The 23plusone Collective

What The 23plusone Collective does

The 23plusone Collective Coöperatie U.A. is a Dutch cooperative registered in Amsterdam that commercializes the 23plusone method, a science-based framework for Emotive Dynamics that measures 24 universal human drives organized into five domains (Safety, Self-development, Ambition, Vitality, Attraction). The methodology was developed since 2006 by Kim Cramer PhD and Alexander Koene, with statistical validation by Erasmus University Rotterdam and academic guidance from psychologist Nico Frijda; the underlying research database covers 80,000+ respondents and 300+ brands. The core deliverable is the 23plusone instrument — physical and digital visual-stimuli cards (4 pictures and 2 words per card) used to bypass rational cognition and run Emotive Drive Analysis (EDA), supported by the Brand Trinity framework for translating drive profiles into brand story paragraphs.

The business operates a community-led go-to-market model. Certified experts (50+ across the Netherlands, Malaysia, and South Africa) are trained through Mastery School and Seasonal School programs (€492 ex VAT per participant) and licensed via an annual Member License of €1,320/year plus a one-time €492 certification fee, granting full commercial rights, exclusive digital materials, a website listing, and voting rights in the cooperative. Direct enterprise buyers access the method via custom-priced Company Licenses for internal use, while individual consumers can purchase a single card set for non-commercial self-reflection. Marketing relies on content (blog/news), LinkedIn, newsletter, and community events, with the November 2024 cooperative launch formalizing the member-owned governance structure and the June 2024 United Edition introducing multilingual support and an updated card inventory.

End-client engagements are delivered through certified experts rather than directly, and the published customer footprint — Heineken, Shell, BMW, Renault, ING, Rabobank, KPN, Miele, NS, Oxfam Novib, City of Amsterdam, TNO, and others across healthcare, government, nonprofit, financial services, retail, and transportation — reflects the installed reach of the expert network rather than direct enterprise contracts held by the cooperative. The company is registered as a Coöperatie U.A. with no disclosed external funding, no parent company, and no public listing; trademarks and copyright are registered in the name "23plusone." No AI/ML capabilities are evident in the product stack, which remains anchored in the visual-stimulus psycho-empirical instrument and classical statistical validation.

Name

The 23plusone Collective

Legal name

The 23plusone Collective Coöperatie U.A.

Website

https://23plusone.org

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

The 23plusone Collective Coöperatie U.A. is an Amsterdam-based Dutch cooperative that licenses a scientifically validated methodology for measuring 24 universal human drives to a global network of 50+ certified experts serving HR, branding, and change-management clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Certified Expert Membership: Annual individual membership license (€1,320/year) plus first-year certification fee (€492), granting full commercial use of 23plusone, exclusive digital materials, 50% discount on cards, website listing, and event participation.
2. Company License: Custom-priced organizational license for companies with multiple internal experts, includes full commercial use, card discounts, and in-company training programs.
3. Card Sales: Sale of physical 23plusone card sets for personal, non-commercial use only (maximum one set per customer).
4. Mastery School Training: Certification training program priced at €492 ex VAT, including card set, drinks, and finger food. Limited to 15 participants with one free student spot.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The 23plusone Collective licenses and trains professionals in a proprietary Emotive Dynamics methodology built on 24 universal human drives across five domains. Its commercial offering combines visual card-based tools (23plusone Cards and the United Edition), the Emotive Drive Analysis (EDA) instrument, certification training (Mastery School and Seasonal School), and annual Member and Company Licenses that grant commercial use of the method.

Product overview

The 23plusone Collective offers a unified methodology platform centered on the 23plusone Method for Emotive Dynamics. The core offering consists of the 23plusone Cards (physical/digital visual tool) and the Emotive Drive Analysis (EDA) instrument. The product portfolio includes Mastery School and Seasonal School as training programs that lead to Expert Certification. The Expert Certification Program provides Member and Company licenses for commercial use of the methodology. The recent United Edition represents an updated version of the card set with enhanced diversity and multilingual support.

