What LAB does

LAB (legal entity Lab Digital Services Ltd) is a private UK-based digital experience agency founded in 2003 and headquartered in Maidstone, Kent. Operating within the Human First Collective alongside sister agency Reflect Digital, LAB positions itself as a human-first technology agency that integrates cognitive scientists, psychologists, and linguists into design teams to apply behavioural science — including nudge theory and a proprietary Behaviour Before Build framework — to digital experience design.

The agency's core offering spans the full digital lifecycle: strategy and audience research, UX/UI design, web and mobile app development, e-commerce, headless CMS implementation (Storyblok, Optimizely, Prismic, Contentful, Sitecore), composable architecture, system integrations (Salesforce, Pardot, Commercetools), managed services, and emerging technology engagements spanning AI/ML, AR/VR, IoT, and gamification. LAB holds Gold partner status with Storyblok and Optimizely, sits on Optimizely's Partner Advisory Board, and maintains an academic research partnership with City University London supplemented by Innovate UK grant funding.

Revenue is generated through project-based professional services with bespoke pricing determined by scope. The client base is enterprise-led and diversified across verticals: global consumer brands (Nike, Adidas, Sony, EA Sports, Hasbro, Danone, Coty, Superdry), transport operators (Arriva, Eurotunnel), real estate developers (Knight Dragon, Quintain Living, Nido Living), membership organisations (Caravan and Motorhome Club), and public sector/education bodies (Innovate UK, CIMSPA, Sport England, University of Roehampton). In 2025, Freestyle merged into LAB, expanding capability and case studies under the unified brand.

Name

LAB

Legal name

Lab Digital Services Ltd

Website

https://lab.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

LAB is a UK-based digital experience agency combining behavioural science with UX/UI design, headless CMS implementation, and web development for enterprise brands. Founded in 2003, it serves clients including Nike, Adidas, Sony, and Innovate UK within the Human First Collective.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Professional Services / Agency Fees: LAB generates revenue through project-based professional services, including digital strategy, UX/UI design, web development, and ongoing digital transformation engagements with enterprise clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

LAB is a human-first digital experience agency that delivers strategy, UX/UI design, web design and build, digital product development, customer experience design, motion design, behavioural science research, and headless CMS implementation services to enterprise brands. The firm combines in-house cognitive scientists, psychologists and linguists with creative and technical delivery teams to produce websites, mobile applications, e-commerce platforms, composable architectures, and ongoing managed services for clients in fashion, sports, beauty, transport, hospitality, real estate, education and government verticals.

Product overview

LAB is a human-first technology and digital experience agency (part of Human First Collective) offering a comprehensive suite of digital agency services. The core offering is strategic consulting combined with design and development execution across multiple platforms. Key service modules include: Data Analysis and Audience Research (using behavioural science, cognitive scientists, and psychologists), Customer Experience and Creative Services (CX design, UX/UI design, motion design, web design), and Digital Product Development (web builds, mobile apps, e-commerce, IoT, gamification). LAB specialises in headless CMS implementations as a certified partner for Storyblok (Gold), Optimizely (Gold), Prismic, Contentful, and Sitecore. The agency also offers composable architecture services, system integrations (Salesforce, Pardot), managed services, and digital prototyping. Project work includes complex booking systems, CMS migrations (e.g., Sitecore to Storyblok), and accessibility-focused digital transformations for enterprise clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Experience Agency Services End-to-end digital experience agency engagement combining behavioural science, UX/UI design, creative services and technology delivery for enterprise brands seeking digital transformation.
• UX Design Services Human-centred UX design combining behavioural science with digital expertise, including discovery research, personas, journey mapping, contextual research and usability testing for enterprise clients.
• Web Design Services CX-driven web design creating human-centred experiences through insight-led UX, journey mapping, digital prototyping, data-driven development, A/B testing and site optimisation including conversion rate optimisation.
• Digital Product Design and Development Behavioural science-backed digital product design and development services creating websites, mobile applications, e-commerce platforms, IoT experiences and gamified solutions for enterprise clients.
• Customer Experience (CX) Services Insight-driven customer experience design combining consumer psychology, data analysis and creativity to deliver campaigns, events and immersive digital experiences including AR/VR.
• Behavioural Science Research Services Behavioural science-backed research services combining data analysis, market research and audience research using cognitive scientists, psychologists and linguists to analyse language, sentiment and consumer behaviour.
• Motion Design and Animation Services Impactful video creation and motion design services for brand storytelling, campaigns, product launches and internal communications, including AR/VR experiences.
• Storyblok CMS Implementation Storyblok Gold partner headless CMS implementation service using API-first architecture, composable blocks and visual editor for cross-platform content management and custom web builds.
• Optimizely CMS Implementation Certified Optimizely UK Gold Partner service delivering enterprise CMS and DXP implementations with campaign planning, personalisation at scale, coupled or hybrid headless architecture and AI-generated visitor insights.
• Prismic CMS Implementation Official Prismic partner service using Slice Machine for modular, scalable web development with live preview functionality for real-time content updates.
• Contentful CMS Implementation Contentful partner service providing cloud-based headless CMS implementation for cross-channel content delivery to websites, applications and AR experiences using a modular design approach.
• Sitecore Development Sitecore certified partner service delivering CMS and DXP solutions with personalisation, automation and complex integrations, plus platform migration to and from Sitecore.
• E-commerce Services E-commerce design and development services including composable commerce implementations such as Commercetools agency services for enterprise retailers.
• Mobile App Development Mobile application design and development services for enterprise clients delivered as part of LAB's digital product development portfolio.
• IoT Development Services Internet of Things development services building connected experiences for enterprise clients.
• Gamification Services Gamification design and development services for engaging user experiences in enterprise digital products.
• Chatbots and Custom AI Agent Development Development of conversational AI interfaces and custom AI agent solutions for enterprise clients.
• Managed Services Ongoing website management, hosting and support services for enterprise digital platforms following project delivery.
• Digital Prototyping Services Rapid prototyping services to transform ideas into tangible, testable customer experiences before full-scale development.

