PICTURE
PICTURE GmbH is a Münster-based SaaS provider of process-management and organizational-design software for the German public sector, serving 1,200+ federal, state, and municipal administrations via its PICTURE-Prozessplattform, Kasaia job-evaluation module, and the improve process-sharing network.
- Company typePrivate
- Founded2007
- HeadquartersMünster, Germany
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What PICTURE does
PICTURE GmbH, founded in 2007 and headquartered in Münster, Germany, is a privately held software and consulting firm specializing in process management and organizational design for the German public sector. Its core product is the PICTURE-Prozessplattform, a cloud-based SaaS platform that supports process modeling, documentation, analysis, optimization, and publication across multiple notations (PICTURE-BPMN, BPMN 2.0, PICTURE-Classic, FIM). The platform is built on the proprietary PICTURE-Methode, a visual notation system using 24 standardized building blocks designed to make process documentation accessible to non-technical public-administration staff. Two complementary modules extend the platform: Kasaia® for digital position evaluation under public-sector pay frameworks (TVöD-VKA, TV-L, TV-V, KGSt®), and Prozessnetzwerk improve, Germany's largest process-sharing network with 2,300+ sample processes distributed across 600+ public administrations.
PICTURE serves German federal, state, and municipal public-administration entities, with 1,200+ customer relationships disclosed. The company operates a multi-state distribution model: a state-sponsored free deployment in Saxony (Prozessplattform Sachsen, funded by the Free State of Saxony) anchors a process library of 250+ organizations, while paid enterprise deployments and IT-service-provider channels (ekom21, Axians Infoma, regio iT, Südwestfalen-IT) drive reach into Hesse, NRW, Rheinland-Pfalz, and Sachsen-Anhalt. Revenue is generated through three streams: annual SaaS subscriptions (quote-based for federal/non-Saxon entities, freemium in Saxony), professional services for process-management implementation and digital transformation (including OZG compliance), and fee-based training including a 9-month municipal process-manager certification program.
The company is led by co-managing directors Dr. Lars Algermissen and Dr. Thorsten Falk, employs 51–100 staff, and is privately held with no disclosed external investors. PICTURE holds ISO/IEC 27001:2022 (November 2025), ISO 9001, and the BITMi 'Software Made in Germany' quality seal (since 2014, now under BMDS patronage), positioning it for digital-sovereignty procurement preferences. Product development is steady, with six major platform releases between February 2025 and April 2026, the most recent introducing two AI assistants — Text to Model and Discover Optimization Potentials — into public beta for all SaaS customers.
PICTURE firmographics
Firmographics- Name
- PICTURE
- Legal name
- PICTURE GmbH
- Website
- https://picture-gmbh.de
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PICTURE GmbH is a Münster-based SaaS provider of process-management and organizational-design software for the German public sector, serving 1,200+ federal, state, and municipal administrations via its PICTURE-Prozessplattform, Kasaia job-evaluation module, and the improve process-sharing network.
- Ownership category
- akta.pro rank
PICTURE industry classification
Industry- Product category
- Public Sector Process Management Software
- NAICS
- Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Process & Case Management Low-Code Platforms (HDAEAKAE)
- akta.pro secondary industries
- Industry-Specific Low-Code Platforms (Vertical App Platforms) (HDAEAKAL), Low-Code/No-Code Application Platforms (HDAEAKAA)
Keywords
Where PICTURE is headquartered
LocationHeadquarters
- HQ city
- Münster
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
PICTURE business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscriptions: Annual subscription fees for the PICTURE process platform, with tiered pricing for different organizational sizes. State-funded access available for Saxon public entities.
- Professional Services: Consulting services for process management implementation, organizational development, and digital transformation. Training programs and coaching packages.
