Core Values Examples From 100 Companies

Core values are the principles and priorities that guide an organization’s actions. They represent the foundational commitments and deeply held beliefs that allow a company to navigate complex situations while keeping their identity and culture at the forefront.

 

Why Are Core Values Important?

Core values are a key part of any company’s success for several reasons: 

• Core values define you. Along with your mission statement, your company’s core values exist to summarize your ethos. They encapsulate what you’re all about and what you choose to focus on as an organization, even as you grow and scale.
• Core values guide you. They give employees an example to follow — a spirit to embody — and this gets everyone on the same page.
• Core values help you recruit. They provide job seekers a snapshot of what you care most about, and if there’s alignment between your priorities and those of the job seeker, you’ll more likely want to work together.

Related ReadingHow to Describe Company Culture: 34 Examples of Culture Statements

 

What Goes Into Creating Core Values?

When developing core values for your company, keep these tips in mind to ensure your values are effective and contribute to your ideal workplace environment: 

• Make your core values unique to you. Ask key members of your organization what makes us us? What are the characteristics of our company that would make someone want to work here instead of someplace else? How would you describe our culture in one sentence? One word?
• Make your core values specific and realistic. They should still be aspirational and ambitious, too, though. While “change the world” is probably too big and too vague for it to be an actually useful guiding value, “innovate courageously” has a sharper point to it.
• Make your core values succinct and memorable. You want your teammates and job seekers to be able to remember your core values.

 

 

Company Core Value Examples

To help you get started on creating your own core values list, we rounded up core values examples used by a few companies, breaking down what each of them gets right.

 

Upgrade makes financial products for families across America.

• We help each other.
• We are always learning.
• We move fast.
• We act as owners.

Why it works: Upgrade’s values play up responsibility, collaboration, efficiency and eagerness to continue learning and improving.

 

Hivebrite describes itself as an “all-in-one community platform,” offering branding, marketing and communication solutions for engaging and managing audiences.

• We believe in the power of community.
• We are a positive force.
• We embody diversity and belonging.
• We innovate with purpose.

Why it works: Hivebrite’s dedication to building, engaging and maintaining communities is reflected clearly in its core values to help each team member stay focused on the company’s mission.

 

Asimov draws on innovations in machine learning, computer-aided design and synthetic biology to push innovation in genetic engineering.

• Recombination
• Mission first
• Continuous learning
• Thoughtful communication
• Evolution
• Urgency

Why it works: The company’s core values draw on specific terms from its field to illustrate its emphasis on collaboration, innovation, sense of urgency and willingness to iterate.

 

LogicGate provides a cloud platform centered around risk management, so companies can address cyber threats and meet compliance standards.

• Raise the bar
• Be as one
• Own it
• Do the right thing
• Empower clients
• Embrace curiosity

Why it works: LogicGate emphasizes quality, collaboration and initiative in its core values. The company also stresses integrity, customer focus and an ongoing focus on learning and humility.

 

HealthJoy helps employers craft comprehensive healthcare benefits for employees, covering areas like virtual urgent care, behavioral health and virtual primary care.

• Open mind
• No ego
• Accountable
• Deliver joy
• Care

Why it works: The core values of HealthJoy emphasize openness to new ideas and perspectives, humility and collaboration as well as taking responsibility for one’s work. The final two pillars, “deliver joy” and “care,” focus on the company’s relationship with its users.

 

Greenlight Guru provides software for medical device companies to collect data and streamline the process of bringing products to market.

• Customer-centric
• Adaptive learning
• Responsible risk-taking
• Execution 

Why it works: The company’s values focus on innovating to help its customers stay one step ahead, following through and ensuring quality stays top of mind.

 

Close’s customer relationship management (CRM) platform is designed for sales teams and equipped with communication, automation and analytics features.

• Build a house you want to live in
• No BS
• Invest in each other
• Discipline equals freedom
• Strive for greatness

Why it works: Close puts a focus on transparency and honesty, building trust and investing in relationships. Together, these elements reinforce the company’s first stated value of building with a long-term perspective in mind.

 

Evidation uses everyday health data to help people understand their own health and take action to improve their outcomes.

• Put individuals first
• Go fast while maintaining quality and integrity
• Challenge each other and state your good intent
• Work to win together

Why it works: The company’s focus on empowering individuals and innovating while ensuring accuracy and trustworthiness shines through in its stated values.

 

Bectran develops automation software designed to simplify managing accounts receivable, collections and credit processes.  

• Innovation
• Ingenuity
• Intuition
• Integrity
• Inclusion

Why it works: Bectran puts innovation and the willingness to think outside the box front and center. The company also aims to hold itself to a high standard of integrity, and aims to create a welcoming workplace and a product that’s easy to understand.

 

Grand Studio develops user-centered digital products and experiences, specializing in user experience (UX) and user interface (UI) design and strategic consulting.

• Embrace the unknown
• Trust in transparency
• Inspire collaboration
• Act as one

Why it works: The company’s values reflect the company’s commitment to meeting clients where they’re at to “take on complex challenges to build clearer paths and tools for success.”

 

AlertMedia develops an employee alert and communications platform for emergency preparedness.

• Customers Always Come First
• We’re Humans, Not Robots
• Our Reputation is Priceless
• Simplicity Is Our Strength
• Hard Work Pays Off
• We Work Better Together

Why it works: The company’s commitment to minimizing loss and reducing business interruptions to clients are reflected in its core values. When it says its customers always come first, it’s not just a statement about its customer service, but saving lives.

 

Identity Digital is the company behind what it describes as the world’s largest portfolio of top-level domains, helping its customers make their websites more memorable.

