ON (madebyon.com)

What ON (madebyon.com) does

ON (trading as Made by ON, legal entity Made by ON Limited) is a London-based digital agency that designs, researches, and engineers digital experiences for ambitious brands, startups, organisations, and other agencies. Its work spans four service categories — marketing websites, ecommerce platforms, digital platforms, and digital products — with a portfolio of more than 20 named clients across fintech, fashion, insurance, government, cultural institutions, and NGOs, including EY, Airbnb, IKEA/H&M (Atelier100), Monotype, Greenpeace/Unearthed, Rho, GF Smith, Canada government, and Bhutan tourism. Beyond bespoke project work, the firm operates three content and product initiatives: Field Notes (editorial insights launched May 2025), Labs (creative technology experiments launched June 2026), and the AI Brand Engine (AI-powered brand experience product launched April 2026).

The technology stack centres on modern web frameworks (Astro upgraded to v7, Next.js, React-based tooling), headless CMS integration via Storyblok, a proprietary MDX-based module system for case study composition, and image/video optimisation pipelines using Imgix, Air.inc, and HLS.js with intersection-observer-driven viewport playback. CRM and document workflows run through Pipedrive and DocuSeal. The business operates a project-based professional services model with custom pricing per engagement, acquired through a sales-led direct motion anchored on the 'Start a project' website CTA and supported by a content-led marketing strategy across LinkedIn, Instagram, and editorial output. Headcount sits in the 11-50 band with no disclosed institutional funding, indicating a bootstrapped, privately-held operating model.

Name

ON (madebyon.com)

Legal name

Made by ON Limited

Website

https://madebyon.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

ON (Made by ON) is a London-based digital agency designing and engineering marketing websites, ecommerce platforms, and digital products for brands, startups, and organisations, with notable clients including EY, Airbnb, IKEA/H&M, and Monotype.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

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. Digital Agency Services: Professional services revenue from collaborating with ambitious brands, startups, organizations and agencies to build high-impact digital experiences spanning marketing websites, ecommerce, platforms, and digital products. Project-based engagements with collaborative approach.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

ON is a London-based digital agency that designs, builds, and ships custom marketing websites, ecommerce stores, digital platforms, and digital products for ambitious brands, startups, organizations, and agencies. Engagements are delivered as project-based professional services through a collaborative process that spans research, strategy, design, and engineering. The firm additionally sells an AI-powered brand engine and operates an experimental technology showcase (Labs).

Product overview

ON (Made by ON) is a digital agency offering a portfolio of services rather than a unified SaaS product. Their core service offerings span marketing websites, ecommerce, digital platforms, and digital products - all designed to drive measurable success for ambitious brands, startups, organizations, and agencies. The company also operates internal knowledge-sharing initiatives including Field Notes (editorial insights) and Labs (experimental technology showcases). The AI Brand Engine represents their primary AI-powered product offering for brand-related digital experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Field Notes: Editorial/thought leadership section of the ON website sharing insights and learnings
• Labs
• AI Brand Engine

Products and services

• AI Brand Engine An AI-powered brand engine product offering for creating and managing digital brand experiences. Sold with a dedicated landing page, 'How it works' explainer, FAQ, comparison content, and a 'Book a demo' call-to-action, targeting brands seeking automated brand asset and experience generation.
• Marketing Websites Custom marketing website design, build, and launch services for brands and organizations, engineered to drive measurable digital success and high-impact experiences. Delivered as project-based engagements.
• Ecommerce Websites End-to-end ecommerce website development spanning platform builds, digital product experiences, and online store implementations for ambitious brands. Delivered as project-based engagements.
• Digital Platforms Digital platform development services including scalable, future-facing platforms built to support organizational growth and operational needs, with examples including editorial CMS platforms, distributor portals, and localised multi-language sites.
• Digital Products

Quantifiable outcome

• 279% increase in website sessions and 194% improvement in goal conversion for Libeo
• +3 more outcomes

