Secondred Newmedia

What Secondred Newmedia does

Secondred Newmedia GmbH is a privately held, owner-managed digital agency headquartered in Erfurt, Germany, founded in 1999 and operating with approximately 20 employees. The company specializes in complex web projects for German public sector bodies and mid-market enterprises, with a heavy focus on Craft CMS-based web portals, e-commerce platforms (Craft Commerce), mobile applications built with Flutter, and increasingly AI-enabled web solutions. Its service portfolio spans consulting and concept work, lastenheft (requirements specification) creation for public tenders, bespoke web and application development, brand/design, and ongoing service and operations.

The company runs several proprietary platforms that double as anchor assets for its professional services revenue. PULSE is a multi-tenant SaaS platform launched in 2026 that enables organizations to configure their own AI assistants using a second directing LLM for phase-based dialog control, RAG with AI-optimized search terms, and integrated commerce/billing. The Karriere- und Bewerbungsportal (KBP) serves nearly all Thuringian ministries and authorities for recruiting and applicant management, while EiVer is a digital petition workflow system deployed for the city-state of Hamburg with ActiveDirectory SSO and digital archiving integration. The technical stack is consistent across products (Craft CMS, PHP, Vue.js, PostgreSQL, Flutter), and the company emphasizes DSGVO-compliant, modular architectures that integrate with clients' existing system landscapes (POS, ERP, CRM, archives).

Commercially, Secondred operates a sales-led, consultative go-to-market targeting state ministries, parliaments, municipal authorities, research institutes, cultural institutions, and selected mid-market enterprises. Revenue is primarily project-based professional services under quote-based pricing, with PULSE introducing subscription/recurring SaaS revenue. Customer acquisition relies on direct sales engagement, competitive bidding for public contracts, project referrals from long-tenured clients (e.g., Theater Erfurt, Freistaat Thüringen), and organic presence on LinkedIn and the company's portfolio website. The customer base skews heavily toward German public administration and publicly funded institutions, with enterprise clients spread across energy, manufacturing, leisure, and media.

Name

Secondred Newmedia

Legal name

SECONDRED Newmedia GmbH

Website

https://secondred.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Secondred Newmedia is an owner-managed German digital agency specializing in complex Craft CMS web portals, e-commerce, mobile apps, and DSGVO-compliant digital workflows for public sector bodies and mid-market enterprises, primarily across the DACH region.

Ownership category

akta.pro rank

Headquarters

HQ city

Erfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Web Development & Design: Bespoke web development, design, and digital application development services for enterprises and public sector clients. Projects range from website relaunches to complex web portals and applications.
2. E-Commerce Solutions: Custom e-commerce platform development including online shops, ticket systems, and commerce integrations (Craft Commerce implementations).
3. Mobile App Development: Native and cross-platform mobile application development using Flutter for iOS and Android.
4. AI Integration Services: Integration of AI models into web applications, including self-hosted solutions and AI Hub consumption-based models, DSGVO-compliant.
5. Digital Transformation Consulting: Business process digitization consulting, requirements analysis, lastenheft creation for public sector clients.
6. PULSE SaaS Platform: SaaS platform for AI assistants with subscription-based module selection, license booking, and automated billing through commerce integration.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

SECONDRED is a digital agency that designs, develops, and operates custom web applications, e-commerce platforms, mobile apps, and AI-integrated solutions for enterprises and public sector clients in Germany. Its core capabilities include Craft CMS-based web development, Craft Commerce e-commerce implementations, Flutter mobile app development, DSGVO-compliant AI integration, and end-to-end digital transformation consulting, supplemented by proprietary platforms such as the PULSE SaaS for AI assistants.

Product overview

SECONDRED is a digital agency specializing in complex web projects for businesses and public clients since over 20 years. The company offers a portfolio of proprietary platforms (PULSE SaaS for AI assistants, KBP Karriereportal for Thuringian public service recruitment, EiVer digital petition workflow system for Hamburg) alongside comprehensive service offerings including e-commerce solutions, HR/applicant management, AI integration in web applications, mobile app development using Flutter, website/portal development with Craft CMS, custom web applications, brand identity/design, consulting/conception, and ongoing service/operations. The product portfolio emphasizes individual development, DSGVO-compliant solutions, and seamless integration with existing system landscapes.

Differentiator

Problem solved

Functional benefit

Brands

• PULSE: SaaS platform for individual AI assistants with knowledge wizard, phase-based dialogue logic, and escalation features.

