What Iwink does

iWink BV is a privately held, founder-controlled full-service digital agency headquartered in Groningen, Netherlands (with a secondary office in Utrecht), founded in 2002 by Simon Wisselink and Jurriaan Wentink. The company builds, hosts, and supports accessible digital communication platforms for Dutch healthcare providers, housing corporations, government bodies, educational institutions, and corporate B2B clients, serving 400+ customers across 1,250+ launched websites and 750+ web applications.

The technological core is the proprietary iWink CMS (formerly the Kirra platform, rebranded under the iWink flag in November 2020), a multi-channel content management system that lets organizations manage websites, email/mailings, narrowcasting, intranet, and digital reporting from a single content repository. The platform is delivered with sector-specific packages for housing corporations, healthcare, and business sites, all certified WCAG 2.1 AA and bearing the Drempelvrij (Barrier-Free) quality mark — iWink was the first Dutch provider to earn this mark for both a website product (2021) and a publication/reporting tool. Infrastructure runs on ISO 27001-certified Dutch data centers with documented zero abuse incidents, and the platform is extended through a large library of third-party connectors spanning ERP, HR, analytics, CRM, payments, and identity (e.g., AFAS, SAP, Dynamics, Piwik PRO, Deepl, Cookiebot, Messagebird, Salesforce, Simplicate).

Commercially, iWink operates a hybrid SaaS-plus-professional-services model: subscription licensing for the CMS, hosting, mailer, and reporting is bundled with annual packages, while custom development, implementation, and accessibility consulting are sold separately. Go-to-market is sales-led and concentrated in the Netherlands, supported by content marketing, a 1,400+ subscriber newsletter, and the annual Digital Trend Event. The customer base spans enterprise and mid-market Dutch organizations, with long-tenured anchors (Gasunie as a customer since the company's earliest days), 9.2/10 customer satisfaction, and ~10% organic annual sales growth funded entirely from operations — no external funding rounds are disclosed.

Name

Iwink

Legal name

iWink BV

Website

https://iwink.nl

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

iWink is a Groningen-based Dutch digital agency that builds and hosts the proprietary iWink CMS, delivering accessible (WCAG-certified) websites, reporting, mailer, and intranet solutions to 400+ Dutch healthcare, housing corporation, government, and corporate B2B clients on a subscription-plus-services model.

Ownership category

akta.pro rank

Product category

Content Management Software

NAICS

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

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

B2B/EDI & Partner Integration (BPAMAOAJ)

akta.pro secondary industry

Managed File Transfer (MFT) & B2B Integration (EDI) (HDAEAIAE)

Keywords

• Digital agency services
• Content management software
• Website development services
• Digital accessibility solutions
• Intranet platform services

Headquarters

HQ city

Groningen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscriptions: Subscription-based licensing for CMS platform, websites, reporting tools, and mailer services. Hosting is included in packages. Standard packages are customized by iWink staff.
2. Professional Services: Custom development, implementation, and consulting services for digital communication solutions targeting healthcare, housing corporations, corporate B2B, and education sectors.
3. Hosting Services: Hosting is bundled with all services and packages. TLS/SSL certificates included as standard. Fallback environments and enhanced SLAs available as add-ons.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

iWink is a full-service Dutch digital agency that develops and sells the proprietary iWink CMS platform (formerly Kirra) and provides websites, email marketing (Mailer), digital reporting (iwink.report), online marketing (SEO/analytics), intranet, and digital accessibility services. The platform enables multi-channel content management across websites, email, narrowcasting, intranet and reporting from a single CMS, sold primarily as customized subscription packages to Dutch healthcare, housing corporation, government and enterprise B2B clients.

Product overview

iWink is a full-service digital agency offering a platform-plus-modules architecture centered on the iWink CMS (Digital Communication Platform). The core product portfolio includes Websites (with sector-specific packages for housing corporations, healthcare, and businesses), Reporting (digital publication tool), Mailer (email marketing), and Online Marketing (SEO/analytics). All products are built on the unified CMS, enabling multi-channel content management across websites, email, narrowcasting, intranet, and reporting from a single system. The offering is extended through an extensive catalog of modules and connectors for third-party integrations, plus supporting services including hosting, support SLAs, and digital accessibility consulting. Formerly known as Kirra (rebranded November 2020), the company serves 400+ customers primarily in the Dutch market.

