What Fish on Fire does

Fish on Fire B.V. is a privately held Dutch digital software development agency (BV) founded in 2010 and headquartered in Alkmaar, Netherlands, operating as part of the Digital Kings Group agency network. The company delivers custom strategy, design, development, and AI solutions as integrated projects, with a stated focus on clean code, scalable architectures, and end-to-end ownership from concept through delivery. Its technical portfolio spans native and React Native mobile apps, web applications, websites, webshops, and hybrid native/React Native builds (e.g., the Sleep Fruits audio player using native multithreading), as well as tailored CMS platforms enabling clients such as the Royal Netherlands Army to manage content.

The firm's client roster spans healthcare (OLVG's Virtual Fracture Care app connected to 35 hospitals with hospital-level branding; Voedingscentrum's ZwangerHap app supporting nearly 80,000 monthly active users), defense (Scherp mental fitness app for the Royal Netherlands Army in four-project pilot testing), insurance (NH1816 codebase modernization), logistics (Visco digital ecosystem), social impact (Stichting Life Goals across 40 municipalities), consumer (Sleep Fruits with 86,000 downloads), and professional networking (Round Table International, The Change Studio). Go-to-market is sales-led with free advisory consultations, direct engagement via website, phone (020 303 9000), and email ([email protected]), supported by content marketing, blog publishing, and social channels.

The business model is professional services revenue through project-based, multi-year contracts with quote-based pricing typically ranging €30,000–€300,000 depending on complexity, design, and technology choices. Leadership comprises Tom (DGA/Director-Major Shareholder), Rob (Algemeen directeur), and Sanne (Operationeel directeur), supported by approximately 11 named specialists covering full-stack development, Android, UX/UI design, and product ownership. The company is bootstrapped with no disclosed venture funding or institutional shareholders, and revenue is not publicly disclosed.

Name

Fish on Fire

Legal name

Fish on Fire B.V.

Website

https://fishonfire.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Fish on Fire is a Dutch digital software development agency founded in 2010, offering custom strategy, design, development, and AI solutions for clients across healthcare, government, defense, insurance, logistics, and consumer sectors.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Software Development Services: Project-based custom software development for apps, webapps, websites, webshops, and AI solutions. Services include strategy, design, and development phases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Fish on Fire is a Dutch digital software development bureau that designs and builds custom apps, web apps, websites, webshops and AI solutions for organisations. Engagements run end-to-end from digital strategy and UX/UI design through clean-code development, delivered as bespoke project-based services rather than packaged products.

Product overview

Fish on Fire is a digital software development agency offering strategy, design, development, and AI solutions as integrated services. Their portfolio includes custom-built client applications across healthcare (Virtual Fracture Care, ZwangerHap), government/military (Scherp), logistics (Visco Ecosysteem), social impact (Stichting Life Goals), entertainment (Sleep Fruits), insurance (NH1816), and professional networking (Roundtable, The Change Studio). The company operates as a full-service digital bureau where services are delivered as custom projects rather than standardized product modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Services Strategic consulting service that optimises business processes and customer journeys, scoping smart solutions such as customer portals, apps and automated workflows for organisations with digital transformation needs.
• Design Services
• Development Services Custom software development service that builds apps, web apps, websites and webshops on clean-code principles for optimal performance and scalability, serving organisations across healthcare, defence, logistics, insurance and other verticals.
• Artificial Intelligence Solutions Applied AI development service that builds solutions automating tasks, accelerating insights and supporting employees, designed to be practical, secure and directly applicable to client business processes.

Quantifiable outcome

• 300+ digital projects completed
• +4 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Digital Kings GroupcoreStrategic or Co-development PartnerFish on Fire is part of Digital Kings Group, a network of leading digital agencies. This partnership provides access to additional digital disciplines beyond Fish on Fire's core expertise, including strategic webdesign, online marketing, and web development through partner agency Reyez!
• Reyez!minorStrategic or Co-development PartnerPartner agency within the Digital Kings Group network that Fish on Fire collaborates with for projects requiring strategic webdesign, online marketing, or web development services beyond Fish on Fire's core offerings.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Valtech: Valtech is a global digital agency focused on experience engineering, commerce, and platform development. It is a broader incumbent competing with Fish on Fire on enterprise digital product mandates across Europe.
• Thoughtworks: Thoughtworks is a large global technology consultancy specializing in custom software, platform engineering, and AI delivery. It overlaps with Fish on Fire on strategy + design + engineering engagements for enterprise clients, though at much larger scale.
• Devoteam: Devoteam is a large European digital transformation consultancy with strong technology and AI engineering practices. It competes for enterprise custom digital and AI mandates similar to Fish on Fire's, but at significantly larger scale across multiple European markets.
• Conclusion: Conclusion is a large Dutch digital transformation services group spanning consultancy, software, and managed services. It competes with Fish on Fire for Dutch enterprise digital mandates but operates at materially greater scale and breadth.

Direct peers

• Emakina: Emakina is a European digital agency group delivering digital products, websites, e-commerce, and marketing technology. It competes with Fish on Fire for similar custom digital product mandates across European enterprise and brand clients.
• Incentro: Incentro is a Dutch digital consultancy and agency delivering data, e-commerce, and digital product development services. Its hybrid strategy + technology offering and Benelux footprint closely mirror Fish on Fire's positioning.
• Mirabeau: Mirabeau is a Dutch digital agency (part of Cognizant) building digital products and customer experiences for enterprise clients. It directly competes with Fish on Fire for Dutch enterprise app and web platform engagements.
• Trifork: Trifork is a Northern European software development and digital services company specializing in custom software, cloud, and digital product development. Comparable to Fish on Fire on the custom software development and digital product delivery axis, with a Nordic rather than Dutch geographic focus.
• iO (formerly Intracto): iO is a large Benelux digital agency offering strategy, creation, and technology services across digital products, marketing, and content. It is the closest scaled Dutch/Benelux peer to Fish on Fire's full-service digital agency model, though materially larger in headcount.
• Netlight: Netlight is a Nordic digital consultancy delivering custom digital products, strategy, and engineering services. Its full-stack digital offering and boutique positioning make it a comparable peer to Fish on Fire, though primarily serving the Nordics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fishonfire
• LinkedInlinkedin.com/company/fishonfire
• Instagraminstagram.com/fishonfire.nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Fish on Fire