Destino

What Destino does

Destino AS is a privately held Norwegian technology company headquartered in Sandnes, established in 1992 (the firmographic record also references 2003, but multiple sources confirm operations since 1992 at Strandgata 117). The company builds and operates three interconnected proprietary products: Destinet, a visual CMS used by approximately 1,000 Norwegian websites with multi-site administration and a shared media database; Exposer, a data-driven digital signage system deployed on more than 800 screens with integrations to Office 365, Google G Suite, PowerBI, Qlik, Salesforce, NRK, VG, Finn.no, Vy, Avinor, weather, and local transport feeds; and Destino Nettbutikk, a cloud-based PaaS e-commerce platform built on Destinet with Klarna and Vipps payment processing and connectors to PIM, order management, logistics, and accounting systems.

The business combines one-time professional services revenue (custom website design, development, branding, packaging, and visual identity projects for Norwegian SMEs) with recurring subscription revenue (annual Exposer screen licenses and Destino Nettbutikk subscriptions). Delivery is supported by an in-house Sandnes team for client-facing work and a wholly-owned development office in Ho Chi Minh City, Vietnam, with 14 developers handling programming and technical implementation since 2011. The named customer base spans enterprise accounts (Lyse, ACONA, Hinna Park, iSandnes, Krona Brygge) and SMB/startup accounts across real estate, hospitality, energy, food and beverage, healthcare, retail, and oil and gas, indicating broad horizontal segmentation within Norway.

Name

Destino

Legal name

Destino AS

Website

https://desti.no

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Destino AS is a Norwegian technology company that builds and operates the proprietary Destinet CMS (powering ~1,000 websites), Exposer data-driven digital signage (800+ screens), and Destino Nettbutikk e-commerce platform, serving Norwegian SMEs and select enterprises with website, digital signage, branding, and e-commerce solutions delivered from Sandnes and Ho Chi Minh City.

Ownership category

akta.pro rank

Product category

Web Content Management Software

NAICS

Software Publishers (513210), Graphic Design Services (541430)

SIC

Services-Prepackaged Software (7372)

akta.pro industry

PRIMARYMPAHAJAA

OTT Platform CMS & Content Operations (Catalog, Scheduling, Workflows)

Media, Entertainment & Sports/Media Technology & Services (Post-Production, VFX, Animation, Streaming Infrastructure)/OTT/Streaming Platform Technology (CMS, Player SDKs, Apps)

SECONDARYMPACAIAJ

White-Label/Hosted Publishing Platforms

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Digital Publishing Platforms (Blogging/Newsletters)

Keywords

• Content management system
• Digital signage software
• E-commerce platform
• Web development services
• Visual cms platform

Headquarters

HQ city

Sandnes

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Digital Signage Licenses (Exposer): License-based revenue model per screen, billed annually. One license covers one player device connected to one or more screens showing the same content. Revenue is recurring as licenses are renewed annually.
2. Web Development Services: Custom website design and development services using proprietary Destinet CMS platform. Includes visual identity, marketing materials, and content creation. One-time project revenue.
3. E-commerce Platform Services: Cloud-based e-commerce platform subscription and setup services. Includes SEO optimization, payment processing integration, and ongoing support.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Destino develops and sells three proprietary software platforms—Destinet (a visual CMS for websites), Exposer (a data-driven digital signage system), and Destino Nettbutikk (a cloud-based e-commerce solution)—and provides associated web development, design, visual identity, and content production services. The platforms share a common technology base refined over 30 years and integrate with 20+ external systems including Office 365, Google G Suite, PowerBI, Qlik, social media, and transportation data.

Product overview

Destino is a technology company that has operated since 1992, developing in-house technology solutions. The company offers three interconnected products: (1) Destinet - a visual CMS platform for website development and management, serving approximately 1000 websites; (2) Exposer - a data-driven digital signage system powering over 800 screens with dynamic content; and (3) Destino Nettbutikk - a cloud-based e-commerce solution built on Destinet technology. All products are developed using the same core technology platform, enabling seamless integration between website management and digital signage. The company has teams in Sandnes, Norway and Ho Chi Minh City, Vietnam with 14 developers.

