What Profile Dynamics Nederland B.v. does

Profile Dynamics Nederland B.V. is a Dutch psychometric assessment company that develops and distributes motivation analysis tools based on Clare W. Graves' value systems theory, as operationalized in the Spiral Dynamics framework. The company's flagship offering is the Profile Dynamics Product Suite, comprising four assessment tools — Personal Profiler (individual motivation), Team Profiler (group dynamics), Job Profiler (role matching), and Company Profiler / Profile Dynamics Viewer® (organizational culture) — complemented by DataViewer visualization software used by certified consultants. The methodology was validated over a six-year research program (2017–2023) by the University of Groningen and independently assessed by COTAN, the Dutch Institute of Psychologists' committee for psychometric instrument validation, as reliable, consistent, and stable over time.

The company operates a hybrid go-to-market model that combines direct enterprise sales with a certified consultant network functioning as a franchise-like distribution channel. Revenue is generated through three streams: recurring licensing of the assessment suite, professional services revenue from certification and training programs priced at €1,795–€2,995 per module, and one-time sales of complementary products (books, motivation games, posters) through a dedicated webshop. Target buyers include HR departments, management teams, and executive leadership across the Netherlands, Germany, and Austria, where the company maintains offices in Almere, Lüneburg, and Gleisdorf respectively. Training is delivered in three formats — in-person, e-learning, and in-company — to scale consultant onboarding.

Profile Dynamics operates as a privately held subsidiary of Amygdala B.V., a Dutch holding entity, with no disclosed external funding rounds. Named enterprise customers span construction (Van Wijnen), research and government (TNO, Gemeente Groningen, CAK), retail (Otto), media (Ströer), testing and inspection (SGS), IT services (q.beyond), and education (Universiteit Groningen, Bestuursacademie). The platform is hosted in ISO 27001- and NEN 7510-compliant Dutch data centers, supporting enterprise and healthcare-sector procurement requirements.

Name

Profile Dynamics Nederland B.v.

Legal name

Profile Dynamics Nederland B.V.

Website

https://profiledynamics.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Profile Dynamics Nederland B.V. provides motivation analysis and psychometric profiling tools for individuals, teams, and organizations. Headquartered in Almere, Netherlands, it operates across the DACH region through direct sales and a certified consultant network.

Ownership category

akta.pro rank

Product category

Psychometric Assessment

NAICS

Human Resources Consulting Services (541612), Software Publishers (5132), Management Consulting Services (54161)

SIC

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

akta.pro primary industry

Personality & Behavioral Assessments (BPACAMAC)

akta.pro secondary industries

People Analytics, Assessment & Psychometrics Consulting (BPAHAGAH), Organization Design & Operating Model Consulting (BPAHAGAB)

Keywords

• Motivational assessment
• Psychometric profiling
• Team dynamics analysis
• Organizational development
• Values profiling

Headquarters

HQ city

Almere-haven

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Assessment Tools Licensing: Revenue from licensing the Profile Dynamics Product Suite including Personal Profiler, Team Profiler, Job Profiler, and Company Profiler. Consultants and organizations pay for access to the tools and analysis platforms.
2. Certification and Training Programs: Professional services revenue from training programs: Basic Certification (Module I) and Team Training (Module II). Offered in-person, online (e-learning), and in-company formats. Successful completion grants consultants a personal license and access to the dashboard.
3. Webshop Products: Sales of complementary products including the book 'Your Driving Force', motivation games, and educational posters through the dedicated webshop.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Profile Dynamics Nederland B.V. develops and sells motivational assessment tools and profiling software (Personal, Team, Job, and Company Profilers) based on the Clare W. Graves theory and Spiral Dynamics. The company complements its software products with training, certification, and in-company workshops that enable HR professionals, managers, coaches, and consultants to apply the methodology within organizations.

