Rethink Labs

What Rethink Labs does

Rethink Labs is a boutique customer-experience (CX) and product consulting firm that helps companies become aligned around their customers using human-centric design, strategic frameworks, and proven methodologies. Founded by Sofia Maravich and Holden Munson, the firm serves a heterogeneous mix of clients — early-stage startups launching new products, existing businesses entering new markets, companies with conversion or retention challenges, Fortune 500 enterprises undertaking CX transformation, VC investors, and non-profits — spanning B2B, B2C, consumer tech, CPGs, and data/AI industries across the US, Europe, and the Middle East. Disclosed logos include Amazon, Hallmark, OneFineStay, Mercato, Ladder, Topicals, A.Team, Ribbon, Paris Open Data, and a roster of tier-1 venture firms (Y Combinator, Founders Fund, Greycroft, 500 Global, Canaan, Foundry Group, Mucker, Upfront, Trinity). Cumulative metrics include 121 client projects, an 80 average NPS (vs. 32 global benchmark), and 284 CX/product professionals recruited, trained, and mentored within client organizations.

The firm's services are organized into three pillars: Strategy (stakeholder workshops, product strategy, innovation consulting); Product & Design (UX/UI design, wireframing, prototyping, brand identity, websites and mobile apps); and Methodology & Operations (CX operations, customer journey maps, agile product operations, OKRs). Delivery follows a structured four-step engagement called the "Rethink Labs Full Experience" — Business Deep Dive, Customer Journey Outline, Quantitative Analysis, and Go Forward implementation. Rethink Labs does not offer a proprietary software product or technology platform; all deliverables are consulting and professional services engagements.

The business model is project-based professional services with custom pricing tied to business impact and team stage — no public rates are disclosed and pricing is delivered via a dedicated pricing document upon inquiry. Distribution is primarily direct engagement through a website contact form, email ([email protected]), and a Calendly booking link, supplemented by an educational blog covering CX, UX, and AI-in-UX topics. The company operates remote-first, is privately held and founder-owned, and shows no disclosed external investment, acquisitions, or product launches beyond its core consulting methodology.

Name

Rethink Labs

Legal name

Rethink Labs

Website

https://rethinklabs.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Rethink Labs is a boutique consulting firm that helps startups, enterprises, and investors improve customer experience, product strategy, and user research through a structured four-step methodology (Business Deep Dive, Journey Outline, Quantitative Analysis, Go Forward).

Ownership category

akta.pro rank

Product category

Customer Experience Consulting

NAICS

Management Consulting Services (54161), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Customer Experience (CX) & Digital Experience (BPAHAEAC)

akta.pro secondary industries

Customer Experience (CX) & Journey Strategy (MPAAAFAI), Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

Keywords

• Customer experience consulting
• Product strategy consulting
• UX design services
• User research services
• Customer journey mapping

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Professional Services: Strategy consulting including stakeholder workshops, product strategy, innovation consulting; Product & Design services including UX/UI design, prototyping, brand identity, websites and mobile apps; Methodology & Operations including CX operations, customer experience maps, agile product operations, and OKRs. Revenue generated through project-based consulting engagements with pricing set according to business impact and team stage.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Rethink Labs is a boutique CX/UX consulting firm that helps companies align teams around customer needs through a structured four-step engagement (Business Deep Dive, Customer Journey Outline, Quantitative Analysis, Go Forward). Service lines cover Strategy consulting (stakeholder workshops, product strategy, innovation), Product & Design (UX/UI design and wireframing, prototyping, brand identity, websites and mobile apps), and Methodology & Operations (CX operations, customer journey maps, agile product operations, OKRs), delivered via custom project-based engagements.

Product overview

Rethink Labs is a boutique consulting company that provides human-centric design, strategy, and customer experience services. Their service offerings are organized into three main categories: Strategy (Stakeholder Workshops, Product Strategy, Innovation Consulting), Product & Design (UX/UI Design & Wireframing, Prototyping & No Code, Brand Identity, Websites and Mobile Apps), and Methodology & Operations (CX Operations, Customer Experience Maps, Agile Product Operations, OKRs). They offer these services as part of a structured engagement methodology called the 'Rethink Labs Full Experience,' which follows a four-step process: Business Deep Dive, Customer Journey Outline, Quantitative Analysis, and Go Forward implementation. Their core service framework includes user research methodology, survey design tools, customer journey mapping, and brand voice development. The company does not offer a software product; all deliverables are consulting and professional services engagements.

Differentiator

Problem solved

Functional benefit

Products and services

• Rethink Labs Full Experience
• Strategy Consulting
• Product & Design Services
• Methodology & Operations Services

Quantifiable outcome

• 121 client projects completed across various industries
• +6 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• KnowableminorStrategic or Co-development PartnerClient logo displayed on homepage and clients page. A professional learning platform.
• SkellominorStrategic or Co-development PartnerClient logo displayed on clients page. Scheduling and workforce management platform.

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• McKinsey & Company: Global management consulting giant with significant customer experience and design practices (McKinsey Design). Comparable as a competing provider of CX strategy work to enterprise clients, but at vastly larger scale and broader portfolio.
• Deloitte Digital: Big Four advisory arm offering customer experience, digital transformation, and human-centered design services. Comparable as a broad incumbent that overlaps with Rethink Labs' enterprise CX transformation offerings.
• Qualtrics (CX arm): Experience management platform that has expanded into CX consulting and advisory services alongside its software. Comparable as it sits at the intersection of CX analytics, consulting, and methodology, often competing for the same budgets.
• Accenture (Accenture Song / Interactive): Global professional services firm with a major CX/UX design arm serving large enterprises on customer experience transformation. Comparable as an incumbent competing for the same enterprise CX engagements.

Direct peers

• Frog Design: Global design and strategy consultancy with deep roots in product design, brand, and customer experience transformation. Comparable for its combined strategy, design, and implementation offering to enterprise and startup clients.
• Nielsen Norman Group: UX research and training consultancy specializing in user experience, customer research, and experience strategy. Comparable for its boutique, expertise-led approach to UX consulting and education-driven content marketing.
• IDEO: Premier design and innovation consulting firm offering human-centered design, product strategy, and customer experience services. Directly comparable as a boutique-to-mid-size consultancy that sells strategy + design execution to a mix of startups and Fortune 500 clients.

Emerging players

• Points of View (POV): Boutique customer experience consultancy focused on journey mapping, voice of customer, and CX strategy. Comparable as a similarly-sized boutique CX consulting firm targeting mid-market and enterprise clients.
• The CX Company: Specialist customer experience consulting firm focused on journey management, VoC analytics, and CX operating models. Comparable as a focused CX boutique competing for similar mid-market enterprise engagements.
• Work & Co: Boutique digital product consultancy offering product strategy, UX/UI design, and prototyping for enterprise clients (e.g., Amazon, Google, Meta). Comparable for its similar boutique positioning, customer roster, and bundled strategy + design + prototyping offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rethinklabshq
• LinkedInlinkedin.com/company/rethinklabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Rethink Labs