Objective
Objective is a Salt Lake City-based custom software design and development firm delivering web, mobile, e-commerce, AWS consulting, and machine learning services to enterprise, mid-market, startup, and SMB clients across diverse industries under a selective, project-based engagement model.
- Company typePrivate
- Founded2015
- HeadquartersSalt Lake City, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Objective does
Objective is a Salt Lake City-based custom software design and development firm founded in 2003, providing professional services across web applications, mobile apps, system integrations, e-commerce platforms, UX/UI design, AWS cloud consulting, and machine learning development. The firm serves enterprise, mid-market, startup, and SMB clients across at least twelve industries including professional services, technology, education, construction, real estate, food and beverage, luxury retail, e-commerce, IoT, energy/solar, and sportswear, with a visible client roster that includes Xerox, Western Digital, BYU, Aveda, MasterControl, Franklin Covey, and Layton Construction.
The firm operates a sales-led, consultative go-to-market model anchored by a "Book A Discovery Call" call-to-action and direct phone contact, deliberately positioning itself as selective on project fit rather than volume-driven. Revenue is generated through quote-based, project-by-project professional services engagements rather than standardized product tiers or platform licensing, and pricing is not publicly disclosed. Core technology delivery leverages modern web and mobile stacks on AWS infrastructure, with machine learning capabilities applied to client products (e.g., Airin) rather than productized as proprietary offerings.
The business has operated continuously for over two decades under private ownership, with no disclosed institutional funding, parent company, acquisitions, subsidiaries, or patents. The sole named executive is COO Bart Hubbard; ownership structure and broader leadership team are not disclosed. The firm maintains a single headquarters in Salt Lake City, Utah, serving a North American client base.
Objective firmographics
Firmographics- Name
- Objective
- Legal name
- Objective
- Website
- https://objectiveinc.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Objective is a Salt Lake City-based custom software design and development firm delivering web, mobile, e-commerce, AWS consulting, and machine learning services to enterprise, mid-market, startup, and SMB clients across diverse industries under a selective, project-based engagement model.
- Ownership category
- akta.pro rank
Objective industry classification
Industry- Product category
- Custom Software Development Services
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design Services (541512)
- SIC
- Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Custom Application Development (Web/Mobile/Desktop) (BPAEAFAA)
- akta.pro secondary industries
- Application Outsourcing (AO) (BPAEAMAA), AI/ML Engineering & Model Development Services (BPAEAHAF)
Keywords
Where Objective is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Objective business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Custom Software Development Services: Professional services revenue from designing and developing custom web applications, mobile apps, system integrations, software solutions, and e-commerce platforms for enterprise and mid-market clients.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Objective product offering
Product offeringCore offering
Objective is a custom software design and development services firm that builds web applications, mobile apps, system integrations, e-commerce platforms, and machine learning solutions. The company also provides UX/UI design, web design, AWS consulting, and digital agency services, delivering end-to-end product development for startups through enterprise clients.
Product overview
Objective is a custom software design and development services firm offering web apps, mobile apps, system integrations, software development, e-commerce sites, UX/UI design, web design, AWS consulting, machine learning development, and digital agency services. The company does not offer a distinct product portfolio but rather provides professional services across multiple technology domains to help clients create and launch products. Services are delivered by an experienced team with over 20 years of combined expertise, serving a diverse client base across various industries.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Software Development
- UX/UI Design Consulting
- Web Design Services
- AWS Consulting
- Machine Learning Development
- Digital Agency Services
Companies that use Objective
Customer profileNamed customers21 records
Segments3 records
Ideal customer profiles3 records
Objective technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Objective partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights3 records
Objective competitors and assessment
Company assessmentBroad incumbents
- Globant: Global digital engineering firm delivering custom software, AI, and cloud services at much larger scale than Objective, including AWS consulting and ML — competes for enterprise custom development mandates.
- Thoughtworks: Established global technology consultancy offering custom software development, cloud, and data/AI engineering — competes with Objective on larger enterprise engagements requiring strategic and custom delivery.
- Slalom: Large U.S. consulting firm with a dedicated technology and digital product practice delivering custom software, cloud, and data engineering — competes for the same enterprise RFPs as Objective.
Direct peers
- DockYard: Boutique custom software and web/mobile development firm with selective engagement model, comparable in size and service mix to Objective, including AWS/cloud and product design.
- Table XI: Boutique custom software consultancy delivering web, mobile, and product development with a selective-fit ethos akin to Objective's positioning, serving mid-market and enterprise clients.
- Fingent: Custom software development and IT outsourcing firm offering web, mobile, cloud, and AI services to enterprise clients — directly comparable business model to Objective's project-based delivery.
- WillowTree (Stride): Boutique-to-mid-market digital product agency specializing in custom web, mobile, and UX/UI design for enterprise clients — closely comparable positioning to Objective in size, model, and target buyer.
- Simform: Custom software, cloud, and ML development services firm with project-based engagements for enterprise and mid-market clients, mirroring Objective's professional services and tech stack positioning.
- BairesDev: Large-scale custom software development services firm offering web, mobile, and ML development for enterprise and startup clients globally — directly competing for the same custom development engagements as Objective.
- Dom & Tom (Domntom): Custom software and mobile app development agency of similar size to Objective, serving enterprise and mid-market clients across diverse industries with full-lifecycle development services.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Objective social profiles
Digital presenceObjective financial estimates
Financial estimateRevenue estimate
Valuation estimate
Objective leadership team
Management profileNumber of profiles
Profiles1 record
Objective funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Objective 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 Objective
What does Objective do?
Objective is a custom software design and development services firm that builds web applications, mobile apps, system integrations, e-commerce platforms, and machine learning solutions. The company also provides UX/UI design, web design, AWS consulting, and digital agency services, delivering end-to-end product development for startups through enterprise clients.
Is Objective a public or private company?
Objective is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Objective founded?
Objective was founded in 2015. It employs 11 to 50 people.
Where is Objective based?
Objective is headquartered in Salt Lake City, United States, in the North America region.
How does Objective make money?
One revenue line is on record: custom Software Development Services.
Who are Objective's main competitors?
Broad incumbents on record are Globant, Thoughtworks and Slalom. Direct peers are DockYard, Table XI, Fingent, WillowTree (Stride), Simform, BairesDev and Dom & Tom (Domntom).
Does Objective have an API?
No public API is recorded for Objective.
What industry is Objective in?
Objective's product category is Custom Software Development Services. Its primary akta.pro industry code is BPAEAFAA, Custom Application Development (Web/Mobile/Desktop), with a secondary code of BPAEAMAA, Application Outsourcing (AO). Its NAICS code is 541511 and its SIC code is 7371.