What Mindset does

Mindset is a Swedish-headquartered leadership development company operating as Mindset Group with 120 employees across six offices in Sweden, Germany, Austria, South Africa, and Brazil, and an extended delivery footprint of 21 countries via the MDI partner network. The company designs and delivers evidence-based, custom leadership development programs for large enterprises and public-sector organizations, anchored in its proprietary High Performance Learning Journeys (HPLJ) methodology, which is grounded in research from Donald Kirkpatrick, Kevin Ford, and Robert Brinkerhoff. Mindset holds Gold Certified Kirkpatrick Professionals status and a Brinkerhoff Evaluation Institute partnership, and its delivery model emphasizes 5x greater impact compared to traditional training, supported by an NPS of 85.

Mindset's core technology is the Promote® SaaS learning platform, which connects the components of effective learning journeys, drives learning-to-performance transfer, supports measurement and follow-up, enables managerial involvement, and facilitates social learning. The group's portfolio is organized around five sub-brands: Mindset (core leadership development), Promote® (SaaS L&D platform), Induction (onboarding), Avidity (software development), MDI (local trainer network in 21 countries), and PMIdeas (project management training).

Mindset generates revenue through three streams: custom multi-year leadership development program engagements (program design, delivery, and ongoing contracts), subscription or bundled access to the Promote® SaaS platform, and consulting/advisory services. Pricing is custom-quoted based on program scope, participant count, delivery format, and contract length. Go-to-market is consultative, direct enterprise sales primarily targeting Nordic major corporations and multinationals, with named customers spanning SSAB, Orkla, Scania, Peab, TRATON Group, Swedish Transport Administration (Trafikverket), Ambea, GKN Aerospace Engines, and Väderstad. The company has earned multiple Brandon Hall Group Gold awards, an EFMD Excellence in Practice Award, and consecutive Great Place to Work Sweden recognition in 2024 and 2025.

Name

Mindset

Legal name

Mindset AB

Website

https://mindset.se

Company type

Private

Founded year

1998

Operating status

Operating

Short description

Mindset is a Sweden-headquartered leadership development firm serving large Nordic enterprises and multinationals with evidence-based, multi-year leadership programs built on the proprietary HPLJ methodology and the Promote® SaaS learning platform, delivered via 120 employees and a 21-country partner network.

Ownership category

akta.pro rank

Product category

Leadership Development & Training Services

NAICS

Professional and Management Development Training (61143), Educational Support Services (61171), Business Schools and Computer and Management Training (6114)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Corporate & Leadership Development (BPACANAA)

akta.pro secondary industries

Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH), Executive Leadership & C-Suite Development (EDABAAAA), Strategy, Decision-Making & Business Acumen Coaching (EDABANAH), Data & Metrics for PM/PPM (Analytics, KPIs, Experimentation) (EDABAHAL)

Keywords

• Leadership development programs
• Executive training services
• Behavioral change training
• SaaS learning platform
• Organizational transformation consulting

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Leadership Development Programs: Custom-designed, large-scale leadership development programs delivered to enterprise clients. Programs are structured as multi-month learning journeys combining instructor-led sessions, practical application, virtual follow-up, and coaching. Revenue is generated through program design fees, delivery fees, and ongoing engagement contracts. Programs are typically multi-year commitments.
2. SaaS Learning Platform (Promote®): The Promote® digital learning platform is offered as part of or alongside leadership programs. It enables measurement, follow-up, social learning, and drives learning-to-performance transfer. Likely sold on a subscription or license basis as part of bundled program delivery.
3. Consulting and Advisory Services: Mindset provides ongoing consulting alongside training, including needs assessment, program design, delivery, and measurement of effects. Services are sold directly to enterprise clients on a project or retainer basis.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Mindset designs and delivers large-scale, multi-year evidence-based leadership development programs for large enterprises, public sector bodies, and multinational corporations. Programs are structured as High Performance Learning Journeys (HPLJ) combining instructor-led sessions, practical application, virtual follow-up, and coaching, supported by the proprietary Promote® SaaS learning platform that enables measurement, manager involvement, and social learning. Engagement begins with a consultative needs assessment and is sold as a custom multi-year contract bundled with the Promote® platform.

