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Birkman: The $34M Assessment Giant
A deep dive into the behavioral assessment platform driving organizational performance
In a crowded market of personality tests, Birkman has quietly built a $34M revenue engine serving 189 employees. But their real power lies not in colors or codes, but in how they map the invisible mechanics of high-performing teams.
"Birkman doesn't just measure personality—it measures the gap between what people do and what they need to thrive."
The Silent Majority
With 56% direct traffic, Birkman's audience isn't discovering them—they're seeking them out. This isn't viral growth; it's institutional adoption. The 48K monthly visitors are likely HR leaders, coaches, and consultants returning to a tool that's become infrastructure in their workflow.
The SEO Blind Spot
Despite 36% organic traffic, Birkman's keyword strategy reveals a vulnerability. They rank for 'personality colors' (820 monthly searches) but miss the broader 'assessment' space. Their biggest competitor might not be another assessment tool—it's the generic 'personality test' queries they're not capturing.
The tech stack tells a story of modernization. They're using Vite for speed, Tailwind CSS for design consistency, and Hotjar for user behavior tracking. This isn't a legacy platform; it's a 2020s product wearing a 1990s brand. The CEO Mark Huber and COO John Pryor are leading a transformation from assessment provider to performance platform.
- Revenue per employee: ~$181K (healthy for services)
- Traffic concentration: 68.5% from one undefined market (likely US)
- Tech modernization: Vite + Tailwind CSS indicates recent rebuild
- Missing social proof: No Trustpilot reviews despite scale
- Keyword opportunity: 'Birkman assessment' (600 searches) is their strongest organic asset
The Assessment Infrastructure Play
Birkman isn't selling tests—they're selling organizational clarity. At $34M revenue with 189 employees, they've found product-market fit. The question isn't whether they'll grow, but whether they'll own the conversation around performance psychology or remain the silent backbone of HR departments.
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https://birkman.nyc3.cdn.digitaloceanspaces.com/production/assets/global-assets/_1200x630_crop_center-center_82_none/birkman-og-image.jpg?mtime=1692129332
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The Leader In Organizational & Team Performance | Birkman
Birkman provides behavioral assessments and insights that help teams and organizations improve performance, communication, and workplace success.
The Leader In Organizational & Team Performance
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About birkman.com
Birkman provides behavioral assessments and insights that help teams and organizations improve performance, communication, and workplace success.
Company Overview
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Technology Stack
birkman.com uses 16 technologies across their website including Adobe Fonts, PHP, HubSpot, and more.
Fonts
Adobe Fonts
Programming Languages
PHP
Marketing Automation
HubSpot
Advertising
DoubleClick Floodlight, Pinterest Tag, LinkedIn Insight Tag, Facebook Pixel
Analytics & Marketing
Hotjar, Google Tag Manager, Google Analytics
Web Standards
Twitter Cards
Traffic & Audience
birkman.com receives approximately 48.6K monthly visitors and ranks #623,210 globally. The website has a bounce rate of 36% with visitors viewing an average of 2.5 pages per visit. Users spend an average of 0:45 on the site.
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