What Digital DNA does

Digital DNA (legally DDNA LTD) is a privately held, Northern Ireland-based media and live-events company founded in 2013 that operates as the central convening platform for the regional tech ecosystem across Northern Ireland and Scotland. The company produces two flagship annual conferences — Digital DNA Belfast (held at St George's Market, drawing approximately 2,000 attendees) and Digital DNA Glasgow (held at SEC Glasgow, drawing 1,200+ visitors) — alongside the Digital DNA Awards, an annual ceremony at ICC Belfast that has grown to 700 guests across 16 categories. Ticket revenue is generated through tiered passes (Essential £146.25, Premium £220, VIP £260, VIP Plus £310 ex VAT) and awards tables (£1,850-£2,250), with the majority of revenue likely derived from headline and tiered sponsorships by enterprise partners including PwC Northern Ireland, Kainos, ASOS NI, Aflac NI, Allstate NI, and First Derivatives.

The company's underlying technology is a conventional event management and community platform: ticketing, speaker curation, sponsorship sales, and a website/blog used for top-of-funnel content marketing. Supporting programmatic products include the upStart startup showcase (free for startups under 60 months old with less than £500k raised), the Digital Futures youth competition delivered in partnership with Sentinus (engaging 4,000+ young people since 2015), the Connectology premium networking workshop run with The Networking Institute, and an Ambassador community programme. In March 2022, Digital DNA acquired Learn Inbound, extending its footprint into content marketing training and Dublin-based events. The company is self-funded, has no disclosed institutional investment, and operates with 11-50 employees from its headquarters at Clockwise Offices, 48-60 High Street, Belfast. The leadership team comprises CEO Simon Bailie and Managing Director Chloe Ferris.

Name

Digital DNA

Legal name

DDNA LTD

Website

https://digitaldna.org.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Digital DNA is a Belfast-based, privately held media and events company that operates flagship annual tech conferences in Belfast and Glasgow, an industry awards ceremony, and community programmes for startups, students, and the wider Northern Ireland and Scotland tech ecosystems.

Ownership category

akta.pro rank

Product category

Tech Events and Conferences

akta.pro primary industry

Academic & Scientific Conferences (MPAGAGAD)

akta.pro secondary industries

Virtual/Hybrid Conference Production & Platform Management (THAHACAM), Virtual Awards Ceremonies & Competitions (Judging, Voting) (MPAGAOAN), Product & Innovation Summits (Roadmap, Launch Readiness, Innovation Days) (THAHAMAG)

Keywords

• Tech conferences
• Tech events
• Startup showcases
• Tech awards
• Tech community

Headquarters

HQ city

Belfast

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Event Tickets: Digital DNA generates revenue through the sale of tickets to its flagship tech conferences (Belfast and Glasgow) and awards ceremonies. Ticket tiers include Essential, Premium, VIP, and VIP Plus passes with varying price points and benefits.
2. Sponsorship & Exhibitor Opportunities: Corporate sponsors pay for brand visibility at events through headline sponsorship, exhibitor booths, branded activations, and partnership packages that provide access to the tech community audience.
3. Branded Activations: Custom branded experiences created with partners including bespoke events, roundtables, training programmes, and co-authored reports.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Digital DNA operates tech conferences (Digital DNA Belfast and Digital DNA Glasgow), annual awards ceremonies (Digital DNA Awards), and community programs (upStart startup showcase, Digital Futures youth program, Connectology networking workshops, Ambassador Programme). The company brings together startups, investors, enterprise tech companies, students, and ecosystem supporters across Northern Ireland and Scotland through live events, ticketed conferences, sponsorships, and partnership packages.

Product overview

Digital DNA operates as a tech events and media company offering a portfolio of live event products and community programmes. Their core products include Digital DNA Belfast and Digital DNA Glasgow (annual tech conferences), the Digital DNA Awards (annual ceremony), and various ticketed passes (Essential through VIP Plus tiers). Supporting programmes include the upStart startup showcase, Digital Futures youth competition, Connectology networking workshop, and Ambassador community programme. The company serves the tech and digital ecosystem across Northern Ireland and Scotland, providing networking, learning, and brand visibility opportunities.

Differentiator

Problem solved

Functional benefit

Brands

• upStart: Startup programme that brings together promising early-stage companies to compete and showcase their innovations, with winners receiving prizes including trips to NYC for networking with investors and policymakers.
• Digital Futures
• Digital DNA Awards
• Connectology

Products and services

• Digital DNA Belfast Northern Ireland's largest annual tech and digital conference held at St. George's Market, Belfast. Features multiple stages, keynote talks, panel discussions, startup village, networking opportunities, and 100+ speakers from leading technology companies. Targets tech professionals, startups, and enterprise companies.
• Digital DNA Glasgow Scotland's fastest growing tech and digital event held at SECC, Glasgow. Features multiple stages covering AI, FinTech, Cyber Security, Digital Marketing, and startup showcase. Targets Scottish tech ecosystem.
• Digital DNA Awards Annual awards ceremony celebrating individuals, projects, and companies from the NI Tech and Digital Sector. Features 16 categories including Young Person, Developer, Founder, Startup, and various company categories. Established in 2016.
• upStart Programme Startup showcase programme for early-stage companies at Digital DNA events. Provides complimentary pod space, brand placement, media opportunities, marketing promotion, and 4 complimentary event passes. Available for startups under 60 months old with less than £500k raised.
• Digital Futures Programme launched in 2014 to inspire the next generation of tech entrepreneurs. Run in partnership with Sentinus, engaging thousands of young people across NI schools with a grand final pitching competition. Has engaged over 4,000 young people since 2015.
• Connectology Exclusive networking workshop for VIP Plus ticket holders featuring Kingsley Aikins, CEO of The Networking Institute. Held at The Regency Belfast, focusing on networking techniques and building meaningful connections.
• Ambassador Programme Community programme for tech ecosystem supporters. Benefits include invite-only parties, exclusive merchandise, cash back incentives, ongoing event discounts, and member-only tokens.

