What Etiquette Italy® does

Etiquette Italy (legal entity: Etiquette Italy di Simona Artanidi) is a Bologna-based business etiquette education company founded in 2001 by Simona Artanidi, positioning itself as Italy's first Business Etiquette school. The company delivers a multi-format training portfolio through its proprietary e-learning platform (academy.etiquetteitaly.com), including online group courses priced at €197–€347 per participant, one-to-one individual coaching, corporate team training (Brand Ambassador, business lunch, social intelligence workshops), and in-person Experience-format sessions held at exclusive Italian venues (Grand Hotel Majestic in Bologna, Due Torri Hotel in Verona, and Villa del Cavaliere in Reggio Calabria).

The underlying technology stack centers on a self-developed e-learning platform supporting on-demand and live webinar delivery, integrated video conferencing, interactive testing, and learner progress tracking. Differentiated technical features include a blockchain-notarized Open Badge digital certification system (certification.etiquetteitaly.com) that uses the international Open Badge standard and stores verification proofs on the Bitcoin blockchain. Payment processing runs on Stripe, and the platform supports social login via Facebook and Twitter. The company is GDPR-compliant and has published a detailed privacy framework.

The business model is diversified across four revenue streams: one-time individual course fees (€197–€347), custom-priced corporate training programs (multi-year contracts), individualized executive coaching (consultation-based pricing), and certification licensing (Open Badges, Kind Company seal, and the Italian-exclusive Consulente di Galateo Aziendale professional credential). GTM is sales-led, driven by website inquiry forms, direct phone/email outreach, content marketing through Etiquette Magazine, and earned media across major Italian outlets (Corriere della Sera, Il Sole 24 Ore, La Repubblica, RAI, Mediaset). The company serves 17+ named enterprise clients including Confindustria, Forte Village, Pineider, EmilBanca, and Majani, alongside long-tail individual course buyers in Italy and internationally via online delivery.

Name

Etiquette Italy®

Legal name

Etiquette Italy di Simona Artanidi

Website

https://etiquetteitaly.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Etiquette Italy is Italy's first Business Etiquette school, founded in 2001 in Bologna by Simona Artanidi. It delivers certified online and in-person training courses, corporate programs, and blockchain-notarized Open Badge certifications to Italian professionals, enterprises, and select international learners through a proprietary e-learning platform.

Ownership category

akta.pro rank

Product category

Professional Etiquette Training

NAICS

Professional and Management Development Training (611430), Educational Services (611), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Professionalism & Business Etiquette (EDABAMAK)

Keywords

• Business etiquette training
• Professional development courses
• Soft skills education
• Corporate training programs
• Etiquette certification

Headquarters

HQ city

Bologna

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Course Fees: One-time fees for open enrollment courses delivered online in live format or in-person Experience sessions. Prices range from €197 to €347 per course.
2. Corporate Training Programs: Customized B2B training programs for company teams including Ambassador Brand programs, business lunch training, and social intelligence workshops.
3. Individual Coaching: One-to-one personalized programs for executives and professionals seeking private coaching on relational posture, Kind Charisma, and non-verbal communication.
4. Certification Services: Open Badge digital certification for professionals completing Business Etiquette programs. Blockchain-notarized credentials for career advancement.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Etiquette Italy is a business etiquette education and training provider offering certified courses in business etiquette, professional image, public speaking, international protocol, and soft skills. The company delivers training through three formats: online group courses (€197–€347 per participant), one-to-one individual coaching, and in-person Experience sessions at prestigious Italian venues, plus customized corporate training programs. Supporting offerings include Open Badge digital certifications notarized on the Bitcoin blockchain, the Kind Company workplace certification, and the Consulente di Galateo Aziendale professional consultant certification.

