DigJourney
DigJourney is a Stockholm-based management consulting firm founded in 2016 that helps Swedish enterprises, public sector bodies, and trade associations lead AI and digital transformation through its proprietary LEAD Transformation Framework, Changemkr SaaS platform, training programs, and advisory engagements.
- Company typePrivate
- Founded2016
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingServices
What DigJourney does
DigJourney is a Stockholm-based management consulting firm founded in 2016 by Joakim Jansson and Johan Forsberg, specializing in AI and digital transformation leadership for Swedish enterprises, public sector bodies, and trade associations. Its core offering is the proprietary LEAD Transformation Framework (also called the Digital Transformation Framework), a structured methodology built around a nine-dimension Digital Maturity Matrix and a four-parallel-workstream transformation process. The framework is supported by the company's Changemkr digital management platform (launched as standalone SaaS in 2023), a suite of free online quick-assessment tools (Change Readiness Index, AI Leadership Readiness, Board AI Maturity, Retail AI Maturity), and the book "Att leda digital transformation," which has sold over 15,000 copies in Sweden.
The firm operates a multi-revenue-stream professional services model. Direct advisory and program engagements (transformation planning, target vision workshops, CIO-as-a-service) are billed at daily or fixed project rates. Open-enrollment training and certification programs are priced from 12,900 SEK to 23,500 SEK per participant and include energy-sector certification, an AI-transformation diploma, and a board AI program co-developed with Styrelseakademien. Paid keynote speeches and workshops (including Lego Serious Play facilitation) function as top-of-funnel acquisition. The Changemkr platform adds a recurring subscription layer bundled with courses and offered standalone. Distribution combines direct sales to enterprise and public-sector decision-makers with partner-delivered training through Styrelseakademien and Säkerhetsuniversitetet.
DigJourney targets a primary customer base of CEOs, boards, CIOs, CDOs, and transformation leaders across energy, retail, banking, public sector, and industrial clients. Named customers include SAS, Handelsbanken, E.ON, Vattenfall, Lindex, ICA Handlarnas Förbund, Nacka Energi, KWH Group, Stockholm Stad, Helsingborgs Stad, Region Örebro Län, Kungliga Biblioteket, and Socialstyrelsen. The company emphasizes transferring internal capability to clients rather than creating consultant dependency, positioning its framework, alumni network of 500+ certified practitioners, and digital tool ecosystem as the durable assets behind the engagement model.
DigJourney firmographics
Firmographics- Name
- DigJourney
- Legal name
- DigJourney
- Website
- https://digjourney.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- DigJourney is a Stockholm-based management consulting firm founded in 2016 that helps Swedish enterprises, public sector bodies, and trade associations lead AI and digital transformation through its proprietary LEAD Transformation Framework, Changemkr SaaS platform, training programs, and advisory engagements.
- Ownership category
- akta.pro rank
DigJourney industry classification
Industry- Product category
- Digital transformation consulting
- NAICS
- Management Consulting Services (54161), Other Management Consulting Services (541618), Administrative Management and General Management Consulting Services (541611)
- SIC
- Services-Management Consulting Services (8742), Services-Management Services (8741)
- akta.pro primary industry
- Digital & Technology Transformation Consulting (BPAHACAH)
- akta.pro secondary industries
- Business Process & Digital Transformation Consulting (BPAEAAAD), Operations & Process Improvement Consulting (BPAHACAB), Tools & Platforms Training (Jira, Azure DevOps, MS Project, Smartsheet, etc.) (EDABAHAH), Human Capital & Workforce Transformation Consulting (BPAHACAE)
Keywords
Where DigJourney is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
DigJourney business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Consulting and Advisory Services: DigJourney provides transformation advisory, facilitation, and program management services to organizations. Services include digital transformation planning, maturity assessments, target vision workshops, and change leadership coaching. Revenue is generated through project-based consulting engagements billed at daily or fixed-fee rates.
