Add Insight
Add Insight is a Swedish organizational development consultancy (founded ~2010) that helps enterprise and government clients build psychological safety, high-performing teams, and leadership capability through the Fearless Organization partnership, proprietary assessments, and bespoke training, coaching, and certification services.
- Company typePrivate
- Founded2010
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Add Insight does
Add Insight is a privately held Swedish organizational development and training consultancy founded circa 2010 by Lina Hedin and based in Stockholm and Falun. The firm specializes in psychological safety, leadership development, and team effectiveness, serving primarily enterprise and government clients across manufacturing, defense, retail, transport, healthcare, mining/metals, forestry, telecom, and municipal sectors. Its competitive position rests on the exclusive Swedish partnership with The Fearless Organization (founded on Harvard professor Amy C. Edmondson's research), which gives Add Insight sole domestic rights to the Fearless Organization Scan diagnostic and the Fearless Practitioner certification programme.
The company's product portfolio combines six proprietary assessment instruments - the Fearless Organization Scan, GDQ (Group Development Questionnaire), Lead Forward, Belbin TeamSkills, Team Quality Survey, and Effect - with bespoke service lines covering team development, leadership development, management team development, keynotes/workshops, organizational development, and certification training. Most of the underlying methodologies were developed by named external researchers (Edmondson, Susan A. Wheelan, Stefan Söderfjäll, Meredith Belbin, Henning Bang, Thomas Middlefart, Brené Brown) and are licensed or used under formal partnership, rather than being built as the firm's own intellectual property.
Add Insight operates a sales-led, direct-engagement business model with no public pricing: revenue is generated through bespoke training, coaching, and consulting engagements (multi-year contracts with framework agreements for anchor clients), plus certification course fees and lecture/workshop revenue. The go-to-market combines direct enterprise sales with content marketing and a freemium lead funnel (free psychological safety scan, podcast, downloadable tools, LinkedIn). The customer base of 206 unique organizations includes Sandvik, Trafikverket, Saab, ICA, Boliden, SSAB, Telenor, Scania, Holmen, Region Uppsala, Socialstyrelsen, and Uppsala kommun. Operating geographies are described as Nordic and broader Europe, supported by English-language programme delivery.
Add Insight firmographics
Firmographics- Name
- Add Insight
- Legal name
- Add Insight
- Website
- https://addinsight.se
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Add Insight is a Swedish organizational development consultancy (founded ~2010) that helps enterprise and government clients build psychological safety, high-performing teams, and leadership capability through the Fearless Organization partnership, proprietary assessments, and bespoke training, coaching, and certification services.
- Ownership category
- akta.pro rank
Add Insight industry classification
Industry- Product category
- Organizational Development Consulting
- NAICS
- Management, Scientific, and Technical Consulting Services (5416)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH)
- akta.pro secondary industries
- Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK), Strategy, Decision-Making & Business Acumen Coaching (EDABANAH)
Keywords
Where Add Insight is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Add Insight business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Training and Certification Programs: Revenue from Fearless Practitioner certification courses and other leadership/team development programs. Programs are offered in Swedish and English, combining physical and digital modules.
- Coaching and Consulting Services: Customized coaching and consulting engagements for team development, leadership development, and management team development. Tailored to specific client needs and challenges.
- Lectures and Workshops: Professional presentations and workshop facilitation on psychological safety, high-performing teams, leadership, and organizational topics.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free personal psychological safety survey available |
| Other | Multi-year contract | Customized professional services (training, coaching, consulting) |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels6 records
Add Insight product offering
Product offeringCore offering
Add Insight provides organizational development consulting, training, coaching, and certification programs focused on psychological safety, leadership development, team development, and management team effectiveness. Their offering combines scientifically validated assessment instruments (Fearless Organization Scan, GDQ, Lead Forward, Belbin TeamSkills, Team Quality Survey, Effect) with tailored service programs including team development, leadership development, management team development, keynotes/facilitation, organizational development, and the Fearless Practitioner certification (offered in Swedish and English) plus the Dare to Lead program. They primarily serve Swedish enterprises and government agencies as the exclusive Swedish partner of The Fearless Organization.
Product overview
Add Insight is a consulting and training firm specializing in psychological safety, leadership development, team development, and organizational effectiveness. Their portfolio includes the Fearless Organization Scan (a scientific psychological safety measurement tool developed with Harvard professor Amy C. Edmondson) as a core diagnostic product, complemented by several assessment tools including GDQ (Group Development Questionnaire), Lead Forward, Belbin TeamSkills, Team Quality Survey, and Effect. These tools support their service offerings of team development, leadership development, management team development, keynotes/facilitation, organizational development, and Fearless Practitioner certification programs. Add Insight also provides educational resources including a psychological safety podcast, articles, videos, and practical templates. The company serves as the Swedish partner of The Fearless Organization and has trained over 18,000 managers and employees since founding.
Differentiator
Problem solved
Functional benefit
Products and services
- Fearless Organization Scan
Quantifiable outcome
- Organizations without conscious work: only 40-60% of teams contribute to goals. With Add Insight programs: 80-90% of teams contribute to goals.
