What Antrop does

Antrop AB is a Stockholm-based UX and service design consultancy founded in 2001, serving Swedish government agencies, large enterprises, and select sustainability-focused startups. Its service portfolio spans seven core categories — Service Design, UX Design, Digital Design, Research and Testing, Design Systems, Behavioral Design, and UX Engineering — supplemented by specialized offerings in Foresight and Speculative Design, Customer-Driven Organizational Development, and a structured Innovation Studio sprint. Differentiated capabilities include a 'UX Engineering' practice where designers use AI tools (Lovable, Claude Code, V0) to deliver functional frontend code, enabling rapid prototyping and design-to-code workflows that compress traditional handoff delays.

The firm generates revenue exclusively through professional consulting engagements with quote-based, project-specific pricing — ranging from short-term workshops to multi-phase multi-year contracts (per case study evidence on Systembolaget, Pensionsmyndigheten, and SJ). Go-to-market is sales-led, driven by an extensive portfolio of named case studies (30+), thought leadership content, an Academy/Knowledge platform, and direct outreach via a dedicated sales manager. Named clients span government (Försäkringskassan, Pensionsmyndigheten, Socialstyrelsen, Vinnova, SCB, Transportstyrelsen, Naturvårdsverket), enterprise (SJ, Systembolaget, IKEA/Ingka, Åhléns, Länsförsäkringar, Menigo, doktor.se, Adda, CityMail), and nonprofit/startup clients (Gapminder, Deedster, Just Arrived). The firm holds Gold in Årets Byrå 2025 and Great Place to Work 2023 certification, and is Sweden's representative in the International UX Partners network.

Technically, Antrop's stack combines conventional design tooling (Figma, Miro) with AI-assisted prototyping (Lovable, Claude Code, V0, Claude, ChatGPT) and proprietary methodologies such as its 'Kunddrivet arbetssätt' (Customer-Driven Work Approach) and Policy Lab framework. Distribution is single-country domestic (Sweden), with international capability accessed through the International UX Partners network rather than overseas offices. The firm operates with 11-50 employees from its Stockholm headquarters at Rosenlundsgatan 29A.

Name

Antrop

Legal name

Antrop AB

Website

https://antrop.se

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Antrop is a Stockholm-based UX and service design consultancy serving Swedish government agencies, large enterprises, and sustainability-focused organizations through project-based consulting in service design, UX, design systems, and AI-assisted UX engineering.

Ownership category

akta.pro rank

Product category

UX and Service Design Consulting

NAICS

Other Scientific and Technical Consulting Services (541690), Other Scientific and Technical Consulting Services (54169), Custom Computer Programming Services (541511)

SIC

Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

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

akta.pro secondary industries

Brand Experience (BX) & Service Design (BPAFAEAI), Enterprise Application UX, Portals & Low-Code Extensions (BPAEAGAM)

Keywords

• UX design
• Service design
• Design systems
• Behavioral design
• User research and testing

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional consulting services: Antrop generates revenue through consulting engagements providing UX design, service design, digital design, customer research, user testing, behavioral design, design systems, and organizational capability building. Projects range from short-term workshops and design studios to multi-phase engagements with government agencies and enterprise clients. Pricing is quote-based and project-specific.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Antrop is a Stockholm-based UX and service design consultancy that provides professional design and innovation services. It delivers service design, UX design, digital design, user research and testing, design systems, behavioral design, and organizational capability building to enterprise, government, and startup clients.

Product overview

Antrop is a UX and service design consultancy based in Stockholm, Sweden. Its core offering is service and UX design consulting, organized into seven service categories: Service Design, UX Design, Digital Design, Research and Testing, Design Systems, Behavioral Design, and UX Engineering. These are complemented by specialized offerings including Foresight and Speculative Design, Customer-Driven Approaches, and an Innovation Studio. The portfolio demonstrates these services across more than 25 client case studies spanning government agencies (Försäkringskassan, Pensionsmyndigheten, Socialstyrelsen, Vinnova), financial services (Länsförsäkringar, Svea Bank, Systembolaget), retail (Åhléns, Menigo), healthcare (Doktor.se), sustainability (Gapminder, Deedster, Ecogain), and public sector innovation. Notable named deliverables include the Systembolaget Måttfull app, the NoWo pension savings app, the Gapminder Worldview Upgrader progressive web app, and the ONECore modular digital platform for the housing sector.

