underworks

What underworks does

Underworks Co., Ltd. (アンダーワークス株式会社) is a privately held, Tokyo-headquartered digital marketing consulting firm founded in April 2006. The company sells professional services — strategy planning, implementation, and operational support — to large Japanese enterprise clients across verticals including aviation (ANA, JAL), manufacturing (Daikin, Olympus, Toshiba, Subaru, Sekisui Chemical), IT (NTT Data), and consumer (Suntory Beverage Solution). Underworks reports a 9.52/10 customer satisfaction NPS from its 2025 client survey and claims engagement with over 100 major companies, supported by bilingual consultants able to coordinate headquarters and overseas subsidiary marketing operations.

The service portfolio is organized into five areas: Strategy (marketing-technology stack architecture, digital marketing strategy), Web Infrastructure (global website construction and operations, AI search content strategy, CMS introduction), Marketing Execution (AI agent implementation, marketing automation), Data (BI/dashboards, CDP, AI data utilization, tag assessment), and Governance (global data privacy, web governance, policy revision, consent management). Underworks runs its own annual Marketing Technology Chaos Map Japan covering approximately 1,150 martech tools and an annual Marketing Data Management Practices Survey, which act as proprietary thought-leadership assets. The firm operates a corporate website rebuilt in May 2026 on a headless CMS × AI architecture as a self-reference, and actively produces DMJ blog content on AI trends.

Revenue is generated primarily through project-based consulting engagements priced by quote, supplemented by marketing-technology sales and implementation support tied to a partner roster that includes Salesforce Japan (since 2016), Sitecore (since 2017), Tealium, Adobe, HubSpot, Marketo, Oracle, Domo, Workato (since February 2026), Ensighten, OneTrust/TrustArc, Siteimprove, CabinetM (Japan-first partner), Lytics, and Drupal. Distribution runs through direct enterprise field sales and partner referrals. In April 2022, Underworks acquired Singapore-based Clickr Media Pte. Ltd. as a wholly-owned subsidiary, establishing a regional headquarters serving Singapore, Malaysia, Myanmar, and Vietnam. The firm reports a 51–100 employee range, operates from Minato-ku, Tokyo, and is led by Representative Director Manabu Tajima (田島 学) with an executive bench including bilingual Managing Director Yutaka and Executive Director Yutaka Taguchi (田口 裕).

Name

underworks

Legal name

アンダーワークス株式会社

Website

https://underworks.co.jp/

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Underworks is a Tokyo-headquartered digital marketing consulting firm, founded 2006, that serves Japanese large enterprises with marketing-technology strategy, CMS and martech implementation, AI agent integration, and global web-governance services, supported by a broad partner ecosystem and an ASEAN subsidiary.

Ownership category

akta.pro rank

Product category

Digital Marketing Consulting

NAICS

Management Consulting Services (54161), Other Computer Related Services (541519)

SIC

Services-Management Consulting Services (8742), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Enterprise Application Managed Services Outsourcing (ERP/CRM/HRIS AMS) (BPAEAMAI)

Keywords

• Digital marketing consulting
• Marketing technology services
• Website governance
• Data privacy compliance
• AI marketing automation

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Digital Marketing Consulting: Professional consulting services for digital marketing strategy, including marketing technology stack design, implementation support, and ongoing advisory services.
2. Marketing Technology Sales and Implementation: Sales and implementation support for marketing technology tools including CMS, MA, CDP, BI, and privacy management platforms.
3. Website Development and Production: Website design, development, and ongoing production services for global and local web presence.
4. AI Solutions and Automation: AI agent implementation, AI data utilization infrastructure, and business process automation services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Underworks is a Tokyo-based digital marketing consulting firm that advises Japanese enterprises on marketing strategy, marketing technology stack design, CMS/MA/CDP/BI implementation, AI agent integration, and global website governance. Services span from strategy formulation through technology vendor selection, implementation support, and ongoing operational advisory, with additional capability in international privacy regulation compliance (GDPR, APPI) for Japanese headquarters with overseas subsidiaries.

Product overview

Underworks is a digital marketing consulting firm founded in 2006 in Tokyo, Japan. The company offers a comprehensive portfolio of consulting services organized around five core areas: Strategy (including marketing technology stack architecture and digital marketing strategy), Web Infrastructure (encompassing CMS implementation, website construction, and global web operations), Marketing Execution (including AI agents for automation and marketing automation), Data (encompassing AI data infrastructure, BI/dashboards, and CDP), and Governance (covering global data privacy, website governance, consent management, and policy support). The service portfolio includes named offerings such as AI Agent Implementation, AI Data Utilization Infrastructure, AI Search Content Strategy, BI/Dashboard, CDP, CMS Introduction, MA, Website Governance, Global Web Governance, Consent Management, Tag Assessment, Policy Revision Support, Marketing Technology Stack Architecture, and Global Subsidiary Operations Support. Underworks also maintains a network of technology partnerships with major platforms including Workato (Agentic AI), Tealium (CDP), HubSpot, Marketo Engage, Adobe, Sitecore, Oracle, and others. In April 2022, Underworks acquired Singapore-based Clickr Media as a subsidiary, expanding its presence across the Asian market with operations in Singapore, Malaysia, Myanmar, and Vietnam.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Marketing Strategy
• Marketing Technology Stack Architecture
• CMS Introduction and Migration
• Website Construction
• Marketing Automation (MA)
• CDP (Customer Data Platform)
• BI/Dashboard
• AI Agent Implementation and Business Automation
• AI Data Utilization and Analysis Infrastructure
• AI Search Content Strategy
• Website Governance
• Global Web Governance
• Global Data Privacy
• Consent Management
• Tag Assessment Services
• Policy Revision Support
• Global Subsidiary Operations Support
• Clickr Media Digital Marketing Agency