Products and services

• PULSE - SaaS Platform for AI Assistants Multi-tenant SaaS platform enabling companies to create and configure their own AI assistants without coding. Features knowledge wizard for document upload, phase-based dialogue control, RAG-based knowledge retrieval, and automated billing/licensing. Targets organizations seeking customizable AI assistants with DSGVO compliance.
• KBP (Karriereportal des Freistaats Thüringen) Central recruiting and administration platform for nearly all Thuringian ministries and authorities. Features include job postings, application workflows, teacher candidate admissions (LAA), applicant pool, rural doctor recruitment (HaZA), and digital application management for the Justice Examination Office (JPA).
• EiVer (Elektronisches Eingabeverfahren) Digital specialist procedure for the City of Hamburg for processing parliamentary petitions across all Hamburg authorities. Provides central workflow view, integrated online document editing via Collabora, and interfaces to Bürgerschaftskanzlei, ActiveDirectory, and Eldorado archiving system.
• Webshop & E-Commerce Solutions Custom e-commerce solutions built with Craft CMS and Craft Commerce, including product configurators, payment integration, inventory management, and POS integrations such as Korona. Targeted at enterprises, public institutions, and consumer brands requiring tailored online shops.
• HR & Bewerbermanagement Comprehensive HR and applicant management solutions including job posting management, applicant tracking, ranking and qualification calculations, integrated messaging, appointment reminders, and status updates with GDPR compliance. Targeted at public sector agencies and mid-to-large enterprises.
• KI in Webanwendungen (AI in Web Applications) AI integration services for web applications including automated content creation, image processing, data evaluation, and custom AI model configuration. Offers both self-hosted and AI-Hub consumption-based options with DSGVO compliance. Targeted at organizations seeking to embed AI into existing digital solutions.
• Digitalisierung von Geschäftsprozessen (Digital Business Process Transformation) Digital transformation services including business process digitization, workflow automation, data visualization, and custom web application development. Serves municipalities, public institutions, and private companies seeking to modernize operations.
• Mobile Apps Native and cross-platform mobile app development for iOS and Android using Flutter, including employee apps, customer apps, and mobile web applications with API integration to existing systems. Targeted at enterprises and public sector organizations needing dedicated mobile experiences.
• Webseiten & Portale (Websites & Portals) Professional website and portal development using Craft CMS with responsive design, SEO optimization, multilingual support, modular content blocks, live preview, versioning, and media management. Targeted at organizations requiring complex public-facing or internal web platforms.
• Systeme & Anwendungen (Systems & Applications) Custom web application and system development for complex requirements including data management, workflow automation, API integration, and intelligent evaluations. Built on Craft CMS, PHP, and PostgreSQL. Targeted at organizations with bespoke digital workflow needs.
• Markenbildung & Design (Brand Building & Design) Brand identity and corporate design development including logo design, color concepts, typography, style guides, and media production for digital channels. Targeted at organizations seeking a complete visual identity system.
• Beratung & Konzeption (Consulting & Concept) Strategic digital consulting including workshops, requirement analysis, information architecture, wireframes, user flows, functional specifications, and technical system concept with interface planning. Targeted at organizations initiating digital projects.
• Service & Betrieb (Service & Operations) Ongoing operations, maintenance, and development services including security updates, performance monitoring, content management, SEO optimization, and conversion analysis. Targeted at clients requiring long-term support of delivered digital platforms.
• Lastenheft für Ausschreibungen (Requirements Specifications for Tenders) Requirements specification and tender document creation services including workshops, current state analysis, best practices evaluation, and comprehensive requirement documentation. Targeted primarily at public sector clients preparing procurement processes.

Quantifiable outcome

• ThAFF job platform integrated into over 100 partner websites with millions of views
• +2 more outcomes

Named customers17 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

AI capability7 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• IPU (Planungsbüro für kommunale Entwicklung)coreStrategic or Co-development PartnerSECONDRED partnered with IPU to develop the Raumkarte land management system. IPU provided domain expertise in municipal urban development while SECONDRED handled technical development. The system is now used by municipalities around Schwalmstadt for centralized potential area management.
• Combase (Korona Kassensystem)coreTechnology or IntegrationSECONDRED specializes in e-commerce integrations with the Korona POS system. Real-time synchronization between online shop and POS enables accurate ticket availability, booking, and customer management for museums and cultural venues.

Scale indicators5 records

Direct peers

• Sunzinet AG: Cologne-based digital agency with comparable service portfolio (strategy, web, e-commerce, content platforms) and a strong mid-market and enterprise focus in DACH. Direct overlap in target buyer and project type.
• nexum AG: Cologne-based independent digital agency of similar profile offering strategy, design, development, and e-commerce services to mid-market and enterprise clients. Directly comparable German full-service digital agency competing for similar budgets.
• dkd Internet Service GmbH: Frankfurt-based Craft CMS Platinum Partner and full-service web agency with similar size and tech stack focus. Closely comparable as a Germany-based Craft CMS specialist serving enterprise and public-sector clients with custom web and e-commerce projects.
• TWT Interactive Group: Düsseldorf-based digital agency group delivering web platforms, e-commerce, and digital transformation for enterprise and public-sector clients in DACH. Comparable scope of services, customer segments, and tech-platform-agnostic delivery model.
• Neofonie GmbH: Berlin-based digital agency delivering custom web platforms, e-commerce, and AI-driven applications for enterprise and public-sector clients. Directly comparable in tech stack emphasis (including AI) and customer profile.
• kreuzwerker GmbH: Berlin-based digital consultancy/agency focused on web platforms, e-commerce, and cloud-native development for enterprise and public-sector clients. Similar size, DACH focus, and project-based delivery model.

Broad incumbents

• SinnerSchrader (Accenture Song): Long-established Hamburg digital agency, now part of Accenture Song, offering similar end-to-end digital services. Comparable in heritage and German public/private client base, but materially larger and embedded in a global consultancy.
• PIA UDG (United Digital Group): German full-service digital agency network of larger scale, serving enterprise and public-sector clients with web, e-commerce, and marketing technology. Comparable in segment and offerings but materially larger and broader than Secondred.

Emerging players

• Cognigy: Düsseldorf-based enterprise AI agent/chatbot platform with conversational AI, RAG, and agent orchestration capabilities. Comparable to Secondred's PULSE platform in product category and DACH enterprise focus, but with VC scale and global ambitions.
• parlamind GmbH: Berlin-based AI software company specializing in conversational AI and customer service automation for European enterprises, with GDPR-compliant cloud/on-prem deployment. Comparable to PULSE in AI assistant focus and DSGVO-compliant positioning, though more mature.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/secondred-newmedia-gmbh
• Xx.com/secondred

Compliance1 record

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 Secondred Newmedia