Axel
Axel is a bootstrapped custom software development consultancy founded in 2018 that delivers native mobile, web, and UI/UX projects for non-technical SMB and mid-market owners. It pairs US-based client engagement (New York, Tampa) with a Kyrgyzstan engineering team in Bishkek.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Axel does
Axel is a privately held custom software development consultancy founded in 2018 by Phil Kravtsov (CEO) and Adilet Nasirdinov (CTO), incorporated in Delaware with US headquarters in New York City and a satellite sales office in Tampa, Florida. The company's primary engineering and R&D operations are concentrated in Bishkek, Kyrgyzstan, where approximately 95% of roughly 30 client-dedicated personnel are based, enabling a US-front / Kyrgyzstan-build delivery model. Axel's service portfolio spans native iOS (Swift) and Android (Kotlin) mobile development, web development (PHP/Laravel, Node.js, React.js, Vue.js), embedded systems (C++), database development (SQL/MySQL), and UI/UX design (Figma, Adobe suite), delivered under milestone-based or hourly billing with 100% client code ownership upon payment.
The firm positions itself as a 'Local CTO' for non-technical owners of small and mid-sized businesses, with CEO Phil Kravtsov serving as primary client contact for every engagement. Its client base includes named logos across aviation (NDX), wine (StaVin/WineCode), gaming (Sark), aquarium IoT (ReefBreeders), medical devices (Watermark), real estate (Doorstack), payments (GiftPay), and waste management CRM, with 80% of projects involving credit card processing and PCI compliance considerations. The company has built a public portfolio of 14 self-developed products that function both as case studies and as standalone offerings on iOS, Android, and web.
Axel is bootstrapped, with no disclosed venture capital or private equity funding, having been capitalized by the founders' 2018 sale of their previous venture, GiftPay. Go-to-market is sales-led and founder-driven, leveraging Calendly-based direct booking, LinkedIn, a content blog, a published project portfolio, and client referrals. The firm maintains no public API, holds no patents (only a trade-secret designation on GiftPay's anonymous payment technology), and reports no certifications beyond familiarity with PCI DSS for payment-handling projects.
Axel firmographics
Firmographics- Name
- Axel
- Legal name
- Axel
- Website
- https://axelhub.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Axel is a bootstrapped custom software development consultancy founded in 2018 that delivers native mobile, web, and UI/UX projects for non-technical SMB and mid-market owners. It pairs US-based client engagement (New York, Tampa) with a Kyrgyzstan engineering team in Bishkek.
- Ownership category
- akta.pro rank
Axel industry classification
Industry- Product category
- Custom Software Development Services
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (5415)
- SIC
- Services-Computer Programming Services (7371), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Custom Application Development (Web/Mobile/Desktop) (BPAEAFAA)
Keywords
Where Axel is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Axel business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Custom Software Development - Hourly Billing: Hourly billing with bi-weekly or monthly invoicing in arrears. Payment due within 3 business days. Some projects may require a deposit. Used for ongoing development work and maintenance.
- Custom Software Development - Fixed Price/Milestone: Fixed-price projects with billing divided into milestones based on project completion. Typically 50% deposit / 50% upon completion per milestone. Used for MVP and defined-scope projects.
- Existing Software Takeover Services: Code audit and analysis of existing custom software with recommendations and cost estimates for takeover. Includes live demo review and comprehensive audit report.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Entry-level projects |
| Subscription | Pay-as-you-go | Mid-range projects |
| Subscription | Multi-year contract | Enterprise/large-scale projects |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Axel product offering
Product offeringCore offering
Axel is a custom software development consultancy that builds native mobile applications (iOS with Swift, Android with Kotlin), web applications (PHP/Laravel, Node.js, React.js, Vue.js), and SaaS/e-commerce/CMS platforms for businesses. The company also delivers UI/UX design services and ongoing deployment support, with all source code and assets transferred 100% to the client upon payment. It operates a hybrid US-Central Asia delivery model pairing American client-facing teams with a primary engineering hub in Bishkek, Kyrgyzstan.
Product overview
Axel is a software development consultancy that operates as a unified offering combining custom software development services with a portfolio of independently developed consumer and enterprise products. The company provides three core service lines: Mobile App Development (iOS with Swift, Android with Kotlin), Web Development (PHP/Laravel, Node.js, React.js, Vue.js), and UI/UX Design. These services are delivered by approximately 30 personnel primarily based in Bishkek, Kyrgyzstan with US presence in Tampa, Florida and New York City. Axel's own product portfolio spans 14 distinct applications including consumer apps (Wazoo toilet finder, Sark word game, WineCode wine marketplace), enterprise solutions (NDX aviation safety, Watermark medical sleep tracking, Doorstack real estate, Waste Management CRM), and various mobile/web tools (GiftPay payments, ReefBreeders aquarium control, DriverLogic delivery, Tweetflick, Statstak athletic data, Blu's Best affiliate marketing, AR art preview, Pool City e-commerce). The company was founded in 2018 by Phil Kravtsov and Adilet Nasirdinov and is incorporated in Delaware.
