Stay Future Proof

What Stay Future Proof does

Stay Future Proof is a privately held Dutch strategy and innovation consultancy headquartered in Amsterdam, operating as Stay Future Proof B.V. The firm serves Dutch enterprise, government, and education clients, including ING, Achmea, SNS, Rijksvastgoedbedrijf, Gemeente Amsterdam, Polestar, TransDev, Priva, and UvA, with selected international engagements. Its stated purpose is to help organizations develop sustainable value propositions and business models while continuing to operate their existing business.

The firm's core deliverables are advisory services across six practice areas: Strategy, Innovation, Transformation, Visual Storytelling, Sustainable Business Design, and a "Strategy as a Service" retainer model. Engagement delivery rests on a proprietary five-stage innovation methodology (Define Purpose, Explore the Future, Design Future Value, Discover the Unknown, Implement and Scale) and a set of proprietary canvas tools, most notably the Future Proof Business Model Canvas co-developed with Alexander Osterwalder that extends the standard BMC with eleven building blocks incorporating positive and negative impact on People and Planet. Supporting tools include the Context Map, Value Proposition Canvas, a digital Ideation platform, and the Future Proof Scan assessment.

The business model is a professional services model with multiple revenue streams: project-based consulting engagements, Stay Future Fit masterclass training, and a freemium toolkit of downloadable canvases, scans, guides, and brochures. Lead generation is anchored on free consulting touchpoints (Future Proof Scan, Lunch & Learn keynotes, Dutch Design Week presence) feeding into paid engagements. The firm is independently owned with no disclosed investors, operates with 1–10 employees, and has no publicly disclosed financials.

Name

Stay Future Proof

Legal name

Stay Future Proof B.V.

Website

https://stayfutureproof.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Stay Future Proof is a privately held Amsterdam-based strategy and innovation consultancy that helps Dutch enterprises, governments, and institutions develop sustainable value propositions and business models using a proprietary five-stage methodology and Osterwalder-co-designed canvas tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategy & Innovation Consulting: Core consulting engagements involving strategy development, business model design, innovation program facilitation, and transformation consulting. Delivered through direct client engagements, workshops, and ongoing advisory relationships. Revenue is project-based with potential for retainer arrangements.
2. Masterclasses and Training: Stay Future Fit masterclasses are interactive educational programs on strategy, business design, and sustainable innovation. These are paid training offerings that complement consulting services.
3. Toolkit Products: Downloadable tools including canvases, guides, scans, and templates available through their toolkit. Some content is free while premium resources likely require email registration or download access.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Stay Future Proof is a Dutch strategy and innovation consultancy that helps organizations develop new sustainable value propositions and business models alongside running their existing operations. It delivers core consulting services across strategy, innovation, transformation, visual storytelling, and sustainable business design, complemented by a paid masterclass program (Stay Future Fit), a free Future Proof Scan assessment, and proprietary tools such as the Future Proof Business Model Canvas.

Product overview

Stay Future Proof is a strategy and innovation consultancy that operates as a next-generation consulting firm, offering a portfolio of core consulting services (Strategy, Innovation, Transformation, Visual Storytelling, Sustainable Business Design) and a structured Strategy as a Service engagement model. The firm employs a five-phase innovation methodology (Define Purpose, Explore the Future, Design Future Value, Discover the Unknown, Implement and Scale) drawing on design thinking and lean startup methods. Its product portfolio includes practical tools such as the Future Proof Business Model Canvas (co-designed with Alexander Osterwalder), a Toolkit of downloadable resources (canvases, scans, guides, AI tools, podcasts, newsletters, masterclasses, brochures), and a Future Proof Scan assessment. The consulting services and tools are designed to work together, with the methodology providing the strategic framework and the tools offering operational support for organizations developing new sustainable value propositions and business models.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Strategic advisory service helping organizations determine their course to achieve their vision, including organizational vision development, shared worldviews, and strategic pillar definition. Targeted at enterprise and government organizations.
• Innovation Service focused on creating services or products that delight customers and add multi-faceted value, using design thinking and lean startup methodologies to develop new value propositions and business models. Targeted at organizations seeking innovation support.
• Transformation Organizational change service that embeds innovation into the DNA of an organization to remain relevant both now and in the future, building creative confidence and capacity within teams. Targeted at organizations undergoing significant change.
• Visual Storytelling Service that makes strategy, vision, or innovation approaches clear and understandable for everyone through visual narrative design, creating vision plates, employee booklets, and vision films. Targeted at organizations needing to communicate strategy internally.
• Sustainable Business Design Design methodology for creating mission, vision, and strategy that adds value for People, Planet, and Profit (Triple Value), incorporating desirability, feasibility, viability, and responsibility criteria into business model design. Targeted at sustainability-focused organizations.
• Strategy as a Service A structured approach ensuring strategic questions are addressed through a clear rhythm—a 'heartbeat' throughout the year—at the right moments with the right focus, helping organizations maintain course and inspire employees. Targeted at organizations seeking ongoing strategic support.
• Stay Future Fit Masterclasses Interactive masterclass programs on strategy, business design, and sustainable innovation delivered to client organizations. Requires application/registration process and is positioned as an interactive adventure for sharpening business strategy or sustainable initiatives.
• Future Proof Scan A free diagnostic tool that helps organizations discover whether they are ready for the future, assessing their level of future-proofing across multiple dimensions. Serves as a self-service assessment for organizations and a lead generation mechanism for the firm.
• Future Proof Business Model Canvas An eleven-building-block business model canvas, co-designed with Alexander Osterwalder, that describes how an organization creates, delivers, and retains value. Extends the original Business Model Canvas with building blocks for positive and negative impact on people and planet.

