What Winning does

Winning (legal entity WINNING, LDA) is a privately held management consulting firm headquartered in Lisbon, Portugal, founded in 2012 with a stated team of more than 250 professionals and a cumulative client base exceeding 350 enterprises. The firm is organized around four service practices — Consulting, Talent, Training, and Incentives — and applies published scientific methodologies (Pereira Problem Solving, Pereira Diamond, New SWOT) to engagements in Strategy & Transformation, Benefits & ROI, Project Management, Operations & Performance, Digital/Data/AI, and ESG & Sustainability. It operates nine offices across Portugal (Lisbon, Porto, Aveiro), Spain (Madrid, Barcelona), France (Paris), Belgium (Brussels), Canada (Montréal), and Australia (Sydney), and since 2024 has been a member of the Alan Allman Associates international network of approximately 15 consulting brands. Pricing is quote-based with multi-year contract cadences and no publicly disclosed tiers.

The company's underlying technology layer is concentrated in the Winning with AI platform, launched in December 2025 and comprising seven modules: AI Enablement (training and opportunity assessments), Data-Driven Foresight (custom or fine-tuned ML models for forecasting, risk, and optimization), Semantic Search (vector embedding-based retrieval), Unstructured Data Extraction (language-model document processing for invoices, contracts, KYC), Content Generation, Conversational Assistants (natural-language BI and HR queries), and AI Agents for multi-step workflow automation. In January 2026 Winning launched AI-Native Quality Assurance, which uses Explorer Agents and Test Programmer Agents generating Playwright/C# tests integrated with Azure DevOps and Jira. Reported client outcomes include 10x test automation production rate and 5x functional coverage for a fashion retailer, 94 improvement opportunities across 37 credit recovery processes for a financial services client, and an official semantic search engine for a legal-sector client. R&D-accredited projects (BC Tool, EU-4COVID, HMR-IE, Test Bed ITeCS) and ISO 9001 and ISO 10001 certifications support the AI and consulting practices.

Winning serves enterprise and government clients across financial services (Santander, BBVA, BNP Paribas, Deutsche Bank, Cofidis, WiZink), healthcare (Roche, hospital networks), public sector (Federação Portuguesa de Futebol, SPMS, national public sector organisations), retail and consumer (Worten, Nestlé, Farfetch, Parfois), industrial and automotive (Siemens, Bosch, Mercedes-Benz, Hitachi, GKN), and energy and utilities (EDP, Galp, MAPFRE, AXA). The go-to-market is sales-led through direct engagement, referrals, and industry events, supplemented by thought leadership publishing (articles, white papers, academic publications). The firm monetizes exclusively through professional services engagements, training programs, talent acquisition services, and incentive-management mandates (Portugal 2030, PRR, COMPETE 2030, Horizon Europe, SIFIDE II, RFAI). No external investors, public revenue figures, or M&A activity are disclosed.

Name

Winning

Legal name

WINNING, LDA

Website

https://winning-consulting.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Winning is a Lisbon-headquartered management consulting firm with 250+ professionals delivering strategy, operations, talent, training, and incentives services, alongside an AI platform and AI-Native QA offering, to enterprise clients across financial services, healthcare, public sector, and industrial sectors in Europe, Canada, and Australia.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Management Consulting Services (54161), Management, Scientific, and Technical Consulting Services (5416), Professional and Management Development Training (61143)

SIC

Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH)

Keywords

• Management consulting
• Strategy consulting
• Digital transformation consulting
• AI consulting services
• Business process optimization

Headquarters

HQ city

Lisboa

HQ country

Portugal

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services: Professional consulting engagements providing strategic advice, digital transformation, project management, and operational excellence services to enterprise clients across multiple industries
2. Talent Services: Recruitment, selection, and talent development services including operational excellence centers, technical and behavioral assessments, and talent strategy aligned with ESG principles
3. Training Programs: AI, data analytics, machine learning, agile project management, consulting skills, ESG, and leadership training programs for professionals and organizations
4. Incentives Management: End-to-end support for public and private funding including Portugal 2030, PRR, COMPETE 2030, Horizon Europe, as well as fiscal incentives such as SIFIDE II and RFAI

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Winning is a management consulting firm that delivers strategy, transformation, operational performance, digital/AI, project management, benefits/ROI, ESG and incentives-advisory services to enterprise clients. The firm also operates a Talent practice (recruitment and assessment) and a Training academy covering AI, Agile and related methodologies. Its offerings are organized around multidisciplinary consulting pods supported by proprietary AI tooling, including the "Winning with AI" platform.

