MyStrengths Australia

What MyStrengths Australia does

MyStrengths Australia Pty Ltd is a privately held, founder-owned Australian education company that develops strengths-based wellbeing programs for adolescents and the schools that serve them. The company's core technology is a digital Likert-scale strengths assessment (MyStrengths Assessment for ages 14+, MyCharacter for ages 10-13) paired with a school reporting dashboard, an interactive workshop curriculum, and a wellbeing exit survey. The platform is grounded in Positive Psychology, CASEL Social & Emotional Learning, and Applied Cognitive Behaviour Therapy, and has been used by over 100,000 students across hundreds of Australian schools.

The company operates a multi-segment business model selling to Australian secondary and primary schools (via bundled workshops such as MyResilience, MyStrengths Workshop, and MyFuture), to school staff via professional development (Strengths-Facilitator Training, SSO Training, staff workshops), to parents of teens via a subscription parenting course platform (MyStrengths Parenting), and to external coaches and counsellors via an e-commerce store of access codes and physical resources (strength card sets, gloss wallets, journals). Pricing is structured around per-participant package tiers (AUD $990-$1,490 for 50-100 participants), annual school subscriptions (AUD $1,990-$4,490), and individual professional development fees ($47-$690 per person). Revenue is generated through direct enterprise sales to schools, supplemented by event-driven training enrollment and a self-serve online store.

Go-to-market is enterprise field sales via a website enquiry form, complemented by event-driven engagement (training events, school visits, conferences), content marketing through a blog and free Youth Wellbeing Report lead magnet, and organic search/SEO. The company is headquartered in Sydney (Sutherland, NSW) with a single training academy, serves schools nationally including regional and remote locations, and appears to be bootstrapped with no disclosed external funding.

Name

MyStrengths Australia

Legal name

MyStrengths Australia Pty Ltd

Website

https://mystrengths.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

MyStrengths Australia is a privately held, founder-led education company that provides digital strengths-assessment tools, school workshop programs, and parent courses to help Australian adolescents aged 10-18 discover and live their top five character strengths.

Ownership category

akta.pro rank

Product category

School Wellbeing Education

NAICS

Educational Support Services (611710), Educational Support Services (6117), Educational Support Services (61171), Child and Youth Services (62411), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372), Services-Social Services (8300)

akta.pro primary industry

Student Mentoring & Peer Support Programs (EDAJALAL)

akta.pro secondary industries

Social-Emotional & Counseling Services for Gifted/2e (EDAKALAF), Youth-to-Adult Transition & Life Skills (Independent Living, Soft Skills) (EDAAAFAN)

Keywords

• Teen strengths assessment
• School wellbeing programs
• Character strengths education
• Professional development training
• Parent education courses

Headquarters

HQ city

Sutherland

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. School Program Packages: Schools purchase full or mini packages that include access codes for student assessments, physical resources (gloss wallets, strength card sets, journals), reporting dashboard access, and program facilitation. Packages are priced per participant count (50 or 100 students). Additional access codes available at $10 per participant.
2. Strengths-Facilitator Training & Staff Workshops: Professional development training courses for school staff, SSOs, welfare teams, and external professionals. Pricing includes per-person fees for workshop attendance ($47 per person for general staff workshops, $690 per person for 2-day facilitator certification).
3. Access Codes (Standalone): Individual access codes sold at $10 per code (0-50 units) with bulk discounts: 51-100 at $9/pp, 101-250 at $8/pp, 250+ at $7.50/pp. Includes dashboard group setup and support.
4. School Parent Subscription: Schools purchase a 12-month subscription ($4,490) that gives all school families access to all online parenting courses, plus one parent seminar with Dan Hardie and one staff PD seminar.
5. Physical Resources (Store): Sale of physical products including strength card sets, gloss wallets, journals, brochures, posters, and training bundles through the online store.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

MyStrengths Australia sells a teen-focused strengths assessment platform and accompanying school workshop programs. Its core offering includes a Likert-scale character strengths assessment (MyStrengths for ages 14+, MyCharacter for ages 10-13), interactive in-school workshops for Years 5-11 students (MyResilience, MyStrengths, MyFuture), a school reporting dashboard, staff facilitator training, parent online courses, and bundled packages combining access codes, physical resources, and facilitation. Programs are grounded in Positive Psychology, CASEL Social & Emotional Learning, and Applied Cognitive Behaviour Therapy.

