GX
GX Software B.V. is a Netherlands-based digital customer experience company that builds and implements composable CX platforms combining its XperienCentral CMS, BlueConic CDP implementation, and real-time Maestro orchestration for approximately 150 enterprise clients across Banking, Insurance, Retail, Media, Sports, and Government sectors in EMEA.
- Company typePrivate
- Founded1996
- HeadquartersNijmegen, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What GX does
GX Software B.V. is a Netherlands-based digital customer experience software and services company founded in 1996 and headquartered in Nijmegen. The company builds and implements composable digital experience platforms for enterprise and institutional clients across Banking and Insurance, Retail and eCommerce, Media and Publishing, Sports and Entertainment, Telecommunications, Government, and Education verticals, serving approximately 150 clients including de Volksbank, Nationale Nederlanden, ING, T-Mobile, Odido, PSV, NS International, Essity, Roularta, and CBR. Its technology stack combines proprietary platforms XperienCentral (an enterprise CMS named CMS of the Year 2025) and Engatta (marketing automation and personalization), alongside real-time journey orchestration via the Maestro platform. GX holds exclusive Platinum Partner status with BlueConic in the EMEA region, with 25 certified BlueConic Experts and more than 100 completed implementations, making CDP implementation and managed services a central capability.
The company's business model blends platform licensing (XperienCentral, Engatta) on subscription terms with project-based and retainer revenue from BlueConic implementation, digital CX consulting, training, and ongoing managed services. Distribution is sales-led and consultative: prospects engage via 30-minute online meetings, phone calls, or in-person visits at the Nijmegen headquarters, supported by a content and thought-leadership engine spanning an owned blog, third-party Dutch industry publications (Emerce, FrankWatching, MarketingFacts, Adformatie), LinkedIn, email, and events such as GX Connect. Geographic focus is the Netherlands and broader EMEA market. GX is ISO 27001 certified and GDPR-compliant, and positions data sovereignty and composable architecture as foundational principles.
Since July 2023, GX has operated as an independent subsidiary within Happy Horizon, a Dutch full-service digital marketing agency group, retaining its own brand, management under CEO Willem Rossieau, and operational autonomy while benefiting from cross-selling into the parent group's broader client base and agency services portfolio. The company is led operationally by Willem Rossieau and was originally founded by Bart Heilbron.
GX firmographics
Firmographics- Name
- GX
- Legal name
- GX Software B.V.
- Website
- https://gxsoftware.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- GX Software B.V. is a Netherlands-based digital customer experience company that builds and implements composable CX platforms combining its XperienCentral CMS, BlueConic CDP implementation, and real-time Maestro orchestration for approximately 150 enterprise clients across Banking, Insurance, Retail, Media, Sports, and Government sectors in EMEA.
- Ownership category
- akta.pro rank
GX industry classification
Industry- Product category
- Digital Customer Experience Platform
- NAICS
- Computer Systems Design Services (541512), Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151), Software Publishers (513210)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Customer Experience (CX) & Digital Experience (BPAHAEAC)
- akta.pro secondary industries
- Customer Experience (CX) & Journey Strategy (MPAAAFAI), Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)
Keywords
Where GX is headquartered
LocationHeadquarters
- HQ city
- Nijmegen
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
GX business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Platform Licensing (XperienCentral, Engatta): Annual or multi-year licensing fees for proprietary CMS (XperienCentral) and marketing automation/personalization (Engatta) platforms. Deployed as managed or self-hosted solutions with support and maintenance contracts.
- BlueConic Implementation & Managed Services: Professional implementation services for BlueConic CDP, including data strategy, architecture setup, integration with MarTech stack, consent management, and ongoing managed services. Revenue is project-based or retainer contracts for ongoing optimization and support.
- Digital Customer Experience Consulting & Delivery: End-to-end digital CX services including UX design, composable architecture implementation, technical execution, personalization strategy, and campaign activation. Services are delivered by in-house specialists across Design to Engage, Build to Scale, and Deliver to Perform practice areas.
