Master Management AG

What Master Management AG does

Master Management AG is a privately held Swiss personnel diagnostics company headquartered in Zumikon, Switzerland, operating as part of the broader Master International group (founded in Denmark in 1985). The company develops and distributes a portfolio of six proprietary psychometric instruments — MPA (Master Person Analysis), OPTO, OPTO+ Leadership, EASI, ACE, and CORE — covering personality assessment, leadership potential, typology, and cognitive ability, all registered with the British Psychological Society and developed to ITC, APA, EFPA, and AERA standards. These instruments are delivered through the Master People Platform (MPP), a cloud-based SaaS application that supports assessment project setup, candidate invitation, requirement profile matching, and GDPR-compliant result analysis, with the first MPP version released in 1986 and continuously refined since.

The company monetizes through two primary streams: recurring subscription access to the Master People Platform and its bundled assessment tools, and instructor-led training and certification courses for HR professionals delivered online via Microsoft Teams or in-house across German, French, Italian, and English. Its customer base comprises 200+ organizations spanning SMEs to large corporations across banking, insurance, healthcare, retail, food & beverage, fintech, and cybersecurity — including Berner Kantonalbank, Visana, Lucerne Cantonal Hospital, Coop, JOWA AG, finnova AG Bankware, and InfoGuard AG — supported by 8,000+ certified HR professionals in Switzerland and a network of senior consultants and trainers.

Go-to-market is consultative and training-led rather than self-service transactional: enterprise prospects book 30-minute Microsoft Teams demos, after which Master matches tools to client processes and certifies internal HR practitioners in instrument usage and interpretation. The company claims 5+ million analyses performed globally, operations across 20+ markets, ISAE 3000 TYPE 2 compliance audited by Grant Thornton, an AAA credit rating (2025), and a Swiss core team of approximately 10 listed members. Operations are mature and stable, with no disclosed funding rounds, acquisitions, or leadership transitions in the available data.

Name

Master Management AG

Legal name

Master Management AG

Website

https://master.ch

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Master Management AG is a privately held Swiss personnel diagnostics company that develops six proprietary psychometric instruments (MPA, OPTO, OPTO+, EASI, ACE, CORE) and delivers them through the cloud-based Master People Platform, serving 200+ enterprise and SME HR customers across banking, healthcare, retail, and other industries via subscription and certified training programs.

Ownership category

akta.pro rank

Product category

HR Diagnostics Software

NAICS

Software Publishers (5132), Human Resources Consulting Services (541612)

SIC

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

akta.pro primary industry

Human Capital Management (HCM) & Payroll Platforms (HDAEAEAJ)

akta.pro secondary industries

Performance Management & OKRs (BPACAPAF), HR Technology (HRIS/HCM) Advisory & Implementation (BPAHAGAG)

Keywords

• Personality assessment tools
• HR diagnostics platform
• Cognitive ability testing
• Leadership assessment
• Personnel selection instruments

Headquarters

HQ city

Zumikon

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Assessment Tools & Platform Subscriptions: Revenue generated from access to proprietary HR diagnostic tools (MPA, OPTO, OPTO+, EASI, ACE, CORE) delivered via the Master People Platform cloud solution.
2. Training & Certification Courses: Revenue from instructor-led training courses for HR professionals on diagnostic tool usage, interpretation methods, and certification. Courses offered online via MS Teams or in-house at client locations in German, French, Italian, or English.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Master Management AG delivers scientifically validated HR diagnostic instruments—personality assessments (MPA, OPTO, OPTO+, EASI) and cognitive ability tests (ACE, CORE)—through its cloud-based Master People Platform, along with professional training and certification for HR practitioners. The offering supports recruiting, personnel development, leadership diagnostics, and team development across SMEs to large corporations in Switzerland and international markets.

