Self Leaders
Self Leaders is a Stockholm-based consultancy founded in 2009 that delivers research-based self-leadership programs, corporate culture transformation, and executive team development to enterprises and public-sector clients globally, supported by its SelfLed digital tool used by over 100,000 people.
- Company typePrivate
- Founded2009
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Self Leaders does
Self Leaders is a Stockholm-based leadership development consultancy founded in 2009 that designs and delivers research-based programs in self-leadership, leadership development, corporate culture transformation, executive team development, and inspirational lectures. The company serves large multinational enterprises, Swedish and Nordic corporations, public sector bodies (including the Swedish Parliament and Stockholm City), educational institutions (KTH, Chalmers), professional services firms (EY, PwC), and other named clients such as Spotify, IBM, ABB, SEB, Nordea, Telia, Starbucks, Bonnier, iZettle, If Insurance, Trygg Hansa, Sweco, Atea, SF, Yasuragi, LRF, SABO, Jusek, Storytel, and Nordic Morning Group. The firm operates in 50+ countries with more than 350 cumulative customers and reports over 15 years of practical experience.
The proprietary core asset is the SelfLed digital tool — a self-leadership platform used by over 100,000 people worldwide — which extends live engagements into ongoing behavior-change reinforcement. The underlying methodology is validated through research collaborations with Harvard University and Karolinska Institutet and is grounded in motivational psychology, behavioral science, and leadership development. Delivery formats span on-site, hybrid, and fully online; the firm bundles workshops, longer programs, and speaking engagements under a 1:1:1 principle in which each SelfLed purchase supports a student or NGO worker and contributes to tree planting in East Africa via Earthbanc.
The business model combines professional services revenue (customized workshops, leadership programs, executive team development, and lectures) with subscription/recurring revenue from the SelfLed digital tool. Pricing is quote-based and not publicly disclosed. Go-to-market is consultative enterprise field sales targeting large organizations and government agencies, supported by content marketing through a blog, the Självledarskapspodden podcast, a monthly newsletter (Månadens Boost), events/webinars, LinkedIn thought leadership, and client case studies. The firm is privately held and bootstrapped, with no disclosed funding rounds, acquisitions, or institutional investors.
Self Leaders firmographics
Firmographics- Name
- Self Leaders
- Legal name
- Self Leaders
- Website
- https://selfleaders.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Self Leaders is a Stockholm-based consultancy founded in 2009 that delivers research-based self-leadership programs, corporate culture transformation, and executive team development to enterprises and public-sector clients globally, supported by its SelfLed digital tool used by over 100,000 people.
- Ownership category
- akta.pro rank
Self Leaders industry classification
Industry- Product category
- Leadership Development Consulting
- SIC
- Services-Management Consulting Services (8742), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Executive Leadership & C-Suite Development (EDABAAAA)
- akta.pro secondary industries
- Organizational Culture & Values-Based Leadership (EDABAAAE), Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH)
Keywords
Where Self Leaders is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Self Leaders business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Leadership Development Programs: Customized leadership programs delivered to organizations. Programs are designed based on client goals, target audience, and context — from single workshops to longer engagements.
- SelfLed Digital Tool: Digital tool subscription/license for self-leadership support. Over 100,000 people have used the tool. Includes the 1:1:1 social impact component.
- Inspirational Lectures: Speaking engagements on self-leadership, leadership, and culture topics. Delivered in-person or virtually.
- Team and Leadership Development Workshops: Customized workshops for team development and cultural development. Can be delivered on-site, hybrid, or online.
- Executive Team Development: Development programs for executive leadership teams focusing on direction, purpose, focus, game plan, and psychological safety.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Self Leaders product offering
Product offeringCore offering
Self Leaders is a Swedish consultancy that delivers customized, research-based leadership development programs, self-leadership training, corporate culture workshops, and inspirational lectures to organizations. Their portfolio is anchored by the SelfLed digital tool, which has been used by over 100,000 people worldwide to support self-leadership practices and sustained behavior change. Programs can be delivered on-site, hybrid, or fully online, and are designed around client goals, audience, and context.
Product overview
Self Leaders offers a portfolio of research-based leadership development services centered around self-leadership, leadership programs, corporate culture, and inspirational lectures. The core offering consists of six main services: Självledarskap (Self-leadership training) which strengthens employees' ability to lead themselves; Ledarskapsprogram (Leadership Programs) which develops leaders with focus on psychological safety and values-driven leadership; Föreläsningar (Lectures) providing inspirational talks on leadership topics; Företagskultur (Corporate Culture) services to shape values-driven organizational culture; Ledningsgruppsutveckling (Management Team Development) for executive team effectiveness; and the digital product SelfLed which provides ongoing digital support for self-leadership practices. The SelfLed digital tool serves as the technology component that extends their training programs, while the consulting services (workshops, training, lectures) form the human-centered delivery. With over 15 years of experience and operations in more than 50 countries, the company combines in-person delivery formats with the digital SelfLed tool to create sustainable behavior change.
