What Shockoe does

Shockoe is a private, founder-led digital product development firm founded in 2010 by Edwin Huertas and headquartered in Richmond, Virginia. The company specializes in building custom mobile and digital experience applications for "heritage brands" — iconic, long-established operators across hospitality, golf, casinos, pet care, retail, sports, energy, and construction. Its core proprietary technology is the Digital Experience Framework (DXF), a modular platform combining reusable UI components, pre-built infrastructure, and AI-assisted "smart integrations" with third-party systems (Chronogolf, Club Prophet, SevenRooms, Lightspeed, Square, HubSpot, Gingr, Ticketmaster, Deliverect, and others) to deliver custom mobile apps at white-label speed. The firm also operates Zenda, a dedicated golf and resort digital experience platform with sub-products including Golf Passport (a digital keepsake/passes product) and Group Sync (group booking coordination). Supporting services include Platform Modernization, Booking Engine Risk Mitigation, Legacy System Integration, and Digital Risk Diagnostic assessments, alongside a survey-based Heritage Brand Digital Maturity Assessment tool.

Shockoe generates revenue primarily through professional services — project-based custom mobile app development, platform modernization, and integration engagements — with quote-driven, multi-year contracts. Entry points include short Digital Catalyst engagements (UX/UI assessments, codebase reviews) and a packaged 90-day DXF Roadmap offering designed to convert prospects into larger implementation programs. Recurring revenue streams come from 24/7 production support and managed services, plus licensing of the Zenda product line. Pricing is not publicly disclosed. The go-to-market motion is enterprise field sales targeting heritage brands and luxury operators, supplemented by event-driven demand generation through the ShockTalk virtual roundtable series, webinars, and industry conferences (CX Innovation Summit, GDS Retail Summit). Marketing channels include a content-heavy blog, email newsletters, LinkedIn/X/YouTube presence, and joint initiatives with technology partners such as OutSystems.

Over 15+ years, Shockoe has served more than 10% of the Fortune 500 and delivered 100+ custom mobile apps. Named customers include St Andrews Links, Foxwoods Resort Casino, Pet Paradise, Hy-Vee, Winn-Dixie, Dominion Energy, J.B. Hunt, NVR Inc., D.C. United, UFC, Shopmonkey, UNOS, VACU, Wounded Warrior Project, and Dow Chemical. The company is led by CEO Alejandro Otanez (with founder Edwin Huertas in a CXO role) and operates with 51–100 employees. Notable recognition includes the 2017 Inc. 5000 ranking (#499 with 900% three-year sales growth), four Richmond Times-Dispatch Top Places to Work awards (through 2022), two Summit Emerging Media Awards in 2021 (Visionary for Throne Labs, Leader for Dominion Energy), and a 2024 RVATECH Tech Builder Award for Hy-Vee Fast & Fresh.

Name

Shockoe

Legal name

Shockoe

Website

https://shockoe.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Shockoe is a Richmond, Virginia-based digital product firm that builds custom mobile apps and digital experience platforms for heritage brands in hospitality, golf, casinos, retail, sports, and utilities, using its proprietary Digital Experience Framework (DXF) and Zenda golf platform.

Ownership category

akta.pro rank

Product category

Mobile App Development & Digital Experience Consulting

NAICS

Graphic Design Services (541430), Graphic Design Services (54143)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

akta.pro secondary industries

Brand Experience (BX) & Service Design (BPAFAEAI), Event Strategy & Experience Design (BPAFAGAA)

Keywords

• Custom mobile app development
• Hospitality digital experience
• Golf resort software
• Legacy system integration
• Platform modernization services

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Mobile App Development: Full-service custom mobile app development for enterprise clients including strategy, design, development, and ongoing support. Projects range from mobile apps for resorts/casinos to construction tools and retail solutions. Revenue generated through project-based professional services engagements.
2. Zenda Product Platform: Licensing of the Zenda golf and resort management platform including Golf Passport and Group Sync products. Provides tee time reservations, course maps, digital ticketing, and member engagement features as a branded, white-label solution.
3. Digital Catalyst Engagements: Entry-point consulting engagements including UX/UI assessments, codebase reviews, and strategic workshops. These short-term projects demonstrate capabilities and often lead to larger implementation engagements.
4. Ongoing Production Support: 24/7 monitoring, triage, and resolution services to keep client digital platforms running smoothly. Continuous platform maintenance and performance optimization.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Shockoe designs, develops, and supports custom mobile and web applications for heritage hospitality and lifestyle brands through its proprietary Digital Experience Framework (DXF). The firm sells project-based app development, platform modernization, booking-engine optimization, and legacy-system integration services, complemented by its own Zenda golf/resort digital experience platform offered via licensing and white-label deployment.

