YouDo

What YouDo does

YouDo Limited is a boutique bespoke software consultancy headquartered in Wellington, New Zealand, founded in 2007 and operating across New Zealand and Australia. The firm maintains a deliberately small team of 11-50 highly specialized developers and targets three verticals: energy (its primary focus), finance, and startups. Its energy practice is built around deep regulatory and market fluency in the New Zealand Electricity Authority framework and the Australian National Electricity Market (NEM), with capabilities spanning AEMO rules, the EA Code, market volatility, FCAS frequency markets, virtual power plants (VPPs), capacity investment schemes, and DER integration.

The company's core offering is end-to-end custom software development — discovery and problem definition, solution architecture, engineering, integration, infrastructure, and ongoing SLA-backed support — delivered on a project-based, quote-priced model with multi-year support relationships. Technology stack is mainstream cloud-native: Azure, AWS, and Google Cloud for infrastructure; Ruby on Rails, Python, React, and PostgreSQL for application development. Documented deliverables include emsTradepoint's exchange-traded natural gas and NZU carbon trading platform (NZ firsts), Contact Energy's Dam Assurance Monitoring System replacing a 30-year legacy platform, Neoen's first-to-market large-scale virtual battery software in Australia, and WEL Networks' reserves market aggregation platform. Applied capabilities include machine learning for forecasting and scenario testing, digital twins for market modeling, and IoT/smart device integration for distributed energy resource aggregation.

YouDo's go-to-market is direct enterprise sales led by Client Director Steve Chevallier-Boutell, with no channel partners, resellers, or marketplace listings. The firm is founder-led (CEO Kari Reiterer) with an independent board (Greig Robertson, Tone Borren, Fran Strajnar), and shows no evidence of external venture, private equity, or parent company ownership. Marketing channels are limited to LinkedIn, blog-published case studies, and energy-sector industry events. Clients retain IP ownership of deliverables, which functions as both a sales differentiator (full flexibility vs. vendor roadmaps) and a switching-cost anchor for ongoing support work.

Name

YouDo

Legal name

YouDo Limited

Website

https://youdo.io

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

YouDo is a Wellington-based boutique bespoke software consultancy founded in 2007, building custom energy market systems, trading platforms, and digital-twin solutions for enterprise energy, finance, and startup clients across New Zealand and Australia.

Ownership category

akta.pro rank

Product category

Bespoke Software Development Services

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (5415), Computer Systems Design Services (541512)

SIC

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

akta.pro primary industry

Managed DevOps / Platform Operations (Run & Operate) (BPAEAKAO)

akta.pro secondary industry

IT Operations, Event & Incident Management (NOC/SOC-to-ITSM) (BPAEAJAH)

Keywords

• Bespoke software development
• Energy market systems
• Custom enterprise software
• Cloud application development
• Software consulting services

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Bespoke Software Development: Custom software development services for energy, finance, and startup industries. Includes discovery, design, development, and ongoing support phases. Project-based engagement with clear scope, timeline, and budget commitments. Long-term support relationships with clients post-launch.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

YouDo is a boutique bespoke software development consultancy that designs, builds, integrates, and supports custom software solutions for the energy, finance, and startup sectors in New Zealand and Australia. Engagements span problem definition, solution architecture, software engineering, integration, infrastructure, security, and ongoing SLA-backed operations, with specialization in energy market systems such as trading platforms, billing, IoT/smart-device aggregation, and compliance tooling. The company does not sell packaged products but delivers IP-owned, custom-fit systems tailored to each client's operating model.

