What Nudgd does

Nudgd AB is a privately-held Swedish behavioral design and digital nudging company headquartered in Gothenburg and operating as a fully remote team of approximately ten people across multiple countries. The company was founded by CEO Katharina Paoli Brunat and CTO Ola Rynge, with deep applied behavioral science expertise led by Senior Behavioral Scientist Andrijana Musura Gabor and Behavioral Designer Helena Vlahinja Klauznicer. Nudgd's core offering is the Smart Nudges digital platform, which delivers personalized, timely nudges to users via mobile devices to drive measurable sustainable behavior change across mobility, waste and recycling, and energy conservation. The platform is built on behavioral science, choice architecture, and Randomized Controlled Trial (RCT) methodology, and includes specialized modules for Smart Nudges Mobility and Smart Nudges Waste & Recycling. Version 3.0, launched in 2026, adds enhanced AI integrations and platform extensibility.

The company operates a hybrid revenue model combining subscription SaaS licensing of the Smart Nudges platform, project-based advisory and consulting engagements, and education/training services via its Academy (including the CBO-as-a-Service embedded-expert offering launched in November 2023). Go-to-market is sales-led direct engagement with Swedish municipalities and large enterprises, supplemented by inside sales for mid-market, a self-serve digital channel, and partnership-driven expansion through EU programs such as EIT Urban Mobility and competition ecosystems (Toyota Sustainable Cities Challenge, RAPTOR, Zurich Innovation Championship). The Nudging Sweden community network and Living Lab partnerships (HSB Living Lab, Living Lab West) support community-led growth and real-world evidence generation.

Nudgd serves a diversified customer base that includes Swedish municipalities (Gothenburg, Uppsala, Helsingborg, Strängnäs, Region Gotland), housing and property companies (HSB, Familjebostäder, Bostadsbolaget, GoCo Health Innovation City), waste management organizations (Sysav, Avfall Sverige), retail (Rimi in Baltics), manufacturing (Essity Tork), and nonprofits (WWF). The company has expanded internationally into the Baltic states, Turkey (Konya pilot), Italy (Venice Toyota Challenge), Brazil (Curitiba), and earlier into India and Pakistan via UNICEF training collaborations. Funding is project-based through EU and foundation grants rather than equity investment rounds, and the company has received the Solar Impulse Efficient Solutions Label, Nudge Awards 2018 "Most Effective" category, European Startup Prize for Mobility Top 50 (2022), and the 2024 Mobility Action Award.

Name

Nudgd

Legal name

Nudgd AB

Website

https://nudgd.io

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Nudgd AB is a Swedish behavioral design company that builds the Smart Nudges digital platform and advisory services to help municipalities and enterprises drive measurable sustainable behavior change in mobility, waste, and energy.

Ownership category

akta.pro rank

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Smart Nudges SaaS Platform: Subscription-based SaaS platform providing behavioral nudging tools and programs to organizations. Revenue from platform licensing and usage.
2. Advisory Services: Behavioral science consulting and advisory engagements with organizations implementing sustainability programs.
3. Training Programs: Training collaborations including workshops and capacity building programs, such as the UNICEF training collaboration.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

Nudgd provides a digital behavioral change platform (Smart Nudges) that delivers personalized nudges to mobile users to drive sustainable behaviors in mobility, waste management, energy, and workplace settings. The company complements this SaaS platform with Advisory services for custom behavioral design projects and an Academy offering training, courses, and workshops. Customers are municipalities, large enterprises, housing companies, energy and waste organizations, and NGOs seeking measurable sustainability outcomes.

Product overview

Nudgd offers a portfolio of behavioral design solutions centered around the Smart Nudges digital platform, which includes specialized modules for mobility and waste & recycling. The platform is complemented by Advisory services for custom behavioral challenges, Academy educational offerings, and CBO-as-a-Service for embedded behavioral expertise. The company specializes in using behavioral science and nudging to make sustainable choices easy for employees, residents, customers, and communities.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Nudges Smart Nudges is Nudgd's digital behavioral change platform that delivers timely, personalized nudges to users via mobile devices to encourage sustainable behaviors across mobility, waste management, and energy conservation. It provides effortless automation, clear impact tracking, and personalized engagement for organizations seeking measurable sustainability outcomes.
• Advisory Services

