Tangent
Tangent is a London-based digital design and AI consultancy, acquired by Exadel in 2023, that builds AI-powered digital products, JAMStack platforms, and customer experiences for enterprise clients including SAP, UK Power Networks, REED, and New Balance, and for the UK public sector via CCS frameworks.
- Company typePrivate
- Founded2000
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Tangent does
Tangent is a London-headquartered digital design and AI consultancy founded in 2000, employing 101-250 people across offices in London, Poznan, Cape Town, Newcastle, and Cairo. The company was acquired by global AI engineering firm Exadel in 2023 in a multi-million-pound deal and received a further £5 million from Exadel in 2025 to establish a specialist AI, machine learning, and automation division. Tangent designs and builds AI-powered digital products and customer experiences for enterprise clients and UK public sector buyers, with named engagements including SAP Learning, UK Power Networks (platform serving 8 million people), REED, New Balance, The Ned, a global telecommunications client, a retail client, and The Travel Corporation. The firm is ISO 27001 and Cyber Essentials Plus certified, B Corp 'B Outstanding' certified, and an approved supplier on UK Crown Commercial Service frameworks TS4, DOS7, and AI DPS.
Tangent's core offerings include a structured 3-day AI Impact Workshop methodology, AI Concierge and conversational AI solutions, personalized recommendation engines, JAMStack and composable platform implementations, UX audits, usability testing, and growth/optimization services. The firm takes a vendor-agnostic approach to AI, working with GPT-4o, Claude 3.5 Sonnet, Gemini Pro, and Llama, and publishes thought leadership on GenUI, agentic experiences, AI benchmarks, and digital sustainability. Documented outcomes include 98%+ infrastructure cost reduction through JAMStack migration, <1g CO2 per page load, and rapid two-week website deployment.
Tangent operates as a professional services agency with project-based and multi-year retainer engagements, generating revenue through enterprise digital transformation, AI implementation, UX design, and government services. Distribution combines direct enterprise sales, content-led thought leadership, conference presence (including SXSW), gated white papers, and UK government procurement frameworks. Leadership comprises CEO Leigh Gammons (ex-WPP), CTO Andy Eva-Dale, COO Caroline Goodwin, and Chairman Oli Green, with additional strategy, design, and bid leadership across the EMEA offices.
Tangent firmographics
Firmographics- Name
- Tangent
- Legal name
- Tangent Marketing Services Limited
- Website
- https://tangent.co
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Tangent is a London-based digital design and AI consultancy, acquired by Exadel in 2023, that builds AI-powered digital products, JAMStack platforms, and customer experiences for enterprise clients including SAP, UK Power Networks, REED, and New Balance, and for the UK public sector via CCS frameworks.
- Ownership category
- akta.pro rank
Tangent industry classification
Industry- Product category
- Digital Design & AI Engineering Services
- NAICS
- Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- Records & Information Management (RIM) / Records Management (HDAEAGAC)
Keywords
Where Tangent is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Tangent business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Digital Agency Services: Digital product design, development, and consulting services for enterprise clients including UX design, AI implementation, platform development, and digital transformation projects. Revenue is generated through project-based engagements and retainer arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise digital transformation projects |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Tangent product offering
Product offeringCore offering
Tangent is a London-based digital design and AI engineering agency that delivers end-to-end digital product development, AI strategy and deployment, conversational AI solutions, and enterprise platform modernisation for large organisations and UK public-sector clients. Its core deliverable mix spans the AI Impact Workshop, AI strategy and intelligent experience design, JAMStack/composable platform builds, UX audits, usability testing, and growth optimisation, sold via custom project-based and retainer engagements.
Product overview
Tangent is a digital design and AI engineering agency that joined global AI engineering firm Exadel in 2026. Its core offering spans AI strategy, intelligent experience design, technology development, and AI product deployment. The flagship offering is the 3-day AI Impact Workshop for rapid AI concept development. Tangent also builds AI-powered sub-products including a Conversational AI Recruitment Assistant (for REED), an AI Concierge for telecommunications, and a Personalised Retail Recommendations engine. Broader services include UX Audit, Usability Testing, Growth & Optimisation, Composable Platforms/JAMStack development, and Government CCS Frameworks (TS4, DOS7, AI DPS) for public sector delivery. Tangent publishes thought leadership via the FutureCX Trends Hub and white papers on digital accessibility compliance and composable platforms.
Differentiator
Problem solved
Functional benefit
Products and services
- AI Impact Workshop A structured 3-day workshop that turns AI ambition into actionable delivery plans for enterprises, producing a prioritised opportunity map, co-designed future-state experience with storyboard and technical feasibility assessment, and a delivery outline with effort, sequencing, and indicative cost bands.
- AI Services End-to-end AI service portfolio covering AI strategy definition, intelligent experience design, evolving technology build, and AI product deployment, including conversational AI assistants, AI Concierge solutions, and personalisation engines for enterprise clients.
- Government CCS Frameworks Services Approved supplier services on UK Crown Commercial Service frameworks including Technology Services 4 (TS4), Digital Outcomes and Specialists 7 (DOS7), and AI Dynamic Purchasing System (AI DPS), enabling public-sector procurement of digital and AI services.
