Milkymap
Milkymap is a Netherlands-based SaaS company offering the Milkymap Galaxy customer journey mapping platform, plus MilkyAi, CX Actionboard, and proprietary methodologies, sold via self-service and enterprise sales to organizations across telecom, banking, energy, retail, and other verticals.
- Company typePrivate
- Founded2017
- HeadquartersVleuten, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Milkymap does
Milkymap is a Netherlands-based private SaaS company that provides customer journey mapping and management software to enterprise and SMB customers across multiple verticals, including telecommunications (T-Mobile, KPN, Orange, Vodafone, Ziggo), banking (ABN AMRO), energy (Vattenfall), automotive (BMW Finance), publishing (Elsevier), retail (My Jewellery), and consumer appliances (B/S/H). The platform, branded as Milkymap Galaxy, enables organizations to design, share, and optimize customer journey maps across touchpoints and channels through a self-service signup model (galaxy.milkymap.com) that includes a 30-day free trial of the Galaxy Business tier.
The product architecture combines the Galaxy platform with the CX Actionboard real-time dashboard, Stargate middleware for API-based data integration, the proprietary CX Life Cycle Model framework, and MilkyAi — an AI assistant that analyzes, creates, checks, and reports on journey data. Two codified methodologies, the 6-Step Customer Journey Mapping Method and the 7-Phase Customer Journey Management Toolkit (based on Double Diamond Service Design), are bundled into the offering. Milkymap Galaxy and CX Life Cycle Model are registered trademarks held by the operating entity Milkyway d-Sign Factory B.V. (with sister entity Milkymap Solutions B.V.), both Dutch private limited companies headquartered in Boekel, with a dedicated training academy in Amersfoort.
The company operates a hybrid revenue model: tiered SaaS subscriptions (Galaxy Business and Galaxy Enterprise with MilkyAi) on monthly or annual auto-renewal, professional services via in-person customer journey mapping training priced at €495 per person, and an exclusive 2024 partnership with Paragon (a customer communication management specialist with 1,200+ customers in Netherlands and Belgium) for combined CX delivery. Distribution is product-led for the lower tier and field-sales-led (Calendly demos, consultation calls) for enterprise. Co-founders Danny Peters (CEO) and Olf Uineken (CFO & CTO) lead a team reported at 1–10 employees, with no institutional funding disclosed.
Milkymap firmographics
Firmographics- Name
- Milkymap
- Legal name
- Milkyway d-Sign Factory B.V.
- Website
- https://milkymap.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Milkymap is a Netherlands-based SaaS company offering the Milkymap Galaxy customer journey mapping platform, plus MilkyAi, CX Actionboard, and proprietary methodologies, sold via self-service and enterprise sales to organizations across telecom, banking, energy, retail, and other verticals.
- Ownership category
- akta.pro rank
Milkymap industry classification
Industry- Product category
- Customer Experience Management Software
- NAICS
- Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Customer Experience (CX) & Journey Strategy (MPAAAFAI)
- akta.pro secondary industries
- Customer Journey Orchestration & Campaign Management (BPAFAFAF), Customer Experience (CX) & Digital Experience (BPAHAEAC), B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)
Keywords
Where Milkymap is headquartered
LocationHeadquarters
- HQ city
- Vleuten
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Milkymap business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- SaaS Platform Subscriptions: Milkymap operates primarily on a subscription-based SaaS model with tiered membership plans including Galaxy Business and Galaxy Enterprise. Subscriptions auto-renew monthly or annually unless cancelled. Trial offers automatically convert to paid memberships at the end of the trial period.