Product overview

YouDo is a boutique bespoke software consultancy operating since 2007, serving energy, finance, and startup industries across New Zealand and Australia. The company does not offer a packaged SaaS product but rather delivers custom software solutions tailored to each client's needs. Their core offering is bespoke software development covering the full lifecycle (discovery, architecture, engineering, integration, support). Key delivered solutions include the emsTradepoint Carbon Trading Platform (enabling NZ's first exchange-traded natural gas and carbon credits), the Dam Assurance Monitoring System for Contact Energy, Neoen's Virtual Battery Platform (Australia's first large-scale virtual battery), and the WEL Networks Reserves Market Platform for commercial/industrial load aggregation. YouDo also provides specialized capabilities in machine learning, workflow automation, and optimization tools for energy market operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Bespoke Software Development Services End-to-end custom software development for enterprise clients in energy, finance, and startup sectors across New Zealand and Australia. Covers discovery and problem definition, solution architecture, software engineering, integration, infrastructure, security, and ongoing SLA-backed support.
• emsTradepoint Carbon Trading Platform Bespoke exchange trading platform enabling exchange-traded natural gas contracts and NZU (carbon credit) trading for emsTradepoint, providing secure, anonymous, data-rich exchange capabilities for transparent trading.
• Dam Assurance Monitoring System Bespoke monitoring platform for dam safety replacing a legacy 30-year-old system, with scheduled sensor reads, automated data ingest, alarms, rich plots, and map views across thousands of sensors. Built for Contact Energy's Clyde Dam.
• Neoen Virtual Battery Platform Australia's first large-scale virtual battery software platform enabling Neoen to participate in frequency markets and secure major commercial agreements; supports portfolio optimization and battery orchestration.
• WEL Networks Reserves Market Platform Bespoke platform for aggregating commercial and industrial loads to participate in the Reserves Market, including consumption forecasting, scenario testing, and reliable offer generation for WEL Networks.

Quantifiable outcome

• Neoen's first-to-market virtual battery enabled major commercial agreement and cemented position as Australia's leading owner of big batteries.
• +3 more outcomes

Named customers6 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

AI capability4 records

Feature6 records

Partnerships

One partnership is on record.

• Inject DesignminorOthersCreative/design partner referenced on YouDo's website footer. Inject Design appears to be a design agency partner that may provide design services complementing YouDo's software development work.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Power Ledger: Australian energy and environmental commodities trading platform. Comparable to YouDo's emsTradepoint work on energy and carbon trading, but as a product company rather than bespoke consultancy.
• SwitchDin: Australian DER integration and orchestration software firm. Comparable to YouDo's smart-device/IoT and DER integration work but more productized; competes for similar energy clients in AU/NZ.

Broad incumbents

• AutoGrid (Schneider Electric): Now part of Schneider Electric, AutoGrid provides DER optimization, VPP, and energy data analytics. Comparable to YouDo's ML forecasting and VPP work but as a scaled platform rather than bespoke service.
• Datacom: Large Australasian IT services and systems integration firm with energy sector practice. Comparable because it provides custom software, integration, and managed services to enterprise energy and finance clients across NZ and Australia, though at much greater scale.
• Uplight: US energy customer engagement and DER platform vendor serving utilities globally. Comparable as it addresses similar problems (DER, customer programs, energy data) to YouDo's bespoke utilities clients, but as a productized platform.
• Accenture (Energy practice): Global systems integrator with deep energy utility practice. Comparable as a competitor bidding on the same enterprise energy software projects that YouDo targets, especially at larger scale and multi-region scope.
• Thoughtworks: Global custom software consultancy with strong energy and financial services presence. Comparable as a competitor for bespoke enterprise energy software projects, particularly larger transformation programs.

Direct peers

• GreenSync: Australian energy software firm focused on DER orchestration, virtual power plants, and grid integration. Comparable to YouDo's energy trading and VPP work (e.g., Neoen virtual battery) but more productized and platform-led.
• Enosi: Australia/NZ energy data and digital retail platform provider. Comparable as a regional energy software specialist serving gentailers and distributors with bespoke and configurable solutions.
• Jade Software: Christchurch-based bespoke software consultancy with deep heritage in financial services, energy, and government. Directly comparable as a NZ boutique-style firm delivering custom software for regulated, mission-critical domains.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/youdo
• Xx.com/youdocrew

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 YouDo