Criativa Humana

What Criativa Humana does

Criativa Humana is a São Paulo-based behavioral analysis company that has, since its founding around 1999-2000, built and continuously refined the PAT® (Profile Analysis Tool), a proprietary behavioral predictability algorithm composed of more than 3,560,000 mathematical equations and applied to over 800,000 individuals across 25 years. The product portfolio is organized around two anchor offerings: PAT® Executive, a comprehensive behavioral report combining the Profile, Risk, Environment, and Competencies modules with an optional Leadership add-on built on the PAT algorithm and Harvard studies; and PAT® Corporate, an online SaaS platform providing access to recruitment and selection, job profiling, 360-degree objective performance evaluation, management dashboard, and individual development plan modules — including specialized PAT Risk and PAT PDI Risk products for safety-critical industrial environments under Brazil's NR-01 framework. The company serves large and mid-to-large enterprises across mining, steel, beverages, retail pharmacy, transportation, education, healthcare, agribusiness, payments, energy, and industrial services, with named customers including Gerdau, Coca-Cola Femsa, Stone, Raízen, B. Braun, Estácio/Yduqs, CCR, Usiminas, and Pop Pharmacy, and operations extending across multiple Brazilian states and into the United States.

The business runs on a quote-based subscription model for the PAT Corporate platform and executive reports, complemented by a recurring professional-services revenue stream from PAT Analyst I and II certification workshops, Collective Feedback sessions, and Shaping Behaviors seminars delivered both online and in-company. Distribution is direct-to-enterprise with no third-party resellers, supported by WhatsApp, multi-language web forms, and a podcast/video studio for content-led demand generation. The team of 44 is led by Director Milton Leme and algorithm creator Ligia Angela (Human Behavior Scientist), supported by master trainers, certified analysts, and consultants including a dedicated lead for USA and Latin America. LGPD compliance with a named Data Protection Officer formalizes the company's posture for handling sensitive employee data, and claimed outcomes include up to a 50% reduction in turnover (per a Pop Pharmacy CEO testimonial) and improved hiring accuracy across the customer base.

Name

Criativa Humana

Legal name

Criativa Humana

Website

https://criativahumana.com.br

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Criativa Humana is a São Paulo-based behavioral analysis firm that has run the proprietary PAT® algorithm on 800,000+ individuals over 25 years, selling subscription access to its PAT Corporate platform and executive behavioral reports to enterprise clients across mining, manufacturing, retail, healthcare, and education.

Ownership category

akta.pro rank

Product category

Behavioral Analytics Software for Human Resources

NAICS

Human Resources Consulting Services (541612), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

Computerized Adaptive Testing (CAT) & Psychometric Analytics Platforms (EDAFADAD)

Keywords

• Behavioral assessment platform
• Human resources analytics
• Organizational development tools
• Talent selection software
• Leadership assessment solutions

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. PAT Corporate Platform Subscription: SaaS-based platform subscription model granting access to PAT assessment tools and corporate management modules. Access is released upon subscribing to at least one of the products composing PAT Corporate (PAT R&S, PAT Cargo, PAT AED, PAT Painel, PAT PDI).
2. PAT Executive Report: Comprehensive executive report sold as an integrated package including PAT Profile, PAT Risk, PAT Environment, and PAT Competencies, with optional add-on of PAT Leadership for an additional fee. Targets behavioral management of individuals or teams.
3. PAT Analyst Training Programs: Corporate training workshops including PAT Analyst I (16 hours, 2 consecutive days), PAT Analyst II (advanced), Collective Feedback (4 hours), and Shaping Behaviors (8 hours). Offered both online and in-person.
4. PAT R&S Module with PAT Lite: Recruitment and selection module bundled with unlimited access to PAT Lite (condensed version of PAT Profile), sold as a subscription product.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Criativa Humana sells the PAT® (Profile Analysis Tool) behavioral predictability platform, a proprietary algorithm of more than 3,560,000 mathematical equations, to corporate clients. The platform is delivered via the PAT® Corporate ASP platform (subscription-based modules for recruitment, job profiling, performance evaluation, dashboards, and individual development plans) and the PAT® Executive report product (behavioral management for individuals/teams), plus certified PAT Analyst training workshops.

Product overview

Criativa Humana offers PAT® (Profile Analysis Tool), a proprietary behavioral predictability analysis platform comprising a core algorithm of over 3,560,000 mathematical equations. The portfolio includes two main products: PAT® Executive (comprehensive report combining PAT Profile, Risk, Environment, and Competencies modules) and PAT® Corporate (an online platform providing access to PAT R&S, Cargo, AED, Painel, and PDI modules). Additional modules include PAT Leadership, PAT Lite, and PAT PDI Risk. The company also provides professional training events including PAT Analyst I and II certification courses, Collective Feedback workshops, and Shaping Behaviors seminars. All products share the common PAT algorithm foundation and are designed for corporate applications including recruitment, performance evaluation, leadership development, and workplace safety.