- UX Audit User experience audit service reviewing key user journeys across desktop and mobile to identify inconsistencies, dead-ends, and usability issues, delivered by external UX experts with a fresh perspective.
- Usability Testing User testing service that observes real users completing specific tasks on digital products, surfacing unmet needs through real-time observation and follow-up questioning.
- Growth & Optimisation Quantitatively-led growth and optimisation service using analytics tools (Google Analytics, Hotjar, Eyequant, VWO) to drive SEO, content, design, and technical improvements via a sustained long-term roadmap.
- Composable Platforms / JAMStack Development Composable digital experience platform development using JAMStack architecture with headless CMS (Contentful, ContentStack, Umbraco Heartcore), JavaScript frameworks (React, Vue.js, Angular), and microservices patterns, delivering improved performance, security, scalability, and developer experience.
Quantifiable outcome
- 98%+ infrastructure cost reduction
- +3 more outcomes
Companies that use Tangent
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Tangent technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability10 records
Feature5 records
Tangent partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ExadelcoreTangent joined global AI engineering firm Exadel in a multi-million pound deal, becoming 'an Exadel company.' This acquisition provides Tangent with expanded AI engineering capabilities, global delivery resources, and access to Exadel's technology partnerships while maintaining its brand identity and market positioning.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Tangent competitors and assessment
Company assessmentDirect peers
- R/GA: Global digital design and innovation agency with strong enterprise AI/transformation offering. Directly comparable to Tangent in combining design-led CX, AI prototyping, and multi-sector enterprise client work (R/GA has offices in London and global footprint similar to Tangent-via-Exadel).
- TPXimpact: UK-listed digital transformation consultancy serving both public sector (central government, NHS) and private enterprise. Most directly comparable UK peer on the public-sector/CCS framework axis where Tangent also has strong positioning.
- Dept: Global digital agency combining creative, engineering, and AI services for enterprise brands. Comparable in offering end-to-end digital product development, AI integration, and composable platform builds for enterprise clients across multiple verticals.
- Valtech: Global digital transformation agency specialising in composable platforms, data, and AI. Tangent and Valtech compete for similar enterprise composable-DXP and AI engagements, both with strong headless CMS/JAMStack credentials.
- AKQA: Design and innovation agency with comparable enterprise AI, customer experience, and digital product offering. Similar positioning around vendor-agnostic technology selection and outcome-driven engagements for global brands.
- Elsewhen: London-based digital consultancy specialising in AI, cloud, and product engineering for enterprises. Closest mid-sized UK direct competitor with comparable vendor-agnostic AI/build posture and enterprise client base.
- Thoughtworks: Global technology consultancy combining strategy, design, and engineering with strong AI/ML capability. Comparable in offering enterprise-grade custom software and AI implementation with a vendor-neutral, engineering-led approach.
- Engine Group (Transform): London-headquartered digital transformation agency (part of Engine/Publicis) serving UK enterprises and government with composable platforms, AI, and CX services. Closest UK-based direct competitor with overlapping enterprise and public-sector client mix.
Broad incumbents
- Wunderman Thompson Commerce: Global agency network (WPP-owned) offering enterprise digital transformation, CX, and commerce. Broader incumbent with overlapping enterprise digital capabilities but part of a much larger portfolio spanning marketing, advertising, and commerce.
- Accenture Song: Global consultancy's digital creative/experience arm offering enterprise AI, design, and platform builds at massive scale. Largest incumbent peer; competes for the same enterprise digital transformation budgets as Tangent but with vastly greater delivery capacity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Tangent social profiles
Digital presenceTangent compliance and trust
Trust signalCompliance2 records
Tangent financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tangent leadership team
Management profileNumber of profiles
Profiles11 records
Tangent funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tangent M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tangent
What does Tangent do?
Tangent is a London-based digital design and AI engineering agency that delivers end-to-end digital product development, AI strategy and deployment, conversational AI solutions, and enterprise platform modernisation for large organisations and UK public-sector clients. Its core deliverable mix spans the AI Impact Workshop, AI strategy and intelligent experience design, JAMStack/composable platform builds, UX audits, usability testing, and growth optimisation, sold via custom project-based and retainer engagements.
Is Tangent a public or private company?
Tangent is a private company. It is classified as corporate owned and is currently operating.
When was Tangent founded?
Tangent was founded in 2000. It employs 101 to 250 people.
Where is Tangent based?
Tangent is headquartered in London, United Kingdom, in the Europe region.
How does Tangent make money?
One revenue line is on record: digital Agency Services.
Who are Tangent's main competitors?
Direct peers on record are R/GA, TPXimpact, Dept, Valtech, AKQA, Elsewhen, Thoughtworks and Engine Group (Transform). Broad incumbents are Wunderman Thompson Commerce and Accenture Song.
Does Tangent have an API?
No public API is recorded for Tangent.
What industry is Tangent in?
Tangent's product category is Digital Design & AI Engineering Services. Its primary akta.pro industry code is HDAEAGAC, Records & Information Management (RIM) / Records Management. Its NAICS code is 54151 and its SIC code is 7371.