What Aperio Consulting Group does

Aperio Consulting Group is a privately held behavioral science consulting firm founded in 2010 by Kerry Goyette and headquartered in Columbia, Missouri. The firm operates at the intersection of empirical behavioral science and computational intelligence, offering three primary product lines (Habit Story, Founder Story/Halo, and Performance Story) that apply psychometrics combined with neural networks, fuzzy logic, and explainable AI to assess individual behavior, founding team dynamics, and full employee lifecycle outcomes. Core services include Diagnostic Culture Scan organizational assessments, Executive Coaching (Lead), Team Training workshops, and keynote speaking engagements on emotional intelligence and strategic agility.

The company's business model blends professional services revenue from consulting engagements with subscription-based assessment products distributed through a sister organization, Two Story, formed in 2022 to commercialize the product suite. Customer base spans Fortune 500 enterprises across healthcare, energy, manufacturing, sports, and government (including Shell Oil, 3M, Nestle Purina, General Mills, Trinity Health, Houston Texans, and the U.S. Securities and Exchange Commission), with a horizontal segmentation approach targeting executives, leadership teams, and organizational culture initiatives. Go-to-market is primarily direct enterprise field sales driven by founder-led thought leadership, supplemented by partnerships such as the Centennial Investors collaboration for startup founder assessment. Pricing is quote-based with disclosed tiers ranging from under $5,000 to above $15,000 per engagement, and the firm operates without external institutional funding.

Aperio operates as a small professional services firm with parallel field team and lab team divisions, where the lab team develops proprietary AI algorithms and the field team delivers consulting engagements. The company is bootstrapped, founder-led, and has launched productized offerings (Halo for investor due diligence) while maintaining a research-driven orientation, with senior team members holding PhDs in relevant fields and publishing in peer-reviewed venues including IEEE Transactions.

Name

Aperio Consulting Group

Legal name

Aperio Consulting Group

Website

https://thinkaperio.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Aperio Consulting Group is a private Columbia, Missouri-based behavioral science consultancy that applies psychometrics, neural networks, and explainable AI through its Habit Story, Founder Story, and Performance Story products to assess individuals, founders, and workforces for Fortune 500 enterprises, government agencies, and venture investors.

Ownership category

akta.pro rank

Product category

Management Consulting — Behavioral Science and People Analytics

NAICS

Human Resources Consulting Services (541612), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

People Analytics, Assessment & Psychometrics Consulting (BPAHAGAH)

akta.pro secondary industries

Culture, Engagement & Employee Experience (EX) Consulting (BPAHAGAI), Leadership Development & Executive Coaching (BPAHAGAD), Learning, Training & Corporate Education Consulting (BPAHAGAE)

Keywords

• Behavioral science consulting
• People analytics solutions
• Executive coaching services
• Organizational development consulting
• Psychometric assessment products

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategy Consulting: Custom-built solutions for organizational challenges based on behavioral science principles, including Diagnostic Culture Scans and organizational assessments
2. Executive Coaching: Holistic coaching for executives focusing on behavioral habit change, individual growth with stakeholder feedback and accountability
3. Team Training: Training programs drawing on behavioral science and neuroscience to boost team performance and efficiency
4. Assessment Products: Software tools including Habit Story, Founder Story, and Performance Story sold as products addressing employee lifecycle from hiring to high-performance
5. Speaking Engagements: Keynotes by Kerry Goyette on emotional intelligence, strategic agility, neuroscience of motivation, and human-machine partnership
6. Two Story Sister Organization: In 2022, Aperio formed Two Story to focus on development and distribution of product suite, merging ethical AI and machine learning with workplace behavioral science

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Aperio Consulting Group is an expertise-driven management consulting firm that merges empirically validated behavioral science with computational intelligence (neural networks, fuzzy logic, and explainable AI) to decode workplace performance. It sells custom consulting engagements — Diagnostic Culture Scans, Executive Coaching (Lead), and Team Training — alongside a suite of AI-augmented assessment products (Habit Story, Founder Story/Halo, Performance Story) that help enterprises improve hiring, leadership effectiveness, and team dynamics.

