What Smart Culture does

Smart Culture is a Madrid-headquartered organizational culture and leadership consulting firm founded in 2015 and structured as a Sociedad Limitada Unipersonal (single-member private limited company). The firm serves enterprise clients across Spain and more than 15 additional countries, with named engagements spanning insurance (AXA, Zurich), professional services (EY), pharmaceuticals (Roche), industrials (Schneider Electric, Daikin), consumer and retail (Mango, Mahou San Miguel), and gaming and real estate (Codere, Hipoges). Its delivery model is project-based, senior-practitioner-led, and supported by a multidisciplinary team of approximately 11-50 people with credentials including ICF-certified executive coaching and affiliations with AED and AEP.

The company's offering is organized around six branded service lines: Smart IA (AI-era culture and leadership advisory), Smart High Performing Executive Teams, Smart Leadership, Smart Disruption, Smart Talent, and Smart Evolution. Layered on top are recurring programs targeting distinct cohorts, including Smart Coaching in Company, Smart Women (currently in its 17th edition), Smart Emotions, Smart Future (launched 2025 for students aged 16-20), and Smart Next Generation (launched 2025 for family-business successors). Methodologies are proprietary and brand-protected, and the firm reports multi-year enterprise relationships, with AXA and Hipoges cited as 10-year-plus clients.

Revenue mechanics are not publicly disclosed and no funding rounds have been reported. The business model appears to combine long-cycle enterprise transformation engagements with annual recurring program revenues from flagship cohort-based offerings. Strategic momentum in 2025 is concentrated on a corporate reinvention tied to the Smart IA advisory practice, the addition of two new cohort programs (Smart Future and Smart Next Generation) that extend the addressable market beyond enterprise accounts, and continued cross-border delivery into more than 15 countries.

Name

Smart Culture

Legal name

SMART CULTURE SLU

Website

https://smartculture.es

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Smart Culture is a Madrid-based organizational culture and leadership consulting firm founded in 2015 that delivers culture transformation, executive coaching, and AI advisory services to enterprise clients across 15+ countries, primarily in Spain and LATAM.

Ownership category

akta.pro rank

Product category

Organizational Culture Consulting

NAICS

Management, Scientific, and Technical Consulting Services (5416), Professional and Management Development Training (61143)

SIC

Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH)

akta.pro secondary industries

Organizational Culture & Values-Based Leadership (EDABAAAE), Emotional Intelligence, Motivation & Culture-Fit Assessments (BPACAMAI), DEI, Inclusive Leadership & Cultural Intelligence Coaching (EDABANAJ), Innovation Leadership & Leading Growth (EDABAAAO), Creativity & Innovation Mindset (EDABAMAH)

Keywords

• Organizational culture consulting
• Leadership development programs
• Talent management consulting
• Executive coaching services
• Organizational transformation services

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Organizational Culture Consulting: Strategic consulting engagements to align organizational strategy, culture, and human talent. Engagements include diagnosis, transformation design, and implementation support for creating high-performance, ethical, sustainable organizations.
2. Leadership Development Programs: High-impact programs including Smart Coaching in Company (9 editions, ICF certified), Smart Women (17 editions), Smart Emotions, Smart Future, and Smart Next Generation. Programs designed for executives, managers, and emerging talent.
3. Smart IA Advisory Services: AI adoption consulting services helping organizations integrate artificial intelligence coherently with their values, purpose, and culture. Includes diagnostic assessments, strategic planning, and implementation support.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Smart Culture provides organizational-culture, leadership, talent, and transformation consulting to enterprise clients. It delivers named leadership, coaching, emotional-intelligence, women’s talent, youth-leadership, and family-business succession programs, as well as AI-adoption advisory through Smart IA.

