Empowering Human Potential
Empowering professionals to support whole-person health through evidence-based behavior change.
We're on a mission to help people transform their lives.
Our Mission
To transform health and human care with the integration of behavior change professionals as essential to whole-person, human-focused care.
We drive lasting transformation through:
- Collaboration with health systems and policymakers.
- Research that proves measurable health outcomes.
- Advocacy that advances recognition and reimbursement.
- Education that prepares professionals with rigorous, clinical-level training.
- Integration that embeds behavior change experts as core members of healthcare teams.
We're founded on a simple powerful belief: people are whole, and meaningful change is possible.
In a world where healthcare and wellness too often focus on problems to be fixed, we exist to shift the lens — to honor the strengths, dignity, and wisdom within every person, and to equip professionals with the skills and standards to support change that lasts.Our work bridges science, practice, and humanity, and we advance research, training, and professional certification to raise the bar for how behavior change is understood and practiced across health, wellness, and clinical care. By integrating equity, evidence, and partnership into everything we do, we prepare leaders and practitioners to meet the complex challenges of today’s systems with courage, compassion, and skill. The Institute is more than an organization — it is a movement. We are building a future where behavior change is not imposed from the outside, but cultivated from within; where healthcare and wellness professionals stand alongside the people they serve, and where transformation is measured not just in outcomes, but in the restoration of voice, possibility, and shared humanity.
Core Principles Matter
Grounded in integrity, principles, and core values, we turn possibility into meaningful action for lasting impact.
Profession first in healthcare transformation
The growth, credibility, and integration of behavior change professionals in healthcare drive every decision. Individual or organizational self-interest is secondary to the long-term advancement of the profession as a core pillar of human-focused care.
Evidence & science as guiding foundations
All strategies, training, research, and policy guidance are grounded in evidence and scientific reasoning. Continuous learning, evaluation, and integration of emerging findings ensure the field remains credible, effective, and impactful.
Inclusive collaboration and community voice
Solutions are stronger when informed by diverse perspectives. We actively engage stakeholders, professionals, and partners in collaborative dialogue, leveraging collective wisdom to shape research, practice, and policy that benefits the profession and the people it serves.
Trust as the foundation of impact
Trust underpins everything we do - from partnerships to research, education, and professional practice. Building and maintaining trust within the profession, across healthcare teams, and with communities ensures credibility, sustained engagement, and meaningful transformation in human-focused care.
Ethical leadership and transparency
We uphold the highest standards of ethical practice, accountability, and transparency in all professional, organizational, and collaborative interactions. Integrity and fairness guide leadership decisions and organizational operations.
Join the behavior change movement.
Be part of a transformative approach that puts human potential at the center of healthcare.