Soda Digital

What Soda Digital does

Soda Digital is an Australian custom software development consultancy founded in 2001 by Dan McPhee and Chad Tolkien and incorporated as Soda Digital Pty Ltd in 2017. It operates from offices in Sydney (HQ), Melbourne, and Brisbane, serving startups, mid-market companies, and global brands across verticals including retail, mining, transport and logistics, tourism, pharmaceuticals, HR/payroll, not-for-profit, legal, financial services, and government. The firm's service portfolio spans custom software, web and mobile application development, UX and design, DevOps and cloud, legacy modernisation, API integration, BI/analytics, and a recently added AI/ML offering built on Azure and OpenAI.

The technology core is the Microsoft stack — ASP.NET, .NET Core, SQL Server, Azure Cloud, and Umbraco CMS — augmented by modern JavaScript frameworks (React, AngularJS, Vue.js, Node.js), Shopify Plus for e-commerce, and Blazor for healthcare-grade apps. Soda Digital holds Microsoft Gold Certified Partner and Umbraco Gold Certified Partner status, with the latter including a representative role for uMarketing Suite across Australia and New Zealand.

Revenue is generated entirely from professional services: fixed-cost projects (floor A$60K, typical web apps ~A$150K), time-and-materials engagements, staff augmentation of senior (5+ years) developers, and recurring support/maintenance contracts via retainers and block-of-hours. Delivery is direct-to-client with enterprise field sales, free discovery workshops, and dedicated account managers; marketing is led by case studies and long-tenured client referrals rather than paid acquisition. The firm has completed 300+ projects over 20+ years, reports a 97.4% NPS, and retains anchor clients such as Porter's Paints (since 2001) and No Birds (since 2007).

Name

Soda Digital

Legal name

Soda Digital Pty Ltd

Website

https://sodadigital.com.au

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Soda Digital is an Australian custom software consultancy based in Sydney (with offices in Melbourne and Brisbane) that builds custom web, mobile, and enterprise applications on Microsoft .NET, Azure Cloud, and Umbraco CMS for startups, mid-market firms, and global brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Software Development: Project-based custom software development services including web applications, mobile apps, and enterprise systems. Revenue generated through fixed-cost projects, time and materials engagements, and block of hours arrangements.
2. Developer Resources / Team Extension: Staff augmentation service providing senior developers on demand. Billed monthly with HR and time-sheeting managed. Minimum 5+ years experienced developers available.
3. Support and Maintenance: Ongoing software support and maintenance including retainer arrangements, block of hours support, uptime monitoring, and helpdesk services. Private support portal with structured ticketing system.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Soda Digital is a custom software development consultancy that designs, builds, and maintains bespoke web, mobile, and enterprise applications for Australian startups, mid-market firms, and global brands. Core offerings include custom software, web and mobile application development, UX and design, DevOps and cloud (Azure), Umbraco CMS, eCommerce, API integration, database, legacy modernisation, AI/ML, and BI/analytics services, delivered via fixed-cost projects, time-and-materials, and dedicated developer resources.

Product overview

Soda Digital is a full-service custom design and development consultancy offering a portfolio of software development services centered around custom application development. The core offering includes Custom Software Development, Web Application Development, Mobile Application Development, UX & Design Services, DevOps & Cloud Solutions, and Umbraco CMS Development. These are supplemented by specialized modules including API Integration Services, Database Applications, Legacy System Upgrades, AI & Machine Learning capabilities, and BI & Digital Analytics. The company also delivers sector-specific solutions demonstrated through case studies including No Birds Car Rental Platform (booking/e-commerce), Porter's Paints Multi-Channel Ecosystem (retail CMS), TAB MyAgency (HR & Payroll), Social Ventures Australia Review Platform (SaaS for NFPs), Jennchem Mining Operations Platform, ResPax UX/UI Modernisation, Tamex Transport Portal, TV HUB Media Platform, and Dispense Assist (healthcare/pharmaceutical). The company operates from Australian offices in Sydney, Melbourne, and Brisbane and specializes in Microsoft technologies including .NET Core, ASP.NET, SQL Server, and Azure Cloud.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Software Development Tailor-made web, mobile and enterprise software designed to capture unique business requirements, built in scalable technologies such as .NET, SQL, React, and Azure Cloud. Sold as fixed-cost or time-and-materials engagements to Australian startups, mid-market firms, and global brands.
• Web Application Development Custom websites, content management systems, eCommerce platforms, portals and workflows built in scalable enterprise technologies including ASP.NET, Umbraco, and Shopify Plus for Australian enterprises and mid-market clients.
• Mobile Application Development Bespoke mobile apps for iOS, Android, React Native, and PWA development that digitize business workflows with seamless backend integration for Australian business clients.
• UX & Design Services User experience research, prototypes, responsive design, design systems, and user testing services for desktop, smartphone, and tablet, supporting Soda Digital's broader application development engagements.
• DevOps & Cloud Solutions CI/CD pipeline automation, Docker containers, cloud migration, and DevOps consulting services with deep expertise in Microsoft Azure for Australian enterprise and mid-market clients.
• Umbraco CMS Development Umbraco Gold Partner offering 15 years of experience in Umbraco development including multilingual capabilities, headless CMS, and uMarketing Suite integration for Australian enterprise web projects.
• eCommerce Development Custom eCommerce sites built on Shopify Plus, Magento, or purpose-built enterprise platforms with payment gateway integrations for Australian retail and direct-to-consumer brands.
• API Integration Services Enterprise-grade API architecture design and development for web, internal, and external APIs using REST-based standards and .NET integrations, including payment gateway, Google, and SaaS-based API integrations.
• Legacy System Upgrades Modernization of business systems trapped in old technology including .NET legacy framework migration to .NET Core, UI retrofitting, and cloud re-engineering for Australian enterprise clients.
• AI & Machine Learning Services Custom AI-powered apps using Microsoft Azure and OpenAI for CX chatbots, multi-agent workflow automation, generative AI/LLM platforms, and predictive data models for business clients.
• BI & Digital Analytics Web analytics setup, custom dashboards, data integration, and Business Intelligence reporting using Google Tag Manager and third-party analytics tools for client engagements.
• Developer Resources / Team Extension Staff augmentation service providing senior developers (5+ years minimum experience) on demand into client teams. Billed monthly with HR and time-sheeting managed by Soda Digital, with developers versed in Agile and Lean methodologies.
• Support and Maintenance Services Ongoing software support and maintenance including retainer arrangements, block-of-hours support, uptime monitoring, and helpdesk services through a private support portal with structured ticketing system; also covers legacy systems after review.
• Digital Optimisation Digital strategy, product design and development, service mapping, and staff augmentation services for business transformation across the firm's client base.