- Training Services: The company offers paid training programs including a one-day Customer Journey Mapping training at €495 per person excluding VAT. Training includes templates, lunch, materials, and a Milkymap Customer Journey Trailblazer certificate. In-house training for teams is also available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Galaxy Business - 30 days free trial available |
| Subscription | Monthly | Business & Enterprise with MilkyAi |
| Unit Pricing | Pay-as-you-go | Customer Journey Mapping Training |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Milkymap product offering
Product offeringCore offering
Milkymap sells a SaaS Customer Journey Mapping and Management platform called Milkymap Galaxy that lets organizations design, visualize, share and optimize end-to-end customer experiences across all touchpoints and channels. The platform bundles the proprietary CX Life Cycle Model® framework, MilkyAi generative-AI analysis, the CX Actionboard® real-time dashboard, and the Stargate middleware for data integration. Complementary paid services include instructor-led Customer Journey Mapping training and proprietary 6-step and 7-phase methodology toolkits sold as consulting engagements.
Product overview
Milkymap offers a unified SaaS platform called Milkymap Galaxy for customer journey mapping and management, complemented by specialized modules and proprietary methodologies. The core platform includes MilkyAi for AI-powered analysis and the CX Actionboard for real-time dashboards, connected via Stargate middleware. The product portfolio includes two formal methodologies: the 6-Step Customer Journey Mapping Method for rapid journey visualization, and the 7-Phase Customer Journey Management Toolkit based on Double Diamond Service Design. The CX Life Cycle Model serves as the organizing framework across all solutions. Training services and the Paragon partnership extend the ecosystem for customer communication management.
Differentiator
Problem solved
Functional benefit
Brands
- Galaxy: The Milkymap Galaxy is the customer journey mapping platform that enables organizations to visualize and optimize their customer experiences across all touchpoints and interactions.
- Stargate
- MilkyAi
Products and services
- Milkymap Galaxy Primary SaaS customer journey management platform that enables organizations to digitally create, visualize, collaborate on, and manage customer journey maps across teams and touchpoints. Offered as tiered subscriptions (Galaxy Business and Galaxy Enterprise) with a 30-day free trial for the Business tier.
- Stargate Data Integration Middleware/data-integration solution that connects disparate customer data sources via API connectors so organizations can compare Customer Journeys and the CX Life Cycle Model across data feeds and feed the CX Actionboard with near real-time data.
- Customer Journey Mapping Training One-day paid training program (€495 per person, excluding VAT) that teaches participants to build Customer Journey Maps and use the Milkymap platform; available publicly in Amersfoort or as in-house training for corporate teams, awarding the Milkymap Customer Journey Trailblazer certificate.
- CX Life Cycle Model Framework Proprietary strategic framework that structures CX metrics and customer data into one model covering all customer segments, products and brands within an organization, used to organize consulting engagements and align platform implementations.
- 6-Step Customer Journey Mapping Method Structured one-day customer journey mapping methodology that gathers input from multidisciplinary teams to visualize, analyze and optimize the customer journey end-to-end across all touchpoints and channels.
- 7-Phase Customer Journey Management Toolkit Comprehensive methodology toolkit built on the Double Diamond Service Design approach that enables organizations to independently map and optimize customer journeys from scoping through implementation, including internal-champion training.
Quantifiable outcome
- 10,000+ Customer Journey Maps created on the platform
- +2 more outcomes
Companies that use Milkymap
Customer profileNamed customers12 records
Segments8 records
Ideal customer profiles2 records
Milkymap technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature7 records
Milkymap partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ParagoncoreParagon, an expert in customer communication management, and Milkymap entered into an exclusive partnership to assist companies in designing, implementing, and organizing customer experiences more easily. The partnership combines Paragon's expertise in customer communication with Milkymap's CX knowledge and platform. Paragon serves over 1,200 customers in Netherlands and Belgium with 500 colleagues and 8 locations. The combined offering helps organizations transform into customer-focused organisations, digitize customer journeys and communications, and make structural improvements.
Scale indicators5 records
Recent moves5 records
Expansion highlights6 records
Milkymap competitors and assessment
Company assessmentDirect peers
- Smaply: Smaply is a direct competitor offering persona, stakeholder, and customer journey mapping software for experience design teams. It targets the same CX practitioner buyer as Milkymap Galaxy with a similar journey-mapping and collaboration focus.
