What Umain does

Umain is a Stockholm-headquartered digital product consultancy that designs, builds, and scales software products for enterprise clients and challenger brands. Founded in 2001 as Apegroup and rebranded under the Eidra collective in 2021, the firm operates from six offices — Stockholm, Gothenburg, and Malmö in Sweden; Oslo in Norway; London in the UK; and Chicago in the US — with roughly 130 designers, engineers, and product strategists representing 23 nationalities. Its service portfolio spans Product Strategy, Product Design (UX/UI, design systems, UX research), and full-stack Engineering across mobile, web, commerce, and ecosystems, with a more recently formalized AI Engineering offering structured as Shape it (2-week AI prototype sprints), Ship it (production autonomous agents), and Scale it (MLOps/LLMOps infrastructure).

Underlying delivery is built on a broad technology stack: Kotlin, Go, TypeScript, Python, React/Next.js, Node.js, Flutter for mobile, Ktor/Fiber/NestJS frameworks, infrastructure-as-code on AWS/GCP/Azure with Terraform, containerized CI/CD, and composable CMS platforms (Sanity, Contentful, Hygraph). AI delivery uses Mastra, Microsoft Agent Framework, and LangChain/LangGraph, alongside vector databases and RAG pipelines. Umain is ISO 27001:2022 certified and operates within the Eidra collective of 18+ companies and 1,200+ professionals.

Umain generates revenue exclusively through professional services engagements — custom, quote-based consulting projects delivered by multidisciplinary teams to enterprise clients. Named customers include Volvo, Polestar, Samsung, Spotify, Ericsson, HubSpot, Telia, Biamp, International, and Intrum. The firm reaches enterprise buyers through direct sales and senior-stakeholder engagement (CIOs and boards), supported by thought-leadership content (annual Insights Report, AI engineering articles), LinkedIn and Instagram presence, and a Teamtailor-powered careers portal used primarily for talent acquisition rather than client demand generation.

Name

Umain

Legal name

Umain AB

Website

https://umain.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Umain is a Stockholm-headquartered digital product consultancy with ~130 staff that designs, builds, and scales software products and AI engineering solutions for enterprise clients (Volvo, Polestar, Samsung, Spotify, Ericsson, HubSpot) and challenger brands, operating across Sweden, Norway, the UK, and the US as part of the Eidra collective.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Product Consulting Services: Professional consulting fees for digital product strategy, design, and engineering services. Engagements range from rapid prototyping sprints (2-week Shape it) to ongoing production development (Ship it) and long-term infrastructure build-out (Scale it). Projects span enterprise clients globally.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Umain is a digital product consultancy that delivers end-to-end product strategy, product design, and engineering services to help organizations shape, ship, and scale digital products. Its work covers product strategy, UX/design, full-stack engineering, native and cross-platform mobile apps, commerce platforms, websites, and digital ecosystems, with a recent emphasis on AI Engineering spanning the Shape It, Ship It, Scale It methodology.

Product overview

Umain is a digital product consultancy — not a software product company. It does not offer a single unified product or platform-plus-modules architecture. Instead, Umain delivers a structured portfolio of consulting and engineering services organized around three phases — Shape, Ship, and Scale — supported by end-to-end in-house capabilities in Product Strategy, Product Design, and Engineering. Within this portfolio, the AI Engineering service (comprising Shape It, Ship It, and Scale It phases) is the closest to a defined product offering. Additional named service lines include Native & Cross-Platform Mobile Apps, Commerce, Websites, and Ecosystems. All services are delivered by a team of 100+ designers, engineers, and product thinkers for bold brands and ambitious disruptors.