Differentiator

Problem solved

Functional benefit

Products and services

• PAT® Executive Comprehensive behavioral management report combining PAT Profile, PAT Risk, PAT Environment, and PAT Competencies modules for managing individuals or teams, with an optional PAT Leadership add-on. Indicated for executives and teams seeking to reduce turnover.
• PAT® Corporate Platform ASP online platform providing corporate subscribers access to the full suite of PAT assessment functions and management tools. Access is granted upon subscription to at least one PAT Corporate product.
• PAT R&S (Recruitment and Selection) Recruitment and selection module providing stage management, customization, filters, talent pool, and unlimited use of PAT Lite (condensed profile version) for effective hiring decisions.
• PAT Cargo (Job Description) Job-profile creation tool that identifies expected and necessary behaviors for a role based on the job description and calculates the employee effort level required.
• PAT AED (Objective Performance Evaluation) Objective Performance Evaluation module grounded in the job description, featuring 360-degree analysis and a consensus model for leader-follower communication.
• PAT Painel (Management Dashboard) Management dashboard providing structural and situational behavioral analyses with a panoramic and dynamic view of executive teams for strategic team predictability.
• PAT PDI (Individual Development Plan) Individual development plan software for the executive and business sectors, identifying and developing talents, skills, and competencies while flagging risks for employees and leaders.
• PAT PDI Risk Individual development plan for the security sector directing personalized actions toward safe behaviors that produce safety outcomes.
• PAT Lite Simplified and condensed version of the PAT Profile instrument for quick analysis during recruitment and selection processes.
• PAT Analyst I Training 16-hour (two-day) training program equipping participants to use and interpret the PAT Profile instrument, including feedback delivery, graph and report analysis, and implementation recommendations.
• PAT Analyst II Training Advanced training program for implementing PAT tools in corporate HR subsystems including Job Classification, Compensation, Health, and Occupational Development. Requires PAT Analyst I as prerequisite.
• Collective Feedback workshop 4-hour group workshop providing behavioral feedback on PAT users to enhance group relationships and self-awareness through individual-report analysis. Available online and in-person.
• Shaping Behaviors workshop 8-hour learning event for leaders and employees promoting self-awareness and assertiveness through mediation, mental markers, and metacognition.

Quantifiable outcome

• 50% reduction in turnover
• +4 more outcomes

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Pymetrics: Neuroscience-based behavioral assessment platform using gamified tasks and AI for recruitment and talent mobility. Closely comparable to PAT Profile's neuroscience-informed methodology, though oriented toward modern enterprise HR tech buyers.
• TestGorilla: Modern AI-driven pre-employment assessment platform offering psychometric, cognitive, and skills tests with strong HRIS integrations. Competes with PAT R&S in the SMB/mid-market recruitment segment with a faster product velocity.

Direct peers

• SHL: Global leader in psychometric and behavioral assessment for hiring and development. SHL is the most direct competitor to PAT, offering comparable enterprise assessment platforms with broader international reach and deeper corporate customer base.
• Predictive Index: Behavioral assessment SaaS platform used for talent optimization, hiring, and team alignment. PI directly overlaps with PAT R&S and PAT Competencies and serves similar mid-market and enterprise HR buyers.
• Caliper: Behavioral and personality assessment company focused on talent management, hiring accuracy, and leadership development. Caliper is a direct competitor in the same enterprise psychometric assessment category.
• Hogan Assessments: Personality and behavioral assessment provider serving enterprise HR, leadership development, and recruitment use cases. Hogan is a direct comparable to PAT Profile and PAT Leadership with a similar science-led, proprietary-instrument approach.

Broad incumbents

• Aon Assessment Solutions: Global HR consulting and assessment arm of Aon plc, offering talent assessments as part of a broader people analytics and human capital portfolio. Overlaps with PAT Corporate but serves clients through a much larger advisory ecosystem.
• DDI (Development Dimensions International): Global leadership and assessment provider serving enterprise HR with a broader portfolio spanning leadership development, selection systems, and succession planning. Comparable in leadership assessment depth to PAT Leadership.
• Mercer Mettl: Talent assessment platform now part of Mercer, offering psychometric assessments, coding tests, and proctored exams. Comparable as a packaged enterprise assessment SaaS, though broader in skill testing than PAT.

Regional players

• Assessment Systems: Brazilian psychometric and behavioral assessment company serving enterprise HR with proprietary instruments and digital platforms. Direct regional competitor to Criativa Humana within the Brazilian market, sharing language and customer base.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/criativa-humana

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Criativa Humana