Fluxguide

What Fluxguide does

Fluxguide Ausstellungssysteme GmbH is a Vienna-based private digital agency founded in 2008 that designs and builds customized digital visitor experiences for museums, cultural institutions, tourism regions, and public-sector clients. The company explicitly positions itself as B2B, excluding consumer transactions, and delivers solutions across the full lifecycle from strategic consulting and concept development through UX design, AR/VR/XR production, and technical implementation. Its proprietary product portfolio includes the guide (digital guiding platform), daialogue (conversational AI chatbot for online collections), MuseumStars (multi-museum mediation platform with 100+ participating institutions in DACH), Collection Explorer (digital collection tool with deep integration to zetcom's MuseumPlus), and AI.Power.Tools (AI.Translate across 32 languages plus ElevenLabs-backed AI.Speech).

The business model blends project-based professional services with recurring subscription products. Custom engagements (e.g., the Schloesserland Sachsen app connecting 50+ castles and serving 4M+ annual visitors, Kennedy Space Center SmartGuide, Qantas Founders Museum, Louvre Abu Dhabi) are sold via consulting-led enterprise sales, while MuseumStars, the guide, and Collection Explorer follow subscription or freemium-to-subscription models. Distribution combines direct B2B sales, app stores for end-user reach, and the Culture Software Group joint venture with zetcom (2024), which bundles museum software and visitor experience solutions. Geographic footprint spans DACH (Austria, Germany, Switzerland), broader EMEA (UAE, UK, Netherlands), and Oceania (Australia), with additional R&D activity in EU-funded projects (Horizon Europe MEMORISE, Horizon 2020 InTaVia) and German federal research initiatives (MobiCell, GLARA, start2park). The company is led by Managing Director Dominik Gertsch alongside Founder Kasra Seirafi and a team of 11–50 employees organized across consulting, digital concepts, development, product design, and finance functions.

Name

Fluxguide

Legal name

Fluxguide Ausstellungssysteme GmbH

Website

https://fluxguide.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Fluxguide is a Vienna-based B2B digital agency building customized mobile apps, AR/VR experiences, and AI-powered tools for museums, cultural institutions, and tourism organizations across DACH, EMEA, and Oceania, combining project services with subscription products like MuseumStars and Collection Explorer.

Ownership category

akta.pro rank

Product category

Digital Visitor Experience Software for Cultural Institutions

NAICS

Museums (712110), Historical Sites (712120), Nature Parks and Other Similar Institutions (712190), Tour Operators (56152)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

akta.pro secondary industries

Culture, Heritage & Arts Itinerary Planning (THAKAOAK), Wildlife & Nature Interpretation Guides (Birding, Photography, Naturalist) (THAAALAE)

Keywords

• Digital museum guides
• Cultural sector software
• AR/VR museum experiences
• AI collection chatbot
• Visitor experience platform

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Custom Digital Solutions Development: Full-service digital agency offering bespoke app development, UX design, and digital strategy consulting for museums and cultural institutions. Projects range from consulting and conception through to technical implementation and ongoing support.
2. MuseumStars Platform Subscription: Digital mediation platform uniting onsite and remote learning experiences. Museums can join free with a remote challenge; onsite guiding solutions available in cost-effective subscription model. Users access content for free.
3. Collection Explorer Product: Standardized product for digital collection exploration with interface to collection management systems. Offered as customized solution adapted to client needs.
4. the guide Platform: SaaS platform for digital guiding in museums, designed for minimal implementation effort with ongoing technical support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Fluxguide develops and sells digital visitor experience software for museums, cultural institutions, and tourism organizations, including proprietary platforms (the guide, daialogue, MuseumStars, Collection Explorer) and AI-powered tools (AI.Power.Tools), delivered alongside custom app development, UX design, AR/VR/MR experiences, and consulting services. The company serves over 100 museums on MuseumStars and powers apps used by 4 million+ annual visitors at flagship projects such as Schloesserland Sachsen.

