AND Digital
AND Digital is a UK-headquartered digital transformation consultancy that delivers product, cloud, data, and AI services through ~1,600 professionals organized in 25 decentralized Clubs, serving enterprise and public-sector clients across the UK, Europe, and the USA via its Guide-Build-Equip methodology.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What AND Digital does
AND Digital is a privately held UK-headquartered digital transformation consultancy founded in 2014 by Paramjit Uppal. It designs, builds, and operates digital products and platforms for enterprise and public-sector clients across the United Kingdom, Europe, and the United States, addressing needs spanning digital transformation consulting, product strategy, platform and software engineering, data engineering, AI, experience design, and mobile app development. The firm's core technology stack centers on major hyperscalers (AWS, Google Cloud, Microsoft Azure) and modern data platforms (Snowflake, Databricks) delivered through MACH-aligned architecture (Microservices, API-first, Cloud-native, Headless) and agile delivery frameworks; it also operates "ANDi AI," a virtual assistant on its website. Distinctive intellectual property is concentrated in its delivery model: the "Guide, Build, Equip" methodology (strategy → agile build → client team upskilling using a 70:20:10 approach) and the decentralized "Club" operating model of approximately 25 autonomous, ~90-person multi-disciplinary units, supported by an exclusive nearshore partnership with We As Web for additional delivery capacity.
The firm's commercial model is professional services-led, with custom engagement-based pricing on multi-year contracts, a recurring subscription/learning element through the HowNow-powered "Equip" capability, and revenue derived from both enterprise and public-sector clients (including framework-based work via GCloud, DOS, and DDaT). Go-to-market combines direct enterprise field sales organized by region (UK North, UK South, US), senior "Chief for Client Partnerships" coverage, and channel partnerships with AWS, Google Cloud, Microsoft Azure, and Snowflake — with Snowflake Premier Partner status applied to 120+ clients and AWS Advanced Consulting Partner status formally codified via a 2026 strategic collaboration agreement. Customer logos span retail (Lookers, NBrown, The Range, SSP), travel (British Airways, On The Beach, Avios/IAG), hospitality (Premier Inn, Wagamama), food and beverage (Heineken UK, Gousto, Wagamama), financial services (Vanquis, ThinkMoney), logistics (Evri), and UK government (HM Courts & Tribunals Service, Cabinet Office). The company has grown to roughly 1,600 people across 25 Clubs in the UK, Netherlands, and the US, with disclosed funding of approximately $25M from Business Growth Fund across 2020 and 2021.
AND Digital firmographics
Firmographics- Name
- AND Digital
- Legal name
- ANDigital Ltd.
- Website
- https://and.digital
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- AND Digital is a UK-headquartered digital transformation consultancy that delivers product, cloud, data, and AI services through ~1,600 professionals organized in 25 decentralized Clubs, serving enterprise and public-sector clients across the UK, Europe, and the USA via its Guide-Build-Equip methodology.
- Ownership category
- akta.pro rank
AND Digital industry classification
Industry- Product category
- Digital Transformation Consulting
- NAICS
- Computer Systems Design and Related Services (54151), Custom Computer Programming Services (541511)
- SIC
- Services-Management Consulting Services (8742), Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Digital & Technology Transformation Consulting (BPAHACAH)
- akta.pro secondary industries
- Digital Strategy & Transformation (BPAHAEAA), Digital Workplace & Collaboration Consulting (BPAHAEAH), Workplace Accessibility, Adoption & Change Management (Digital Adoption, training, comms) (BPAEAIAN)
Keywords
Where AND Digital is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices11 records
Markets served
AND Digital business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Professional Services / Consulting: Digital transformation consulting, strategy, and execution services delivered through embedded client partnerships. Services include consulting, product strategy, platform engineering, data engineering, AI, experience design, software engineering, mobile app development, and public sector services.
- Learning & Development / Upskilling: Equip services providing capability building through Learning Credits, formal training, coaching, mentoring, and bespoke development plans. Partnership with HowNow delivers AI-powered learning and upskilling solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom engagement-based pricing tailored to scope and scale of partnership |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
AND Digital product offering
Product offeringCore offering
AND Digital is a digital transformation consultancy that partners with enterprises and scale-ups to build digital products, platforms, and data/AI capabilities, while simultaneously upskilling client teams through its proprietary Guide, Build, Equip methodology. Services span digital transformation consulting, product strategy, platform engineering, data engineering, AI, experience design, software engineering, mobile app development, and a dedicated Equip (learning and upskilling) practice, delivered by autonomous, multi-disciplinary "Clubs" of approximately 90 experts embedded within client organisations.