• We are innovative
• We act with integrity
• We are driven to succeed
• We have a growth mindset
• We work as one team

Why it works: The company, which also provides protection against cyberattacks and abuse, emphasizes innovation, hard work and teamwork in its core values.

 

Belvedere Trading is a Chicago-based trading firm that combines advanced trading software and a team-based approach to serve its clients.

• Compete and succeed at the highest level. Make those around you better. Be the best teammate.
• Share individually in the success of the company. Earn merit-based responsibilities. Balance high expectations and a healthy environment.
• Act like an owner. Be accountable in all aspects of your role. Take pride in your work.
• Dream big and be willing to fail. Deliver value consistently. Make decisions and verify results.
• Speak with compassion and an open mind. Listen to understand. Bring new and challenging ideas to the table.

Why it works: Belvedere Trading’s values are highly specific, making it very clear what working in accordance with them looks like. The company also says its values are more than words — they’re the “bedrock of our teamwork, pushing us to excel with integrity and respect.”

 

Pumpkin supports pet owners with extensive dog and cat insurance plans, removing barriers like hidden fees and waiting periods. 

• Pets come first
• Dig new holes
• Trust the pack
• Jump fences
• Share toys

Why it works: Pumpkin modeled its values after the patients it aims to serve. While the underlying values will feel familiar to many in the startup space — customer focus, innovation, collaboration and willingness to experiment — the company puts a unique spin on them to stand out from the pack.

 

Elevate K-12 addresses teaching shortages with its team of certified teachers and an online platform that supports virtual learning.

• Obsess about the customer
• Focus on outcomes
• Act like owners
• Ground decisions in detail and data
• Collaborate to win together
• Continuously elevate our performance

Why it works: Elevate K-12 refers to its values as “gyanisms” — a sanskrit word that can be translated as “wisdom” or “knowledge.” The company says it strives to draw on these values in how its team members act and make decisions.

 

Wolverine Trading is a Chicago-based trading firm that uses its expertise and low-latency trading technology to build and maintain businesses. 

• Integrity
• Teamwork
• Excellence
• Innovation
• Empowerment

Why it works: Wolverine Trading highlights its efforts to do more and go “beyond what is expected.” The company also backs its values up through community initiatives, fundraising and employee resource groups.

 

Definitive Healthcare supplies healthcare commercial intelligence for businesses looking to break into the healthcare sector with their products.

• Customer focused: We focus on our clients and work hard to ensure their satisfaction.
• Problem solvers: We strive to identify problems and develop targeted solutions.
• Honorable: We act with honesty and integrity in everything that we do.
• Team first: We love to collaborate and celebrate the success of our company and colleagues.
• Community oriented: We value our local community and make a determined effort to give back.
• Highly motivated: We welcome new challenges and push ourselves to try new things.
• Decisive: We make timely, informed decisions and aren’t afraid to take risks.
• Scrappy: We aren’t afraid to roll up our sleeves and get the job done.
• Balanced: We have fun at work and manage a healthy work-life balance.

Why it works: Definitive Healthcare says it’s cultivated a strong company culture where every employee embodies its core values. These nine principles give every team member something to strive for every day — and a way to keep each other accountable.

 

OTR Solutions helps trucking companies pay off invoices quickly and also offers a platform for building a branded website.

• BE PASSIONATE: Conquering the day with energy and heart.
• BE INNOVATIVE: Always finding new ways to improve our services and technologies. 
• BE LIMITLESS: Dedicated to the growth of ourselves, the company and our clients. 
• BE AGILE: Willing and eager to accept new challenges. 
• BE ESSENTIAL:  Committed to being a strategic partner. 
• Be OTRelite: We’re not here to be average. We’re here to be elite.

Why it works: OTR Solutions is unapologetically client-driven and its core values convey its commitment to customers. It’s easy to see how that commitment to excellence extends to its team members.

 

Forward Financing delivers capital to small businesses through a simple application process and the option to set up automated payments. 

• Drive the Mission: We believe in financial opportunity for underserved small businesses. We say “yes” when others say “no.”
• Keep It Real: We value direct communication, candid feedback and authenticity. We are an open book.
• Act With Kindness: We create an environment where caring is cool and helping is the norm. We do the right thing.
• Shoot for Extraordinary: We are inspired by innovative thinking and continuous improvement. We never settle for yesterday’s best.

Why it works: Forward Financing’s core values reflect the company’s mission to provide capital to small businesses that have traditionally been underserved. These four simple principles remind every Forward Financing employee of the company’s north star.

 

BrainPOP develops animated learning experiences for Kindergarten up through eighth grade, facilitating kids’ learning with dynamic content. 

• Act Like an Owner: Lead with accountability, succeed together.
• Create Simplicity: Simplify with intention, informed by deep understanding.
• Lead with Empathy: Empathy leads, feedback guides and empowerment drives us forward.
• Use the Power of Today: Take deliberate action and prioritize what matters to make progress.
• Know the Goal: Align individual efforts with the big picture for shared success.
• Learn and Improve Together: We are one team, and we grow through shared experiences — both successes and failures.

Why it works: BrainPOP’s mission is to “empower kids to shape the world around them and within them,” so it makes sense it would bring that principle to its core values. Can’t you almost see these inspiring notes on a laminated poster in your homeroom? 

 

zLinq has built a platform for companies to manage their telecommunications infrastructure over the course of their lifecycle. 

• Get Results: Our number one focus is delivering measurable outcomes for our clients, and everything we do feeds into that ethos. We take pride in simplifying the complex, optimizing telecom services, and saving money for our customers.
• Build Trust: We believe that trust is the foundation of any great partnership. At zLinq, we build lasting relationships by being transparent, reliable and putting out clients’ needs first. Your success is our success, and we’re committed to earning your trust through every interaction.
• Have Fun: We take our work seriously, but we never forget to have fun while doing it. At zLinq, we believe that a positive, enjoyable work environment leads to better creativity and collaboration.