Product overview

MyStrengths Australia offers a comprehensive strengths-based education platform comprising core assessments (MyStrengths Assessment for ages 14+, MyCharacter Assessment for ages 10-13, and Wellbeing Survey), school workshop programs (MyResilience for Year 5-8, MyStrengths Workshop for Year 9-10, and MyFuture for Year 10-11), a centralized reporting Dashboard for schools, and professional development services (Strengths-Facilitator Training, SSO Training, and Staff Workshops). The company also provides MyStrengths Parenting, a subscription-based parenting course platform, alongside physical products including strength card sets, gloss wallets, and journals. Schools and organizations can purchase bundled packages (Training Bundle, FULL Package, Mini Starter Package) that combine access codes, resources, and training. The entire ecosystem is designed around helping teenagers discover and live their top 5 character strengths.

Differentiator

Problem solved

Functional benefit

Brands

• MyStrengths: The main brand for the strengths-finder assessment for teens (14+ years).
• MyCharacter
• MyResilience
• MyFuture
• MyStrengths Parenting

Products and services

• MyStrengths Assessment Digital Likert-scale strengths-finder for ages 14+ that identifies top 5 character strengths and latent strengths, with instant personalised reports including insights, affirmations, and next steps. Tested with over 100,000 students and used as the entry point for school programs.
• MyCharacter Assessment Age-appropriate strengths assessment for younger adolescents (10-13 years), with categories and language tailored for the transition into high school. Used with Junior card sets, blue gloss wallets, and Junior packages.
• MyResilience Program Interactive 80-110 minute workshop for Year 7-8 students covering strengths discovery, take-home strength cards, negative vs positive self-talk, and dealing with bullying, delivered on-site at schools.
• MyStrengths Workshop Interactive workshop for Year 9-10 students combining presentation, 1:1 coaching, and small-group facilitation; includes student survey data added to school reporting dashboard and take-home strength cards with parent packs.
• MyFuture Program Follow-up workshop for Year 10-11 students covering personal goal setting, facing hardship, building a growth mindset, MyStrengths refresher, and career insights, paired with the MyFuture Journal.
• Wellbeing Survey Student wellbeing tracking survey providing schools with aggregated data on key wellbeing indicators across their student population, feeding the school reporting dashboard.
• MyStrengths Dashboard School reporting platform providing complete strengths and wellbeing profiles, graphs, trends, group insights, and individual profiles for every student, enabling data-driven wellbeing decisions.
• Strengths-Facilitator Training Two-day certification course ($690 per person) to become a certified Strengths-Facilitator, covering strengths psychology, profiling techniques, and program resources. Delivered online and at the Sutherland training rooms.
• SSO Training One-day NESA Elective PD course ($690 per person) for Student Support Officers, chaplains, and pastoral care teams to become the Strengths-Expert in their school.
• Strengths for All Staff Workshop Three-hour professional development workshop ($47 per person) for school or business staff teams to discover their top 5 strengths and apply a strengths-based approach in their work.
• Keynote: Key Issues in Teen Mental Health 90-minute keynote presentation by Dan Hardie covering teen mental health statistics, trends, screen/social media impacts, and support strategies, delivered at school venues or online.
• Welfare Team Consultation Data analysis and strategy consultation service helping school welfare teams unpack student data from the dashboard and integrate findings into their wellbeing programs.
• Regional Schools Program Tailored multi-day engagement package for regional and remote schools that combines staff workshops, student programs, facilitator training, and parent seminars into a single program.
• MyStrengths Parenting Subscription-based online parenting course platform covering teen anxiety, stress, identity, rebellion, self-esteem, motivation, friendship, and social media; delivered via the Kajabi platform and accessible through school subscriptions or direct purchase.
• Training Bundle Bundled package (AU$2,000) combining the 2-Day Strengths-Facilitator Training Course with access codes for 100 participants, MyPack Box Set, 100 Gloss Wallets, and 35 Strength Posters.
• FULL Package (100) Complete school package (AU$1,490) for 100 participants aged 14+, including 100 access codes, full gloss take-home packs, strength card sets, and reporting dashboard access.
• Mini Starter Package (50) Entry-level package (AU$990) for 50 participants including 50 access codes, strength card sets, and gloss wallets, marketed to coaches, counsellors, and small organisations.
• Junior FULL Package (100) Complete Junior package (AU$1,490) for 100 participants aged 10-13 including MyCharacter assessment codes, Junior Card Box Set, and 100 Junior (Blue) Gloss Wallets.
• Junior MINI STARTER Package (50) Entry-level Junior package (AU$990) for 50 participants aged 10-13 including MyCharacter codes, Junior Cards Box Set, and 50 Junior Gloss Wallets.
• Gloss Card Wallets Take-home physical strength cards packaged in gloss wallets for students to keep and reference their top 5 strengths, priced at AU$165 per 50-pack in MyPack (red), Parent Pack (violet), and Junior (blue) variants.
• MyFuture Journal Goal-setting and resilience journal covering life planning, habits, relationships, and personal growth using the 'Principle of the Path' (Dream, Plan, Live, Adjust) framework, sold in packs of 10 for AU$110.
• Card Refills Refill packs of 40 individual strength trait cards for Student, Junior, and Parent variants, sold separately to replenish existing card sets.
• Access Codes Bulk access codes for the MyStrengths Assessment with tiered volume pricing (0-50 at $10, 51-100 at $9, 101-250 at $8, 250+ at $7.50), including dashboard group setup and support.