- Training and Certification Programs: DigJourney offers a portfolio of instructor-led and facilitated e-learning training programs on AI and digital transformation. Programs range from open enrollment multi-day courses to organizational transformation programs (4-6 months). Pricing ranges from 12,900 SEK to 23,500 SEK per participant. Programs result in diplomas or certifications in the LEAD Transformation Framework.
- Keynote Speeches and Workshops: DigJourney consultants deliver paid keynote presentations and interactive workshops on digital transformation, AI leadership, and sector-specific topics (retail, energy, public sector, healthcare). These are often the first touchpoint for new client relationships.
- SaaS / Digital Tools (Changemkr): The Changemkr digital leadership platform is offered as a standalone tool. While primarily bundled with training programs, the 2023 launch indicated a SaaS product direction for transformation management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Certification Course: Att leda AI- och digital transformation i energibranschen — 23,500 SEK ex. moms |
| One time/ perpetual license | Pay-as-you-go | Diploma Course: Att leda AI-transformation — 19,900 SEK ex. moms |
| One time/ perpetual license | Pay-as-you-go | Board AI Transformation Course — 12,900 SEK (members) / 14,900 SEK (non-members) |
| Other | Multi-year contract | Transformation Programs — 4–6 months, custom scope |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
DigJourney product offering
Product offeringCore offering
DigJourney is a management consulting and training firm that helps enterprises, public sector bodies, and sector-specific organizations lead AI and digital transformation. It sells consulting and process support engagements, certified training programs (diploma and certification courses on AI and digital transformation), keynote lectures and workshops, and a proprietary SaaS platform called Changemkr that supports transformation management. The portfolio is anchored in its proprietary LEAD Transformation Framework (Digital Maturity Matrix), which has been adopted by more than 1,000 Nordic organizations, and supported by the bestselling handbook 'Att leda digital transformation'.
Product overview
DigJourney offers a unified ecosystem for digital transformation comprising its proprietary LEAD Transformation Framework (Digital Maturity Matrix), the Changemkr digital management platform (SaaS), certified training courses, quick self-assessment tools, and advisory services. The portfolio spans: (1) the core Changemkr platform and LEAD Framework; (2) three named training courses — 'Att leda AI-transformation' (diploma), 'Att leda AI- och digital transformation i energibranschen' (certification), and 'Styrelsens roll i AI-transformation' (board program with Styrelseakademien); (3) Quick Tests (Snabbtester) for rapid change and AI-readiness assessment; (4) the Digital Maturity Test and Dimios partnership for deeper assessment; (5) the book 'Att leda digital transformation'; and (6) advisory, facilitation, and lecture services including Lego Serious Play workshops. The ecosystem is designed so clients gain self-sufficiency — DigJourney transfers knowledge, models, and tools so clients can lead their own transformations.
Differentiator
Problem solved
Functional benefit
Brands
- Changemkr: Digital service/tool for leading digital transformation, a management tool for transformation work.
- LEAD Transformation Framework
- DigJourney Retail
Products and services
- Changemkr A proprietary digital management platform (SaaS) for leading digital transformation. Provides quick tests (e.g., Change Readiness Index, AI Leadership Readiness), a 12-month support resource library, coaching, and access to a community of certified changemakers. Targets organizations leading transformation initiatives.
- LEAD Transformation Framework The core proprietary methodology for guiding organizational digital transformation. Comprises the LEAD Maturity Matrix (framework for assessing and developing digital maturity), the Transformation Process (four-parallel-process approach), and a toolkit including Leadframework.org, the book 'Att leda digital transformation', and the Changemkr management tool. Used by 1,000+ organizations.
- Att leda AI-transformation A diploma course for leaders and managers to develop understanding of how organizations can use AI to optimize processes and achieve strategic goals, while developing capability to lead AI transformation. Four half-days online plus e-learning, culminating in a personal AI plan and AI leadership action plan. Price: 19,900 SEK ex. VAT. NPS: 88 across four cohorts.
