The Reference
The Reference, now Empathy Lab by EPAM, is a Belgian full-service digital agency with 51-100 employees in Ghent and Antwerp. It delivers enterprise digital services spanning strategy, design, composable architecture, martech, AI integration, and performance marketing to large Belgian corporates.
- Company typePrivate
- Founded1995
- HeadquartersGent, Belgium
- Headcount51–100
- GTM typeB2B
- OfferingServices
What The Reference does
The Reference, now operating as Empathy Lab, by EPAM, is a Belgian full-service digital agency founded in the mid-1990s and headquartered in Ghent with a secondary office in Antwerp. The firm serves enterprise clients across Belgium with a horizontal segmentation strategy, delivering end-to-end digital services organized across six categories: Data & Business Intelligence, Commerce Acceleration, Digital Solutions, Digital Architecture, Content & Storytelling, and Performance & Growth. Its underlying technology stack emphasizes composable architecture, marketing technology architecture, API development and integrations, cloud and managed services, and AI-driven solutions, targeting enterprises seeking digital transformation, legacy modernization, and composable commerce migrations.
The company generates revenue through professional services engagements on a project-based and multi-year retainer model, with pricing determined via custom RFP/RFI processes rather than standardized tiers. Its go-to-motion is enterprise field sales, supported by thought leadership content, industry events (notably the "Beyond the AI Hype" event at The Lab in Ghent), organic social channels (LinkedIn, Facebook, Instagram, Twitter), and email/newsletter marketing. The customer base spans 20+ named enterprises across media (DPG Media), industrial manufacturing (Atlas Copco, Owens Corning), construction (Besix, Vandersanden), automotive (Astara, Carglass), retail (Colruyt Group), energy (Fluxys, Dats 24), and education (Vlerick, Plantyn), among others.
In September 2025, The Reference was acquired by EPAM Systems Inc. (NYSE: EPAM), a global digital platform engineering and software development services provider, and rebranded to Empathy Lab. The unit now operates as a wholly-owned subsidiary of EPAM, gaining access to global delivery scale and enterprise reach while retaining its local Belgian presence and service portfolio. The firm had previously acquired Karbyn in February 2018 to expand digital capabilities.
The Reference firmographics
Firmographics- Name
- The Reference
- Legal name
- The Reference
- Website
- https://reference.be
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Reference, now Empathy Lab by EPAM, is a Belgian full-service digital agency with 51-100 employees in Ghent and Antwerp. It delivers enterprise digital services spanning strategy, design, composable architecture, martech, AI integration, and performance marketing to large Belgian corporates.
- Ownership category
- akta.pro rank
The Reference industry classification
Industry- Product category
- Digital Agency Services
- NAICS
- Advertising Agencies (541810), Marketing Consulting Services (541613), Custom Computer Programming Services (541511), Other Management Consulting Services (541618)
- SIC
- Services-Advertising Agencies (7311), Services-Management Consulting Services (8742), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Digital Workplace & Collaboration Consulting (BPAHAEAH)
- akta.pro secondary industry
- Business Intelligence, Reporting & Visualization Services (BPAEAHAD)
Keywords
Where The Reference is headquartered
LocationHeadquarters
- HQ city
- Gent
- HQ country
- Belgium
- HQ region
- Europe
Offices2 records
Markets served
The Reference business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Digital Agency Services: The Reference generates revenue through professional services including digital strategy, UX/UI design, digital platform development, marketing technology implementation, content creation, and performance marketing services. Revenue is project-based or retainer-based engagements with enterprise clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom enterprise engagements |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
The Reference product offering
Product offeringCore offering
The Reference is a full-service Belgian digital agency that designs, builds, and runs digital experiences for enterprise clients. Its core offerings span digital strategy, UX/UI design, digital platform and application development, composable and marketing technology architecture, content and storytelling, performance marketing, and AI-driven solutions, delivered as project-based or retainer-based professional services engagements.
Product overview
The Reference is a full-service digital agency that offers a comprehensive portfolio of professional services rather than a single unified product or platform. Their service offerings span six main categories: Data & Business Intelligence (including marketing data engineering, analytics, qualitative research, and user testing), Commerce Acceleration (conversion optimization, re-platforming, hyper personalization), Digital Solutions (interfaces, platforms, UX/UI, replatforming), Digital Architecture (Composable architecture, marketing technology, API development, cloud services), Content & Storytelling (branding, creative concept, content strategy and migration), and Performance & Growth (advertising, SEO/AEO/GEO, marketing automation, expert staffing, digital marketing strategy, training). They also provide AI services to help businesses leverage AI for digital strategies. The company rebranded to Empathy Lab as part of EPAM in September 2025.