Differentiator
Problem solved
Functional benefit
Products and services
- Digital Transformation Consulting Strategic consulting engagement in which AND Digital experts identify, validate, and frame the business problems to be solved and recommend the right products, technology, and data solutions for clients. Served enterprise and scale-up clients across the UK, Europe, and USA.
- Product Strategy Product strategy services in which AND Digital helps clients define product vision, roadmap, and delivery approach, and then transitions into build. Targets enterprise and scale-up clients seeking to accelerate digital product outcomes.
- Platform Engineering Cloud platform engineering services covering design and delivery of apps, APIs, websites, and cloud-native platforms using MACH architecture on AWS, Google Cloud, and Microsoft Azure. Targets clients undertaking cloud modernisation and platform re-platforming.
- Data Engineering Data engineering services delivering modern data platforms on Snowflake and Databricks, including the 'Get Moving with Confidence' Snowflake accelerator. The firm reports 120+ clients on Snowflake platforms and holds Snowflake Premier Partner status in EMEA.
- AI Services AI advisory and delivery services covering AI strategy, AI-augmented software delivery, AI governance, and embedding agentic AI within client ecosystems (including Snowflake). The practice is led by the Chief AI Officer and supported by the HowNow learning partnership.
- Experience Design User experience design services delivering research-led product and service design across web, mobile, and enterprise platforms. Has supported clients including British Airways (new intuitive booking experience) and HM Courts & Tribunals Service (improved UX).
- Software Engineering Software engineering services in which multi-disciplinary teams build digital products and platforms using agile methodologies, embedded within client organisations. Blends software and data engineers, platform architects, product managers, and experience designers.
- Mobile App Development End-to-end mobile application development and modernisation services. Examples include the Avios / IAG Loyalty app modernisation from monolith to modular architecture and the Wagamama loyalty mobile app.
- Equip (Upskilling and Learning) Capability transfer and learning service that upskills client teams using a 70:20:10 approach combined with HowNow-powered AI learning. Reported outcomes include 50% reduction in learning content curation time and 80% reduction in L&D onboarding administration.
- Public Sector Services Digital, data, and technology services tailored for UK government and public sector clients, delivered under GCloud 13, Digital Outcomes & Specialists 6, and the Scottish DDaT framework. Engagements include HM Courts & Tribunals Service UX work and Cabinet Office grants access streamlining.
Quantifiable outcome
- 50% reduction in learning content curation time
- +6 more outcomes
Companies that use AND Digital
Customer profileNamed customers18 records
Segments6 records
Ideal customer profiles3 records
AND Digital technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AND Digital partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Amazon Web Services (AWS)coreAND Digital signed a strategic collaboration agreement with AWS to deliver enhanced cloud, data, and AI capabilities for clients across multiple industries. The partnership supports organizations in modernizing systems, accelerating cloud adoption, and building secure digital products on AWS. AND Digital has been an AWS Partner Network member since 2018 and holds Advanced Consulting Partner status with Migrate and Modernize competency.
- HowNowcoreThree-year partnership with AI learning and upskilling company HowNow delivering measurable business impact including 50% reduction in learning content curation time and 80% reduction in L&D onboarding administration. The partnership enables AND Digital to centralize knowledge and reduce employee onboarding from a week-long induction to a single high-impact learning event.
- We As WebcoreExclusive partnership with We As Web strengthens AND Digital's ability to deliver high-quality, scalable digital teams at pace. While permanent AND employees form the core of local delivery teams, We As Web provides an integrated nearshore talent pool across Eastern Europe and LATAM with 1000+ highly skilled technology professionals. Services include Support & Maintenance, Cybersecurity, QA, SAP, Salesforce, and Microsoft 365 Suite.
- Google CloudcoreAccredited Google Cloud partner officially recognized for delivering complex projects with measurable business impact. AND Digital delivers engineering, infrastructure and analytics solutions while embedding skills in client teams, helping organizations harness GC flexibility to innovate faster and scale efficiently.
- Microsoft AzurecoreTrusted Azure partner recognized by Microsoft to deliver application modernisation, analytics and digital services. AND Digital supports clients with engineering, hybrid infrastructure, DevOps and AI solutions while upskilling teams to maximize Azure's full potential. Sector expertise spans retail, healthcare, energy, and travel.