Product overview

Etiquette Italy is a comprehensive Business Etiquette education platform founded in 2001, offering a multi-format portfolio of training programs and professional certifications. The core offering includes Etiquette Academy Italy as the main learning platform, which delivers courses in three formats: online group courses (including Business Etiquette Level 1, Welcoming Experience, Medical Practice Etiquette, Professional Image, Public Speaking, International Business Etiquette, and Event Protocol), individual one-to-one tutoring programs, and corporate training solutions. The Experience (in-person) courses are conducted at prestigious locations. Supporting the Academy are certification products: the Etiquette Italy Open Badge (blockchain-notarized digital credentials), the Kind Company workplace certification, and the Consulente di Galateo Aziendale professional certification (unique in Italy). Additional offerings include Etiquette Magazine as an editorial sub-brand and consulting services for strategic networking programs. The company positions itself as Italy's first and leading Business Etiquette school with a proprietary e-learning platform.

Differentiator

Problem solved

Functional benefit

Brands

• Kind Company: Certification providing official seal of guarantee from Etiquette Academy Italy, demonstrating commitment to promoting positive work environment, employee well-being, and excellent customer experience.

Products and services

• Business Etiquette Livello 1 (Business Etiquette Level 1) Online Business Etiquette course providing tools to improve relational skills, professional relationships, netiquette, and leadership during meetings, presentations, and encounters. Includes certification.
• Welcoming Experience (Il Bon Ton dell'Accoglienza e del Servizio) Masterclass on the art of hospitality and welcoming, teaching behavioral practices essential for creating good impressions when dealing with the public and clientele.
• Speak with Etiquette (Public Speaking) Public speaking course teaching how to speak in public and remotely with savoir-faire, charisma, and elegance, overcoming fears and managing professional communication.
• Galateo del Business Internazionale (International Business Etiquette) International Business Etiquette and intercultural communication course for improving relational skills and elegant communication with foreign professionals.
• Business Etiquette per Studi Medici (Healthcare Business Etiquette) Business Etiquette course tailored for medical offices and healthcare professionals, addressing the growing importance of professionalism in healthcare settings.
• Vestirsi per il Successo (Professional Image, Leadership & Elegant Communication) Course on professional image, leadership, and elegant communication, teaching how to improve first impressions and professional appearance for business success.
• Comunicazione Eccellente, Protocollo e Cerimoniale negli Eventi (Event Communication & Protocol) Course on excellent communication, protocol, and ceremonial procedures for events, designed to help master communication in business environments.
• Business Etiquette per Wedding Planner Course for elevating professionalism and savoir-faire of wedding industry professionals, covering business etiquette, power dressing, elegant communication, and professional behavior.
• Business Etiquette per Mediatori e Agenti Immobiliari (Real Estate Etiquette) Professional etiquette course for real estate professionals, providing skills to excel and expand career prospects in the property sector.
• Business Etiquette per Professionisti del Turismo (Tourism Professionals) Course for tourism professionals and cultural operators, teaching relational skills, kindness, and professional savoir-faire for welcoming tourists.
• Il Galateo della Tavola e l'Arte del Ricevere (Table Etiquette & The Art of Hosting) Experience course teaching table etiquette and the art of hosting, covering formal and informal invitations, table setting, guest placement, and dinner conversation protocols.
• Business Etiquette: dalla Scuola al Lavoro (School-to-Work Transition) Transition course helping students develop behavioral and relational competencies essential for obtaining employment, using interactive sessions and practical learning methods.
• Corporate Training Programs (Brand Ambassador, Business Lunch Success, Social Intelligence Workshops) Customized B2B training programs for company teams including Brand Ambassador training, Business Lunch Success, and Social Intelligence workshops for organizational culture and client-facing excellence.
• Individual One-to-One Coaching Programs One-to-one personalized training programs for executives and professionals covering managerial authority, Kind Charisma, non-verbal communication, and visual impact. Pricing determined through consultation.
• Experience Courses (In-Person Immersive Format) In-person training courses held at prestigious Italian venues allowing students to experience real professional situations and develop new relational skills through immersive learning.
• Etiquette Italy Open Badge Certification Digital credential certification platform using the Open Badge international standard for verifying Business Etiquette competencies, with badges notarized on the Bitcoin blockchain for authenticity and verification.
• Kind Company Certification Official certification from Etiquette Academy Italy recognizing companies committed to promoting positive work environments, employee well-being, and excellent customer experience.
• Consulente di Galateo Aziendale Certification (Certified Business Etiquette Consultant) Professional certification for business etiquette consultants, the only such certification available in Italy, qualifying professionals to apply business etiquette rules in organizations.

