Smudge
- Company typePrivate
- Founded2008
- HeadquartersChristchurch, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingServices
Smudge firmographics
Firmographics- Name
- Smudge
- Legal name
- Smudge Apps Limited
- Website
- https://smudge.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Smudge is headquartered
LocationHeadquarters
- HQ city
- Christchurch
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Smudge business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Custom Software Development: Smudge designs and builds bespoke software solutions for organizations. Projects range from hundreds of thousands to multi-million dollar engagements. The company typically quotes in two phases: scoping (research, prototyping) and development (build, test, refine).
- Software Advisory: Advisory services including coaching, reviews, audits, and software selection. Coaching starts from $5,000, reviews/audits from $15,000.
- Merchandise Sales: The company sells branded merchandise including the 'Balance' book ($43.20), t-shirts, notebooks, and pens through their online store.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Software coaching for decision-making and planning |
| Other | Pay-as-you-go | Reviews and audits |
| Other | Pay-as-you-go | Research budgets for software projects |
| Other | Multi-year contract | Custom software development projects |
| One time/ perpetual license | Pay-as-you-go | Balance book |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Smudge product offering
Product offeringCore offering
Smudge is a custom software development agency that designs and builds bespoke mobile, desktop, and web applications for enterprise and government clients. They provide end-to-end services from research and advisory through to development, integrating design thinking, native development expertise, and strategic consultancy. Core services include Custom Software Development, Mobile Apps, Desktop Apps, Software Advisory, Research for Software Projects, and Product Management for Software.
Product overview
Smudge is a custom software development agency offering a suite of professional services rather than a single unified product. Their core service offerings include Custom Software Development (mobile apps, desktop apps, and bespoke business tools), Software Advisory (consulting and due diligence), Research for Software Projects (field and user research), and Product Management for Software (roadmap planning). Notable named products include OnDuty (for New Zealand Police), PACE (for Coca-Cola), and the Hearing Kiosk (for Triton Hearing). Additionally, Smudge operates a merchandise store selling the 'Balance' book, branded notebooks, pens, and t-shirts.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Software Development Bespoke software development services for mobile apps, desktop apps, and custom business tools, tailored precisely to meet specific organizational needs of enterprise and government clients.
- Mobile Apps Design and build high-value mobile applications for iOS and Android, focused on essential business needs or customer-facing experiences for organizations.
- Desktop Apps Development of desktop applications that streamline essential business tasks with exceptional user experiences.
- Software Advisory Independent software consulting services providing due diligence, technology selection guidance, development process audits, and coaching for high-value software projects. Pricing starts from $5,000 for coaching engagements.
- Research for Software Projects Field research and user research services to define software vision, understand user needs, and balance competing business requirements before development begins. Research budgets range from $10,000 to $100,000.
- Product Management for Software Product management services providing detailed roadmaps and strategic planning for large, complex software builds spanning multiple years with hundreds of features.
- OnDuty A mobile app for New Zealand Police enabling frontline officers to access intelligence, complete paperwork, and share data in the field. Part of a fully integrated ecosystem connected to the National Intelligence Application (NIA).
- PACE (Profit Acceleration with Consistent Execution) A next-generation sales force automation tool built for Coca-Cola's Bottling Investments Group, comprising an Android app for field sales, a web-based admin tool, and cloud-native middleware. Deployed across Singapore, Malaysia, Philippines, and Vietnam with over 5,000 sales reps.
- Hearing Kiosk An iPad-based hearing self-screening application deployed in over 150 pharmacies and medical centres across New Zealand for Triton Hearing, enabling free hearing tests without appointments.
- Balance Book A book by Smudge co-founder Reuben Bijl compiling the company's philosophy on solving problems with technology. Available as a hardback from the Smudge Store ($43.20), free download from Apple Books, or ePub file.
- Smudge Notebook A customised Leuchtturm 1917 notebook with debossed Smudge logo, thread-bound for flat opening, featuring dotted grid pattern, 249 numbered pages, and page markers in Blush, Buzz, and Nebula colours.
