TheyDo
TheyDo is an Amsterdam-based enterprise software company that operates an AI-powered Experience Context Platform, structuring customer journey data into an ontology that teams and AI agents can reason over. It sells subscription SaaS to large enterprises across banking, healthcare, automotive, telecom, and retail, monetizing via annual upfront tiered contracts.
- Company typePrivate
- Founded2017
- HeadquartersAmsterdam, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What TheyDo does
TheyDo is an Amsterdam-headquartered enterprise software company that operates an Experience Context Platform designed to structure customer journey data — including qualitative feedback, quantitative metrics, and operational signals — into a unified ontology of journeys, phases, steps, signals, and opportunities that both human teams and AI agents can reason over. Founded in 2017 by Jochem van der Veer (CEO), Charles Beaumont (CTO), and Martin Palamarz, the company evolved from a strategic design consultancy into a Journey Management platform and has since rebranded around an AI-first experience-context positioning. The platform's core components are Journey Management (the foundational structured data model), Data Hub (an AI-ready integration layer for VoC, CRM, support, and operational data), Collections (curated stakeholder views), Docs (AI-generated executive briefings with citations), and a family of AI agents — TheyDo Agent, Mining Agent, and Analyst Agent — built on the proprietary Experience Taxonomy. A Model Context Protocol (MCP) server extends the same context to external AI systems such as Claude, ChatGPT, and Copilot.
The customer base is concentrated in large enterprises across banking (Rabobank, Van Lanschot, Allianz), healthcare (Pfizer, Johnson & Johnson, Bayer, CHG Healthcare), automotive (Ford, Scania, Volvo), telecom (Vodafone), retail (Sainsbury's, Ahold, MediaMarkt), travel (Lufthansa, Amtrak), energy (EnBW), and professional services (PwC UK, Randstad, Autodesk). TheyDo monetizes through annual upfront subscription SaaS contracts across three tiers — Trial (30-day invitation-only), Management, and Strategic — with quote-based pricing on per-journey volume. Go-to-market combines direct enterprise field sales, inside sales for inbound demos, an invitation-only product-led trial, and a community-led motion anchored by the Journey Management Community, the annual Beyond the Map conference, and Forrester CX Summit EMEA sponsorship. Distribution is augmented by a PwC UK consulting partnership that deploys TheyDo on client engagements.
The company has raised approximately $50 million in total funding, including a €12M Series A in December 2022 and a $34M Series A+ in March 2024, both led by Blossom Capital with participation from Arches Capital, InnovationQuarter, HighSage Ventures, 20SALES, and CX thought leader Steven Van Belleghem. Headcount is in the 51–100 range; enterprise revenue has reportedly grown more than 100% year-over-year for four consecutive years. TheyDo is SOC 2 Type II and ISO 27001 certified, GDPR compliant, with HIPAA in progress. In Q4 2025 the company was named a Leader in The Forrester Wave: Customer Journey Management Platforms, receiving the highest possible scores in business impact/ROI, generative AI, integration, and journey improvement coordination.
TheyDo firmographics
Firmographics- Name
- TheyDo
- Legal name
- TheyDo BV
- Website
- https://theydo.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- TheyDo is an Amsterdam-based enterprise software company that operates an AI-powered Experience Context Platform, structuring customer journey data into an ontology that teams and AI agents can reason over. It sells subscription SaaS to large enterprises across banking, healthcare, automotive, telecom, and retail, monetizing via annual upfront tiered contracts.
- Ownership category
- akta.pro rank
TheyDo industry classification
Industry- Product category
- Customer Journey Management
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Pricing, Revenue & Commercial Analytics (BPAHALAM)
Keywords
Where TheyDo is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
TheyDo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription SaaS — Platform Licenses: Annual subscription licensing across three tiers (Trial, Management, Strategic). Pricing is quote-based for Management and Strategic, with per-journey volume pricing where more journeys lower the per-journey monthly fee. All fees invoiced annually, upfront. Tier upgrades drive land-and-expand revenue growth.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Trial — 30-day free access to core platform with capped AI features |
| Subscription | Annual | Management — Unlimited users, integrations, SLA support, 20 journeys |
| Subscription | Annual | Strategic — Enterprise capabilities, SSO, unlimited workspaces, custom branding |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
TheyDo product offering
Product offeringCore offering
TheyDo sells an enterprise Experience Context Platform that structures customer experience data — qualitative feedback, quantitative metrics, and operational signals — into a unified ontology of journeys, phases, steps, signals, and opportunities. On top of this ontology, it provides AI agents (TheyDo Agent, Mining Agent, Analyst Agent) that reason over the structured context to generate cited answers, executive briefings, and prioritized improvements. The platform is licensed under annual SaaS subscriptions across Trial, Management, and Strategic tiers for CX, product, service design, and operations teams.
