The #1 company for behavior change and success.

Lack of focus on behavior change makes life challenging. Bridge the gap for a better future.

Mission statement

Building better behaviors for a better world

Vision statement 

Our proprietary behavior change model is the world’s most loved, most effective, and most valuable. We believe that behavior change should be practical and easy through lasting routines and habits.

Company values

At My new behavior, we strongly believe in our five core values that drive our culture and define our purpose. These values are not just words on a page, but a way of life that sets us apart from other companies.

We always take initiatives

We lead the way by taking proactive and bold steps towards our goals.

We inspire

We motivate and encourage others to reach their full potential and achieve their aspirations.

We simplify solutions

We simplify complex problems by providing easy-to-understand solutions that are accessible to everyone.

Our attention to details make the difference

We pay close attention to every detail to ensure the highest level of quality and excellence.

Our Commitment to Behavior Change

We prioritize behavior change and are deeply committed to becoming and remaining the leading global specialists in this field.

years of practical experience and science-based solutions for sustainable behavior change.
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Critical success features

Science Based

Proven program powered by science for optimal performance and results.


Flexible self-paced program tailored to individual behavior change goals aligned with organizational strategy.


Effective reinforcement program for practical application and valuable insights into the behavior change process.


Our real-time and user-friendly progress dashboard allows managers to track behavior change and provide support where needed for successful implementation.

Companies that benefit from our methodology

About Anthonie Wurth

Unleashing the power of behavior for diversity and inclusion.

As a former European Judo Champion and Olympic athlete, I know what it takes to achieve success. Today, as one of the world’s top behavior change experts, I bring a winning mindset and proven strategies to help individuals and organizations achieve their goals and reach their full potential.

Anthonie Wurth

Founder of My New Behavior


Be part of our team and join us in empowering professionals worldwide to reach their potential. Explore our current openings.