Product overview

Aperio Consulting Group offers a suite of three integrated behavioral science products—Habit Story, Founder Story/Halo, and Performance Story—that merge behavioral science with machine learning to analyze workplace behavior. Habit Story focuses on individual behavioral change; Founder Story/Halo assesses founding team dynamics for hiring and investment decisions; Performance Story addresses the full employee lifecycle from hiring to high-performance. The company also provides consulting services including Diagnostic Culture Scan, Executive Coaching, and Team Training, delivered by behavioral science experts. In 2022, Aperio formed a sister organization called Two Story to focus on product development and distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Habit Story: A tool that empowers individuals to discover the root cause of their behaviors and learn what serves them and those around them.
• Founder Story
• Performance Story
• Two Story

Products and services

• Habit Story Individual-focused behavioral assessment tool that empowers users to discover the root cause of their behaviors, identify limiting behaviors and their triggers, and make targeted personal changes using empirically validated assessments.
• Founder Story (Halo) Behavioral assessment tool for founding teams that measures productive and counterproductive patterns using empirically validated assessments; marketed as 'Halo' for investor due diligence use cases, empowering funders and founders to understand strengths, gaps, and hiring needs.
• Performance Story Enterprise tool combining an organization's unique data with machine learning to improve efficacy and employee experience across the entire employee lifecycle, from hiring through high-performance development.
• Strategy Consulting (Diagnostic Culture Scan) Custom-built consulting engagement that assesses core components of organizational health, provides objective analysis of the current state (goal clarity, teamwork support, communication barriers), and produces actionable recommendations grounded in behavioral science and AI scenarios.
• Executive Coaching (Lead) Holistic executive coaching for senior leaders using empirically validated behavioral assessments to diagnose habits, paired with stakeholder feedback and accountability to drive individual growth and measurable organizational change.
• Team Training Team performance training program that draws on behavioral science and neuroscience research, using proven assessment tools to identify team strengths and weaknesses and to improve outcomes that boost team performance.
• Keynote Speaking Keynote presentations by Founder Kerry Goyette for conferences, corporate events, and virtual audiences on emotional intelligence, strategic agility, the neuroscience of motivation, and human-machine workforce partnerships.

Quantifiable outcome

• 72% probability of accelerating growth with two specific changes in sales process
• +4 more outcomes

Named customers9 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

AI capability6 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• Two StorycoreStrategic or Co-development Partner · 1 January 2022In 2022, Aperio formed a sister organization Two Story to focus on the development and distribution of Aperio's product suite. Two Story merges ethical AI and machine learning solutions with workplace behavioral science, creating tools organizations can use to create thriving and productive teams. Key team members including Michael Mueller and Bryce Murray serve in leadership roles at both organizations.
• Centennial InvestorscoreStrategic or Co-development PartnerPartnership for developing startup founder assessment research. Aperio combines its expertise in behavioral science and empirically validated assessments with an explainable algorithm to predict entrepreneurial success. The collaboration aims to find otherwise-unrecognizable patterns in founder behavior that correlate with startup success or failure.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Humu: People analytics startup using behavioral science and AI to drive workplace change — directly comparable to Aperio's Two Story spin-off and the use of AI to decode workplace behavior.
• BetterUp: AI-augmented coaching and workforce development platform with enterprise go-to-market — partially comparable to Aperio's Executive Coaching and Team Training served through a more software-native model.

Direct peers

• Hogan Assessments: Provider of personality and behavioral assessments used for hiring, leadership development, and workplace analytics — directly comparable to Aperio's psychometrics-based Habit Story and Performance Story products.
• SHL: Large-scale psychometric assessment provider for hiring and development — directly comparable to Aperio's empirically validated psychometrics assessments and people analytics products.
• Development Dimensions International (DDI): Global leadership development and assessment firm offering coaching, training, and behavioral measurement — directly comparable to Aperio's Executive Coaching, Team Training, and Diagnostic Culture Scan offerings.
• Center for Creative Leadership (CCL): Research-driven leadership development and executive coaching provider with behavioral assessment tools — closely comparable to Aperio's executive coaching and behavioral science methodology.
• Predictive Index: Behavioral assessment and talent optimization platform serving enterprise customers with people analytics and behavioral science — closely comparable to Aperio's consulting-plus-product model.

Broad incumbents

• Heidrick & Struggles: Executive search and leadership advisory firm offering leadership assessment and coaching — comparable to Aperio's executive coaching and culture consulting, but with a search-driven business model.
• Korn Ferry: Global organizational consulting firm offering talent management, leadership development, and assessment at scale — overlapping Aperio's enterprise consulting footprint but with broader portfolio and scale.
• Gallup: Research-based employee engagement and strengths consulting firm with well-known assessment products (CliftonStrengths) — comparable to Aperio's culture and engagement focus, but at vastly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thinkaperio
• LinkedInlinkedin.com/company/aperio-consulting-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Aperio Consulting Group