Product overview

Smart Culture is an organizational culture consulting firm offering a portfolio of six interconnected service lines: Smart IA (AI adoption), Smart High Performing Executive Teams, Smart Leadership, Smart Disruption, Smart Talent, and Smart Evolution. These are complemented by five impact programs: Smart Coaching in Company, Smart Women, Smart Emotions, Smart Future, and Smart Next Generation. The company integrates AI strategically as an enabler for cultural transformation, combining human-centered consulting with technology to help organizations align strategy, culture, and people for sustainable high performance.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart IA AI advisory and accompaniment service that helps organizations integrate artificial intelligence with their culture, leadership, values, and strategic purpose through diagnosis, experiential learning, pilot projects, and implementation support.
• Smart High Performing Executive Teams Service for Boards of Directors, Direction Committees, executive teams, and peer groups that seeks to improve collective effectiveness beyond individual executive contributions.
• Smart Leadership Leadership development service for executives and managers that includes leadership-model design, humanistic leadership programs, and executive coaching.
• Smart Disruption Service focused on disruptive and critical thinking, cognitive diversity, innovation, and diversity, equity, and inclusion initiatives within organizations.
• Smart Talent Talent attraction and development service that includes talent-management model design, potential evaluation, succession planning, and executive search.
• Smart Evolution Organizational transformation service covering diagnosis, strategic-objective definition, leadership-model redesign, agile mindset activation, change management, and reskilling and upskilling programs.
• Smart Coaching in Company Leadership coaching program that develops coaching capabilities among executives and managers so they can challenge, develop, and improve team performance. It is ICF certified and has completed nine editions.
• Smart Women Female talent development program that combines knowledge, strategies, and skills intended to help women succeed in organizations by leveraging their strengths. It has completed 17 editions.
• Smart Emotions Well-being and emotional-intelligence development program for individuals, teams, and organizations, launched in 2020 in response to organizational well-being needs.
• Smart Future Leadership program for students aged 16–20 that develops self-knowledge, self-leadership, and 21st-century leadership skills while complementing academic training.
• Smart Next Generation - Empresas Familiares Succession development program for young family-business successors preparing for future Board responsibilities through leadership, humanism, and corporate governance development.

Quantifiable outcome

• 79% of leaders believe AI will be key to organizational success, but only 20% have actually integrated it into daily operations - Smart Culture bridges this gap

Named customers21 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mercer: Global consulting firm with significant talent, organizational design, and leadership practices. Overlaps Smart Culture's culture transformation and Smart Talent service lines as part of a wider HR consulting portfolio.
• Bain & Company: Global strategy consultancy with Organization and Talent practices. Overlaps Smart Culture's culture, executive team effectiveness, and leadership transformation engagements at large Spanish enterprises.
• McKinsey & Company: Global management consultancy with an Organization Practice covering culture, leadership, and change. Competes for large Spanish enterprise mandates, particularly as clients seek AI-enabled organizational transformation.
• Korn Ferry: Global organizational consulting firm with deep leadership development, talent management, and executive coaching practices. Directly overlaps Smart Culture's core offerings as part of a broader portfolio.
• Spencer Stuart: Global executive search and leadership advisory firm with a board advisory and leadership consulting practice. Overlaps Smart Culture's executive coaching and board advisory engagements at the C-suite level.
• Russell Reynolds Associates: Global leadership advisory and executive search firm serving boards and C-suites. Competes in succession planning, leadership assessment, and executive team advisory where Smart Culture operates.

Direct peers

• IE Business School: Madrid-based institution offering executive education, leadership programs, and custom corporate programs. Closely comparable to Smart Culture in targeting Spanish enterprise leadership development and offering bespoke programs for executives.
• EAE Business School: Spanish business school offering MBA, master's, and corporate training programs. Competes for the same enterprise upskilling and leadership development budgets as Smart Culture's high-impact programs.
• ESADE: Barcelona-based business school with a strong executive education and leadership development practice serving major Spanish and international enterprises. Comparable as a competitor for C-suite training and custom corporate programs in Spain.

Emerging players

• pdpeople: Spain-based boutique consulting firm specializing in human resources, organizational culture, and executive development. Highly comparable as a similarly-boutique Spanish competitor in the same niche as Smart Culture.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SmartCultureGO
• LinkedInlinkedin.com/company/smart-culture

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Smart Culture