Quantifiable outcome

• 97.4% Net Promoter Score (NPS) indicating high customer satisfaction
• +3 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability8 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• MicrosoftcoreTechnology or IntegrationMicrosoft Gold Certified Partner with deep expertise in Azure Cloud, ASP.NET, .NET Core, and SQL Server. Provides consulting and managed services for Microsoft Azure cloud platform deployment and DevOps implementation.
• UmbracocoreTechnology or IntegrationUmbraco Gold Certified Partner since 2007 with 15+ years experience. uMarketing Suite partner representative for Australia and New Zealand. Specializes in headless CMS, multilingual capabilities, and enterprise deployments.
• Shopify PluscoreTechnology or IntegrationCertified expertise in Shopify Plus enterprise e-commerce platform. Custom development and integration services for high-volume online stores.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bilue: Bilue is an Australian digital consultancy specializing in custom mobile, web and cloud software development for enterprise clients. It is closely comparable to Soda Digital in headcount, geography and Microsoft/Shopify-aligned delivery model.
• Shine Solutions: Shine Solutions is an Australian custom software and data engineering consultancy serving enterprise clients. It is comparable to Soda Digital in offering bespoke web, mobile and integration development within the Australian mid-market.
• Versent: Versent is an Australian cloud and software engineering consultancy with strong AWS and Azure practices and a similar boutique-to-mid-market positioning. Comparable to Soda Digital in target customer, custom-development services, and partner-led go-to-market.
• DigIO: DigIO is an Australian-born digital consultancy building custom web, mobile and cloud applications for mid-market and enterprise clients. It competes head-to-head with Soda Digital for similar Australian customers and similar .NET/React/Azure-style engagements.
• Servian: Servian (now part of Cognizant) is an Australian data, cloud and custom software engineering consultancy with deep Microsoft and AWS expertise. It is a direct competitor to Soda Digital in enterprise custom development and cloud modernization across Australia and New Zealand.

Broad incumbents

• Thoughtworks Australia: Thoughtworks is a global custom software and digital transformation consultancy with a significant Australian presence. It competes with Soda Digital on enterprise custom development and modernization but at much larger scale and broader geographic reach.
• Accenture Australia: Accenture is a global professional services firm with deep Australian operations covering custom application development, cloud and AI. It competes with Soda Digital for large enterprise digital transformation engagements but as one capability among many.
• Slalom Australia: Slalom is a global consulting firm with Australian offices focused on technology, cloud and custom application delivery. It is comparable to Soda Digital in targeting mid-market and enterprise customers with bespoke digital builds, though at larger scale.
• Deloitte Digital Australia: Deloitte Digital is the digital transformation arm of Deloitte Australia, offering large-scale custom application development, cloud, and integration services. It overlaps with Soda Digital's enterprise custom development offering as part of a much broader portfolio.

Regional players

• Modis (Akkodis) Australia: Modis/Akkodis is a large IT staffing and digital engineering provider with strong Australian operations, directly competing with Soda Digital's team extension/staff augmentation revenue stream by placing senior developers into enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/soda_digital
• Facebookfacebook.com/sodadigital.com.au
• LinkedInlinkedin.com/company/soda-digital

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Soda Digital