Frojd Agency

What Frojd Agency does

Fröjd Agency (Fröjd Digitalbyrå) is a Stockholm-based full-service digital agency founded in 2006, employing approximately 50 specialists across strategy, UX/design, web development, and analytics. The firm designs, builds, and continuously optimizes websites, digital platforms, and content services for Swedish enterprise and public-sector clients, with named engagements spanning government agencies (Stockholm Business Region, Konsumentverket), municipalities (Sunne Kommun), tourism boards (Visit Sweden, Visit Värmland), energy and utilities (Jämtkraft, Varberg Energi), real estate (AMF Fastigheter, Stångåstaden, Gavlegårdarna), insurance (Agria Djurförsäkring across eight European markets), education (Medborgarskolan), and NGOs (Bröstcancerförbundet, Mentor).

The technical stack is multi-platform and CMS-led, anchored by Gold Partner status with both Optimizely and Umbraco, alongside Wagtail/Django headless implementations, Next.js/React frontends, WordPress, Vue.js, and .NET. Differentiated technical work includes scrollytelling with WebGL/ThreeJS data visualization, multi-brand platform architecture, comprehensive user testing methodology combining A/B testing with eye-tracking and heatmaps, and emerging AI features: Rek.ai personalization, an AI-generated podcast pipeline combining ChatGPT and ElevenLabs voice cloning, and Umbraco deployments with AI-assisted editorial tooling.

Revenue is generated through project-based professional services engagements, including new builds, redesigns, platform migrations, and ongoing optimization retainers (e.g., Zeta since 2018, Sunne Kommun ongoing), with multi-year contract cadence and a significant share of new business won through Swedish public procurement. Pricing is quote-based and not publicly disclosed. Distribution is direct B2B via enterprise sales led by Business Director Emmilie Ruthér, supplemented by competitive agency pitches and public tenders. The firm became part of Eidra in 2024-2025 while retaining its brand, leadership (CEO Oskar Sparreljung, Vice CEO Jessica Kardemark), and operating model.

Name

Frojd Agency

Legal name

Fröjd Digitalbyrå

Website

https://frojd.se

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Fröjd Agency is a Stockholm-based full-service digital agency with about 50 specialists that designs, builds, and optimizes websites and digital platforms for Swedish enterprise and public-sector clients, holding Gold Partner status with Optimizely and Umbraco.

Ownership category

akta.pro rank

Product category

Digital Agency Services

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151), Other Computer Related Services (541519)

SIC

Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373), Services-Management Consulting Services (8742)

akta.pro primary industry

Customer Experience (CX) QA, Analytics & Voice-of-Customer Operations (BPAAABAN)

Keywords

• Digital agency services
• Web development
• UX design
• CMS implementation
• Digital optimization

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Agency Professional Services: Project-based fees for strategy, UX/design, web development, and ongoing optimization. Engagements include new website builds, redesigns, digital transformation projects, and platform migrations. Revenue is generated through project milestones and likely ongoing maintenance/ retainer contracts with existing clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Frojd Agency is a full-service digital agency that designs and develops sustainable websites and digital services for enterprise, government, and public-sector clients in Sweden. The agency offers strategy, UX/design, technical development, content and SEO, and analysis/optimization services, with deep expertise across CMS platforms (Optimizely Gold Partner, Umbraco Gold Partner, WordPress, Wagtail/Django) and headless architectures. They provide end-to-end project delivery including new builds, redesigns, platform migrations, and ongoing optimization retainers.

Product overview

Fröjd Agency (Fröjd Digitalbyrå) is a creative digital agency with technical expertise that creates sustainable digital services driving growth. The agency operates as a full-service digital consultancy offering five core service lines: Design and Interaction, Technology and Web Development, Analysis and Optimization, Content and SEO, and Resource Consulting. Their technology practice specializes in implementing major CMS platforms including Optimizely (Gold Partner), Umbraco (Gold Partner), and WordPress, alongside headless solutions using Wagtail/Django with Next.js frontend. They offer AI-powered personalization through Rek.ai integration, automated content solutions, and have developed AI-generated podcast capabilities for clients. The agency serves both private and public sector clients across Sweden, with approximately 50 employees based in Stockholm.

