Equilibrium
equ is a Perth-based digital agency serving enterprise and government clients across Australia with strategic advisory, product development, and growth services built on Sitefinity and Optimizely digital experience platforms.
- Company typePrivate
- Founded1995
- HeadquartersEast Perth, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Equilibrium does
Equilibrium Interactive Pty Ltd, trading as equ, is a Perth-headquartered digital agency founded in 1995 and operating across three core service pillars: Strategic Advisory, Product Development, and Growth and Performance. The firm serves enterprise and government clients in Australia with selected international engagements, delivering strategy consulting alongside hands-on UX/UI design, website and mobile application development, Digital Experience Platform (DXP) implementation and support (Sitefinity including .NET Core headless, and Optimizely One), and ongoing performance marketing including enterprise SEO and conversion rate optimisation. Underlying technology choices include React Native for mobile, .NET and GraphQL middleware APIs, Microsoft Azure cloud infrastructure, Firebase push notifications, and headless CMS architecture.
equ generates revenue primarily through project-based engagements and long-term retainers rather than transactional licensing, with pricing quote-based and bespoke per client. Direct, sales-led go-to-market is delivered by a dedicated Sales & Marketing Director, Senior Account Directors, Account Managers, and Digital Consultants, with no reseller or channel partner model. Anchor client relationships include Keystart, AFG, REIWA, ABN Group (managing brands like Dale Alcock and Celebration Homes), Satterley Property Group, Horizon Power (decade-long partnership), Rottnest Island Authority, Edinburgh Fringe Festival, StudyPerth, Murdoch University, DFES, South32, and Telethon Kids Institute, spanning fintech, real estate, government, utilities, tourism, education, mining, and healthcare/non-profit verticals.
The company is privately held by co-founders Warren Gibbs (now Brand Ambassador) and Stephen Dodge (Co-Founder and Director), with Claire Aindow as CEO following her 2024 appointment from a CFO/Acting CEO role. The leadership team has been expanded with CGO Jean-Michel Charette (ex-CapGemini Invent), Head of Strategy Kristy Sachse (ex-Telstra Purple), and Head of Client Strategy Ruth Leach (ex-Digitas Australia). equNorth, launched January 2025, is the most recent sub-brand, uniting strategy, data, automation, CRO, and performance marketing into a unified customer-journey offering. The firm holds Optimizely Bronze Partner and Sitecore Silver Partner certifications and has multiple Australian Web Awards and Sitefinity Website of the Year accolades.
Equilibrium firmographics
Firmographics- Name
- Equilibrium
- Legal name
- Equilibrium Interactive Pty Ltd
- Website
- https://equ.com.au
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- equ is a Perth-based digital agency serving enterprise and government clients across Australia with strategic advisory, product development, and growth services built on Sitefinity and Optimizely digital experience platforms.
- Ownership category
- akta.pro rank
Equilibrium industry classification
Industry- Product category
- Digital Agency Services
- NAICS
- Computer Systems Design and Related Services (54151), Custom Computer Programming Services (541511), Computer Systems Design Services (541512)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Computer Programming Services (7371), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Application Outsourcing (AO) (BPAEAMAA)
- akta.pro secondary industry
- API Analytics, Monetization & Developer Experience Tooling (HDAEAIAJ)
Keywords
Where Equilibrium is headquartered
LocationHeadquarters
- HQ city
- East Perth
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Equilibrium business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Professional Services - Strategic Advisory: Digital strategy consulting engagements including customer journey mapping, data strategy, data journalism, and marketing personalisation strategy. Delivered as project-based or retainer engagements.
- Product Development Services: UX/UI design, website development, mobile app development, and Digital Experience Platform (DXP) implementation and support. Includes headless CMS builds, custom API development, and platform migration projects.
- Growth and Performance Services: Ongoing performance marketing, SEO, SEM, conversion rate optimisation (CRO), social media campaigns, and digital marketing retainer engagements. Typically long-term partnerships with continuous optimisation.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Equilibrium product offering
Product offeringCore offering
Equilibrium (equ) is a B2B digital agency that partners with enterprise and government clients to design, build and optimise digital products, experiences and marketing performance. Its offering is organised around three service pillars — Strategic Advisory (digital strategy, customer journey mapping, data strategy), Product Development (UX/UI design, website and mobile app development, Digital Experience Platform implementation across Sitefinity and Optimizely), and Growth and Performance (enterprise SEO, conversion rate optimisation, performance marketing). Engagements are delivered as project-based or retainer work, leveraging proprietary headless architecture, React Native, .NET/GraphQL APIs, Microsoft Azure, and AI-augmented CRM/marketing platforms.
