From Paper Tests to a Global HR Tech Leader: The Master International Journey

Since 1985, Master has been driven by one purpose: giving people and companies an equal chance to grow and perform. What began as a HR consultancy company in 1985 in Denmark has grown into a trusted global leader in HR assessments and analytics—powered by science, innovation, and a strong international partner network.

A journey of Innovation

Our story began with Bjarne as a founder in 1985 and his entrepreneurial spirit, and continued with Norbert and Jesper: a business-oriented, international, and innovative approach to HR and recruitment—which evolved Master into one of the world’s most advanced HR assessment providers.

It started with paper-based tests like Typology and MPA (a personality test), which brought structure and fairness to recruitment, and later MSA (a sales assessment) that set new standards in hiring commercial talent. Each step prepared us for what came next.

In 1999 Master was transformed into a SaaS business with the launch of our first digital platform, and a decade later Metis which expanded HR analytics and set the stage for more advanced new assessments such as MCA, EASI, and OPTO; a big five personality test, which raised the bar for validity and usability.

This spirit of innovation reached new heights with the Master People Platform (MPP), developed under the supervision of Simon Rabbe. Today, MPP is one of the worlds most advanced HR assessment platforms, integrating science, technology, and human insight. Alongside it, we launched (with Lise) a range of new solutions like CORE, a state-of-the-art cognitive test, and OPTO+; a leadership report that empowers organizations to make smarter and fairer talent decisions.

Growing beyond Scandinavia as an International provider

What started in Denmark quickly grew across Scandinavia and into Europe. When Norbert joined in 2003, as a partner and business developer, and later as CEO and main owner, Master went from a Scandinavian setup to a European and then international network and expanded internationally to over 20 countries, and beyond. Many of our partners have been with us for decades, ensuring that our solutions are always enriched with local knowledge and cultural insight.

In 2015, governance was strengthened with a professional Board, further solidifying our international perspective and commitment to long-term growth. In 2018, Jesper Broberg joined as Sales Manager,  became a Partner, and is now the CEO of Master International and later also of Master Danmark.

Most importantly: what we're doing today

Today, Master International is more than a technology provider—we are a global partner for HR excellence. Together with our global network of local partners, we support more than 6,000 organizations worldwide, with 50,000+ certified users applying our solutions to make better people decisions every day.

And the impact is measurable. When you look at real live customer stories like:

• IKEA reduced recruitment time by 95 hours at a single site.
• Saxo Bank saves more than 100 hours yearly through integration.
• IF Insurance cut Recruitment time by 30%

But these are more than numbers. They mean HR professionals have more time to focus on people. Candidates get assessed more fairly. Organizations gain the agility to compete in a rapidly changing labor market.

Shaping the future of HR

The world of work is evolving faster than ever. Skills are shifting, expectations are changing, and technology is transforming how organizations connect with talent. Master is committed to leading this change by:

• Delivering AI-powered insights that enhance, not replace, human judgment.
• Driving smarter, faster test development to keep pace with modern business needs.
• Providing data-driven analytics that uncover hidden potential, reduce bias, and ensure fairness in every decision.

Our vision is clear: to remain a leading international developer of data-driven and globally accredited HR assessment solutions that empower people and organizations to grow, always grounded in scientific excellence and guided by Master’s values of quality, innovation, ethics, openness, and an international perspective.

Beyond Business

At Master, success isn’t measured only in business results. Social responsibility has always been part of who we are. From rebuilding a school in the Philippines and providing clean water filters, to supporting two orphanages in Namibia for nearly a decade, we live our purpose beyond the workplace—helping people everywhere have an equal chance to grow and perform.

Looking Ahead

After 40 years, our purpose remains unchanged: giving people and companies an equal chance to grow and perform. With a strong team, dedicated partners worldwide, and a clear commitment to innovation, we are ready for the next chapter.

The challenges ahead are great—but so are the opportunities. Together, we are shaping a smarter, fairer, and more data-driven future of HR.

“The future belongs to those who dare to shape it—together.”

In short:

• Founded: 1985
• Customers: 6,000+ worldwide
• Certified users: 50,000+
• Presence: Global development team & cooperation partners in 20+ countries
• Customer satisfaction: 8.7/10 on recommendations
• Proven impact: see our customer stories in master-hr.com
• Purpose: Giving people and companies an equal chance to grow and perform
• Value Proposition: We develop data-driven and globally accredited HR assessment solutions, delivered with advisory services & support from our local eco-system of partners.