What Whitespace does

Whitespace is a Swedish digital agency founded in 2013 in Malmö that specializes in web design, web development, GDPR-compliant web analytics, and managed hosting for Swedish municipalities, government agencies, and organizations with elevated data security requirements. The company serves clients including national authorities (SCB, Skatteverket, Försäkringskassan, Riksarkivet), public transport (SL), regional governments (Region Skåne), trade unions (Fackförbundet ST), and 20+ municipalities. Whitespace is the only certified Matomo partner in the Nordics and co-develops the Municipio open-source municipal web platform with Helsingborgs stad, which is used by 20+ public organizations.

The company's product portfolio is organized around three pillars: (1) Design & Development services for custom websites and digital products using a headless CMS stack (WordPress, Drupal, Municipio, Next.js, Gatsby, React, GraphQL, Node.js); (2) Whitespace Analys, a GDPR-safe cloud-hosted Matomo analytics service with shared and private cloud tiers; and (3) Whitespace Hosting, a Swedish-based secure hosting service launched in 2023 with 99.95% uptime guarantees. Additional offerings include Matomo training courses (in partnership with the University of Gothenburg), Headless Municipio implementations, a Measurement Plan (Mätplan) workshop service, and ecosystem contributions including the most-downloaded Matomo theme and a Storybook HTML addon. The AI Insights feature, announced for September 2025, adds anomaly detection with plain-language explanations inside Whitespace Analys.

Whitespace operates a remote-first model with offices in Malmö (headquarters) and Stockholm, and a distributed workforce across Sweden (Stockholm, Göteborg, Malmö, Ven, Karlstad, Fengersfors) and internationally (Lisbon, Alanya, Dubai, Tokyo). The company generates revenue from a mix of professional services (project-based design and development, training) and recurring subscriptions (Matomo cloud hosting, Municipio Cloud, custom hosting contracts). Distribution combines direct enterprise sales to large government clients, channel sales through partner Atea, participation in Swedish public procurement frameworks (Kammarkollegiets ramavtal), and content-led demand generation via a Swedish-language blog, webinars, and newsletter. Infrastructure is hosted on Glesys servers in Sweden (ISO 27001 certified), keeping all data within Swedish jurisdiction.

Name

Whitespace

Legal name

Whitespace

Website

https://whitespace.se

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Whitespace is a Swedish digital agency providing GDPR-compliant web analytics, web design and development, and secure hosting for municipalities, government agencies, and organizations with high data security requirements. It is the only certified Matomo partner in the Nordics and co-develops the Municipio municipal web platform.

Ownership category

akta.pro rank

Product category

Digital Agency and Web Analytics Services

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Web Content Management (WCM) & Experience Platforms (Content Services) (HDAEAGAK)

Keywords

• Web development services
• GDPR-compliant analytics
• Municipal web platforms
• Swedish cloud hosting
• UX design consulting

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Web Design & Development Services: Whitespace builds websites and digital products for companies, trade unions, municipalities, and government agencies. Services include UX design, web development, and digital transformation consulting.
2. Hosting Services: Swedish GDPR-compliant hosting services for organizations, municipalities, and government agencies with high security requirements. Includes cloud hosting packages and custom solutions.
3. Whitespace Analys (Matomo Cloud): GDPR-safe cloud hosting of Matomo web analytics platform. Offers two tiers: shared Matomo environment and private cloud deployment. Revenue from subscription-based cloud services with support included.
4. Matomo Training & Education: Educational courses on web analytics and Matomo for editors, communicators, and web analysts. Offered in three versions: Intro (15,500 SEK), Start, and Foundation courses.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Whitespace builds websites and digital products for enterprises, trade unions, municipalities and government agencies, and runs Whitespace Analys, a GDPR-safe cloud-hosted Matomo web analytics service, along with Swedish-based secure hosting. The company co-maintains the open-source Municipio WordPress-based web platform for the Swedish public sector and offers training, UX design and ongoing support across its portfolio.

Product overview

Whitespace is a digital agency offering three integrated service pillars: (1) Design & Development for custom websites and digital products, (2) Whitespace Analys (GDPR-safe web analytics powered by Matomo) for organizations requiring privacy-compliant data collection, and (3) Whitespace Hosting for Swedish-based secure web hosting. Their proprietary Municipio Cloud service provides managed hosting for the open-source Municipio web platform used by Swedish municipalities. The company specializes in headless CMS architectures and offers professional services, training, and ongoing support across their product portfolio. Established in 2013, they serve clients including government agencies, labor unions, and municipalities requiring high security and data sovereignty.