Why it works: These simple ideas drive zLinq’s mission and company culture. zLinq believes that, by living up to these values, the company can create an environment that welcomes a diverse array of perspectives so everyone is heard and valued.

 

Jackpocket allows users to order tickets for state lottery games via the company’s mobile app, creating a more convenient and secure lottery experience.

• The Crown Is Yours: You’ll be contributing your skills, passion, and teamwork to our collective future success in regions and offerings that have yet to be charted. From your very first day, you’ll be part of an amazing culture that welcomes your ideas, champions your growth, and values you for you.
• Build the Future: The thrill of the future heightens everything we do, inspiring us to pursue aggressive goals and drive impressive results. To realize our potential, we need people ready and willing to seize the opportunity, who can give the best of their skills, knowledge, and passion to help us propel our growth trajectory.
• Own Your Part: Expectations, pace, and goals can make working here challenging. Yet, the autonomy and upside are worth it. Here, we know our work and ideas matter. When we give our best, we have a chance to own our success together.
• Rise to the Challenge: To rise to the challenge, we need people who can lead us into a new phase of company growth and maturity. You’ll need to bring flexibility and focus to navigate an ever-changing environment.
• Grow Faster Together: To win together, we need people who are not only willing to contribute but also to collaborate with empathy and curiosity. These are people who know that the best teams are more than the sum of their parts.

Why it works: Jackpocket’s core values are detailed and all-encompassing, serving as very clear guideposts for what it aims to achieve as an organization.

 

Biz2Credit helps small businesses attain commercial financing by providing an online application and making decisions within 24 hours. 

• C: Collaboration
• R: Responsibility
• E: Empowerment
• D: Disruption
• I: Innovation
• T: Trust

Biz2Credit’s playful acrostic gets the point across — plus, it’s easy to remember. The company says it’s focused on funding small businesses and their big plans for the future and you can see that reflected here. 

 

Jellyfish’s platform tracks various aspects of engineering teams, making it easier to manage team personnel while still completing projects on time.

• Swim against the current: Be innovative and differentiate.
• Jet fast, but don’t wreck: Activate quickly, align and build for efficiency.
• Glow brightly: Learn, teach and share.
• Surf to morph: See ahead, evolve and act in the right moment.
• Bloom together: Build culture, team cohesion and connection.

Why it works: Jellyfish’s core values play on the image of the company’s namesake and reflect the company’s interest in teamwork, efficiency and long-term solutions.

 

SpotMe provides an event management platform that helps organize the logistics behind marketing events, roadshows and conferences.  

• Curious and always improving
• Diligent with intent 
• Humble about oneself
• Proud about our company
• Respectful and positive

Why it works: As a company specializing in both virtual and hybrid event platforms, SpotMe’s core values reflect the company’s commitment to working as a team to constantly improve and help customers manage even the largest and most complex projects.

 

Scorability allows college coaches to gather relevant information on high school recruits, so they can find athletes that best match their programs. 

• Customers First
• Be Human
• Simplicity
• Better Together
• Believe It
• Positivity

Why it works: Scorability provides a software platform to help college coaches recruit, and you can feel that pep-talk spirit reflected in the company’s simple, straightforward, no-nonsense core values.

 

Hiro Systems creates developer tools for Stacks, which is a network that enables apps and smart contracts for Bitcoin.

• We go together: A rising tide lifts all boats. We freely collaborate and share across our community.
• We have a bias for action: We know that speed can magnify impact, and we move swiftly.
• We make bold bets: We embrace the uncertainty, never let fear rule decisions, and once aligned, fully commit to executing our ideas.
• We find a way: No challenge is too big or daunting: We are resourceful, tenacious and creative in finding solutions.

Why it works: Working in the blockchain development space means working quickly and decisively, so Hiro Systems’ core values reflect that forward movement.

 

Gogo builds software to deliver in-flight Wi-Fi and connectivity solutions for entertainment and other internet-based needs.

• Mission minded: Every day, we seek new ways to enrich the lives of passengers and enhance the efficiency of operators worldwide. We celebrate our wins, learn from our setbacks and always move forward towards our next big breakthrough.
• Bold problem solvers: In pursuit of the best inflight connectivity and entertainment solutions for every business jet, everywhere, we have a complex technological landscape to contend with. At Gogo, we eagerly rise to the challenge, always setting the goal post further to redefine innovation in airborne connectivity.
• Performance obsessed: Continuous improvement in everything we do is the cornerstone of staying ahead, so we’re always challenging ourselves to work smarter and seeking new ways to offer the highest quality products and services to our customers.
• Extraordinary harmony: Collaboration fuels innovation. Our team blends diverse talents in an environment that fosters mutual respect, healthy debate, personal empowerment and forward momentum.

Why it works: Gogo knows its diverse blend of employees is its greatest asset. While the company’s employees help Gogo achieve its mission and contribute to the organization’s overall success, the company also aims to ensure employees can maintain the flexibility to work toward their own professional goals and opportunities for personal growth. 

 

Hotel Engine simplifies business travel with a platform that makes it easy to book flights, track invoices, earn travel savings and more.

• Together We Thrive: We are a team and we win together. We support each other, push each other to be better and we build our culture together.
• Customer Obsessed: Without our customers, we have nothing. We keep our customers at the core of everything that we do. We are committed to understanding their needs, delivering value at every turn, and exceeding their expectations.
• Insist on High Standards: We do not just set high standards; we insist on them. These standards are not only for ourselves and our work, but for each other. We are creating a culture where excellence is standard.

Why it works: Hotel Engine says its values are its DNA and what propels the company forward. By putting its commitment to excellence for customers front and center, the company builds its list of priorities from the outset.