Quantifiable outcome

• 91% of students report increased self-esteem and confidence
• +4 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ReachOut Australia: Leading Australian digital youth mental health organisation providing online tools, content, and school resources for teen wellbeing. Competes for the same school wellbeing budget and student engagement as MyStrengths.
• VIA Institute on Character: Provides the VIA Character Survey, the most widely used scientific character strengths assessment. Operates in the same character-strengths taxonomy space as MyStrengths; comparable functional offering with research rather than school-delivery orientation.
• Smiling Mind: Australian-founded mindfulness and mental wellbeing app widely adopted in Australian schools. Direct competitor in the school-wellbeing category serving the same Australian K-12 segment with a different modality (mindfulness vs strengths).
• Life Education Australia: Long-standing Australian provider of in-school health, drug, and wellbeing education programs. Direct competitor for school wellbeing budget with established nationwide delivery footprint.
• Berry Street Education: Australian non-profit providing wellbeing and education programs in schools, including trauma-informed practice and student wellbeing. Overlaps with MyStrengths in delivering evidence-based wellbeing programs to Australian schools.

Broad incumbents

• Gallup (CliftonStrengths): Global leader in strengths-based assessment with CliftonStrengths (formerly StrengthsFinder). Closely comparable methodology (top-5 strengths framework) but adult-focused; MyStrengths positions itself as the teen-specialized counterpart.
• Headspace Australia: Australia's national youth mental health foundation providing resources, school programs, and clinical services. A broader incumbent in the youth wellbeing space with overlapping school engagement.

Others

• Positive Education Schools Association (PESA): Australian peak body promoting positive education in schools, with member schools and framework guidance. Not a direct vendor but a key ecosystem body influencing school procurement of strengths-based programs like MyStrengths.

Emerging players

• Character Lab: US research-driven non-profit developing character strengths resources for adolescents. Operates in the same teen character-development space with research orientation and school resources.
• Thrively: US-based strength-based education platform helping K-12 students discover strengths and pursue passions. Comparable strength-discovery assessment and school dashboard model, though serving US rather than Australian schools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mystrengthsaust
• LinkedInlinkedin.com/company/mystrengths

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 MyStrengths Australia