Waada
Waada The Movement is a Netherlands-based consultancy that supports large enterprises with ICT-driven transformations through two brands: Prowareness (agile and change transformation advisory) and DevOn (software development, Cloud, AI, and DevOps implementation). Acquired by emagine in March 2026.
- Company typePrivate
- Founded2010
- HeadquartersDelft, Netherlands
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Waada does
Waada The Movement (Waada) is a Netherlands-headquartered consultancy that helps large enterprises execute ICT-driven transformations by pairing organizational change management with hands-on technical implementation. The firm operates through two wholly-owned brands: Prowareness, which delivers agile and change transformation advisory, consulting, and training services (including customized programs for clients such as ASML's Scrum Masters and Product Owners), and DevOn, which provides software development, Cloud, AI, and DevOps implementation services supported by an offshore engineering hub in India.
Waada's business model is professional-services based: revenue is generated through project, retainer, and managed-delivery engagements priced individually for enterprise clients, with no disclosed public pricing. The go-to-market is enterprise field sales, targeting organizations undergoing digital, agile, or AI transformations. The company employs approximately 400 professionals distributed across the Netherlands, the United Kingdom, and India, and holds ISO 9001 (quality) and ISO 27001 (information security) certifications supporting its enterprise procurement posture.
In March 2026, Danish consulting firm emagine completed its acquisition of Waada, which contributed approximately €40 million in annual revenue and materially expanded emagine's engineering capacity in India. Following the close, Prowareness (transformation advisory) and DevOn (engineering delivery) were folded into emagine's unified 13-country, 500+-client global operating model, ending Waada's standalone identity.
Waada firmographics
Firmographics- Name
- Waada
- Legal name
- Waada The Movement
- Website
- https://waada.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Acquired
- Headcount range
- 251–500 employees
- Short description
- Waada The Movement is a Netherlands-based consultancy that supports large enterprises with ICT-driven transformations through two brands: Prowareness (agile and change transformation advisory) and DevOn (software development, Cloud, AI, and DevOps implementation). Acquired by emagine in March 2026.
- Ownership category
- akta.pro rank
Waada industry classification
Industry- Product category
- IT and Digital Transformation Consulting Services
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Management Consulting Services (8742), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Managed Application Platforms (App PaaS & Runtime Services) (HDABAAAD)
Keywords
Where Waada is headquartered
LocationHeadquarters
- HQ city
- Delft
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Waada business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Consulting Services: Professional consulting services for business transformation, agile coaching, and change management through Prowareness brand.
- Software Development Services: Custom software development and technology delivery through DevOn brand, including AI adoption and digital engineering.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Waada product offering
Product offeringCore offering
Waada the Movement is a Netherlands-based consultancy that guides organizations through ICT-driven transformations such as AI adoption, digitalization, and agile transformations. It operates through two wholly-owned service brands: Prowareness (agile and change transformation advisory, consulting, implementation, and training) and DevOn (high-end software engineering and technology delivery specializing in Cloud, AI, and DevOps implementations with an offshore hub in India).
Product overview
Waada The Movement is a Netherlands-based consultancy specializing in ICT-driven transformations, comprising two main brands: Prowareness and DevOn. Prowareness provides agile and change transformation consulting, implementation, and training services. DevOn delivers high-end engineering and technology services, specializing in Cloud, AI, and DevOps implementations. The organization guides organizations through ICT-driven changes including AI adoption, digitalization, and agile transformations, optimizing both organizational aspects (roles, teams, competencies) and technical components (tools, AI, and DevOps).
Differentiator
Problem solved
Functional benefit
Brands
- Prowareness: Agile and change transformation advisory business helping organizations transform to agile working methods through consulting, implementation and training.
- DevOn
- Thoughtleaders Network
Products and services
- Prowareness An agile and change transformation service brand that helps organizations move to agile working methods through consulting, implementation, and training programs for enterprise clients.
- DevOn A software development services brand specializing in Cloud, AI, and DevOps implementations that optimizes organizational development processes, with an offshore delivery hub in India.