Product overview
equ is a digital agency offering strategic advisory, product development, and growth and performance services. The core offering is structured around three service pillars: Strategic Advisory (fusing customer and business insights for high-impact strategies), Product Development (designing and delivering digital products and experiences including DXPs, websites, and mobile apps), and Growth and Performance (ongoing optimisation of digital performance through SEO, CRO, and performance marketing). These services are delivered through specialised sub-offerings including UX/UI design, enterprise SEO, conversion rate optimisation, and digital marketing for education. equ also operates equNorth as a unified brand combining strategy, data, automation, CRO and performance marketing. Recent client projects include the Keystart fintech app, the award-winning Rottnest Island destination website (Australia's first Sitefinity headless implementation), and the Edinburgh Fringe Festival digital platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Strategic Advisory Strategic consultancy service that fuses customer and business insights to develop realistic, high-impact strategies for digital transformation and execution, including customer journey mapping, data strategy, data journalism and marketing personalisation strategy. Delivered as project-based or retainer engagements to enterprise and government clients.
- Product Development Design and delivery of digital products and experiences for enterprise and government clients, including UX/UI design, websites, mobile applications, Digital Experience Platform implementations, headless CMS builds and platform migrations.
- Growth and Performance Long-term partnership service focused on continuous tracking and optimisation of digital performance, including enterprise SEO, conversion rate optimisation, performance marketing, SEM, social media campaigns and digital marketing retainers.
- Digital Experience Platform (DXP) Development & Support Implementation and ongoing support for enterprise Digital Experience Platforms including Sitefinity (including headless .NET Core architecture) and Optimizely One, enabling organisations to deliver personalised, omnichannel digital experiences.
- UX, UI and Digital Experience Design User experience and interface design services focused on creating intuitive, accessible, and engaging digital journeys across web and mobile platforms for enterprise and government clients.
- Website Development and Design Custom website design and development services for enterprise and government clients, including headless architecture implementations (.NET Core headless Sitefinity) for scalability, peak-demand performance, and flexible delivery across future platforms.
- Enterprise Level SEO Search engine optimisation services for enterprise organisations, focused on improving organic visibility, traffic, and rankings through an integrated SXO approach combining SEO, SEM, UX and UI.
- Conversion Rate Optimisation (CRO) Conversion rate optimisation services aimed at improving website conversion rates through A/B testing, user research, data-driven insights and iterative optimisation across enterprise client websites.
- equNorth Unified brand and offering combining strategy, data, automation, CRO and performance marketing services to deliver integrated, smarter customer journeys for clients.
Quantifiable outcome
- 82% increase in website traffic and 41% increase in session duration for Rottnest Island Authority
- +7 more outcomes
Companies that use Equilibrium
Customer profileNamed customers14 records
Segments1 record
Ideal customer profiles1 record
Equilibrium technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability7 records
Feature3 records
Equilibrium partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Horizon Powercoreequ is enhancing Horizon Power's Optimizely Digital Experience Platform and customer-facing digital environment across regional and remote Western Australia. Building on a partnership spanning over a decade, this project marks the first collaboration on the Optimizely platform and focuses on strategic enhancement and continued development of digital capabilities for WA energy customers.
- Optimizelycoreequ joined Optimizely's partner network as a Bronze Partner, providing the Optimizely One DXP to clients. This partnership enables equ to offer content management, personalisation tools, and web experimentation capabilities. The partnership is backed by Forrester research showing 370% ROI over three years for Optimizely users.
- Satterley Property GroupcoreFollowing the merger of LWP Group and Satterley, equ was selected as the preferred agency to consolidate digital strategy, website, and digital marketing for the newly merged entity — Australia's largest privately owned residential land developer. Services include website development, digital marketing, web support, and strategic management of the combined digital roadmap.
- ABN Groupcoreequ was awarded the entire website account for ABN Group, one of Australia's largest homebuilders. Managing the complete website ecosystem for brands including Dale Alcock, Celebration Homes, Webb & Brown-Neaves, Homebuyers Centre, Boutique Homes, Resolve Finance, and Home Collective, with focus on enhancing digital experiences and improving website performance.
- Edinburgh Fringe FestivalcoreBuilding on the success of the Edinburgh Fringe app (100,000+ downloads, 400,000+ ticket sales), equ was appointed to redevelop the festival's public website in two phases: new back-end content management system (early 2025) and advanced user features including ticket purchasing and personalised event planning (mid-2025). The custom API connects festival's key digital platforms for real-time data sharing.
- Telethon Kids Instituteminorequ partnered with Telethon Kids Institute to create a digital platform supporting the Inklings program — a 10-session program for babies aged 6-18 months showing early signs of developmental differences. equ's role is developing a digital platform connecting caregivers with parents, streamlining the program and providing tools for health practitioners and program administration.
