Hase & Igel
Hase & Igel is a German AI company operating the NEUTRUM.AI proprietary Analytic AI cloud platform for data-driven marketing and sales decisions. It serves around 200 enterprise, agency, consultancy, and association customers across three continents with analytics, media mix modeling, and contextual targeting capabilities.
- Company typePrivate
- Founded2018
- HeadquartersOldenburg, Germany
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Hase & Igel does
Hase & Igel GmbH is a German AI software company founded in 2018 and headquartered in Oldenburg, Germany. It operates the NEUTRUM.AI platform — a proprietary, fully self-developed Analytic AI cloud system that converts external market, competitive, and environmental data together with customers' first- and second-party data into explainable, real-time insights for marketing and sales decisions. The platform bundles market analysis, location analysis, competitive analysis, trend analysis, GTM strategy, media planning, content marketing, cookie-less contextual targeting, lead generation, Media Mix Modeling (MMM), and RoAS attribution into a single integrated system. Underlying capabilities span an Analytic AI engine (predictive analytics, recommendations), NLP-based Topic Navigator, Generative AI for content, and RPA for process automation, with microservice-based architecture that exposes functionality through Platform-as-a-Service and White Label delivery models.
The company serves approximately 200 customers across three continents across four primary segments: direct enterprise clients (including Vodafone, Schaeffler, STIHL, Galenica, Hamburger Sparkasse, and Stadtsparkasse Düsseldorf), advertising and media agencies, management consultancies, and trade associations. Revenue is generated through multiple streams: SaaS subscriptions (annual license fees), a usage-based Neutrum Credits prepaid system, white-label licensing for reseller partners, Platform-as-a-Service engagements, and professional services. Go-to-market blends direct enterprise field sales, a self-service website funnel, and a partner channel of more than 20 agencies, consultancies, and MarTech vendors across multiple countries. Hase & Igel was bootstrapped from founding until April 2022, when strategy consultancy ADVYCE took an undisclosed equity stake, followed by a further investment from marcapo in October 2024. The firm remains founder-led (Jan Schoenmakers, Founder and Managing Director) with a team of approximately 12 specialists across AI, data science, development, sales, and marketing, and has been recognized with multiple international Gold Stevie Awards and by the APPLIEDAI Institute as one of Europe's most important AI startups.
Hase & Igel firmographics
Firmographics- Name
- Hase & Igel
- Legal name
- Hase & Igel GmbH
- Website
- https://haseundigel.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hase & Igel is a German AI company operating the NEUTRUM.AI proprietary Analytic AI cloud platform for data-driven marketing and sales decisions. It serves around 200 enterprise, agency, consultancy, and association customers across three continents with analytics, media mix modeling, and contextual targeting capabilities.
- Ownership category
- akta.pro rank
Hase & Igel industry classification
Industry- Product category
- AI Marketing Analytics Software
- NAICS
- Software Publishers (513210), Computer Systems Design Services (541512), Other Computer Related Services (541519)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373), Services-Management Consulting Services (8742)
- akta.pro primary industry
- AI/ML Engineering & Model Development Services (BPAEAHAF)
- akta.pro secondary industries
- Data, Analytics & AI Consulting (BPAHAEAF), Model Hosting, Serving & Inference Platforms (HDAAACAB)
Keywords
Where Hase & Igel is headquartered
LocationHeadquarters
- HQ city
- Oldenburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Hase & Igel business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Software Licenses: Time-limited software licenses for cloud-based analytics solutions. Software is provided via internet with access granted through user accounts. Includes subscription-based models with recurring fees and one-time call-off options. Service level guarantee of 99.5% monthly availability.
- Neutrum Credits System: Internal prepaid credit system for platform usage. Single purchases with volume-based discounts, or monthly credit subscriptions with discounted pricing. Credits expire 3 months after purchase (single) or 1 month after monthly provision (subscription). Non-transferable, non-refundable.
- White Label Licensing: Partners can sell analytics under their own brand, gaining access to white-labeled instances for their clients. Revenue sharing or licensing fees for branded deployments.
- Platform-as-a-Service: Microservice building blocks for customers wanting to build their own solutions. Custom configuration and exclusive solutions based on the platform.
