What ICEmobile does

ICEmobile (legal entity: Icemobile Agency B.V.) is a Dutch mobile app solutions agency founded in 2002 and headquartered in Amsterdam, with a regional office in Hong Kong. The firm operates three integrated service lines for enterprise clients: App Development (frontend and backend engineering, UX/UI design, e-commerce integration, system scaling), Loyalty Campaigns (gamified in-app marketing, personalized rewards, missions, leaderboards, behavioral analytics), and Tech Solutions (legacy system modernization, cloud migration, CI/CD automation, third-party integrations). Underpinning the loyalty offering is a proprietary platform refined over 20+ years, with pre-built plug-ins for rewards management, real-time data insights, and basket calculations that integrate into client apps without disrupting their core roadmaps.

The company's commercial model is professional services-based, delivered through lean dedicated teams of 7-11 experts per engagement. GTM is exclusively direct enterprise sales targeting corporations, retailers, and customer-oriented organizations, with no self-serve or marketplace channels. Pricing is project-based and quote-driven; no public pricing exists. Documented enterprise customers include ABN AMRO (12-year partnership; mobile banking app serving 3.7 million users with a 4.6 app-store rating), OXXO (7-year partnership; 16+ delivered campaigns including an F1 game delivered in 8 weeks), Kruidvat (loyalty app redesign with Shake & Win across 1,250+ stores), 7-Eleven Hong Kong, and the Scene+ coalition (Cineplex, Scotiabank, Empire).

ICEmobile is privately held with no disclosed external investors, no funding rounds, no M&A activity, and no parent company identified. Operating geographies span EMEA and APAC. The company is led by Business Director Hylke Tulp and Product Director Matthijs van Kesteren. Revenue is not publicly disclosed, and ownership commentary references affiliated entities without naming specific subsidiaries.

Name

ICEmobile

Legal name

Icemobile Agency B.V.

Website

https://icemobile.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

ICEmobile is a Dutch mobile app solutions agency serving enterprise retailers and banks with three integrated lines: full-cycle app development, gamified in-app loyalty campaigns, and legacy system modernization. Anchor clients include ABN AMRO (12 years) and OXXO (7 years).

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. App Development Services: Full-service mobile app development covering frontend, backend, UX/UI design, and system integration for enterprise clients. Project-based engagements with dedicated teams of 7-11 experts.
2. Loyalty Campaign Services: In-app marketing campaign development including gamification strategy, behavioral analytics, and omnichannel loyalty program execution. Ongoing campaign delivery and optimization.
3. Tech Solutions & Consulting: Technical consulting for legacy system modernization, cloud migration, CI/CD automation, and infrastructure scaling. Includes integration services for third-party tools and acquired systems.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

ICEmobile is a mobile solutions agency providing end-to-end mobile app development, gamified in-app loyalty campaigns, and technical consulting for enterprise clients in retail, convenience, banking, and consumer-brand sectors. Its core offering combines dedicated delivery teams with a proprietary loyalty platform, serving customers such as ABN AMRO (mobile banking), OXXO (convenience stores), Kruidvat (health/beauty), 7-Eleven Hong Kong, and Scene+ on multi-year engagements.

Product overview

ICEmobile is a mobile app solutions agency offering three integrated service lines: App Development (frontend/backend development, UX/UI design, legacy refactoring), Loyalty Campaigns (gamified in-app marketing, personalized rewards, behavioral analytics), and Tech Solutions (legacy modernization, cloud migration, CI/CD automation). Their proprietary Loyalty Platform and plug-ins, refined over two decades, handle loyalty mechanics and basket calculations. All three offerings work together to help brands create engaging mobile experiences that drive customer retention and measurable business results.

Differentiator

Problem solved

Functional benefit

Products and services

• App Development Services Full-service mobile app development covering frontend and backend development, UX strategy, legacy system refactoring, e-commerce platform integration, and system scaling. Teams of 7-11 seasoned experts deliver on time with lean methodology.
• Loyalty Campaigns In-app marketing campaigns featuring gamification, personalized experiences, challenges, leaderboards, and rewards. Focuses on driving customer engagement, retention, and measurable ROI including purchase frequency, basket size, and MAU growth.
• Tech Solutions Technical infrastructure and system modernization services including legacy system refactoring, third-party tool integration, cloud migration, CI/CD automation, and scalable infrastructure with auto-scaling and load balancing. Specializes in retail and banking sectors with 20+ years of experience.
• Loyalty Platform Proprietary loyalty platform handling all loyalty mechanics and basket calculations for end consumers. Includes plug-ins for rewards, real-time data insights, and seamless integration with client apps, refined over two decades.

Quantifiable outcome

• 3.7 million people using ABN AMRO's mobile banking app
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Antavo: Antavo is a pure-play SaaS loyalty cloud platform for retail and fashion brands. It is the closest direct peer to ICEmobile's proprietary Loyalty Platform, competing for the same enterprise loyalty program budgets, though Antavo is product-only whereas ICEmobile bundles platform with services and custom campaigns.
• Open Loyalty: Open Loyalty provides a headless loyalty engine and APIs for retailers and digital businesses. Comparable to ICEmobile's plug-in loyalty architecture; competes for the technology layer of enterprise loyalty programs where ICEmobile currently builds custom.
• Dept Agency: Dept is a large Dutch-headquartered digital agency with deep retail, financial services, and loyalty expertise. Direct peer given shared Dutch origin, similar customer segments (retailers, banks), and overlapping mobile app and loyalty campaign offerings.
• Valtech: Valtech is a global digital agency specializing in commerce, data, and customer experience for retail and financial services. Direct peer given overlapping service portfolio (mobile apps, personalization, loyalty) and shared European roots and enterprise client base.

Emerging players

• Yotpo: Yotpo provides loyalty, reviews, SMS marketing, and visual UGC as an integrated platform for retail and DTC brands. Adjacent/emerging peer to ICEmobile's loyalty campaign offering, particularly for mid-market retailers seeking productized alternatives to custom builds.
• LoyaltyLion: LoyaltyLion is a loyalty platform focused on Shopify-based retail and DTC brands. Emerging player adjacent to ICEmobile's loyalty platform; less enterprise-grade but represents the productized competition for mid-market retailer budget.

Broad incumbents

• MediaMonks (S4 Capital): MediaMonks is a large global digital production and content agency that competes for enterprise mobile app, loyalty, and digital engagement work. Broader incumbent with significantly larger scale and full-funnel capabilities versus ICEmobile's boutique positioning.
• Globant: Globant is a global digital and cognitive transformation consultancy with strong retail and banking practices. Competes with ICEmobile for larger enterprise digital builds and loyalty platform engineering work, offering significantly broader geographic delivery.
• Accenture Song: Accenture Song is the digital creative and customer experience arm of Accenture, serving global retail and banking enterprises with mobile, loyalty, and personalization at scale. Represents the large incumbent competitor ICEmobile most often faces in enterprise RFPs.
• Mirum (Wunderman Thompson Commerce): Mirum is a global digital experience agency within WPP, with strong commerce, mobile, and loyalty capabilities for retail brands. Broader incumbent competing for the same retail and loyalty campaign mandates ICEmobile pursues.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/icemobile
• Xx.com/icemobile
• Facebookfacebook.com/icemobileamsterdam

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 ICEmobile