TODAY AND TOMORROW

What TODAY AND TOMORROW does

HEUTE UND MORGEN GmbH, operating as Today and Tomorrow, is an independent market research and management consultancy founded in 2009 and headquartered in Cologne, Germany. The firm serves B2B enterprise clients across the DACH region (Germany, Austria, Switzerland), with a primary vertical focus on financial services — particularly insurance, banks, and building societies — and additional engagements in retail, logistics, healthcare, consumer goods, manufacturing, and nonprofit sectors. Its portfolio of named clients includes Allianz, ERGO, R+V, Generali, Gothaer, DZ Bank, comdirect, Schwäbisch Hall, Otto Group, REWE Group, Deutsche Post DHL, and others, several of which have been clients for over 15 years. The firm is led by four managing partners (Dr. Michaela Brocke, Tanja Höllger, Robert Quinke, Axel Stempel) who together bring approximately 60 years of market research and consulting experience, supported by senior generalists, specialists, and junior talent.

The company's offering spans ten interconnected service lines: Brand & Communication, Customer Satisfaction, Product & Pricing, Market Segmentation, Financial Market Research, Personnel & Organization, Innovation Research, AI Market Research, Qualitative & Quantitative Methods, and Consultation & Implementation. Methodologically, the firm integrates qualitative techniques (psychological in-depth interviews, moderated group discussions, online communities, co-creation workshops) with quantitative approaches (panel surveys, online surveys, CATI, mobile surveys) and applies advanced statistical processes including conjoint analysis, structural equation models, neural networks, and the LMG model. It is a human-delivered services business: there is no software platform, no public API, and no proprietary AI/ML product. Deliverables include recurring published study series (e.g., Finanzmarkt-Trends, Klartext Assekuranz, Quality Monitor AO Vertrieb) and bespoke consulting outputs.

Revenue is generated primarily through custom, quote-based research and consulting engagements with enterprise clients (often multi-year), supplemented by a secondary stream of published market studies sold at fixed prices (e.g., 2,500 EUR plus VAT for a roughly 115-page PDF). Distribution is exclusively direct enterprise sales with dedicated project contacts. The company is privately held with no external funding, no acquisitions, and no subsidiaries; it operates the thought leadership blog "Plan Z – Zeit für Zukunft" and holds the marktforschung.de Siegel-Auszeichnung for customer satisfaction and methodological competence.

Name

TODAY AND TOMORROW

Legal name

HEUTE UND MORGEN GmbH

Website

https://heuteundmorgen.de

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

HEUTE UND MORGEN GmbH is an independent Cologne-based market research and management consultancy founded in 2009, serving enterprise clients — primarily in DACH financial services — with bespoke qualitative and quantitative research, segmentation, brand, product, and HR consulting delivered by its four managing partners and senior research team.

Ownership category

akta.pro rank

Headquarters

HQ city

Köln

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Research Projects: Bespoke market research projects for corporate clients, typically involving customized concepts and methodologies tailored to specific client needs in areas such as brand research, customer satisfaction, product development, and market segmentation.
2. Published Market Studies: Pre-packaged market studies sold to clients, such as the sustainability study priced at 2,500 EUR plus VAT for a PDF report of approximately 115 pages. Includes studies on insurance, health insurance, and other industry verticals.
3. Consulting and Implementation Services: Strategic consulting, implementation workshops, brand consulting, and strategy consulting services building on market research results. Includes keynote lectures, training programs, and coaching services.
4. B2B Research Services: Specialized B2B market research including omnibus surveys and custom B2B research targeting business customers, mediators, brokers, and other specialized target groups.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

HEUTE UND MORGEN is an independent market research and consulting institute that delivers bespoke qualitative and quantitative research projects, study series, and strategic consulting to enterprise clients. It specializes in customer relationship management, market segmentation, brand and communication, product and pricing research, personnel and organizational studies, and innovation research, with deep domain expertise in the financial services sector (insurance, banks, building societies).

Product overview

HEUTE UND MORGEN GmbH is an independent market research and consulting institute based in Cologne, Germany, founded in 2009. The company operates as a service-based consultancy rather than a software platform. Its portfolio consists of interconnected research and consulting service lines covering: Brand & Communication research, Customer Satisfaction & Loyalty research, Product & Price research, Market Segmentation & Personas, Financial Market Research (with specialized study series), Personnel & Organization consulting (including employee surveys and change management), Innovation Research, AI Market Research, Qualitative & Quantitative research methodologies, and Consultation & Implementation services. The individual service offerings work together as an integrated approach where research insights flow into consulting recommendations and implementation support.

Differentiator

Problem solved

Functional benefit

Products and services

• Marke & Kommunikation (Brand & Communication)

Quantifiable outcome

• Achieved above-average response rates in large projects with over 100,000 approached customers using online surveys with mailed invitations

Named customers21 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• AMC (Arbeitskreis Marketing in der Assekuranz)minorStrategic or Co-development PartnerAMC is a professional committee/working group in the insurance sector. HEUTE UND MORGEN is part of this partner network in the financial services sector, participating in industry knowledge exchange.
• Versicherungsforen LeipzigminorStrategic or Co-development PartnerSpecialized service provider in the insurance industry. HEUTE UND MORGEN has a partnership relationship with this organization for research and consulting in the insurance sector.

Scale indicators4 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• Ipsos: Global market research and consulting giant with strong financial services practice. Competes for the same enterprise RFPs but at materially greater scale and geographic footprint.
• NielsenIQ: Global consumer intelligence and market research firm (incorporating former GfK Consumer). Overlaps with HEUTE UND MORGEN in retail and consumer research engagements and competes for the same enterprise budgets.
• Kantar: Global leader in branding, consumer, and media research. Competes for enterprise brand and customer research engagements that HEUTE UND MORGEN also targets, particularly in financial services.

Emerging players

• Statista: Hamburg-based data and research platform offering syndicated and custom research. Comparable in publishing research products and serving enterprise clients in Germany, but operates a more scalable, data-product model.
• Civey: Berlin-based market research and opinion polling platform using digital panel technology. Comparable along the market research and public-opinion dimensions but competes on a tech-enabled, scalable model rather than boutique consulting.

Direct peers

• Splendid Research: German boutique market research firm combining qualitative and quantitative methodologies with strategic consulting. Closely comparable in size, methodology stack, and target mid-market to enterprise clients.
• Produkt + Markt: German market research and consulting firm combining qualitative and quantitative methods with strategic consulting. Comparable to HEUTE UND MORGEN in integrated research-plus-consulting model and enterprise sales motion.
• Link Institute: DACH-based market research firm emphasizing qualitative and quantitative methods with strong financial services and B2B experience. Direct competitor for the same enterprise buyer in German insurance and banking.
• Psyma Group: German full-service market research firm offering qualitative and quantitative research plus consulting. Highly comparable to HEUTE UND MORGEN in scale, methodology mix, and B2B enterprise focus, though Psyma has a broader industry footprint.

Regional players

• RC Research & Consulting: European market research and consulting firm focused on financial services and insurance. Direct competitor for the same insurance and banking buyers, with deeper central European client footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/de

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 TODAY AND TOMORROW