- Training & Enablement: Open and in-company training courses for BlueConic at all user levels, masterclasses on CDP strategy, customer journey mapping workshops, and use case development. Provides product and digital business knowledge to client organizations.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
GX product offering
Product offeringCore offering
GX develops and operates a digital customer experience platform that integrates content management (via the proprietary XperienCentral CMS), customer data unification (via BlueConic CDP implementation), and real-time personalization/automation (via Engatta and Maestro). The company delivers end-to-end digital CX services including UX design, composable architecture implementation, data strategy, and campaign activation for enterprise clients across Banking & Insurance, Retail, Media & Publishing, Sports & Entertainment, Government, and Education verticals, primarily in the Netherlands and EMEA.
Product overview
GX offers a digital customer experience platform with two core products: XperienCentral (a CMS platform) and broader platform services combining content, data, AI, and automation within a composable architecture. As a Platinum BlueConic Partner, GX also provides BlueConic implementation and CDP services. The company integrates content management (XperienCentral), customer data unification (BlueConic), and real-time personalization/orchestration (Maestro) to deliver personalized digital experiences across multiple channels for clients like PSV, Odido, NS International, and Nationale Nederlanden.
Differentiator
Problem solved
Functional benefit
Products and services
- XperienCentral Enterprise-grade Content Management System (CMS) built and sold by GX. It supports in-context editing, headful, headless, and hybrid deployment configurations, and integrates with CRM, marketing automation, and analytics tools to enable multi-channel publishing. Named CMS of the Year 2025. Sold to enterprise clients (banks, insurers, media companies, sports clubs, government, education) primarily in the Netherlands and EMEA.
- Engatta GX's proprietary marketing automation and personalization platform that powers AI-driven real-time personalization, predictive scoring, look-alike modeling, dynamic segmentation, and next-best-action orchestration. Sold to enterprise clients as part of the composable digital CX architecture.
- BlueConic CDP Implementation Services End-to-end professional services for BlueConic Customer Data Platform — covering customer data strategy, first-party data architecture, consent management, data hygiene and governance, MarTech integration, lifecycle orchestration, AI-driven personalization, RFM/CLV modeling, email automation, segmentation, and AI Workbench look-alike modeling. Delivered by 25+ certified BlueConic Experts (25 certified BlueConic Experts per source) as project-based or retainer engagements to enterprise clients across Banking & Insurance, Retail, Media, Telecom, Government, Sports, and Education.
- Digital Customer Experience Delivery Services (Design to Engage / Build to Scale / Deliver to Perform) End-to-end digital customer experience professional services delivered by in-house specialists across three practice areas: Design to Engage (UX/UI design and data-driven personalization strategy), Build to Scale (composable architecture and platform implementation), and Deliver to Perform (platform management, managed services, and ongoing optimization). Sold to enterprise clients as project or retainer engagements.
- BlueConic Training & Enablement Training courses and masterclasses for BlueConic delivered at all user levels (open enrollment and in-company), along with masterclasses on CDP strategy, customer journey mapping workshops, and use case development. Designed to build internal product and digital business knowledge within client organizations.
Quantifiable outcome
- 85% of Odido's customer journeys influenced by GX's Maestro real-time orchestration platform, improving engagement, conversions, and customer satisfaction.
- +4 more outcomes
Companies that use GX
Customer profileNamed customers14 records
Segments7 records
Ideal customer profiles5 records
GX technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability10 records
Feature6 records
GX partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- Happy HorizoncoreGX joined Happy Horizon in July 2023 as an independent subsidiary. Happy Horizon is a full-service digital marketing agency group. The acquisition provided GX access to a broader multidisciplinary team and strengthened its position within Development & Technology and Data & Automation services. GX retains its own daily management, brand name, and operational independence while benefiting from Happy Horizon's group resources and cross-selling opportunities. GX serves ~150 clients including PSV and Fontys, who are shared accounts between GX and Happy Horizon.
- BlueConicflagshipGX is the only Platinum BlueConic Partner in the EMEA region, with over 10 years of experience, 25 certified BlueConic Experts, and 100+ successful BlueConic implementations. BlueConic is the CDP platform at the core of GX's data services. The partnership covers customer data strategy consulting, CDP implementation, first-party data architecture, consent management setup, MarTech integration, lifecycle orchestration, AI-driven personalization, RFM/CLV modeling, and team training/enablement. GX is recognized as a Platinum-level implementation, training, and managed services partner.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
GX competitors and assessment
Company assessmentEmerging players
- mParticle: Composable CDP targeting customer data unification, real-time personalization and journey activation. Comparable as an alternative technology foundation that implementation partners wrap with CX delivery services for similar enterprise buyers.