Quantifiable outcome

• Coldplay achieved 59% CO₂ emission reduction on their 2021-2022 tour compared to 2016-2017 through sustainable business model redesign using Triple Value principles
• +1 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Dutch Design FoundationcoreStrategic or Co-development Partner · 28 October 2022Stay Future Proof co-organizes DDW Talks (Dutch Design Week Talks) on Digital Realities with the Dutch Design Foundation. This partnership positions the firm within the design and innovation community and provides a platform for thought leadership on sustainable business design and digital innovation topics.
• Future MatterzminorStrategic or Co-development PartnerStay Future Proof and Future Matterz collaborate to help organizations combine strategic direction with leadership, teams, and culture development. The partnership addresses both the strategic vision and the organizational human elements required for successful transformation.
• Alexander OsterwaldercoreStrategic or Co-development PartnerCo-development of the Future Proof Business Model Canvas with Alexander Osterwalder (creator of the original Business Model Canvas). This partnership extends the standard BMC with sustainability dimensions for Triple Value business design.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Capgemini Invent: Digital and innovation transformation arm of Capgemini combining strategy, design, and technology implementation. Comparable on enterprise transformation and innovation mandate, but bundled with technology delivery at much larger scale.
• frog (formerly frog design): Global design and innovation consultancy now part of Capgemini Invent, offering business model design, innovation strategy, and product/service design to large enterprises. Comparable on the innovation/business model design core, but broader portfolio and global scale.
• McKinsey & Company: Global management consulting incumbent with large-scale strategy, transformation, and sustainability practices serving many of the same enterprise and government clients (including Dutch banks and ministries). Represents the competitive ceiling on enterprise strategy engagements.
• IDEO: Global design and innovation consultancy offering Design Thinking-led strategy, business design, and innovation capability building. Highly comparable on methodology orientation and enterprise transformation focus, with broader geographic reach and brand.

Direct peers

• Informaat: Dutch strategy and design consultancy operating in the same niche of helping organizations develop new propositions, services, and business models through co-creation and design-led methods. Comparable on geography, service portfolio, and SME-to-enterprise client mix.
• Business Models Inc. Specialist business model innovation consultancy with a strong focus on Osterwalder-style Business Model Canvas engagements, corporate innovation strategy, and new venture building. Highly comparable as a direct peer given overlapping canvas/methodology toolkit and enterprise customer overlap.
• SparkOptimus: Amsterdam-based boutique consultancy combining strategy, digital, and innovation for large Dutch enterprises. Directly comparable on geography, target enterprise buyer, and the mix of strategy + innovation/transformation services.
• Board of Innovation: Antwerp-based innovation consultancy that helps corporates design new business models, run innovation sprints, and build innovation capabilities. Closely comparable on service offering (business model innovation, corporate innovation programs), methodology orientation, and Benelux enterprise client base.
• ?What If: Innovation consultancy (now part of Accenture) that helps corporates build innovation capabilities and launch new ventures using design-led methods. Comparable on innovation capability-building and corporate new-venture work.

Regional players

• Kaliber: Dutch consultancy focused on culture, leadership, and organizational change. Adjacent peer in that transformation work frequently overlaps with Stay Future Proof's transformation and change-management engagements in the Dutch market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/StayFutureProof
• LinkedInlinkedin.com/company/stayfutureproof
• Instagraminstagram.com/stayfutureproof

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Stay Future Proof