What Cialdini Institute does

Cialdini Institute is a private training, certification, and consulting company founded in 2023 by Dr. Robert Cialdini, the originator of the 7 Principles of Persuasion framework. The firm commercializes Dr. Cialdini's four decades of behavioral-science research through four revenue streams: (1) a self-paced Certified Practitioner Program priced at $1,497 delivering 21 hours of video content and a certificate personally signed by Dr. Cialdini, (2) the biennial Influence Unleashed live event in Tempe, Arizona with VIP, general, and online tiers priced $2,997-$5,997 and 75-seat capacity, (3) customized enterprise consulting covering sales, leadership, marketing, and customer experience, and (4) a Licensed Trainer certification program that has produced 45 Cialdini Method Certified Trainers (CMCTs) globally. Supporting infrastructure includes a public Trainer Directory, an Influence Assessment lead-gen tool, iOS/Android mobile apps, and an LMS at member.cialdini.com and academy.cialdini.com.

The go-to-market is product-led growth (self-serve course purchase on cialdini.com) combined with event-driven demand (the flagship Tempe conference) and a community-led trainer network. Target customers are sales and marketing professionals, executives and business leaders, entrepreneurs and consultants, and people managers/HR leaders; named reference logos include KPMG, Berkshire Hathaway, goop, Shopify, ClickFunnels, Ogilvy & Mather, and Stanford University. Distribution operates globally through direct website sales, self-serve e-learning, the CMCT trainer network, and a higher-touch enterprise consulting motion.

The company is a Delaware LLC headquartered at 2248 S. Forest Avenue, Tempe, Arizona, with 51-100 employees and a leadership team comprising Dr. Robert Cialdini (Founder), Dr. Christopher Phelps (CEO), Samir Patel (Chairman), Jente Kamphuis (CCO), Dr. Gregory Neidert (Director of Training), Eily-Jane Cartwright (Operations Manager), and Vasu Singh (Business Manager). It owns the registered CIALDINI® trademark. A pending civil claim filed in Dutch court by Bas Wouters seeks approximately EUR 31.99 million in damages over alleged commercial misconduct, contractual breaches, shareholder, and IP issues; no merits ruling has been issued.

Name

Cialdini Institute

Legal name

Cialdini Institute LLC

Website

https://cialdini.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

Cialdini Institute is a private training and certification company that delivers programs in ethical persuasion and influence built on Dr. Robert Cialdini's 7 Principles framework. It serves sales professionals, executives, and entrepreneurs via online courses, live events, enterprise consulting, and a global trainer network.

Ownership category

akta.pro rank

Product category

Professional Development Training

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143), Business Schools and Computer and Management Training (6114)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN)

akta.pro secondary industries

Train-the-Trainer & Instructor Enablement Services (BPAEANAL), Education & Training (Teaching/Instructional Design) Certifications (EDAAANAM)

Keywords

• Persuasion training
• Influence certification
• Sales training
• Leadership development
• Executive consulting

Headquarters

HQ city

Tempe

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Certification Programs: Self-paced online Certified Practitioner Program offered as a one-time purchase ($1,497). Program includes 21 hours of video content, 100+ instructional videos, and official certificate signed by Dr. Cialdini upon passing final exam.
2. Live Events: Influence Unleashed annual conference offering VIP ($5,997), Non-VIP ($4,997), and Online Only ($2,997) ticket tiers. Event includes keynotes, workshops, networking, and exclusive access to Dr. Cialdini.
3. Enterprise Consulting: Customized consulting engagements for organizations covering sales strategy, leadership training, marketing improvement, and persuasion-based customer experience.
4. Trainer Certification Licensing: Licensed Trainer program that certifies individuals to deliver Cialdini methodology. Trainers gain access to proprietary content and brand affiliation in exchange for certification requirements.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Cialdini Institute delivers training, certification, and consulting based on Dr. Robert Cialdini's 7 Principles of Ethical Persuasion. Core offerings include a self-paced online Certified Practitioner Program (21 hours of content), customized organizational consulting for sales/leadership/marketing, the annual Influence Unleashed live event, and a Licensed Trainer certification program enabling a global network of 45 certified trainers to deliver the methodology locally.

