Reflexions

What Reflexions does

Reflexions is a New York-based digital product studio founded in 1999 that designs and engineers digital experiences for enterprise clients. The firm builds websites, mobile applications, fare payment systems, content management platforms, and e-commerce solutions spanning verticals including transportation, government, professional services, advocacy and non-profit, ecommerce, media, and healthcare. Its technology stack centers on ReactJS front-end development, headless CMS implementations (Sanity, Craft CMS), Salesforce CRM integration, Algolia search, and for transit clients, GTFS-RT real-time data integration with the Open Trip Planner platform. Notable deployments include the OMNY contactless fare payment system for the MTA (covering all 472 NYC subway stations and serving 8.6 million daily riders), the TAPP payment system for the Port Authority of New York & New Jersey, the MARTA mobile app and rider tools (2025), and enterprise websites and intranets for clients including MTA, MARTA, WMATA, MBTA, Foley & Lardner, Goulston & Storrs, Morrison Cohen, McKinsey & Company, Housing Works, and The Shade Store.

The company's business model is professional services: multi-year, negotiated, quote-based engagements sold through direct enterprise field sales, often via competitive RFP processes for government and large institutional clients. Reflexions differentiates through deep transit-domain expertise, accessibility-first design (WCAG 2.2 AA, ADA, Section 508), SOC 2 Type II audited operations, HIPAA and PCI DSS compliance capabilities, and a 21-year longest active client relationship. Strategic technology partnerships with Cubic Transportation Systems, Pentagram, Salesforce, Sanity, Algolia, and Open Trip Planner extend delivery capacity. The firm is privately held, founder-led (Dan Leslie and Alex, who met at Vassar College), and bootstrapped with no disclosed funding rounds or external institutional investment. In 2018 it acquired Familiar Studio to expand design capacity. Scale metrics include 219 projects launched since founding and transit platforms supporting 2.5–3.3+ billion customer journeys annually.

Name

Reflexions

Legal name

Reflexions Data, LLC

Website

https://reflexions.co

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Reflexions is a New York-based digital product studio, founded in 1999, that designs and engineers websites, mobile apps, fare payment systems, and CMS platforms for enterprise clients across transportation, government, professional services, and non-profit sectors.

Ownership category

akta.pro rank

Product category

Digital Product Design and Development Services

NAICS

Advertising Agencies (541810), Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industry

Mobile App Development Platforms (MADP) (HDAEAKAD)

Keywords

• Digital product design
• Ux ui design services
• Web development studio
• Transit fare systems
• Government digital services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Product Design and Development Services: Reflexions generates revenue through professional services engagements designing and developing digital products, websites, mobile applications, and customer experiences for enterprise clients. Projects are typically multi-year, multi-million dollar engagements with transit authorities, government agencies, professional services firms, and Fortune 500 companies. Services include digital strategy, UX/UI design, frontend and backend development, systems integration, and ongoing maintenance and support.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Reflexions is a digital product studio that designs and engineers next-generation digital experiences for enterprise and government clients. The firm delivers end-to-end services spanning digital strategy, UX/UI design, frontend and backend development, systems integration, and ongoing maintenance. Its work centers on building web platforms, mobile applications, fare payment systems, e-commerce solutions, and accessible content-driven websites for transit agencies, government institutions, law firms, and cultural organizations.

Product overview

Reflexions is a digital product studio offering design and development services across multiple industries including transportation, government, professional services, ecommerce, media, and healthcare. The company's portfolio includes specialized digital platforms such as the OMNY fare payment system for MTA (with website, vending machine UI, and mobile inspection app), MARTA's mobile app and rider tools, TAPP contactless payment system for PATH, and enterprise websites for law firms (Goulston & Storrs, Foley & Lardner, Morrison Cohen). Core offerings span mobile applications, web platforms, payment/fare systems, e-commerce solutions, and content management systems. Services include digital strategy, UX/UI design, frontend and backend development, systems integration, accessibility compliance, and DevOps with SOC 2 Type II certified operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Strategy Services