Product overview

Profile Dynamics is a work motivation assessment platform based on Clare W. Graves' theory and Spiral Dynamics, offered as a Product Suite comprising four core assessment tools at different organizational levels: Personal Profiler for individual assessment, Team Profiler for team dynamics analysis, Job Profiler for role matching, and Company Profiler (Profile Dynamics Viewer®) for organizational culture analysis. The platform is complemented by DataViewer visualization software available to certified consultants, and all tools share a common methodology for analyzing seven value systems to optimize person-job fit, team dynamics, and organizational development.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Profiler An individual-level psychometric assessment tool that maps a person's dominant value systems and motivational drivers based on the Graves/Spiral Dynamics framework; used by HR professionals, coaches, and managers for personal development and coaching.
• Team Profiler A team-level assessment tool that aggregates individual value system profiles to visualize team composition, dynamics, and alignment; intended for managers, team leaders, and OD consultants.
• Job Profiler An assessment tool used to determine the dominant value systems required for a specific role or function, supporting fit-to-role analysis; used by HR and recruitment professionals.
• Company Profiler An organizational-level assessment tool that maps the dominant value systems across an entire organization, supporting culture analysis and change initiatives; used by executives and organizational development consultants.
• DataViewer A companion data analysis and reporting application that allows users to export, aggregate, and analyze results from the Personal, Team, Job, and Company Profilers; for certified consultants and analysts.
• Profile Dynamics Product Suite The bundled software offering that includes the Personal, Team, Job, and Company Profilers, the DataViewer, manual, and additional materials; licensed to certified consultants and organizations.
• Basic Certification A training and certification program that introduces participants to the Profile Dynamics methodology and certifies them to administer the assessments; targeted at professionals seeking to use the tools in their practice.
• In-depth Training An advanced training program (Modules I and II) providing deeper understanding of the methodology and its applications; for professionals pursuing expertise in motivational analysis and consulting.
• In-Company Training

Quantifiable outcome

• COTAN assessed the questionnaire as reliable, consistent, and stable over time; quality of test construction, test materials, and manual is good; norms are sufficient
• +1 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Certified Consultant NetworkcoreChannel Partner/ Reseller/ DistributorNetwork of independent consultants who become certified through Profile Dynamics training programs. Certified consultants receive personal licenses and access to the Product Suite and DataViewer software for delivering assessments to their own clients.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hogan Assessments: Global personality assessment vendor (Hogan Personality Inventory) used in executive selection, leadership development and team coaching. Highly comparable to Profile Dynamics as a science-based psychometric methodology licensed through a network of certified practitioners.
• DR. HOGREFE & Partner (Testentwicklung): DACH-focused provider of psychological assessments and test development services for HR, coaching and clinical use. Direct regional peer for Profile Dynamics given shared German-speaking market focus and assessment-as-product business model.
• TTI Success Insights: DISC-based and motivation-focused assessment provider that sells tools to a global network of certified consultants. Operates a near-identical franchise model and is a direct competitor to Profile Dynamics' value-motivation suite.

Emerging players

• TestGorilla: Pre-hire assessment platform combining personality, cognitive and skills tests, sold on a self-serve SaaS model to SMB and mid-market HR. Represents the modern, tech-forward segment of the assessment market that Profile Dynamics competes against for HR buyer attention.
• Pymetrics: AI-driven behavioral assessment platform focused on recruitment and talent matching using neuroscience and machine learning. Represents the newer AI-native assessment category that competes with traditional psychometrics for enterprise HR budgets.

Broad incumbents

• The Myers-Briggs Company: Publisher of the MBTI assessment and a broad suite of personality and development tools, with global certification programs. Comparable as a personality assessment vendor serving HR, management and executive coaching use cases.
• SHL (part of Expleo): Large-scale talent assessment and psychometric platform serving global enterprises with occupational personality questionnaires and behavioral assessments. Overlaps with Profile Dynamics in the personality/motivation assessment category but at a much larger scale and broader product portfolio.
• LHH (Lee Hecht Harrison): Global talent and career-transition consultancy that uses psychometrics and assessments within leadership development and outplacement programs. Comparable as an end-to-end HR consulting provider that incorporates assessment tools similar to Profile Dynamics' suite.
• Korn Ferry (Hay Group): Global organizational consulting firm with deep assessment IP (Hay Group, Korn Ferry Voices) used for leadership selection, development and organizational design. Overlaps with Profile Dynamics' Company Profiler use case in organizational culture and change.
• Hogrefe Verlag: European publisher of psychological and psychometric tests, including widely used personality inventories. Comparable to Profile Dynamics as a publisher of validated psychometrics targeting HR and organizational consulting use cases.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/amygdala-bv

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 Profile Dynamics Nederland B.v.