What Greenberry does

Greenberry is a Dutch strategic design bureau founded in 2004 and headquartered in Utrecht, Netherlands. The firm is B-Corp certified, ISO 9001 certified, and ISO 27001 certified (recertified in 2024 to ISO 27001:2022). Greenberry positions itself as "the strategic design bureau for improvers" (verbeteraars) and serves mission-driven organizations across Dutch government ministries, municipalities, healthcare foundations, educational institutions, and cultural organizations. Its core service lines are Strategic Design (service design, co-creation, design thinking workshops), Digital Products (UX/UI design, front-end development, CMS implementation), and Embedded Design (coaching, design maturity assessments, team augmentation). The firm runs Greenberry Academy, an incompany training sub-brand delivering programs on design thinking, inclusive design, creative leadership, and AI & ethics through partnerships with HKU, TIAS, Hogeschool Utrecht, and Frankwatching.

Underlying the client work is the proprietary Greenberry AI Foundation, an internal AI infrastructure designed to keep processing within Greenberry's own control for data privacy. The Foundation powers Greenberry AI Search, a semantic search function that interprets natural-language queries rather than keywords, first deployed on the Kindregelingvoorjou.nl platform for youth affected by the Dutch childcare benefits scandal. The firm also uses generative AI for design imagery (e.g., color palettes and theme visuals for Invest-NL and Joods Cultureel Kwartier). Its standard tech stack pairs the Prepr headless CMS (used across OBA, iamsterdam.com, Invest-NL, Kind&co ludens, and IDH platforms) with front-end animation libraries such as GSAP.

The business model is professional services with project-based pricing (30% upfront on engagement acceptance, remainder on completion, 30-day payment terms), sales-led go-to-market via direct contact and RFP processes, and distribution supplemented by educational partnerships. Revenue is not publicly disclosed; the firm is privately held with no parent company and no recorded funding rounds, operating as a standalone B.V.

Name

Greenberry

Legal name

Greenberry B.V.

Website

https://greenberry.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Greenberry is a Utrecht-based strategic design bureau serving Dutch mission-driven organizations across government, healthcare, education, and culture through service design, digital product development, embedded design, and Academy training, supported by a proprietary AI infrastructure.

Ownership category

akta.pro rank

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Design Services: Design consulting engagements including service design, co-creation, and design thinking workshops. Projects range from brand positioning to organizational design maturity assessments.
2. Digital Product Development: Design and development of digital products including websites, applications, and platforms. Projects include UX/UI design, front-end development, and CMS implementation.
3. Greenberry Academy Training Programs: Incompany training programs on design thinking, inclusive design, creative leadership, and other soft skills for organizational teams. Offered through educational partnerships with HKU and TIAS.
4. Embedded Design Services: Ongoing design team support including coaching, design maturity checks, and team augmentation engagements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Greenberry is a strategic design bureau offering three core service areas: Strategic Design (service design and co-creation engagements), Digital Products (design and development of websites, applications, and content platforms), and Embedded Design (coaching, design maturity assessments, and team augmentation). Underpinning these services is the proprietary Greenberry AI Foundation, which powers semantic AI Search capabilities deployed on client platforms. Greenberry Academy delivers incompany training on design thinking, inclusive design, creative leadership, and AI ethics.

Product overview

Greenberry is a strategic design bureau offering three core service areas: Strategic Design (service design and co-creation), Digital Products (designing and developing meaningful digital products), and Embedded Design (coaching and team augmentation). The portfolio includes client-facing digital products such as the AI-powered Kindregelingvoorjou.nl platform, iamsterdam.com, OBA.nl, Invest-NL corporate website, and specialized tools like PrikkelPlan, InnovatieRoute, and Zetookdeknopom.nl. Underpinning their work is the proprietary Greenberry AI Foundation, which powers AI Search capabilities. Greenberry Academy provides incompany training programs. The firm operates primarily in the Dutch public sector and mission-driven organization space, holding ISO 9001, ISO 27001, and B Corp certifications.

Differentiator

Problem solved

Functional benefit

Brands

• Greenberry Academy: Training division offering professional development courses on design thinking, creative leadership, inclusive design, and other skills for organizations.

Products and services

• Strategic Design Services Strategic design offerings including service design, co-creation, and innovation solutions. Helps mission-driven organizations research, design, and validate solutions collaboratively with stakeholders and end users.
• Digital Products Design and development of meaningful digital products including smart applications, innovative tools, and inspiring content platforms for mission-driven organizations.
• Embedded Design Embedded design team support including coaching for design or UX teams, design maturity assessments, and team augmentation services.
• Greenberry Academy Incompany training programs teaching skills of tomorrow including Design Thinking, Inclusive Design, AI & Ethics, and Creative Leadership. Delivered with a learning-to-tasks methodology and follow-up support; rated 8.7 by participants.