Product overview
TheyDo is an Experience Context Platform comprising a unified product portfolio of interconnected modules and capabilities. The core platform includes Journey Management (the foundational system for building customer context), Data Hub (AI-ready data layer connecting VoC tools and operational metrics), Journey Framework (for structuring customer experience), and Experience Taxonomy (organizational model for AI-readable insights). On top of the core platform, TheyDo Agent serves as the primary AI interface—a conversational AI that builds, maintains, and reasons over customer experience context—alongside Collections (curated stakeholder views) and Docs (AI-generated executive briefings with citations). TheyDo MCP extends this context to external AI systems. Pricing tiers include Trial (capped AI access), Management (full AI features), and Strategic (enterprise capabilities). Additional offerings include the Journey Management Community and free resources.
Differentiator
Problem solved
Functional benefit
Products and services
- TheyDo Experience Context Platform Core enterprise platform that structures and shares customer experience context across teams, tools, and AI; connects feedback, behavior, and metrics to the same customer journey so every team and AI works from the same view of the customer.
- TheyDo Agent AI agent built on structured experience context that reasons over journeys, phases, steps, and opportunities to build and maintain experience context, surface what needs attention, deliver intelligence to stakeholders, and connect experience work to business outcomes.
- Analyst Agent Conversational AI inside Ask TheyDo that answers plain-language questions using linked customer journey evidence, analyzing qualitative and quantitative inputs, evaluating journey structure and performance metrics, and ranking recommended improvements by potential impact.
- TheyDo MCP (Model Context Protocol) Model Context Protocol server that provides external AI platforms secured, governed access to TheyDo's unified experience data, journeys, logic, and agent — a foundation for TheyDo and external AI systems to work together seamlessly.
- Journey Management Practice and platform for building and maintaining structured customer journey context as a living data model (not a static map); the foundation for the Experience Context Platform used daily by CX teams.
- Data Hub AI-ready data layer that integrates qualitative and quantitative data sources — VoC tools, operational metrics, CRM, support tickets, surveys, transcripts — into journey-context structured data with custom-LLM-based taxonomy automation.
- Journey Framework Structured framework that organizes customer experience around journeys, with live pulse views tracking sentiment, volume, performance, and strategic value; includes building blocks for insights, opportunities, personas, solutions, metrics, and goals.
- Experience Taxonomy Structured organizational model that creates connective tissue turning scattered feedback into systematized, AI-readable insight; organizes journeys, stages, steps, signals, and opportunities around what the customer is trying to achieve.
- Journey Management Community Online community bringing together journey management experts, TheyDo customers, partners, and practitioners with peer discussions, product education, expert-led insights, feedback sharing, and curated resources.
- Medallia Integration Integration that brings Medallia customer survey data directly into TheyDo journey context.
- SFTP Data Delivery Feature providing secure SFTP-based data delivery for connecting enterprise data sources into the TheyDo platform.
Quantifiable outcome
- 11x ROI on customer experience (NCR Voyix)
- +15 more outcomes
Companies that use TheyDo
Customer profileNamed customers24 records
Segments12 records
Ideal customer profiles4 records
TheyDo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability6 records
Feature9 records
TheyDo partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PwCcoreTheyDo has a significant partnership with PwC, where PwC UK uses TheyDo on client engagements and achieved up to 80% cost-to-serve reduction. TheyDo is also influential in enterprise adoption and partnerships broadly, with PwC cited as a key factor in significant growth driven by enterprise adoption. PwC represents a consulting partner that deploys TheyDo for its clients.
Scale indicators13 records
Recent moves8 records
Expansion highlights6 records
TheyDo competitors and assessment
Company assessmentDirect peers
- Qualtrics: Qualtrics is an experience management platform spanning CX, EX, and product experience with surveys, analytics, and journey orchestration. It is the most direct functional comparator to TheyDo's enterprise journey-management and VoC analytics proposition.