- Training and Certification: Fee-based training programs including the 9-month certification program for municipal process managers, webinars, and workshops.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Process Platform Sachsen (Free) |
| Subscription | Annual | Enterprise SaaS Subscription |
| Subscription | Annual | Kasaia Position Evaluation |
| Other | Multi-year contract | Training Programs |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
PICTURE product offering
Product offeringCore offering
PICTURE GmbH develops and sells the PICTURE-Prozessplattform, a cloud-based SaaS process management platform purpose-built for German public administration. The platform enables process modeling, documentation, analysis, optimization, and publishing using the proprietary PICTURE-Method (24 visual building blocks), PICTURE-BPMN, and FIM notations. Complementary offerings include Kasaia® for digital position evaluation (TVöD-VKA, TV-L, TV-V, KGSt standards) and the Prozessnetzwerk improve with over 2,300 shared process templates across more than 600 public administrations.
Product overview
PICTURE GmbH offers a unified platform-plus-modules product architecture centered on the PICTURE-Prozessplattform as the core SaaS product for process management in the German public sector. The platform supports multiple process notations (PICTURE-BPMN, BPMN 2.0, PICTURE-Classic, FIM) and includes integrated AI assistants for automated process modeling and optimization discovery. Key modules include Kasaia® for digital position evaluation and the Prozessnetzwerk improve for inter-municipal process knowledge sharing. Regional variants like the Prozessplattform Sachsen provide state-sponsored deployments. The company also offers consulting services for process management introduction, organizational development, and digitization support.
Differentiator
Problem solved
Functional benefit
Brands
- Kasaia®: Digital job evaluation solution for public administration, supporting TVöD-VKA, TV-L, TV-V, and KGSt® service position evaluation.
Products and services
- PICTURE-Prozessplattform The primary SaaS-based process management platform for the German public sector, enabling process modeling, documentation, analysis, optimization, and publishing. Supports multiple notations including PICTURE-BPMN, BPMN 2.0, PICTURE-Classic, and FIM. Includes AI assistants (beta) for automated process modeling and optimization.
- Kasaia® Digital position evaluation (Stellenbewertung) solution enabling teams to evaluate and grade positions digitally, supporting TVöD-VKA, TV-L, TV-V, and KGSt® Dienstpostenbewertung standards. Used by public administration HR departments.
- Prozessnetzwerk improve Germany's largest process network with over 2,300 sample processes, enabling knowledge sharing and process exchange between over 600 public administrations. Provides an add-on module accessible via the PICTURE-Prozessplattform.
- Prozessplattform Sachsen State-sponsored variant of the PICTURE-Prozessplattform provided free of charge to Saxon state and municipal administrations, as well as companies with state/municipal participation in Saxony. Funded by the Free State of Saxony.
Quantifiable outcome
- Over 8,000 processes described and improved
- +4 more outcomes
Companies that use PICTURE
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
PICTURE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature6 records
PICTURE partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, major and minor.
- Sächsische Staatskanzlei (Saxon State Chancellery)coreState-level partnership for Prozessplattform Sachsen deployment. PICTURE provides the platform while the state funds free access for Saxon public entities. Framework contract for Kasaia licensing. Joint process library development with 250+ participating organizations.
- ekom21corePartnership providing Hessian public administration access to PICTURE process platform. ekom21 is a major IT service provider for Hesse state.
- Axians Infoma GmbHmajorStrategic partnership for distributing PICTURE process management solutions to public sector clients.
- saascomminorCooperation for public administration digitalization solutions.
- Wolters KluwerminorPartnership with Kasaia for AI-powered legal position evaluation standards in public administration.
- Land Rheinland-Pfalz - Ministry of the Interior and SportcoreOPTIKOM project funding inter-municipal process management cooperation. Four municipal associations (Verbandsgemeinden) participating: Diez, Kaisersesch, Montabaur, Weißenthurm.
- Ennepe-Ruhr-KreiscoreInter-municipal process management project (PzM@ERK) involving the district and five cities: Gevelsberg, Hattingen, Sprockhövel, Wetter, Witten. Joint process registers with 1,400-1,500 process profiles.
- Ministry for Infrastructure and Digitalization of Sachsen-AnhaltcoreProof of Concept for municipal process management. Free module access for participating communities through 2026.
- regio iTmajorIT service provider partnership for process management solutions deployment.
- Südwestfalen-ITmajorIT service provider partnership for process management solutions deployment.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
PICTURE competitors and assessment
Company assessmentDirect peers
- MEGA International: Enterprise architecture and process modeling vendor with strong European public-sector presence (HOPEX platform). Overlaps on process documentation, governance, and BPMN-based modeling for government clients.