- Att leda AI- och digital transformation i energibranschen A certification course for leaders and strategists in the energy sector, based on the LEAD Transformation Framework with energy-industry-specific perspectives. Six half-day online sessions plus prep and certification meetings, leading to certification in 'LEAD Transformation Framework: Analyze'. Includes access to Changemkr, the book, and 12 months of support resources. Price: 23,500 SEK ex. VAT.
- Styrelsens roll i AI-transformation A concentrated course delivered in partnership with Styrelseakademien (Swedish Board Academy), designed to strengthen boards' ability to handle AI as a strategic issue — covering strategy, governance, risk management, and oversight. Two half-days online plus a 30-minute individual follow-up. Price: 12,900 SEK ex. VAT for members, 14,900 SEK ex. VAT for non-members.
- Rådgivning & processtöd Advisory and process support services — from current-state assessment to target vision and executed change. Supports leadership and organizations in setting direction, prioritizing correctly, and driving transformation to completion. Custom-scoped engagements at daily or fixed-fee rates.
- Workshop med Lego Serious Play A workshop format using Lego Serious Play methodology, facilitated by Anders Nilsson, for exploring and solving digital transformation challenges creatively and collaboratively.
- Digital Maturity Test (Digitalt mognadstest) A digital maturity assessment (DMI) providing an index score (0–100%) of organizational digital maturity across nine digital dimensions, with analysis, tips, and concrete recommendations. Available via Digitaltransformation.net. More than 3,000 individuals have taken the test.
- Quick Tests (Snabbtester) A suite of free, rapid self-assessment tools accessible via Changemkr: Change Readiness Index (Förändringsbehovsindex); AI Leadership Readiness (identifies AI-Explorer, AI-Initiator, or AI-Transformer profiles); AI Maturity in Retail; and AI Maturity in the Board. Provides instant results and recommendations.
- Att leda digital transformation (boken) A bestselling handbook for boards, executive teams, and CEOs on leading digital transformation, co-authored by Joakim Jansson and Marie Andervin. 15,000+ copies sold across multiple editions. Rating: 5/5. Functions as a foundational content asset and credibility builder for DigJourney's methodology.
Quantifiable outcome
- 88 NPS for the 'Att leda AI-transformation' certification course (four cohorts)
- +6 more outcomes
Companies that use DigJourney
Customer profileNamed customers24 records
Segments9 records
Ideal customer profiles6 records
DigJourney technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature5 records
DigJourney partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- StyrelseakademiencoreDigJourney and Styrelseakademien (Swedish Board Academy) co-developed a training program on 'The Board's Role in AI Transformation.' This program is part of Styrelseakademien's formal certification structure and targets board members, chairpersons, nomination committees, and CEOs. DigJourney provides content, methodology, and instructors while Styrelseakademien handles enrollment and leverages its member network. The partnership enables DigJourney to reach the board-level decision-maker segment systematically.
- Säkerhetsuniversitetet (SäkerhetsBranschen)coreDigJourney partnered with SäkerhetsBranschen (the Swedish Security Industry Association) and Säkerhetsuniversitetet (Security University) to develop and deliver training programs on leading digital transformation specifically for the security and installation industry. DigJourney provides its LEAD Transformation Framework methodology and instructors; Säkerhetsuniversitetet handles program administration and enrollment within its industry network.
- Tillväxtverket (Swedish Agency for Economic and Regional Growth)minorDigJourney received funding from Tillväxtverket to adapt its Digital Maturity Matrix framework, Digital Transformation Process, maturity test, and knowledge base for micro-businesses (companies with fewer than 10 employees) on rural landscapes. This initiative supports DigJourney's vision to 'democratize transformation' for the 96% of Swedish companies that are micro-businesses. Project started around 2019.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
DigJourney competitors and assessment
Company assessmentEmerging players
- Singularity University: Executive education and advisory organization focused on exponential technologies and leadership — directly comparable to DigJourney's AI leadership and digital transformation training; Mercedes Nadjafi Holmgren previously led Singularity in Sweden.