Product overview

Fluxguide develops individual digital solutions for digital knowledge transfer targeting museums, cultural institutions, and tourism organizations. The core product portfolio includes: the guide (digital guiding platform for museums), daialogue (AI chatbot for online collections), MuseumStars (multi-museum digital mediation platform with over 100 participating institutions), and Collection Explorer (digital collection exploration tool with MuseumPlus integration). These are complemented by AI.Power.Tools (AI.Translate and AI.Speech for content expansion), the K1_ARt/Vdonaukanal AR art platform, and the Art.Lector methodology for holistic visitor experiences. Fluxguide also conducts active R&D through projects including MEMORISE (Horizon Europe), CHAPTER (Volkswagen Foundation), InTaVia (EU Horizon 2020), MobiCell (V2X safety research), GLARA (AR/VR urban planning), and start2park (mobility research). Service offerings span mobile learning, outdoor/tourism apps, avatar-based storytelling, and museum workshops. In 2024, Fluxguide joined the Culture Software Group alongside zetcom to form a central hub for digital solutions in the cultural sector.

Differentiator

Problem solved

Functional benefit

Brands

• the guide: A future-ready platform for digital guiding in museums that makes museum content accessible on mobile devices with minimal implementation effort.
• daialogue
• MuseumStars
• Collection Explorer
• K1_ARt

Products and services

• the guide A SaaS platform for digital guiding in museums that makes museum content accessible on mobile devices with minimal implementation effort, designed for smooth day-to-day use with reliable technical support. Targeted at museums, exhibitions, and cultural institutions.
• daialogue An AI chatbot for online collections and digital exhibitions that enables visitors to explore collections through dialogue, ask questions, and discover new connections, extending curatorial interpretation into the digital space. Targeted at museums and cultural institutions.
• MuseumStars A digital mediation platform uniting remote learning challenges from multiple museums worldwide with onsite guiding solutions in one app, currently hosting 100+ museums from Austria, Germany, and Switzerland. Free for end users; subscription for museums.
• Collection Explorer A digital collection exploration tool that makes hidden depot treasures accessible to the public through timelines, network views, topic browsers, 360-degree views, and digital storytelling, with seamless integration to MuseumPlus collection management. Targeted at museums.
• AI.Power.Tools An AI-powered content expansion suite including AI.Translate for automatic translation into 32 languages and AI.Speech for text-to-audio conversion using ElevenLabs voice generator, integrated directly into the fluxguide CMS. Targeted at museums and cultural institutions managing multilingual content.
• K1_ARt (formerly Vdonaukanal) An international platform for digital art in public spaces that transforms urban environments into galleries for augmented reality artwork. Originally launched as Vdonaukanal in Vienna in 2024, expanding internationally in 2025.
• Mobile Learning Solutions Learning platforms, remote mediation, and gamified education services for museums, including interactive platforms, dialogue-based storytelling, and quiz-based discovery apps. Targeted at museums and educational institutions.
• Outdoor & Tourism Apps Custom mobile apps for tourism regions, nature parks, and urban spaces including personalized trip planning, interactive tour guides, map-based navigation, AR experiences, and gamification elements. Targeted at tourism regions, national parks, and outdoor recreation areas.
• Museum Workshops Workshop formats including Innovation Workshop (conception and brainstorming for digital visitor experiences), Storytelling Workshop (content preparation), and Workshop for Children & School Classes (target-group-appropriate mediation). Targeted at museums.
• MEMORISE A Horizon Europe research project developing a mobile application and digital learning platform for the Bergen-Belsen and Westerbork memorials, based on diary entries of former camp prisoners. Targeted at memorial sites and research institutions.
• InTaVia An EU Horizon 2020 project developing a Storytelling Suite that generates stories from biographical and object data; Fluxguide leads the User Requirements work package and designs exploratory mediation formats for cultural data. Targeted at research institutions and cultural heritage organizations.