- Rollerball Pen A customised LAMY Safari pen with charcoal matt body, ergonomic grip, and easily replaceable blue or black ink refills.
Quantifiable outcome
- 110M+ queries handled and 500,000+ hours saved annually for New Zealand Police
- +3 more outcomes
Companies that use Smudge
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Smudge technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Smudge partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- One NZcoreOne NZ is collaborating with Smudge to help New Zealand companies prepare their apps for One NZ's satellite data service. This enables apps to work on Starlink Direct-to-Cell satellites in areas where traditional mobile signal does not reach. Smudge acts as a local app development expert to ensure apps are optimized for satellite connectivity.
Scale indicators10 records
Recent moves6 records
Expansion highlights4 records
Smudge competitors and assessment
Company assessmentRegional players
- Springload: Wellington-based custom digital agency building bespoke websites, apps, and platforms for NZ enterprises and government. Closest New Zealand peer in size, vertical mix, and bespoke-build model.
- Alphero: New Zealand-based mobile and web application development agency. Direct competitor for NZ mobile-app RFPs in the same SMB-to-enterprise segment.
- Clearpoint NZ: New Zealand-based custom software development and design agency. Similar size, geo, and bespoke-build service mix, frequently competing for the same mid-market and government briefs.
Direct peers
- Thoughtworks: Global custom software development consultancy with deep enterprise focus across industries. Closest functional comparator to Smudge in business model and delivery approach, though at much larger scale.
- Endava: Publicly listed custom software development firm serving enterprise clients with distributed delivery teams. Comparable in vertical mix (financial services, FMCG-adjacent, government-adjacent) and bespoke-build model.
- Simform: Custom software product development firm serving enterprise and mid-market clients globally. Comparable bespoke-build model with delivery pods — directly parallel to Smudge's approach for multinational clients.
- Globant: Large global digital transformation and custom software development firm. Overlaps with Smudge on enterprise mobile/web builds and large multinational client engagements like Coca-Cola.
Broad incumbents
- IDEO: Global design and innovation consultancy that, like Smudge, sits at the intersection of design, technology, and business strategy. Broader and more strategy-led, but the most direct philosophical comparator to Smudge's 'intentions-based design' approach.
- Deloitte Digital: Global digital consultancy arm of a Big Four firm. Competes for the same large, multi-million dollar enterprise and government transformation engagements as Smudge, but with significantly broader service portfolio and deeper bench.
- Datacom: Largest New Zealand-based IT services and consulting provider. Operates as a broader incumbent covering managed services, cloud, and custom software, frequently competing for the same NZ enterprise and government RFPs as Smudge.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Smudge social profiles
Digital presenceSmudge financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smudge leadership team
Management profileNumber of profiles
Profiles1 record
Smudge funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smudge 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 Smudge
What does Smudge do?
Smudge is a custom software development agency that designs and builds bespoke mobile, desktop, and web applications for enterprise and government clients. They provide end-to-end services from research and advisory through to development, integrating design thinking, native development expertise, and strategic consultancy. Core services include Custom Software Development, Mobile Apps, Desktop Apps, Software Advisory, Research for Software Projects, and Product Management for Software.
Is Smudge a public or private company?
Smudge is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Smudge founded?
Smudge was founded in 2008. It employs 11 to 50 people.
Where is Smudge based?
Smudge is headquartered in Christchurch, New Zealand, in the Oceania region.
How does Smudge make money?
Three revenue lines are on record. Custom Software Development is the primary driver. The others are software Advisory and merchandise Sales.
Who are Smudge's main competitors?
Regional players on record are Springload, Alphero and Clearpoint NZ. Direct peers are Thoughtworks, Endava, Simform and Globant. Broad incumbents are IDEO, Deloitte Digital and Datacom.
Does Smudge have an API?
No public API is recorded for Smudge.