Custellence
Custellence is a Stockholm-based SaaS platform that enables CX professionals and enterprise teams to collaboratively create, share, and present customer journey maps and service blueprints via a flexible, non-grid web application.
- Company typePrivate
- Founded2014
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Custellence does
Custellence is a privately held, bootstrapped SaaS company headquartered at Götgatan 22A, Stockholm, Sweden, founded in 2014, that operates a collaborative customer journey mapping platform for Customer Experience (CX) professionals and enterprise organizations. The web-based platform, built on cloud infrastructure including AWS and Heroku, is structured around three core modules: Create (drag-and-drop journey map and service blueprint authoring with a non-grid flexible structure), Collaborate (real-time, Google Docs-style multi-user editing and workspaces), and Present (presentation-ready maps with support for live updates during meetings). Differentiating technical features include customizable card sizes, overlapping phases, dynamic lane structures, sub-lanes and sub-cards, freeze-lane navigation, ecosystem-level map linking, and integration with project management tools (Trello, Jira). The platform is SOC 2 Type II certified with TLS encryption rated A by SSL Labs, AES-256 encryption at rest, advanced roles and permissions, GDPR-aligned data residency across Ireland, Sweden, and the United States, and PCI DSS Level 1-compliant payment handling via Stripe.
Custellence firmographics
Firmographics- Name
- Custellence
- Legal name
- Custellence
- Website
- https://custellence.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Custellence is a Stockholm-based SaaS platform that enables CX professionals and enterprise teams to collaboratively create, share, and present customer journey maps and service blueprints via a flexible, non-grid web application.
- Ownership category
- akta.pro rank
Custellence industry classification
Industry- Product category
- Customer Journey Mapping Software
- NAICS
- Computer Systems Design Services (541512), Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Customer Experience (CX) & Digital Experience (BPAHAEAC)
Keywords
Where Custellence is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Custellence business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Monthly or yearly subscription fees charged in advance. License fee grants access to the Service and updates. Enterprise plan offers 12-month or 3-month contract periods with automatic renewal and specific notice periods.
- Professional Services (Training and Workshops): Separate charges for on-site instruction, training courses, workshops, and consultations. Billed at hourly or daily rates plus travel costs for on-site delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free plan - No credit card required, instant access to start creating customer journeys |
| Subscription | Monthly | Paid plans available with monthly or yearly billing |
| Subscription | Annual | Enterprise plan - Priority support, customer experience coaching, 12 or 3 month terms |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels10 records
Custellence product offering
Product offeringCore offering
Custellence provides a cloud-based, collaborative customer journey mapping platform that enables CX professionals and enterprise teams to create, manage, share, and present customer journey maps and service blueprints. The platform offers a non-grid flexible structure, real-time team collaboration, presentation-ready visualizations, SOC 2 certified security, and a library of industry-specific templates for use cases spanning banking, insurance, e-commerce, and energy.
Product overview
Custellence is a cloud-based customer journey mapping platform that provides a unified solution for creating, collaborating on, and presenting customer journey maps and service blueprints. The core product consists of three integrated modules: Create (for building journey maps with drag-and-drop functionality and non-grid flexibility), Collaborate (for real-time team collaboration with workspaces and map collections), and Present (for creating presentation-ready visualizations). The platform also offers a library of industry-specific templates including B2B SaaS, retail, restaurant/food delivery, and medical/elderly care templates. Additional features include Freeze Lanes for navigation in large maps, sub-lanes for detailed content organization, and a Trust Center for security documentation. The platform supports SOC2-certified security and is used by 2,000+ CX experts globally.
Differentiator
Problem solved
Functional benefit
Products and services
- Custellence Platform
- Training and Workshops
Quantifiable outcome
- 2.5X faster journey creation compared to other tools
- +1 more outcomes
Companies that use Custellence
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles2 records
Custellence technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Custellence partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Custellence competitors and assessment
Company assessmentDirect peers
- Smaply: Smaply is a direct competitor offering customer journey mapping, stakeholder maps, and service blueprinting tools for CX professionals. Closest pure-play peer to Custellence in the journey-mapping niche.
- UXPressia: UXPressia is a direct competitor in customer journey mapping, customer experience management, and stakeholder mapping. It is explicitly cited in Custellence's comparison pages as a primary competitor.
- TheyDo: TheyDo is a CX platform focused on journey management and prioritization for product and CX teams. It competes head-to-head with Custellence in journey orchestration and is named on Custellence's comparison pages.
Broad incumbents
- Miro: Miro is a broad collaborative whiteboard platform with extensive journey-mapping templates and integrations. As a larger incumbent, it competes for the same CX budget and is named in Custellence's competitive comparisons.
- Lucidchart: Lucidchart is a broad diagramming and visual collaboration platform used for journey maps, flowcharts, and system diagrams. It is listed as a direct competitor on Custellence's comparison pages and competes for CX team budgets.
- Mural: Mural is a digital whiteboard platform with strong enterprise adoption and journey mapping use cases. It overlaps with Custellence for collaborative customer journey workshops in larger organizations.
- FigJam: FigJam is Figma's collaborative whiteboard product, used for design and CX journey mapping. As part of the Figma ecosystem, it competes for cross-functional collaboration budgets that Custellence targets.
- Qualtrics Customer Experience: Qualtrics is a major customer experience management platform that combines journey mapping with surveys, analytics, and CX measurement. It represents a much larger enterprise incumbent in the broader CX software category.
- Medallia: Medallia is an enterprise customer experience and feedback analytics platform. It is a broader incumbent addressing enterprise CX use cases that overlap with Custellence's larger enterprise customers.
Emerging players
- JourneyTrack: JourneyTrack is an emerging journey management platform with similar journey-mapping and CX collaboration use cases. It is a smaller emerging player competing in the same niche as Custellence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Custellence social profiles
Digital presenceCustellence compliance and trust
Trust signalCompliance4 records
Custellence financial estimates
Financial estimateRevenue estimate
Valuation estimate
Custellence leadership team
Management profileNumber of profiles
Profiles1 record
Custellence funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Custellence M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Custellence
What does Custellence do?
Custellence provides a cloud-based, collaborative customer journey mapping platform that enables CX professionals and enterprise teams to create, manage, share, and present customer journey maps and service blueprints. The platform offers a non-grid flexible structure, real-time team collaboration, presentation-ready visualizations, SOC 2 certified security, and a library of industry-specific templates for use cases spanning banking, insurance, e-commerce, and energy.
Is Custellence a public or private company?
Custellence is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Custellence founded?
Custellence was founded in 2014. It employs 1 to 10 people.
Where is Custellence based?
Custellence is headquartered in Stockholm, Sweden, in the Europe region.
How does Custellence make money?
Two revenue lines are on record. SaaS Subscription is the primary driver. The others are professional Services (Training and Workshops).
Who are Custellence's main competitors?
Direct peers on record are Smaply, UXPressia and TheyDo. Broad incumbents are Miro, Lucidchart, Mural, FigJam, Qualtrics Customer Experience and Medallia. JourneyTrack is listed as an emerging player.
Does Custellence have an API?
No public API is recorded for Custellence.
What industry is Custellence in?
Custellence's product category is Customer Journey Mapping Software. Its primary akta.pro industry code is BPAHAEAC, Customer Experience (CX) & Digital Experience. Its NAICS code is 541512 and its SIC code is 7372.