Product overview

Master Management AG offers a comprehensive suite of personnel diagnostics solutions centered around the Master People Platform (MPP), a cloud-based HR diagnostics platform. The portfolio includes six distinct assessment instruments: MPA for in-depth personality analysis across nine traits, OPTO for efficient Big Five-based personality assessment, OPTO+ Leadership for leadership selection and development, EASI for typology-based team development, and ACE and CORE for cognitive ability testing. These tools are designed for recruiting, personnel development, leadership diagnostics, and team development applications across SMEs to large corporations in Switzerland and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Master People Platform (MPP): Cloud-based HR diagnostics platform for managing all diagnostic solutions centrally, intuitively, and securely
• MPA (Master People Analysis)
• OPTO
• OPTO+ Leadership
• EASI
• ACE
• CORE

Products and services

• Master People Platform (MPP) A secure, cloud-based HR diagnostics platform that centrally manages all Master assessment solutions, enabling assessment project setup, candidate comparison, requirement profiling, automated candidate outreach, and GDPR-compliant data handling for HR teams.
• MPA (Master Person Analysis)

Quantifiable outcome

• 30% reduction in hiring mistakes
• +6 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Four partnerships are on record, tiered core.

• Grant ThorntoncoreOthersExternal auditor providing ISAE 3000 TYPE 2 compliance certification. Grant Thornton audits all Master processes for GDPR compliance and data protection standards.
• British Psychological Society (BPS)coreTechnology or IntegrationProfessional body accreditation for all Master diagnostic instruments (MPA, OPTO, EASI, ACE, CORE). Ensures highest international requirements for psychological testing procedures are met.
• International Test Commission (ITC)coreTechnology or IntegrationStandards body providing guidelines for test development and use. Master instruments developed according to ITC standards.
• European Federation of Psychologists' Associations (EFPA)coreTechnology or IntegrationProfessional federation providing standards for psychological testing. Master instruments meet EFPA guidelines.

Scale indicators12 records

Recent moves9 records

Expansion highlights4 records

Emerging players

• TestGorilla: SMB-focused pre-employment assessment platform offering personality, cognitive, and skills tests with transparent per-candidate pricing. Partial overlap with Master's portfolio, differentiated by self-serve model and broader test catalog.
• Pymetrics: AI-driven assessment platform using neuroscience-based gamified tests for recruiting. Represents the emerging AI-native competitor to classical psychometric providers like Master, focusing on candidate experience and bias mitigation.

Broad incumbents

• Saville Assessment (part of Willis Towers Watson): Provider of psychometric assessments including personality (e.g., Wave) and aptitude tests, now part of WTW. Directly comparable product portfolio (personality + aptitude), though backed by a much larger parent organization with global reach.
• Mercer (Marsh McLennan): Global HR consulting firm offering talent assessment, workforce analytics, and rewards consulting. Overlaps with Master in HR assessment and consulting services, though Mercer is far broader and serves multinational enterprises.
• Korn Ferry: Global organizational consulting firm offering talent assessment (e.g., KF4D, Voices) alongside executive search and leadership development. Broader portfolio than Master but overlaps in psychometric assessment and leadership diagnostics.

Direct peers

• SHL (now part of Aon): Global leader in psychometric assessment and talent measurement for recruitment and development. Directly comparable to Master's MPA/OPTO/EASI suite in terms of product category, target buyer (enterprise HR), and methodology (personality + cognitive measurement).
• cut-e (Aon Assessment Solutions): Provider of online assessments including cognitive ability tests (e.g., numerical, verbal reasoning) and personality questionnaires. Highly comparable to Master's ACE/CORE cognitive tests and OPTO personality suite, serving similar enterprise HR buyers.
• Hogan Assessments: Provider of personality assessments focused on leadership selection and development, with widely-used instruments (HPI, HDS, MVPI). Directly comparable to Master's OPTO+ Leadership offering and similar in customer base of executive coaches and HR teams.
• Criterion Partnership: UK-based occupational psychology consultancy providing BPS-registered psychometric assessments, leadership development tools, and certification courses. Comparable to Master in methodology (Big Five-based), BPS registration, and training-led GTM.
• Thomas International: Provider of psychometric assessments including personality (PPA) and cognitive (GIA) tools targeting HR teams across SMEs and large corporations. Closely comparable in product mix (personality + cognitive), customer segment, and consultative GTM.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/master-management-ag

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Master Management AG