Product overview

Winning is a consulting firm that offers a portfolio of interconnected services organized into four main practice areas: Consulting (Strategy & Transformation, Benefits/ROI, Project Management, Operations & Performance, Digital/Data/AI, ESG), Talent (recruitment, assessment, strategy), Training (AI, Agile, Business Analysis, Sustainability programs), and Incentives (funding applications, fiscal incentives, project management). The AI-specific offerings are delivered through the Winning with AI platform comprising seven capability modules: Enablement (training/assessments), Data-Driven Foresight (predictive analytics), Semantic Search (knowledge retrieval), Unstructured Data Extraction, Content Generation, Conversational Assistants, and AI Agents. Additionally, the AI-Native Quality Assurance service provides specialized QA automation. The firm also maintains research tools (BC Tool, Test Bed ITeCS, EU-4COVID, HMR-IE, ADAPTAR-PME) and proprietary methodologies (Pereira Problem Solving, Pereira Diamond, New SWOT).

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy & Transformation Consulting Advisory services helping enterprise and public-sector clients define strategic direction and execute large-scale transformation programmes. Targets C-suite and transformation leaders seeking structured change roadmaps.
• Benefits, ROI & Operations Consulting

Quantifiable outcome

• Over 10x increase in test automation production rate for international fashion retailer
• +3 more outcomes

Named customers23 records

Segments8 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability13 records

Feature7 records

Partnerships

One partnership is on record.

• Alan Allman AssociatescoreStrategic or Co-development PartnerWinning is a member of Alan Allman Associates (AAA), an international network of consulting firms with approximately 15 brands specializing in strategy and digital transformation. AAA operates across four core areas: high-tech consulting, industrial transformation, digital marketing, and strategy & management consulting. This network enables synergies and enhanced value delivery to clients.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Accenture: Global professional services firm with large Iberia practice offering strategy, digital transformation, AI, and operations consulting. Competes head-to-head with Winning on enterprise AI implementation and digital transformation mandates, particularly for shared clients like Santander, BBVA, and Nestlé.
• PwC Portugal: Big 4 firm with strong Portuguese practice covering management consulting, digital transformation, ESG, and AI advisory. Direct peer for Winning across consulting, ESG/sustainability, and audit-adjacent transformation work in the Portuguese market.
• Oliver Wyman: Global management consulting firm with significant European presence offering strategy, operations, risk, and digital transformation services. Overlaps with Winning on financial services, healthcare, and operational excellence consulting for European enterprises.
• McKinsey & Company: Premier global strategy consulting firm with major Iberian practice, competing for the same C-suite transformation mandates and offering its own QuantumBlack AI advisory. Sets the benchmark Winning is measured against on enterprise client wins and methodology.
• Deloitte: Global Big 4 advisory firm with deep Iberian (Portugal/Spain) presence serving many of the same enterprise clients (Santander, BBVA, Nestlé, Siemens, Roche). Directly competes with Winning on strategy, transformation, AI implementation, and talent engagements across the same Fortune 500 buyer base.
• EY (Ernst & Young): Big 4 advisory firm with substantial Iberian presence offering strategy consulting (EY-Parthenon), digital transformation, AI services, and ESG advisory. Competes directly with Winning on multi-sector enterprise transformation mandates and ESG-led engagements.
• KPMG Portugal: Big 4 firm with Portuguese operations offering management consulting, digital transformation, AI, and ESG services. Closely comparable to Winning on consulting practice portfolio, target mid-market and enterprise clients, and presence in Lisbon.

Direct peers

• Arthur D. Little: European-origin strategy and technology consulting firm with Iberian offices serving similar enterprise clients on strategy, innovation, and digital transformation. Comparable boutique scale and thought-leadership-led positioning to Winning.
• BearingPoint: European-headquartered management and technology consultancy with similar mid-scale footprint and European client focus. Comparable to Winning on consulting, digital transformation, AI implementation, and public sector advisory work across Europe.
• Roland Berger: European-origin strategy consulting firm of similar boutique scale (~2,000 consultants globally) with strong Iberian presence. Most directly comparable in business model and target client type (European enterprise strategy, transformation, AI advisory), serving similar buyer profiles.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/winningconsulting

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 Winning