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Four partnerships are on record, tiered minor and core.

• L.UN.A. Libera Università delle ArtiminorStrategic or Co-development PartnerBologna-based educational institution providing degrees in Design, Fashion, and Communication & Marketing. Etiquette Italy delivers 'Visiting' guest lectures on Business Etiquette topics to students and faculty. Partnership supports youth professional development.
• Villa del CavalierecoreStrategic or Co-development PartnerLiberty-style villa in Reggio Calabria with olive groves serving as exclusive in-person training venue. Partnership provides premium location for Experience-format courses in Southern Italy, combining professional training with Italian luxury hospitality setting.
• Due Torri Hotel VeronacoreStrategic or Co-development PartnerPrestigious four-star hotel in Verona serving as exclusive training venue for Veneto and Northeast Italy region. Partnership enables regional in-person course delivery in luxury hospitality environment.
• Grand Hotel MajesticcoreStrategic or Co-development PartnerHistoric five-star hotel in Bologna serving as primary in-person training venue for Emilia-Romagna region. Partnership provides premium Experience training environment for regional students.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Others

• Toastmasters International: Global nonprofit organization focused on public speaking and communication skills. Adjacent to Etiquette Italy's Speak with Etiquette course, sharing the executive presence and professional communication development category, though delivered through peer-led clubs.

Direct peers

• Maison de la Courtoisie: French etiquette and savoir-vivre school delivering corporate workshops and individual training. Directly comparable as a European, country-anchored etiquette authority targeting luxury and corporate clients.
• Etiquette Factory: US etiquette training company offering courses and certification programs for individuals and organizations. Comparable in proprietary certification framework and B2B/B2C blended training delivery.
• Debrett's: British authority on etiquette, protocol, and modern manners offering training, editorial content, and corporate advisory. Comparable in editorial-plus-training dual model and in positioning as a national etiquette reference.
• The English Manner: UK-based etiquette and protocol training company offering corporate programs and individual coaching. Closely comparable in business model, premium positioning, and target audience of executives and corporate clients.
• The Protocol School of Washington: Long-established US etiquette and protocol training school offering certified corporate and individual programs. Directly comparable to Etiquette Italy as a national flagship business etiquette school with proprietary curriculum and certification.
• Minding Manners: Etiquette training provider serving corporate, school, and individual markets with structured curricula. Comparable in vertical-specific course design and emphasis on certified outcomes.

Broad incumbents

• Coursera for Business: Enterprise arm of the major online learning platform offering executive and soft-skills courses from top universities. Represents the platform-based competition to niche proprietary etiquette training providers like Etiquette Italy.
• Dale Carnegie Training: Global corporate training incumbent focused on professional development, communication, and leadership. Overlaps Etiquette Italy in the broader soft-skills and executive presence category, but at vastly larger scale and with broader curriculum.
• LinkedIn Learning: Large-scale online professional learning platform with broad soft-skills and business etiquette content. Comparable as an asynchronous online training channel competing for the same corporate L&D wallet, though much broader in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCkio4nVaXGMaMaRoH8sFnLw
• Facebookfacebook.com/etiquetteitaly
• LinkedInlinkedin.com/company/etiquetteitaly
• Instagraminstagram.com/etiquetteitaly

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Etiquette Italy®