Quantifiable outcome

• 2,000 visitors at Belfast events
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

23 partnerships are on record, tiered flagship, core and supporting.

• PwC Northern IrelandflagshipStrategic or Co-development Partner · 1 January 2017Headline partner for Digital DNA Belfast flagship event since 2018. PwC brings expertise in cybersecurity, data analytics, and emerging technologies. Technology experts from PwC NI showcase the company's commitment to driving innovation and digital transformation. Partnership includes supporting Digital DNA Belfast events and the broader tech community.
• SentinuscoreStrategic or Co-development Partner · 1 January 2015Long-standing partner in delivering the Digital Futures programme, aimed at inspiring young people about technology careers. Sentinus manages delivery of the programme which has engaged over 4,000 young people since 2015.
• PWC Northern Ireland (Digital Futures)coreStrategic or Co-development Partner · 1 January 2015Supporting partner of Digital Futures programme alongside Sentinus and Synechron, helping inspire the next generation of digital talent in Northern Ireland.
• Synechron (Digital Futures)coreStrategic or Co-development Partner · 1 January 2015Supporting partner of Digital Futures programme alongside Sentinus and PwC, contributing to youth engagement in the tech sector.
• Raise VenturescoreGTM or Marketing PartnerSponsor of upStart Startup Zone at Digital DNA Belfast 2023, supporting early-stage startups showcase their innovations at NI's biggest tech event.
• TughanssupportingGTM or Marketing PartnerSupporter of upStart Startup Zone at Digital DNA Belfast 2023.
• Ulster BanksupportingGTM or Marketing PartnerSupporter of upStart Startup Zone at Digital DNA Belfast 2023.
• MCS GroupflagshipGTM or Marketing PartnerEvent partner for Digital DNA Belfast 2024. Powers the Awards ceremony with Group Sales Director Sean Devlin involved in event leadership.
• Ulster UniversitycoreGTM or Marketing PartnerUniversity partner for Digital DNA Belfast 2024, supporting the tech ecosystem and innovation.
• Aflac Northern IrelandcoreGTM or Marketing PartnerEvent partner with speakers contributing to QA Testing and Learning & Development tracks at Belfast 2024.
• Allstate NIcoreGTM or Marketing PartnerEvent partner with technical speakers contributing to automation and developer sessions.
• InsidercoreGTM or Marketing PartnerEvent partner with VP and Head of International Advertising speaking at events.
• First DerivativescoreGTM or Marketing PartnerEvent partner and exhibitor, with speakers covering KDB+ and data topics at Belfast and Glasgow events.
• ITVXcoreGTM or Marketing PartnerEvent partner for Digital DNA Belfast 2024, sharing insights on VOD advertising strategies.
• GearsetcoreGTM or Marketing PartnerEvent partner for Digital DNA Belfast 2024, with Principal Software Engineer speaking on developer topics.
• TechFoundHercoreGTM or Marketing PartnerEvent partner for Belfast 2024, hosting panel discussions on innovation with CEO Máirín Murray.
• Inspiring BelfastcoreGTM or Marketing PartnerEvent partner for Belfast 2024, contributing to the Inspire Stage focusing on digital marketing.
• William J. Clinton Leadership Institute at Queen's University BelfastsupportingGTM or Marketing PartnerEvent partner for Belfast 2024, supporting leadership and business programming.
• Danske BanksupportingGTM or Marketing PartnerEvent partner for Belfast 2024, supporting the tech ecosystem in Northern Ireland.
• Belfast City CouncilcoreGTM or Marketing PartnerEvent partner and supporter of Digital DNA Belfast, providing civic support for tech events.
• SpecialisterneNIsupportingGTM or Marketing PartnerExhibitor at Belfast 2024, focusing on neurodiversity in tech employment.
• Aware NIsupportingOthersCharity partner for Belfast 2024, providing mental health support awareness.
• The Networking InstituteflagshipStrategic or Co-development PartnerExclusive networking workshop partner for Connectology event at Belfast 2024. CEO Kingsley Aikins leads exclusive networking training workshop for VIP Plus ticket holders.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Collision Conference:
• Web Summit: Largest global tech conference brand (Lisbon, Rio, Doha, Vancouver); directly comparable to Digital DNA Belfast/Glasgow in audience profile and sponsor mix, but at vastly greater scale and with a much broader geographic footprint.

Direct peers

• Dublin Tech Summit: Annual two-day tech conference in Dublin targeting enterprise and startup audiences with multiple stages, speakers and exhibitor halls. Closest comparable event in format and audience to Digital DNA Belfast, and a regional competitor for the same Ireland-UK sponsor pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/digitaldnahq
• YouTubeyoutube.com/channel/UCzj_n-Ys1yPWnCCBSW30kKQ
• Facebooken-gb.facebook.com/digitaldnahq
• LinkedInlinkedin.com/company/digitaldnahq
• Instagraminstagram.com/DigitalDNAHQ

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Digital DNA