BetterCulture
BetterCulture is a Bellevue, Nebraska-based workplace culture and leadership development firm that provides a psychometric employee survey, executive retreats, scalable leadership training programs, and digital development platforms to mid-to-large organizations across healthcare, financial services, education, and technology.
- Company typePrivate
- Founded2010
- HeadquartersBellevue, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What BetterCulture does
BetterCulture (operating as MindSet LLC) is a private, founder-owned workplace culture and leadership development firm headquartered in Bellevue, Nebraska. The company sells an integrated portfolio built around its proprietary 7 Principles of Leadership framework and a psychometrically validated 49-question employee engagement survey that measures 14 cultural health factors. Core offerings include the BetterCulture Survey (cultural assessment), Executive Culture Retreats in three frameworks (Team Synergy, Culture Strategy, Leadership Skills), the MindSet Leadership Program (an 8-module curriculum with 56 short videos and an 80+ page study guide), the Virtual Leadership Academy (a 12-month live cohort experience at $1,299/individual), the 20 Tenets of Culture digital platform for company-wide development, and the annual BetterCulture Live flagship conference in Omaha, NE at $2,950/attendee.
The technology stack combines digital content delivery (hosted on Kajabi for the Academy and a dedicated portal for 20 Tenets), video-based learning libraries, a self-service assessment platform, and administrator tracking for engagement and benchmarking. Documented psychometric rigor (test-retest Spearman correlation 0.902, Content Validity Index 0.99) underpins the assessment product, and SHRM/HRCI recertification approval for the flagship event provides continuing-education credibility with HR buyers.
The business model blends subscription revenue (Virtual Academy at $1,299 with $299/year alumni extension; 20 Tenets platform; 3-year organization all-access contracts), event ticket revenue (BetterCulture Live), and professional services (custom assessments and executive retreats). Go-to-market is hybrid: consultative direct sales for enterprise and retreat engagements, self-service evergreen registration for individual subscriptions and event tickets, and a multi-channel content engine (podcast, webinars, free resources, keynotes) supporting top-of-funnel demand generation. Customer concentration is anchored in healthcare (Fusion Medical Staffing, QLI, Nebraska Cancer Specialists, Stephen Center), financial services (American National Bank, Blue Cross Blue Shield of Nebraska), education (Bellevue Public Schools), and technology (Orion, Flywheel), with operating geography centered on Nebraska and the broader Midwest but extending to national enterprise clients.
BetterCulture firmographics
Firmographics- Name
- BetterCulture
- Legal name
- MindSet LLC
- Website
- https://betterculture.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- BetterCulture is a Bellevue, Nebraska-based workplace culture and leadership development firm that provides a psychometric employee survey, executive retreats, scalable leadership training programs, and digital development platforms to mid-to-large organizations across healthcare, financial services, education, and technology.
- Ownership category
- akta.pro rank
BetterCulture industry classification
Industry- Product category
- Leadership Development and Culture Consulting
- NAICS
- Convention and Trade Show Organizers (56192)
- akta.pro primary industry
- Organizational Culture & Values-Based Leadership (EDABAAAE)
- akta.pro secondary industries
- Organizational Change & Transformation Coaching (EDABANAG), Change Management & Transformation Leadership (EDABAAAD), Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK), Executive Leadership & C-Suite Development (EDABAAAA), Corporate & Leadership Development (BPACANAA)
Keywords
Where BetterCulture is headquartered
LocationHeadquarters
- HQ city
- Bellevue
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
BetterCulture business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- BetterCulture Live Event: In-person 2-day leadership training conference held annually in Omaha, NE. Registration-based revenue at $2,950 per attendee with group rates available.
- Virtual Leadership Academy: 12-month individual subscription at $1,299 with optional extension at $299/year for alumni. Evergreen enrollment model with rolling start dates. Includes 10 core courses, live sessions, community access, and certification.
- MindSet Leadership Program (Organizations): Organization-level all-access licensing requiring 3-year contract. Provides unlimited internal access, facilitator guides, PowerPoint decks, recap videos, and BetterCulture consultant support. Delivered via train-the-trainer or BetterCulture-led facilitation.
- Cultural Assessment Services: Employee engagement survey deployment and analysis. Survey takes 10 minutes, covers 49 questions across 14 cultural health factors. Results presented with breakdown by department, demographic variables. Additional consultation services available for operational adjustments and training.