Quantifiable outcome

• Reduced car use and increased sustainable mobility adoption among program participants
• +2 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• EIT Urban MobilitycoreStrategic or Co-development PartnerEIT Urban Mobility is a European Institute of Innovation and Technology initiative providing EU funding and co-funding for urban mobility projects. Nudgd has participated in EIT Urban Mobility-funded projects, leveraging the network and resources for scaling urban mobility nudging solutions across European cities.
• City of HelsingborgcoreStrategic or Co-development PartnerNudgd and the City of Helsingborg won the RAPTOR competition together, working on urban mobility and sustainability nudging programs. This partnership has been aflagship collaboration demonstrating municipal application of behavioral nudging.
• Toyota Mobility FoundationcoreStrategic or Co-development PartnerSelected as a finalist in the Toyota Mobility Foundation Sustainable Cities Challenge, positioning Nudgd within a global mobility innovation ecosystem. The partnership provides visibility and validation for Nudgd's mobility nudging solutions.
• Living Lab West (Drone Partners)minorStrategic or Co-development PartnerCollaboration with a network of drone and agriculture technology partners including Hushållningssällskapet Halland, Skyforest AB, Lonfield AB, HH Innovation AB, Flox Robotics AB, Together Tech AB, Unius Subtilitas AB, Tönnersjö Plantskola AB, and Munkagårdsgymnasiet. Partnership focused on innovative agricultural and environmental monitoring applications.
• HSB Living LabcoreStrategic or Co-development PartnerPartnership with HSB Living Lab, a collaborative research and innovation environment for sustainable housing. Nudgd participates in testing and validating nudging solutions in real housing environments.
• UNICEFminorGTM or Marketing PartnerTraining collaboration with UNICEF, delivering behavioral science training programs. This partnership extends Nudgd's reach into the humanitarian and international development sector.
• Avfall Sverige, Familjebostäder, BostadsbolagetcoreStrategic or Co-development PartnerWaste management project collaboration involving Avfall Sverige (Swedish Waste Management association), Familjebostäder (housing company), and Bostadsbolaget (housing company). Partnership focuses on recycling behavior nudging in residential settings.
• City of GothenburgcoreStrategic or Co-development PartnerActive partnership with the City of Gothenburg on urban sustainability and mobility programs. Nudgd has worked on municipal behavior change initiatives including sustainable mobility nudging.
• City of UppsalacoreStrategic or Co-development PartnerMunicipal partnership with the City of Uppsala for sustainability and mobility nudging programs.
• Sysav (Skåne)coreStrategic or Co-development PartnerPartnership with Sysav, the waste management company for Skåne region, on waste reduction and recycling behavior nudging programs.
• RimicoreStrategic or Co-development PartnerFood nudging partnership with Rimi (retail chain) in Baltic countries, focused on reducing food waste and promoting healthier food choices through behavioral nudging in retail environments.
• Region GotlandminorStrategic or Co-development PartnerPartnership with Region Gotland on sustainability and mobility programs for the island region.
• Strängnäs MunicipalityminorStrategic or Co-development PartnerMunicipal partnership with Strängnäs municipality for sustainability behavior programs.
• Konya, TurkeyminorStrategic or Co-development PartnerInternational pilot partnership in Konya, Turkey, extending Nudgd's geographic footprint and testing cross-cultural applicability of nudging approaches.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Greenly: Greenly is a carbon accounting SaaS platform that helps SMB and mid-market companies measure and reduce their carbon footprint. It targets an adjacent segment of the same enterprise sustainability buyer Nudgd addresses but focuses on footprint measurement rather than behavior-change programs.
• Sweep: Sweep is an enterprise sustainability management platform that helps companies map, reduce, and report on environmental impact across their value chains. It targets the same large-enterprise and mid-market ESG buyer as Nudgd's corporate segment, though Sweep focuses on carbon and ESG data rather than citizen/employee behavior change programs.

Direct peers

• Opower (Oracle Utilities Opower): Opower pioneered the use of behavioral science and personalized nudges (home energy reports) to drive utility customer behavior change on energy consumption. Acquired by Oracle in 2014, it is the closest historical analog to Nudgd's behavioral-nudging SaaS model applied to sustainability, with overlapping customer types (utilities, municipalities) and outcomes (energy reduction).
• Uplight: Uplight is a SaaS platform that helps energy utilities drive customer behavior change on energy efficiency, demand response, and electrification through personalized engagement and behavioral programs. It serves the same utility-and-municipal buyer as Nudgd and competes on the same behavioral-science-meets-SaaS premise, with deeper penetration in North American utilities.
• Bidgely: Bidgely is an energy AI platform that uses appliance-level disaggregation and behavioral insights to drive energy efficiency and customer engagement for utilities. It competes with Nudgd's Smart Nudges Mobility/Energy proposition for utility and energy-company buyers in Europe and globally.

Others

• ideas42: ideas42 is a nonprofit behavioral science design and consulting organization that applies insights from behavioral economics to social and environmental challenges including sustainability. It shares Nudgd's behavioral-science methodology (RCTs, choice architecture) and serves overlapping domains (energy, health, environment), though it operates as an advisory/consulting firm rather than a SaaS vendor.
• The Behavioural Insights Team: The Behavioural Insights Team (BIT) is a UK-based social purpose company applying behavioral science to public policy and program delivery. It shares Nudgd's RCT-driven approach to behavior change and operates in overlapping domains (sustainability, public services, citizen engagement), but is a consultancy rather than a SaaS platform.

Broad incumbents

• Persefoni: Persefoni is a climate management and accounting platform for enterprises to measure and manage their carbon footprint. It competes for enterprise sustainability software budgets alongside Nudgd, though Persefoni focuses on financial-grade carbon accounting rather than behavior-change interventions.
• Watershed: Watershed is an enterprise climate software platform offering carbon accounting, emissions reduction, and sustainability reporting for large corporates. It targets the same enterprise sustainability buyer as Nudgd but operates as a broad incumbent with significantly more capital, headcount, and a comprehensive platform rather than a behavior-change-focused point solution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nudgd
• LinkedInlinkedin.com/company/nudgd

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds3 records

Investors2 records

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 Nudgd