Differentiator
Problem solved
Functional benefit
Products and services
- iOS and iPad App Development Native iOS and iPad application development using Swift, covering the entire Apple platform including latest iOS versions and devices, for businesses needing custom Apple ecosystem software.
- Android App Development Native Android application development services using Kotlin for smartphones and tablets across the Android platform, for businesses seeking custom Android apps.
- Front-end Development Modern single-page web application development using component-driven architectures with React.js and Angular.js frameworks, for businesses needing modern web front-ends.
- Back-end Development Scalable backend architecture design using PHP (Laravel) and Node.js, with flexibility for integration, advanced data structures, and security implementation, for businesses needing robust server-side systems.
- SaaS Apps Development Software-as-a-Service product development providing well-organized and configurable software solutions for real-world business challenges.
- Custom CMS Based Websites Custom content management system development tailored to unique business needs and challenges.
- E-Commerce Applications Custom e-commerce store development from scratch including product management, shopping cart, and checkout functionality.
- UI/UX Design User experience and interface design services including design briefs, key screens, wireframing, and full product UX/UI delivery, using Figma, Photoshop, Illustrator, XD, After Effects, and Premiere.
Quantifiable outcome
- MVP projects typically take 3-6 months to build
- +1 more outcomes
Companies that use Axel
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles2 records
Axel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Axel partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
Axel competitors and assessment
Company assessmentDirect peers
- ThoughtBot: US-based consultancy specializing in mobile and web app development with a design-first approach. Comparable to Axel in scope (mobile, web, UX) and SMB/enterprise client focus.
- WillowTree: App development agency focused on mobile and digital products for enterprise clients. Comparable to Axel in mobile (iOS/Android) and web services, though typically serving larger enterprise engagements.
- BairesDev: Large nearshore software development firm headquartered in San Francisco with engineering in Latin America. Direct competitor to Axel's US-sales/Central-Asia-delivery model, serving SMB and enterprise clients with custom development.
- Andela: Global talent marketplace connecting companies with vetted engineers, primarily from Africa and emerging markets. Closely comparable to Axel's model of curating talent from non-traditional geographies to serve US/EU clients at lower cost.
- Toptal: Freelance talent platform with rigorous vetting for top developers, designers, and finance experts. Competes for the same non-technical-founder SMB segment that Axel targets, with broader geographic coverage.
Broad incumbents
- ScienceSoft: Custom software development and IT consulting company with strong healthcare and fintech verticals. Comparable to Axel in regulated-vertical experience (FDA, PCI) and custom application scope.
- Upwork: Large public marketplace for freelance software development and design. Provides the alternative channel SMB owners default to before engaging a curated agency like Axel.
- Itransition: Established custom software development company with delivery centers in Eastern Europe. Competes in the same SMB/mid-market custom dev space with offshore engineering model similar to Axel.
Emerging players
- Arc.dev: Developer-focused remote hiring platform with vetted global engineers. Competes with Axel for SMB clients seeking senior developers without US geographic constraints.
Regional players
- Douugh: Not a direct peer — replaced with: ArcTouch
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Axel social profiles
Digital presenceAxel compliance and trust
Trust signalCompliance1 record
Axel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Axel leadership team
Management profileNumber of profiles
Profiles2 records
Axel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Axel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Axel
What does Axel do?
Axel is a custom software development consultancy that builds native mobile applications (iOS with Swift, Android with Kotlin), web applications (PHP/Laravel, Node.js, React.js, Vue.js), and SaaS/e-commerce/CMS platforms for businesses. The company also delivers UI/UX design services and ongoing deployment support, with all source code and assets transferred 100% to the client upon payment. It operates a hybrid US-Central Asia delivery model pairing American client-facing teams with a primary engineering hub in Bishkek, Kyrgyzstan.
Is Axel a public or private company?
Axel is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Axel founded?
Axel was founded in 2018. It employs 11 to 50 people.
Where is Axel based?
Axel is headquartered in New York, United States, in the North America region.
How does Axel make money?
Three revenue lines are on record. Custom Software Development - Hourly Billing is the primary driver. The others are custom Software Development - Fixed Price/Milestone and existing Software Takeover Services.
Who are Axel's main competitors?
Direct peers on record are ThoughtBot, WillowTree, BairesDev, Andela and Toptal. Broad incumbents are ScienceSoft, Upwork and Itransition. Arc.dev is listed as an emerging player. Douugh is listed as a regional player.
Does Axel have an API?
No public API is recorded for Axel.
What industry is Axel in?
Axel's product category is Custom Software Development Services. Its primary akta.pro industry code is BPAEAFAA, Custom Application Development (Web/Mobile/Desktop). Its NAICS code is 541511 and its SIC code is 7371.