Differentiator

Problem solved

Functional benefit

Products and services

• Tjänstedesign (Service Design)
• UX-design
• Digital design
• Research och testning (Research and Testing)
• Designsystem (Design Systems)
• Beteendedesign (Behavioral Design)
• UX Engineering
• Framsyn och spekulativ design (Foresight and Speculative Design)
• Kunddrivet arbetssätt (Customer-Driven Approach)
• Innovationsstudio (Innovation Studio)

Quantifiable outcome

• Länsförsäkringar Fastighetsförmedling achieved higher NPS scores and a more unified organization after customer journey mapping and behavioral typing engagement
• +7 more outcomes

Named customers32 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• International UX PartnerscoreStrategic or Co-development PartnerAntrop is Sweden's representative in International UX Partners, a global network of UX consultancies. This partnership enables Antrop to conduct international research studies on behalf of clients and provide customer insights from around the world.
• PUSH (finansierad av Vinnova)coreStrategic or Co-development PartnerPUSH is an innovation platform financed by Vinnova. Antrop served as innovation leader in the 'Värvningskontoret 2035' project, combining strategic intelligence with creative and practical work to create an engaging public experience.
• Frisk matminorStrategic or Co-development PartnerPartner in the Värvningskontoret 2035 project, contributing expertise on food and health connections.
• LivsmedelsakademinminorStrategic or Co-development PartnerPartner in the Värvningskontoret 2035 project, contributing food industry and academic expertise.
• Dietisternas riksförbundminorStrategic or Co-development PartnerPartner in the Värvningskontoret 2035 project, providing dietary and nutritional expertise.
• IteamcoreImplementation/ SI/ Consulting PartnerTechnology consulting partner in the ONECore project with Bostads AB Mimer. Iteam consultants work alongside Antrop's service and UX designers to map needs, develop solution proposals, and build the open-source digital platform.
• PrototypcoreTechnology or IntegrationTechnology development partner collaborating on digital product development. Worked with Antrop on projects including Gapminder Worldview Upgrader (web app development) and the Mimer ONECore platform.
• GapmindercoreStrategic or Co-development PartnerAntrop co-designed the Gapminder Worldview Upgrader web app with Gapminder (founded by Hans Rosling, Ola Rosling, and Anna Rosling Rönnlund), contributing UX research, design, and iterative development.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Futurice: Finland-headquartered digital design and engineering consultancy with Nordic public-sector and enterprise clients. Closest geographic and capability peer to Antrop, blending UX design with software engineering delivery.
• North Kingdom: Swedish digital experience agency working with major brands on design, branding, and interactive digital products. Direct Sweden-market competitor to Antrop in UX/design engagements.
• Great Works: Stockholm-based digital design and development agency serving enterprise clients across Scandinavia. Comparable size, geography, and service mix to Antrop.
• Ustwo Studios: Independent digital product studio combining design and engineering across apps, products, and experiences. Comparable blend of design-led product delivery and AI-enhanced workflows.

Regional players

• Hyper Island: Swedish-rooted creative business and digital transformation consultancy with education and industry practice. Comparable Nordic DNA and design-led transformation positioning.

Broad incumbents

• Method (Globant): Experience design practice inside Globant delivering brand, product, and customer-experience design. Comparable service mix and global delivery scale.
• Designworks (BCG): BCG's design and innovation arm competing for strategy-led design and service innovation projects. Comparable methodology overlap, much larger distribution.
• IDEO: Global design consultancy pioneer and category creator in human-centered design, design thinking, and service design. Sets the brand bar Anthrop competes against at the premium end.
• McKinsey Design: The design practice of McKinsey & Company, integrating design with management consulting. Competes with Antrop for high-end service design and customer-led transformation mandates.
• Fjord (Accenture): Accenture-owned design and innovation consultancy with global delivery capability. Direct competitor for large enterprise service design and digital transformation mandates that out-scale Antrop.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/62319
• Instagraminstagram.com/antrop.se
• Xx.com/antropab
• Facebookfacebook.com/antropab

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Antrop