Differentiator

Problem solved

Functional benefit

Products and services

• 23plusone Cards (Physical and Digital) A visual tool consisting of 24 cards representing universal human emotional drives, each containing 4 pictures and 2 words. Available in physical card format for workshops and reflection exercises, or as a digital tool for online engagement. The United Edition card backs include imagery in 8 languages and is designed to bypass rational brain responses to access subconscious emotional drivers during Emotive Drive Analysis.
• Emotive Drive Analysis (EDA) The quantitative measurement methodology of the 23plusone method that uses the visual stimuli cards and digital tools to measure 24 universal human drives. EDA bypasses the rational brain to access subconscious emotional drivers and is used by certified experts for brand positioning, culture development, and change management engagements with organizations.
• Mastery School An advanced certification training program that teaches participants the scientific background of the 23plusone method, methods for creating happy and purpose-driven culture, and how to work with emotive profiles. Priced at €492 ex VAT per participant and includes a set of 23plusone cards, drinks, and finger food. Sessions are limited to a maximum of 15 participants with one free spot reserved for students, and successful completion leads to Certified Expert membership.
• Seasonal School An interactive workshop program in which participants learn to create inspiring concepts, analyze emotional profiles, and facilitate meaningful conversations using the 23plusone method. Led by trainers Carmen Phillips and Roos Verkerk and intended as an entry experience that can lead into the Mastery School certification track.
• Expert Certification Program (Member and Company Licenses) A licensing program for professionals and organizations to become certified 23plusone practitioners with full commercial use rights. The Member License is priced at €1,320/year plus a one-time €492 certification class fee in the first year and grants access to exclusive digital materials, 50% discount on card sets, featured listing on the website, and event participation. The Company License is custom-priced for organizations with multiple internal experts and includes in-company training programs.

Quantifiable outcome

• Over 80,000 respondents analyzed in research database
• +2 more outcomes

Named customers28 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• BR-ND PeoplecoreStrategic or Co-development Partner · 1 January 2006BR-ND People is the consultancy behind 23plusone, led by co-founders Kim Cramer PhD and Alexander Koene. The company developed the methodology combining brand science with psychological research. BR-ND People is a B-Corp certified organization focused on using Emotive Dynamics to create healthier, more human-centric organizations.
• Erasmus University RotterdamcoreTechnology or IntegrationStatistical validation and quantitative validations for the 23plusone instrument have been conducted by Erasmus University Rotterdam, providing scientific credibility to the methodology.
• Nico FrijdacoreStrategic or Co-development PartnerPsychologist Nico Frijda encouraged and guided Cramer and Koene in their research to identify the 24 emotional drivers, contributing to the academic foundation of the methodology.
• SWOCC (Foundation for Scientific Research in Commercial Communication)coreStrategic or Co-development PartnerSWOCC, affiliated with the University of Amsterdam, included the 23plusone model in their Book of Brand Management Models. SWOCC gathers and develops scientific knowledge on how brands and communication work.
• Triodosbank N.V.minorOthersTriodosbank N.V. is the banking partner for The 23plusone Collective, providing financial services including IBAN NL44TRIO0254762859.
• Edge WorkspacesminorOthersThe 23plusone Collective headquarters is located at Edge Olympic building in Amsterdam, a modern workspace provider.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Insights Group (Insights Discovery): Insights Discovery uses a colored-cards-based personality/psychology methodology (four-colors framework) licensed to a global network of accredited practitioners. It is the closest direct peer to 23plusone's visual-card-based emotional drives methodology delivered through a certified-expert cooperative.
• Barrett Values Centre: Barrett Values Centre offers a values-based cultural transformation assessment and training methodology licensed to consultants globally. It targets the same culture/values buyer as 23plusone and uses a similar practitioner-licensing model.

Broad incumbents

• Korn Ferry (Korn Ferry Assess): Korn Ferry provides organizational consulting, leadership development, and assessment instruments including Korn Ferry Assess. It overlaps with 23plusone at the intersection of culture, leadership, and brand/marketing transformation engagements.
• FranklinCovey: FranklinCovey licenses methodology-based leadership and culture content (e.g., 7 Habits) through a global facilitator network. The practitioner-licensing plus content-driven model is structurally analogous to 23plusone's certified expert ecosystem.
• Hogan Assessments: Hogan provides personality assessments used in leadership development, recruitment, and organizational culture projects. It sells to similar enterprise HR buyers as 23plusone and competes in the drives/personality methodology category.
• Center for Creative Leadership (CCL): CCL is a research-driven leadership development institution offering assessments and training to enterprise HR/L&D buyers. It overlaps with 23plusone in culture, leadership, and transformation engagements, though at much larger scale.
• Gallup (CliftonStrengths / StrengthsFinder): Gallup operates the dominant 34-talent strengths assessment methodology, used in coaching, culture, and leadership engagements worldwide. It targets the same HR/L&D/culture buyer as 23plusone but at vastly greater scale and with deeper enterprise validation.
• Everything DiSC (Wiley): Everything DiSC is a personality/behavior assessment licensed through a network of certified practitioners for workplace culture and team development. It is comparable to 23plusone's visual-tool-based, certified-expert-licensed positioning.

Emerging players

• Birkman International: Birkman provides personality and occupational assessments used by coaches and consultants for team and leadership development. It serves the same HR/development buyer as 23plusone via a practitioner-licensed delivery model.

Others

• International Coach Federation (ICF) credentialed coach networks: ICF accredits individual coaches globally and represents the wider certified-practitioner ecosystem where 23plusone experts often sit. It is comparable as the broader ecosystem/training/credentialing infrastructure that overlaps with 23plusone's certified-expert community.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/23plusone-friends

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The 23plusone Collective