Quantifiable outcome

• Customer satisfaction NPS score of 9.52/10
• +1 more outcomes

Named customers9 records

Segments2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

AI capability10 records

Feature5 records

Partnerships

16 partnerships are on record, tiered core and minor.

• WorkatocoreTechnology or Integration · 16 February 2026Strategic partnership for Agentic AI and Orchestration to accelerate DX initiatives. Workato is an enterprise automation platform enabling integration and workflow automation.
• Clickr Media Pte. Ltd.coreStrategic or Co-development Partner · 28 April 2022Singapore-based digital consulting firm acquired as subsidiary in April 2022. The acquisition enhances Underworks' presence in the rapidly growing Asian market. Clickr operates offices in Singapore, Malaysia, Myanmar, and Vietnam, providing comprehensive digital marketing services including web design, online advertising, creative production, social media marketing, and web analytics.
• AdobecoreTechnology or IntegrationTechnology partnership for Adobe Experience Manager (AEM) CMS implementation and digital experience management solutions.
• SitecorecoreTechnology or IntegrationPartnership for Sitecore CMS implementation, web experience management, and digital marketing platform deployment.
• TealiumcoreTechnology or IntegrationPartnership for customer data platform (CDP) implementation and tag management solutions.
• HubSpotcoreTechnology or IntegrationPartnership for marketing automation (MA) implementation using HubSpot's platform.
• OraclecoreTechnology or IntegrationPartnership for Oracle CX Cloud solutions including marketing automation and customer experience management.
• DOMOcoreTechnology or IntegrationPartnership for business intelligence (BI) and data analytics platform implementation and support.
• Salesforce JapancoreTechnology or IntegrationPartnership established in 2016 for Salesforce CRM implementation and digital marketing integration support.
• EnsightencoreTechnology or IntegrationPartnership for client-side security solutions, specifically GDPR compliance and tag management to prevent data breaches through JavaScript tag exploitation.
• Node, PERSOL, Treasure DataminorStrategic or Co-development PartnerBusiness partnership established in 2019 for data management and marketing technology collaboration.
• OneTrust (CookiePro)coreTechnology or IntegrationPartnership for cookie consent management and privacy compliance solutions.
• TrustArc Cookie Consent ManagercoreTechnology or IntegrationPartnership for privacy management and cookie consent solutions supporting global compliance requirements.
• SiteimprovecoreTechnology or IntegrationPartnership for web governance, accessibility, and SEO optimization solutions.
• Marketo EngagecoreTechnology or IntegrationPartnership for marketing automation implementation using Adobe's Marketo platform.
• CabinetMcoreTechnology or IntegrationJapan's first partner for CabinetM marketing technology management platform, providing technology stack assessment and optimization services.

Scale indicators4 records

Recent moves17 records

Expansion highlights6 records

Peers

• Hakuhodo DY Holdings:

Direct peers

• Septeni Holdings: Septeni Holdings is a Tokyo-based listed digital advertising and marketing group with strong digital agency operations in Japan. It is comparable to Underworks as a Japanese enterprise digital marketing services provider, though larger and more advertising-led.
• BrainPad Inc. BrainPad is a Japanese data analytics and digital marketing firm offering CDP, BI, MA, and marketing data utilization services. It directly competes with Underworks' data-driven marketing stack design and CDP/BI implementation offerings in the Japanese enterprise market.
• Conversion Co., Ltd. Conversion is a Tokyo-based digital marketing firm specializing in CRO, LPO, and performance marketing for enterprise clients in Japan. It is comparable to Underworks as a Japanese digital marketing services provider serving enterprise customers, though with a performance/CRO focus rather than global martech stack services.
• Planit: Planit is a Tokyo-headquartered digital agency providing digital marketing, web strategy, and digital experience services to enterprise clients in Japan. It directly competes with Underworks in B2B digital marketing consulting and CMS/web platform implementation for Japanese corporates.

Broad incumbents

• Dentsu Group: Dentsu is a global advertising and marketing services giant headquartered in Tokyo with extensive digital transformation and martech integration capabilities. It is comparable to Underworks in serving Japanese enterprise digital marketing needs but at far greater scale, with broader agency and media offerings.
• Digital Garage: Digital Garage is a Tokyo-listed digital marketing, fintech, and technology platform company with broad digital marketing and data services. It is comparable to Underworks as a Japanese digital marketing services provider with enterprise martech partnerships, but operates at much larger scale and broader scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/underworks_jp
• LinkedInlinkedin.com/company/underworks-japan

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about underworks