- Executive Retreats: Customized executive development engagements offered in three frameworks: Team Synergy Retreat, Culture Strategy Retreat, and Leadership Skills Retreat. Available virtually or in-person. Pricing not publicly disclosed.
- 20 Tenets of Culture Platform: Digital platform for company-wide culture development. Includes self-assessment, year-long coaching content, and administrative tools. Pricing not publicly disclosed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | BetterCulture Live: 2-day in-person leadership conference |
| Subscription | Annual | Virtual Leadership Academy: 12-month individual subscription |
| Subscription | Multi-year contract | Organization All-Access: Unlimited internal deployment |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
BetterCulture product offering
Product offeringCore offering
BetterCulture measures and develops company culture through a psychometrically validated 49-question employee engagement survey, executive retreats, scalable leadership development curricula, live virtual academies, an annual in-person leadership conference, and a digital culture development platform. Its proprietary 7 Principles of Leadership and 20 Tenets of Culture frameworks underpin the integrated measurement-to-improvement system sold primarily to mid-to-large organizations, with transparent per-attendee pricing for individual subscriptions and conferences.
Product overview
BetterCulture is a workplace culture and leadership development company offering an integrated portfolio of products and services centered on its proprietary 7 Principles of Leadership framework. The core portfolio includes the BetterCulture Survey (a psychometrically validated 49-question cultural assessment measuring 14 health factors), Executive Culture Retreats (three framework options for leadership team development), the MindSet Leadership Program (an 8-module scalable curriculum with 56 videos), the Virtual Leadership Academy (a 12-month live cohort experience), BetterCulture Live (annual in-person flagship conference), and the 20 Tenets of Culture digital platform for company-wide employee development. These products work together as a measurement-to-improvement system: organizations use the survey to assess cultural health, then leverage retreats and training programs to develop leaders, with ongoing development through the academy, live events, and 20 Tenets platform. The company was founded by Kim Hoogeveen, PhD, who developed these methodologies during his 24-year tenure as CEO of QLI, a 5-time #1 Best Place to Work winner.
Differentiator
Problem solved
Functional benefit
Products and services
- Cultural Assessment (BetterCulture Survey) A 49-question employee engagement survey that measures 14 cultural health factors using a proprietary weighting formula. The assessment takes approximately 10 minutes to complete and provides organization-wide and department-level results broken down by demographics, validated by Content Validity Index of 0.99 and test-retest Spearman correlation of 0.902.
- Executive Culture Retreats In-person or virtual executive retreats delivered in three frameworks—Team Synergy Retreat, Culture Strategy Retreat, and Leadership Skills Retreat—designed for CEOs, executives, and directors responsible for organizational culture and leadership effectiveness. Custom engagements unify executive teams, develop culture strategy, and build individual leadership skills.
- MindSet Leadership Program An 8-module scalable leadership development curriculum built on BetterCulture's 7 Principles of Leadership, delivered through 56 short videos (under 4 minutes each), an 80+ page Study Guide, and discussion materials. Available as self-directed, train-the-trainer, or BetterCulture-led facilitation under a 3-year organization-wide license.
- Virtual Leadership Academy A 12-month live virtual leadership development experience with 10 core leadership modules, monthly 90-minute live sessions, monthly 60-minute Ask-Us-Anything sessions, peer community access, and session recordings. Priced at $1,299 for 12 months with evergreen start-anytime enrollment and an optional $299/year alumni extension.
- BetterCulture Live The company's flagship annual 2-day in-person leadership conference held in Omaha/Bellevue, NE, featuring over 30 practical leadership tools, 100+ leadership insights, peer connection, and direct training from co-founders Kim and Brett Hoogeveen. Priced at $2,950 per attendee with group rates; approved for 16 HR recertification credits.
- 20 Tenets of Culture A digital platform and year-long company-wide culture development system covering 20 tenets of workplace culture. Includes a 30-minute video-based self-assessment (20 tenets rated 1-9), 20 coaching videos (4-5 minutes each), personalized growth dashboard, private journal, gamification leaderboard, comparative benchmarking against other organizations, administrative tracking, and year-long content delivery, instructor-led by Albert Lawrence.
Companies that use BetterCulture
Customer profileNamed customers18 records
Segments7 records
Ideal customer profiles3 records
BetterCulture technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
BetterCulture partnerships and signals
Strategic signalScale indicators10 records
Recent moves6 records
Expansion highlights6 records
BetterCulture competitors and assessment
Company assessmentBroad incumbents
- Gallup: Global analytics and consulting firm whose Q12 employee engagement survey and CliftonStrengths leadership assessments are the most widely deployed workplace culture and leadership measurement tools. Direct competitor to BetterCulture's 14-factor Cultural Assessment and leadership offerings.
