Doubleflow

What Doubleflow does

Doubleflow is a private, founder-led gamified cybersecurity awareness training company operating under Swedish parent Green Hat People AB, with operational hubs in London (UK headquarters at Waterloo Station) and Stockholm (parent HQ at Epicenter Stockholm). The company serves 1,000+ organizations across 15 industries including Aviation, Healthcare, Law Firms, Oil/Gas/Mining, Pharma, Utilities, Hospitality, Manufacturing, Insurance, Financial Services, and Sports, and has trained 1.5 million+ employees cumulatively — reporting a 97% recommendation rate and 4.6/5 average user rating.

The core platform is a browser-based, no-install training system delivered via a single URL or QR code, supporting AD/Entra ID and SCORM/LMS integration. Its flagship is the trademarked Beat the Hacker® Cybersecurity Escape Room (15- or 30-minute, individual or team formats of 3–6 players), supplemented by a modular SaaS stack: Cyber Start (one-time 45-minute intro), Cyber Engage (monthly 5-minute refreshers), Cyber Elevate (adds phishing simulations), themed mini-games for events, and the proprietary Cyber Culture Score behavioral KPI. All content is tailored with industry-specific visuals, terminology, and scenarios rather than generic compliance material, with monthly refreshes that include emerging-threat topics such as AI voice cloning and deepfakes.

Commercially, Doubleflow runs a hybrid motion: product-led free trial plus sales-assisted enterprise demos for direct deals, alongside an active channel partner program offering MSPs, insurance carriers, agencies, and cybersecurity firms 30–50% margins via a multi-client dashboard. Pricing is anchored around $1.50/user/month for monthly training and fixed-fee campaign licenses for escape rooms (ranging from $295 for a 15-minute one-day campaign with 20 users up to $6,395 for a 30-minute one-month campaign with 1,000 users), with localized SEK pricing in Sweden. The company has no disclosed external funding and is led by co-founders Peter Svanfelt (Chairman/COO), Erik Sandgren (UK Country Manager), and Niklas Tyllström (CEO).

Name

Doubleflow

Legal name

Doubleflow / Green Hat People AB

Website

https://doubleflow.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Doubleflow is a founder-led gamified cybersecurity awareness training company (under Swedish parent Green Hat People AB) that delivers browser-based escape rooms, monthly micro-modules, and phishing simulations tailored to 15 industries, serving 1,000+ organizations and 1.5M+ employees globally with a hybrid PLG plus MSP channel motion.

Ownership category

akta.pro rank

Product category

Cybersecurity Awareness Training Software

NAICS

Computer Training (61142), Business Schools and Computer and Management Training (6114), Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro industry

PRIMARYEDABAGAA

General Cybersecurity Awareness (All Employees)

Education/Corporate Training & Professional Development/Cybersecurity Awareness & Secure Practices Training

SECONDARYEDABAGAB

Phishing, Social Engineering & Business Email Compromise (BEC) Training

Education/Corporate Training & Professional Development/Cybersecurity Awareness & Secure Practices Training

SECONDARYEDABAGAO

Fraud Prevention & Identity Theft / Account Takeover Awareness

Education/Corporate Training & Professional Development/Cybersecurity Awareness & Secure Practices Training

SECONDARYEDAAAPAC

Cybersecurity

Education/Adult & Continuing Education/Industry-Specific Training (Healthcare, Tech, etc.)

Keywords

• Gamified security training
• Cybersecurity awareness platform
• Phishing simulation software
• Security compliance training
• Employee cyber education

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription-based SaaS Training: Doubleflow generates recurring revenue primarily through annual subscriptions to its gamified cybersecurity training platform. Subscriptions are sold per user or as tiered packages (Cyber Start, Cyber Engage, Cyber Elevate), with pricing based on number of users and feature tier. Additional revenue comes from campaign add-ons such as managed phishing simulations and quarterly cyber assessments.
2. Fixed-Price Campaign Licenses: Beat the Hacker Cybersecurity Escape Room and shorter campaign games are sold as fixed-price packages based on user count and campaign duration (one day, multiple days, one week, one month, or one year). Pricing scales with organizational size but is not per-seat, allowing broad participation within the licensed user cap. Custom branding and content tailoring are priced separately.
3. Partner/Reseller Revenue Share: MSPs and channel partners resell Doubleflow experiences to their own client bases, earning 30-50% commission on each campaign sold. This creates a distribution-led revenue stream with minimal customer acquisition cost for Doubleflow.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Doubleflow sells a gamified cybersecurity awareness training platform that delivers interactive escape rooms, short 3–5 minute micro-learning games, monthly refreshers, and an annual 45-minute refresher course, all tailored to specific industry verticals. The product is delivered as a browser-based, single-link SaaS experience (no install required) with Active Directory/Entra ID automation, SCORM LMS compatibility, and a proprietary Cyber Culture Score metric that measures employee engagement and behavioral change. Customers buy per-user annual subscriptions, fixed-fee campaign licenses, and add-on services such as managed phishing simulations and custom branding.

Product overview

Doubleflow is a gamified cybersecurity awareness training platform that combines interactive microlearning modules with team-based escape room experiences to drive behavioral change. The core product is Beat the Hacker® Cybersecurity Escape Room (available in 15-minute and 30-minute editions), supplemented by a modular training suite comprising Cyber Start (45-minute intro course), Cyber Engage (monthly 5-minute refreshers), and Elevate (quarterly phishing simulations). All products leverage gamification mechanics including leaderboards, challenges, and storytelling to maximize engagement and knowledge retention compared to traditional compliance training.

