budget, particularly for use cases like ProfileXT (selection, succession) that IPB Partners addresses in the Baltics.
• Wiley (Everything DiSC / Five Dysfunctions of a Team): Owner and developer of Everything DiSC, The Five Behaviors, and ProfileXT — the products IPB Partners distributes. Operates as the upstream content manufacturer and global distributor while IPB Partners acts as its exclusive Baltic regional partner; comparable as the same value chain at a different vertical layer.

Direct peers

• PeopleKeys: U.S.-based DISC distribution and certification organization operating on a nearly identical model to IPB Partners: certified-partner reselling of behavioral assessment tools plus training. Closest structural analog to IPB Partners' Baltics operation, just in a different geography.
• Predictive Index: SaaS behavioral assessment platform targeting talent acquisition, team effectiveness, and leadership — sold through a certified-partner channel. Competes head-to-head with DiSC in the same buyer (HR/L&D) for the same use cases (hiring fit, team dynamics, leadership development) that IPB Partners serves.
• Extended DISC: Direct DISC-family assessment competitor with global authorized-partner distribution. Targets the same buyer (HR/L&D) with overlapping claims around behavioral measurement, team development, and certified practitioner sales motion.
• TTI Success Insights: Global publisher and distributor of DISC-based behavioral assessments (including the original DISC instrument) with an authorized-partner reseller network. Directly comparable to IPB Partners as a DISC-based assessment provider distributing through certified practitioners; both rely on a recurring tool-and-certification revenue model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ipb-partners-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 IPB Partners