- BOC Group: Provider of ADONIS, a process management and enterprise architecture platform used widely across German and Austrian public administrations. Closest direct competitor in German public sector BPM, with similar customer base and BPMN-based tooling.
- Bizagi: Low-code process management and automation platform used by enterprises and public sector organizations. Direct functional overlap with PICTURE's process modeling, BPMN support, and workflow capabilities, though Bizagi is more horizontal while PICTURE is public-sector-vertical.
- iGrafx: Process mining and BPM platform with established public-sector customer base in Europe. Competes on process modeling, analysis, and increasingly AI-driven optimization - directly overlapping PICTURE's roadmap.
Broad incumbents
- ServiceNow: Global platform leader in workflow automation, ITSM, and process management. Offers overlapping process modeling capabilities and is a major vendor in German public administration; competes via broader platform rather than public-sector specialization.
- ARIS (Software AG): Long-established BPM/process management suite from Software AG with deep enterprise and public-sector footprint in Germany. Comparable BPMN-based process modeling and analysis capabilities, with broader enterprise architecture scope.
- SAP Signavio: Enterprise process management and transformation suite acquired by SAP. Competes in the same process modeling/management category PICTURE addresses, with a much broader enterprise focus but increasingly active in German public sector digitalization programs.
Emerging players
- Flowable: Open-source-based BPMN and CMMN process automation platform with growing European public-sector traction. Competes on execution and automation rather than just modeling, representing a more technical alternative.
- formcycle (Omikron): German-based forms and workflow management vendor widely used in German public administration; already integrated with PICTURE-Prozessplattform via formcycle interface. Represents an adjacent product family that could expand to compete or remain a partner.
Others
- Wolters Kluwer (Governement & Public Sector): Already a PICTURE partner for AI-powered legal position evaluation (Kasaia integration). Provides adjacent compliance, legal content, and public-sector software solutions that intersect with PICTURE's HR/administrative process management footprint.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
PICTURE social profiles
Digital presencePICTURE compliance and trust
Trust signalCompliance2 records
PICTURE financial estimates
Financial estimateRevenue estimate
Valuation estimate
PICTURE leadership team
Management profileNumber of profiles
Profiles5 records
PICTURE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PICTURE 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 PICTURE
What does PICTURE do?
PICTURE GmbH develops and sells the PICTURE-Prozessplattform, a cloud-based SaaS process management platform purpose-built for German public administration. The platform enables process modeling, documentation, analysis, optimization, and publishing using the proprietary PICTURE-Method (24 visual building blocks), PICTURE-BPMN, and FIM notations. Complementary offerings include Kasaia® for digital position evaluation (TVöD-VKA, TV-L, TV-V, KGSt standards) and the Prozessnetzwerk improve with over 2,300 shared process templates across more than 600 public administrations.
Is PICTURE a public or private company?
PICTURE is a private company. It is classified as management employee owned and is currently operating.
When was PICTURE founded?
PICTURE was founded in 2007. It employs 51 to 100 people.
Where is PICTURE based?
PICTURE is headquartered in Münster, Germany, in the Europe region.
How does PICTURE make money?
Three revenue lines are on record. SaaS Platform Subscriptions are the primary driver. The others are professional Services and training and Certification.
Who are PICTURE's main competitors?
Direct peers on record are MEGA International, BOC Group, Bizagi and iGrafx. Broad incumbents are ServiceNow, ARIS (Software AG) and SAP Signavio. Emerging players are Flowable and formcycle (Omikron). Wolters Kluwer (Governement & Public Sector) is listed as an others.
Does PICTURE have an API?
No public API is recorded for PICTURE.
What industry is PICTURE in?
PICTURE's product category is Public Sector Process Management Software. Its primary akta.pro industry code is HDAEAKAE, Process & Case Management Low-Code Platforms, with a secondary code of HDAEAKAL, Industry-Specific Low-Code Platforms (Vertical App Platforms). Its NAICS code is 54151 and its SIC code is 7372.