Differentiator
Problem solved
Functional benefit
Brands
- SelfLed: Digital leadership tool that has been used by over 100,000 people worldwide. Supports self-leadership development and organizational culture transformation.
Products and services
- Självledarskap (Self-leadership Training)
Quantifiable outcome
- Over 100,000 people have used SelfLed tools worldwide
- +2 more outcomes
Companies that use Self Leaders
Customer profileNamed customers27 records
Segments5 records
Ideal customer profiles3 records
Self Leaders technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Self Leaders partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- EarthbancminorPartnership for the 1:1:1 social impact principle. Every purchase of the SelfLed tool supports a student or NGO worker and contributes to tree planting in East Africa with Earthbanc.
- TicketTailorminorEvent booking platform used to transfer event booking information. Data processing agreement in place under GDPR.
- PipedriveminorCRM platform used to store personal meeting information. Covered by GDPR-compliant data processing agreements.
- ZenDesk SellminorCRM platform used to store contact form information. Covered by GDPR-compliant data processing agreements.
- Harvard UniversitycoreResearch collaboration for methodology validation. The leadership development approach is based on research from Harvard University researchers.
- Karolinska InstitutetcoreResearch collaboration for methodology validation. The leadership development approach is validated by researchers at Karolinska Institutet.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Self Leaders competitors and assessment
Company assessmentEmerging players
- Potential Project: Leadership and organizational development firm focused on mindfulness-based leadership programs for enterprises. Comparable as a research-anchored, niche leadership development provider with similar client profile.
- Strengthscope: Provider of strengths-based leadership and team development assessments and programs. Comparable as a smaller, assessment- and development-focused leadership firm selling into HR/L&D buyers.
Direct peers
- DDI (Development Dimensions International): Global leadership and talent management consultancy with diagnostic-led programs for frontline through executive leaders. Comparable as an evidence-based enterprise leadership development vendor.
- FranklinCovey: Global leadership and organizational performance consultancy with proprietary, methodology-led programs (e.g., The 7 Habits). Directly comparable to Self Leaders in selling research-anchored leadership development to enterprises and governments.
- Center for Creative Leadership (CCL): Research-driven leadership development provider offering programs, assessments, and coaching for executives and teams. Closely matches Self Leaders' research-backed, enterprise-focused delivery model.
- The Ken Blanchard Companies: Leadership training and consulting firm built around Blanchard's situational leadership and related methodologies. Similar profile to Self Leaders as a methodology-centric leadership training provider.
- Dale Carnegie & Associates: Long-established provider of leadership, communication, and organizational training programs to enterprises worldwide. Comparable as a multi-country leadership training franchise.
- BTS Group: Consulting firm specializing in leadership development, strategy execution, and sales transformation with a strong digital simulation component. Comparable as a Stockholm-rooted, globally operating leadership consultancy combining consulting and proprietary digital tools.
Broad incumbents
- Korn Ferry: Global organizational consulting firm with a large leadership development and talent practice alongside executive search. Overlaps with Self Leaders in leadership and culture work but operates at vastly larger scale across many adjacent HR services.
- Right Management (ManpowerGroup): Talent and career transition consultancy within ManpowerGroup, offering leadership development and outplacement. Comparable as an enterprise-facing leadership and talent development provider at much larger scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Self Leaders social profiles
Digital presenceSelf Leaders financial estimates
Financial estimateRevenue estimate
Valuation estimate
Self Leaders leadership team
Management profileNumber of profiles
Profiles3 records
Self Leaders funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Self Leaders 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 Self Leaders
What does Self Leaders do?
Self Leaders is a Swedish consultancy that delivers customized, research-based leadership development programs, self-leadership training, corporate culture workshops, and inspirational lectures to organizations. Their portfolio is anchored by the SelfLed digital tool, which has been used by over 100,000 people worldwide to support self-leadership practices and sustained behavior change. Programs can be delivered on-site, hybrid, or fully online, and are designed around client goals, audience, and context.
Is Self Leaders a public or private company?
Self Leaders is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Self Leaders founded?
Self Leaders was founded in 2009. It employs 11 to 50 people.
Where is Self Leaders based?
Self Leaders is headquartered in Stockholm, Sweden, in the Europe region.
How does Self Leaders make money?
Five revenue lines are on record. Leadership Development Programs are the primary driver. The others are selfLed Digital Tool, inspirational Lectures, team and Leadership Development Workshops and executive Team Development.
Who are Self Leaders's main competitors?
Emerging players on record are Potential Project and Strengthscope. Direct peers are DDI (Development Dimensions International), FranklinCovey, Center for Creative Leadership (CCL), The Ken Blanchard Companies, Dale Carnegie & Associates and BTS Group. Broad incumbents are Korn Ferry and Right Management (ManpowerGroup).
Does Self Leaders have an API?
No public API is recorded for Self Leaders.
What industry is Self Leaders in?
Self Leaders's product category is Leadership Development Consulting. Its primary akta.pro industry code is EDABAAAA, Executive Leadership & C-Suite Development, with a secondary code of EDABAAAE, Organizational Culture & Values-Based Leadership. Its SIC code is 8742.