- SnowflakecoreSnowflake Premier Partner and one of Snowflake's fastest-growing partners in EMEA. AND Digital has helped over 120 clients build scalable, AI-ready data platforms. Services include 'Get Moving with Confidence' accelerator for rapid Snowflake adoption, modern data platform implementation, and agentic AI embedding within Snowflake ecosystem.
- Key US Partners (including AWS)coreKyle Charles appointed as Strategic Partnerships Manager to lead US partnership strategy, focusing on building relationships with key partners including AWS while supporting clients across cloud and data capabilities. This appointment is positioned as a milestone in AND Digital's US growth strategy as organizations seek digital transformation and AI-powered solutions.
Scale indicators7 records
Recent moves8 records
Expansion highlights6 records
AND Digital competitors and assessment
Company assessmentDirect peers
- Thoughtworks: Global technology consultancy that designs and builds custom digital products and platforms for enterprises, with a strong emphasis on engineering culture and agile delivery — directly comparable to AND Digital's Guide, Build, Equip model.
- Slalom: US-headquartered consulting firm delivering strategy, technology, and transformation through locally autonomous market teams — closely mirrors AND Digital's Club model of ~90-person pods serving enterprise and mid-market clients.
- Endava: Technology services firm providing custom software engineering, cloud, and data services to enterprises, with significant nearshore delivery — directly comparable to AND Digital's Guide/Build services and We As Web nearshore strategy.
- EPAM Systems: Global digital engineering services provider delivering software development, cloud, data, and AI services to enterprise clients — overlaps directly with AND Digital's platform engineering, data engineering, and AI practices.
- BJSS: UK-headquartered technology and engineering consultancy delivering digital, data, and cloud transformation to UK enterprises and public sector — a close same-geography peer to AND Digital with similar size and client mix.
Broad incumbents
- Accenture: Global professional services leader with a large digital, cloud, and AI practice serving the same enterprise buyers AND Digital targets, but at significantly greater scale and with broader portfolio offerings.
- Capgemini: Global consulting and digital transformation firm with deep cloud (AWS, Azure, GCP), data, and engineering capabilities — overlaps with AND Digital's services but at much larger scale and broader geographic reach.
- Deloitte Digital: Big Four digital consulting arm delivering enterprise transformation, cloud, data, and AI programmes — competes with AND Digital for the same enterprise digital mandates, but from a much broader portfolio.
- Infosys (Infosys Digital): Global IT services giant with a dedicated digital practice covering cloud, data, AI, and experience design — comparable capability set to AND Digital but with vastly larger headcount and global delivery footprint.
Regional players
- Reply: European-headquartered consulting and systems integration firm specialising in digital transformation, cloud, and data — comparable services to AND Digital but primarily serving continental European enterprise clients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AND Digital social profiles
Digital presenceAND Digital financial estimates
Financial estimateRevenue estimate
Valuation estimate
AND Digital leadership team
Management profileNumber of profiles
Profiles12 records
AND Digital funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AND Digital M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AND Digital
What does AND Digital do?
AND Digital is a digital transformation consultancy that partners with enterprises and scale-ups to build digital products, platforms, and data/AI capabilities, while simultaneously upskilling client teams through its proprietary Guide, Build, Equip methodology. Services span digital transformation consulting, product strategy, platform engineering, data engineering, AI, experience design, software engineering, mobile app development, and a dedicated Equip (learning and upskilling) practice, delivered by autonomous, multi-disciplinary "Clubs" of approximately 90 experts embedded within client organisations.
Is AND Digital a public or private company?
AND Digital is a private company. It is classified as venture growth investor backed and is currently operating.
When was AND Digital founded?
AND Digital was founded in 2014. It employs 1,001 to 5,000 people.
Where is AND Digital based?
AND Digital is headquartered in London, United Kingdom, in the Europe region.
How does AND Digital make money?
Two revenue lines are on record. Professional Services / Consulting is the primary driver. The others are learning & Development / Upskilling.
Who are AND Digital's main competitors?
Direct peers on record are Thoughtworks, Slalom, Endava, EPAM Systems and BJSS. Broad incumbents are Accenture, Capgemini, Deloitte Digital and Infosys (Infosys Digital). Reply is listed as a regional player.
Does AND Digital have an API?
No public API is recorded for AND Digital.
What industry is AND Digital in?
AND Digital's product category is Digital Transformation Consulting. Its primary akta.pro industry code is BPAHACAH, Digital & Technology Transformation Consulting, with a secondary code of BPAHAEAA, Digital Strategy & Transformation. Its NAICS code is 54151 and its SIC code is 8742.