Soda studio
Soda Studio is an Amsterdam-based strategic product design agency with 20 designers, researchers, and strategists serving global enterprises across retail, finance, transportation, and technology through product strategy, UX/UI design, user research, and design operations services.
- Company typePrivate
- Founded2012
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Soda studio does
Soda Studio is a strategic product design agency founded in 2012 and headquartered in Amsterdam at Piet Heinkade 55. Operating as part of the MakerStreet design group alongside sister agency Resoluut, the firm employs a team of 20 designers, researchers, and strategists under Managing Director Jeroen van de Ruit and Operations Director Marlies Olbertijn. The agency's service portfolio spans four integrated practice areas: Product Strategy (discovery and north-star definition), UX/UI Design (human-centred digital product creation incorporating AI-assisted workflows), User Research (usability testing, interviews, field research, and concept validation), and Design Operations (team building, process implementation, and design thinking training). The technology stack centres on industry-standard design tooling (Figma), tokenised design systems, WCAG-compliant accessible design methods, and low-code/no-code design approaches.
The agency serves global enterprises across a diversified set of verticals including retail (bol.com, Wehkamp, Albert Heijn, Ahold, Intergamma), finance (ING, Mastercard, Rabobank, FMO), transportation (OVpay/Translink, Maersk), FMCG and beverages (Heineken, JDE Peet's, Fairphone), mobility (Dott, Etos), telecom (KPN, Simyo), and chemicals (AkzoNobel). Soda Studio monetises exclusively through professional services delivered via three engagement models: Strategic Partnership (embedded team extension working side-by-side with client teams), Project-Based Delivery (outcome-based, end-to-end specialist teams taking full ownership of delivery), and On-Demand Experts (flexible staffing of UX designers, UI designers, AI specialists, design system experts, or user researchers). Pricing is not publicly disclosed and is established per engagement via direct consultation, with multi-year contracts referenced.
Distribution is direct and senior-led, with the Managing Director and Operations Director handling new collaborations via phone, email, and relationship-based business development. Marketing activity is anchored on the company website (case studies, services, insights blog) and LinkedIn. The firm has accumulated a sustained record of industry recognition, including Dutch Interactive Awards from 2016 through 2025, Red Dot Design Awards (2019, 2020), a Webby Award (2019), and a Lovie Award (2021), reinforcing its brand positioning in the Dutch and European enterprise design market.
Soda studio firmographics
Firmographics- Name
- Soda studio
- Legal name
- Soda Studio
- Website
- https://sodastudio.nl
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Soda Studio is an Amsterdam-based strategic product design agency with 20 designers, researchers, and strategists serving global enterprises across retail, finance, transportation, and technology through product strategy, UX/UI design, user research, and design operations services.
- Ownership category
- akta.pro rank
Soda studio industry classification
Industry- Product category
- Product Design Services
- NAICS
- Management, Scientific, and Technical Consulting Services (5416)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Integrated Full-Service Creative Agencies (MPAAAAAA)
Keywords
Where Soda studio is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Soda studio business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Professional Services - Strategic Partnership: Embedding the right people within client organisations, working side by side to create, launch, and continuously improve digital products and experiences. Revenue generated through service fees for embedded team members.
- Professional Services - Project-Based Delivery: Outcome-based, end-to-end delivery of digital products. Building dedicated teams of specialists, defining the approach, and taking full ownership of the process with high-quality results delivered on time and on target.
- Professional Services - On-Demand Experts: Providing top-tier talent including UX designers, UI designers, AI expertise, design system specialists, or user researchers to tackle specific client challenges and deliver impactful results.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Agency service pricing is project-specific and quote-based |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Soda studio product offering
Product offeringCore offering
Soda Studio is a strategic product design agency that combines product strategy, UX/UI design, user research, and design operations into one integrated practice. They partner with global enterprises to help teams make better product decisions — from defining a product's north star, through human-centered digital product design with AI-assisted workflows, to validating with real users and embedding design capacity within client organisations. Their work is delivered through three collaboration models: strategic partnership (embedded team extension), project-based delivery (outcome-based end-to-end), and on-demand expert provision.
Product overview
Soda Studio is a strategic product design agency offering an integrated practice combining product strategy, UX/UI design, user research, and design operations. Rather than a unified software product, they provide professional design services through three engagement models: Strategic Partnership (embedded team extension), Project-Based Delivery (end-to-end specialist teams), and On-Demand Experts (flexible staffing). Their core service portfolio includes Product Strategy (discovery and vision definition), UX/UI Design (human-centered digital product creation with AI-assisted workflows), User Research (qualitative and quantitative validation), and Design Operations (team building and process implementation). The agency serves global enterprises across diverse sectors including retail, finance, transportation, healthcare, and technology.