Quantifiable outcome

• 3.3+ billion customer journeys annually supported on transit platforms
• +5 more outcomes

Named customers23 records

Segments9 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• The PenserycoreStrategic or Co-development PartnerBranding partner collaborating with Reflexions on brand strategy and design projects for law firms including Foley & Lardner and Morrison Cohen. The Pensery handles editorial branding while Reflexions delivers digital implementation.
• Clarity GroupcoreStrategic or Co-development PartnerStrategy consulting partner engaged for business strategy engagements, particularly for professional services clients. Worked with Reflexions on Foley & Lardner, Morrison Cohen, and Goulston & Storrs rebrand projects.
• Cubic Transportation SystemscoreTechnology or IntegrationLong-standing technology partner for transit fare payment systems. Reflexions has collaborated with Cubic on OMNY for MTA, TAPP for PATH, and other transit payment platform projects, designing user-facing digital components.
• PentagramcoreStrategic or Co-development PartnerDesign partner for brand identity and visual design. Created the OMNY name and branding in partnership with Reflexions, and Poster House identity.
• InClimeminorImplementation/ SI/ Consulting PartnerPartnered with InClime for NJ Clean Energy website redesign project serving New Jersey BPU's Clean Energy Program.
• SalesforcecoreTechnology or IntegrationSalesforce CRM used as foundation for grant management system for The Langeloth Foundation. Reflexions configured Salesforce to enable full data ownership and automated grant application workflows.
• SanitycoreTechnology or IntegrationHeadless CMS platform used for Goulston & Storrs and NJ Clean Energy websites, enabling lean editorial workflows and content reuse.
• Public Works OfficeminorStrategic or Co-development PartnerPartner on MARTA mobile app and rider tools project for design collaboration and stakeholder engagement.
• Open Trip PlannercoreTechnology or IntegrationOpen-source trip planning platform used as foundation for MARTA mobile app and rider tools, enabling accurate real-time service information through GTFS data integration.
• The James Beard FoundationminorStrategic or Co-development PartnerCollaborated with The James Beard Foundation on USA Pavilion at EXPO Milano 2015, implementing digital strategy and visitor experience.
• Haystack NeedleminorStrategic or Co-development PartnerPartner for McKinsey & Company OCAT survey platform project.
• DDB New YorkminorStrategic or Co-development PartnerAgency partner for NY Lottery retailer website project, handling data visualization and data integration components.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ustwo: Independent product studio known for design-led digital products for enterprise and public sector clients; comparable boutique positioning and end-to-end delivery model.
• Code and Theory: NYC-based design and engineering network serving enterprise and government clients with similar end-to-end digital product focus and public-sector accessibility expertise.
• Huge Inc. Large NYC-headquartered digital agency competing for similar enterprise transformation work across transportation, financial services, and consumer brands, with overlapping end-to-end digital product capabilities.
• Ueno: Boutique NYC digital agency with comparable size, design-first culture, and client roster spanning consumer and enterprise end markets.
• Work & Co: Brooklyn-based design-led digital product studio of similar size, serving enterprise clients across commerce, media, and transportation — directly comparable boutique model and end-to-end strategy/design/engineering delivery.
• Instrument: Independent digital product studio of similar size competing for the same enterprise and brand-driven experience design engagements with comparable design-first positioning.

Broad incumbents

• Publicis Sapient: Global digital transformation consultancy that frequently competes with Reflexions for the same transit, government, and enterprise modernization RFPs at significantly larger scale.
• R/GA: Major global digital agency with significant transit, government, and enterprise client work; competes for large RFPs but operates as a broader portfolio incumbent with vastly greater headcount and reach.
• Critical Mass: Larger digital experience agency serving enterprise clients across multiple verticals, with comparable transport, government, and brand engagements at greater scale.
• Fjord (Accenture Interactive): Design and innovation arm of Accenture serving government and transportation clients; competes for high-end public-sector experience design work with global delivery capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/reflexions
• Facebookfacebook.com/reflexionsnyc
• LinkedInlinkedin.com/company/reflexions-data

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reflexions