- TheyDo: TheyDo is a journey management platform that helps teams prioritize and operationalize customer journeys. Like Milkymap, it is Europe-based and competes for the same enterprise journey management budget, with comparable AI and prioritization features.
- UXPressia: UXPressia provides customer journey mapping, persona, and impact mapping tools used by CX and UX teams. It overlaps directly with Milkymap Galaxy on journey visualization and stakeholder collaboration workflows.
- Custellence: Custellence is a Scandinavian customer journey mapping and management platform. It targets the same enterprise CX mapping use case as Milkymap with comparable journey map creation and sharing capabilities.
- Touchpoint Dashboard: Touchpoint Dashboard is a journey management tool focused on visualizing and managing customer touchpoints, similar to Milkymap's CX Actionboard and Stargate integration approach for real-time journey insights.
Broad incumbents
- Qualtrics: Qualtrics is a large enterprise customer experience and experience management platform. It competes with Milkymap in CX measurement and journey analytics, but as a much broader platform spanning surveys, XM, and contact center analytics.
- Medallia: Medallia is an enterprise customer and employee experience management platform with deep text analytics and journey analytics. It overlaps with Milkymap's journey insights and CX management capabilities at much larger enterprise scale.
- Miro: Miro is a collaborative whiteboard platform widely used for journey mapping workshops. While not a dedicated journey management tool, it competes for the same CX mapping budget in the early discovery and visualization stages of journey work.
- Salesforce (Experience Cloud / Journey Builder): Salesforce offers customer journey orchestration, mapping, and analytics capabilities within its CRM and Marketing Cloud suites. It competes for enterprise CX and journey management spend, especially with existing Salesforce customers.
- Adobe Experience Cloud: Adobe Experience Cloud (including Customer Journey Analytics) is a large enterprise CX and journey analytics suite. It competes with Milkymap for enterprise journey analytics and CX management budgets, particularly in marketing-led organizations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Milkymap social profiles
Digital presenceMilkymap compliance and trust
Trust signalCompliance2 records
Milkymap financial estimates
Financial estimateRevenue estimate
Valuation estimate
Milkymap leadership team
Management profileNumber of profiles
Profiles2 records
Milkymap funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Milkymap 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 Milkymap
What does Milkymap do?
Milkymap sells a SaaS Customer Journey Mapping and Management platform called Milkymap Galaxy that lets organizations design, visualize, share and optimize end-to-end customer experiences across all touchpoints and channels. The platform bundles the proprietary CX Life Cycle Model® framework, MilkyAi generative-AI analysis, the CX Actionboard® real-time dashboard, and the Stargate middleware for data integration. Complementary paid services include instructor-led Customer Journey Mapping training and proprietary 6-step and 7-phase methodology toolkits sold as consulting engagements.
Is Milkymap a public or private company?
Milkymap is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Milkymap founded?
Milkymap was founded in 2017. It employs 1 to 10 people.
Where is Milkymap based?
Milkymap is headquartered in Vleuten, Netherlands, in the Europe region.
How does Milkymap make money?
Two revenue lines are on record. SaaS Platform Subscriptions are the primary driver. The others are training Services.
Who are Milkymap's main competitors?
Direct peers on record are Smaply, TheyDo, UXPressia, Custellence and Touchpoint Dashboard. Broad incumbents are Qualtrics, Medallia, Miro, Salesforce (Experience Cloud / Journey Builder) and Adobe Experience Cloud.
Does Milkymap have an API?
No public API is recorded for Milkymap.
What industry is Milkymap in?
Milkymap's product category is Customer Experience Management Software. Its primary akta.pro industry code is MPAAAFAI, Customer Experience (CX) & Journey Strategy, with a secondary code of BPAFAFAF, Customer Journey Orchestration & Campaign Management. Its NAICS code is 54151 and its SIC code is 7372.