Hups
Hups is a Stockholm-based management consultancy and SaaS vendor, founded in 2020, that sells a transformation platform (Hups TMS), learning management system (Hups LMS), research-based training programs, and expert services to large enterprises and government organizations seeking to build self-improving, flow-oriented operations.
- Company typePrivate
- Founded2020
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Hups does
Hups (legal entity: Hups AB, Swedish Aktiebolag, organization number 556936-2717) is a Stockholm-based private management consultancy and software vendor, founded in 2020 with a current headcount of 11–50 employees. The company targets large enterprises and government organizations seeking to become "self-improving," addressing failure modes such as silo thinking, poor flow efficiency, and continuous-improvement initiatives that do not deliver. Its central thesis is that transformation must be leader-driven rather than consultant-driven, supported by research grounded in Toyota Production System principles and academic work including the book 'This is Lean' (co-authored by people associated with Hups, with Professor Pär Åhlström of the Stockholm School of Economics).
Hups monetizes through an integrated offering of three product layers: the Hups TMS (Transformation Management System, SaaS platform at platform.hups.com) for transformation management, onboarding, training, and visual boards such as the proprietary 'Bowler Chart'; the Hups LMS (Learning Management System at app.hups.com) for delivering structured training programs and capability assessments; and research-based training programs plus expert services covering 'Train-the-Leader' and 'Train-the-Expert' methodologies, the Grey Zone / PDCA framework, Hoshin Kanri Catchball, and the Efficiency Matrix. Pricing is not publicly disclosed and is quote-based, gated behind demo and 'Talk to an Expert' CTAs, indicating a consultative enterprise sales motion rather than self-serve PLG.
The go-to-market relies on content marketing (named-expert authored blog), webinars, LinkedIn, and named executive advocacy from customers including Volvo Group, LKAB, Cloetta, Apotekstjänst, Trafikverket, Auctionet, and Pantamera-Returpack. Documented customer outcomes include 200+ improvements at Cloetta, 196 improvements in 6 weeks at Apotekstjänst, a delivery-time reduction from 17 to 7 days at Auctionet, and a maintenance-time reduction from 31 to 6 days at another client. The company recently achieved ISO 27001:2022 certification in March 2026, operates AWS infrastructure in the EU, and has an affiliate/group company relationship with Nimocon AB, but discloses no external funding, parent company, or M&A activity.
Hups firmographics
Firmographics- Name
- Hups
- Legal name
- Hups AB
- Website
- https://hups.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hups is a Stockholm-based management consultancy and SaaS vendor, founded in 2020, that sells a transformation platform (Hups TMS), learning management system (Hups LMS), research-based training programs, and expert services to large enterprises and government organizations seeking to build self-improving, flow-oriented operations.
- Ownership category
- akta.pro rank
Hups industry classification
Industry- Product category
- Operational Excellence / Lean Transformation Software
- NAICS
- Computer Systems Design and Related Services (5415)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Enterprise Work Management & Collaborative Workflow Platforms (HDAEAHAI)
- akta.pro secondary industry
- Enterprise Application Training, Change Management & Adoption Services (BPAEAGAN)
Keywords
Where Hups is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Hups business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transformation Platform (Hups TMS): SaaS platform subscription for transformation management, onboarding, training, and visual boards for driving organizational change. Accessed via platform.hups.com.
- Learning Management System (Hups LMS): Learning platform for programs and capability assessments, enabling teams to take structured training and evaluate capabilities.
- Research-Based Training Programs: Structured training programs built to develop skills in teams, designed for organizational engagement and ownership. Includes Train-the-Leader and Train-the-Expert methodologies.
- Expert Services for Transformation Support: Expert consultation and support services for driving transformation across organizations, from strategy to daily operations.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Hups product offering
Product offeringCore offering
Hups combines a dual-platform digital system (Hups TMS for transformation management and Hups LMS for learning and capability assessments) with research-based training programs and expert services. The offering targets organizations seeking to build self-improving cultures by managing flows, tracking progress, and sustaining change across teams and regions using methodologies grounded in Toyota Production System principles.
Product overview
Hups offers a transformation management system combining a digital platform with physical training and expert support. The core offering consists of the Hups Transformation Platform (TMS), Hups TMS, and Hups LMS, which together enable organizations to manage flows, track progress, drive improvements, and sustain change. The platform is complemented by Research-Based Training Programs and Expert Services for Transformation Support, creating a unified system for building self-improving organizations focused on flow-oriented operations strategy.
Differentiator
Problem solved
Functional benefit
Products and services
- Hups Transformation Management System (TMS) A digital platform that supports daily teamwork, learning, and continuous improvement, enabling organizations to manage flows, track progress, and drive improvements across teams and regions. It includes onboarding, training, and visual boards for driving transformation.
- Hups Learning Management System (LMS) A learning platform where users can take structured programs and assess capabilities. Supports delivery of research-based training content and team capability building.