Differentiator

Problem solved

Functional benefit

Products and services

• Shape It (Product Strategy) Strategy engagement that helps organizations frame the right digital product problems, identify opportunities, and align stakeholders before committing to build. Targeted at leadership teams driving digital transformation or AI initiatives.
• Ship It (AI Engineering and Product Design) Design and engineering engagement that builds digital products end-to-end, including UX/design, full-stack engineering, native and cross-platform mobile apps, commerce platforms, websites, and digital ecosystems, with embedded AI Engineering. Intended for organizations moving from strategy into production delivery.
• Scale It (Platform and AI Operations) Operate-and-evolve engagement that scales shipped digital products through composable platform engineering, composable architecture assessment, and MLOps/LLMOps infrastructure. Targets teams that need long-term scaling and AI operations support.
• Product Design UX and product design service covering research, concept work, and product design for digital products, intended for product and design leaders seeking senior design capacity.
• AI Engineering Engineering service delivering AI-powered product capabilities, agent-based architectures using Mastra, Microsoft Agent Framework, and LangChain/LangGraph, plus AI readiness assessment and data architecture. Aimed at organizations operationalizing AI inside their products.
• Native and Cross-Platform Mobile Apps Engineering of native and cross-platform mobile applications as part of broader digital product engagements. Targets product teams building consumer or enterprise mobile experiences.
• Commerce Platforms Implementation of composable commerce platforms and digital storefronts for retail and direct-to-consumer brands, including composable architecture assessment and replatforming. Serves e-commerce and retail organizations seeking to modernize or scale their commerce stack.
• Websites Design and engineering of marketing and product websites as part of digital product engagements. Targets marketing, brand, and product teams needing integrated web delivery tied to broader product strategy.
• Digital Ecosystems Engineering of connected digital ecosystems that link multiple products, services, and partner experiences. Targeted at organizations operating multi-product or partner-driven digital strategies.

Quantifiable outcome

• 50M+ monthly active users and 400M+ total app downloads across client products
• +3 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature5 records

Partnerships

One partnership is on record.

• EidracoreStrategic or Co-development PartnerUmain is a subsidiary member of Eidra, a consultancy collective uniting leading companies in consulting, creativity, and engineering. As part of Eidra (18+ companies, 1,200+ professionals), Umain participates in a shared pool of capabilities and can orchestrate specialized expertise from across the group for client engagements. Umain joined Eidra in 2021, rebranding from Apegroup to Umain. Eidra guides leaders in making meaningful and lasting change, and Umain operates as its digital product consultancy arm focused on shaping, shipping, and scaling digital products.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Thoughtworks: Global technology consultancy providing software engineering, design, and strategy services to enterprises. Comparable to Umain on the full-stack engineering + product strategy axis, with similar AI engineering offerings, though at significantly larger scale.
• Bouvet: Oslo-listed Nordic IT and digital consultancy with ~1,800+ consultants across Norway and Sweden. Directly competes with Umain on enterprise digital product engineering engagements in the Nordics, with overlapping tech stacks and delivery models.
• Futurice: Finnish digital product consultancy offering strategy, design, and software engineering for enterprises. Highly comparable to Umain on delivery model (multidisciplinary teams, end-to-end digital products) and Nordic enterprise client base.
• Netlight: Stockholm-headquartered management and technology consultancy with ~2,000+ Nordic consultants. Closest direct peer to Umain by geography, talent model, and client base, competing for the same enterprise digital product mandates in the Nordics.
• ustwo: London-headquartered digital product studio delivering strategy, design, and engineering for enterprise clients. Closely comparable to Umain on boutique scale, multidisciplinary model, and focus on bold brands and challenger companies.

Broad incumbents

• Capgemini Invent: Digital innovation and engineering arm of Capgemini, delivering strategy, design, and software at global scale. Comparable to Umain on end-to-end digital product capabilities but bundled inside a global systems integrator with broader technology services.
• Sopra Steria: Major European IT services and digital transformation consultancy with 50,000+ employees. Competes with Umain for large European enterprise digital product mandates, but operates at much broader scale and across more verticals.
• Accenture Song: Accenture's digital creative and engineering arm, delivering large-scale digital product design and build for global enterprises. Overlaps with Umain on enterprise client base and digital product delivery, but operates as part of Accenture's global services portfolio.
• Deloitte Digital: Global consultancy's digital product and engineering practice, serving many of the same enterprise clients as Umain. Comparable on digital transformation offerings but bundled within a Big Four advisory practice.

Emerging players

• IDEO: Global design and innovation consultancy with deep strategy and product design heritage. Comparable to Umain on the strategy + design axis and on enterprise client base, but with lighter emphasis on full-stack engineering and AI deployment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/weareumain
• Instagraminstagram.com/weareumain

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Umain