Differentiator
Problem solved
Functional benefit
Products and services
- Product Strategy
- UX/UI Design
- User Research
- Design Operations (DesignOps)
- Strategic Partnership Model
- Project-Based Delivery
- On-Demand Expert Services
Quantifiable outcome
- JDE Peet's platform live in multiple countries with international rollout continuing
- +4 more outcomes
Companies that use Soda studio
Customer profileNamed customers26 records
Segments3 records
Ideal customer profiles2 records
Soda studio technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Soda studio partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- MakerStreetcoreParent company/group structure. Soda Studio is part of MakerStreet Design, a product and brand design group that also includes Resoluut. Within this group, agencies collaborate and support each other in delivering services.
- ResoluutcoreSister agency within MakerStreet Design group. Collaborative partner on multiple projects including Bol., CheapTickets, Wehkamp, and others. Visual design collaboration on Fairphone Moments project.
- Mr. KoreanderminorCollaborator on Intergamma project for digital transformation of GAMMA/Karwei apps.
- Milkshake ResearchminorResearch partner on multiple projects including Intergamma, Zilveren Kruis conversational interface testing, Rapido user testing, and Etos Scan & Go user research.
- UnpluggedminorCollaborator on Intergamma project for digital transformation.
- TranslinkcoreJoint collaboration with Translink and all Dutch public transport providers on OVpay payment system. Won 2024 Dutch Interactive Award.
- TranslinkcorePartnership with Translink and Dutch transport providers to introduce OVpay payment method to millions of travelers.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Soda studio competitors and assessment
Company assessmentDirect peers
- Resoluut: Sister agency within the MakerStreet Design group offering brand and product design. Resoluut is the most direct peer because it shares parent ownership, overlapping Dutch enterprise clients (Bol., CheapTickets), and complementary service lines that allow joint delivery.
- Work & Co: Digital product studio designing and engineering websites, apps, and digital products for global brands. Closely comparable to Soda Studio in delivery model (embedded teams, project-based, end-to-end ownership) and target enterprise client profile.
- ustwo: Digital product studio offering strategy, design, and engineering for global enterprises. Comparable to Soda Studio in engagement models, product-design focus, and emphasis on design systems and research-driven outcomes.
- Huge: Digital experience agency combining strategy, design, marketing, and technology for global brands. Overlaps with Soda Studio on UX/UI design, design systems, and large-scale digital product transformations, though typically at larger scope and scale.
- Instrument: Independent digital experience and product design agency serving global brands. Comparable to Soda Studio in focus on brand experience, digital product design, and design-system work for enterprise clients.
Broad incumbents
- IDEO: Global design consultancy offering product strategy, UX, and innovation services to multinational clients. Comparable to Soda Studio in service mix and human-centered methodology, but operates at significantly larger scale and broader geographic footprint.
- Frog (frog design): Global product design and innovation consultancy (part of Capgemini Engineering). Overlaps with Soda Studio on product strategy, UX/UI design, and design-system work for enterprise clients, but offers a much broader portfolio including engineering and physical product design.
- Fjord (Accenture): Design and innovation consultancy within Accenture Interactive. Comparable to Soda Studio on product strategy, service design, and design ops, but operates inside a global systems integrator with significantly larger delivery capacity.
Regional players
- VanBerlo: Dutch product and innovation design agency combining physical and digital design. Comparable to Soda Studio on strategic product design and Dutch enterprise clients, with stronger emphasis on physical/hardware product design.
- Momkai: Amsterdam-based digital design and strategy agency. Comparable to Soda Studio as a fellow Dutch boutique serving global enterprises on digital product and brand design engagements.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Soda studio social profiles
Digital presenceSoda studio financial estimates
Financial estimateRevenue estimate
Valuation estimate
Soda studio leadership team
Management profileNumber of profiles
Profiles3 records
Soda studio funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Soda studio 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 Soda studio
What does Soda studio do?
Soda Studio is a strategic product design agency that combines product strategy, UX/UI design, user research, and design operations into one integrated practice. They partner with global enterprises to help teams make better product decisions — from defining a product's north star, through human-centered digital product design with AI-assisted workflows, to validating with real users and embedding design capacity within client organisations. Their work is delivered through three collaboration models: strategic partnership (embedded team extension), project-based delivery (outcome-based end-to-end), and on-demand expert provision.
Is Soda studio a public or private company?
Soda studio is a private company. It is classified as corporate owned and is currently operating.
When was Soda studio founded?
Soda studio was founded in 2012. It employs 11 to 50 people.
Where is Soda studio based?
Soda studio is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Soda studio make money?
Three revenue lines are on record. Professional Services - Strategic Partnership is the primary driver. The others are professional Services - Project-Based Delivery and professional Services - On-Demand Experts.
Who are Soda studio's main competitors?
Direct peers on record are Resoluut, Work & Co, ustwo, Huge and Instrument. Broad incumbents are IDEO, Frog (frog design) and Fjord (Accenture). Regional players are VanBerlo and Momkai.
Does Soda studio have an API?
No public API is recorded for Soda studio.
What industry is Soda studio in?
Soda studio's product category is Product Design Services. Its primary akta.pro industry code is MPAAAAAA, Integrated Full-Service Creative Agencies. Its NAICS code is 5416 and its SIC code is 8742.