- Research-Based Training Programs Structured training programs built to develop important skills in teams, enabling engagement and true ownership from insights. Includes Train-the-Leader and Train-the-Expert methodologies grounded in 20+ years of operational excellence research.
- Expert Services for Transformation Support Expert support for driving transformation across organizations, from strategy to daily operations. Includes on-site and remote consulting delivered by practitioners with Toyota experience and certified transformation specialists.
Quantifiable outcome
- Reduce lead times significantly through flow optimization
- +5 more outcomes
Companies that use Hups
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
Hups technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Hups partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Nimocon ABcoreNimocon AB is identified as an affiliate and group company of Hups AB in the privacy policy. Listed as part of the corporate structure under the same privacy policy framework.
Scale indicators5 records
Recent moves5 records
Expansion highlights6 records
Hups competitors and assessment
Company assessmentDirect peers
- KaiNexus: KaiNexus is a continuous-improvement/kaizen software platform that helps organizations capture, prioritize, and track improvement ideas across teams. It is the closest direct competitor to Hups' TMS in the digital Lean/CI tooling category, serving enterprise transformation buyers with similar subscription economics.
- Planview LeanKit: LeanKit (now part of Planview) is a Lean/Agile work management platform for visualizing work, managing flow, and driving continuous improvement. It overlaps with Hups TMS in kanban-style flow boards and transformation tracking, particularly for cross-functional teams.
- TBM Consulting Group: TBM Consulting is a specialist Lean/operational-excellence consultancy that combines proprietary methodologies with on-site transformation services. Its hybrid consulting-plus-tools model mirrors Hups' positioning and customer base of mid-to-large manufacturers and operations leaders.
- iObeya: iObeya is a visual management and digital Obeya room platform used to run Lean/Agile transformations at scale. It competes with the board-driven, daily-workflow collaboration features of Hups TMS, particularly for European enterprises pursuing visual management and Hoshin Kanri deployments.
- Gemba Academy: Gemba Academy delivers Lean training content and an online learning library for practitioners and enterprises. It is comparable to Hups' research-based training programs and LMS offering for the same operational-excellence buyer persona.
- Waypoint Group: Waypoint Group is a Lean transformation consultancy focused on flow, continuous improvement, and operational excellence, with a strong European presence. It competes head-to-head with Hups' expert services and training programs for the same operations-transformation buyer.
Broad incumbents
- Asana: Asana is a broadly adopted work management platform that enterprise teams use for cross-functional initiative tracking. While not Lean-specific, it competes with Hups TMS for the same 'manage flows, track progress, drive improvements across teams' use case at a much larger scale and lower price point.
- Deloitte Consulting: Deloitte operates large-scale operations transformation and change management practices that overlap with Hups' expert services, but as part of a much broader portfolio of strategy and technology consulting. It competes for the same enterprise transformation RFPs at a different scale and price point.
Emerging players
- Symphony (formerly Cipher): Symphony (formerly Cipher) is an enterprise transformation platform combining communication, work management, and analytics for large change programs. It addresses the same transformation-tracking use case as Hups TMS but with a broader enterprise-comms orientation.
- Docebo: Docebo is an enterprise LMS platform with AI-driven learning personalization. It is comparable to the Hups LMS layer as an alternative learning infrastructure choice for organizations that want learning management decoupled from Hups' transformation methodology.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Hups social profiles
Digital presenceHups compliance and trust
Trust signalCompliance1 record
Hups financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hups leadership team
Management profileNumber of profiles
Profiles7 records
Hups funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hups 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 Hups
What does Hups do?
Hups combines a dual-platform digital system (Hups TMS for transformation management and Hups LMS for learning and capability assessments) with research-based training programs and expert services. The offering targets organizations seeking to build self-improving cultures by managing flows, tracking progress, and sustaining change across teams and regions using methodologies grounded in Toyota Production System principles.
Is Hups a public or private company?
Hups is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hups founded?
Hups was founded in 2020. It employs 11 to 50 people.
Where is Hups based?
Hups is headquartered in Stockholm, Sweden, in the Europe region.
How does Hups make money?
Four revenue lines are on record. Transformation Platform (Hups TMS) is the primary driver. The others are learning Management System (Hups LMS), research-Based Training Programs and expert Services for Transformation Support.
Who are Hups's main competitors?
Direct peers on record are KaiNexus, Planview LeanKit, TBM Consulting Group, iObeya, Gemba Academy and Waypoint Group. Broad incumbents are Asana and Deloitte Consulting. Emerging players are Symphony (formerly Cipher) and Docebo.
Does Hups have an API?
No public API is recorded for Hups.
What industry is Hups in?
Hups's product category is Operational Excellence / Lean Transformation Software. Its primary akta.pro industry code is HDAEAHAI, Enterprise Work Management & Collaborative Workflow Platforms, with a secondary code of BPAEAGAN, Enterprise Application Training, Change Management & Adoption Services. Its NAICS code is 5415 and its SIC code is 8742.