Product overview

The Cialdini Institute offers a portfolio of education and training products centered on Dr. Robert Cialdini's science of ethical persuasion. The core offerings include the Certified Practitioner Program (a self-paced 21-hour online course teaching the 7 Principles of Persuasion with an official signed certificate), Consulting services for organizational training, and the annual Influence Unleashed live event. Supporting products include a Trainer Directory of 45 global certified trainers, an Influence Assessment tool, the Licensed Trainer Program for certification, a mobile app and member dashboard (E-Learning Platform), and a newsletter. The company is headquartered in Tempe, Arizona, and was founded by Dr. Robert Cialdini, author of 'Influence' and 'Pre-Suasion' which have sold over 10 million copies in 48 languages.

Differentiator

Problem solved

Functional benefit

Products and services

• Cialdini Certified Practitioner Program Self-paced online certification program for individual professionals teaching Dr. Cialdini's 7 Principles of Ethical Persuasion through 21 hours of video content, with 100+ instructional videos and an official certificate signed by Dr. Cialdini upon passing the final exam.
• Cialdini Institute Consulting Customized organizational consulting for businesses covering sales strategy, leadership training, marketing improvement, and persuasion-based customer experience design, grounded in behavioral science.
• Influence Unleashed Event 2-day live event focused on mastering the science of persuasion, featuring Dr. Robert Cialdini and expert speakers, with VIP ($5,997), Non-VIP ($4,997), and Online Only ($2,997) ticket tiers.
• Licensed Trainer Program Certification program for individuals to become authorized Cialdini Method Certified Trainers (CMCTs) and deliver official Cialdini influence training to organizations.
• Influence Assessment Standalone online assessment tool that helps individuals discover their influence score and identify areas for improvement in ethical persuasion.

Quantifiable outcome

• Reviews/rating: 4.6/5 based on 23,949 reviewers
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Genius NetworkcoreStrategic or Co-development PartnerGenius Network, founded by Joe Polish, serves as the venue for the annual Influence Unleashed event in Tempe, Arizona. Joe Polish is a featured keynote speaker and co-creator of the event curriculum. This partnership combines Cialdini's persuasion science with Genius Network's high-level entrepreneur mastermind community.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• INFLUENCE AT WORK: Co-founded by Dr. Robert Cialdini and Dr. Gregory Neidert (who also serves on the Cialdini Institute board); delivers Cialdini-aligned training, consulting, and certification to organizations, making it the closest comparable commercial vehicle using the same underlying IP.
• Dale Carnegie Training: Iconic global corporate training franchise offering courses in leadership, communication, and influence; directly comparable in delivering premium-priced, branded soft-skills certification programs with a global trainer/delivery network.
• Sandler Training: Global sales and leadership training franchise using a licensed trainer network model, comparable in combining a signature methodology, certification programs, and recurring enterprise engagements.
• Tony Robbins (Robbins Research International): Premium-priced personal and business performance training built on a celebrity founder brand with flagship live events, comparable in its brand-anchored, high-ticket event + digital content model.
• FranklinCovey: Provider of enterprise leadership and sales-effectiveness training (e.g., '7 Habits,' 'Helping Clients Succeed'); comparable in monetizing a single named methodology across certifications, live events, and enterprise consulting.
• Brian Tracy International: Sales, leadership, and personal development training brand leveraging an individual founder's IP with online courses, certifications, and live seminars; comparable in the personality-anchored training category.

Broad incumbents

• Korn Ferry: Global organizational consulting firm with a large leadership/professional development training portfolio; comparable at the enterprise sales-effectiveness and leadership training level though much broader and corporate-led.
• DDI (Development Dimensions International): Global leadership and sales training company serving large enterprises with assessment-based programs; comparable in targeting the same enterprise L&D and sales enablement buyer with premium, research-backed training.
• Center for Creative Leadership (CCL): Established leadership development and executive education provider with research-backed programs; comparable as a premium-priced, evidence-based training institution serving enterprise customers.

Others

• Zig Ziglar Corporation: Legacy sales and personal development training brand; comparable as a historical peer in the celebrity-anchored sales/motivation training category, though now smaller and less active digitally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/robertcialdini
• Facebookfacebook.com/robert.cialdini
• LinkedInlinkedin.com/company/cialdini-institute

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Cialdini Institute