Regional players
- Northstream: Stockholm-based management and technology consulting firm focused on digital transformation in the Nordics — comparable boutique scale and Swedish base, with adjacent technology/digital advisory focus.
Direct peers
- Celemi: Swedish-based change management and training firm offering business simulations and transformation learning programs — comparable to DigJourney's training/certification revenue stream and Swedish geographic focus.
- Implement Consulting Group: Denmark/Nordic-based management consulting firm focused on strategy, operations, and digital transformation — directly comparable in geography, scale, and digital-transformation focus to DigJourney.
- Netlight Consulting AB: Premium Nordic management and technology consulting firm with deep Swedish presence — directly comparable scale, geography, and focus on digital/IT strategy advisory work.
- BTS Group AB: Nordic-headquartered business transformation and leadership development firm — directly comparable business model combining consulting, training programs, and digital transformation advisory.
Broad incumbents
- FranklinCovey: Global leadership and organizational transformation training firm with a franchise model — directly comparable to DigJourney's certification programs and methodology-driven training business, though at global scale.
- PA Consulting Group: Global innovation and transformation consulting firm with strong Nordic presence — competes in digital transformation advisory and uses structured methodologies similar to DigJourney's LEAD framework.
- McKinsey & Company (QuantumBlack / McKinsey Digital): Global management consulting incumbent with a major digital and AI transformation practice — competes for the same enterprise and public-sector transformation engagements DigJourney serves, though at vastly larger scale.
- Accenture Strategy & Consulting (Nordic): Global consulting giant with a Nordic delivery footprint and a dedicated digital transformation practice — competes for the same enterprise transformation engagements across banking, energy, retail, and public sector.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
DigJourney social profiles
Digital presenceDigJourney financial estimates
Financial estimateRevenue estimate
Valuation estimate
DigJourney leadership team
Management profileNumber of profiles
Profiles9 records
DigJourney funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DigJourney 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 DigJourney
What does DigJourney do?
DigJourney is a management consulting and training firm that helps enterprises, public sector bodies, and sector-specific organizations lead AI and digital transformation. It sells consulting and process support engagements, certified training programs (diploma and certification courses on AI and digital transformation), keynote lectures and workshops, and a proprietary SaaS platform called Changemkr that supports transformation management. The portfolio is anchored in its proprietary LEAD Transformation Framework (Digital Maturity Matrix), which has been adopted by more than 1,000 Nordic organizations, and supported by the bestselling handbook 'Att leda digital transformation'.
Is DigJourney a public or private company?
DigJourney is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DigJourney founded?
DigJourney was founded in 2016. It employs 1 to 10 people.
Where is DigJourney based?
DigJourney is headquartered in Stockholm, Sweden, in the Europe region.
How does DigJourney make money?
Four revenue lines are on record. Consulting and Advisory Services are the primary driver. The others are training and Certification Programs, keynote Speeches and Workshops and saaS / Digital Tools (Changemkr).
Who are DigJourney's main competitors?
Singularity University is listed as an emerging player. Northstream is listed as a regional player. Direct peers are Celemi, Implement Consulting Group, Netlight Consulting AB and BTS Group AB. Broad incumbents are FranklinCovey, PA Consulting Group, McKinsey & Company (QuantumBlack / McKinsey Digital) and Accenture Strategy & Consulting (Nordic).
Does DigJourney have an API?
No public API is recorded for DigJourney.
What industry is DigJourney in?
DigJourney's product category is Digital transformation consulting. Its primary akta.pro industry code is BPAHACAH, Digital & Technology Transformation Consulting, with a secondary code of BPAEAAAD, Business Process & Digital Transformation Consulting. Its NAICS code is 54161 and its SIC code is 8742.