Heartstyles

What Heartstyles does

Heartstyles is a UK-headquartered leadership and character development organization founded in 1987 by Dr. Mara Klemich and Stephen Klemich. The legal entity operating the business is Heart Brands UK Limited (with a parallel Australian entity, Heart Brands Pty Ltd). The company operates a proprietary 360-degree behavioral assessment, the Heartstyles Indicator (HSi), available in 26 languages through heartstylesapp.com and live.heartstylesapp.com. The Indicator feeds a three-stage methodology — Measure (assessment), Activate (tailored online/in-person programs), Cultivate (ongoing coaching and content) — grounded in codified frameworks including the S+T=B formula (Situation + Thinking = Behaviour) and the 'Above/Below the Line' model that distinguishes effective (love/humility-driven) from ineffective (pride/fear-driven) behavior across eight styles. The assessment produces three report types: a Personal Development Guide (PDG), an anonymized Team Development Guide (TDG), and an organization-wide Culture Development Guide (CDG).

The product portfolio extends beyond the Indicator to include tailored organizational programs, 'Virtual Leading with Heart', 'Character in Crisis' virtual wellness sessions, experiential outdoor programmes run from the Cape Town base, extended executive coaching, a 4-day in-person facilitator accreditation program that builds the global Accredited Associates network, and the founders' consumer book 'Above the Line: Living and Leading with Heart'. Revenue is generated through a hybrid mix: multi-year organizational subscriptions for enterprise deployments, fee-for-service executive coaching engagements, paid 4-day facilitator accreditation cohorts, one-time book sales through third-party retail, and unit-priced 1-day 'Heartstyles Experience' events (e.g., Cape Town at R1,200). Distribution is delivered via direct enterprise field sales, the Accredited Associates channel network, online self-serve digital programs, and event-driven demand generation.

Heartstyles serves enterprise clients across at least five continents via regional bases in Texas (Americas), London (EMEA), Sydney (APAC), and Cape Town (Africa/Middle East), with additional reach into Singapore (Southeast Asia). Named customers include QSR and foodservice brands (KFC, Pizza Hut, Taco Bell, Sodexo, The Habit Burger), retail (Puma), direct selling (Amway), construction (Willmott Dixon), insurance (Direct Line Group), transportation (West Midlands Railway), security technology (Smiths Detection), and building materials (Builders First Source). The company is privately held, founder-operated, and bootstrapped since inception with no disclosed external funding, M&A, or institutional ownership.

Name

Heartstyles

Legal name

Heart Brands UK Limited

Website

https://heartstyles.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Heartstyles is a UK-headquartered leadership and character development firm operating the proprietary Heartstyles Indicator, a 360-degree behavioral assessment available in 26 languages. It serves global enterprise clients with tailored programs, executive coaching, and facilitator accreditation across leaders, teams, and organizations.

Ownership category

akta.pro rank

Product category

Leadership Development Services

akta.pro primary industry

Emotional Intelligence, Motivation & Culture-Fit Assessments (BPACAMAI)

akta.pro secondary industry

Wellness Program Design & Accountability Coaching (HSADAGAC)

Keywords

• Leadership development programs
• Behavioral assessment tools
• 360-degree feedback assessments
• Executive coaching services
• Organizational culture transformation

Headquarters

HQ city

Woking

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Organizational Programs: Tailored programs for organizations - whether online or in person - to help participants understand their behaviors and shift them. Includes facilitated programs with accredited associates.
2. Executive Coaching: Extended executive coaching as part of ongoing support for participants continuing their personal development journey.
3. Book Sales: Sale of 'Above the Line: Living and Leading with Heart' book, which includes a free Indicator assessment.
4. Accreditation Program: 4-day in-person accreditation for executive coaches and leadership facilitators to become Heartstyles Accredited Associates.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Heartstyles provides a proprietary 360-degree behavioral assessment tool (Heartstyles Indicator) paired with tailored personal and leadership development programs delivered online or in person. Its methodology focuses on character development rather than personality profiling, helping individuals, teams, and entire organizations shift from fear-and-pride-driven ('below the line') behaviors to love-and-humility-driven ('above the line') behaviors. Programs are facilitated globally by a network of accredited associates and supported by ongoing executive coaching.

Product overview

Heartstyles is a personal development organization offering a suite of interconnected tools and programs centered on its proprietary Heartstyles Indicator assessment. The core product is the Heartstyles Indicator, a 360-degree behavioral assessment tool that generates three types of reports: the Personal Development Guide (PDG) for individuals, the Team Development Guide (TDG) for team dynamics, and the Culture Development Guide (CDG) for organizational culture insights. These assessments are supported by tailored training programs including in-person, virtual, and experiential outdoor formats, as well as extended executive coaching services. The company also publishes the book 'Above the Line: Living and Leading with Heart' by founders Stephen and Mara Klemich. Special offerings like the 'Character in Crisis' virtual series address specific wellness needs. The Indicator is available in 26 languages, with global operations spanning Texas, London, Sydney, and Cape Town.

