Best Fit

What Best Fit does

BestFit (legal entity: Best Fit Ltd., Gibraltar) is a behavioral science-based SaaS platform founded in 2015 that uses a proprietary 3-minute discovery journey of indirect questions to surface unconscious personality traits and decision drivers in customers. The platform, branded as Humanistic Artificial Intelligence (HAI), combines questionnaire-based assessments, behavioral science methodology grounded in Nobel prize-winning academic research, and proprietary algorithms to produce psychographic profiles built on 35+ predictors (including emotional vs. rational processing, price/value sensitivity, sophistication, curiosity, stress resistance, and risk tolerance). Core modules include People Profiling, Product Profiling, People-to-People Matching and People-to-Product Matching, operationalized through use cases in lead generation, customer acquisition, hyper-personalization, NPS improvement, up-sell/cross-sell, and HR assessment.

The company targets primarily financial services and insurance verticals, with secondary expansion into healthcare, HR/recruitment, consumer goods and technology. Delivery is via direct enterprise sales with both turnkey project and SaaS/API deployment, the latter requiring no IT integration. Revenue mechanics are subscription/recurring, though specific pricing is not publicly disclosed. The platform has facilitated approximately 4 million discovery journeys with reported outcomes including ~90% engagement, ~25% conversion, 525% sales funnel improvement, 350% marketing opt-in increases, and 400% increases in digital channel usage at client sites.

BestFit is privately held and founder-owned (founded by Sonja Kohn, with Theo Bouts as Chairman and Prof. Dr. Moran Cerf as Chief Scientist), with no disclosed external funding. It has been recognized as a Gartner Cool Vendor in 2020 and 2021, won the DIA "Solution with Greatest Strategic Impact" award in 2021, and operates across Europe, the Middle East, Oceania and North America with an 11-50 person team headquartered in Gibraltar.

Name

Best Fit

Legal name

Best Fit Ltd.

Website

https://bestfithi.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

BestFit is a Gibraltar-based behavioral science SaaS platform using indirect 3-minute questionnaires to produce psychographic profiles for hyper-personalization. It serves primarily banks, insurers and HR/recruitment clients via direct enterprise sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Gibraltar

HQ country

Gibraltar

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS/Platform Subscription: BestFit operates as a SaaS platform delivering behavioral science-based insights through subscription or licensing arrangements. Services are delivered as turnkey projects including planning, development, execution, and analysis. API and SaaS solutions are available for enterprise clients without requiring IT integration.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

BestFit operates a behavioral science-based SaaS platform called HAI (Humanistic Artificial Intelligence) that uses a 3-minute discovery journey of indirect questions to reveal deep personality traits and decision drivers. The platform combines questionnaire-based assessments, behavioral science principles, and proprietary algorithms to generate psychographic data and insights for enterprise clients in banking, insurance, healthcare, HR, and retail. It enables hyper-personalization, lead generation, customer segmentation, agent-customer matching, and HR assessment without requiring IT integration.

Product overview

BESTFIT is a behavioural science-based Humanistic Artificial Intelligence (HAI) platform that combines questionnaire-based assessments, proprietary algorithms, and over 35 unconscious predictors to generate human-centred psychographic data and insights. The platform is delivered as a SaaS solution with no IT integration required. The core HAI platform encompasses four integrated modules: People Profiling (personality trait identification and psychographic clustering), Product Profiling (cognitive and emotional product scoring), People-to-People Matching (agent-customer personality matching), and People-to-Product Matching (next-best-offer recommendations). These modules are operationalized through use cases including Lead Generation, Customer Acquisition, Hyper-Personalization, Customer Satisfaction/NPS, Up-sell/Cross-sell, and HR Assessment and Coaching. All capabilities are accessed via a 3-minute discovery journey with instant results, and can be delivered as turnkey projects from planning through execution and analysis. The platform competes in the post-third-party-cookie era by relying on first-party, consent-based data collection.

Differentiator

Problem solved

Functional benefit

Products and services

• HAI - Humanistic Artificial Intelligence

Quantifiable outcome

• 525% improvement in sales funnel performance
• +8 more outcomes

Named customers22 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Scale indicators12 records

Recent moves1 record

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bestfit-digital
• Facebookfacebook.com/profile.php

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Best Fit