IN10

What IN10 does

IN10 was a Dutch digital design and innovation agency founded in 1999 and headquartered in Rotterdam. In 2024 it merged with fellow Dutch agency GRRR to form Norday, a unified 68-specialist digital design and innovation firm operating from Rotterdam (HQ, Westblaak 122a) and an Amsterdam meeting space, with Rebecca Stadman as Managing Director and Geoffrey Jansen leading business development. Norday delivers services across three pillars — innovation by design, digital experiences, and brand design — wrapped in an "AI for Good" initiative focused on human-centered AI applications, and serves organizations in four primary verticals: healthcare, culture, climate tech, and public services.

The firm's underlying capability stack is a professional services design and innovation methodology rather than a software platform: there are no disclosed proprietary products, APIs, apps, patents, or model assets, and no SDK or MCP surface. Technology differentiation is positioned at the level of human-centered design practice and applied AI for positive societal impact, supported by industry recognition on the Dutch FONK150 and Emerce100 rankings.

Revenue is generated through B2B professional services engagements (project-based, quote-based, no disclosed pricing) acquired through direct outreach and inbound via the website contact forms. The agency is privately held, has no disclosed venture funding, and operates as part of the Handpicked Agencies international network. Geographic reach is domestic Netherlands only, with no app store, API, or international footprint claims in the source data.

Name

IN10

Legal name

Norday

Website

https://in10.nl

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

IN10 (now Norday) is a Dutch digital design and innovation agency of 68 specialists serving healthcare, culture, climate tech, and public-sector organizations across innovation, digital experience, and brand design services, with an "AI for Good" focus.

Ownership category

akta.pro rank

Product category

Digital Design & Innovation Services

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Digital Experience Monitoring & Management (DEX/DEM, AIOps for EUC) (BPAEAIAF)

akta.pro secondary industry

Technical Enablement & Adoption Services (Change Management, Adoption, Champions) (BPAEANAC)

Keywords

• Digital design services
• Innovation consulting
• Brand design agency
• Digital experience design
• AI solutions consulting

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Digital Design & Innovation Services: Professional services model providing digital design, innovation consulting, and AI solutions to organizations. Revenue generated through client engagements across innovation by design, digital experiences, and brand design service lines.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

IN10 (now operating as Norday) is a digital design and innovation agency that helps organizations in healthcare, culture, climate tech, and public services create meaningful impact through digital products, digital experiences, and AI solutions. The agency delivers work across three service pillars—Innovation by design, Digital experiences, and Brand design—using a co-creation methodology with clients, unified under an "AI for Good" philosophy that emphasizes human-centered value creation.

Product overview

Norday is a unified digital design and innovation agency formed from the merger of IN10 and GRRR. The company operates as a single integrated service offering rather than a platform-plus-modules architecture. The core portfolio consists of three main service pillars: Innovation by design, Digital experiences, and Brand design, all unified under the AI for Good initiative that brings human-centered AI solutions into client engagements. The agency employs 68 specialists serving organizations in healthcare, culture, climate tech, and public services from offices in Rotterdam (HQ) and Amsterdam.

Differentiator

Problem solved

Functional benefit

Products and services

• Innovation by design Service offering focused on innovation methodology that helps organizations transform through design-driven approaches, connecting strategic direction with tangible solutions via co-creation with clients.
• Digital experiences Service for designing and developing digital products and customer experiences for organizations, focused on digital services and experiences that affect how people work, live, play, and grow.
• Brand design Brand identity and design service for creating distinctive brand expressions for organizations, translating strategy into tangible brand assets and storytelling.
• AI for Good Service initiative focused on human-centered value creation through AI applications, integrating AI capabilities into digital products and services for clients across the agency's verticals.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• GRRRcoreStrategic or Co-development PartnerIN10 and GRRR merged to form Norday. The fusion focused on innovation strength, combining the expertise and methodologies of both digital design agencies. This merger created a unified entity with 68 specialists serving clients across healthcare, culture, climate tech, and public services.
• Handpicked AgenciesminorOthersNorday is part of the Handpicked Agencies network, an international collective of independent agencies. This affiliation provides access to a broader network of agency capabilities and potential collaborative opportunities.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Fjord (Accenture): Design and innovation arm of Accenture focused on service design, digital experiences, and transformation — overlapping capabilities and enterprise client profile, leveraging the broader Accenture platform versus Norday's independent model.
• IDEO: Pioneer in human-centered design and innovation consulting with strong overlap in "Innovation by Design" and "AI for Good" methodologies — comparable mission-driven positioning but much larger international footprint.
• R/GA: Global digital agency delivering brand, experience, and technology transformation work — overlapping service pillars (brand design, digital experiences, innovation) with Norday, but with global scale and a much broader client roster.
• Dept Agency: International digital agency combining creativity, technology, and data across marketing, commerce, and digital experience — comparable service pillars with much broader scale and multi-region delivery.
• Huge: Global digital experience agency offering strategy, design, marketing, and technology at scale — comparable service portfolio and target buyer, but operating with significantly larger scale and broader geographic reach than Norday.

Direct peers

• Informaat: Long-established Dutch design and digital agency operating in brand, digital, and content — historically comparable peer in the Dutch creative services market with similar vertical-mission positioning.
• Mirabeau: Dutch digital agency providing strategy, design, and technology solutions; comparable in size, geographic footprint, and B2B services model within the Netherlands.
• Fabrique: Leading Dutch digital design and innovation agency serving cultural, public, and commercial clients with strategy, brand, and digital experience design — direct competitor in the same Dutch market and overlapping verticals.
• Work & Co: Independent digital agency known for high-craft product, brand, and experience design for leading global brands — directly comparable in operating model and craft positioning, though typically serving larger international accounts.
• Greenberry: Netherlands-based digital agency delivering strategy, design, and technology services across digital transformation and customer experience — directly comparable in size, geography, and B2B professional services model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/norday-agency
• Instagraminstagram.com/norday_agency
• Xx.com/in10

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 IN10