Companies that use Waada
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Waada technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature1 record
Waada partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- emaginecoreemagine completed the acquisition of Waada The Movement on March 9, 2026. Waada consists of Prowareness (senior-led transformation advisory) and DevOn (high-end engineering delivery). The acquisition adds approximately €40 million in annual revenue and triples emagine's engineering capacity in India.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Waada competitors and assessment
Company assessmentBroad incumbents
- Infosys: Global IT services leader with deep offshore delivery (India-heavy) — directly comparable to DevOn's nearshore/offshore engineering model and increasingly competes for European Agile/Cloud transformation mandates at lower price points.
- Accenture: World's largest consultancy with deep Cloud, AI, and digital transformation practices — competes for the same enterprise transformation wallet as Waada, but at vastly greater scale and with proprietary platform assets (myConcerto, etc.) Waada cannot match.
- Slalom: US-headquartered technology consultancy focused on business transformation, Cloud, and data engineering — comparable in size and integrated advisory-plus-delivery orientation to Waada, but primarily operating in North America with overlapping service offerings.
- Deloitte Digital: Big Four advisory arm offering strategy, technology implementation, and managed services — overlaps with Waada on enterprise Cloud and digital transformation, but as a much broader portfolio player serving regulated industries and large-scale programs.
- Capgemini: Global IT services giant covering consulting, Cloud, and digital engineering at massive scale — competes with Waada for enterprise Agile/DevOps/Cloud transformation mandates, but operates across a much broader portfolio that also includes infrastructure outsourcing and business process services.
Direct peers
- Xpirit: Dutch/Microsoft-focused consultancy specializing in Azure Cloud, DevOps, and AI engineering delivery — a near-direct peer to DevOn's Cloud/AI engineering practice, with overlapping Benelux enterprise customers and similar offshore engineering extension.
- Thoughtworks: Global technology consultancy with Agile DNA delivering custom software, Cloud, and AI engineering — the canonical scaled example of an integrated advisory-plus-delivery model that Waada aspires to emulate, with overlapping service lines and similar enterprise buyer profiles.
- Xebia: Dutch-headquartered IT consultancy specializing in Agile, DevOps, Cloud, and data engineering — directly comparable to Waada in both geography (Benelux) and service mix (advisory + delivery), and frequently a competitor for the same enterprise Agile transformation mandates.
- Adaptavist: Global Atlassian Platinum partner offering Agile/DevOps consulting, tooling, and managed services — directly comparable to DevOn's engineering delivery practice and Prowareness's Agile transformation work, especially in European enterprise accounts.
- Valiantys: European Atlassian-focused consultancy providing Agile coaching, tooling implementation, and IT service management — closely overlapping Prowareness's Agile advisory business and serving similar enterprise transformation buyers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Waada social profiles
Digital presenceWaada compliance and trust
Trust signalCompliance2 records
Waada financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waada leadership team
Management profileNumber of profiles
Profiles5 records
Waada subsidiaries and ownership
Company hierarchySubsidiaries2 records
Waada funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waada M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Waada
What does Waada do?
Waada the Movement is a Netherlands-based consultancy that guides organizations through ICT-driven transformations such as AI adoption, digitalization, and agile transformations. It operates through two wholly-owned service brands: Prowareness (agile and change transformation advisory, consulting, implementation, and training) and DevOn (high-end software engineering and technology delivery specializing in Cloud, AI, and DevOps implementations with an offshore hub in India).
Is Waada a public or private company?
Waada is a private company. It is classified as corporate owned and is currently acquired.
When was Waada founded?
Waada was founded in 2010. It employs 251 to 500 people.
Where is Waada based?
Waada is headquartered in Delft, Netherlands, in the Europe region.
How does Waada make money?
Two revenue lines are on record. Consulting Services are the primary driver. The others are software Development Services.
Who are Waada's main competitors?
Broad incumbents on record are Infosys, Accenture, Slalom, Deloitte Digital and Capgemini. Direct peers are Xpirit, Thoughtworks, Xebia, Adaptavist and Valiantys.
Does Waada have an API?
No public API is recorded for Waada.
What industry is Waada in?
Waada's product category is IT and Digital Transformation Consulting Services. Its primary akta.pro industry code is HDABAAAD, Managed Application Platforms (App PaaS & Runtime Services). Its NAICS code is 5182 and its SIC code is 8742.