- Medallia: Medallia is an enterprise experience management platform focused on capturing and operationalizing VoC across digital, contact center, and operational signals. TheyDo's integration with Medallia in 2026 highlights deep overlap in customer-journey insight generation for Fortune 500 buyers.
- Forsta (Confirmit): Forsta, formed from Confirmit's research and experience suite, offers VoC, journey analytics, and customer feedback management to enterprise clients. It is a directly comparable CJM platform with similar enterprise customer profiles.
- InMoment: InMoment is an experience intelligence and VoC platform that bundles surveys, text analytics, and journey insights for enterprise CX teams. It competes in the same Forrester CJM category and goes after similar banking, retail, and healthcare buyers.
- NICE (Thunderhead): NICE acquired Thunderhead to add journey orchestration to its contact-center CX stack. The combined NICE platform is a direct competitor in the CJM market and a natural overlap with TheyDo's enterprise journey-management category.
- SMART CX (SmarphtCX): SmarphtCX is a customer journey orchestration and analytics platform that competes head-to-head with TheyDo in CJM evaluations. They share the same Forrester Wave category and target enterprise CX leaders.
Broad incumbents
- Dynamics 365 Customer Insights: Microsoft Dynamics 365 Customer Insights is an enterprise CDP and journey analytics product that competes in CJM evaluations. It is a broad incumbent that often comes up in enterprise RFPs alongside TheyDo, Salesforce, and Qualtrics.
- Adobe Experience Platform: Adobe Experience Platform and Customer Journey Analytics provide enterprise-grade journey analytics, real-time customer profiles, and orchestration. Adobe is a broad incumbent and the largest single competitor in enterprise customer-journey tooling.
- Salesforce Experience Cloud: Salesforce bundles journey mapping (Journey Builder), marketing, and service into its broader CRM/experience cloud platform. It is a broad incumbent that many TheyDo prospects already use, and it competes on the same enterprise journey-management RFPs.
Emerging players
- UserTesting: UserTesting provides human insight and usability testing that feeds into journey design and CX research. It overlaps with TheyDo's research-driven customer-context mission but focuses primarily on qualitative insight capture rather than end-to-end journey management.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
TheyDo social profiles
Digital presenceTheyDo compliance and trust
Trust signalCompliance4 records
TheyDo financial estimates
Financial estimateRevenue estimate
Valuation estimate
TheyDo leadership team
Management profileNumber of profiles
Profiles4 records
TheyDo funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TheyDo 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 TheyDo
What does TheyDo do?
TheyDo sells an enterprise Experience Context Platform that structures customer experience data — qualitative feedback, quantitative metrics, and operational signals — into a unified ontology of journeys, phases, steps, signals, and opportunities. On top of this ontology, it provides AI agents (TheyDo Agent, Mining Agent, Analyst Agent) that reason over the structured context to generate cited answers, executive briefings, and prioritized improvements. The platform is licensed under annual SaaS subscriptions across Trial, Management, and Strategic tiers for CX, product, service design, and operations teams.
Is TheyDo a public or private company?
TheyDo is a private company. It is classified as venture growth investor backed and is currently operating.
When was TheyDo founded?
TheyDo was founded in 2017. It employs 101 to 250 people.
Where is TheyDo based?
TheyDo is headquartered in Amsterdam, Netherlands, in the Europe region.
How does TheyDo make money?
One revenue line is on record: subscription SaaS — Platform Licenses.
Who are TheyDo's main competitors?
Direct peers on record are Qualtrics, Medallia, Forsta (Confirmit), InMoment, NICE (Thunderhead) and SMART CX (SmarphtCX). Broad incumbents are Dynamics 365 Customer Insights, Adobe Experience Platform and Salesforce Experience Cloud. UserTesting is listed as an emerging player.
Does TheyDo have an API?
Yes. TheyDo MCP (Model Context Protocol) Server provides AI platforms secured, governed access to TheyDo's unified experience data, journeys, logic and agent. It enables external AI systems such as Claude, ChatGPT, Copilot, or in-house tools to read directly from structured experience context. The MCP is coming soon and interested users can join a waitlist.
What industry is TheyDo in?
TheyDo's product category is Customer Journey Management. Its primary akta.pro industry code is BPAHALAM, Pricing, Revenue & Commercial Analytics. Its NAICS code is 5132 and its SIC code is 7372.