What Motification AB does

The subject company is identified in firmographics as Motification AB, a small Swedish firm (1-10 employees, founded 2018, Karlstad) described as delivering lectures, training, strategy work and digitized motivation platforms. The detailed source material attached to this record, however, substantively describes a different and materially larger entity — Ninetech AB, a digital consultancy operating as part of the CombinedX group with offices in Stockholm, Örebro, and Karlstad. This description is grounded in that source material, with the firmographic discrepancy explicitly flagged.

Ninetech delivers B2B e-commerce platforms, customer portals, CPQ/product configurators, product information management (PIM) implementations, and AI-powered search and assistant solutions. The technology stack is built primarily on Microsoft Azure, augmented by a set of pre-built frameworks (Azure CPQ, Azure Commerce, Azure Portal, Azure Product Catalog, and AI Search & Assist) designed to shorten time-to-market, with additional partnerships across Optimizely, Struct PIM, inriver PIM, Plytix PIM, Google Marketing Platform, Microsoft Dynamics 365 CRM, and Norce Commerce. The firm also markets an AI-assisted development methodology ('Agentic Coding') to accelerate delivery.

The business operates as a sales-led professional services firm, generating revenue through project-based digital transformation engagements and ongoing retainer or maintenance contracts. Customers are segmented by vertical — primarily manufacturing industries (e.g., Würth, NIMO, Absolent, Dekra, Abro, Vedum, OBOS/SmålandsVillan) and experience/travel (e.g., SkiStar, Viking Line). Go-to-market relies on direct enterprise sales, case studies, and expertise content published in Swedish, English, and Norwegian, indicating some Nordic ambition. Pricing is quote-based and not publicly disclosed, consistent with B2B consultancy norms.

Name

Motification AB

Website

https://motification.se

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

A small Swedish firm (Motification AB) per firmographic record, delivering lectures, training, strategy work, and digitized motivation platforms from Karlstad; the attached source data, however, describes Ninetech AB, a CombinedX-group digital consultancy building B2B e-commerce, portals, CPQ, PIM, and AI search solutions for manufacturing and travel-sector enterprises across Sweden.

Ownership category

akta.pro rank

Product category

Motivation and Training Services

NAICS

Professional and Management Development Training (611430), Educational Support Services (61171)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742), Services-Prepackaged Software (7372)

akta.pro primary industry

Instructional Design & Storyboarding Platforms (EDAFAHAB)

Keywords

• Motivation platforms
• Corporate training
• Training services
• Digital motivation
• Strategy consulting

Headquarters

HQ city

Karlstad

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services & Implementation Consulting: Ninetech delivers digital transformation projects as a consultancy, providing services across strategy, design, development, and optimization of e-commerce platforms, customer portals, CPQ systems, and PIM implementations. Revenue is generated through project-based engagements and ongoing retainer or maintenance contracts with enterprise clients in manufacturing and experience industries.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Motification AB delivers lectures, training, strategy work, and complete digitized motivation platforms. The company combines in-person motivational and training services with strategy consulting and a digital platform offering to help clients sustain motivation initiatives.

Product overview

Motification AB (Ninetech/CombinedX) offers a comprehensive suite of digital solutions targeting manufacturing, experience, and travel industries. The product portfolio includes B2B e-commerce, websites, CPQ/product configurators, customer portals, product information management (PIM) systems, and AI-powered search assistants. The company builds on platforms including Microsoft Azure, Optimizely, and various PIM systems (Struct PIM, inriver PIM, Plytix), with ready-made frameworks for faster time-to-market. Their offerings focus on modern customer portals, e-commerce, CPQ, and automated digital flows to make products and services easier to sell, buy, and experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Lectures Inspirational and motivational lectures delivered to client audiences as a people-driven speaking engagement service.
• Training Structured training programs designed to build motivation, performance, and behavioral outcomes for client teams.
• Strategy Work Strategic consulting engagements focused on aligning motivation initiatives with client business objectives.
• Digitized Motivation Platforms Complete digitized motivation platforms delivered to clients to sustain and operationalize motivation initiatives beyond in-person engagements.

Quantifiable outcome

• Skistar Game described as 'Sweden's most engaging customer club'
• +1 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• Microsoft AzurecoreTechnology or IntegrationPrimary cloud platform underpinning all of Ninetech's pre-built frameworks (Azure CPQ Framework, Azure Commerce Framework, Azure Portal Framework, Azure Product Catalog Framework, AI Search & Assist Framework). Microsoft Azure is listed as a core platform in the platform section of the website.
• OptimizelycoreTechnology or IntegrationOptimizely is listed as a core platform, including the Optimizely Website Framework. Ninetech is a partner/systems integrator for Optimizely's CMS and commerce platform. Listed under 'Våra plattformar' (Our platforms).
• Struct PIMcoreTechnology or IntegrationStruct PIM is listed as one of Ninetech's core platforms for product information management. Listed under 'Våra plattformar' (Our platforms).
• inriver PIMcoreTechnology or Integrationinriver PIM is listed as a core platform for product information management in the platform section of the website. Ninetech has a dedicated inriver PIM platform page.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mentimeter: Swedish-headquartered interactive presentation and audience engagement platform used heavily in corporate training, workshops, and motivation sessions — a close geographic and functional peer to Motification AB's Nordic lecture and engagement focus.
• Kahoot: Norwegian-founded learning and engagement platform widely used by enterprises and educators for interactive training, motivation, and knowledge reinforcement — directly comparable to Motification AB's 'digitized motivation platform' angle for corporate L&D buyers.
• Slido: Audience interaction and engagement platform used inside corporate meetings, trainings, and motivation events; now part of Cisco/Webex, it competes directly with digitized motivation and engagement tooling Motification AB targets.
• FranklinCovey: Global training and consulting firm specializing in leadership, engagement, and effectiveness content — a direct analogue of Motification AB's 'lectures, training, strategy work' at much larger scale.
• Dale Carnegie & Associates: Established global training provider focused on motivation, communication, leadership, and employee engagement — overlapping head-on with Motification AB's stated corporate motivation lecture portfolio.

Broad incumbents

• Docebo: AI-driven learning platform for enterprise L&D including motivation, compliance, and employee engagement content — comparable platform-based peer for any corporate digitized motivation offering.
• Skillsoft: Large enterprise learning and talent development provider delivering courses, motivation/leadership content, and learning platforms — competes with Motification AB in the same corporate L&D wallet across a much broader catalog.
• Talentsoft (Cegid): European HR and learning vendor with training and talent development offerings — overlaps with Motification AB's Nordic corporate training footprint as a much broader-suite incumbent.

Emerging players

• Lessonly (Seismic): Sales and soft-skills training platform for customer-facing teams, now part of Seismic — comparable in marrying training delivery with a SaaS platform for motivation and enablement content.
• 360Learning: Collaborative corporate learning platform enabling in-house experts to author and deliver training — overlaps with Motification AB's combination of training services and a digitized platform product.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights4 records

Customer concentration

• LinkedInlinkedin.com/company/motification

Revenue estimate

Valuation estimate

Number of profiles

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 Motification AB