What Luminary does

Luminary is a full-service digital agency founded in 1999 and headquartered in Melbourne, Australia, with additional offices in Sydney and Bali/Indonesia. The company operates as Luminary Digital Pty Ltd, an independent private firm led by CEO and Founder Marty Drill, Managing Director Adam Griffith, and CTO Andy Thompson. With 51-100 employees, Luminary delivers end-to-end digital services including digital strategy, discovery, UX and product design, web development, content services, SEO, Generative Engine Optimisation (GEO), data and analytics, and ongoing support and maintenance, structured around a proprietary three-stage Explore-Build-Grow engagement framework.

The agency's core technical differentiator is elite-tier platform specialisation across the major Digital Experience Platform (DXP) and headless CMS ecosystems: Optimizely Platinum Partner, Umbraco Platinum Partner (first and only in Australia and a Contributing Partner), Kontent.ai Premium Partner (one of only four worldwide), Contentful Silver Partner, Kentico Gold Partner (since 2008), and Sitecore Silver Partner. Luminary employs multiple platform MVPs and is recognised for composable DXP architecture, helping enterprises avoid monolithic vendor lock-in by integrating best-of-breed microservices. Services are delivered on a quote-based, project-by-project pricing model with multi-year contracts and recurring support retainers.

The client base is enterprise-weighted and vertically diversified, including Melbourne Airport, Melbourne Cricket Club, BYD, Clipsal by Schneider Electric (client since 2013), UNICEF Australia, Nintendo, Suncorp, Officeworks, Netwealth, and Pearson Australia. Acquisition is driven by direct consultative enterprise sales, partner referral channels through CMS platform vendors, and a content-led marketing engine. Notable client outcomes include Fleet Plant Hire achieving 99.75% docket accuracy through digital transformation (client since 2004) and Pearson Australia Schools reducing superfluous content by 40-50%. Luminary is B Corp certified since 4 March 2021 and is a Supporting Partner of Beyond Blue.

Name

Luminary

Legal name

Luminary Digital Pty Ltd

Website

https://luminary.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Luminary is a full-service Australian digital agency founded in 1999, serving enterprise clients across government, financial services, retail, healthcare, and nonprofits with digital strategy, UX design, web development, and composable DXP/headless CMS implementations across Optimizely, Umbraco, Kontent.ai, Contentful, Kentico, and Sitecore platforms.

Ownership category

akta.pro rank

Product category

Digital Agency Services

NAICS

Computer Systems Design and Related Services (54151), Custom Computer Programming Services (541511)

SIC

Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)

akta.pro primary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

akta.pro secondary industry

Enterprise Application UX, Portals & Low-Code Extensions (BPAEAGAM)

Keywords

• Digital strategy consulting
• Ux design services
• Web development agency
• Headless cms implementation
• Composable dxp solutions

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Agency Professional Services: Luminary generates revenue through project-based and retainer-based professional services engagements, offering digital strategy, UX design, web development, CMS implementation, content services, SEO, analytics, and ongoing support and maintenance. Revenue is derived from client projects spanning website builds, digital transformations, composable DXP implementations, and platform migrations. The agency operates on a quote-based pricing model with project proposals and service agreements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels12 records

Core offering

Luminary is a full-service digital agency providing digital strategy, UX design, web development, content services, SEO, data and analytics, and ongoing support for enterprise and mid-market clients. The agency specialises in implementing and integrating best-of-breed Digital Experience Platforms (DXP) and headless CMS platforms including Optimizely, Kentico, Sitecore, Umbraco, Kontent.ai, Contentful, and Contentstack. Services are delivered through its proprietary three-stage Explore-Build-Grow framework, producing websites, web applications, and comprehensive digital transformation programs.

Product overview

Luminary is a full-service digital agency founded in 1999, operating as a single unified service offering rather than a product company with separate modules. They provide end-to-end digital services including digital strategy, UX design, digital design, web development, SEO, data and analytics, and ongoing support. Their core differentiator is deep platform expertise across multiple DXP and headless CMS platforms including Kentico Xperience, Optimizely, Sitecore, Umbraco, Contentful, and Kontent.ai. They specialize in composable DXP architectures that combine best-of-breed microservices, as well as traditional CMS implementations. Services are delivered through their flexible three-stage 'Explore, Build, Grow' framework, supporting industries including education, tourism, health, manufacturing, financial services, government, charities, professional services, property/construction, and e-commerce/retail.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Strategy and Discovery Services Strategic consulting and discovery services that help clients define digital transformation initiatives, align technology investments with business outcomes, and conduct user research and market analysis before commencing design and development.
• UX Design Services User experience design services including user research, wireframing, prototyping, and usability testing to create intuitive digital experiences for enterprise and mid-market clients.
• Web Development Services Full-stack web development services building websites and web applications using modern frameworks including Jamstack, Next.js, and best-of-breed technologies.
• Content Services Content strategy and creation services including content modelling, copywriting, and content optimization for SEO and user engagement across digital platforms.
• Search Engine Optimisation and Generative Engine Optimisation SEO and GEO services to improve organic visibility from traditional search engines and optimise content discovery through AI-powered generative engines.
• Composable DXP Implementation Design and implementation of composable Digital Experience Platforms using best-of-breed microservices combined with headless CMS platforms, enabling clients to avoid monolithic vendor lock-in while achieving enterprise-grade digital experience capabilities.
• Digital Transformation Services Comprehensive digital transformation programs that modernise legacy systems, streamline operations, and create new digital experiences across web, mobile, and emerging channels.
• Ongoing Support and Maintenance Post-launch support, maintenance, and continuous improvement services to keep digital assets secure, performant, and up-to-date, providing recurring value to long-term clients.
• Kontent.ai Implementation Services Headless CMS implementation services for Kontent.ai, the headless CMS with native AI functionality. Luminary is a Kontent.ai Gold Partner and one of only four Premium Partners worldwide, home to Australia's only Kontent.ai MVPs.
• Umbraco Implementation Services Open source ASP.NET CMS implementation services on Umbraco. Luminary is Australia's first and only Umbraco Platinum Partner and Contributing Partner, with Umbraco MVPs on staff.