Differentiator
Problem solved
Functional benefit
Products and services
- Data & Business Intelligence Services
Companies that use The Reference
Customer profileNamed customers23 records
Segments1 record
Ideal customer profiles1 record
The Reference technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The Reference partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EPAM Systems Inc.coreEPAM Systems Inc. acquired The Reference, integrating the Belgian digital agency into the global EPAM network. The Reference operates as Empathy Lab, by EPAM, leveraging EPAM's global innovation capabilities, AI-driven intelligence, and scale while maintaining local market expertise.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
The Reference competitors and assessment
Company assessmentDirect peers
- Valtech: Valtech is a global digital agency focused on experience engineering, composable commerce, and data; competes for the same composable architecture and martech engagements that The Reference positions itself around.
- Emakina: Emakina is a Belgium-founded digital agency group offering strategy, design, technology, and marketing services to enterprise clients across Europe; overlaps closely with The Reference in home market and core service mix.
- iO (formerly Intracto): iO is a Benelux-headquartered full-service digital agency with very similar scope spanning strategy, creative, marketing technology, and platform development; competes with The Reference for many of the same Belgium-based enterprise mandates.
- AKQA: AKQA is a digital agency combining brand, design, technology, and innovation services for enterprise clients; close analog to The Reference's strategy-creativity-technology blend, though at significantly larger scale.
- Dept Agency: Dept Agency is a full-service digital agency with a comparable mix of creative, technology, and data services for enterprise brands across Europe; one of the most direct competitors to The Reference's Belgian/Dutch-leaning offering.
Broad incumbents
- Publicis Sapient: Publicis Sapient is the digital transformation arm of Publicis, offering end-to-end strategy, consulting, and platform engineering; represents the larger global incumbents The Reference competes against for enterprise transformation mandates.
- Deloitte Digital: Deloitte Digital is the digital agency and consultancy practice of Deloitte, delivering strategy, creative, and technology services; competes with The Reference in the Belgian enterprise segment with much broader global scale.
- Accenture Song: Accenture Song is the global experience and marketing services arm of Accenture, a broad incumbent offering the same end-to-end digital services as The Reference but with vastly greater delivery scale.
- Wunderman Thompson (VML): Wunderman Thompson, now part of VML, is a global creative, commerce, and technology agency; a broad incumbent peer offering enterprise digital services overlapping with The Reference's portfolio.
Others
- EPAM Systems Inc. EPAM Systems is the parent company that acquired The Reference; relevant because The Reference now operates within EPAM's global delivery network, and EPAM's larger engineering, data, and AI capabilities directly shape The Reference's go-to-market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
The Reference social profiles
Digital presenceThe Reference financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Reference leadership team
Management profileNumber of profiles
The Reference funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Reference M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Reference
What does The Reference do?
The Reference is a full-service Belgian digital agency that designs, builds, and runs digital experiences for enterprise clients. Its core offerings span digital strategy, UX/UI design, digital platform and application development, composable and marketing technology architecture, content and storytelling, performance marketing, and AI-driven solutions, delivered as project-based or retainer-based professional services engagements.
Is The Reference a public or private company?
The Reference is a private company. It is classified as corporate owned and is currently operating.
When was The Reference founded?
The Reference was founded in 1995. It employs 51 to 100 people.
Where is The Reference based?
The Reference is headquartered in Gent, Belgium, in the Europe region.
How does The Reference make money?
One revenue line is on record: digital Agency Services.
Who are The Reference's main competitors?
Direct peers on record are Valtech, Emakina, iO (formerly Intracto), AKQA and Dept Agency. Broad incumbents are Publicis Sapient, Deloitte Digital, Accenture Song and Wunderman Thompson (VML). EPAM Systems Inc. is listed as an others.
Does The Reference have an API?
No public API is recorded for The Reference.
What industry is The Reference in?
The Reference's product category is Digital Agency Services. Its primary akta.pro industry code is BPAHAEAH, Digital Workplace & Collaboration Consulting, with a secondary code of BPAEAHAD, Business Intelligence, Reporting & Visualization Services. Its NAICS code is 541810 and its SIC code is 7311.