- Contentful: Headless CMS platform pursuing composable, API-first content management for mid-market and enterprise. Comparable as an alternative foundation for the same digital experience architecture GX designs and integrates.
Broad incumbents
- Adobe Experience Cloud: Adobe's enterprise martech suite (AEM, RT-CDP, Journey Optimizer) competing directly with XperienCentral plus BlueConic plus Maestro. Comparable in targeting enterprise CX buyers across banking, insurance, media and retail with composable personalization solutions.
- Optimizely: CMS plus experimentation and personalization platform competing in the same digital experience category. Similar enterprise go-to-market with content management, A/B testing and audience targeting that overlaps with GX's Engatta and XperienCentral plays.
- Sitecore: Enterprise CMS and digital experience platform vendor competing with XperienCentral. Overlaps with GX in CMS-led personalization, composable architecture and hybrid headless deployments for regulated enterprises in EMEA.
- VML (WPP): Global brand experience and martech agency under WPP delivering CX design, CDP implementation and digital transformation for enterprise clients. Comparable on enterprise martech services GTM and depth in personalization/composable architecture.
- BlueConic: The customer data platform vendor at the center of GX's services portfolio. Comparable as the platform partner GX implements; direct overlap in CDP functionality and personalization capabilities via AI Workbench, though BlueConic distributes software directly while GX wraps it with professional services.
- Capgemini Invent / Salesforce practice: Large consulting and systems integrator delivering CDP and customer experience transformation programs (Marketing Cloud, Data Cloud, Adobe). Comparable at the enterprise services layer — large-scale CX, martech integration and personalization delivery — competing for similar EMEA enterprise RFPs.
Direct peers
- Dept Agency: Netherlands-headquartered digital agency providing martech implementation, CX, personalization and content engineering services to similar enterprise clients in EMEA. Directly comparable on GTM (sales-led, project-based), customer base (large European brands) and capability stack (composable architecture, CDP/CMS integration).
- Tealium: Independent customer data platform vendor often implemented alongside CMS and journey orchestration stacks. Overlaps with GX's CDP implementation services and competes for the same first-party data, consent and personalization use cases in EMEA enterprises.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
GX social profiles
Digital presenceGX compliance and trust
Trust signalCompliance2 records
GX financial estimates
Financial estimateRevenue estimate
Valuation estimate
GX leadership team
Management profileNumber of profiles
Profiles2 records
GX funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GX M&A and investment
M&A and investmentM&A
Investments3 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GX
What does GX do?
GX develops and operates a digital customer experience platform that integrates content management (via the proprietary XperienCentral CMS), customer data unification (via BlueConic CDP implementation), and real-time personalization/automation (via Engatta and Maestro). The company delivers end-to-end digital CX services including UX design, composable architecture implementation, data strategy, and campaign activation for enterprise clients across Banking & Insurance, Retail, Media & Publishing, Sports & Entertainment, Government, and Education verticals, primarily in the Netherlands and EMEA.
Is GX a public or private company?
GX is a private company. It is classified as corporate owned and is currently operating.
When was GX founded?
GX was founded in 1996. It employs 101 to 250 people.
Where is GX based?
GX is headquartered in Nijmegen, Netherlands, in the Europe region.
How does GX make money?
Four revenue lines are on record. Platform Licensing (XperienCentral, Engatta) is the primary driver. The others are blueConic Implementation & Managed Services, digital Customer Experience Consulting & Delivery and training & Enablement.
Who are GX's main competitors?
Emerging players on record are mParticle and Contentful. Broad incumbents are Adobe Experience Cloud, Optimizely, Sitecore, VML (WPP), BlueConic and Capgemini Invent / Salesforce practice. Direct peers are Dept Agency and Tealium.
Does GX have an API?
No public API is recorded for GX.
What industry is GX in?
GX's product category is Digital Customer Experience Platform. Its primary akta.pro industry code is BPAHAEAC, Customer Experience (CX) & Digital Experience, with a secondary code of MPAAAFAI, Customer Experience (CX) & Journey Strategy. Its NAICS code is 541512 and its SIC code is 7370.