Named customers22 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• KotocoreStrategic or Co-development PartnerLong-standing partnership with global branding studio Koto (studios in Berlin, London, LA, New York) dating back to 2015. Collaborative relationship on shared client projects including Libeo (brand identity by Koto), London Design Festival (UI designs), and mutual technology partnership. Koto describes ON as 'the perfect technology partner' with collaborative approach and rigorous attention to detail.
• TEMPLOcoreStrategic or Co-development PartnerPartnership with TEMPLO design studio for brand positioning and identity work. Collaborated on GF Smith project where TEMPLO redefined positioning and Made by ON delivered digital transformation.
• BibliothèqueminorStrategic or Co-development PartnerBrand identity partnership for Atelier100 project where Bibliothèque designed the brand identity and ON created the digital platform.
• GF SmithcoreOthersClient partnership for complete digital transformation of Britain's most prestigious paper company. ON delivered global e-commerce platform, localisation in five languages, distributor portals, and marketing toolkits for international growth.
• S-TcoreStrategic or Co-development PartnerCreative studio partnership for Greenpeace Unearthed project. S-T developed new name and visual identity; ON facilitated platform launch and ongoing technical support since 2017.
• PentagramminorStrategic or Co-development PartnerDesign consultancy partnership for London Design Biennale. Pentagram creates annual campaign identities; ON builds the digital canvas for applying these campaigns with minimal effort.
• Air.inccoreTechnology or IntegrationVideo platform integration partner using Air.inc for optimised video loading and quality across case studies. Air's API enables dynamic media handling replacing repo-stored assets for improved optimisation, versioning, and collaboration.
• ImgixcoreTechnology or IntegrationImage optimisation and delivery service used across projects for responsive image sizing and global delivery, reducing payload while maintaining visual quality.
• StoryblokcoreTechnology or IntegrationHeadless CMS partnership for client projects including Libeo, HAYAH, and London Design Festival. Enables faster, more dynamic websites with easy editing experience and live preview capabilities.
• PipedrivecoreTechnology or IntegrationCRM integration for lead management, replacing iframe-embedded forms with API-integrated approach for better control over UI and behaviour. Used for project enquiries and newsletter signups.
• 20(SOMETHING)minorStrategic or Co-development PartnerBrand identity partnership for Token.com project where 20(SOMETHING) created the brand language and ON brought it to life with UI design system.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Huge Inc. Large global digital agency (now part of Interpublic Group) offering strategy, design, marketing, and technology at scale. Competes for the same enterprise client mandates as ON but at vastly greater scale and broader service portfolio.
• R/GA: Global innovation and advertising agency spanning brand, product, and marketing technology for major enterprises. Overlaps with ON on digital product and brand experience work, but serves at enterprise scale with broader capabilities.

Direct peers

• Dogstudio: Belgium-rooted digital experience agency building immersive brand websites and platforms. Comparable boutique positioning, technology-led delivery, and enterprise-grade project scope.
• Fantasy Interactive (Fi): New York digital experience consultancy focused on brand, design, and engineering for Fortune 500 clients. Direct comparable to ON in service mix, audience (ambitious enterprises), and craft-led positioning.
• Active Theory: LA-based digital experience studio building immersive, interactive web platforms using WebGL and modern frameworks. Comparable to ON as a small, technically-led boutique serving enterprise brand experiences.
• ustwo: London-headquartered digital product studio with global studios, building apps, platforms, and digital experiences for major brands. Geographic and scale peer to ON, with overlapping enterprise client base.
• Resn: New Zealand-based digital experience boutique known for high-craft, award-winning interactive websites. Closely comparable to ON in size, specialism, and clientele (premium brands seeking bespoke digital experiences).
• Clay (formerly Ueno): Global design and technology agency with offices in SF, NYC, and elsewhere, building digital products and brand experiences. Comparable boutique scale, similar enterprise/startup mix, and modern tech-stack approach.
• Locomotive: Montreal-based web agency focused on bespoke, design-forward digital experiences for ambitious brands. Comparable boutique size, similar craft-driven client roster, and emphasis on measurable outcomes.
• Unit9: Global creative technology studio producing interactive digital experiences, sites, and products for major brands. Highly comparable to ON in scope (web, platforms, products), client caliber, and cross-functional delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/on-associates
• Instagraminstagram.com/made_by_on
• Xx.com/madebyon_com

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ON (madebyon.com)