Differentiator

Problem solved

Functional benefit

Brands

• Municipio Cloud: A managed cloud service for the open-source Municipio web platform, designed for municipalities, government agencies, and public organizations.
• Whitespace Analys

Products and services

• Whitespace Analys Whitespace Analys is a GDPR-safe, Swedish-hosted cloud service for web analytics powered by Matomo. It offers improved data quality over Google Analytics while solving GDPR compliance issues, with servers located in Sweden and full data ownership retained by customers. Includes shared and private cloud deployment options, updates, backups and dedicated support.
• Whitespace Hosting Whitespace Hosting is a Swedish GDPR-compliant managed hosting service for organizations, municipalities and government agencies with high security requirements. Offered as pre-packaged cloud hosting tiers or custom on-premise solutions, including up to 99.95% uptime guarantee and support from experienced developers.
• Design and Development Professional UX design and web development services to build websites and digital products, including user research, interface design, front-end and back-end development, and ongoing maintenance and support. Targeted at companies, trade unions, municipalities and government agencies.
• Matomo Cloud Services Two-tier Matomo cloud offering from Whitespace: (1) shared Matomo cloud environment for quick setup and (2) private cloud with dedicated infrastructure for organizations with high traffic volumes, multiple websites and many users. Both include Swedish hosting, updates, backups and Matomo support.
• Matomo Training Three paid training courses for Matomo users: Editor Introduction (15,500 SEK), Start Course and Foundation Course. Covers reporting, goal tracking, campaign analysis, SEO and creating measurement plans. Offered in partnership with University of Gothenburg.
• Municipio Cloud Managed cloud hosting and support service for the Municipio open-source WordPress platform, including maintenance, security and accessibility compliance with WCAG 2.1 AA. Targeted at municipalities, government agencies and public organizations.
• Headless WordPress Implementation Service offering that delivers WordPress implemented as a headless CMS, decoupling content from frontend presentation and exposing content via REST or GraphQL APIs for websites and applications.
• Headless Municipio Decoupled variant of the Municipio platform separating the CMS from the website visitor; the CMS handles content creation while the front-end web app retrieves data via API. Provides higher security, faster performance and independent update cycles.
• Municipio An open-source WordPress-based web platform created by Helsingborgs stad and co-developed with Whitespace, designed for Swedish municipalities, government agencies and publicly owned companies. Includes pre-built modules for events, feedback and digital bulletin boards.
• Measurement Plan Service (Mätplan) Structured web-analytics planning service connecting organizational goals with relevant metrics in Matomo. Whitespace facilitates workshops to define measurement objectives and provides implementation instructions for tracking.

Quantifiable outcome

• Eslövs kommun won award for best municipal website in IDG Topp100 (November 2020)
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• GlesyscoreTechnology or IntegrationWhitespace uses Glesys for cloud infrastructure hosting. Glesys is certified according to ISO 27001 and operates with risk-based information security practices. All Matomo hosting runs on Glesys servers in Sweden.
• AteacoreChannel Partner/ Reseller/ DistributorSCB purchased Whitespace's Matomo cloud service through partner Atea. Atea is a Nordic IT infrastructure and services provider that facilitates government procurement.
• Helsingborgs stadflagshipStrategic or Co-development PartnerHelsingborgs stad initiated the Municipio platform. Whitespace and Helsingborg are jointly driving the development of Municipio and the surrounding community. Together they maintain municipio.se and the platform codebase.
• InnoCraft (Matomo)flagshipTechnology or IntegrationWhitespace is the only certified Matomo partner in the Nordics. InnoCraft is the company behind Matomo, based in New Zealand. Whitespace has worked with Matomo for over 10 years and offers comprehensive Matomo services.
• SKR (Sveriges Kommuner och Regioner)coreStrategic or Co-development PartnerWhitespace developed the DELA platform for SKR, which collects proven solutions within welfare services so that successful municipal solutions can spread to more municipalities.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Siteimprove: Danish-founded digital experience, accessibility (WCAG) and content quality platform widely used by Nordic public-sector organisations; overlaps with Whitespace's accessibility and web governance offerings.
• Sogeti Sverige: Swedish arm of the Capgemini group delivering large-scale IT consulting and digital services to Swedish government and enterprise, bidding against Whitespace on major framework deals.
• Atea: Largest Nordic IT infrastructure and services provider; both a Whitespace reseller (e.g., for SCB) and a competitor for major Swedish government framework deals.

Direct peers

• Knowit: Nordic IT and digital consultancy with significant Swedish public-sector presence; competes with Whitespace for municipal and government digital transformation, web and analytics contracts.
• Curamando: Swedish digital agency combining data, analytics and development services; competes with Whitespace in marketing and analytics-enabled web delivery for Nordic enterprises.
• Netlight: Nordic digital strategy and engineering consultancy with strong public-sector and enterprise engagements; competes for similar Swedish government and enterprise web/digital transformation work.
• TwentyOne (TwentyOne Agency): Swedish digital agency focused on web development, design and digital services for enterprise and public-sector clients, overlapping directly with Whitespace's design-and-development line.

Emerging players

• Fathom Analytics: Privacy-focused web analytics alternative to Google Analytics, targeting the same privacy-conscious Swedish and European customers as Whitespace Analys.
• Plausible Analytics: Privacy-first, lightweight web analytics SaaS competing for the same GDPR-safe analytics replacement demand that drives Whitespace Analys.

Others

• InnoCraft (Matomo): Creator and commercial steward of the open-source Matomo analytics platform on which Whitespace Analys is built; shapes the roadmap and partner economics of Whitespace's flagship SaaS product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• GitHubw8e.se/github
• LinkedInw8e.se/lnkd
• Xx.com/whitespace_se

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Whitespace