The Atzmi self-awareness and development project has been developed over the past thirteen years by Rabbi Furmanski. The project is based on a model of the structure of the soul that has been taught for centuries by traditional Judaism and was crystallized in the 16th-century teachings of Lurianic Kabbalah and in the Chasidic movement founded by Rabbi Israel Baal Shem Tov in the 18th century.

Using these teachings, Rabbi Furmanski developed the Kabbalah Personality Test™. The Atzmi Test is quick, easy and fun and completely non-verbal, requiring no writing and no answers to knowledge-based questions. Users simply record their impressions of colorful geometric icons using a simple grading system, and these preferences are analyzed to provide a comprehensive picture of the user's personality traits. Users then receive a detailed character analysis, pinpointing strengths and weaknesses and opening a clear path towards self-awareness, self-improvement, and personal growth.

Users will have the opportunity to become paid subscribers. This will give them access to various Atzmi services, including emails focused on specific self-improvement tasks as well as the Atzmi Course System—a unique learning center with a range of courses requiring the active participation of the user. Additional services will include direct communication with professional therapists either by email or phone.

All Atzmi self-improvement emails are written and overseen by psychologists with advanced degrees from world-recognized institutions. The Atzmi Course System is designed by the company's trained educators.