BRAVE is built on Self-Determination Theory (SDT)—a leading framework in psychology that explains what drives human motivation and flourishing. Research shows that autonomy, competence, and relatedness are the key ingredients for engaged, high-performing teams. BRAVE applies these principles by helping teams reflect, take ownership, and strengthen their connections.

By aligning with this science-backed approach, BRAVE ensures that teams aren’t just checking boxes—they’re growing in a way that actually works.

BRAVE was founded by Andrew Bull—an executive coach, author, and team performance expert who has spent years helping leaders build stronger, more engaged teams. His research and coaching have shown that the most successful teams don’t just focus on performance—they cultivate boldness, trust, and accountability.

BRAVE was designed as a practical, scalable tool that brings these insights to life, helping leaders and teams apply proven growth strategies in their daily work.

By aligning with this science-backed approach, BRAVE ensures that teams aren’t just checking boxes—they’re growing in a way that actually works.

We believe transparency is the key to making teams and organizations better. That’s why everyone sees team-wide insights, not just leadership. By sharing knowledge, we empower teams to solve challenges together. For example:

“We ranked 5/10 for action last week—what’s holding us back?”

At the same time, BRAVE is designed to be non-punitive:

• Leaders cannot see individual self-ratings—all scores are anonymous and aggregated to encourage honest feedback.
• Quarterly reflections (with more personalized input) are visible to leaders, but we make it clear to team members who will see their responses before they submit.
• Privacy-first approach: These detailed reflections auto-delete after 4 weeks to prevent long-term tracking of individual comments.

BRAVE offers optional quarterly reports that provide deeper insights into your team’s strengths and challenges. These reports help you spot trends, uncover roadblocks, and take meaningful action to create lasting team growth.

That’s exactly where BRAVE has your back. When your organization signs up, you gain access to our network of leadership and team performance coaches (extra fees apply). These experts can help you navigate tough challenges, build stronger team habits, and unlock new opportunities for success.

You’re not alone—we’re with you every step of the way.

BRAVE was designed as a practical, scalable tool that brings these insights to life, helping leaders and teams apply proven growth strategies in their daily work.

By aligning with this science-backed approach, BRAVE ensures that teams aren’t just checking boxes—they’re growing in a way that actually works.

You can continue with a paid plan, or if you choose not to, your data will be automatically deleted after 30 days.

In the future, we plan to offer data export options for organizations, but as a growing startup, we’re focusing on delivering the best experience first.

We take data privacy seriously and are registered with the UK ICO (Information Commissioner’s Office) as:

The Andrew Bull Companies Ltd.

Here’s how we protect your data:

• If a team member leaves a team, we delete their personal data immediately, but retain anonymous score data so organizations can track team-wide trends over time.
• If an organization leaves BRAVE, all data is deleted shortly after account closure—nothing remains.
• We do not share or sell data—your insights belong to your team, and only your team.

Your trust is our priority.