Quantifiable outcome

• Over 4 million annual visitors served through Schloesserland Sachsen app alone
• +3 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• ifak (Institute for Automation and Communication Magdeburg)flagshipStrategic or Co-development Partner · 1 June 2023Research partnership for MobiCell project investigating V2X communication between cyclists and pedestrians. Ifak develops algorithms for collision detection using real-time sensor data from smartphones. Project funded by German Federal Ministry of Digital Affairs and Transport as part of mFUND innovation initiative.
• zetcomcoreStrategic or Co-development PartnerJoined forces with zetcom - the market-leading software provider in collection management - to form Culture Software Group (CSG). CSG serves as central hub for digital solutions in the cultural sector. First major joint project combines zetcom's MuseumPlus with Fluxguide's MuseumStars. Partnership enables seamless integration between collection management and digital visitor experiences.
• ReLUT (Research Lab for Urban Transport) at FH FrankfurtcoreStrategic or Co-development PartnerResearch partnership for start2park project developing data-based collection methodology for sustainable mobility research. Collaboration to understand and forecast parking search behavior using crowd-sourced data via smartphone app.
• bliqcoreTechnology or IntegrationTechnology partner for start2park research project - provider of innovative solutions in the field of mobility for parking data collection using machine learning and AI.
• Culture Software Group (CSG)coreStrategic or Co-development PartnerCentral hub for digital solutions in the cultural sector formed by combining Fluxguide and zetcom. Goal to combine expertise and bring together world's leading museum service providers to implement innovative high-end solutions for cultural institutions.
• Sopro (Prospect Global Ltd)minorGTM or Marketing PartnerDigital marketing service provider engaged for conducting marketing activities. Sopro is registered with ICO (UK) and specializes in B2B marketing. Part of compliance with data protection requirements.
• University of Applied Arts ViennacoreStrategic or Co-development PartnerAcademic partnership for development of Art.Lector principle - communication-technological and mediation-scientific innovation for holistic visit experiences and sustainable learning.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Others

• Gallery Systems: Provider of The Museum System (TMS), a leading collection management platform for museums. Adjacent peer serving the same museum customers with backend systems; potential integration or competitive overlap with Fluxguide's Collection Explorer.

Direct peers

• Cuseum: US-based digital engagement platform for museums and cultural organizations, offering mobile apps, AR experiences, and content tools. Closely comparable to Fluxguide's 'the guide' and MuseumStars products in functionality and target buyer (museum marketing/digital teams).
• Guide ID: Netherlands-based provider of mobile guide apps for museums, attractions, and cities. Direct peer offering comparable digital visitor experiences, multilingual audio guides, and CMS-driven content management for cultural institutions.
• Smartify: UK-based mobile app for art recognition and museum visitor guides, partnering with cultural institutions worldwide. Comparable as a digital museum visitor experience layer focused on object recognition and contextual storytelling.
• zetcom: Swiss provider of MuseumPlus collection management software and now co-member of Culture Software Group alongside Fluxguide. Direct peer in serving museum digital infrastructure, with overlapping customer base and complementary product suite (collection management vs. visitor experience).

Emerging players

• Ideum: US-based company building interactive touchscreen exhibits, AR/VR experiences, and software for museums. Comparable to Fluxguide's AR/VR/XR work and custom interactive installation offerings for cultural institutions.

Broad incumbents

• Bloomberg Connects: Bloomberg Philanthropies' free app platform powering digital guides for hundreds of museums and cultural institutions globally. A broad incumbent offering a no-cost alternative that competes for the same institutional digital engagement budgets as Fluxguide's the guide and MuseumStars.
• Axiell: Swedish software group serving libraries, archives, and museums with collection management and digital engagement solutions. Broad incumbent with overlapping customer base and complementary (rather than competing) collection-management vs. visitor-experience split.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fluxguide
• Facebookfacebook.com/fluxguide

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds1 record

Investors1 record

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 Fluxguide