Quantifiable outcome

• Fleet Plant Hire achieved over 99.75% timesheet (docket) accuracy, improving invoicing and the bottom line through Luminary's digital transformation
• +3 more outcomes

Named customers23 records

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability3 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered minor, core and secondary.

• Beyond BlueminorOthers · 28 August 2023Luminary is a Supporting Partner of Beyond Blue, collaborating for better mental health outcomes across the Australian community. This is a corporate social responsibility partnership rather than a commercial one.
• ContentfulcoreTechnology or IntegrationLuminary is a Contentful Silver Partner Agency, with certified developers across Australia and Indonesia. Notable client implementations include Nintendo, Suncorp, Officeworks, and Rheem.
• Kontent.aicoreTechnology or IntegrationLuminary is one of only four Kontent.ai Premium Partners worldwide and a Gold Partner, recognised as a global leader in its implementation. Led by CTO Andy Thompson (Kontent.ai MVP) and Managing Director Adam Griffith (Strategy MVP), the team directly supported Kentico Software in building the initial Kontent.ai boilerplate and continues to test and refine the platform.
• UmbracocoreTechnology or IntegrationLuminary is Australia's first and only Umbraco Platinum Partner and Contributing Partner, with two Umbraco MVPs (Emmanuel Tissera and Mario Lopez) on staff. The agency was instrumental in establishing the Umbraco Cloud Australian data centre and delivered its first commercial customer. Hosts Melbourne meetups since 2017 and ran an education program in Sri Lanka with Umbraco HQ.
• OptimizelycoreTechnology or IntegrationLuminary is an Optimizely Platinum Partner, named ANZ Solution Partner of the Year in 2022, 2023, and 2025, and ANZ Optimizely One Partner of the Year in 2024. Certified developers across Kentico Xperience and Optimizely platforms.
• KenticocoreTechnology or IntegrationLuminary has been a Kentico Gold Partner since 2008, with extensive Kentico Xperience implementation experience. CTO Andy Thompson is a Kentico MVP.
• SitecoresecondaryTechnology or IntegrationLuminary is a Sitecore Silver Partner agency with certified Sitecore XM Cloud developers on staff.
• Microsoft AzuresecondaryTechnology or IntegrationLuminary leverages Microsoft Azure cloud infrastructure for client hosting, including Umbraco Cloud's Azure-based deployment and cloud migration projects (e.g., Fleet Plant Hire).

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Isobar (dentsu Creative): Isobar is a global digital agency network (part of dentsu) delivering digital experience, commerce, and platform implementation services. It is a comparable full-service digital agency competing for the same enterprise DXP/CMS transformation engagements, though operating at significantly larger global scale.
• Deloitte Digital Australia: Deloitte Digital is the digital creative and transformation arm of Deloitte, offering CMS/DXP implementation, customer experience design, and platform services to enterprise and government clients. It competes directly for large enterprise digital transformation work in Australia and APAC.
• Accenture Song (formerly Accenture Interactive): Accenture Song is Accenture's digital creative and technology services business, delivering end-to-end digital experience, commerce, and platform implementations globally. It directly competes with Luminary for large multi-year enterprise CMS/DXP engagements and bundles similar headless and composable DXP capabilities.
• AKQA: AKQA is a global design and innovation agency delivering digital strategy, experience design, and platform engineering for enterprise clients. It is comparable as a full-service digital agency serving enterprise clients with similar composable platform implementation capabilities.
• R/GA: R/GA is a global digital agency offering strategy, design, technology, and communications services for enterprise brands. It is comparable to Luminary as a full-service agency competing for similar enterprise digital experience engagements, though operating at larger global scale.

Direct peers

• ED. (previously DT): ED. is an independent Australian digital agency offering digital strategy, design, and platform implementation. It is one of Luminary's closest Australian direct competitors, serving similar mid-market and enterprise clients with comparable CMS/DXP implementation services.
• Thinkmill: Thinkmill is an Australian digital studio specializing in web app development, design, and CMS implementation. It is a direct peer in the Australian digital agency market, competing for similar enterprise platform engineering work at comparable scale.
• Reactive: Reactive is an Australian digital agency delivering UX design, web development, and CMS implementation services. It directly competes with Luminary for mid-market and enterprise digital experience projects in the Australian market.
• Sq1 (formerly Society): Sq1 is an Australian digital agency offering digital strategy, design, and platform implementation. It is comparable to Luminary as an independent Australian agency serving enterprise clients with similar digital experience and CMS/DXP capabilities.
• Affinity (formerly Affinity Response): Affinity is an Australian digital agency delivering digital strategy, creative, and technology services. It is a direct peer for mid-market and enterprise digital transformation work in Australia, with comparable full-service agency capabilities.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/LuminaryHQ
• Facebookfacebook.com/LuminaryHQ
• LinkedInlinkedin.com/company/luminaryhq
• Instagraminstagram.com/luminary_digital

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Luminary