- Glint (LinkedIn): Employee engagement and culture analytics platform acquired by LinkedIn; a frequent competitor in the engagement survey and culture measurement category alongside BetterCulture's Cultural Assessment.
- Korn Ferry: Global organizational consulting firm offering leadership development, culture shaping, and talent advisory at enterprise scale. Overlaps with BetterCulture's culture strategy retreats and leadership pipeline work for larger organizations.
- FranklinCovey: Large incumbent leadership development firm best known for The 7 Habits of Highly Effective People. Sells enterprise-wide leadership training, coaching, and content subscriptions that overlap directly with BetterCulture's MindSet Leadership Program and Virtual Leadership Academy.
Emerging players
- Culture Amp: SaaS employee engagement survey and people analytics platform with actioned development content. Competes most directly with BetterCulture Survey on measurement and offers adjacent learning content vs. BetterCulture's retreats and academy.
Direct peers
- VitalSmarts (Crucial Learning): Training company behind Crucial Conversations and other culture/leadership courses, with leader-led enterprise programs and digital delivery. Comparable modality and buyer (people leaders, L&D) to BetterCulture's MindSet leadership offerings.
- Development Dimensions International (DDI): Specialist leadership development and leadership assessment vendor serving mid-to-large enterprises with multi-modal leadership programs, simulations, and 360-feedback. Highly comparable solution set to BetterCulture's MindSet Leadership Program and executive retreats.
- The Ken Blanchard Companies: Long-established leadership training firm built around Situational Leadership and other proprietary frameworks; sells organization-wide licensing and train-the-trainer models analogous to BetterCulture's MindSet and 20 Tenets deployments.
- Center for Creative Leadership (CCL): Nonprofit research-driven leadership development provider with executive retreats, assessments (360s), and corporate leadership programs. Direct comparable to BetterCulture's executive retreats and leadership assessment offerings.
Others
- Great Place to Work / Best Places to Work program: Certification and benchmarking organization whose 'Best Places to Work' rankings anchor BetterCulture's marketing claims (5x at QLI). Not a direct competitor but a complementary/ecosystem partner in the workplace culture space.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
BetterCulture social profiles
Digital presenceBetterCulture financial estimates
Financial estimateRevenue estimate
Valuation estimate
BetterCulture leadership team
Management profileNumber of profiles
Profiles6 records
BetterCulture funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BetterCulture M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BetterCulture
What does BetterCulture do?
BetterCulture measures and develops company culture through a psychometrically validated 49-question employee engagement survey, executive retreats, scalable leadership development curricula, live virtual academies, an annual in-person leadership conference, and a digital culture development platform. Its proprietary 7 Principles of Leadership and 20 Tenets of Culture frameworks underpin the integrated measurement-to-improvement system sold primarily to mid-to-large organizations, with transparent per-attendee pricing for individual subscriptions and conferences.
Is BetterCulture a public or private company?
BetterCulture is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BetterCulture founded?
BetterCulture was founded in 2010. It employs 1 to 10 people.
Where is BetterCulture based?
BetterCulture is headquartered in Bellevue, United States, in the North America region.
How does BetterCulture make money?
Six revenue lines are on record. BetterCulture Live Event is the primary driver. The others are virtual Leadership Academy, mindSet Leadership Program (Organizations), cultural Assessment Services, executive Retreats and 20 Tenets of Culture Platform.
Who are BetterCulture's main competitors?
Broad incumbents on record are Gallup, Glint (LinkedIn), Korn Ferry and FranklinCovey. Culture Amp is listed as an emerging player. Direct peers are VitalSmarts (Crucial Learning), Development Dimensions International (DDI), The Ken Blanchard Companies and Center for Creative Leadership (CCL). Great Place to Work / Best Places to Work program is listed as an others.
Does BetterCulture have an API?
No public API is recorded for BetterCulture.
What industry is BetterCulture in?
BetterCulture's product category is Leadership Development and Culture Consulting. Its primary akta.pro industry code is EDABAAAE, Organizational Culture & Values-Based Leadership, with a secondary code of EDABANAG, Organizational Change & Transformation Coaching. Its NAICS code is 56192.