- Department of Planning, Lands, and Heritage (DPLH)minorDPLH appointed equ to develop a strategy for a new planning portal, aiming to improve and streamline the delivery of the department's digital services to stakeholders.
- Perth ZoominorPerth Zoo selected equ to evaluate its current digital landscape, conduct thorough customer research, and deliver a strategic roadmap aimed at improving digital services and experiences for visitors.
- Sitecorecoreequ attained Sitecore Silver Partner status, demonstrating certified expertise in Sitecore CMS implementation and digital experience platform delivery.
Scale indicators10 records
Recent moves8 records
Expansion highlights6 records
Equilibrium competitors and assessment
Company assessmentBroad incumbents
- AKQA: Global design and innovation agency offering strategy, brand experience, digital products and performance marketing. Overlaps with equ's strategy, product development and growth pillars but serves much larger global brands.
- Accenture Song: Accenture's creative and digital experience arm, providing end-to-end digital strategy, design, and platform engineering. Overlaps with equ's full-stack offering but with significantly larger global delivery capability.
- Deloitte Digital: Global consulting-led digital agency covering strategy, design, engineering and marketing at scale. Competes with equ for large enterprise and government digital transformation mandates but operates a much broader service portfolio.
- Isobar: Global digital agency network within dentsu, offering strategy, experience design, commerce and martech. Overlaps with equ's customer journey and DXP work for enterprise clients but at greater scale and geographic reach.
Direct peers
- F5 (formerly F5 Collective): Australian digital agency delivering strategy, design, web/app development and growth services to enterprise clients, with comparable headcount and similar customer mix to equ across ANZ.
- SilverStripe: New Zealand-headquartered digital experience agency and Sitecore partner delivering DXP implementations, custom web platforms and digital strategy across ANZ, competing for the same Sitefinity/Sitecore-led engagements as equ.
- Valtech: Global digital agency specialising in DXP, commerce and data platforms with deep Optimizely and Sitecore practice, competing with equ for enterprise composable platform work, particularly in regulated industries.
- Luminary: Melbourne-based digital agency of comparable size offering strategy, web development, and digital marketing to enterprise and government clients, directly overlapping equ's service pillars and Australia-centric GTM.
- Arke: Australian digital agency focused on DXP, content management and digital marketing with similar Sitecore/Optimizely and enterprise client focus, making it a close functional peer to equ's product development and growth offerings.
- Affinity (formerly Affinity ID): Australian digital experience agency with Sitecore/Optimizely and custom development capabilities, competing with equ for mid-to-large DXP and web platform engagements in Australia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Equilibrium social profiles
Digital presenceEquilibrium compliance and trust
Trust signalCompliance2 records
Equilibrium financial estimates
Financial estimateRevenue estimate
Valuation estimate
Equilibrium leadership team
Management profileNumber of profiles
Profiles11 records
Equilibrium funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Equilibrium M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Equilibrium
What does Equilibrium do?
Equilibrium (equ) is a B2B digital agency that partners with enterprise and government clients to design, build and optimise digital products, experiences and marketing performance. Its offering is organised around three service pillars — Strategic Advisory (digital strategy, customer journey mapping, data strategy), Product Development (UX/UI design, website and mobile app development, Digital Experience Platform implementation across Sitefinity and Optimizely), and Growth and Performance (enterprise SEO, conversion rate optimisation, performance marketing). Engagements are delivered as project-based or retainer work, leveraging proprietary headless architecture, React Native, .NET/GraphQL APIs, Microsoft Azure, and AI-augmented CRM/marketing platforms.
Is Equilibrium a public or private company?
Equilibrium is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Equilibrium founded?
Equilibrium was founded in 1995. It employs 11 to 50 people.
Where is Equilibrium based?
Equilibrium is headquartered in East Perth, Australia, in the Oceania region.
How does Equilibrium make money?
Three revenue lines are on record. Professional Services - Strategic Advisory is the primary driver. The others are product Development Services and growth and Performance Services.
Who are Equilibrium's main competitors?
Broad incumbents on record are AKQA, Accenture Song, Deloitte Digital and Isobar. Direct peers are F5 (formerly F5 Collective), SilverStripe, Valtech, Luminary, Arke and Affinity (formerly Affinity ID).
Does Equilibrium have an API?
No public API is recorded for Equilibrium.
What industry is Equilibrium in?
Equilibrium's product category is Digital Agency Services. Its primary akta.pro industry code is BPAEAMAA, Application Outsourcing (AO), with a secondary code of HDAEAIAJ, API Analytics, Monetization & Developer Experience Tooling. Its NAICS code is 54151 and its SIC code is 7373.