Differentiator

Problem solved

Functional benefit

Products and services

• Heartstyles Indicator A proprietary 360-degree behavioral assessment tool that provides participants with a comprehensive snapshot of their current behaviors, measuring both self-perception and how others perceive them. Generates Personal Development Guide (PDG), Team Development Guide (TDG), and Culture Development Guide (CDG) outputs. Available in 26 languages via web applications.
• Heartstyles Programmes Tailored personal development programs delivered online or in person for individuals, leaders, teams, or entire organizations. Designed to help participants understand their behavioral patterns and shift toward more effective ways of operating. Facilitated by accredited associates globally.
• Above the Line: Living and Leading with Heart A book authored by co-founders Stephen and Mara Klemich that explains the Heartstyles methodology for building character and shifting behaviors. Sold via external retailers (geni.us) and bundles a free Indicator assessment, serving as a gateway to the Personal Edition.
• Executive Coaching Extended coaching support provided to participants continuing their personal development journey, offering ongoing guidance beyond initial programs as part of the Cultivate stage of the Heartstyles methodology.
• Character in Crisis A series of virtual sessions designed to strengthen character and maintain wellness during challenging times, covering physical, environmental, emotional, social, intellectual, spiritual, and financial wellness dimensions.
• Virtual Leading with Heart A virtual program version of the flagship leadership development offering, enabling remote participation in the Heartstyles methodology for distributed teams and organizations.
• Experiential Outdoor Programmes Outdoor team-building activities and challenges conducted in natural settings such as the Italian Alps and Australian Outback, designed to put Heartstyles concepts into practice in immersive environments.
• Accreditation Program for Associates A 4-day in-person accreditation program for executive coaches and leadership facilitators to become Heartstyles Accredited Associates, enabling them to deliver Heartstyles programs globally.
• 1-Day Heartstyles Experience Events A 1-day immersive event for senior leaders, HR, and L&D professionals to experience the Heartstyles methodology, offered publicly (e.g., in Cape Town) at a set investment per attendee.

Quantifiable outcome

• Reduced team turnover
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• FranklinCovey: Global leadership development and training firm selling enterprise programs (e.g., 'The 7 Habits', 'Lead 4 Success') with proprietary content and certified facilitator networks — directly comparable to Heartstyles' enterprise field sales motion and facilitator-dependent delivery model.
• Hogan Assessments: Provider of personality and behavioral assessment instruments (Hogan Personality Inventory, HDS, MVPI) used in leadership development and 360-degree feedback — directly comparable to Heartstyles' proprietary Heartstyles Indicator in product category and target buyer.
• Development Dimensions International (DDI): Global leadership development firm combining behavioral assessments, leadership programs, and facilitator-delivered enterprise engagements — directly comparable in offering mix, buyer, and delivery model.
• The Myers-Briggs Company: Sells the MBTI and other psychometric assessments integrated into leadership development and team programs — directly comparable as a proprietary assessment-led leadership development vendor.
• Center for Creative Leadership (CCL): Research-driven leadership development organization offering programs, assessments, and coaching to enterprise clients — directly comparable in offering mix and customer profile to Heartstyles.
• Dale Carnegie Training: Long-established global leadership and professional training franchise with certified local licensee/facilitator networks — directly comparable to Heartstyles' accredited associate delivery model and enterprise customer base.
• Aon Assessment Solutions (formerly SHL): Provider of psychometric assessments and talent analytics used in leadership selection and development by global enterprises — directly comparable as an assessment-led vendor competing for similar HR/L&D budgets.
• Gallup: Sells CliftonStrengths and other assessment-based leadership/engagement programs to enterprises globally, combining proprietary psychometric IP with facilitation and coaching — closely comparable in business model and customer base to Heartstyles.
• Wiley Workplace Learning (Everything DiSC): Markets Everything DiSC and The Five Behaviors assessments tied into leadership/team training programs with a certified facilitator ecosystem — directly comparable in product category and channel model.

Broad incumbents

• Korn Ferry: Global organizational consulting firm with a major talent/leadership assessment and development practice that overlaps with Heartstyles' enterprise offering, though Korn Ferry operates as a broad incumbent across executive search, rewards, and consulting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/heartstyles
• Xx.com/heartstylesind
• Facebookfacebook.com/heartstylesindicator

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Heartstyles