Quantifiable outcome

• 33 school groups and 1,498 students used the Spiegel-tour in 2024 at National Holocaust Museum alone
• +4 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature2 records

Partnerships

13 partnerships are on record, tiered minor and core.

• De CliqueminorStrategic or Co-development PartnerWaste management partnership where De Clique collects coffee grounds, food scraps, and other organic waste from Greenberry's office and transforms them into new products, supporting Greenberry's sustainability goals.
• ZeewaardigcoreStrategic or Co-development PartnerSocial design partner collaboration on cultural accessibility projects including the Kennispunt Toegankelijke Cultuur initiative with Ministry of OCW. Zeewaardig contributed expertise in inclusive design and stakeholder engagement.
• HKU Creative TransformationcoreStrategic or Co-development PartnerEducational partnership for Creative Leadership training series where HKU Innovatiestudio and Greenberry co-deliver workshops applying art and design principles to leadership development.
• TIAS School for Business and SocietycoreStrategic or Co-development PartnerEducational partner for Design Thinking masterclass delivery, bringing together business professionals for design thinking training programs.
• Hogeschool UtrechtminorStrategic or Co-development PartnerEducational institution partnership for masterclass offerings and knowledge sharing in design thinking and innovation methodologies.
• FrankwatchingminorChannel Partner/ Reseller/ DistributorTraining distribution partner reselling Greenberry Academy masterclasses to their professional network.
• PreprcoreTechnology or IntegrationHeadless CMS technology partner used across multiple client projects including OBA, IDH, Invest-NL, and Kind&co ludens platforms. Prepr provides flexible content management enabling dynamic content delivery.
• RoordacoreStrategic or Co-development PartnerStrategic communication partner for Kindregelingvoorjou.nl project, working alongside Tabula Rasa on behavior research and communication strategy for youth affected by Toeslagenaffaire.
• Tabula RasacoreStrategic or Co-development PartnerResearch partner for Kindregelingvoorjou.nl project, conducting broad behavioral research among youth to inform platform strategy, tone, and content approach.
• Milieu CentraalcoreStrategic or Co-development PartnerContent collaboration partner for Zetookdeknopom.nl platform, developing and editing content for sustainable choice guidance in partnership with Ministry of Climate.
• SnijbooncoreStrategic or Co-development PartnerSocial design partner collaboration on multiple civic projects including 'De Transitietafel' addressing social challenges like school lunch poverty, and Route naar RI&E project with TNO.
• VilanscoreStrategic or Co-development PartnerKnowledge partner for InnovatieRoute project in disability care, collecting and organizing implementation resources, tips, and stories from care organizations.
• Academy het DorpcoreStrategic or Co-development PartnerPartner in InnovatieRoute project for disability care technology implementation, contributing practical experience and real-world examples from care settings.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Accenture Song: Global design and experience consultancy under Accenture, frequently competing for Dutch and European public-sector digital mandates with an integrated design + technology + strategy offering.
• Capgemini Invent: Strategy and design arm of Capgemini active in Dutch public-sector digital services, competing for the same ministerial RFPs as Greenberry but with a much broader consulting bench.
• Deloitte Digital: Global consulting-led digital agency that competes for large Dutch government digital transformation programs, offering integrated design, technology, and advisory services beyond a pure-play design agency's scope.
• Mirum Agency: Global digital experience agency (part of WPP) with European presence, competing for mid- to large-sized digital product and CX engagements across similar industries as Greenberry.
• Dept: Larger, global digital agency with Dutch roots offering end-to-end design, engineering, and marketing technology — competes with Greenberry on Dutch public-sector and enterprise digital mandates but at significantly greater scale.

Direct peers

• Studio Dumbar: Renowned Dutch design studio with deep experience in public-sector branding and identity work for Dutch institutions — closely comparable in design pedigree and client type to Greenberry's brand identity engagements.
• Fabrique: Dutch strategic design and digital agency based in the Netherlands, serving public-sector and mission-driven clients with strategy, branding, and digital product work — directly comparable to Greenberry in service mix and target market.
• Total Design: Long-standing Amsterdam strategic design bureau covering brand, digital, and service design with a strong public-sector portfolio — a Dutch incumbent with the same 'strategic design for impact' positioning as Greenberry.
• Momkai: Amsterdam-based digital design agency with a similar strategic design + digital product offering for public and cultural clients, including a UX and service design focus that mirrors Greenberry's portfolio.
• Hike One: Dutch digital product design agency with comparable UX/UI, service design, and embedded design services for Dutch enterprise and government clients, operating in the same talent market as Greenberry.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/greenberrynl
• LinkedInlinkedin.com/company/greenberry
• Instagraminstagram.com/greenberry_nl

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Greenberry