 

Leaf Home’s brands provide consumers with an array of products and end-to-end services that enable them to maintain and upgrade their homes. 

• Neighborly Attitude
• Done For You
• Innovation Driven
• Powered By People
• Done Right At Every Step

Why it works: The company’s revamped values reflect its people-focused culture and commitment to “creating experiences that matter for both our customers and employees.”

 

Core Digital Media operates brands that provide consumers with educational resources and price comparisons to support their financial journeys

• Innovative: Be curious, create new paths, make it happen.
• Driven to Win: Give 100 percent and take ownership.
• Transparent: Be open and share often.
• Collaborative: Work, win and learn as a team.
• Metrics Driven: Lead with business impact and measure results.
• Adaptable: Embrace and run with change.

Why it works: The company’s six values set the tone for how team members can contribute to the organization’s overall success.

 

 ​​​​​Blueprint Test Prep offers digital exam prep courses, with a focus on the LSAT and MCAT.

• Learners First
• Own the Result 
• Innovation
• Honesty and Transparency
• Teamwork
• Always Learning
• Bias for Action 

Why it works:  The company’s core values are suited for its purpose, as they highlight education, results and action as opposed to inaction. 

 

 Hi Marley offers text-based communication tools to streamline the relationship between insurance professionals and their customers.

• Be Humble
• Max Courage 
• Ubuntu, a term popularized in the “Western world” during the twenty-first century by Nelson Mandela, roughly translating to “I am because we are.”

Why it works: Hi Marley told Built In, “The founders were adamant about ensuring leadership led by example by behaving in alignment with a shared purpose and set of values. 

 

Meetup builds technology to help people cultivate meaningful social connections in their area.

• Ambition: Setting and upholding high goals and standards that stretch the boundaries of what you perceive to be possible.
• Courage: Overcoming fear when it stands in the way of doing the right thing.
• Ownership: Feeling deeply responsible for your work, and continually taking the initiative.
• Imagination: Envisioning how things could be, unencumbered by how they currently are.
• Freedom: Affording others considerable latitude of action, and providing them with ample opportunity to prove themselves.

Why it works: The company’s core values depict a work environment that empowers people to take on challenges that are meant to have positive real-world impact.

 

Achieve’s team of experts helps customers reduce their debts, so they have room to enjoy less financial stress and secure favorable loans.  

• Care (for everyone)
• Get better (every day)
• Collaborate (with everyone)
• Act with integrity (every time)

Why it works: Achieve’s values set the tone for the empathy and authenticity that team members are asked to carry with them as they engage with one another and perform their job duties.

 

Nisos works with organizations to uncover human-based and cyber threats and address those threats through its suite of risk intelligence tools.

• We Are Trusted Partners
• We Cultivate Innovation
• We Value Differences
• We Operate With Responsibility
• We Work Together

Why it works: Nisos aims to infuse the energy and spirit of its core values into every element of its people-first work culture, from training and professional development opportunities to its emphasis on work-life balance.

 

Cleo gives businesses more visibility over transactions and API integrations through its cloud platform, so they can better manage their supply chains. 

• People
• Customers
• Innovation
• Results

Why it works: Cleo’s values represent the company’s four key business pillars, highlighting a commitment to the company’s mission to “deliver supply chain and organizational agility” — a message that serves as the driving force behind the work of Cleo’s passionate team members.

 

First Entertainment Credit Union is a Hollywood-based credit union that’s tailored to creators, offering low fees, competitive rates and other financial perks.

• Members First
• Ownership
• Integrity
• Innovation
• Inclusivity
• One Team

Why it works: First Entertainment Credit Union’s values illustrate the priorities at the center of its service model, which supports creators across the entertainment industry.

 

Thumbtack connects homeowners to home care tips and professionals via its online platform, taking care of various household chores and services.

• Lead with why.
• Make it count.
• Own it.
• Choose teamwork.

Why it works: Thumbtack characterizes itself as a workplace where employees can make a tangible impact on the homeowners and businesses the company serves, and its values provide a simple set of guiding principles to steer their work.

 

DataGrail helps companies prioritize data privacy with a platform that automates data processes, enforces compliance measures and scans digital assets for potential threats. 

• Bias for Action
• Be Human
• Love Our Customers
• Win as a Team

Why it works: DataGrail’s values reflect the nature of the company culture, which emphasizes, “We lead with trust — on our team and with our customers.”

 

Enigma compiles various types of data on small and medium businesses, so companies can turn this data into intelligence to inform marketing campaigns, sales strategies and more.

• Generosity
• Curiosity
• Ingenuity
• Drive

Why it works: Enigma explains that its values “guide everything we do from how we make our most important product decisions to how we work with and support one another on a daily basis.” This lays the foundation for how team members engage with one another and the company’s work to bring innovation to small business intelligence.

 

firsthand Health supports those with serious mental illnesses, connecting patients with local personnel who connect them to relevant healthcare resources as needed.

• Individuals at the Center: We always do the right thing and go the extra mile for the individuals we serve, prioritizing their well-being above all else.
• Seek Understanding and Remain Teachable: We assume positive intent and we lead with curiosity. All questions are welcome; we love to learn, whether about one another or ourselves.
• Serious Fun: We work hard on an important mission, but we don’t take ourselves too seriously. We sprinkle fun in as much as possible!
• Bias Toward Action: We all take many small steps to stride towards our vision. We are quick to ask for help and to begin wading into new and often unfamiliar territory, knowing that our team has our back.
• Candor and Kindness: We have an obligation to give timely, direct feedback - delivered with care for our colleagues. We sometimes disagree, but we work through our differences and grow together.
• Deliver Value: Our customers’ endorsement, support and success enables us to further our mission.