Quantifiable outcome

• 263% visibility increase for Knight Dragon
• +4 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, strategic and minor.

• StoryblokcoreTechnology or IntegrationLAB is an official Storyblok Gold partner, leveraging all features of the headless CMS platform for designing and deploying custom web builds. Storyblok is API-first and provides composable blocks for better customisation and modular components.
• OptimizelycoreTechnology or IntegrationCertified Optimizely UK Gold Partner with decades of experience delivering complex global implementations. LAB is on Optimizely's Partner Advisory Board, providing insight into platform roadmap.
• PrismiccoreTechnology or IntegrationOfficial agency partner of Prismic CMS, specialising in crafting bespoke websites using Prismic's Slice Machine technology for dynamic, scalable web development.
• ContentfulcoreTechnology or IntegrationExpert in Contentful, a cloud-based headless CMS, helping clients adopt modular approach to content management that delivers results at scale.
• SitecorecoreTechnology or IntegrationSitecore Partner Agency with over a decade of experience delivering CMS and DXP solutions. Multiple Sitecore certifications and certified developers on team.
• Human First CollectivecoreStrategic or Co-development PartnerParent agency group that LAB belongs to. LAB works alongside sister agency Reflect Digital to amplify client projects with behavioural science.
• Reflect DigitalcoreStrategic or Co-development PartnerSister agency within Human First Collective that LAB collaborates with on projects, providing performance marketing and SEO expertise alongside LAB's digital experience capabilities.
• City University LondonstrategicStrategic or Co-development PartnerAcademic partnership providing LAB with access to cutting-edge marketing psychology research. LAB combines expertise from the academic world with digital and design expertise.
• Sport EnglandstrategicStrategic or Co-development PartnerGovernment body that partnered with LAB and CIMSPA on the ReTrain digital upskilling platform to stabilise the UK sport and physical activity workforce.
• RiverrstrategicStrategic or Co-development PartnerLong-term strategic partner for Quintain Living project, bringing together required skills across design and development. Riverr played central strategic role in Salesforce integration project.
• VERJminorStrategic or Co-development PartnerCollaborative partner in Quintain Living project, part of the group approach alongside Riverr and Reflect Digital.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Reflect Digital: Maidstone-based sister agency within Human First Collective, focused on performance marketing and SEO. Most directly comparable by geography and parent group, with complementary rather than overlapping service mix.
• Designit: Wipro-owned global design and innovation consultancy delivering UX strategy, digital product design, and behavioural insights. Closely comparable in the human-centred/behavioural-science lens applied to enterprise digital work.
• Dept Agency: Global digital agency combining creativity, technology, and data to deliver end-to-end digital experiences, websites, and commerce platforms. Closely comparable end-to-end service model and enterprise client base, though larger and more geographically distributed.
• Valtech: Global digital agency specialising in composable commerce, CMS implementations (including Optimizely, Sitecore, Contentful), and digital transformation for enterprise brands. Highly comparable across LAB's core headless CMS and composable architecture offering.
• Ustwo: London-headquartered digital product studio offering UX design, app development, and digital experience services to enterprise and consumer brands. Directly comparable in geographic base, service mix (UX/UI, product design, web/app builds), and enterprise clientele.

Broad incumbents

• AKQA: WPP-owned global design and innovation agency delivering digital experiences, brand, and campaign work for major enterprise brands including Nike and Adidas — the same brands LAB counts as customers. Comparable enterprise client overlap with broader portfolio scope.
• Huge: Global digital experience agency specialising in UX, commerce, and brand experience for enterprise clients. Comparable digital experience and CMS/ecommerce implementation focus at larger scale.
• R/GA: Global digital agency offering strategy, design, and technology services across web, mobile, and emerging platforms for enterprise brands. Overlapping service lines (digital experience, UX, commerce) at a significantly larger scale.
• Accenture Song (Fjord): Accenture's design and innovation arm (formerly Fjord) delivering experience design, digital product, and platform engineering for the world's largest enterprises. Comparable in combining behavioural insight with enterprise-scale digital delivery, though at vastly greater scale.

Regional players

• Netwave: Dutch digital agency with strong Storyblok/headless CMS implementation focus serving enterprise clients across EMEA. Comparable in CMS-platform specialisation; operates primarily in the Netherlands rather than the UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/LabDigitalUK
• YouTubeyoutube.com/@LAB_UK
• LinkedInlinkedin.com/company/lab-digital-agency
• Instagraminstagram.com/labdigitaluk
• Facebookfacebook.com/LabDigitalAgency

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LAB