Visionary Services

What Visionary Services does

Visionary Services, Inc. is a privately held, founder-managed (now second-generation) technology and professional services firm founded in 1992 in Des Moines, Iowa, specializing in custom web design and development, business intelligence and data analytics, UX design, and WordPress-based solutions. Its core technical asset is Site OnCall®, a registered, proprietary CMS that gives clients WYSIWYG content management, third-party integrations (including ticketing, payments via Stripe, and communications via Twilio), and module-based publishing without the bloat of generic platforms. The company also delivers full-service BI work — data strategy, custom reporting, Tableau/Power BI/Oracle-based dashboards, and integration with client databases — exemplified by enterprise-scale engagements such as its FedEx data reporting systems, while serving long-tail SMB clients across Iowa, the broader Midwest, and nationally.

Visionary operates a consultative, direct-sales, project-based model with custom quote-based pricing, bundled hosting on its own Midwest-based secure infrastructure, and multi-year support contracts. Customer segments include small-to-mid-sized businesses (primary), enterprise clients needing bespoke data solutions, nonprofits and arts organizations, and professional services firms (notably law firms). It distributes exclusively through direct engagement (phone, email, website contact forms) with no reseller or self-serve channels, supplemented by content marketing, SEO, and an active blog. The firm has roughly 20–30 employees, several with 10–30 year tenures, holds WCAG 2.1 AA and CCPA-aligned privacy practices, and recently completed a leadership transition with Bryan Gruhlke promoted to President in November 2025, succeeding founder David Safris.

Name

Visionary Services

Legal name

Visionary Services, Inc.

Website

https://visionary.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Visionary Services is a Des Moines-based technology firm, founded in 1992, that builds custom websites, web applications, and business intelligence solutions for SMBs, enterprises (e.g., FedEx), nonprofits, and professional services firms, powered by its proprietary Site OnCall® CMS.

Ownership category

akta.pro rank

Product category

Web Development Services

NAICS

Computer Systems Design Services (541512), Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)

SIC

Services-Computer Programming Services (7371), Services-Computer Processing & Data Preparation (7374), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

API Development, Integration & Microservices Modernization (BPAEAFAD)

Keywords

• Custom web development
• Business intelligence services
• UX design services
• WordPress development
• Data analytics consulting

Headquarters

HQ city

Des Moines

HQ country

United States

HQ region

North America

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. Web Design & Development Services: Custom website design and development services for clients of all sizes. Visionary builds made-to-order websites without prefabricated templates. Projects include responsive design, custom integrations, and ongoing hosting and support. Revenue is generated through project-based fees and ongoing maintenance contracts.
2. Business Intelligence & Data Analytics Services: Full-service BI solutions including data strategy, platform implementation, dashboard development, and ongoing data analytics. Tailored to each client's unique data needs. Revenue generated through consulting and implementation project fees.
3. Website Hosting & Support: Visionary hosts all websites it builds on secure, controlled hosting facilities in the Midwest. Maintenance is strategically scheduled during off-peak hours. Hosting is bundled with websites built by Visionary and likely offered as an add-on or included service.
4. WordPress Web Development: Custom, affordable WordPress solutions for clients seeking quick-to-launch, user-friendly websites. Positioned as a lower-cost alternative to fully custom builds while maintaining flexibility and ease of management. Revenue from project-based WordPress development services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Visionary Services designs and develops custom websites, web applications, and business intelligence/data analytics solutions for businesses and organizations. The company builds made-to-order solutions (no templates) powered by its proprietary Site OnCall® CMS, with additional services in UX design, WordPress development, and secure Midwest-based hosting and ongoing support.

Product overview

Visionary Services offers a portfolio of web development and data analytics services organized around its proprietary Site OnCall® CMS platform. The core offerings include Web App Development (custom PHP/.NET/ASP/JAVA applications), Business Intelligence & Data Science services, User Experience & Design, and WordPress Web Development. Site OnCall® serves as the proprietary content management system powering many client solutions, enabling content management, page building, and third-party integrations. The company provides end-to-end services from design and development through hosting and ongoing support.

Differentiator

Problem solved

Functional benefit

Brands

• Site OnCall®: Visionary's proprietary content management system (CMS) - a web-based tool for adding and editing website content. Features include WYSIWYG page builder, customizable navigation, blog, events & calendar, staff, resources, testimonials, and file manager modules.