Why it works: In line with its vision to create “a world where individuals living with serious mental and physical illnesses live their best possible lives,” firsthand put together a list of values that prioritize engaging both clients and employees with compassion, support and an eagerness to make a positive impact.

 

Accelerated Digital Media is a performance marketing agency that supports clients in areas like programmatic advertising, paid social and search engine marketing (SEM) strategy.

• Accountability
• People
• Respect every interaction
• Innovation
• Do it with a smile
• Encourage ideas, empower pursuit

Why it works: Accelerated Digital Media uses the acronym A PRIDE on its website to convey its six core values, setting simple and transparent expectations to guide the way team members perform their jobs. It helps to illustrate the company’s goal of creating “an open, dynamic and productive work environment where expertise and creativity thrive together.”

 

CompanyCam is a job documentation app that comes with unlimited cloud storage, so roofers, contractors and other onsite workers can keep track of their progress. 

• Show Up.
• Grow Up.
• Do Good.

Why it works: CompanyCam likes to keep it short and sweet. These core values succinctly reflect the company’s fast-paced people-first culture.

 

The Predictive Index supplies human resources (HR) teams with various assessments they can use to determine ideal hires and gain more insights into employees and leadership. 

• Teamwork: Focus on the “we,” not the “me.”
• Honesty: Follow your moral compass.
• Reliability: Be someone others can count on.
• Energy: Be balanced, be energized.
• Action: Errors of action are better than errors of inaction. Be brave.
• Drive: Own it.
• Scope: Don’t try to boil the ocean.

Why it works: The Predictive Index refers to their seven core values collectively as THREADS, and that’s what this set of values does — it brings together disparate ways of working into a cohesive system and collaboration philosophy.

 

Edmunds is an online car shopping platform that helps car buyers refine their searches based on the type of vehicle they’re looking for and whether it’s new or used.

• Transparency
• Resourcefulness
• Urgency
• Simplicity
• Togetherness

Why it works: At Edmunds, TRUST is not only a value the company holds dear, it’s also the acronym for Edmunds’ core values.

 

Spotnana supports corporate travel with its online booking platform and tools that deliver personalized searches and travel savings, among other perks.

• Build the future
• Commit to excellence
• Stronger together
• Respect above all

Why it works: Spotnana aims to change how we travel and their core values reflect their community-centric approach to building “stronger human connections through travel.”

 

Bonterra equips nonprofits, public agencies and corporations with a platform that manages grants, tracks fundraising and identifies likely donors.

• Elevate doers of good
• Innovate courageously
• Cultivating inclusivity
• Owning the outcome
• Do well by doing good

Why it works: As a company with “the industry’s leading social good solutions,” Bonterra’s core values tie directly back to — and help expand upon — its stated purpose: “We power those who power social impact.”

 

Monigle helps businesses craft stronger brands, from developing a mission statement to adjusting a company’s strategy to align with its brand. 

• We’re iconoclasts and innovators
• We’re more than a company—we’re a community
• We play as hard as we work

Why it works: By starting each value with “We,” these three values memorably describe the ethos of the company from the starting point of togetherness.

 

PEAK6 operates a slate of companies that provide investments, insurance and financial literacy games, among other services.

• Act boldly with courage
• Be financially responsible
• Be data-driven
• Operate ethically with integrity
• Be collaborative
• Approach every day with curiosity

Why it works: PEAK6’s innovative and inclusive culture comes through in its core values, which succinctly sum up how the company’s employees should approach their work.

 

GoHealth is an online Medicare marketplace that guides customers through the steps of signing up for Medicare and finding the best plan for them.

• Integrity
• Collaboration
• Accountability
• Resilience
• Empathy

Why it works: GoHealth’s core values are comprehensive and speak to company culture, business excellence and the character its teammates should embody.

 

Narmi provides financial institutions with products that allow them to offer digital banking experiences.

• Openness is the future: For Narmi, openness means giving our customers the ability to grow and scale for their future, and a platform flexible enough to meet the needs of any financial institution.
• Dependability is a given: Your customers need a tool that can meet their varied, demanding needs, right where they are — and Narmi surpasses expectations with an intuitive platform that offers users everything they want, and then some.
• Rewrite the financial story: Narmi’s focus on the financial health and wellness of our end-users means building beyond traditional banking. Our products are easy and intuitive to use, empowering every user with a holistic view of their finances and giving them the information they need to live healthier financial lives.

Why it works: The company’s simple and straightforward value pillars serve as the building blocks for its tech development strategy.

 

Healthtech company NuvoAir specializes in technology and services to address chronic cardiopulmonary diseases.

• Be patient obsessed. We make every decision with our main focus in mind: improving the lives of patients.
• Act like an owner. We speak up, share ideas, give feedback and are all accountable for growth.
• Build to learn. We don’t fear making mistakes; innovation requires failing courageously over and over again.

Why it works: The company touts a “mission-oriented culture,” and its values guide the work of current employees, as well as point to the qualities NuvoAir looks for when hiring new people. 

 

VelocityEHS aims to advance workplace safety and sustainability.

• Champion Customer Success
• Build Honest Relationships
• Choose Simple
• Be Humble
• Make a Difference

Why it works: The company has a value system that encourages employees to work collaboratively and lets them know their efforts can lead to real-world impact for client companies that trust VelocityEHS.

 

Businesses look to Adyen for solutions that allow them to accept payments, protect and grow their revenue and offer financial products.

• We build to benefit all customers (not just one)
• We make good decisions and consider the long-term benefits for our customers, Adyen and the world at large
• We launch fast and iterate
• Winning is more important than ego; we work as a team - across cultures and time zones
• We don’t hide behind email, instead we pick up the phone
• We talk straight without being rude
• We seek out different perspectives to sharpen our ideas
• We create our own path to grow toward our full potential

Why it works: The company created its set of guiding principles known as the “Adyen Formula” to emphasize its commitment to “speed and autonomy.”