- Professional Services: Consulting, strategy advice, and data interpretation support provided as additional services beyond core software licensing. Billed separately based on scope.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Single Credit Purchase - One-time purchase with volume-based discounts |
| Subscription | Monthly | Credit Subscription - Monthly crediting of fixed quota at discounted rate |
| Subscription | Annual | SaaS Platform License - Time-limited software access |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Hase & Igel product offering
Product offeringCore offering
Hase & Igel sells the NEUTRUM.AI SaaS platform — a proprietary Analytic AI cloud system that converts marketing, competitive, environmental, and customer data into actionable insights for marketing and sales decisions. The platform delivers market analysis, competitive analysis, location analysis, trend analysis, go-to-market strategy, media planning, contextual targeting, lead generation, marketing mix modeling, and RoAS attribution in a single integrated system. Revenue is generated through SaaS licenses, usage-based Neutrum Credits, White Label licensing for partners, Platform-as-a-Service microservices, and optional professional services.
Product overview
Hase & Igel offers a unified AI analytics platform called NEUTRUM for marketing and sales decision-making. The portfolio consists of three main delivery models: the core NEUTRUM SaaS system, White Label (rebranded version for partners), and Platform-as-a-Service (microservices for custom configurations). NEUTRUM provides a comprehensive suite of analytics capabilities organized around use cases including Market Analysis, Location Analysis, Competitive Analysis, Trend Analysis, GTM Strategy, Media Planning, Content Marketing, Targeting, Lead Generation, Marketing Mix Modeling (MMM), and RoAS Attribution. The platform is built on an AI ecosystem approach combining Analytic AI (primary engine), Generative AI (content creation), and RPA (process automation) to deliver end-to-end insights and execution.
Differentiator
Problem solved
Functional benefit
Brands
- NEUTRUM: SaaS system for superior decisions in marketing and sales. A cloud-based analytics platform that provides insights for market analysis, competitive analysis, media planning, targeting, and ROI attribution.
Products and services
- NEUTRUM (SaaS Analytics Platform) NEUTRUM is Hase & Igel's proprietary Analytic AI cloud SaaS platform for superior decisions in marketing and sales. It delivers market analysis, competitive analysis, location analysis, trend analysis, go-to-market strategy, media planning, content marketing, contextual targeting, lead generation, marketing mix modeling (MMM), and RoAS attribution in a single integrated system — eliminating tool fragmentation. It targets companies, agencies, consulting firms, and associations.
- White Label (NEUTRUM under partner brand) White Label is a deployment and licensing model of NEUTRUM that allows partners (agencies, consulting firms, MarTech vendors, associations) to offer the analytics platform under their own brand identity, with their colors and logo, while Hase & Igel operates the underlying technology.
- Platform-as-a-Service (Microservice Building Blocks) Platform-as-a-Service provides microservice building blocks on top of Hase & Igel's technology components, enabling partners and customers to configure exclusive, customized analytics and AI solutions built on the NEUTRUM technology stack.
Quantifiable outcome
- Around 200 companies on 3 continents are already making faster and more accurate decisions with Hase & Igel solutions
- +1 more outcomes
Companies that use Hase & Igel
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles2 records
Hase & Igel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature8 records
Hase & Igel partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- APPLIEDAI Institute for EuropecoreRecognized by the Applied AI Institute as one of Europe's most important AI startups. This recognition positions Hase & Igel within Europe's leading AI ecosystem and provides credibility as a trustworthy AI provider from Germany.
- KI Bundesverband (German AI Association)minorMember of the German AI Association (KI Bundesverband), indicating participation in Germany's AI ecosystem and policy discussions.
- D64 - Zentrum für DigitalisierungsforschungminorMember of D64, a center for digitalization research, demonstrating commitment to research and digital transformation.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Hase & Igel competitors and assessment
Company assessmentBroad incumbents
- Similarweb: Public market intelligence and competitive analytics platform offering website traffic, market share and digital benchmarking. Directly comparable to NEUTRUM's market and competitive analysis use cases for marketing and sales decision-making, but at significantly larger scale and global reach.