- +3 more outcomes
Companies that use Add Insight
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Add Insight technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Add Insight partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- The Fearless OrganizationflagshipAdd Insight is the exclusive Swedish partner and certified training partner of The Fearless Organization, founded on Harvard professor Amy C. Edmondson's research. They offer the Fearless Organization Scan for measuring psychological safety and provide Fearless Practitioner certification programs. This partnership provides Add Insight with exclusive rights to deliver Fearless Organization training and tools in Sweden, including certification of professionals as Fearless Practitioners.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Add Insight competitors and assessment
Company assessmentEmerging players
- Great Place to Work Sweden: Swedish arm of the global workplace culture certification firm, offering culture assessments, surveys, and benchmarking. Comparable as an adjacent player in organizational culture measurement — partially overlapping with Add Insight's psychological safety assessment niche.
Direct peers
- BTS Group: Swedish-founded global consultancy specializing in strategy execution, leadership development, and simulation-based learning. Comparable as a Swedish-origin firm offering custom leadership and team programs to large enterprises, though operating at significantly greater scale.
- Center for Creative Leadership (CCL): US-based global leadership development organization offering assessment, coaching, and leadership programs. Directly comparable in the leadership-assessment and team-development space and competes for the same enterprise training budgets.
- Mercuri Urval: Swedish-founded global executive search and leadership advisory firm offering assessment, coaching, and team/leadership development to enterprise clients. Directly comparable in terms of Nordic enterprise client base, bespoke consulting model, and leadership/team assessment offering.
- Implement Consulting Group: Danish-founded Nordic management consultancy with practices in organizational transformation, change management, and leadership. Comparable as a Nordic-based consultancy working with similar enterprise clients on people-and-change engagements.
- Development Dimensions International (DDI): Global leadership assessment and development firm offering behavioral simulations, 360 feedback, and leadership programs. Comparable as a specialist in leadership assessment, 360 feedback, and development planning — overlapping directly with Add Insight's GDQ/Belbin/TQS toolkit.
- Mannaz: Danish-headquartered leadership development and organizational consulting firm serving enterprise clients across the Nordics. Directly comparable as a Nordic boutique offering leadership programs, assessment tools, and team development to corporate customers.
Broad incumbents
- Korn Ferry: Global organizational consulting firm with talent management, leadership development, and assessment practices. Comparable as a broad incumbent offering overlapping services in leadership advisory, assessment, and organizational consulting, but at much larger scale.
- FranklinCovey: Global leadership and organizational performance firm offering training, coaching, and content (e.g., The 7 Habits). Comparable as a broader incumbent in the leadership development space with overlapping content offerings and enterprise sales motion.
- Right Management (ManpowerGroup): Global talent and career consulting firm offering leadership development, coaching, and outplacement. Comparable as a broader incumbent in the talent and leadership development space with overlapping assessment and development offerings.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Add Insight social profiles
Digital presenceAdd Insight financial estimates
Financial estimateRevenue estimate
Valuation estimate
Add Insight leadership team
Management profileNumber of profiles
Profiles8 records
Add Insight funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Add Insight M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Add Insight
What does Add Insight do?
Add Insight provides organizational development consulting, training, coaching, and certification programs focused on psychological safety, leadership development, team development, and management team effectiveness. Their offering combines scientifically validated assessment instruments (Fearless Organization Scan, GDQ, Lead Forward, Belbin TeamSkills, Team Quality Survey, Effect) with tailored service programs including team development, leadership development, management team development, keynotes/facilitation, organizational development, and the Fearless Practitioner certification (offered in Swedish and English) plus the Dare to Lead program. They primarily serve Swedish enterprises and government agencies as the exclusive Swedish partner of The Fearless Organization.
Is Add Insight a public or private company?
Add Insight is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Add Insight founded?
Add Insight was founded in 2010. It employs 1 to 10 people.
Where is Add Insight based?
Add Insight is headquartered in Stockholm, Sweden, in the Europe region.
How does Add Insight make money?
Three revenue lines are on record. Training and Certification Programs are the primary driver. The others are coaching and Consulting Services and lectures and Workshops.
Who are Add Insight's main competitors?
Great Place to Work Sweden is listed as an emerging player. Direct peers are BTS Group, Center for Creative Leadership (CCL), Mercuri Urval, Implement Consulting Group, Development Dimensions International (DDI) and Mannaz. Broad incumbents are Korn Ferry, FranklinCovey and Right Management (ManpowerGroup).
Does Add Insight have an API?
No public API is recorded for Add Insight.
What industry is Add Insight in?
Add Insight's product category is Organizational Development Consulting. Its primary akta.pro industry code is BPACAJAH, Talent Management & Leadership Advisory (Succession, Performance, Culture), with a secondary code of EDABAAAK, Leadership Assessment, 360 Feedback & Development Planning. Its NAICS code is 5416 and its SIC code is 8742.