 

WHOOP makes wearable technology that provides users with insights about their health and fitness.

• Our work is grounded in research, design and privacy.
• At WHOOP, the best idea wins.
• We have a bias for action.
• We operate at the intersection of high intensity and high humility.
• Our differences are a source of strength.
• We are obsessed with the member experience.

Why it works: With a mission “to unlock human performance,” WHOOP’s core values highlight the company’s dedication to responsible innovation and a quality member experience.

 

Kustomer develops AI-powered conversational intelligence solutions to improve customer service operations.

• Customer Obsessed: Listen, go above and beyond and deliver an amazing experience to our customers.
• Be Open: We can do anything with hard work, innovation, an open mind and a positive attitude.
• Skrappy: Always be in start up mode.
• DJTAIBAI: Don’t just talk about it, be about it.
• One Krew: Remember to have fun together while staying humble, respecting and leaning on each other — we are nothing without our team.
• Win with Data: It’s through data that we verify, understand and quantify our decisions and actions.
• Work fast and iterate: Continuous improvement over delayed perfection.

Why it works: The core values that define Kustomer’s culture express a passion for hard work, collaboration and data-driven action. 

 

Provi runs a B2B alcohol marketplace.

• Host: You are inclusive and kind
• Serve: You are collaborative and empathetic
• Deliver: You work hard and follow through
• Celebrate: You are supportive and fun

Why it works: With fun labels like “Host” and “Celebrate,” Provi’s core values show the company puts a premium on creativity and an encouraging work environment that contributes to a positive culture.

 

Motive makes IoT technology designed to support safety and efficiency for vehicle and heavy machinery fleets.

• Own it
• Less, but better
• Build trust
• Unlock potential

Why it works: The company says its values illustrate a dedication to fostering “an environment where everyone can do their best work,” encouraging team members to tackle complex challenges, for example, and seek continuous improvement.

 

Upside’s mobile app helps users earn cash back rewards through offers from businesses in their local area, and those earnings can be cashed out to a bank account, PayPal account or gift card.

• Be an owner
• Make it measurable
• Represent the real world
• Make the impact worth the effort
• Always share whether we succeed or fail

Why it works: Upside’s values outline employees’ responsibilities to themselves, their colleagues and the organization’s overall mission.

 

GameChanger develops solutions for the youth sports industry, including live streaming options and data storage for statistics.

• Customer Obsessed
• Team Players
• Empowered
• Ambitious
• Focused

Why it works: These tenants allow the company’s team members to execute their work similarly to the way a sports team operates.

 

TurboTenant provides landlords with free software to manage their rental properties from a single space. Users have access to tools and features for running credit and background checks on potential tenants, accepting online rental applications, e-signing lease agreements and securely collecting rental payments.

• Crave Feedback
• Increase Velocity
• Obsess About the Rental Process
• Embrace the Plunge(r)
• Make this the Funnest Team of Our Careers
• Play to Dominate
• Unlock Potential

Why it works: The company’s core values allow it to create the ease and efficiency it aims to foster. 

 

Webflow is a no-code platform that allows anyone to build responsive apps and websites. It is accessible to non-coders and coders alike to customize their products.

• Obsess over customer experience
• Move with heartfelt urgency
• Say the hard thing with care
• Make your mark

Why it works: The company’s values reflect its desire to make its users’ experiences efficient and effective.

 

Findigs runs a renting platform that enables landlords to properly vet qualified candidates, speeding up the application and approval process.

• Treat people like people.
• Build for every renter.
• Take pride in giant challenges.
• Stay curious along the way.

Why it works: Findigs says its core values are meant to “guide everything we do.” They offer a glimpse into team members’ responsibilities to themselves, one another and both renters and property managers.

 

Medtelligent makes digital tools that simplify running assisted living communities.

• Transparency
• Security and Compliance
• Innovation
• Ease of Use

Why it works: The company’s values define the way it approaches software development and customer service.

 

Fintech company Clasp works to address talent shortages and increase access to educational opportunities.

• Outcomes-driven
• Student-centric
• Data-inspired
• Team-oriented
• Committed to doing the right thing

Why it works: The company has established values that reinforce the organization’s commitment to its mission, customers and employees.

 

Golden Hippo relies on product and marketing expertise to build and promote health and wellness brands.

• Innovative 
• Mindful 
• Passionate
• Analytical
• Collaborative
• Transparent

Why it works: Dedicated to improving lives through its portfolio of companies, Golden Hippo offers a set of core values designed to influence its hiring and daily operations.

 

Alliant Credit Union offers banking and lending services to more than 900,000 members.

• Wow Members
• Unleash Talent
• Be Bold
• Build Together
• Do Good

Why it works: Known as the largest credit union in Illinois, Alliant uses its values to lay the groundwork for its team members’ shared goal of “boldly disrupting banking norms to do good for our members, employees and communities.”

 

Fora Travel has been around since 2021, working to promote a tech-enabled travel industry by empowering travel advisors to deliver optimized booking experiences for travelers

• We’re forging our own path.
• We’re stronger together.
• We believe in technology.

Why it works: The company’s values lay out a clear and direct picture of the factors that motivate both Fora Travel’s advisors and team of HQ employees.

 

MacPaw builds software tools that allow users to securely browse online, for example, and keep their computers and mobile devices free from junk.

• Make Impact
• Create Experience
• Stay Human

Why it works: The values at MacPaw help to promote a work culture that is proactive, collaborative and ambitious.

 

Wise offers international money transfer solutions for businesses and consumers.