Differentiator

Problem solved

Functional benefit

Brands

• Destinet™: Proprietary visual CMS tool for developing and editing websites.
• Exposer™
• Destino Nettbutikk

Products and services

• Destinet Visual CMS tool for developing and editing websites, enabling users to manage multiple sites from a single dashboard, share content via built-in media database, schedule publishing, undo changes, and apply built-in SEO optimization. Targeted at Norwegian businesses needing an easy-to-use, self-editable website platform.
• Exposer Digital Signage Data-driven digital signage system that displays dynamic content on screens with automatic updates from social media, news services, weather, transportation, Office 365, Google G Suite, PowerBI, Qlik, Salesforce, and internal data systems. Licensed per screen (player device) with annual billing. Targeted at Norwegian enterprises and organizations needing integrated, automated digital signage.
• Destino Nettbutikk Cloud-based Platform-as-a-Service e-commerce solution built on Destinet, offering SEO-friendly features, integrated marketing tools, modular design without coding, payment processing via Klarna and Vipps, GDPR-compliant Google Analytics, and integrations for PIM, order management, logistics, and accounting systems. Targeted at Norwegian businesses seeking a turnkey online store.
• Web Development Services Custom website design, development, and content creation services using the Destinet CMS platform. Includes visual identity, marketing materials, and content production. Delivered as project-based engagements by Destino's Norwegian and Vietnamese teams. Targeted at Norwegian businesses needing a complete website build rather than self-service.
• Graphic Design and Visual Identity Services Visual identity, graphic profile, logo design, packaging design, 3D illustrations, and video production services delivered alongside Destinet website builds. Targeted at Norwegian businesses needing brand identity and marketing materials as part of their digital presence project.

Quantifiable outcome

• ~1000 websites using Destinet platform across Norway
• +1 more outcomes

Named customers12 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

Feature3 records

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• BrightSign: Global market leader in media players and software for digital signage networks. The closest direct competitor to Exposer as a data-driven digital signage platform with integrations to third-party data sources and per-device licensing.
• SiteVision: Swedish-headquartered CMS platform and digital services firm. The closest direct competitor to Destinet as a Nordic hosted-publishing CMS, serving public-sector and enterprise customers in Sweden — directly comparable geography, product, and customer profile.
• WP Engine: US-based managed WordPress hosting and digital experience platform serving SMBs and enterprises. Directly comparable to Destinet as a hosted, subscription-based CMS plus web platform — though it competes on a different CMS stack (WordPress) and primarily in international markets.

Broad incumbents

• Sitecore: Global enterprise CMS and digital experience platform. A much larger, broader incumbent that competes with Destinet for digital presence use cases in Norwegian enterprises — same product category, vastly different scale and target segment.
• Optimizely: Global digital experience platform combining CMS, commerce (including a Nettbutikk-like e-commerce module) and experimentation. Directly overlaps with Destinet and Destino Nettbutikk as a broader CMS/commerce suite serving SMB and mid-market customers.
• Samsung VXT (formerly Cisco Vision): Cloud-based digital signage CMS and player platform from Samsung, descended from Cisco's digital signage business. A large incumbent in the same category as Exposer, with global reach and a partner-integrated content ecosystem.

Regional players

• Bouvet ASA: Norwegian digital consultancy with ~2,400 employees across Norway and Sweden, providing web, CMS, design and digital signage-adjacent services to Norwegian public and private clients. Competes with Destino for the same Norwegian enterprise and municipality web/digital mandates.
• Knowit AB: Nordic digital consultancy with strong presence in Norway, Sweden, Finland and Denmark, offering web, e-commerce and digital experience services. Comparable end-market and Nordic delivery footprint; overlaps with Destino on web/digital projects but lacks a proprietary CMS/signage platform.
• Webstep ASA: Norwegian IT consultancy listed on Oslo Børs delivering custom development, CMS and digital workplace solutions to Norwegian enterprises. Comparable Norwegian customer base and IT-services delivery model, though Webstep does not own a CMS platform like Destinet.
• Itera ASA: Norwegian/Nordic technology and consulting group delivering digital services, web platforms and e-commerce across the Nordics, the Baltics and the UK. Comparable Nordic customer base and custom digital platform delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/DestinoNorway
• LinkedInlinkedin.com/company/destino

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Destino