- Nielsen (Nielsen Media / NielsenIQ): Global measurement and data analytics company offering MMM, audience measurement, and competitive intelligence solutions to advertisers and agencies. The dominant incumbent in marketing mix modeling and a benchmark competitor to NEUTRUM's MMM and market analysis modules.
Direct peers
- Adverity: Enterprise marketing data integration and analytics platform that pulls data from multiple marketing sources and applies AI for performance and attribution insights. Closely aligned with NEUTRUM's marketing analytics, MMM and RoAS attribution capabilities, especially for mid-market and enterprise customers in EMEA.
- Supermetrics: Marketing data pipeline and analytics product that moves data from ad, analytics and CRM platforms into BI tools. Comparable to NEUTRUM's data-aggregation and media-planning workflow, with overlapping customer segments among marketing teams and agencies.
- Funnel.io: Marketing data hub for collecting, organizing and exporting marketing data to BI and reporting destinations. Operates in the same marketing-data-and-analytics category as NEUTRUM with strong adoption among agencies and multi-channel advertisers.
Emerging players
- Triple Whale: AI-powered analytics and attribution platform focused on e-commerce brands, including MMM, dashboards and ad-spend optimization. Overlaps with NEUTRUM's MMM, RoAS attribution and media planning capabilities, with comparable use cases for performance marketers.
- Northbeam: Cross-channel marketing attribution and MMM platform for DTC and e-commerce brands, with a strong focus on measurement and media mix insights. Directly competes with NEUTRUM on the attribution and MMM use cases for performance-driven advertisers.
- Recast (Recast AI): AI-driven Marketing Mix Modeling platform used by brands and agencies to measure and optimize cross-channel media effectiveness. Highly comparable to NEUTRUM's MMM module and a more focused, venture-backed competitor in the MMM subcategory.
- Mixpanel: Product and marketing analytics platform with AI-driven insights on user behavior, funnels and retention. Comparable to NEUTRUM in the analytics-platform category with overlap on data-driven decision-making for digital-first teams.
Others
- Palantir Technologies: Enterprise AI and data analytics platform (AIP / Foundry) used for decision intelligence across marketing, sales and operations. Compares to NEUTRUM on the platform/AI-engineering layer rather than on specific marketing analytics use cases, representing a potential broader competitive reference.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Hase & Igel social profiles
Digital presenceHase & Igel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hase & Igel leadership team
Management profileNumber of profiles
Profiles12 records
Hase & Igel funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hase & Igel 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 Hase & Igel
What does Hase & Igel do?
Hase & Igel sells the NEUTRUM.AI SaaS platform — a proprietary Analytic AI cloud system that converts marketing, competitive, environmental, and customer data into actionable insights for marketing and sales decisions. The platform delivers market analysis, competitive analysis, location analysis, trend analysis, go-to-market strategy, media planning, contextual targeting, lead generation, marketing mix modeling, and RoAS attribution in a single integrated system. Revenue is generated through SaaS licenses, usage-based Neutrum Credits, White Label licensing for partners, Platform-as-a-Service microservices, and optional professional services.
Is Hase & Igel a public or private company?
Hase & Igel is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hase & Igel founded?
Hase & Igel was founded in 2018. It employs 11 to 50 people.
Where is Hase & Igel based?
Hase & Igel is headquartered in Oldenburg, Germany, in the Europe region.
How does Hase & Igel make money?
Five revenue lines are on record. SaaS Software Licenses are the primary driver. The others are neutrum Credits System, white Label Licensing, platform-as-a-Service and professional Services.
Who are Hase & Igel's main competitors?
Broad incumbents on record are Similarweb and Nielsen (Nielsen Media / NielsenIQ). Direct peers are Adverity, Supermetrics and Funnel.io. Emerging players are Triple Whale, Northbeam, Recast (Recast AI) and Mixpanel. Palantir Technologies is listed as an others.
Does Hase & Igel have an API?
No public API is recorded for Hase & Igel.
What industry is Hase & Igel in?
Hase & Igel's product category is AI Marketing Analytics Software. Its primary akta.pro industry code is BPAEAHAF, AI/ML Engineering & Model Development Services, with a secondary code of BPAHAEAF, Data, Analytics & AI Consulting. Its NAICS code is 513210 and its SIC code is 7372.