• This isn’t just a job, we’re a revolution.
• We get it done.
• Customers > team > ego.
• No drama. Good karma.

Why it works: The fintech company’s website includes a page dedicated to explaining its values, which encourage employees to “put customers first and work to avoid unnecessary drama.”

 

Trumid develops technology to support fixed income trading.

• The Power of the Network Effect
• Finding Solutions is Fun
• Differentiation Through Design
• Domain Expertise Matters
• Staying Nimble

Why it works: The company’s values serve as building blocks for a culture that values individual contributions and invites every team member to play an active role in driving innovation and problem solving.

 

More Core Value Examples

Still looking for more inspiration? Check out these additional company core values examples.

 

BigCommerce supports e-commerce businesses with a platform that features no-code tools, numerous app integrations and web design technologies.

• Customers first
• Team on a mission
• Think big
• Act with integrity
• Make a difference every day

Why it works: With a focus on serving e-commerce clients, BigCommerce has crafted a set of values that encourage its employees to carry out its mission with transparency and a customer-centric mentality.

Related Reading44 Company Culture Examples to Get You Inspired

 

Magna International is a mobility technology company that leverages its expertise in vehicle engineering and manufacturing to design state-of-the-art vehicles.

• Think big
• Take responsibility
• Never settle
• Be collaborative

Why it works: The company’s values emphasize taking a team-based approach in pursuit of high standards to achieve its mission of “developing technologies, systems and concepts that make vehicles safer and cleaner.”

 

The Heico Companies consists of a family of companies that deliver solutions in areas like cargo, recycling, metals, construction and water infrastructure. 

• Integrity
• Hard work
• Safety

Why it works: The company’s values drive home its team members’ consistent work ethic and reliable results across the various industries it serves.

 

Two Barrels LLC is a software company that takes a holistic approach, offering both software development and creative services.  

• Check in with each other
• Test new ideas
• Take responsibility
• Make beautiful things
• Teach and learn

Why it works: The company’s values do a great job showcasing the strong connections that exist at Two Barrels despite its remote environment. And it’s made clear employees are encouraged to experiment, try new things and learn from their mistakes.

 

Restaurant365 provides a platform for restaurants and food businesses to manage their accounting, inventory and workforce needs.

• Love good food
• Share constructive honesty
• Solve problems, together
• Relentlessly seek greatness

Why it works: Restaurant365 conveys a transparent culture in its values, welcoming challenges and reaffirming its team-based approach to overcome these obstacles.

 

DailyPay supports organizations with an earned wage access platform, giving employees more flexibility around when they use their wages. 

• Put Customers First
• Treat Time as Precious
• Drive Action with Data
• Challenge the Norm
• Win Together
• Own the Outcome

Why it works: DailyPay’s values place the spotlight on supporting customers and being willing to think outside the box, cultivating a culture of “continuous learning and growth.”

 

Airbnb provides a platform for those looking to rent out their homes to travelers looking for affordable places to temporarily stay.

• Champion the mission
• Be a host
• Embrace the adventure
• Be a cereal entrepreneur

Why it works: Playing on its mission to serve travelers, Airbnb has created values that capture the spirit of being a host and viewing new experiences as learning opportunities.

 

Canva is a platform that lets users design and edit photos, videos and other visual elements for social media posts, presentations, personal artwork and more.

• Be a good human
• Empower others
• Be a force for good
• Set crazy big goals and make them happen
• Pursue excellence
• Make complex things simple

Why it works: Canva’s values establish the kind of people the company is looking for, emphasizing community and creativity. As its culture page states, “They shape everything from the way we hire, to our growth and development framework, even the way we sort our recycling.”

 

Walmart Global Tech manages the behind-the-scenes details of Walmart, ensuring the company’s retail and supply chain needs are met.

• Service to the customer
• Respect for the individual
• Strive for excellence
• Act with integrity

Why it works: The company’s values promote a people-first culture where both Walmart’s employees and customers are taken care of.

 

Affinitiv offers a suite of digital tools for automotive dealers, covering areas like marketing, sales and the customer experience.

• Passion
• Integrity
• Unity
• Innovation
• Impact

Why it works: The values developed by Affinitiv reaffirm the company’s goal of helping its clients get the most value out of its technologies while reinforcing its reputation as a reliable and innovative partner.

 

Snapsheet aims to automate various aspects of insurance, making it easier to determine appraisals, process claims and send payments.

• Be the next
• Remember the feeling
• Action is our first instinct
• Do the right thing
• Stronger united

Why it works: The company’s values encourage employees to be compassionate toward customers and act with honesty, adding a more humane touch to the insurance space.

 

Adage Technologies delivers web, e-commerce and software solutions, covering everything from strategy to actual software development.

• Be an ambassador
• Adapt and evolve
• Enjoy the journey
• Do the right thing
• Get it done
• Seek to understand

Why it works: While Adage Technologies cares about results, it also makes sure its values promote listening to others and ensuring things are done the right way.

 

Ellevation Education’s platform equips educators with real-time data, so they can track student performance and design personalized lesson plans.

• Impact and Sustainability
• Go and See
• Stay Curious
• Build Belonging
• Win Together

Why it works: The company’s values reflect Ellevation Education’s mission to improve the experiences of teachers and students, and to accomplish this by continuing to refine its products.

 

Enova and its family of companies make it easier to access credit, supporting both individual consumers and small businesses. 

• Customer first
• Best answer wins
• Operate as an owner
• Accountable for results
• Top talent and teamwork

Why it works: Through its values, Enova maintains a culture where the most effective ideas are recognized, speaheading innovation and creativity.

 

ezCater runs a food ordering platform, serving both teams who need food for meetings and events and caterers seeking to fulfill orders. 