Differentiator

Problem solved

Functional benefit

Brands

• Beat the Hacker®: The company's flagship Cybersecurity Escape Room product - a gamified training experience where players solve cybersecurity challenges

Products and services

• Beat the Hacker® Cybersecurity Escape Room A virtual escape room experience where players solve up to 12 interactive cybersecurity challenges (phishing, passwords, social engineering, AI voice cloning, smishing, deepfakes, etc.), each followed by a key learning takeaway. Available in 5-minute, 15-minute, and 30-minute editions for individuals or teams of 3–6, delivered virtually via Zoom/Teams or in-person. Sold as a fixed-fee per-campaign license priced by user count and duration.
• Cyber Challenge (Mini-Games) Short 3–5 minute cybersecurity mini-games designed for road shows, internal events, conferences, and kiosks. Covers topics including AI voice cloning, phishing, deepfakes, CEO fraud, shadow IT, and more. Runs on any device (computer, smartphone, tablet) via a single link or QR code with no login or app install.
• Themed Security Awareness Campaigns Competitive 5-minute security awareness games with leaderboards covering specific themes such as voice cloning, MFA, smishing, data privacy, invoice fraud, LinkedIn fraud, tailgating, passwords, and physical security. Designed for one-click rollout and tailored to a customer's industry or company.
• Annual Cybersecurity Refresher A 45-minute interactive annual cybersecurity training course covering core cyber threats including phishing, social engineering, voice cloning, deepfakes, shadow IT, working remotely, personal security, and passwords. Marketed as a hassle-free, automated refresher that requires no IT expertise and includes progress tracking and reporting.

Quantifiable outcome

• Up to 3x better knowledge retention compared to generic 'off-the-shelf' programs
• +5 more outcomes

Named customers17 records

Segments13 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Managed Service Providers (MSPs)coreChannel Partner/ Reseller/ DistributorMSPs resell Doubleflow's gamified cybersecurity training to their end-client businesses. Partners earn 30-50% commission on campaigns, access a dedicated MSP dashboard for managing multiple clients, receive a co-branded marketing kit (films, images, copy), and benefit from rapid onboarding — campaigns can be live within minutes of client signup. No ongoing operational costs for partners.
• Insurance CompaniesminorChannel Partner/ Reseller/ DistributorInsurance companies partner with Doubleflow to offer cybersecurity awareness training to their policyholders as a risk reduction tool. Helps insurers lower cyber insurance claims by improving the security posture of insured organizations through engaging training experiences.
• Cybersecurity CompaniesminorChannel Partner/ Reseller/ DistributorCybersecurity firms add Doubleflow's gamified event and road show games as a customer marketing and awareness tool. The experiential escape room and mini-game format differentiates cybersecurity firms' offerings beyond traditional consulting or software.
• AgenciesminorChannel Partner/ Reseller/ DistributorMarketing and communications agencies deploy Doubleflow's off-the-shelf games or custom campaigns on behalf of their clients. Ideal for agencies running brand, culture, or internal communications campaigns that include a cybersecurity awareness component.
• Green Hat Games (Green Hat People AB)coreStrategic or Co-development PartnerGreen Hat Games is Doubleflow's sister company and parent organization (Green Hat People AB). Both brands share gamification expertise and development capabilities, with Green Hat Games specializing in broader employee engagement, onboarding, and culture games while Doubleflow focuses specifically on cybersecurity awareness training. The two companies share technology, design teams, and operational infrastructure. Green Hat People AB has 12 years of experience in gamification.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Sophos Phish Threat: Security awareness module within Sophos's broader endpoint and network security portfolio. Competes in the security awareness segment primarily as a bundled add-on to Sophos customers, not as a standalone best-of-breed solution.
• Proofpoint Security Awareness: Enterprise security vendor offering security awareness training as part of a much broader threat protection and compliance portfolio. Competes with Doubleflow in larger accounts where bundled procurement is preferred, but lacks Doubleflow's vertical specialization and gamification depth.
• SANS Institute: Long-established cybersecurity training and certification body. A broad incumbent in the cybersecurity education space, competing for enterprise training budget but with a technical/certification focus rather than Doubleflow's employee awareness and engagement emphasis.

Direct peers

• Hoxhunt: Gamified security behavior change platform combining phishing simulations with personalized training. Closest direct peer to Doubleflow in the gamification-led, behavior-change positioning, and a strong competitor in EMEA enterprise accounts.
• Cofense: Phishing-specific security awareness and threat detection platform. Overlaps with Doubleflow's phishing and social engineering training content, serving similar CISOs but with a more detection-led, less gamified product.
• Terranova Security: Cybersecurity awareness training vendor with multilingual content, phishing simulations, and compliance support. Overlaps with Doubleflow in mid-market and enterprise awareness deployments.
• KnowBe4: The market leader in security awareness training, offering phishing simulations, compliance training, and an extensive content library. Directly competes with Doubleflow in the same buyer use case (security awareness) though at vastly greater scale and with broader horizontal content rather than Doubleflow's industry-specific gamified approach.
• AwareGO: Icelandic-headquartered security awareness company with a strong video and microlearning product. Closest comparable to Doubleflow in company size, Nordic roots, and focus on engaging employee training content.
• Ninjio: Story-based and animated security awareness training platform for enterprises. Shares the philosophy that engagement — not compliance checkboxes — drives behavior change, and competes for the same CISO and L&D budgets.

Emerging players

• CybSafe: UK-headquartered security behavior and culture analytics platform. Shares the same geography and emphasis on measurable behavior change as Doubleflow, but differentiates through analytics-led risk scoring rather than gamified content delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/doubleflow

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Doubleflow