Differentiator

Problem solved

Functional benefit

Brands

• iWink.report: SaaS product for digital publishing, reporting and annual reports
• iWink CMS (Kirra)
• platform.iwink.nl

Products and services

• iWink CMS Proprietary multi-channel content management system powering all iWink products, enabling management of websites, mailings, narrowcasting, intranet and reporting from a single platform with multi-user support, workflow management, automated redirects, media management, and integrated analytics.
• Websites Website design, development and hosting service including sector-specific website packages for Dutch housing corporations, healthcare organizations, and businesses, with WCAG 2.1 accessibility compliance.
• Reporting (iwink.report) Digital publishing tool for creating accessible online reports, annual reports, brochures, and research publications; first WCAG-certified publication tool in the Netherlands carrying the Drempelvrij (Barrier-Free) quality mark.
• Mailer

Quantifiable outcome

• 72% of customers rate support as 'fantastic'
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration46 records

AI capability3 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core and supporting.

• Piwik PROcoreTechnology or Integration · 1 April 2023Official Piwik PRO partner since April 2023. Piwik PRO provides privacy-friendly analytics software for organizations to collect and analyze web statistics. Integration allows iWink customers to use privacy-compliant analytics instead of Google Analytics.
• Cardan TechnobilitysupportingImplementation/ SI/ Consulting PartnerPartner for conducting WCAG inspections and accessibility audits. Works with iWink to offer accessibility compliance verification services for clients.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Mirabeau: Dutch digital agency (part of Cognizant Digital Business) specializing in strategy, design, and technology services for large Dutch enterprises and brands. Comparable to iWink on Dutch enterprise web/digital delivery but with substantially larger parent-backed scale.
• Webpower: Dutch email marketing and marketing automation platform operating internationally under Spotler Group. Direct overlap with iWink's Mailer product line and broader Dutch B2B marketing technology positioning, though Webpower is a SaaS-only vendor without the agency/services layer.
• Valtech: Global digital experience agency with European focus, offering strategy, technology, and marketing services across enterprise customers. Overlaps with iWink on digital platform implementation and enterprise B2B web/digital communication work, but operates at much larger scale and global breadth.
• Emakina: European digital agency group with strong Benelux presence, offering digital strategy, technology, and creative services across multiple verticals. Comparable to iWink on Dutch/European digital services for enterprise customers, with broader geographic footprint and larger scale.
• Dept: Large global digital agency with deep Dutch roots offering end-to-end digital transformation, including CMS, websites, marketing technology, and creative services. Comparable to iWink on core capabilities but with significantly larger scale, international footprint, and broader service portfolio.
• Spotler: Dutch-headquartered marketing technology group offering email marketing, CMS, and marketing automation software including the Webpower and Copernica brands. Comparable to iWink on Dutch B2B martech positioning, particularly the Mailer and Online Marketing offerings, but at a larger SaaS scale.

Direct peers

• Active Wizards: Dutch digital agency specializing in custom web development, e-commerce, and CMS implementations for B2B clients. Overlaps with iWink on Dutch mid-market web development and CMS customization, though smaller in scale and without the proprietary CMS platform of iWink.
• Hoppinger: Dutch digital agency and CMS platform provider headquartered in Breda, offering custom web development, content management, and digital communication solutions for B2B and public-sector clients — directly comparable to iWink in geography, customer segments (housing corporations, healthcare, government), and proprietary CMS-led business model.
• Ligo: Dutch digital agency offering website development, online marketing, and CMS solutions. Comparable to iWink as a Dutch B2B-focused digital services firm with similar service line and target customer profile.
• Conclusion: Dutch digital transformation consultancy combining business consulting, technology, and managed services across multiple Dutch verticals including public sector and healthcare. Comparable to iWink in Dutch enterprise/government focus and integrated digital service delivery model, though broader in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/iWink
• YouTubeyoutube.com/c/iWinkNL
• Facebookfacebook.com/iwink
• LinkedInlinkedin.com/company/iwink
• Instagraminstagram.com/iwink.nl

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Iwink