• Go beyond helpful
• No jerks
• Just try it and track it
• Aim higher. Make it better.
• Move fast and break things
• Own it. Figure it out. 
• Trust in transparency
• Spend wisely
• Grow fast and eat cupcakes
• Drive diversity, equity and inclusion 

Why it works: Presented as ezCater’s “recipe,” these values present a fun, positive environment where employees are empowered to explore ideas and learen from mistakes. The company’s values also go to lengths to ensure everyone feels welcome and included.

Related ReadingYou’ve Finally Nailed Down Your Company Values. What Happens Next?

 

Vertafore develops technology solutions for insurance carriers and agencies to build stronger relationships with customers.

• Bias to action
• Win together
• Show up curious
• Say it, do it
• Customer success is our success
• We love insurance

Why it works: Known as “the Vertafore Way,” these values set the expectation that employees prioritize customers and come up with solutions that are creative yet attainable.

 

Envoy Global offers a platform that processes immigration cases, making the process less stressful for employees. 

We believe employees are happier, companies are more successful and our world is a stronger place when people are able to work and live anywhere an opportunity presents itself. We built our company on a simple idea: Never, ever forget that there are people behind every application and case file. We truly care about these people — their hopes, their dreams, their fears — and helping them realize what’s possible.

We take that job really seriously.

Why it works: Envoy Global’s detailed values emphasize the human aspects of immigration and demonstrate the company’s commitment to making working overseas as smooth as possible for immigrating employees.

 

Contentsquare compiles analytics on how users interact with websites, so companies can determine the best ways to engage site visitors.

• Be daring
• Be understanding
• Be deliberate
• Be simplifiers

Why it works: At the heart of Contentsquare’s values is the key point of listening to and learning from customers, which embodies the company’s mission of helping companies maintain a pulse on site visitors and what they want.

 

Sisense allows businesses to integrate analytics tools into their applications, so they can learn from customer interactions and improve their products.

• Bias for Action
• Caring
• Customer-centric
• Inclusivity
• Disruptors

Why it works: The company’s values place an emphasis on taking action and avoiding overthinking problems. At the same time, Sisense balances this with a culture where the well-being of its employees and customers are top of mind.

 

System1 runs a responsive acquisition marketing platform that helps marketers determine the best content and channels to convert consumers into customers.

• System1 supports you
• Everyone is on the same team
• Be yourself
• Own it
• Make an impact
• One percent better every day

Why it works: The company’s values create a safe space where employees can feel comfortable taking on challenges while knowing they have the support of their teammates.

 

Teachable is a platform where creators can sell online courses, coaching sessions, PDFs of teaching sessions and other offerings.

• Take action
• Learn together
• Build a foundation of trust
• Own progress and outcomes
• Focus on customers

Why it works: Teachable’s values center learning, which is fitting for a company that seeks to promote the work of educators and creators. As a result, these values feed into the organization’s mission of spreading “the transformative power of knowledge in our world.”

 

Xero develops accounting software that simplifies tasks like paying bills, tracking claims, receiving payments and managing projects.

• We make it beautiful: Creating experiences that customers love
• We make it happen: Moving fast on the right things to deliver value
• We make it human: Caring personally and challenging respectfully
• We make it together: Collaborating to create a positive impact

Why it works: People are a major part of Xero’s culture, and the company’s values do an excellent job promoting thoughtful interactions and encouraging a team-based approach to build creative, customer-focused solutions.

 

SeatGeek is a live entertainment platform that enables users to secure tickets for concerts, musicals, sports events and other live events. 

• Start with fans
• Be humbold
• Pull back the curtains
• Don’t do bullsh*t work
• Stack the lineup
• Play long ball

Why it works: SeatGeek makes it clear that it’s all about taking action and accepting the risks involved, but its values also promote transparency and doing right by customers. This contributes to a brand that users can trust.

 

PwC provides tax, audit and assurance and advisory services to help organizations stay in compliance and maintain trust with customers.

• Act with integrity
• Make a difference
• Care
• Work together
• Reimagine the possible

Why it works: PwC communicates its push for social good through its values while having its employeees consider the long-term impact of their work by setting their sights on the future.

 

Gusto offers an HR platform that helps companies manage payroll, employee benefits and other HR tasks like hiring and onboarding.

• Embody a service mindset
• Dream big, then make it real
• Be proud of the how
• Embrace an ownership mentality
• Debate then commit

Why it works: Guso’s values embody a service-first mindset, supporting the company’s mission to help its customers. While they encourage collaboration, they ultimately drive action to ensure employees follow through on their commitments.

 

GitLab provides software teams with an AI-powered platform equipped with tools to enable more efficient development workflows and help them ensure they’re delivering secure digital products.

• Collaboration
• Results for Customers
• Efficiency
• Diversity, Inclusion and Belonging
• Iteration
• Transparency

Why it works: The company’s values spell out the easy to remember acronym “CREDIT,” but GitLab has also dedicated a section of its handbook to explaining each value in depth, painting a clear picture of its operating principles.

 

Fintech company Hometap works to give homeowners access to their home equity as an alternative to a traditional loan.

• We execute … with intention
• We roll up our sleeves
• We create solutions
• We collaborate with trust
• We put the team and the homeowner first
• We communicate directly and constructively

Why it works: Hometap’s values put emphasis on creativity and accountability, laying out real action employees across the organization can take to make an impact and support its foundational pillars of being “good owners and good neighbors.” 

 

ABN AMRO Clearing offers an array of services to support professional trading and financial markets around the world, and its presence in the United States is based out of Chicago.

• Care
• Courage
• Collaboration

Why it works: The clearing firm has established a simple set of values that shape its work culture and guide the way employees connect with one another and the clients they serve.

 

 

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