Product overview

Shockoe is a digital product development company that offers a portfolio of products and services centered around its core Zenda platform for golf and hospitality brands, along with the proprietary Digital Experience Framework (DXF) for building custom mobile experiences. The product suite includes Zenda (golf/hospitality platform), Golf Passport (digital keepsake module), and Group Sync (group booking tool), all designed for heritage and luxury hospitality brands. Beyond its own products, Shockoe provides professional services including Platform Modernization, Booking Engine Risk Mitigation, Legacy System Integration, and Digital Risk Diagnostic to help heritage brands modernize their digital guest experiences while preserving their legacy.

Differentiator

Problem solved

Functional benefit

Brands

• Zenda: Golf and resort digital experience platform for heritage destinations, providing tee time management, course maps, digital membership cards, and guest engagement tools.
• Zenda Golf Passport
• Group Sync
• Digital Experience Framework (DXF)

Products and services

• Zenda Golf & Resort Platform
• Golf Passport
• Group Sync
• Platform Modernization & Mobile Strategy Services
• Booking Engine Risk Mitigation Services
• Legacy System Integration Services
• Digital Risk Diagnostic
• DXF Roadmap (90-Day Planning Engagement)
• Heritage Brand Digital Maturity Assessment
• Ongoing Production Support & Managed Services

Quantifiable outcome

• 55,660+ in-app tee time bookings for St Andrews Links
• +7 more outcomes

Named customers15 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• OutSystemscoreTechnology or Integration · 1 November 2021Strategic partnership with OutSystems, a global leader in modern application development. The collaboration enables teams to exceed customer expectations while decreasing time to market with fewer development hours to build best-in-class mobile solutions. Joint events hosted for technology leaders in Richmond, VA to discuss legacy technology modernization.
• AWS (Amazon Web Services)coreTechnology or IntegrationAWS serves as cloud infrastructure partner for building robust, secure platforms that transform decades of guest data into modern, actionable insights for heritage brands.
• SalesforcecoreTechnology or IntegrationLeveraged for building robust, secure customer relationship management layers and transforming guest data into actionable insights for hospitality clients.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mutual Mobile: Boutique digital product studio specializing in custom mobile and web apps for enterprise clients in hospitality, retail, and energy. Comparable in scale (roughly 50-200 employees) and in delivering custom mobile experiences with legacy system integration.
• ArcTouch: Mobile app development firm specializing in custom iOS/Android apps and connected experiences for enterprise clients including hotels, restaurants, and consumer brands. Direct competitor with similar custom-development, framework-based delivery model.
• WillowTree: Custom mobile app and digital product agency serving Fortune 500 enterprises across hospitality, financial services, healthcare, and consumer brands. Closest direct competitor with comparable DXF-style framework, similar size, and similar enterprise client profile (e.g., Major League Soccer, FOX Sports).
• Code and Theory: Digital-first creative and engineering agency building large-scale enterprise platforms and mobile experiences for brands like Microsoft, Nike, and JPMorgan. Comparable in offering custom digital products at enterprise scale with strong design-engineering integration.

Emerging players

• Stable Kernel: Boutique digital product studio focused on mobile and web applications for enterprise and consumer brands. Comparable in custom development approach but typically smaller scale and broader in vertical focus.
• Huemor: Digital product agency delivering web and mobile development for mid-market and enterprise clients. Comparable in offering design-led custom development, though typically smaller project sizes than Shockoe's enterprise work.

Broad incumbents

• R/GA: Global digital agency offering strategy, design, and engineering for major brands including Nike, Verizon, and Mastercard. Competes for enterprise digital experience mandates with a stronger brand and larger footprint.
• Thoughtworks: Global technology consultancy delivering custom software, digital platforms, and mobile apps for enterprise clients across hospitality, retail, and financial services. Broader incumbent in the same custom digital product space.
• Deloitte Digital: Global digital agency within Deloitte delivering enterprise mobile, web, and CX transformation for Fortune 500 clients. Broader incumbent competing for the same enterprise digital transformation mandates Shockoe targets.

Regional players

• Kipsy: European-based digital product studio offering custom mobile and web apps with hospitality and retail clients. Comparable delivery model with different geographic focus, relevant for benchmarking international expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/shockoe
• GitHubgithub.com/shockoe
• YouTubeyoutube.com/@shockoe_digital
• LinkedInlinkedin.com/company/shockoe
• Facebookfacebook.com/shockoe

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 Shockoe