Product overview

Mindset offers a unified portfolio centered on its core leadership development brand, supplemented by the Promote learning platform (SaaS) for L&D. Additional brands include Induction (onboarding), Avidity (software development), MDI (local trainers in 21 countries), and PMIdeas (project management training). The High Performance Learning Journeys methodology, when combined with Promote software, enables measurable behavioral change and drives results toward strategic goals.

Differentiator

Problem solved

Functional benefit

Brands

• Promote: Learning platform for L&D
• Induction
• Avidity
• MDI
• PMIdeas

Products and services

• Mindset Leadership Development Programs Custom-designed, multi-year evidence-based leadership development programs for large enterprises and public sector organizations. Programs combine instructor-led sessions, practical application, virtual follow-up, and coaching, structured as High Performance Learning Journeys (HPLJ) and supported by the Promote® platform for measurement and follow-up.

Quantifiable outcome

• 5x greater impact vs. other training programs
• +5 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ESMT BerlincoreStrategic or Co-development PartnerCollaboration with ESMT Berlin business school to combine the latest research with business application. Jointly developed and delivered the TRATON leadership development program for five global brands across four countries. ESMT provided world-class faculty and academic rigor while Mindset contributed practical application and behavioral change methodology.
• Kirkpatrick PartnersminorOthersMindset holds Gold Certified status from Kirkpatrick Partners, confirming competency in applying the Kirkpatrick four-level evaluation model to training programs. This is a professional certification rather than a commercial partnership.
• Brinkerhoff Evaluation InstituteminorOthersMindset maintains a partnership with Brinkerhoff Evaluation Institute for result-oriented evaluation of training programs. This is a certification/compliance relationship rather than a commercial partnership.
• MDI (Mindset Development International)coreChannel Partner/ Reseller/ DistributorMDI is part of the Mindset Group and provides local presence with leadership and sales trainers in 21 countries, enabling global delivery of Mindset programs with local cultural adaptation.
• Promote® (internal product)coreTechnology or IntegrationPromote® is Mindset's proprietary digital learning platform that enables learning-to-performance transfer. It is used as a core enabler of all HPLJ-based programs, supporting measurement, follow-up, social learning, and manager involvement.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• BetterUp: Digital coaching and leadership development platform combining AI-driven personalization with executive coaching. Represents the emerging tech-enabled, coaching-led model that competes with Mindset's blended leadership programs.
• Hult EF Corporate Education: Custom corporate education and leadership programs from Hult EF combining business school faculty with practical application. Comparable to Mindset's ESMT Berlin co-delivery model and large-enterprise leadership engagements.

Direct peers

• DDI (Development Dimensions International): Global leadership development firm specializing in leadership selection, training, and succession for large enterprises. Closely matches Mindset's evidence-based, assessment-driven enterprise leadership development approach.
• Center for Creative Leadership (CCL): Nonprofit specializing in leadership education and research serving global enterprises and public sector. Comparable to Mindset in evidence-based methodology, executive programs, and enterprise training delivery.
• The Ken Blanchard Companies: Leadership and management training company with proprietary content (e.g., Situational Leadership) sold to enterprises globally. Directly comparable in selling branded leadership methodologies to large organizations.
• FranklinCovey: Direct competitor in enterprise leadership and organizational performance training, with proprietary content (e.g., The 7 Habits) and global delivery. Highly comparable methodology-led, enterprise-focused leadership development model.

Broad incumbents

• Korn Ferry: Global organizational consulting firm offering leadership development, executive search, and talent management. Comparable to Mindset as a buyer of large-enterprise leadership programs, though far broader in scope and globally scaled.
• Dale Carnegie Training: Long-established global leadership and professional development training provider with presence in 100+ countries. Comparable enterprise training orientation and international delivery network, though broader and less Nordic-specialized.
• Skillsoft: Large corporate learning platform offering leadership, tech and compliance training content via SaaS. Adjacent to Mindset's Promote® platform but with a much broader content catalog and global enterprise footprint.

Others

• EFMD (European Foundation for Management Development): European management education association that has jointly awarded Mindset (EFMD Excellence in Practice). Acts as ecosystem/adjudicator in European leadership development rather than direct competitor, but signals the peer ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mindset-ab

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Mindset