What TUI does

TUI is a privately held US business consulting firm founded in 2014 by Dieter Stapelberg (Enterprise Systems) and Yana Stapelberg (Software Development). The firm operates from Council Bluffs, Iowa (one firmographic entry also identifies the city as Richmond, USA), with 1-10 employees, and combines hands-on consulting engagements with a proprietary SaaS platform to improve EBITDA in operating businesses. Engagements target productivity inhibitors and waste contributors through a four-phase methodology — Introduce, Negotiate, Execute, Sustain — typically delivered in four-week increments, after which improvements transition to a recurring subscription on the firm's software platform.

Name

TUI

Legal name

TUI

Website

https://tuiconsult.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

TUI is a privately held US consulting firm (founded 2014, 1-10 employees, Council Bluffs, Iowa) that helps operating businesses lift EBITDA through a four-phase consulting methodology sustained by its subscription SaaS platform, Tuitiv.

Ownership category

akta.pro rank

Product category

Business Performance Improvement Software

NAICS

Custom Computer Programming Services (541511), Computer Systems Design Services (541512)

SIC

Services-Management Consulting Services (8742), Services-Computer Programming Services (7371)

akta.pro primary industry

iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG)

akta.pro secondary industry

Enterprise Architecture & IT Operating Model (BPAHAEAB)

Keywords

• Business process automation
• Performance improvement consulting
• SaaS process management
• Operational efficiency software
• Business intelligence platform

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Package Holidays: TUI generates revenue through integrated package holidays combining flights, accommodation, and experiences. This remains the core revenue driver with stable performance, with Q1 FY2026 revenue around €4.9 billion.
2. Cruises: TUI operates cruise lines including TUI Cruises, Hapag-Lloyd Cruises, and Marella Cruises. This segment saw underlying earnings jump 70.8% to €82.3 million in Q1 FY2026, driven by strong demand.
3. Hotels & Resorts: TUI operates and manages hotels and resorts across various regions, forming part of the integrated tour operator model.
4. TUI Musement: TUI Musement provides holiday experiences and excursion services, contributing to earnings growth of 8.9% in Q1 FY2026.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

TUI helps business clients improve EBITDA by diagnosing operational inefficiencies, defining corrective actions, and mapping improved processes, then automates and sustains those processes on its proprietary subscription-based SaaS platform, Tuitiv. The Tuitiv platform combines a BPMN process modeller, task form builder, dashboard, and self-auditing/self-regulating features to drive sustained performance improvement.

Product overview

TUI is a business performance improvement consultancy offering a single unified platform called Tuitiv, a subscription-based SaaS solution. The company provides consulting services organized around four phases: Root cause analysis, Corrective actions, Automate and sustain on the Tuitiv platform, and Sustain/steer improvements with business intelligence. Tuitiv serves as the core product enabling clients to map, assign, execute, and sustain business improvements through its integrated turnkey platform.

Differentiator

Problem solved

Functional benefit

Brands

• Tuitiv: A subscription-based SaaS platform that automates and sustains business performance improvements. Provides process mapping, task assignment, execution tracking, self-auditing, and self-regulation capabilities for business performance initiatives.

Products and services

• Tuitiv

Quantifiable outcome

• Revenue growth of 4.4% in FY2025
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• TUI Cruises (Joint Venture with Royal Caribbean)coreStrategic or Co-development PartnerTUI Cruises operates as a joint venture between TUI Group and Royal Caribbean, offering premium cruise experiences. This partnership represents a core element of TUI's cruise segment strategy.
• Hapag-Lloyd CruisescoreStrategic or Co-development PartnerTUI operates Hapag-Lloyd Cruises, a luxury expedition cruise line, as part of its cruise portfolio alongside TUI Cruises and Marella Cruises.

Scale indicators9 records

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• Genpact: Genpact combines large-scale business process consulting with proprietary AI-driven process discovery and automation tooling, overlapping with Tuitiv's hybrid consulting-plus-platform go-to-market at a much larger scale.
• Microsoft (Power Platform): Microsoft Power Automate and Power Apps provide low-code workflow automation embedded inside the broader Microsoft 365 and Dynamics ecosystem, representing an incumbent alternative customers may choose instead of Tuitiv.
• IBM (Business Automation Workflow): IBM's Business Automation Workflow and process mining offerings provide enterprise-grade BPM capabilities as part of a broader hybrid cloud and automation portfolio, competing for the same enterprise buyers as Tuitiv at a different scale.

Direct peers

• Bizagi: Bizagi offers a low-code BPMN process automation suite targeted at mid-market and enterprise customers, making it a close comparable to Tuitiv on both product architecture and target segment.
• Camunda: Camunda offers a developer-friendly BPMN/DMN process orchestration platform with process monitoring, positioning it as a direct technical peer to Tuitiv in the standards-based BPM space.
• ProcessMaker: ProcessMaker is a low-code BPM and workflow platform with BPMN-based process design and process intelligence features, comparable in scope and mid-market orientation to Tuitiv.
• Appian: Appian is a publicly listed iBPMS/low-code process automation platform that competes head-to-head with Tuitiv in BPMN-based workflow, case management, and process intelligence for enterprise customers.
• Nintex: Nintex provides process mapping, workflow automation, and document generation tools aimed at business users — closely mirroring Tuitiv's map-assign-execute-sustain methodology.
• ServiceNow: ServiceNow's Workflow and Process Mining products compete directly with Tuitiv on workflow automation, task assignment, and self-service process execution, though at vastly greater scale.
• Pegasystems: Pega is a long-established BPM and CRM workflow platform with process AI and robotic automation capabilities that overlap with Tuitiv's process modelling, execution, and self-regulation positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/tuiconsult

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 TUI