Differentiator

Problem solved

Functional benefit

Products and services

• Design and Interaction Services
• Technology and Web Development Services
• Analysis and Optimization Services
• Content and SEO Services
• Resource Consulting
• Optimizely CMS Implementation
• Umbraco CMS Implementation

Quantifiable outcome

• +42% conversion increase after launch for Medborgarskolan
• +6 more outcomes

Named customers21 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• EidracoreStrategic or Co-development Partner · 1 January 2025Fröjd became part of Eidra in 2025, joining a constellation of expert companies within strategy, branding, marketing, data, innovation, and technical development. Eidra is the new owner of Fröjd. Fröjd continues with the same team, same working methods, and same delivery — but now with increased power and capacity to create value for clients. The partnership complements Eidra's offering with Fröjd's experience in digital solutions.
• UmbracocoreTechnology or Integration · 1 January 2024Fröjd is an Umbraco Gold Partner with several certified Umbraco developers and one of Sweden's few certified Umbraco Masters. They offer expertise in creating successful, customized Umbraco solutions. Fröjd has seen increased demand for Umbraco projects among their clients and has deepened their competency and quality assurance around the platform.
• AMF FastighetercoreImplementation/ SI/ Consulting Partner · 1 January 2024Fröjd serves as technical development partner for AMF Fastigheter, responsible for technical development of amffastigheter.se and commercial property websites (Mood, Gallerian, Fältöversten, Västermalmsgallerian, Ringen). The team includes Grau (concept/UX/design) and Diggity (analytics/SEO).
• OptimizelycoreTechnology or Integration · 1 January 2023Fröjd is an Optimizely Gold Partner, certified to work with Optimizely CMS for both new development and maintenance/ongoing development. They have certified Optimizely developers with long experience and deep technical competence.
• ZetacoreImplementation/ SI/ Consulting Partner · 1 January 2018Ongoing optimization and development partnership with Zeta since 2018, continuously improving the website through KPI-setting, new functionality development, and content optimization. The collaboration has driven consistent improvements and resulted in Zeta.nu winning 'Best Commercial Website' for two consecutive years.
• HigabminorImplementation/ SI/ Consulting PartnerWebsite redesign and development for Higab, a Göteborg-based property company managing culturally significant buildings. Project included UX/design and WordPress development.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• North Kingdom: Luleå/Stockholm-based digital agency focused on award-winning web, brand, and interactive experiences for enterprise and government clients, including destinations and cultural institutions — directly comparable in client mix, creative ambition, and Swedish/Nordic market focus.
• Knowit: Swedish/Nordic digital consultancy with strong public-sector and enterprise client base, offering strategy, design, and technology services — directly comparable on Nordic government/enterprise focus and CMS-driven delivery.
• Bouvet: Norwegian-headquartered Nordic consultancy providing digital services, design, and technology development to public-sector and enterprise clients; comparable full-service digital agency model across the Nordic region.
• Netlight: Nordic technology and digital consultancy with offices across Sweden and the broader Nordics, offering strategy, design, and engineering services to enterprise clients — comparable headcount tier and premium positioning.
• Doberman: Stockholm-headquartered design and digital agency working across strategy, design, and technology for enterprise and public-sector clients; closest direct competitor on Swedish premium design and digital transformation work.

Broad incumbents

• Monks (formerly MediaMonks): Global, scaled digital production and creative agency that competes with Fröjd for enterprise digital builds and CMS-based platforms, but operates across a much broader portfolio of services and geographies, often winning pitches Fröjd cannot staff at scale.

Regional players

• Reaktor: Helsinki-based digital engineering and design agency with a strong reputation for high-end software, design, and emerging-tech work; comparable creative-technical profile but primarily serves the Finnish market rather than Sweden.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• GitHubgithub.com/frojd
• Facebookfacebook.com/frojdagency
• LinkedInlinkedin.com/company/fr-jd
• Instagraminstagram.com/frojdagency
• Xx.com/frojdagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Frojd Agency