Products and services

• Site OnCall® CMS Proprietary web-based CMS allowing clients to add and edit text, images, and website content without technical expertise. Includes WYSIWYG page builder, customizable navigation, blog, events & calendar, staff, resources, testimonials, and file manager modules. Tailored to each client's needs without bloated features and integrates with third-party ticketing, payment, and other systems.
• Web App Development Custom website and web application design and development using PHP in a Linux environment, with additional capabilities in .NET, ASP, and JAVA. Includes responsive design for smartphones, tablets, and desktops; custom third-party integrations; payment processing (Stripe); and bundled hosting and support. Targeted at businesses and organizations needing made-to-order sites without prefabricated templates.
• Business Intelligence & Data Analytics Full-service BI and data science solutions including data analytics, data mining, statistics, report creation, and data visualization using Tableau, Power BI, and Oracle. Tailored to each client's unique data needs for strategic, data-driven decision-making. Includes custom dashboards, build-your-own report tools, and integration with client databases and external applications.
• User Experience & Design UX design services focused on improving customer satisfaction and loyalty through useful, easy-to-use, and enjoyable websites, tools, and applications. Process includes user research, content strategy, prototyping, and testing. Targeted at businesses seeking better digital customer experiences.
• WordPress Web Development Custom, affordable WordPress solutions providing flexible, easy-to-manage websites for clients seeking quick-to-launch sites. Includes responsive design, intuitive content management, and a seamless transition path to fully custom solutions if needed. Targeted at small and mid-sized businesses wanting user-friendly sites without extensive technical expertise.
• Website Hosting & Support Secure, controlled website hosting on Visionary's Midwest-based facilities with redundant power supply. Maintenance is strategically scheduled during off-peak hours. Bundled with websites Visionary builds and available as an ongoing support service for clients needing reliable infrastructure and maintenance.

Quantifiable outcome

• Seamless ticketing integration eliminating manual data entry
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• StripecoreTechnology or IntegrationVisionary recommends Stripe as the preferred online payment platform for clients needing to accept payments or donations through their websites. Stripe is described as 'powerful and developer-friendly.' This is a standard technology recommendation integrated into client web projects.
• TwiliocoreTechnology or IntegrationTwilio is used for SMS text messaging, push notifications, and automated voice call integrations in client web applications. Specifically used in the Bliss Events + Staffing project to provide multi-channel communication (email, SMS, push, voice) in near real-time. Twilio APIs are integrated into Visionary's custom-built web apps.
• TableaucoreTechnology or IntegrationTableau is one of the business intelligence tools used by Visionary's BI team for data visualization and reporting dashboards. Part of Visionary's BI toolset for creating engaging, customizable reports and dashboards for enterprise clients.
• Power BIcoreTechnology or IntegrationMicrosoft Power BI is used by Visionary's BI team for data visualization, reporting dashboards, and analytics solutions. Featured in case studies with manufacturing clients for rebuilding legacy reporting systems and embedding reports into SharePoint environments.
• OraclecoreTechnology or IntegrationOracle is referenced as one of the business intelligence tools in Visionary's BI toolset for data visualization and enterprise reporting solutions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tallwave: Digital product development and strategy firm building custom web applications, SaaS products, and BI tools. Comparable to Visionary's custom dev + data analytics mix, with a stronger product-launch orientation.
• Lullabot: Specialist digital agency focused on large-scale web development, Drupal-based CMS implementations, and content strategy for enterprise clients. Comparable to Visionary in the custom CMS / enterprise web delivery model, though more Drupal-centric.
• Elevated Third: Denver-based digital agency providing web development, digital strategy, and analytics consulting for B2B and nonprofit clients. Comparable in custom web app delivery, BI-adjacent work, and emphasis on strategy alongside build.
• SmartSites: Mid-sized U.S. web design and digital marketing agency offering custom websites, SEO, and PPC. Comparable to Visionary in SMB-targeted custom web services, though more aggressive on paid acquisition and SEO.
• Blue Compass: Des Moines, Iowa-based digital marketing and web development agency offering custom websites, digital strategy, and analytics services. Directly comparable to Visionary given overlapping Midwest footprint, SMB-to-mid-market focus, and similar custom (non-template) positioning.
• Bayshore Solutions: Tampa-based custom web design, development, and digital marketing agency serving SMBs and mid-market clients. Closely matches Visionary's service mix (custom builds, WordPress, hosting, digital marketing) and consultative sales motion.

Broad incumbents

• WebFX: Larger full-service digital marketing agency offering web design, SEO, and analytics at significantly greater scale than Visionary. Comparable service offering but operates as a broad incumbent across many verticals rather than a focused Midwest custom shop.
• Perficient: Large global IT and digital consultancy offering custom application development, BI/data analytics, and platform integrations. Overlaps with Visionary's BI + custom dev capabilities but operates at much larger enterprise scale with broader portfolio.

Others

• Acquia: Drupal-based digital experience platform provider offering a hosted CMS that competes directly with Site OnCall® in the mid-market and enterprise space. Relevant as a platform competitor to Visionary's proprietary CMS positioning, though not an agency.
• Newtek (Nexstar): Provider of web hosting, web design, and digital services to SMBs, historically serving as a referral partner for agencies. Comparable to Visionary's bundled hosting + web design offering but at much broader scale and as an enabling ecosystem player rather than a custom development peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/visionary_ia
• LinkedInlinkedin.com/company/visionary-services

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 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 Visionary Services